Category: Education Marketing

10 Smart Enrollment Marketing Tactics That Drive Results

Reading Time: 12 minutes

Today’s prospective students aren’t waiting for a glossy brochure to arrive in the mail. They’re researching schools on their phones between classes, watching campus tours on YouTube, and chatting with peers online to compare experiences. They’re digital-first and impatient, and expect the same seamless experience from a college as they would from Netflix or Amazon.

To stand out in this noisy, fast-moving environment, your enrollment marketing needs to work smarter. That means shifting away from static promotions and embracing data-driven, student-centric strategies that guide each prospect from curiosity to commitment.

Here’s how you can make that happen: 10 tactics that schools across North America (and beyond) are using to win the attention, trust, and enrollment of today’s students.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

1. Understand Your Audience (Better Than They Expect)

The best enrollment marketing strategies begin with deep audience insight. Not the surface-level kind (like age ranges or postal codes), but real, behavior-based understanding.

Instead of just collecting names at events or counting clicks on a landing page, take the time to analyze what your audience is doing. Are they spending five minutes reading your nursing program page but bouncing quickly from your homepage? Is there a spike in traffic after you post student testimonials on Instagram? These are the clues that shape smart decisions.

Tools like Google Analytics, HubSpot, or Slate reveal exactly where prospects engage and where they drop off. Segmenting audiences based on their actions, rather than assumptions, lets you personalize outreach that feels meaningful. If a student explores your hospitality program at 11:00 p.m. from another time zone, your strategy should reflect that interest and context.

Personalization builds a connection. And connection drives conversion.

Example: Oregon State University implemented a modern CRM (Slate) to segment and personalize outreach. OSU filters prospective students by interests, major, and location to trigger automated, tailored communications (email, text, print) for each segment. With this approach, Oregon State University ensures that prospects receive information relevant to them. For example, engineering-minded students get content on OSU’s tech programs, improving engagement and application conversion.

Source: Oregon State University

2. Turn Your Website Into a Top-Performing Recruiter

Think of your website as your lead admissions counselor. It works 24/7 and never forgets a prospect’s name, if it’s built right.

A compelling site doesn’t just list programs. It creates an experience. Navigation should be intuitive, especially on mobile, where the majority of users browse. Application deadlines should never be more than one click away. Program benefits should be clear, outcomes measurable, and support services obvious.

Equally important is online visibility. Students won’t land on your site if it isn’t optimized for search. That means including the phrases they’re typing into Google: “Best business diploma in Vancouver” or “Top graphic design college Canada.” A steady stream of blog content around these themes builds your authority and search rankings over time.

Don’t underestimate local search either. Schools that claim their Google Business listing and keep it updated with reviews, photos, and FAQs tend to show up higher in local results, right when families are deciding which campuses to visit.

Example: ENSR partnered with HEM to revamp its website for better usability and search visibility. Targeted SEO optimizations (including multilingual content and Google Ads campaigns) were implemented to attract more qualified traffic. ENSR also improved site speed and navigation. As a result, the school saw a 10% year-over-year increase in admissions, clear evidence that an optimized, easy-to-find website translates into more student enrollments.

Source: HEM

How can schools use SEO to reach more prospective students? Schools can use SEO by optimizing their website and content with keywords students search for, like program names or “colleges near me.” Creating informative blog posts, improving site speed, and using clear navigation help boost search rankings, making it easier for prospects to find and explore the school online.

3. Meet Students Where They Scroll

Social media is no longer just a promotional tool; it’s where brand trust is built. And guess what? Students don’t want picture-perfect posts. They want a glimpse into real student life: the awkward, the inspiring, and everything in between.

How do social media platforms help attract prospective students? Social media platforms help attract prospective students by showcasing authentic campus life, student stories, and academic highlights where students already spend time. Targeted ads and engaging content build awareness, answer questions, and create emotional connections that encourage students to explore programs and take the next step toward applying.

The most effective schools blend behind-the-scenes campus life, student takeovers, and authentic voices with strategic, paid campaigns. Engagement is key. Answer comments, reply to DMs, and ask questions. Your presence shouldn’t just be felt; it should be responsive.

And when a student visits your site but doesn’t apply? A retargeting ad reminding them about a scholarship deadline can bring them back with a purpose.

Example: Randolph-Macon Academy utilizes student-driven social media takeovers and campaigns to humanize its brand. For example, on “Takeover Tuesdays,” R-MA students run the school’s Instagram Stories, giving followers a genuine day-in-the-life look at campus life. These peer perspectives resonate with prospective students and parents. R-MA also shares posts on LinkedIn celebrating achievements (like its seniors earning $16 million+ in scholarships) to boost credibility. By strategically targeting content on platforms like Instagram, Facebook, and LinkedIn, R-MA expands its reach and builds trust with specific audiences.

Source: R-MA Instagram

4. Bring Your Campus to Their Couch

Campus visits are powerful but not always possible. Virtual tours bridge that gap beautifully when done right.

Why are virtual tours important for school admissions marketing? Virtual tours are important because they let prospective students explore campus facilities, culture, and student life from anywhere. They provide a first-hand experience that builds familiarity and trust, especially for international or remote students who can’t visit in person, helping them feel more confident about applying.

The most compelling virtual experiences go beyond slideshows or still images. They immerse visitors in 360° visuals of your labs, residences, lounges, and dining halls. Add narration, clickable maps, and interactive hotspots to create a sense of discovery.

Want to make it even more engaging? Offer live tours hosted by current students. Answer questions in real-time. Make the conversation two-way. This kind of hybrid interaction not only informs, but it also builds comfort and connection.

Gamifying the experience with small touches like hidden easter eggs or quizzes can boost session time, making students stay longer and remember more.

Example: Eastern New Mexico University: In January 2025, ENMU launched an upgraded 360-degree interactive virtual tour of its campus, in partnership with a virtual tour platform. The tour lets prospective students anywhere in the world explore campus landmarks at their own pace with panoramic views and clickable info points. New interactive stops even feature current students sharing their experiences via video, and users can access photos and descriptions of traditions at each location. This immersive virtual experience makes viewers feel “like they are on campus,” even if they cannot visit in person.

Source: ENMU

5. Let Video Carry the Message

Nothing conveys emotion, trust, and energy quite like video. That’s why it’s the top-performing format across all platforms.

Students use video to explore, compare, and decide. A 30-second clip showing campus energy can hook them, while a three-minute video of a student explaining why they chose your school can tip the scales.

The best videos aren’t always the most polished. Often, it’s the realness that lands, the quiet moment in a dorm room, a laugh during class, a genuine answer about overcoming a challenge. When current students tell their story on camera, it resonates far more than scripted promos ever could.

And don’t stop with publishing. Upload to YouTube (the second largest search engine in the world), share snippets on social media, and embed videos in your emails or on your site. It keeps your message moving, even when you’re not.

Example: The Academy of Applied Pharmaceutical Sciences regularly produces short videos featuring student success stories and hands-on training highlights. These testimonials and “day in the life” videos are shared on AAPS’s website and social channels, providing an authentic glimpse into student outcomes. AAPS also posts video content of alumni in their new careers or students in lab classes, which personalizes the school’s message.

6. Be There Instantly with Smart Chatbots

Picture this: a student is exploring your program page at 10:45 p.m. They want to know if scholarships are still open, but your office is closed.

This is where chatbots shine. When used effectively, they answer FAQs, guide students to relevant pages, and even collect lead info for follow-up, all in real time.

Today’s best bots go beyond text. They can speak multiple languages, schedule tours, and connect students with human counselors. They’re not a replacement for your staff. They’re the frontline, making sure no interest goes cold.

Example: The University of Illinois Gies College of Business deployed an AI chatbot named “Alma” on its online MBA program website to handle common questions and nurture leads. The chatbot was built with a no-code AI platform and programmed to answer prospective students’ free-text questions about the program, provide key information (e.g., deadlines, curriculum), and even collect contact info for follow-up.

Source: Gies College of Business

7. Let Students Do the Talking

Your school can say it’s great. But it means more when others say it for you.

Prospective students read reviews before making decisions. That’s true whether they’re buying shoes or choosing a college. A few well-placed, authentic reviews from happy students or parents can tip the scale in your favor.

Example: Rosseau Lake College actively highlights student and parent testimonials on its official site to manage its online reputation. RLC’s admissions section features a dedicated “Student Testimonials” page with quotes, stories, and even videos from current students and recent graduates.

Source: RLC

Make it easy for your community to share their voice. Follow up after tours or events with a simple request for feedback. Prompt graduating students to reflect on their journey. And most importantly, respond graciously to both praise and criticism.

Highlight these testimonials in your marketing materials, emails, and website. Some schools even have dedicated pages that feature alumni quotes, rankings, and outcomes all in one place.

Example: Discovery Community College leverages Google reviews and social media to boost its reputation. When the college receives a glowing review online, the marketing team amplifies it; for instance, Discovery CC shared a student’s 5-star Google review on Instagram with a thank-you message.

Source: DCC Instagram

When you let your results speak for themselves, people listen.

8. Nurture With Purpose: Email and Text Messaging

Email isn’t outdated. It’s just misused.

Too often, schools blast the same generic message to every lead. But with marketing automation tools like HubSpot or Slate, you can do better. Much better.

Send personalized messages based on actual behavior. If someone downloaded a course calendar, send a follow-up series about faculty highlights, career paths, or student testimonials from that program. If a student clicked a scholarship link but didn’t apply, follow up with a helpful guide or checklist.

Text messages are the perfect complement: fast, direct, and effective. Use them for urgent nudges like deadline reminders or event RSVPs. But be respectful. Less is more when it comes to texting.

9. Host Webinars That Educate and Inspire

Done right, webinars are student recruitment gold. They let students interact with faculty, hear from alumni, and ask real questions, all from the comfort of home.

Think beyond the program overview. What are students anxious about? Admissions essays? Career prospects? Financial aid? Offer sessions that solve these problems, not just sell solutions.

Example: The University of North Texas runs themed Admissions Webinars for targeted audiences of students who haven’t yet applied. UNT invites high schoolers to sign up for sessions like “Why UNT? & How to Apply,” where recruiters walk through programs, campus life, and the application process via Zoom.

Source: University of North Texas

Live Q&As make these events feel dynamic. A student asking a question and getting an answer in the moment, that’s engagement. That’s trust.

Example: Randolph-Macon Academy hosts regular live webinars for prospective families as part of its recruitment strategy. During these virtual info sessions, R-MA’s admissions counselors present an overview of the school, share up-to-date facts, and then open the floor for Q&A. They often incorporate a live virtual campus tour within the webinar. This format has been effective in converting attendees to applicants – families get to interact directly with staff and students from home, addressing any doubts in real time.

Source: R-MA

And once the event ends, the content lives on. Recordings become lead magnets. Clips fuel your social strategy. Recaps can power blog posts. Every webinar is a long-term asset when you plan it right.

10. Showcase What Comes After: Alumni Success

Prospective students are investing time and money. What they want to know is simple: “Will it pay off?”

Highlighting alumni outcomes is one of the most persuasive things you can do. Share job placement rates, grad school acceptances, average salaries, whatever metrics tell the story of success.

Even more powerful are personal stories. The alum who launched a startup. The student who landed a dream internship. The graduate who returned to school to mentor others. These aren’t just achievements, they’re proof points.

Example: Randolph-Macon Academy publicizes its alumni and student success outcomes as a core part of marketing. R-MA’s communications showcase statistics like 100% college acceptance and millions in scholarships earned by each graduating class. In 2025, R-MA proudly shared that its 69 seniors collectively secured over $10.5 million in scholarships for college. Alumni success stories (military academy appointments, leadership roles, etc.) are featured on the school blog and newsletters.

Source: R-MA

Some schools use interactive alumni maps to show where grads are working across the globe. Others run weekly spotlight stories on social or newsletters. However you do it, make sure it’s easy for prospects to imagine their own future in the successes of those who came before.

When you say, “Here’s where our grads go, and here’s how we help them get there,” the value of your school becomes real.

Enrollment Marketing Is Not About Tactics. It’s About Trust.

Each of these enrollment strategies works on its own. But when you combine them into a cohesive enrollment plan, powered by data and driven by empathy, you don’t just generate interest. You build relationships.

From a student’s first Google search to their final enrollment decision, every interaction matters. So make them count. Use tools like CRMs to track engagement. Align marketing with admissions. And most importantly, keep the student experience at the center of it all.

Because in today’s world, enrollment isn’t about volume. It’s about value. Give your prospects content that answers questions, support that feels personal, and stories that inspire. Do that, and the results will follow.

Need help building your enrollment marketing plan?

HEM offers expert services tailored to higher education institutions across Canada and beyond. Contact us today to learn more.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: How do social media platforms help attract prospective students?

Answer: Social media platforms help attract prospective students by showcasing authentic campus life, student stories, and academic highlights where students already spend time. Targeted ads and engaging content build awareness, answer questions, and create emotional connections that encourage students to explore programs and take the next step toward applying.

Question: Why are virtual tours important for school admissions marketing?

Answer: Virtual tours are important because they let prospective students explore campus facilities, culture, and student life from anywhere. They provide a first-hand experience that builds familiarity and trust, especially for international or remote students who can’t visit in person, helping them feel more confident about applying.

Question: How can schools use SEO to reach more prospective students?

Answer: Schools can use SEO by optimizing their website and content with keywords students search for, like program names or “colleges near me.” Creating informative blog posts, improving site speed, and using clear navigation help boost search rankings, making it easier for prospects to find and explore the school online.

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June 18, 2025
10 Tips for Hosting a Successful School Open House
Reading Time: 12 minutes

Planning an open house for your school?

Good call. A well-run open house can be one of the most powerful tools in your enrollment and engagement strategy. Whether you’re welcoming new elementary parents, high school prospects, or college hopefuls, this is your chance to make an unforgettable first impression. An open house in school is important because it helps build a sense of community, foster parent involvement, and drive enrollment.

But a memorable open house doesn’t happen by accident. It requires careful planning, creative ideas, and attention to detail. From initial promotions to day-of execution and follow-up, every step counts.

So, how do you make it count?

Let’s walk through ten practical (and proven) tips to take your school’s open house from good… to exceptional.

Struggling to stand out in a crowded market?

Boost enrollment with tailored open house strategies!

1. Start Planning Early And Promote Like a Pro

Here’s the truth: If no one shows up, nothing else matters.

That’s why promotion is the first step, and it’s a big one. First, get clear on your goals. Are you looking to boost applications? Showcase new facilities? Strengthen relationships with current families? Your goals will shape everything from the schedule to who you invite.

How do you prepare for an open house at school? Start by setting clear goals and selecting a date that works for your audience. Plan the schedule, secure staff and student volunteers, and prepare promotional materials. Promote the event across multiple channels (website, email, social media), tidy up the campus, and organize signage, welcome tables, and printed resources to ensure a smooth, welcoming experience.

Example: Queen’s University (Canada) demonstrated advanced planning by creating a dedicated “Fall Preview” Open House webpage months ahead. The page provided key details (date, schedule, location) and prominently featured a call-to-action for prospective students to register, ensuring maximum visibility and early sign-ups.

Source: Queen’s University

Then, plan your outreach. Don’t wait until the last minute. Get your date on the calendar months in advance, and begin promoting it strategically across various online channels:
- A dedicated landing page on your school’s website (with RSVP).
- A short email series to build awareness and excitement.
- Countdown posts, teaser videos, and stories on social media.
- Text reminders or personal phone calls to those most likely to attend.
Example: Bishop’s University (Canada) boosted promotion by publishing a blog post prior to their Open House that walked readers through what to expect at the event. This preview-style post generated excitement and informed prospective students and parents about the Open House experience in detail.

Source: Bishop’s University

Still want more attendees? Consider offering a virtual option. Whether it’s a livestream, a digital campus tour, or a short webinar, giving families more than one way to experience your school expands your reach.

2. Make Arrival Smooth and the Welcome Unforgettable

Let’s face it, no one enjoys showing up somewhere and feeling lost.

That’s why the moment guests arrive at your open house, the experience should feel seamless and friendly.

Start with signage. Make sure every guest knows exactly where to park and where to go. Have greeters ready: staff, student leaders, or enthusiastic parent volunteers. A welcome table with a map, a friendly smile, and a short overview of what’s ahead can work wonders.

Example: University of Oxford (UK): For its 2023 undergraduate Open Days, Oxford enlisted staff volunteers as greeters and guides. These volunteers welcomed visitors, helped with directions around campus, and served as friendly points of contact at entrances and info tables, ensuring guests felt comfortable and never lost.

Source: University of Oxford

Don’t stop there. Decorate with banners, student art, or a slideshow of school activities. Create a warm and exciting vibe the moment families step inside. You’re not just showing them the campus, you’re showing them the community they could be a part of.

Example: UC Santa Cruz (USA): At its “Banana Slug Day” admitted-students open house in 2025, UC Santa Cruz set up check-in tables at key parking areas and deployed student guides (the “S.L.U.G.” ambassadors) throughout campus. Visitors were greeted at these welcome points and guided by the student ambassadors, making navigation easy and the arrival experience warm and organized.

Source: UC Santa Cruz

3. Spotlight the People Who Make Your School Special

The facilities are nice. Programs are great. But what really wins hearts?

Your people.

That’s why teachers, support staff, coaches, and counselors need to be front and center during the open house. Make sure they’re not just present but prepared. Equip them with key talking points and FAQs so they feel confident answering questions and reinforcing your school’s values.

What should teachers do for open house? Teachers should prepare a welcoming classroom with student work on display, provide a brief overview of their curriculum, and have handouts with contact information and expectations. During the event, they should greet families warmly, answer general questions, and encourage follow-up meetings for individual concerns.

Example: During Nevada State’s Open House, faculty participation was a centerpiece. The event agenda included “Meet with Faculty” sessions where professors from various departments (Education, Liberal Arts & Sciences, Nursing, etc.) were on hand to chat and answer questions. This gave visitors a chance to connect face-to-face with the educators and get a feel for the academic community.

Source: Nevada State University

Encourage classroom displays that show what day-to-day learning looks like. And while teachers should be warm and approachable, remind them this isn’t the time for parent-teacher conferences. Keep it general, upbeat, and informative.

Want to go the extra mile? Kick off the event with a welcome from your school leader, followed by a quick intro to the key staff attendees. Let families know who’s who, and who they can talk to about specific interests like arts, athletics, or academics.

Example: Bucknell’s Fall Open House actively involved faculty and staff in mingling with prospects. Visitors could tour facilities and meet professors and current students to ask questions about programs and campus life, rather than only hearing formal presentations. This personal professor-student engagement at Open House helped put a human face on the university’s academics.

Source: Bucknell University

4. Let Students and Parents Do the Talking

Your current students and parents are your school’s best spokespeople. Hearing about the school’s strengths from an administrator or teacher is valuable, but hearing it from a peer can be even more persuasive. In marketing terms, it’s social proof, and it carries a lot of weight. In fact, one study found that 93% of people trust recommendations from friends and family, while only 38% trust advertising.

Applying this to an open house, a prospective student is likely to trust the words of a current student, and parents will trust the perspectives of other parents, more than any brochure or formal presentation.

That’s why student ambassadors and parent advocates are some of your most valuable open house lead generation assets.

Hand-pick current students who represent the best of your school; friendly, positive, and articulate. Let them lead tours, greet visitors, or share their experience during a short panel. Their enthusiasm is contagious. As one education marketing expert put it, hearing directly from current students and parents can be one of the most powerful ways to engage prospective families.

Example: University of Central Lancashire (UK) : At UCLan’s Open Days, current students act as official ambassadors (identifiable in special red attire). These student ambassadors welcome visitors at entrances, give campus directions, and share honest insights about student life and their courses. Attendees are encouraged to approach them with any questions, making the experience peer-guided and relatable.

Source: University of Central Lancaster

Similarly, invite a few involved parents to chat with prospective families. Their personal stories, why they chose the school, how their child has grown, carry a weight that even the best marketing can’t match.

You’re not just saying, “We’re great.” You’re showing it.

5. Make the Event Fun, Interactive, and Memorable

Let’s be honest: No one wants to sit through a two-hour lecture.

So here’s your mission: Turn your open house into an experience.

How do you make an open house at school fun? Incorporate interactive elements like hands-on activities, themed scavenger hunts, live demonstrations, or student performances. Offer refreshments, set up a photo booth, and keep presentations short and engaging. The goal is to create an energetic, memorable experience that showcases school spirit.

Instead of a long presentation, create a rotating itinerary. Let families move through classrooms, labs, and activity spaces at their own pace. Throw in a scavenger hunt or “passport” that gets stamped at each stop. Offer a prize at the end for completing the journey.

Example: New Mexico State (USA): The College of ACES Open House 2025 at NMSU was designed as a family-friendly, interactive event. Visitors could roam through animal exhibits, science labs and museums with hands-on demonstrations and learning games at each stop. From petting zoo stations to chemistry experiments, attendees of all ages were invited to actively engage, making the Open House both educational and fun.

Source: New Mexico State University

What else works? Hands-on demos. Let students try a science experiment, play with robots, sample the art room, or participate in a music warm-up. The more your visitors can do, not just see, the more they’ll remember.

Don’t forget the snacks. Coffee, cookies, or treats from the culinary class add comfort and create natural mingling moments. Bonus points if they’re decorated with school colors or logos.

And yes, music, performances, or even a visit from your mascot can energize the space and give families that “wow” moment.

Example: UC Santa Cruz (USA): The Banana Slug Day Open House combined campus exploration with fun activities. Prospective students and families joined student-led tours, watched student performances, visited a resource fair, and even sat in on mock mini-lectures by faculty. These interactive elements (plus chances to snag some UC Santa Cruz swag at the bookstore) turned the day into an immersive campus experience rather than a passive info session.

Source: UC Santa Cruz

6. Keep Presentations Short and Sweet

You’ve got a lot to say, but that doesn’t mean you should say it all at once.

Keep any formal presentations concise and dynamic. Ten to fifteen minutes max is ideal. Focus on the core message: What makes your school stand out? What are the values driving your mission?

Break up speeches with visuals; videos, photos, and student voices make everything more relatable. If you can, include a current student or alum to co-present. Their stories add authenticity and emotion.

Whatever you do, rehearse in advance. A confident, polished delivery makes all the difference.

Example: Bucknell keeps Open House presentations brief and purposeful. Its Fall Open House schedule is broken into short sessions: for example, a 15-minute welcome and admissions overview followed by a 15-minute “Why Liberal Arts?” talk. Instead of long lectures, Bucknell offers multiple bite-sized talks and student panels, which keep visitors engaged and allow them to sample various topics without fatigue.

Source: Bucknell University

7. Personalize the Experience

Here’s where you go from good to unforgettable.

Before the event, ask registrants about their interests: academics, sports, arts, etc. Use this intel to tailor their visit. Match them with the right teacher, program head, or club coordinator. Let them know you were expecting them.

Even on the fly, personalization is powerful. Train ambassadors and staff to ask questions and respond accordingly: “You’re interested in robotics? You’ve got to meet Mr. Jackson. Let me introduce you.”

Name tags, interest-specific packets, or a simple, “Hi Sarah, we’re so glad you’re here,” can go a long way in helping families feel seen.

And yes, be mindful of accessibility needs, language support, and dietary restrictions. Every thoughtful detail adds up.

Example: University of Cincinnati (USA): Cincinnati’s Open House model allows each guest to “build your own day.” Attendees register for the specific academic sessions and special topics that interest them most. For example, a student could choose two different college info sessions (say, Engineering and Business) and several niche interest workshops. The itinerary is flexible – with options like honors program talks, campus tours, residence hall tours, etc. – so each visitor crafts a personalized schedule aligned with their goals.

Source: University of Cincinnati

8. Send Families Home with Something to Remember

You’ve done the work. Now end strong.

Before families leave, hand them something to take home, whether that’s a branded folder with your materials, a printed photo from a photo booth, or even just a small keepsake like a sticker or magnet.

More importantly, give them the info they need to take the next step. Include your admissions contact, an FAQ sheet, key dates, and a personalized thank-you letter from the principal.

A friendly goodbye, a handshake, and a “We hope to see you again soon” can seal the deal emotionally. People remember how you made them feel. Make it good.

Example: Temple College (USA): This community college makes sure guests leave with smiles (and photos). At its Open House, Temple College set up a fun photo booth with their mascot, “TC Leopard.” Students and families could snap pictures with the mascot – a keepsake to post on social media – and even win prizes. This lighthearted closing activity gave attendees a lasting memory and positive vibe to associate with the school.

Source: Temple College

9. Follow Up While You’re Still Top of Mind

The event may be over, but your job isn’t.

Send a thank-you email the next day. Personalize it if you can. Include links to the application page, upcoming deadlines, and photos from the event. Invite further questions and make it easy to get in touch.

If a family asks about something specific, say, learning support or scholarship details, make sure someone follows up with a personalized message.

Want to keep the momentum going? Enroll attendees in a short email series spotlighting your programs, alumni, or events. Nurturing that relationship can turn a visitor into an applicant.

Example: Morton College (USA): After the Open House, Morton College immediately followed up with attendees and the broader community on social media. They posted a thank-you message to everyone who came, reinforcing that visitors are always welcome on campus. Importantly, the message included a next-step call-to-action, a reminder that registration was open for upcoming semesters, nudging interested students to take the next practical step toward enrollment.

Source: Facebook

10. Debrief, Reflect, and Get Ready to Do It Even Better Next Time

One last tip, and it’s a game changer.

After the event, take time to evaluate. Meet with your team and ask: What worked? What didn’t? What feedback did families share?

Review your numbers: RSVPs, attendance, applications started. Be sure to look for patterns. Did most families come from a certain neighborhood? Were particular sessions packed while others lagged?

Use this insight to adjust your strategy for next time. Update your checklists. Refine your flow. Keep evolving.

Oh, and don’t forget to celebrate your wins. Share event highlights in a post or newsletter. Thank your team. Show appreciation.

Final Thoughts

An open house is more than just an event, it’s an invitation.It’s your chance to say, “Here’s who we are. Here’s why we care. Here’s how your family fits in.”

When you plan with intention, create moments of connection, and follow through with heart, your open house becomes more than a tour. It becomes a story families want to be part of.

So get planning, and get ready to make your next open house your best one yet.

Would you like to receive tailored open house school ideas for your institution?

Contact Higher Education Marketing for more information.

Struggling to stand out in a crowded market?

Boost enrollment with tailored open house strategies!

Frequently Asked Questions

Question: How do you prepare for an open house at school?

Answer: Start by setting clear goals and selecting a date that works for your audience. Plan the schedule, secure staff and student volunteers, and prepare promotional materials. Promote the event across multiple channels (website, email, social media), tidy up the campus, and organize signage, welcome tables, and printed resources to ensure a smooth, welcoming experience.

Question: What should teachers do for open house?

Answer: Teachers should prepare a welcoming classroom with student work on display, provide a brief overview of their curriculum, and have handouts with contact information and expectations. During the event, they should greet families warmly, answer general questions, and encourage follow-up meetings for individual concerns.

Question: How do you make an open house at school fun?

Answer: Incorporate interactive elements like hands-on activities, themed scavenger hunts, live demonstrations, or student performances. Offer refreshments, set up a photo booth, and keep presentations short and engaging. The goal is to create an energetic, memorable experience that showcases school spirit.
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June 11, 2025
Top 10 Campus Recruitment Strategies You Need to Know
Reading Time: 11 minutes

In today’s world, where attention spans are short and options are endless, student recruitment has become both an art and a science. Traditional methods (college fairs, brochures, high school visits) still play a role, but they can’t carry the weight alone anymore.

Gen Z expects more. And so do their parents. They want seamless digital experiences, personalized content, and authentic connections. If your institution isn’t delivering those things, you risk losing them to one that does. So, how do you stand out?

Whether you’re just starting to rethink your campus recruitment strategy or looking for new ways to level up, these 10 cutting-edge approaches, plus one powerful bonus, are designed to help you connect more deeply with prospective students and convert that interest into action.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

1. Hyper-Personalize the Student Experience

Here’s the truth: blanket emails and generic web content just don’t cut it anymore.

Students today expect you to know them; their interests, their goals, even where they’re browsing from. That’s where hyper-personalization comes in. Rather than treating your prospects as a monolithic group, modern recruitment strategies for colleges leverage data to deliver one-to-one digital experiences at scale.

How does that look in action?
- A high school student interested in business sees a landing page tailored with content about your BComm program, student stories, and upcoming info sessions.
- An international applicant is greeted with region-specific admissions guidance and video testimonials from students from their home country.
- A user who clicks on a scholarship link gets a follow-up email with a financial aid breakdown.
In short, personalization isn’t a perk. It’s expected.

Example: To personalize outreach at scale, the University of Idaho (U of I) introduced AI-driven personalized videos for interested applicants. Prospects received video messages addressing them by name, hometown, and academic interest.

Source: University of Idaho YouTube

2. Make Mobile a Priority, Not an Afterthought

More than 60% of student interactions with higher education websites now happen on mobile. If your site isn’t easy to navigate on a small screen, you’re likely losing leads by the dozen, especially since 53% of users will abandon a site that takes more than 3 seconds to load.

And it’s not just about having a “responsive” website anymore.

You also need:
- Mobile-optimized application forms that are quick and easy to complete
- Tap-friendly buttons and layouts that don’t frustrate the user
- SMS alerts for key deadlines or virtual event reminders
Even better? Google’s mobile-first indexing means this doesn’t just affect UX, it directly influences your search rankings.

So if mobile optimization isn’t baked into your campus recruitment strategies, it’s time to fix that. Fast.

Example: University of the District of Columbia (UDC) launched a newly redesigned, mobile-first website in 2025 to enhance recruitment.

Source: UDC

The site features a “mobile-friendly and accessible design” optimized for all devices. This responsive overhaul was part of a strategic initiative “aimed at…enhancing recruitment efforts” and making it easier for prospective students to explore academic programs. By improving navigation, search, and ensuring the site works seamlessly on phones, UDC’s digital entryway better serves today’s mobile-minded applicants.

3. Use Video to Tell Real Stories

Think about the last time you were captivated by a piece of content online. Chances are, it was a video. Video is more than just a nice-to-have. It’s one of the most effective ways to emotionally connect with prospective students and help them see themselves at your school.

Today’s students have grown up on YouTube, Instagram, and TikTok, and video content reigns supreme. Video accounts for over 80% of global internet traffic, and roughly 75% of video viewing now happens on mobile devices (aligning with Gen Z’s phone-first habits).

A recent guide on education video marketing noted that compelling videos can communicate complex ideas in seconds and resonate emotionally, which is why Gen Z “responds favorably to videos that are authentic, visually appealing, and emotionally resonant”.

Additionally, social algorithms favor video content, meaning your school’s videos are more likely to surface in feeds. With 80% of prospective students reporting that campus videos (tours, student stories, etc.) influenced their perception of a school, it’s clear that storytelling through video is no longer optional; it’s essential for recruitment success.

From quick TikToks to polished campus tours, the format you choose should match your audience and your message.

What works well?
- Virtual tours for international students who can’t visit in person
- Day-in-the-life vlogs from current students
- Candid interviews with faculty or alumni
- Instagram Reels that highlight clubs, campus life, or student events
Example: Queen’s University Belfast’s official student blog features a dedicated “Vlogs” section where current students share their experiences via video.

Source: Queen’s University Belfast

These student-created videos range from day-in-the-life stories to campus tours and tips for new students. By showcasing real student life through vlogs, Queen’s gives prospective students an authentic, relatable window into the university experience.

4. Empower Student Ambassadors to Speak for You

No offense, but students trust other students more than they trust your marketing team.

That’s why student ambassadors are one of the most powerful (and underutilized) assets in your recruitment toolkit.

With just a little structure and support, they can:
- Run TikTok takeovers during orientation week
- Host live AMAs on Instagram about life at your school
- Create vlogs or blog posts about their journeys
It’s authentic, it’s relatable, and it builds the kind of peer-driven trust that polished brochures never could. Best of all? Gen Z prefers real voices over institutional polish. So give them a platform and watch your reach expand.

Example: John Cabot University (JCU) runs a robust Student Ambassador program that puts current students front and center in recruitment.

Source: JCU

These ambassadors, hailing from around the world, actively engage with prospects through social media takeovers, Q&As, and one-on-one chats. JCU’s admissions website even features profiles and contact info for each student ambassador, inviting prospects to reach out directly.

5. Invest in SEO and Content That Answers Real Questions

You can’t enroll students who don’t know you exist. That’s where search engine optimization (SEO) and content marketing come in. When students start Googling “best film schools in Canada” or “how to get a student visa for the U.S.,” your institution should be right there with helpful, relevant answers.

Some essentials that build a strong foundation:
- Blog posts that answer FAQs on tuition, housing, or programs
- Program pages with embedded video, alumni outcomes, and clear CTAs
- Long-tail keywords like “how to apply for nursing school in Ontario” that attract motivated searchers
Higher Education Marketing (HEM) helps clients rank on page one of Google for high-converting keywords, turning organic traffic into an ongoing stream of qualified leads.

And unlike paid ads, the impact of good SEO keeps compounding.

Example: Medix College attracts prospects by publishing a steady stream of useful, SEO-optimized content related to its healthcare programs. Its official blog functions as a hub of career tips, industry trends, and program insights tailored to prospective students.

Source: Medix College

By answering common career questions and highlighting emerging fields, Medix organically improves its search visibility. This content marketing strategy attracts web traffic from interested learners and establishes Medix as an authoritative, student-centric institution, leading to more inquiries and applications driven by informative content, rather than just ads.

6. Use CRM and Data Tools to Nurture Leads at Scale

Managing hundreds or thousands of prospective students without a proper system in place is a recipe for missed opportunities.

A CRM (Customer Relationship Management system) does more than just store contact info. It helps you track where students are in the funnel, personalize your outreach, and automate time-consuming tasks like follow-up emails or event reminders.

With the right CRM, you can:
- Score leads based on engagement levels
- Trigger personalized email or SMS messages based on behavior
- Track ROI on every campaign or event
HEM’s CRM solutions are built specifically for higher ed, so you can identify, engage, and convert prospects without the guesswork.

Example: IH Dublin implemented a customized CRM (Mautic by HEM) to automate and personalize its student recruitment communications, using market segmentation to ensure each prospective student receives course information tailored to their specific needs. This strategic CRM implementation streamlined lead management by automatically capturing inquiries and communications, saving staff countless hours and allowing them to focus on high-quality, individualized interactions with students.

Source: HEM

By integrating web inquiry forms, social media, and email campaign data into one system, the school gained a comprehensive view of each prospect and leveraged these analytics insights to refine outreach strategies, improving the effectiveness of communications and boosting student recruitment conversions.

7. Strengthen Relationships with High Schools and Feeder Institutions

Want to build a pipeline that pays off year after year? Start earlier. By investing in relationships with guidance counselors, feeder schools, and partner institutions, you plant the seeds of trust long before application season.

What helps?
- Hosting “College Nights” or virtual info sessions
- Offering classroom-ready materials that educators can share
- Regular check-ins with guidance counselors to keep your school top of mind
This long-game strategy ensures your name is the first one students hear when they start exploring their options.

Example: Formed by the merger of Bloomsburg, Lock Haven, and Mansfield Universities, CommonwealthU has aggressively built feeder relationships in its region. In October 2022, it signed Local Scholar Agreements with 14 high school districts (expanding to 50 districts) in Pennsylvania to create a direct pipeline to its campuses. Under these agreements, any student graduating from a partner high school who meets basic criteria is guaranteed admission and up to $28,000 in scholarships to CommonwealthU.

Source: CommonwealthU

8. Gamify the Enrollment Experience

Most application processes aren’t exactly thrilling. But what if they could be fun? That’s where gamification comes in. Adding interactive, game-like elements to your recruitment process can boost engagement and make your institution stand out. Ideas to try:
- A quiz like “Which Degree Matches Your Personality?”
- A digital scavenger hunt during virtual open houses
- Points or prizes for completing milestones (like submitting an application or attending an event)
The result? More engagement, longer site visits, and a more memorable brand experience.

Example: To make campus visits and online events more engaging, Wentworth Institute of Technology (WIT) uses gamification elements in recruitment. For example, during a recent Open House, Wentworth organized a campus-wide scavenger hunt for visiting prospective students.

Source: WIT

Attendees were challenged to explore campus and snap photos of specific “hidden” items or locations, then show an admissions staff member to collect a prize. This fun competition had students actively interacting with the campus environment. Wentworth also partnered with the ZeeMee app (a social platform for admitted students) to host virtual scavenger hunts and trivia nights for incoming freshmen, turning the admissions process into a game.

9. Remove Friction From the Application Process

What are the 7 steps of the recruitment process? They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding. Of these seven steps, the selection process is arguably the most crucial.

You’ve piqued their interest. Now don’t lose them at the finish line.

One of the biggest conversion killers? Complicated, outdated, or buggy application systems.

Here’s how to clean it up:
- Make sure students can save their progress and come back later
- Allow autofill using Google or LinkedIn accounts
- Offer live chat support for real-time help
- Automate gentle reminders for those who haven’t finished applying
The easier the process, the higher the completion rate. It’s that simple.

Example: A common trend in streamlining has been colleges joining the Common App or other unified platforms. This is because a simplified, one-stop application lowers the effort for students applying to multiple schools.

Source: USI

In this example, USI joins the Common Application, enabling students to apply to USI alongside multiple schools with one form. USI’s enrollment team notes that the Common App’s mobile-friendly interface and consolidation of application tasks meet students’ expectations for simplicity. Additionally, USI uses an online status portal where applicants can see missing items and upcoming steps at a glance, reducing back-and-forth emails.

10. Localize Your International Recruitment Strategy

Going global isn’t just about translation; it’s about cultural connection. To truly succeed in international markets, your recruitment approach needs to feel local, not foreign. That means:
- Translating core content into key languages
- Showcasing alumni from the same regions
- Using familiar platforms like WeChat or WhatsApp to communicate
HEM specializes in multilingual campaigns that drive results across borders. Because when students see themselves represented, they’re more likely to say “yes.”

Example: To grow its Chinese student enrollment, Iowa State University invested in a heavily localized recruitment strategy for China. The university launched a fully localized Chinese-language website to engage students and parents in China on their terms. The site was hosted on a .cn domain for fast local loading and optimized for mobile, featuring ISU’s branding but with content written in Simplified Chinese.

Source: ISU

Crucially, ISU didn’t just translate admissions info; it adapted content to address what Chinese families value (e.g., program outcomes, safety, career opportunities) and made navigation intuitive for that audience. In tandem, Iowa State ramped up its presence on Chinese social media: it ran an official WeChat account for one-to-one engagement and a verified Weibo account (China’s Twitter) for broader outreach.

BONUS: Align Marketing and Admissions

Too often, colleges treat marketing and admissions like separate silos. Be sure not to make this mistake.

Your recruitment strategy is only as strong as the connection between these two teams. When marketing generates leads but admissions isn’t looped in (or vice versa), those leads slip through the cracks. Here’s how to tighten things up:
- Use shared dashboards so both teams see the same data
- Hold weekly check-ins to align on goals, campaigns, and challenges
- Make sure your CRM offers visibility and collaboration tools across departments
This alignment doesn’t just make your internal process smoother, it makes the entire student experience feel seamless.

Common Mistakes to Avoid

Even strong strategies can be weakened by a few missteps. Watch out for these:
- Neglecting follow-up: Students expect timely responses. Delays kill momentum.
- Generic messaging: One-size-fits-all language turns students off. Speak to their specific needs.
- Skipping analytics: If you’re not tracking what works, how will you improve?
Fix these gaps, and your recruitment strategies for colleges will be far more effective.

HEM: Your Partner in Enrollment Success

At Higher Education Marketing, we’ve spent over a decade helping colleges and universities level up their recruitment.

We offer:
- SEO and content strategy to boost visibility
- CRM solutions to nurture leads efficiently
- Paid ad campaigns across Google, Meta, and international platforms
- Custom dashboards to track ROI and make data-informed decisions
No matter your goals, whether domestic growth, international expansion, or brand visibility. HEM is here to help you meet (and exceed) them.

Final Thoughts

The landscape of student recruitment is shifting, and fast. But that’s not something to fear. It’s an opportunity. Which is the best method for effective recruitment? A balanced mix of digital personalization and relationship-building tends to drive the best results.

By embracing data, technology, storytelling, and personalization, you can create a recruitment strategy that not only works but resonates. So here’s the real question: Are you ready to lead the way? Because the future belongs to the schools that adapt, connect, and engage with intention. Let’s build that future together.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: What are the 7 steps of the recruitment process?

Answer: They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding.

Question: Which is the best method for effective recruitment?

Answer: A balanced mix of digital personalization and relationship-building tends to drive the best results.
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June 4, 2025
Email Marketing for Universities That Converts
Reading Time: 11 minutes

In a world obsessed with TikTok trends and digital ad spends, it’s easy to overlook the humble email. Yet, email marketing for universities and other higher educational institutions isn’t just surviving, it’s thriving.

While newer platforms grab headlines, email continues to deliver results where it matters most: student recruitment. In fact, email engagement has surged by a staggering 78% in recent years. That’s a clear signal: email is not just relevant, it’s essential.

Email remains one of the most powerful channels in higher education marketing, and for good reason. By the end of 2025, global email users are projected to reach 4.6 billion, with over 376 billion emails sent daily.

Our targeted email marketing services can help you attract and enroll more students.

Discover how we can enhance your recruitment strategy today!

The ROI speaks for itself: email marketing returns around $36 for every $1 spent, outshining many other channels. Here’s the surprising part. Students want your emails. In a recent survey, more than 68% of students prefer to receive content via email from higher-ed institutions.

But many schools are still doing it wrong. They send the same message to every contact, ignore personalization, and fail to align emails with the student journey. The result? Missed opportunities and low conversions.

This guide will walk you through how to craft student-first, high-converting email campaigns, from audience research to measuring real impact. Ready to turn your inbox into an enrollment engine? Let’s dive in.

Why Email? Why Now?

Let’s start from the very beginning. What is educational marketing? Educational marketing refers to the strategies and tactics used by schools, colleges, and universities to attract, engage, and enroll students. It includes campaigns across digital channels like email, social media, SEO, and paid ads to promote programs and build institutional brand awareness.

From there, we move on to the big question: Is email still relevant in 2025? Absolutely. In fact, 69% of education marketers say email provides a good to excellent ROI, outperforming heavy hitters like social media (55%), display ads (19%), and even SEO (46%).

Why is that?

Because email does three things exceptionally well. It provides a direct line to decision-makers, allows for scalable personalization, and supports long-term engagement without burning through your budget.

But, and this is key, many schools still aren’t tapping into its full potential. Too often, the same message is sent to everyone, without clearly defined audience profiles to guide the way. That’s where opportunity lives, for those willing to do it right.

Know Your Audience: Meet Sophie

Let’s talk about what separates forgettable campaigns from unforgettable ones.

It starts with understanding your audience, not just broadly, but deeply. This is where student personas come into play.

Meet Sophie.

She’s a 30-something international career professional with 3–7 years of experience. Sophie is exploring MBA programs and micro-credentials, driven by career advancement and global networking opportunities. She’s ROI-conscious, skeptical about short courses, and likely found your school via Instagram or Google.

See the difference?

When you write with Sophie in mind, you’re not just blasting content, you’re building trust. She wants to know your credentials are legit. She’s inspired by student success stories. She’s curious about cultural experiences.

So instead of saying, “Join our business program,” try, “Boost your global career with accredited micro-credentials and a community that spans five continents.” Now that’s an email that connects. Now that we’ve seen what a well-developed persona looks like, let’s explore how to apply this kind of insight through segmentation.

Example: McMaster University’s Continuing Education division’s persona-based email drip campaigns for lead nurturing show how each email is tailored to a persona (e.g. career changers in Project Management or Applied Clinical Research) with personalized greetings (“Hi {{FirstName}}”) and program-specific content.

Source: McMaster University

Make It Personal: Segmentation and Customization

Different students have different interests and needs, so your university email campaign should too.

Segmentation

By dividing your email list into meaningful groups (or “segments”), you can send each group content that truly matters to them. The result? Dramatically better performance.

For instance, marketers have seen a staggering 760% increase in email revenue from segmented campaigns. Campaign Monitor also found that segmented education campaigns can achieve open rates around 18%, far above the industry average. Clearly, segmentation isn’t just a nice-to-have; it’s a game-changer.

How to segment effectively? Think about the factors that distinguish your prospective students. Common segmentation angles in higher ed include:
- Stage in enrollment journey: Are they brand-new inquiries, applicants, or admitted students? (More on this later.)
- Academic interests: What program or major are they interested in? Emails tailored by program (e.g. Engineering vs. Liberal Arts prospects) will highlight different selling points.
- Demographics/Location: Is the student international or domestic? High school senior or adult learner? Local or out-of-state? Each group may respond to different messaging.
- Behavioural engagement: How have they interacted with your school so far? (Attended a webinar, downloaded a brochure, etc.) Those actions can trigger targeted follow-ups.
Segmenting your list by criteria like these ensures each student gets content that speaks to their specific situation. As a result, your emails feel more relevant, and relevance drives results.

Example: The Cut Design Academy launched a promotional recruitment email targeting prospective students for its January 2025 Makeup Artistry Certificate intake. The campaign focused on driving immediate applications from students close to the decision stage, offering a limited-time tuition discount to accelerate conversions. Framed around an exclusive offer, the email used urgency, clear benefits, and student-focused messaging to stand out. The campaign leveraged personalization through tone (“Dear creative mind”) and clear calls to action, guiding prospects from interest to enrollment with stage-aligned messaging.

Source: The Cut Design Academy

Segmented emails consistently outperform generic blasts, leading to stronger engagement, greater relevance, and improved results across the board. Marketers find that tailoring messages to specific audience groups makes campaigns more effective and impactful. The bottom line? When you embrace the diversity of your audience and tailor your messaging accordingly, they’ll reward you with higher engagement.

Let’s say you have a student interested in your Executive MBA. They’ve clicked on emails but haven’t registered for an event. You wouldn’t send them the same message as a high school student in Colombia interested in ESL.

Personalization

Now add personalization on top. If segmentation is about who you’re writing to, personalization is about what and how you communicate to each person. Today’s prospective students expect a personalized touch, and they respond when they get it.

Here’s why: Research shows that emails with personalized content have a 29% higher open rate and a 41% higher click-through rate than non-personalized emails. Simply put, personalization grabs attention. It signals to the student that “this is about you,” cutting through the clutter of impersonal mass communications.

Personalization can be as simple as using the student’s first name in the greeting or subject line – emails with a personalized subject are 29% more likely to be opened, according to Experian. But it goes much deeper than that. Effective enrollment emails often incorporate personal details like the student’s intended major, specific interests, or past interactions.

Let’s Look At Two Examples:
- If a prospect has shown interest in your business program, your follow-up emails should reflect that. Highlight business-specific content such as alumni success stories, internship opportunities, and upcoming events related to the program. This reinforces relevance and keeps the student engaged with information they care about.
- If a student clicks on a link about financial aid, your next email could focus on scholarships, bursaries, or affordability tips. This kind of targeted follow-up shows that you’re paying attention to their concerns. And students notice this effort.
An EAB survey in 2024 found that 93% of students said receiving a personalized message from a college would encourage them to explore that school further.

That’s an overwhelming majority who are more likely to engage simply because your email spoke directly to their interests or concerns. 71% of students expect personalized interactions from brands (including universities), and 76% get frustrated when they don’t get them. The message is clear: personalization isn’t just a nice touch; it’s expected.

Example: This email from London Business School (LBS), addressed personally to the recipient (“Conor, come and meet some of the people that make LBS unique”), exemplifies effective personalization (using the student’s name and regional relevance) and event-based drip sequencing, reinforcing LBS’s presence and availability as the student prepares to make a decision.

Source: London Business School

So, how can you infuse personalization into your campaigns? Here are a few proven tactics (think of these as the “little things” that yield big results):
- Use dynamic fields: Most email platforms allow you to insert the recipient’s name or other attributes automatically. A subject like “John, here’s info on the Computer Science program you liked” is far more engaging than a generic “Learn about our programs.”
- Tailor content to personas: If you’ve segmented by persona or interest, craft the email copy and images to match each segment. A student athlete might get an email highlighting campus sports facilities and team success, whereas a fine arts prospect might see content about your art studios or student exhibits.
- Leverage behavioural data: Personalization can also be triggered by what a student does. For instance, “We noticed you started an application – here are the next steps,” or “Thanks for downloading our Nursing Program guide – would you like to attend a nursing info session?” These timely, relevant messages show that you’re paying attention and ready to help.
In a nutshell, how do you develop a marketing strategy for a university? Start by defining clear goals (e.g., increase applications or improve yield), identify target audiences using personas, choose the right channels (email, social, SEO), create tailored content for each stage of the student journey, and measure results regularly to optimize performance.

Align With the Student Journey

A student’s path from curiosity to commitment isn’t linear. Your email marketing strategy shouldn’t be either.

Awareness

This is your digital handshake. Send welcome emails that reflect your institution’s voice: professional, warm, and resourceful. Keep it brief and include CTAs to helpful blog posts, reports, or program videos. The goal here? Spark interest and build trust.

Example: Algonquin College initiated a welcome email campaign targeting newly inquiring students, aimed at supporting the awareness stage of the enrollment funnel. This automated email is sent immediately after a student checks out a program or completes an inquiry form, making it a textbook example of an early-stage drip campaign designed to keep the college top-of-mind and help prospects begin their research journey.

Source: Algonquin College

Consideration

Now that they’re paying attention, it’s time to educate. Share program benefits, tuition details, and testimonials. Even better, offer personalized interaction, like a Q&A session with advisors. Emails at this stage become your student’s research partner.

Example: Miami Ad School implemented a direct and informative follow-up email targeting prospective students who had expressed prior interest in one of its portfolio programs. The message used light personalization and concise formatting to clearly lay out the next steps for engagement. This email served as an early-stage consideration touchpoint designed to convert inquiry-stage leads into applicants.

Source: Miami Ad School

Decision

Here’s where the magic happens, or it doesn’t. Use emails to overcome last-minute doubts, emphasize application deadlines, and make it ridiculously easy to act. Offer a call with an advisor. Include direct application links. This is where you close the loop.

Enrollment

Don’t stop now. Once students say “yes,” keep the momentum going. Celebrate with a warm welcome, then guide them through the next steps: registration links, orientation videos, and community invites. Make them feel like part of something exciting.

The Anatomy of a Winning Email

So what does a high-converting email actually look like?

1. Craft Irresistible Subject Lines
- Include first names or program names
- Add urgency (“Last Chance!”) or exclusivity (“Just for You”)
- Steer clear of spammy ALL CAPS and excessive punctuation
Example:
[Alex], Your Journey to an International Career Starts Here

2. Write Compelling CTAs
- Be specific and action-driven:
  
  “Apply Now”
  
  “Book a Call”
  
  “Join the Webinar”
- Explore more about email CTA best practices
3. Optimize for Timing and Mobile
- Test send times (mid-week often work well)
- Mobile-first design is a must; 55% of emails are opened on phones
- Responsive layouts = higher clicks and happier readers
Stay Out of Spam and In Their Good Books

Even the best content won’t help if it lands in the junk folder. Avoid spam triggers (like “FREE!!!”). Keep your database clean, and follow laws like CAN-SPAM (US), CASL (Canada), and PECR (UK). And yes, always include that unsubscribe link; it builds trust.

Fun fact: The average inbox placement rate is 83%, so there’s room to optimize.

Build Relationships With Drip Campaigns

Think of a drip campaign as a well-timed sequence of nudges. It starts with a thank-you or auto-response after form submission.

Then, over days or weeks, you send emails that deepen interest, event invites, alumni success stories, or a reminder to complete an application. Every email has a purpose. Every message moves the needle.

Track What Really Matters

If you’re only looking at open rates, you’re missing the bigger picture.

Here’s a smarter approach:
- Use open rates to gauge subject line effectiveness (aim for 46–50%)
- Analyze click-through rates to measure engagement, event invites can hit 15–25%
- Most importantly, track conversion rates: Are students applying, booking meetings, or showing up?
The data doesn’t lie. HEM’s insights show that most student bookings happen only after a lead is nurtured, sometimes weeks after their first touchpoint.

Final Thoughts: Your Enrollment Power Tool

We’ve covered a lot of ground, and you might be thinking, “How do I implement all of this?” The key is to view these strategies not as isolated tactics, but as complementary pieces of a holistic email marketing plan.

Segmentation gives you the framework (who gets what), personalization adds the special sauce (making content relevant to each individual), drip campaigns provide the delivery engine (timing and automation), mobile optimization ensures your efforts actually get seen on students’ preferred devices, and enrollment-stage alignment keeps your messaging strategy coherent from start to finish.

Each strategy is powerful on its own, but together they truly transform your email marketing from a simple broadcast tool into an engaging, research-backed recruitment machine.

You’ll be speaking to the right student with the right message at the right time – and that’s a recipe for higher open rates, click-throughs, and conversion to applications and enrollments. Just ask the institutions we discussed: they’ve seen application surges, increased yield, and record enrollments by putting these principles into practice.

To recap, how can colleges increase enrollment? Colleges can boost enrollment by improving lead nurturing (e.g., drip email campaigns), enhancing website conversion, offering personalized communication, streamlining the application process, and using data to better target and engage prospective students.

Done right, email isn’t just part of your marketing mix. It’s the glue that holds your enrollment strategy together.

Our targeted email marketing services can help you attract and enroll more students.

Discover how we can enhance your recruitment strategy today!

Frequently Asked Questions

Question: What is educational marketing?

Answer: Educational marketing refers to the strategies and tactics used by schools, colleges, and universities to attract, engage, and enroll students. It includes campaigns across digital channels like email, social media, SEO, and paid ads to promote programs and build institutional brand awareness.

Question: How do you develop a marketing strategy for a university?

Answer: Start by defining clear goals (e.g., increase applications or improve yield), identify target audiences using personas, choose the right channels (email, social, SEO), create tailored content for each stage of the student journey, and measure results regularly to optimize performance.

Question: How can colleges increase enrollment?

Answer: Colleges can boost enrollment by improving lead nurturing (e.g., drip email campaigns), enhancing website conversion, offering personalized communication, streamlining the application process, and using data to better target and engage prospective students.
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May 28, 2025
Email Marketing & Student Retention in Higher Education
Reading Time: 11 minutes

Student retention remains one of the biggest challenges in higher education, with dropout rates continuing to concern institutions worldwide. For colleges and universities today, student retention in higher education has evolved into something far more holistic than it once was.

Recent data underscore the scope of the problem: roughly one in four undergraduates will leave college without completing a degree. For example, data from the Australian Department of Education shows that nearly 25% of higher education students who began in 2017 had not completed their programs by 2022. The United States reports a comparable figure, with NCES data showing first-year retention rates for full-time undergraduates averaging around 75% to 78%, indicating an attrition rate of approximately 22–25%.

Our targeted email marketing services can help you attract and enroll more students.

Discover how we can enhance your recruitment strategy today!

Behind these statistics are myriad reasons. Financial pressures, mental health struggles, and a lingering sense of disconnection (exacerbated by post-pandemic-era remote learning) are among the top factors driving students to leave.

This early departure is not just a personal setback for students (many of whom incur debt without obtaining a credential) but also a serious concern for universities. Every student lost represents a missed opportunity to fulfill someone’s potential and a significant cost to the institution in lost tuition and wasted recruitment efforts. It’s no surprise, then, that in 2024/25 the conversation around student success has zeroed in on retention, keeping those first-year students engaged to graduation.

Amid these challenges, colleges and universities are exploring new ways to support students beyond the classroom. Interestingly, one of the most powerful tools is quite ordinary: email. While often associated with marketing departments or alumni fundraising, email communication has proven to be an unsung hero in student retention strategies. Done right, regular digital touchpoints – from welcome emails and deadline reminders to check-ins and newsletters – can nurture a sense of belonging and keep students from “falling through the cracks.” This blog post explains how.

What Is the Meaning of Student Retention?

Student retention refers to an institution’s ability to keep students enrolled continuously, usually from one academic term to the next, until they complete their program. Retention in higher education means the same as student retention, but in the context of colleges and universities. It typically refers to the percentage of students who return each year and progress toward graduation. It’s often measured as the inverse of dropout or attrition rates and serves as a key indicator of institutional effectiveness and student satisfaction.

But while the metric is important, it doesn’t tell the whole story. Retention intersects with numerous aspects of the student experience, including:
- Academic preparedness and performance
- Emotional and mental well-being
- Financial stability and support
- Social integration and sense of belonging
- Clarity around future goals and career pathways
In short, high retention signals that a school is providing the tools and environment students need to thrive. Low retention often suggests systemic gaps that need attention, whether in support services, communication, or curricular alignment.

When schools understand the deeper “why” behind retention patterns, they can begin building strategies to support students in more intentional and effective ways.

Why Do Some Students Stay and Others Leave?

Understanding college student retention means examining both barriers and motivators that influence whether a student chooses to continue or withdraw. Here are some of the most common reasons students make that decision:

1. Academic Challenges

A student who feels unprepared for their coursework or overwhelmed by expectations may quickly disengage. This can be especially true for first-generation students or those entering a competitive academic environment without sufficient support.

What helps: Proactive emails that demystify academic expectations, offer success tips, and highlight tutoring resources early in the term can make a real difference.

Example: At the vocational education level, Oconee Fall Line Technical College (OFTC) in Georgia provides a good example of communication-driven retention support. OFTC employs dedicated Retention Specialists who monitor student progress and intervene when issues arise.

Source: OFTC

Using an internal early-alert system, the college flags at-risk students (such as those with irregular attendance or missing assignments) and initiates proactive outreach. Retention staff then reach out to students, often via college email or phone, to check in and connect them with help. This includes emailing a student about available tutoring when they struggle academically, or discussing solutions if a student is considering withdrawal.

2. Lack of Community or Belonging

The feeling of being “invisible” on campus can be just as impactful as academic performance. Students who don’t feel they belong are significantly more likely to leave, particularly during their first year.

What helps: Targeted emails that invite students to join clubs, attend welcome events, or connect with peers can foster a stronger sense of connection.

Example: AAPS circulates an official newsletter to share recent happenings in the pharmaceutical field and celebrate student achievements. Students consent to having their names and photos featured in these newsletters. This practice personalizes communications and recognizes student accomplishments. This targeted content helps build a sense of community and keeps current students motivated to persist in their programs.

Source: AAPS

3. Financial Stress

Tuition fees, housing costs, and daily expenses can make the college experience financially unsustainable for many students. Some may not even know what aid or resources are available.

What helps: Email reminders about scholarships, payment plans, emergency aid, or financial counseling empower students to seek help before small issues become major obstacles.

Example: In London, City, University of London runs City Cares, a dedicated support programme for vulnerable student groups – including those estranged from family, or young adult caregivers. A key element of City Cares is consistent personal communication: staff send regular check-in emails and updates to these students to see how they are doing and offer help.

Source: City, University of London

Students in the program have a designated staff contact whom they can reach by email or phone for one-to-one support. City Cares also provides practical resources like bursaries, housing assistance, and priority access to opportunities, all communicated through targeted outreach.

4. Unclear Career Direction

Students who lose sight of how their studies connect to real-world opportunities often lose motivation. Without a sense of purpose, continuing can feel pointless.

What helps: Emails that highlight internship opportunities, alumni career paths, and academic-to-career connections help students stay focused and inspired.

5. Personal and Mental Health Struggles

From stress and anxiety to family emergencies or health issues, life challenges can derail even the most motivated students.

What helps: Compassionate, well-timed emails from student services that highlight wellness resources, counseling services, and peer support groups remind students they are not alone.

Example: DCC uses digital content to address student well-being, which is crucial for retention. A blog post on the college’s site, shared via email and social media, discussed how emotional well-being impacts learning, noting that a student’s mental health influences “focus, engagement, social interactions, and overall academic success.” By openly guiding mental health, DCC shows students and parents that the college cares about more than academics.

Source: DCC

In each of these cases, the common thread is communication. When institutions deliver the right messages at the right moments, they can provide reassurance, guidance, and pathways forward, all of which contribute to stronger retention outcomes.

How Email Marketing Supports the Entire Student Journey

Email marketing is not just about promotion. In the context of higher education, it is a structured communication framework that allows institutions to be consistently present for their students, especially when automated and segmented based on academic year, behavior, or demographic indicators.

Let’s take a look at how email can support retention from orientation through graduation.

Year One: Onboarding and Early Support

The first year is foundational. It’s where impressions are formed, habits are developed, and questions abound.

Effective first-year campaigns include:
- A welcome series that introduces campus leaders, outlines what to expect, and provides a friendly tone of engagement
- Resource emails such as “How to Book Time With an Academic Advisor” or “Top Study Spots on Campus”
- Surveys and wellness check-ins asking students how they’re doing and connecting them to specific supports based on their responses
- Invitations to student orientation events, campus fairs, and mentorship programs
This early outreach reduces anxiety and builds a relationship of trust. When students know they can expect relevant, useful information in their inbox, they are more likely to engage with their institution in meaningful ways.

Example: John Cabot University (JCU) has made student retention a priority through robust student services and outreach. The university’s communications team uses segmented email lists to target different student groups – first-year degree seekers, study-abroad students, etc.

Source: John Cabot University

Upon arrival, all first-year students receive a series of orientation emails with tips on navigating campus life in Rome, introductions to support offices (counseling, academic advising), and invitations to community-building events. This email nurturing continues throughout the year. JCU’s focus on student engagement reflects its ongoing commitment to retention, with email outreach playing a key role in fostering community and support.

Sophomore and Junior Years: Momentum and Direction

The second and third years of college can be challenging. Students may experience mid-degree fatigue, uncertainty about their major, or a lack of motivation.

Email campaigns that support these years often focus on:
- Important academic milestones, such as major declarations, registration deadlines, or capstone requirements
- Career development, including internship announcements, networking events, or resume-building resources
- Personal development opportunities, like study abroad, research assistantships, or leadership training
- Wellness and retention-focused campaigns that flag disengaged students and prompt follow-up from advisors.
By continuing to communicate thoughtfully during this middle phase, institutions can ensure students maintain their momentum and receive targeted interventions before problems escalate.

Example: Southern Methodist University’s (SMU) Office of Student Success & Retention created the “Don’t Ghost SMU” initiative to re-engage students who stop attending without formally taking a leave. Each term, the university identifies “ghosters” – undergraduates who are neither enrolled for the coming term nor on an official leave of absence. The retention team then reaches out to these students three times via email and text message to ask about their plans and encourage them to re-enroll. Students who respond and decide to return are provided with one-on-one support to facilitate their re-entry.

Source: SMU

Senior Year: Graduation and Beyond

Students approaching graduation often face a new set of stressors—final projects, job applications, and the pressure of “what comes next.” At this point, communication becomes about both support and celebration.

Senior-focused email strategies may include:
- Step-by-step graduation guides that include deadlines for forms, fees, and ceremonies
- Invitations to career prep workshops, mock interviews, or job search bootcamps
- Highlight reels of student accomplishments or alumni stories to boost morale and confidence
- Communications from deans or student leaders congratulating seniors and offering final words of encouragement
Example: NeuAge’s digital content provides career advice and skill-building tips as part of the institution’s ongoing commitment to graduates’ success. NeuAge also promotes free online workshops and webinars (often via LinkedIn and email) led by industry experts, giving current students and recent grads extra opportunities to network and upskill.

Source: NeuAge Institute

Best Practices for Retention-Focused Email Campaigns

If your institution wants to maximize the impact of email on student retention, consider the following best practices:

1. Segment Thoughtfully

A one-size-fits-all email won’t resonate across a diverse student body. Tailor content based on class year, academic discipline, or unique identifiers like international status or first-generation background. The more relevant the message, the more likely it will be read and acted on.

2. Use Automation With Intention

Automated emails shouldn’t feel robotic. Use your CRM to trigger messages based on behavior (like missed assignments or low engagement), but personalize them with the student’s name and relevant links or contacts. Automation should make the student feel seen, not surveilled.

3. Focus on Value

Each email should offer something of clear value: a helpful tip, a timely reminder, a story that inspires. Avoid sending messages just to fill space in a calendar. If the email doesn’t help the student succeed, it probably shouldn’t be sent.

Example: ENSR (a Swiss international school) maintains high transparency with parents through regular digital bulletins. The school posts and emails information on upcoming events. For instance, parents receive notices about scheduled parent-teacher meetings, ski trips, and even windsurfing camp well in advance. ENSR’s online parent info page archives these communications, noting what was sent when.

Source: ENSR

4. Monitor and Adjust

Track engagement data: open rates, click-throughs, and unsubscribes, and use this to inform future messaging. If a subject line isn’t working or a campaign doesn’t drive traffic, revise your approach. Feedback and responsiveness are key to any long-term strategy.

5. Collaborate Across Departments

Retention is not the sole responsibility of academic advising or marketing. Develop integrated campaigns that align messaging across departments, including career services, financial aid, and student wellness, so students receive cohesive, coordinated communication.

Why Email Marketing Belongs in Your Retention Strategy

Email marketing offers something uniquely powerful: it meets students where they already are, with messages that can be scheduled, targeted, and personalized at scale. When done well, it brings a human touch to institutional processes, building relationships that motivate students to stay engaged.

More than a tool for reminders or promotions, email can:
- Prevent students from slipping through the cracks
- Foster emotional connection and institutional pride
- Reinforce the idea that success is not only expected, but supported
Ultimately, when students feel informed, included, and inspired, they are more likely to persist through challenges and complete their degrees. And that’s the heart of any successful retention strategy. Would you like to work on effective strategies for greater Higher Ed Student Retention?

Our targeted email marketing services can help you attract and enroll more students.

Discover how we can enhance your recruitment strategy today!

Frequently Asked Questions

Question: What is the meaning of student retention?

Answer: Student retention refers to an institution’s ability to keep students enrolled continuously, usually from one academic term to the next, until they complete their program. Retention in higher education means the same as student retention, but in the context of colleges and universities.

Question: What is retention in higher education?

Answer: Retention in higher education means the same as student retention, but in the context of colleges and universities. It typically refers to the percentage of students who return each year and progress toward graduation. High retention in higher ed indicates that students are staying enrolled and on track to finish their degrees.

Question: What are the reasons for student retention?

Answer: Students are more likely to be retained (stay in school) when key needs are met. Common reasons for strong student retention include effective academic support (so students don’t fall behind), a sense of belonging on campus (feeling connected to peers and the school), financial stability or aid (relieving tuition stress), and clear personal motivation or goals (seeing the value of their degree). Essentially, when students feel supported academically, socially, and financially – and they believe their education will benefit them – they are far more likely to stay through graduation.
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May 14, 2025
Redefining Student Success with Digital Marketing and CRM
Reading Time: 10 minutes

The way higher institutions define and acknowledge student success in higher education today is changing rapidly. Today, diplomas and transcripts are no longer the benchmarks for measuring the success rate of students in their academics. To define success, you have to consider a complete and holistic journey and vision. Factors like the student’s academic excellence, mental and physical growth, and preparation for what comes next are increasingly becoming key to defining academic success. This is why universities are looking beyond enrolment figures, they are now more focused on helping their students thrive academically, socially, and professionally.

This brings us to the role of modern digital marketing tactics and advanced CRM tools. Colleges can create an environment that supports every student with the right resources they need to succeed, using the data-driven outreach and personalized support that these tools offer. In this blog post, we’ll explore the true meaning of student success and what key metrics are best placed to measure student success in higher education. We’ll also show you how marketing automation and CRM platforms (including HEM’s own Mautic for Education and Student Portal) can help drive real student achievement. Read on to find out what strategies and tools are best suited to define modern student success.

Looking for an all-in-one student information and CRM solution tailored to the education sector?

Try the HEM Student Portal!

Redefining Student Success Metrics in Higher Education: Beyond GPAs and Graduation Rates

Who you ask about the definition of academic success will also determine the type of answer you get. Administrators might lean towards metrics and retention rates. Students tend to have a more personal definition of success, like having supportive mentors, developing confidence, and building lasting connections.

This brings us to the question: What is the definition of student success? The definition of student success encompasses building communication skills and critical thinking activities, career or grad school readiness. In essence, a successful student grows through campus life, engages with the community, and adequately prepares themself for future opportunities.

Below are components of a comprehensive student success definition:
- Academic Achievement: Mastering course material and maintaining strong GPAs
- Persistence and Retention: Continuing enrolment term after term until graduation
- Personal Development: Cultivating critical thinking, communication skills, and emotional intelligence
- Engagement and Belonging: Finding community through meaningful campus involvement
- Career Readiness: Building the confidence and skills needed for post-graduation success
As EDUCAUSE, a prominent education technology organization, points out, student success programs “promote student engagement, learning, and progress toward the student’s own goals through cross-functional leadership and the strategic application of technology.” This reaffirms the fact that true success calls for a harmonious relationship between human connection and technology.

Measuring What Matters: The Metrics of Achievement

How do we truly and correctly measure student success if we say that there are many sides to it? What is the definition of a successful student, and how to measure student success in higher education? While this question has intrigued higher educational professionals for decades, today’s schools are finding the right answers by combining traditional metrics and emerging indicators.

Traditional measurements include retention rates (are students returning each semester?), graduation rates (are they completing their degrees?), and academic performance (are they mastering the material?).

Now, these numbers matter. They help us tell to a reasonable degree if students are progressing toward their educational goals, or not. However, there’s a richer story to be told beyond these statistics, and you’ll learn about it shortly.

Student success metrics commonly include:
- Retention Rates: The percentage of students who return for subsequent terms
- Graduation Rates: How many students complete their degrees within expected timeframes
- Academic Performance: Beyond grades—how students grow intellectually over time
- Student Engagement: Participation in everything from research opportunities to campus events
- Student Satisfaction: Feedback that reveals how students experience their education
- Post-Graduation Outcomes: Career placement, graduate school acceptance, and alumni achievements
Away from these quantifiable measures, today’s schools value the essence of student-defined success. For them, it could be a first-generation student finding their voice, an international student building cross-cultural friendships, or a working parent balancing studies with family life. The schools that manage to combine statistical trends with individual stories will ultimately get the most complete picture of things.

Examples: ULM developed FlightPath, an open-source advising system for degree audits, early alerts, and “What If?” planning. It is designed to help you determine your progress toward a degree.

Source: ULM FlightPath

Digital Marketing: Setting the Stage for Success

What do marketing strategies have to do with student success? What does digital marketing contribute to student success? Higher education marketing and student success are interconnected through a series of key touchpoints.

The path to college student success often begins with that first Instagram post that catches a high school junior’s eye or that personalized email that addresses their specific interests. It is all part of the coordinated digital marketing campaigns that today’s schools employ, to great success.

Here’s how digital marketing strategies can help nurture student success:
- Attracting the right-fit students: When marketing materials paint an authentic picture of campus culture, incoming students arrive with realistic expectations and are more ready to engage.
- Personalized communication: Tailored messages that speak to individual aspirations create early connections. When a prospective engineering student receives content about robotics competitions or research labs, they begin envisioning their place in your community.
- Seamless onboarding: The summer before freshman year can be overwhelming. Automated campaigns that introduce new students to campus resources, share advice from current students, and foster peer connections help transform nervousness into excitement.
- Feedback loops: Savvy marketing teams don’t just broadcast – they listen. Social media monitoring and regular surveys help identify pain points before they become barriers to success.
Examples: Gonzaga’s English Language Center moved from siloed data to a Student Success CRM on Salesforce, improving collaboration and early-alert capabilities for ESL learners.

Source: Gonzaga University

CRM Tools: The Backbone of Student Support

Customer Relationship Management (CRM) systems are now important tools for tracking and supporting the student journey, especially in today’s data-driven world. These platforms present themselves as centralized hubs that help schools track student progress, identify potential challenges, and carry out timely interventions.

Colleges can transform how they engage with students at every stage using the right CRM. Take this scenario for example: A first-year student misses out on many classes and fails to log into the learning management system for two weeks. While this might have gone on without being detected in the past, probably until midterm grades showed a significant gap, not anymore. With a CRM, a trigger will set off based on this pattern and send automatic alerts to the students’ advisor, who can now contact support resources to arrest the decline before it further spirals.

Example: King’s College uses CRM Advise to flag risk factors, like missed classes, and automatically route alerts to advisors and support centers.

Source: King’s College – CRM Advise

Here are six ways CRM tools elevate student success in higher education:
1. Centralizing the 360° Student View: Modern CRMs integrate data from admissions, advising, financial aid, and student life to create comprehensive student profiles. When an advisor can see that a struggling student is also working 30 hours weekly, they can provide more targeted support.
2. Enabling Early Alerts: By analyzing patterns like missed assignments or decreased LMS activity, CRMs can identify at-risk students before a crisis develops.
3. Automating Support Workflows: Smart CRMs ensure consistent communication throughout the student journey. From congratulatory messages when students ace exams to gentle nudges when they miss classes, automated workflows maintain continuous engagement without overwhelming staff.
4. Providing Data-driven Insights: Institutions can analyze which interventions are best-suited to promote student success, using comprehensive data collection.
5. Streamlining Administrative Processes: By simplifying registration, financial aid processes, and advising appointments, CRMs eliminate frustrating barriers that might otherwise derail student progress.
6. Promoting Community: Many platforms include features that connect students with mentors, study groups, and support communities. These all help to nurture the sense of belonging that anchors students during challenging times.
With solutions like Mautic by HEM, schools can enjoy robust CRM and marketing automation tailored specifically for them. The platform provides a central hub where you can manage all of your leads, applicants, agents, and parent contacts, enabling personalized support throughout the student lifecycle.

Example: Michael Vincent Academy, a Los Angeles-based beauty school, sought to enhance its student recruitment efficiency by streamlining lead management and follow-up processes. With HEM’s Mautic CRM, the academy automated key marketing tasks and introduced lead scoring, enabling staff to focus on high-value prospects. This allowed the team to dedicate more time to building meaningful connections with prospective students, ultimately improving recruitment outcomes.

Source: HEM

HEM’s Student Portal combines online application creation and management, SIS functionality, and lead-nurturing tools in one centralized system. As a student, this is designed to help you manage your journey – from initial application to enrolment to graduation and beyond.

As a school, using these specialized tools can help you address your institution’s unique needs and leverage the capacity of generic CRMs.

Source: HEM

Example: Students at Western Michigan University (WMU) use the Student Success Hub’s CRM to schedule and manage appointments, review advising notes, work on success plans, and tasks.

Source: WMU Student Success Hub Training

The Impact of Dedicated Success Programs

One of the key ingredients of college student success is the use of structured programming that helps students navigate important stages of their academic journey. Many schools have found value in offering a student success class or course, such as a freshman seminar or “College 101” course that equips students with essential skills and connections.

What is a student success class in college? It’s a course designed to help students be successful in college. It aims to help students properly navigate both academic requirements and college culture. Here is a list of subjects that these classes typically cover:
- Effective study strategies tailored to college-level expectations
- Time management techniques for balancing academic and personal demands
- Campus resource navigation, introducing students to everything from tutoring to counselling
- Financial literacy skills to manage college costs
- Stress management and wellness practices
- Career exploration and professional development
Research continues to show that the students who complete these courses earn more credits and have a higher graduation rate than those who don’t participate.

The Power of Storytelling in Student Success Marketing

By channelling authentic storytelling into their marketing narratives, schools can connect with prospective and current students. Stories have a way of transforming abstract content as “retention initiatives” into relatable human experiences that inspire action.

What if you created a series featuring diverse student voices? Think of the impact it can have. Think of first-generation students who initially had doubts about themselves but connected with mentors who had faith in them, the transfer student who found unexpected opportunities, or the international student who calls the school home.

Not only do these narratives attract prospective students, but they remind the current ones that challenges are not special and that success is very much achievable.

Tips to Boost Student Success with Marketing and CRM

Institutions looking to take advantage of digital marketing and CRM tools more effectively should consider these practical strategies.
1. Use Data to Personalize Outreach: Segment your communications based on student interests, challenges, and milestones to provide relevant support throughout their journey.
2. Implement Early Alert Systems: Configure your CRM to identify warning signs like decreased engagement or academic struggles, enabling timely, personalized interventions.
3. Integrate Your Systems: Ensure your marketing automation, CRM, and student information systems communicate seamlessly for a complete view of each student’s experience.
4. Maintain Consistent Communication: Develop messaging flows that accompany students from prospective inquiry through graduation while remaining authentic and supportive.
5. Leverage Student Feedback for Content: Gather testimonials and success stories that inspire current students and set realistic expectations for prospects.
6. Train Your Team on Tools: Invest in comprehensive training so everyone, from admissions counselors to faculty advisors, can effectively use your CRM to support student success.
Example: GSU’s Student Success 2.0 initiative includes implementing an enterprise CRM for a unified student record and early-alert triggers to boost retention by up to 1.2 % annually, with the National Institute for Student Success (NISS) also set up to that effect.

Source: GSU Student Success 2.0 Initiative

Creating a Culture of Success: A Holistic Approach

The most effective approach to student success blends marketing insights, CRM capabilities, and human connections in one big package. With these elements working in harmony, institutions can create environments where students from all backgrounds can thrive.

Remember that behind every data point is a student with dreams, challenges, and unlimited potential. When you align marketing, technology, and support programs around a student-centred vision of success, you can get positive outcomes in return. We don’t just improve statistics, we transform lives and fulfill higher education’s fundamental promise.

Looking for an all-in-one student information and CRM solution tailored to the education sector?

Try the HEM Student Portal!

Frequently Asked Questions

Question: What is the definition of student success?

Answer: The definition of student success encompasses building communication skills and critical thinking activities, career or grad school readiness.

Question: How to measure student success in higher education?

Answer: While this question has intrigued higher educational professionals for decades, today’s schools are finding the right answers by combining traditional metrics and emerging indicators.

Question: What is a student success class in college?

Answer: It’s a course designed to help students be successful in college. It aims to help students properly navigate both academic requirements and college culture.
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May 7, 2025
2025 Social Media Playbook for Education Marketers
Reading Time: 12 minutes

The year is 2025, and the influence of a rapidly evolving social media space in shaping education marketing campaigns is as critical as ever. While it has undoubtedly brought up several opportunities for those in the picture, it has also thrown up a few challenges that require the right gears to navigate. The stats are quite interesting: An increasing number of Gen Z users now turn to TikTok and Instagram as search tools, often preferring them over Google for quick information and exploration. This simply means that having a social presence for your school is no longer open to debate, it is an absolute necessity.

Today’s prospective students spend a lot of time browsing through multiple social media platforms. They make key decisions about their academic future based on what they see on these platforms. This is why an active social media presence is a key part of today’s educational marketing campaigns. However, beyond being active on these platforms, it takes a deliberate and strategic social marketing strategy to curate and create winning margins in this space.

At Higher Education Marketing Agency, we have several years of experience helping schools navigate the social space, converting interest into enrollment, and producing positive outcomes for many schools. Our personal, tested, and tried social media playbook for education marketers combines insights from leading education marketing experts with real-world examples. This playbook is designed to help your institution not just survive but thrive in today’s digital ecosystem. Read on to find out how.

Struggling with enrollment?

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The New Social Landscape: Multiple Platforms, Multiple Touchpoints

With social media evolving and becoming even more powerful, it is no longer a good idea to focus all your school’s attention on one platform. Today’s prospective students split most of their time among different platforms, and that’s why schools must be visible everywhere.

Prospective students might discover your school through a friend’s TikTok, research your programs on Instagram, watch alumni testimonials on YouTube, and check what parents are saying about you on Facebook, all before visiting your website. Your presence on each of these social media platforms will offer you unique opportunities to engage with different audiences.

Here’s a brief outline of the roles that different social media trends and platforms can play in your education marketing efforts.
- Instagram: Great for visual storytelling, event promotions, and engaging reels showing student experiences.
- TikTok: Ideal for short, fun, and informative content that drives brand awareness among younger audiences.
- YouTube: The best place to show long-form videos, student testimonials, virtual tours, and other educational content.
- Facebook: Essential for connecting with parents, alums, and local communities.
- LinkedIn: Great for professional connections and showing academic credibility, targeting parents and graduate prospects.
While having a presence across key platforms is essential, mastering the content formats that resonate most, particularly short-form video, has become equally critical.

Example: John Cabot University offers virtual tours of its campuses, some of which you’ll find via its social media pages, YouTube, and straight off its website.

Source: John Cabot University

Short-Form Video: The Undisputed Champion

The influence of short-form video in shaping social media trends is at an all-time high today. Gen Z and Gen Alpha consume information fast, they don’t want to watch traditional ads or sit through long videos all day. Prospective students want to see what life at a school looks like in under 60 seconds.

A large number of these students now turn to TikTok and its bite-sized videos for everything from study tips to campus tours. This is why things like TikTok and Instagram Reels have become key for student recruitment, school branding, and engagement.

“Your goal is to freeze the thumb,” as one marketing expert puts it, creating content compelling enough to make someone stop scrolling. For best results, it is crucial to create educational short-form videos along these lines:
- 1. Day-in-the-life glimpses: A student takes viewers through their campus routine
- 2. Quick tips/educational snippets: A professor explaining a complex concept in 30 seconds
- 3. Behind-the-scenes peeks: Showing areas of campus rarely seen on official tours
- 4. Celebration moments: Capturing authentic reactions during events like graduation or move-in day
- 5. “Did you know” facts about your institution’s unique features or history
How can schools use short-form video to attract students? The key to creating winning short-form videos is to go for authenticity. Start by identifying what makes your institution stand out, whether it’s a unique program, a beloved campus tradition, or exceptional career outcomes.

You can then showcase these elements through quick, visually engaging stories highlighting your unique value proposition.

The Authenticity Advantage: User-Generated Content

The content created by your existing community is a powerful tool for building trust and driving engagement. User-generated content (UGC) from students, faculty, and alumni offers authentic perspectives as it comes from a real person, hence its effectiveness. Research shows that 84% of consumers trust UGC more than polished advertisements.

How can we get user-generated content from students? One proven strategy in this line is to allow a student to manage your school’s Instagram Stories for a day, sharing their authentic campus experience. These glimpses into real student life help prospective students envision themselves at your institution in ways that traditional marketing cannot achieve.

Here are some ways to incorporate UGC in your education marketing efforts:
- Find your existing ambassadors: Search your school’s hashtags and location tags to find students already creating content about your institution. These natural enthusiasts often make the best collaborators.
- Create participation opportunities: Develop challenges, contests, or hashtag campaigns encouraging content creation. For example, a “#MyFirstDayAt[YourSchool]” campaign can generate authentic content while welcoming new students.
- Feature diverse voices: Ensure your UGC represents various perspectives, undergraduate and graduate students, international students, faculty members, alumni at different career stages, and parents.
- Provide gentle guidance without controlling: When working with student content creators, provide general themes or questions but allow their authentic voice to shine through. Over-scripting defeats the purpose.
- Amplify and appreciate contributors: Always credit creators when sharing their content and express genuine appreciation. This encourages continued participation while signaling to others that their contributions are valued.
Example: Harvey Mudd College frequently posts user-generated content of its students on its social media pages, like this one featuring a day-in-the-life of a sophomore engineering student posted on TikTok.

Source: HMC

Social Media as Search Engines: Optimizing for Discoverability

Today, social media platforms are increasingly taking on the role of search engines for young people. Two-thirds of Gen Z use social platforms to research topics, including potential schools. A teenager is more likely to find your school by watching videos and posts on TikTok or Instagram than by visiting your website or Googling the school. This brings us to Social SEO, a way to optimize your content to be discoverable via social media platform searches.

What is social SEO, and why is it important? Social SEO is the practice of optimizing your content to be discoverable through social media platform search functions. It’s important because younger audiences now use platforms like TikTok and Instagram as search engines. Optimizing SEO for visibility on these platforms helps schools reach and engage prospective students where they’re already searching.

Here are some key steps to improve your school’s visibility in social media searches:
1. Profile optimization: Treat your social profiles like mini homepages. Use clear, keyword-rich descriptions, consistent branding, and up-to-date contact information across all platforms.
2. Content that answers questions: Create videos and posts that address common queries, such as “What’s the student-faculty ratio at [Your School]?” or “What’s housing like at [Your School]?” These directly match what prospective students search for.
3. Strategic hashtags and keywords: Research what terms and keywords your target audience uses when searching for educational content. Incorporate these naturally into your posts, captions, and hashtags.
4. Geo-tagging: Always tag your location in posts. Many users search by location when researching schools in specific areas.
5. Consistent posting: Regular activity signals relevance to algorithms, improving your visibility in search results.
It is important to note that these social platforms have different search algorithms; a hashtag strategy that worked on Instagram may need to be adjusted for TikTok or LinkedIn. To make your school more discoverable, explore and learn what best practices apply to each platform and what topics drive current conversations.

Example: Randolph-Macon College frequently posts social media content featuring catchy headlines and hashtags, such as the one seen here promoting its athletics team, the Yellow Jackets.

Source: Randolph Macon College

Platform-Specific Strategies That Drive Results

Although maintaining a presence across multiple social platforms is great, using a tailored approach for each one is even better. Here’s how you can leverage the strengths of major platforms.

Facebook

Often dismissed as an “older person” platform, Facebook continues to be key to reaching parents who double as key decision-makers for many prospective students. It is great for community building and event promotion. Here’s how to successfully use Facebook marketing for schools in your social marketing campaigns:
- Use Facebook Events for open houses, application deadlines, and virtual info sessions
- Create targeted ad campaigns using Facebook’s detailed demographic filters
- Establish groups for admitted students or parents to foster community
- Share longer-form content like student success stories and program highlights
Instagram

Instagram is a predominantly visually driven platform favored by people of different age groups. It is great at showcasing campus aesthetics and student experiences.
- Post high-quality photos showcasing campus beauty and student life
- Use Stories for day-in-the-life content, quick announcements, and behind-the-scenes glimpses
- Create highlight collections for key topics (Admissions, Student Life, Athletics)
- Utilize Reels for short-form video marketing
- Leverage the Explore page for discovery by new audiences
TikTok

TikTok, the fast-growing epicenter of youth engagement and viral content, is important for reaching Gen Z. Some students now select schools based on how the schools will look on TikTok.
- Create authentic, entertaining content that aligns with platform trends
- Feature charismatic students or faculty who connect naturally with viewers
- Participate in challenges relevant to education (with your institutional twist)
- Use TikTok’s native editing tools and popular sounds to boost algorithm visibility
- Don’t be afraid of humor and personality. TikTok rewards authenticity over polish
YouTube

YouTube for education favors long-form content and resources that can be searched.
- Create structured playlists organized by topic (Campus Tours, Student Stories, etc.)
- Produce both longer videos (3-10 minutes) and YouTube Shorts
- Optimize video titles and descriptions with relevant keywords
- Use cards and end screens to guide viewers to related content
- Consider hosting live Q&A sessions during key decision periods
LinkedIn

LinkedIn is an underutilized tool that can help shape your education marketing. It is great for engaging parents, graduate prospects, and professionals.
- Share thought leadership from faculty and administrators
- Highlight alum success stories and career outcomes
- Post about research innovations and academic achievements
- Engage in industry conversations relevant to your programs
- Encourage faculty and alumni to mention your institution in their profiles
Example: The University of Connecticut regularly posts news about its recent graduates, alumni, and students on its LinkedIn page. The LinkedIn post below highlights the success of its recent graduates.

Source: University of Connecticut

Making Engagement Fun: The Gamification Advantage

Education marketing should be serious and informative, but serious does not mean bland and uninspiring. This is where gamification comes in, for fun and engaging learning. With gamification, you incorporate game-like elements and interactive content into your school’s content, effectively turning passive scrolling into active participation. Here are some gamification content and approaches:
- Instagram Story quizzes about campus facts or traditions
- TikTok challenges that showcase student creativity
- Digital scavenger hunts across your website and social platforms
- “Day in the life” simulation content where viewers “choose their adventure”
- Trivia contests showcasing interesting institutional facts
Tapping Cultural Currents: Trends Worth Embracing

Trends are the main driver of conversations across social media. Connecting your content to a broader cultural conversation can give your school more relevance in the social space. Follow these three trends to place your institution in a position of opportunity.
- Nostalgia Marketing: For institutions with some history to draw from, using content that brings back some memories of the past can provoke nostalgic feelings and add value to social marketing campaigns. This is nostalgia marketing. For best results, share throwback campus photos, compare “then and now” scenes, or invite alumni to submit memories. This content typically generates high engagement and shares.
- Values and Social Impact: Today’s students care deeply about the position their schools take on issues of social and environmental relevance. To leverage this situation, highlight your school’s sustainability initiatives, community service programs, or research contributions. Point students to recycling initiatives and green campus programs via your social media videos and blogs.
- Wellness and Mental Health: Any content that addresses student well-being will resonate strongly with prospects and parents concerned about support systems. This is why you must ensure you share resources from your counseling center and feature student wellness initiatives in your content. Also, create content acknowledging the stresses of academic life and how your institution helps students manage them. A student testimonial about how a mentor or counselor helped them thrive can help humanize your brand, so consider it.
Example: The University of Illinois runs a mental health and awareness program with a full complement of staff and resources committed to student and staff welfare on campus.

Source: University of Illinois

Be Data-Driven and Adaptive

Successful social media marketing calls for consistency in learning and adaptation. Platform algorithms are subject to regular changes that affect content visibility and engagement. Here’s what you can do to stay visible and ahead of the curve:.
- Monitor metrics to identify which content types perform best
- A/B test different formats and approaches
- Stay alert to algorithm changes and platform updates
- Focus on generating quality engagement (comments, shares)
- Adopt new platform features early for visibility boosts
- Use AI tools for social media marketing thoughtfully to enhance (not replace) your creativity
From Likes to Links: Driving Website Conversions

Although social engagement is key to positive brand building, it’s not the ultimate goal. That would be converting interest into action, from website visits to inquiries or applications.

To effectively bridge the gap between interest and action, here are a few tips worth considering:
- Optimize your social profiles: Link every platform you’re active on to relevant landing pages. Consider using “link in bio” tools that offer multiple destination options (Apply Now, Virtual Tour, Financial Aid, etc.).
- Strategic calls to action: Not every post needs a CTA, but regularly include invitations to learn more, especially on high-interest content. For example, after sharing a student success story, add something like “Discover how you can follow in Sarah’s footsteps—check out our Business program (link in bio).”
- Track and analyze traffic sources: Find out which social platforms and specific posts drive the most valuable traffic using resources like UTM parameters. With this information in hand, you can refine your strategy toward what converts.
- Amplify high-performing content: When a post generates strong engagement organically, extend its reach to similar audiences by allocating an ad budget to it. By putting out content that resonates with your existing community, you can reach prospects who share similar interests and achieve the desired engagement result.
- Align social and search strategies: While many prospects might discover your school on social media, they often go on to later search your name on Google. This is why you must ensure that your search engine marketing complements your social strategy for a seamless user journey.
Building Your School’s Social Media Playbook

As social media continues to evolve and draw more prospective students, today’s schools have to target it with intentional and strategic content. The most successful education marketers approach social media as conversations with future students, current community members, parents, and alumni.

The goal of these conversations goes beyond promoting your institution, it involves bringing its unique culture and value to life in ways that traditional marketing can not achieve. This is why schools must develop an effective social media marketing strategy that factors in all the essentials and adds some extras. While at it, remember a few things: authenticity resonates, visual content engages, and genuine connection converts.

By embracing short-form video, leveraging user-generated content, optimizing for social search, and maintaining a strategic presence across platforms, you create multiple pathways for meaningful connection. Add gamification elements and cultural relevance, and you have a formula for visibility and genuine engagement that drives enrollment outcomes.

See the full Webinar here:

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Frequently Asked Questions

Question: What is social SEO, and why is it important?

Answer: Social SEO is the practice of optimizing your content to be discoverable through social media platform search functions. It’s important because younger audiences now use platforms like TikTok and Instagram as search engines. Optimizing for visibility on these platforms helps schools reach and engage prospective students where they’re already searching.

Question: How can we get user-generated content from students?

Answer: One proven strategy in this line is to allow a student to manage your school’s Instagram Stories for a day, sharing their authentic campus experience. These glimpses into real student life help prospective students envision themselves at your institution in ways that traditional marketing cannot achieve.

Question: How can schools use short-form video to attract students?

Answer: The key to creating winning short-form videos is to go for authenticity. Start by identifying what makes your institution stand out, whether it’s a unique program, a beloved campus tradition, or exceptional career outcomes.

You can then showcase these elements through quick, visually engaging stories highlighting your unique value proposition.
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April 30, 2025
Private School Marketing: SEO Strategies for Visibility
Reading Time: 8 minutes

To stand out amidst competition, private schools must ensure their online presence is strong enough to attract prospective students and parents. While traditional marketing methods such as word-of-mouth and print advertising still hold value, digital visibility has become crucial to school enrollment. Are you wondering how to market a private school to maximize visibility? Leveraging SEO effectively is the key to being discovered by your target audience online.

Search engine optimization (SEO) is pivotal in increasing online visibility, helping private schools rank higher on search engine results pages (SERPs) and ensuring they remain top-of-mind for potential applicants. However, using SEO for private school marketing has unique challenges, requiring a strategic and well-rounded approach. Keep reading to understand your unique SEO needs as a private educational institution and how to maximize your school’s SEO performance.

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The Unique Challenges of Private School SEO

Private schools face a distinct set of Search engine optimization challenges that require tailored solutions – can you relate to any of these?
- Competition: Private institutions must differentiate themselves from public schools, charter schools, and other private institutions in their region.
- Broad Search Results: prospective students and parents may not be searching for a specific school name but rather for general terms such as “best private schools near me” or “top elementary schools in [city].” If a school’s website is not optimized for these search queries, it may struggle to appear in search results.
- Balancing local and national SEO efforts: While private schools typically serve a local audience, some institutions attract students from other regions or even internationally. This means that their SEO strategy must account for both location-based searches and broader queries related to curriculum, extracurricular offerings, and student outcomes.
- Keeping up with seasonal search trends: as interest in enrollment spikes at certain times of the year, requiring a dynamic and proactive approach to content updates and digital marketing efforts.
How can you create a strategy that offsets these unique challenges? Let’s explore the importance of SEO and how you can implement it effectively.

The Importance of SEO for Private School Marketing

SEO is crucial for private education marketing because it directly impacts discoverability. Parents and students rely on search engines to research potential educational opportunities, and a well-optimized website ensures that a school is easily found.

A strong SEO strategy also helps build credibility and trust, as higher search rankings are often associated with authority and reliability. Moreover, SEO provides a cost-effective marketing strategy compared to traditional advertising, offering long-term benefits without the recurring costs of paid campaigns.

Beyond visibility, SEO enhances the user experience. A well-structured website that loads quickly, is easy to navigate, and contains high-quality content will rank better and engage visitors more effectively. This engagement translates to longer time spent on the site, higher conversion rates, and ultimately, more inquiries from prospective students and parents.

Best Practices for Optimizing SEO for Private Schools

The first step to reinventing your private school marketing plan is to assess your digital presence and set realistic goals. Understanding where your school stands in search rankings, what competitors are doing, and which areas need improvement will guide your SEO strategy effectively.

Start by analyzing website traffic using tools like Google Analytics, identifying which pages attract the most visitors, and pinpointing gaps where SEO enhancements can improve visibility. Additionally, schools should develop a content strategy that aligns with parent concerns, frequently asked questions and key search trends. By taking these preparatory steps, private schools can ensure their SEO efforts are targeted, strategic, and effective. Now, let’s explore some specific strategies!

Example: What metrics should you evaluate before reinventing your private school SEO strategy? Take a look at the image below for some ideas. Using a tool like Google Analytics, determine how many total visits your site gets to understand your reach. Your page views will provide insight into site user engagement and what content is most popular.

Source: HEM

The bounce rate refers to the proportion of visitors who leave after viewing just one page. A high bounce rate (over 40%) can indicate a need for more relevant or compelling content. Finally, discovering which source of traffic gets you the most visits is valuable information when it comes to allocating funds. An SEO audit from a professional team is a great starting point if you’re looking for a preliminary view of your private school’s existing site performance.

1. Conduct Thorough Keyword Research

The foundation of any successful SEO strategy is understanding what prospective families are searching for. Private schools should conduct in-depth keyword research to identify high-value search terms related to education, admissions, and academic programs. Tools such as Google Keyword Planner, Ahrefs, and SEMrush can provide insights into relevant keywords and search volume.

Schools should target both short-tail and long-tail keywords. For example, while “private school in Toronto” is a valuable keyword, more specific terms like “Montessori private school in Toronto with small class sizes” can help attract highly relevant traffic. Additionally, considering intent-based keywords such as “affordable private schools near me” or “best private schools with financial aid options” can attract parents who are actively researching enrollment options.

Example: This is what keyword research could look like. In the list below, you’ll see examples of both short and long-tail keywords. You’ll want to use a combination of keywords with a high search volume to reach a broader audience (like “international school” with 6600 searches) and longer, more detailed keywords to reach a specific audience (like abroad programs for international students with 40 searches).

Source: HEM

2. Optimize On-Page SEO Elements

Once the right keywords have been identified, they should be strategically incorporated into website elements such as:
- Title Tags and Meta Descriptions: These should include primary keywords while also being compelling enough to encourage clicks.
- Header Tags (H1, H2, H3): Properly structured headers enhance readability and improve SEO rankings.
- URL Structure: Clean and descriptive URLs (e.g., “yourschool.edu/admissions-process”) make it easier for search engines to understand page content.
- Alt Text for Images: Adding descriptive alt text to images improves accessibility and helps search engines index visual content. Try to include keywords
- Internal Linking: Strategically linking to other pages within the website helps distribute page authority and improves navigation, making it easier for users and search engines to explore content.
Source: HEM

3. Create High-Quality, Engaging Content

Content marketing is an essential component of SEO. Private schools should focus on producing valuable, informative, and engaging content that answers common questions and concerns of prospective families. This includes:
- Blog posts on topics like “How to Choose the Right Private School for Your Child.”
- Parent testimonials and student success stories.
- Virtual campus tours and video interviews with faculty.
- FAQs addressing tuition, admissions, and extracurricular activities.
- In-depth guides on topics such as “How to Apply for Financial Aid at a Private School” or “What to Expect in Your Child’s First Year of Private School.”
Publishing fresh, relevant content regularly helps keep the website dynamic and signals to search engines that the site is actively maintained.

Example: This SEO- friendly video content covers a topic that many private school prospects are searching for. Don’t underestimate the value of optimizing your video content! With YouTube being the preferred video content platform as of 2024, Google is no longer the only online space where SEO matters.

Source: CTS College of Business & Computer Science

4. Implement a Local SEO Strategy

Since most private schools serve specific geographic areas, local SEO is critical. Schools should ensure their name, address, and phone number (NAP) are consistent across all online directories, including Google Business Profile, Yelp, and local education listings. Encouraging satisfied parents to leave positive reviews on Google can boost local search rankings.

Optimizing for location-based keywords, such as “best private middle school in Los Angeles,” helps schools appear in “near me” searches. Embedding a Google Map on the website’s contact page further improves local SEO. Schools should also engage in community outreach efforts that can generate local press mentions and backlinks, further strengthening their local search presence.

5. Enhance Website Performance and User Experience

Search engines prioritize websites that offer a seamless user experience. Private schools should ensure their websites are:
- Fast-loading: Page speed impacts rankings, so schools should optimize images, leverage browser caching, and minimize code.
- Mobile-friendly: With many parents researching schools via mobile devices, responsive design is essential.
- Secure: HTTPS encryption builds trust and improves rankings.
- Structured with Clear Calls-to-Action (CTAs): Encouraging prospective students and parents to schedule a visit, request information, or apply online enhances conversions.
A well-structured site with intuitive navigation reduces bounce rates and encourages visitors to explore more pages.

6. Build a Strong Backlink Profile

Backlinks, links from other reputable websites to a school’s site, signal authority to search engines. Schools can earn high-quality backlinks by:
- Partnering with local businesses and educational organizations.
- Contributing guest posts to education-related blogs.
- Issuing press releases about notable achievements or events.
- Getting listed in school directories, alumni association pages, and educational forums.
Additionally, ensuring the school is listed on authoritative education directories and accreditation bodies’ websites can further boost credibility.

7. Leverage Social Media for SEO

While social media does not directly impact search rankings, it enhances brand visibility and drives traffic to a school’s website. Are you wondering how to market your private school with social media? Maintain active profiles on platforms like Facebook, Instagram, and LinkedIn, regularly sharing engaging content and linking back to key web pages. Encouraging faculty, alumni, and students to share content can increase organic reach and generate social signals that indirectly benefit SEO.

Example: Rundle Schools does a great job of optimizing its Instagram page to drive organic traffic to its site. Consider using a tool like Linktree to make it easy for prospects to find your site and other important profiles. Rundle Schools is committed to a multi-channel SEO content strategy as you can see in the centre post where they promote their podcast.

Source: Rundle Schools | Instagram

Get Support to Elevate Your Private Schools SEO Strategy

At Higher Education Marketing (HEM), we understand the unique challenges private schools face in improving their online visibility. From keyword research and content marketing to local SEO optimization and paid advertising, our team of education marketing experts tailors strategies to the specific needs of private schools.

At HEM, we’ve helped countless private schools boost their online visibility, attract more prospective families, and exceed their enrollment goals through proven results-driven SEO strategies. Ready to elevate your school’s digital presence? Let’s craft an SEO strategy that sets you apart, connect with HEM today!

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Frequently Asked Questions

Question: How to market a private school?

Answer: Leveraging SEO effectively is the key to being discovered by your target audience online. Search engine optimization (SEO) is pivotal in increasing online visibility, helping private schools rank higher on search engine results pages (SERPs), and ensuring they remain top-of-mind for potential applicants.

Question: How to market your private school with social media?

Answer: Maintain active profiles on platforms like Facebook, Instagram, and LinkedIn, regularly sharing engaging content and linking back to key web pages. Encouraging faculty, alumni, and students to share content can increase organic reach and generate social signals that indirectly benefit SEO.
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April 23, 2025
What Do Universities Use CRM Systems For?

Reading Time: 7 minutes

Customer Relationship Management (CRM) systems have become essential tools in higher education, transforming how universities interact with prospective students, current students, alumni, and other stakeholders. Whether you’re trying to track your enrollment funnel, streamline your recruitment process, or boost retention, CRM systems offer many unique marketing benefits for your institution.

You may have already encountered discussions about CRM platforms, but understanding their full potential in an educational context is key to optimizing your institution’s outreach, recruitment, and engagement efforts. Keep reading to learn more about higher education CRM systems, the unique marketing benefits they offer, and how you can get started.

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Understanding Higher Education CRM

What is a CRM in higher education? It’s a powerful software solution that helps universities manage relationships at every stage of the student lifecycle. Traditionally associated with sales and customer service in corporate settings, CRM technology has evolved to meet the specific needs of educational institutions. In higher education, a CRM can track interactions with prospective students, automate communication, and analyze data to improve engagement and conversion rates.

Unlike a standard student information system (SIS), which focuses on administrative tasks like enrollment and grades, a CRM is designed for relationship-building. It allows universities to personalize outreach, streamline marketing efforts, and nurture students from the moment they express interest until they become engaged alumni. By integrating CRM technology into your institution’s marketing strategy, you can enhance recruitment efforts, improve retention rates, and foster long-term alumni engagement.

Source: HEM

Are you wondering how your university can unlock the benefits of a CRM? Reach out to learn about our tailored digital marketing solutions.

The Benefits of CRM Systems for Universities

What are universities using CRM for? Well, to be successful as an educational institution, building and maintaining positive relationships with prospective students is necessary. CRMs help schools manage those relationships at various stages of the enrollment funnel and offer valuable marketing benefits.

One of the most significant advantages of implementing a CRM in higher education marketing is the ability to centralize and manage vast amounts of student data efficiently. Rather than relying on disparate spreadsheets, email threads, and manual tracking, a CRM consolidates all interactions into a single platform, ensuring every team member has up-to-date information.

A well-implemented CRM system helps streamline the recruitment process by automating lead nurturing. When prospective students submit inquiries through your website, attend a virtual event, or download a brochure, a CRM can trigger personalized email sequences, follow-up reminders, and targeted content recommendations based on their interests. This level of automation ensures that no lead is left unattended, allowing admissions teams to focus on high-value interactions.

Beyond recruitment, CRM systems are crucial in improving student engagement and retention particularly when data from a Student Information System is integrated. Universities can use CRM and SIS analytics to monitor student behaviour, such as class attendance, engagement with academic advisors, or extracurricular activities. If a student begins to disengage, automated alerts can prompt intervention from faculty or student services, helping to improve retention rates and overall student satisfaction.

Another key area where CRMs add value is in alumni relations and fundraising. By tracking alumni career paths, donation history, and event participation, universities can segment their alumni base and tailor communications accordingly. For instance, an alumni relations team can identify graduates likely to contribute to fundraising campaigns based on past engagement, ensuring that outreach efforts are strategic and effective.

Source: HEM

Implementing a CRM System in Your University

Integrating a CRM into your university’s operations requires careful planning and execution. The first step is selecting a CRM that aligns with your institution’s needs. Some CRMs, like Salesforce Education Cloud, HubSpot, or Slate, are specifically designed for higher education, offering features tailored to student recruitment, engagement, and alumni relations.

Prioritize Data Integration

Data integration is another challenge that universities must address. Many institutions already have multiple systems for student records, financial aid, and course management. Ensuring that the CRM integrates seamlessly with these existing platforms prevents data silos and a smooth flow of information across departments. This might require working closely with IT teams or investing in middleware solutions to facilitate integration.

Measure Results and Plan Accordingly

Once a CRM is chosen, establishing clear goals and key performance indicators (KPIs) is crucial. Universities should determine what they want to achieve with their CRM, whether it’s increasing application rates, improving response times for inquiries, or boosting alumni donations. Setting measurable objectives ensures that the CRM is used strategically.

Example: A great way to measure the success of your marketing efforts using a CRM is to track the outcomes of your communications as pictured below. This data is extremely valuable as now, you know how many prospects you were able to reach, how they responded to your communications, and whether you need to obtain more accurate contact information. This is just one of the metrics you can track using our Mautic CRM system.

Source: HEM | Mautic

Get Your Whole Team Involved

Staff training is another essential component of successful CRM implementation. A CRM is only as effective as the people using it, so ensuring that admissions teams, marketing departments, and student services personnel are comfortable navigating the system is paramount. Conducting regular training sessions, creating user guides, and designating CRM champions within each department can help drive adoption and maximize efficiency.

Focus on Personalization

To fully leverage the potential of a CRM, universities should also focus on personalization. With the data collected through a CRM, institutions can tailor communications to different student segments. For instance, a prospective student interested in business programs should receive targeted content about faculty research, alumni success stories, and upcoming application deadlines for the business school rather than generic university-wide messaging. Personalized engagement fosters stronger connections and increases the likelihood of conversion.

Example: How do you personalize your university marketing efforts? A great place to start if you’re still learning about your ideal prospect is tailoring marketing communications for the stage of the enrollment funnel they’re in. Through segmentation, a CRM system like Mautic can divide your contacts into groups based on their current relationship with your institution. This approach ensures you reach each lead at the right time with the right message.

Source: HEM | Mautic

Automate for Efficiency

Another best practice for CRM implementation is utilizing automation for efficiency. Many CRM platforms offer workflow automation features that simplify tasks such as sending event reminders, scheduling advisor meetings, and managing follow-ups. Automating repetitive processes reduces the administrative burden on staff, allowing them to focus on more strategic initiatives.

Example: A CRM system will enable you to craft automated email and SMMs to increase efficiency and ensure timely, carefully worded responses every time. Here, you can see how Mautic allows you to personalize your messages, time them, and tailor them to the purpose of your communication – to promote your university or to collect specific admission information.

Source: HEM | Mautic

The Future of CRMs in Higher Education

As technology continues to evolve, the role of CRMs in higher education will only expand. The rise of artificial intelligence and predictive analytics is already enhancing CRM capabilities, allowing universities to forecast enrollment trends, identify at-risk students before they drop out, and personalize outreach on a deeper level. Chatbots and AI-driven communication tools integrated into CRMs improve response times, ensuring prospective students receive instant answers to their inquiries.

Moreover, the shift towards hybrid and online education models has made digital engagement more critical. Universities that effectively utilize their CRM systems can provide seamless virtual experiences, track online learning engagement, and maintain meaningful connections with students regardless of physical location.

Choose a CRM Built for Higher Education

Unique needs call for unique solutions. A CRM for universities offers specialized features such as student lifecycle tracking, automated admissions workflows, alumni engagement tools, and seamless integration with existing student information systems, ensuring a more efficient and personalized approach to student recruitment, retention, and engagement.

One example of a CRM tailored specifically for higher education is Mautic by HEM. Developed from the Mautic open-source platform, Mautic by HEM offers a powerful combination of CRM and marketing automation designed to help universities streamline their lead management, supercharge their marketing efforts, and improve follow-up processes.

With tools for segmentation, automated workflows, email marketing, and analytics, Mautic by HEM enables institutions to track prospective students throughout the enrollment journey while optimizing team productivity. By leveraging this CRM, universities can enhance engagement, improve efficiency, and gain deep insights into recruitment and admissions efforts.

For university marketers and administrators looking to stay competitive, embracing CRM is an absolute must. With the right approach, a CRM can transform how your institution engages with students, streamline processes, and ultimately achieve enrollment and retention goals.

Example: For a complete view of how our CRM system can help you to reinvent your marketing strategy. In one of our previous webinars, we explored how Mautic can help you boost enrollment through effective relationship management.

Source: HEM | YouTube

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Frequently Asked Questions

Question: What is a CRM in higher education?

Answer: It’s a powerful software solution that helps universities manage relationships at every stage of the student lifecycle.

Question: What are universities using CRM for?

Answer: Well, to be successful as an educational institution, building and maintaining positive relationships with prospective students is necessary. CRMs help schools manage those relationships at various stages of the enrollment funnel and offer valuable marketing benefits.

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April 16, 2025
Using UGC and Authentic Storytelling For Education Marketing
Reading Time: 9 minutes

Today’s schools need to get creative to promote their programs in a way that resonates with prospects. To spur action from your audience, you need to build trust, create engagement, and foster an emotional connection. How do you do that with so many other schools competing for the spotlight? One of the most effective strategies for making a strong impression on your audience is combining user-generated content and authentic storytelling.

These methods allow your institution to showcase real experiences, highlight student voices, and differentiate itself from competitors in an increasingly crowded educational landscape. Keep reading to discover the unique advantages of these effective education marketing tactics, get actionable insights into how to use them to reinvent your marketing plan, and examine real examples for inspiration.

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What Is User-Generated Content (UGC)?

User-generated content refers to any content, such as testimonials, social media posts, blogs, and videos, created by students, alumni, faculty, or other stakeholders rather than your institution itself. By leveraging UGC, you can present an unfiltered, genuine representation of student life and success. This makes your marketing feel more authentic and increases engagement and reach across digital platforms.

Why is user-generated content important in marketing? UGC is created by your students and alumni; it is perceived as more trustworthy than traditional promotional materials. Prospective students are more likely to trust and engage with content created by their peers rather than content crafted solely by an institution. This credibility makes UGC a powerful tool for increasing enrollment and engagement.

The Unique Advantages of User-Generated Content in Education Marketing

A key user-generated content advantage is its ability to build trust. When prospective students see real stories from current students or alumni, they develop a connection to your institution. This sense of authenticity makes them more likely to inquire about programs and ultimately enroll.

Another advantage is the ability to foster engagement across digital platforms. Content created by students, such as Instagram stories, TikTok videos, or blog posts, generates far higher engagement than traditional ads. People love sharing their experiences, and prospective students love seeing real perspectives from peers who have been in their shoes.

A major user-generated content advantage is cost-effectiveness. Instead of investing heavily in producing marketing materials, you can encourage students and alumni to share their stories organically. This reduces costs and enhances your reach, as UGC spreads naturally through networks.

Another reason why user-generated content is important in marketing is its adaptability across multiple platforms. UGC can be repurposed into social media campaigns, website testimonials, video promotions, and email marketing efforts. This versatility allows you to maintain a steady stream of fresh, compelling content.

Source: HEM

What Is Authentic Storytelling in an Educational Marketing Context?

Authentic storytelling goes beyond traditional marketing materials to craft compelling narratives highlighting real student and faculty experiences. Instead of relying solely on promotional messages, this approach uses emotion, relatability, and personal journeys to engage prospective students.

What is the power of storytelling in education? Authentic storytelling is powerful because it transforms abstract institutional values into relatable, real-world experiences. It allows prospective students to see themselves in your stories, making their decision-making process more personal and impactful. This approach humanizes your institution and strengthens your brand identity.

One of the best ways to incorporate authentic storytelling into your marketing strategy is by featuring in-depth student and alumni stories. A compelling blog could follow the experiences of an international student adjusting to life in a new country while studying at your institution. A video series could showcase students discussing their educational journey, including their challenges and triumphs. By doing this, you create content that is informative and emotionally engaging.

The Advantages of Authentic Storytelling in Education Marketing

Unlike traditional promotional content, authentic storytelling builds emotional connections that influence student decision-making. By sharing real experiences from your students and faculty, you provide prospects insight into your institution’s culture, values, and impact.

One of the greatest advantages of authentic storytelling is its ability to make your institution’s messaging more relatable. Instead of generic promotional materials, prospective students see real-life success stories, challenges, and personal growth journeys, helping them visualize their own future at your school.

Another unique benefit is the ability to enhance brand trust and credibility. People connect with stories, not advertisements. By showcasing genuine experiences through student interviews, alumni journeys, and behind-the-scenes campus life, your school appears more transparent and welcoming. This approach fosters a deeper connection with your audience, making them more likely to engage with your institution.

Authentic storytelling also strengthens retention and alumni relations. When students feel emotionally connected to your institution through compelling narratives, they are more likely to remain engaged throughout their education and beyond. Alumni who feel valued through storytelling initiatives often become ambassadors for your school, further enhancing your brand reach.

How Your School Can Leverage User-Generated Content and Authentic Storytelling

Building a marketing strategy around user-generated content and authentic storytelling requires a proactive approach. Instead of simply encouraging students to share their experiences, you need to create opportunities for engagement, provide platforms for their voices, and consistently highlight their stories. By doing so, you ensure that the content generated aligns with your school’s brand and messaging while maintaining the authenticity that makes it so powerful.

Encourage Student-Generated Social Media Content

One of the best ways to integrate UGC into your marketing strategy is by motivating students to share their experiences on social media. Encourage them to document campus life, extracurricular activities, and classroom experiences.

For example, your university might launch an Instagram challenge where students post their favorite campus spots with a branded hashtag. Similarly, a career college could create a TikTok trend showcasing student projects or daily routines in their training programs.

Example: This video, posted by a UCLA student, is a free promotion for the school’s dining hall. She is making a relatable joke about the proverbial ‘freshman fifteen,’ an expression for the weight gain that tends to occur in the first year of college. The creator credits the delicious food at UCLA for her freshman fifteen, and this is not the only video of its kind on her page. Satisfied students eager to share their experiences are invaluable for generating compelling UGC. Encourage students to use specific hashtags for their UGC as this creator did (#ucla #dininghall, etc).

@ronigrush

If you didn’t gain freshman 15 I hate you #ucla #dininghall #food #foodtok #icecreamday #collegelife #freshmanyear #freshman15

♬ Dance You Outta My Head – Cat Janice

Source: TikTok

Feature Student and Alumni Testimonials

Prospective students value hearing from those who have already walked the path they are considering. Featuring student and alumni testimonials on your website, in promotional videos, and on social media channels provides relatable insights into your programs.

An example of effective testimonial use is a nursing college that records short video interviews with recent graduates discussing their experiences and career outcomes. These testimonials provide compelling, relatable stories that reinforce the value of your school’s programs.

Example: AAPS regularly posts alumni video testimonials highlighting each graduate’s unique background, career goals, and how the institution supported the attainment of their objectives. Here, Teresa Barnes describes how the Quality Assurance and Regulatory Affairs program at AAPS helped her to find success as a Medical Writer. Your alumni community is probably full of careerists who are proud of their achievements and are excited to talk about their journey. This is an excellent opportunity for effective brand storytelling.

Source: Academy of Applied Pharmaceutical Sciences | YouTube

Develop Long-Form Content With Authentic Storytelling

Creating blog posts or video documentaries featuring students’ journeys can be a powerful way to engage prospects. A compelling blog could follow a student during an internship and how the experience shaped their career aspirations. This approach showcases your school’s opportunities while telling a relatable story that resonates with other students considering similar paths.

Additionally, long-form content allows for in-depth storytelling that goes beyond surface-level promotions. A well-written blog post could feature a student reflecting on their academic journey, describing their challenges, the mentors who guided them, and the personal growth they experienced. Similarly, a video series might document a student’s transition from their first day on campus to their graduation, providing prospective students with a complete picture of what they can expect.

Example: Blogs remain a relevant way to tell your school’s story and give your student body a voice. Here, Algonquin Careers Academy tells the story of one of their dental assistant graduates. By publishing a blog post that features a student interview, the message is personable, inspirational, and authentic. Try to infuse personality into your long-form content whether you choose to blog, post videos, create a newsletter, or all three.

Source: Algonquin Careers Academy

Highlight Behind-The-Scenes Content

Showcasing the day-to-day experiences of students, faculty, and staff makes your institution feel more welcoming and accessible. A behind-the-scenes video series might follow a day in the life of a student in a culinary arts program, walk viewers through a school event, and showcase hands-on learning experiences and interactions with industry professionals.

An effective example comes from business schools that share faculty-led discussions, giving students an inside look at the classroom environment before they apply. This storytelling adds authenticity and provides a window into your school’s culture and academic strengths.

Example: Here, the American Musical and Dramatic Academy showcases its open house event, building anticipation for prospects and providing useful information about what they can expect from the event. Behind-the-scenes videos are easy to film, effective for humanizing your brand, and excellent ways to inform your audience in an engaging, easy-to-digest format.

@amdaofficial

Get a behind the scenes look at AMDA student life during our open house events! #amdacollege #collegelife #collegeopenhouse #collegetok #nyclife

♬ Canyons – Official Sound Studio

Source: AMDA College | TikTok

Run UGC Contests and Campaigns

To increase engagement, your school can launch user-generated content campaigns that incentivize participation. This could include video challenges, photo competitions, or student-run social media takeovers. For instance, a digital marketing diploma program might host a competition where students submit real-world marketing campaign ideas, with the winner featured on your school’s website and social media pages. This not only showcases student talent but also strengthens your brand’s credibility.

Example: Seguin High School showcases the artistic talent of one of their students who had won an art contest. Not only is this an excellent way to instill well-deserved pride and support in your students, but it is also a great way to humanize your school brand and display your strong community.

Source: Seguin High School | Instagram

Get Support as You Elevate Your Education Marketing Strategy

In today’s highly competitive and interconnected world, attracting qualified student prospects online is essential to a successful recruitment strategy. Schools and universities must implement innovative and authentic marketing techniques, leveraging user-generated content and authentic storytelling to connect with their audiences on a deeper level. Working with a marketing agency specializing in education marketing can be a game changer for your results.

For over 15 years, Higher Education Marketing has crafted successful digital marketing strategies for schools worldwide. Our deep understanding of education marketing allows us to design multichannel campaigns that drive engagement and enrollment. We provide tailored services, including:
- Content Marketing
- Search Engine Optimization (SEO)
- Social Media Marketing
- Paid Advertising Campaigns
Partner with us to harness the power of storytelling in education and leverage the benefits of user-generated content to drive real engagement. Contact us today to explore how our expert digital marketing solutions can transform your student recruitment efforts and enhance your institution’s online presence.

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Frequently Asked Questions

Question: Why is user-generated content important in marketing?

Answer: UGC is created by your students and alumni; it is perceived as more trustworthy than traditional promotional materials. Prospective students are more likely to trust and engage with content created by their peers rather than content crafted solely by an institution.

Question: What is the power of storytelling in education?

Answer: Authentic storytelling is powerful because it transforms abstract institutional values into relatable, real-world experiences. It allows prospective students to see themselves in your stories, making their decision-making process more personal and impactful. This approach humanizes your institution and strengthens your brand identity.
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April 9, 2025