Category: higher ed marketing

  • Stop Marketing to Yesterday’s Students: A New Era for Higher Ed 

    Stop Marketing to Yesterday’s Students: A New Era for Higher Ed 

    Is your institution’s marketing truly reaching today’s students, or are you shouting into the void? Higher education marketing is undergoing a seismic shift. With rapid changes in student behavior, the rise of AI and mounting constraints on institutional funding, marketing leaders can no longer rely on yesterday’s strategies to meet today’s challenges. Student expectations have evolved. Budgets are tightening. And yet, many institutions are still using outdated strategies that fail to resonate with the Modern Learner.  

    To stay competitive, institutions must embrace the new era of higher education marketing—an era defined by personalized engagement, brand-building and data-driven decision-making. In a world where marketing dollars work must work harder than ever, rethinking your strategy is no longer optional. It is essential to long-term success.  

    Students no longer passively wait for information. They actively seek it across multiple channels, from social platforms to AI-powered search tools. Their behaviors are more self-directed than they were even a decade ago, and the expectations they bring to the table are shaped by instant access, transparency and digital convenience. Modern Learners want institutions that reflect their values and aspirations. As a result, branding plays an even more critical role in decision-making than ever before. Trust, authenticity, and alignment with personal identity all contribute to conversion. Meanwhile AI is accelerating these shifts by analyzing behavior in real time and delivering tailored experiences at scale.  

    These changes are not on the horizon—they are already here. Institutions that fail to adapt risk being left behind.  

    This evolution is shaping the standard of higher education marketing, and redefining what it takes to attract and engage Modern Learners. Today’s students are not yesterday’s prospects. They are savvy, value-driven and self-directed. Marketing strategies must evolve to meet them where they are—not where they used to be.  

    At EducationDynamics, we are not here to maintain the status quo; we are here to challenge it. We rethink, rebuild and drive your institution into a future where growth isn’t just a goal—it’s a guarantee. With solutions designed to empower, we are continually adapting to the evolving needs of our partners to equip them for long-term success.  

    Evolving Student Behavior: Implications for Higher Education Marketing 

    The Changing Search Journey 

    Today’s students are no longer waiting to be guided; they are leading the charge. With a strong sense of autonomy and purpose, Modern Learners navigate the enrollment journey on their own terms. Their decisions are shaped by what EducationDynamics identifies as the Three C’s: cost, convenience, and career outcomes. These components are central to a student’s decision to apply or enroll. The challenge for institutions is not just to deliver value, but to demonstrate that value clearly and quickly in the digital environments that students operate in.  

    The student search journey has undergone a fundamental shift. No longer do students begin with degree or program keywords. Instead, 58 percent of Modern Learners now initiate their search with specific school names, according to EducationDynamics’ 2025 Engaging the Modern Learner Report. If an institution is not top-of-mind, it is already at a disadvantage. 

    Compounding this shift, nearly 60 percent of education-related searches result in no clicks. Students are making faster decisions, often based on AI-generated overviews that appear directly within search results. Currently, 65 percent of education searches trigger these overviews. This marks the rise of zero-click search and the emergence of Generative Engine Optimization (GEO) as a critical strategy.  

    The message is clear: if your institution is not immediately visible and delivering value within the search experience, it risks being excluded from the student’s consideration entirely. 

    Search engines like Google are prioritizing quick, curated answers, reflecting broader shifts in how users engage with content. Education-related searches have become more intricate, with students asking detailed and personalized questions. They are no longer browsing—they are making decisions. A static, cumbersome website is not just outdated; it is actively repelling Modern Learners. Institutions must create digital experiences that are responsive, student-focused and seamlessly accessible across all digital touchpoints. A lack of dynamic, intuitive design is no longer an option; it’s a failure to meet Modern Learners’ expectations. 

    In today’s search environment, visibility alone is not enough. Institutions must deliver relevance, clarity and authenticity across channels that Modern Learners use.  Institutions that want to remain competitive must not only be present at the beginning of the search journey, but also deliver information with the speed, clarity and authenticity that Modern Learners expect. Those that rise to this challenge will earn attention and trust, while those that don’t will fall behind amid competition.  

    The Demand for Authentic and Engaging Content 

    If your institution’s content strategy still leads with rankings, tradition or campus accolades, it is missing the mark. Modern Learners are not making enrollment decisions based on institutional prestige alone. They are looking for evidence of belonging, support and authenticity. Colleges and universities must shift from promotional messaging to content that mirrors the lived experiences of their students. Modern Learners want to see real people, real stories and a real sense of community. 

    Video content, especially in short-form, is now one of the most powerful mediums for delivering the connection that Modern Learners seek. Today’s students are not flipping through text-heavy brochures or watching ten-minute promotional videos. They are forming impressions in literal seconds, with the rise of TikTok, Instagram Reels and YouTube Shorts. These channels are avenues where your institution’s brand can come to life, showcasing content that is concise, compelling and aligned with the pace of student attention. Highlighting faculty, student testimonials, campus culture and day-in-the-life content in thirty seconds or less can drive significantly more engagement than polished but impersonal campaigns.  

    Authenticity is not a trend—it is a requirement for building trust. User-generated content (UGC) plays a critical role in building credibility. When students and alumni share their own stories, they give prospective students a transparent view of your institution’s impact. An honest glimpse into campus life helps cultivate connections and bolster credibility in ways that other marketing mediums cannot achieve. 

    At the same time, social media is no longer just a place for amplification. Increasingly, it is becoming an integral steppingstone in the student research journey. Modern Learners actively use platforms like TikTok, Instagram and Facebook to evaluate how your institution aligns with their lives and goals. Marketing strategies must evolve to include social-first storytelling and platform-specific content that makes the institution feel approachable and relevant. 

    At EducationDynamics, we don’t just help institutions meet the demand; we empower them to exceed it. We deliver Creative Solutions that are not only strategic but deeply human. Our approach centers on compelling storytelling, a student-first mindset and content designed for the channels where prospective students are making key decisions. Whether through video, social campaigns or user-driven narratives, we equip colleges and universities to show up in ways that make real impact and drive measurable results. We help our partners shape the future, rather than follow it.  

    Key Shifts in Higher Education Digital Marketing

    Website Marketing Evolution 

    In today’s higher education environment, your website is not just an accessory to your digital strategy; it is the central nervous system of your brand, the engine behind your reputation and a key driver of student engagement and revenue. With deep expertise in enrollment marketing, our team of experts transforms websites into high-performing conversion machines. Through data-driven UX, advanced SEO, GEO and conversion strategies, we ensure your website continuously evolves to meet the changing demands of the industry. If your institution’s website isn’t delivering results, it’s not just underperforming—it’s limiting your growth potential. 

    To remain competitive, website marketing must shift from static, siloed approaches to dynamic, user-centric experiences. As student behavior changes and new digital platforms emerge, institutions must design websites that can withstand these digital disruptions and provide seamless navigation, personalized content and clear pathways to action.  

    Search engine algorithms are now more sophisticated and volatile, requiring deeper alignment with how students search and engage. Website optimization now requires more than traditional SEO tactics. It demands an integrated approach that combines content marketing, user journey optimization and brand amplification. A seamless student experience is essential, but so is a strategy that ensures your content reaches prospective students across multiple platforms.  

    The role of an institution’s website as the front door of your brand remains as vital as ever. However, the digital space has evolved beyond simply driving traffic through SEO. Today, success hinges on ensuring your content is discoverable across a wide range of digital channels, and understanding how that content is delivered to students within the search engine results pages (SERPs).   

    AI has become a pivotal force in content discovery and visibility within SERPS. Visual shifts in the SERPs now prioritize rich media and first-person expertise, meaning your content must not only reflect relevance but also showcase real-world experiences to stay competitive. First-person expertise, such as student stories, faculty insights and user-generated content, is increasingly favored by search engines, underscoring the growing demand for authenticity. Rich media—images, videos and interactive elements—boost engagement and click-through rates. As visual content continues to dominate SERPs, your strategy must adapt to harness these trends effectively. 

    Looking to 2025 and beyond, SEO will demand a comprehensive, integrated approach that encompasses both on-site and off-site elements. Institutions that focus exclusively on on-page SEO or create content in isolation risk falling short of maximizing their potential. The most successful strategies will seamlessly connect content across multiple digital channels, driving not just visibility but also meaningful engagement. 

    Modern website optimization will be multi-faceted and multi-channel, anchored by four key components: 

    1. SEO: Search Engine Optimization will remain foundational, still being a critical part of driving organic traffic to your website but now must be paired with user-focused content creation. A strategic blend of blog posts, video content, graphics and articles will ensure that your website remains relevant and discoverable in a competitive search environment.  
    2. User Journey Optimization: Understanding the student journey is essential for converting traffic into applications. A data-driven approach that identifies usability roadblocks and tests the optimal path to conversion is key. A/B testing and ongoing adjustments will ensure that every touchpoint on your website drives students to take meaningful actions.  
    3. Brand Amplification: Strong content deserves to be seen. To achieve this, institutions must invest in amplifying their brand through content promotion, social media engagement, local profile optimization and PR. Engaging in user-driven discussions on forums and social media platforms will strengthen your brand’s visibility and credibility, allowing your message to reach broader audiences. 
    4. Content Marketing: The creation of high-quality content is a cornerstone of digital marketing. By producing content that directly speaks to student needs, you reinforce your institution’s position as a trusted authority. Strategic content creation is not just about filling your website but aligning content with student expectations and ongoing digital trends. 

    With these changes, institutions must take the driver’s seat in shaping their digital presence and optimizing web strategies. Meeting the moment requires a proactive approach to evolving digital trends, ensuring that your institution remains competitive, relevant and positioned for long-term success in an increasingly dynamic online environment. 

    The Transformation of Paid Media 

    The transformation of paid media has been just as significant as the evolution in organic search. With AI now playing a central role in optimization, marketers have had to rethink not only where they invest but how they manage campaigns. Gone are the days of manual bids and rigid keyword targeting. In what was once a highly controlled environment, advertisers would apply uniform bids across all matching search queries, rely on static text ads, and build campaigns around exact or phrase match keywords. These strategies offered precision but lacked adaptability and scalability.  

    Today, optimization is driven by automation, data and real-time decision-making. Smart bidding adjusts bids dynamically based on user behavior, intent and context. Responsive search ads tailor messaging to the user’s query, while improved broad match capabilities allow for more relevant and flexible reach. This shift demands a new approach, one away from managing structure and more on shaping signals for AI-based optimization. 

    Performance Max (PMax) campaigns exemplify this change. By consolidating efforts into a single campaign that spans Google’s full inventory, advertisers can let AI optimize toward specific outcomes. Institutions are increasingly shifting towards investments in branded PMax campaigns, using them to drive awareness and conversions across the funnel. Unlocking their full potential, however, requires consideration on inputs such as audience insights, quality creative and defined performance goals.  

    In this environment, marketers must shift their focus. Rather than managing granular campaign structures or keyword-level bids, success depends on a streamlined structure. Over-segmentation is now the enemy of AI—limiting data flow and stalling machine learning algorithms. Instead, consolidation, automation and audience-centric strategies are key to maximizing performance and achieving scale. The more robust your audience signals and creative assets, the more effectively AI can optimize for effective campaigns.  

    The Central Role of Brand in Modern Higher Education Marketing

    Brand as a Differentiator 

    In a competitive and crowded marketplace, brand is your most powerful differentiator. As enrollment pressures intensify and prospective students become more discerning, a clear and compelling brand narrative is not an accessory to success; it is essential for it. Yet many institutions struggle with perceived value leaving prospective students unsure of what truly sets them apart.  

    According to Hanover Research’s 2024 Trends in Higher Education report, 66% of Americans believe colleges are “stuck in the past” and no longer meet the needs of today’s students. This perception gap presents a unique opportunity for institutions to not just rebrand but redefine the role and relevance for higher education in the modern world. 

    Brand marketing plays a transformative role in addressing these challenges. Brand is not merely visual identity or taglines, it is about storytelling that resonates across platforms and inspires connection. With students engaging across an increasingly fragmented digital landscape, institutions must show up consistently across every touchpoint.  

    The emotional connection is especially important today, as higher education faces intense scrutiny from multiple forces. Amid ongoing conversations about cost, access and accountability, there is a pressing need for institutions to reshape the narrative. By investing in brand marketing, institutions can demonstrate their alignment with the needs of Modern Learners, reinforce their commitment to student outcomes and build trust in a time categorized by uncertainty.  

    Brand and reputation go hand in hand. One reflects your promise. The other reflects your proof. When balanced well, they shape a perception that drives enrollment, builds revenue and sustains long term success. 

    Today’s higher education marketers must engage students before they start their search. This requires delivering authentic content across channels that builds trust and awareness over time. The Modern Learner’s journey begins with emotion, not just information. Your brand must be visible, relatable, and memorable. 

    In an era marked by uncertainty and choice overload, institutions must lead with empathy, clarity, and purpose. Showcase a brand that resonates, builds confidence and drives action. 

    Balancing Brand and Performance Marketing 

    In higher education marketing, finding the right balance between brand and performance marketing channels is crucial for long-term success. Historically, higher education institutions have leaned heavily into performance marketing, driven by the immediate need for results like inquiries and applications. However, this strategy is becoming less sustainable in today’s dynamic and competitive landscape. While performance marketing continues to be essential for driving immediate conversions, it cannot be the sole focus. 

    Brand marketing plays an increasingly important role, especially in the upper funnel, where students are still in the process of exploring and considering their options. This phase of the student journey is more about building awareness, shaping perceptions and creating emotional connections, rather than expecting immediate results. Students are making life-changing decisions that require time, research and deep consideration, so brand-building efforts often take longer to produce tangible outcomes. 

    To navigate this, higher education marketers must strategically allocate resources across both brand and performance media. A suggested allocation might be 20-35% for brand marketing, including channels like Connected TV (CTV), OTT streaming video and audio, out-of-home (OOH) ads, display ads, and paid social. The remaining 65-80% can be allocated to performance marketing, focusing on paid search, paid social and website marketing. This balance allows for consistent brand presence while still driving immediate performance goals. 

    However, finding the right mix will depend on your institution’s unique needs and goals. There is no one-size-fits-all approach. It’s important to embrace a testing mentality when allocating your budget, understanding that this is a multi-year investment. Brand marketing’s impact often requires indirect measurement and time to mature, with a holistic cost per enrollment being a long-term goal. 

    By adopting a balanced approach and a willingness to test and iterate, institutions can achieve the right blend of short-term performance and long-term brand growth. 

    Adapting to Thrive in the New Era

    The higher ed landscape is evolving and so are your students. Marketing strategies that once worked are no longer enough. To succeed, leaders must challenge the status quo, evolve their higher education marketing strategies, and fully embrace the behaviors, tools and technologies that are shaping this new era. 

    Now is the time to invest in transformation. Whether that means rethinking your website, shifting your media mix or consolidating campaigns to improve performance, the path forward begins with taking action. 

    The transformation does not have to be navigated alone. A higher education marketing agency can be a vital partner in this evolution. At EducationDynamics, we bring together proprietary research, full-funnel strategy and decades of expertise to help institutions like yours grow with confidence.  

    Let’s shape the future together. Connect with an EDDY expert to assess your current strategies and identify new opportunities for growth.  

    The institutions that succeed will be the ones that are bold enough to evolve—strategically, creatively and with purpose. Now is your opportunity to lead that change.  

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  • Unlocking Generative Engine Optimization (GEO): What Marketers Must Do to Stay Ahead

    Unlocking Generative Engine Optimization (GEO): What Marketers Must Do to Stay Ahead

    Remember when SEO was all about keywords and metatags, fueling now-defunct search engines like Yahoo, AltaVista and early Google? Those were the days of “keyword stuffing,” where quantity trumped quality and relevance, delivering poor search results and frustrating users. Google’s PageRank algorithm changed everything by prioritizing content quality, giving birth to the “Content is King” mantra and improving the user experience.

    Fast forward to the Era of the Modern Learner, where digitally astute users demand fast and accurate information at their fingertips. To keep up with their heightened expectations, search engine algorithms have evolved to become more sophisticated, focusing on the intent behind each search query rather than simple keyword matching. This shift has led to the emergence of AI-powered search engines features like Google’s AI Overviews to provide an AI-powered summary which now command prime real estate on the search engine results page.

    In response, Generative Engine Optimization (GEO) is emerging. AI-powered search engines are moving beyond simply ranking websites. They are synthesizing information to provide direct answers. In this fast-paced environment, delivering the right information at the right time is critical now more than ever. All marketers, regardless of industry, must adapt their strategies beyond traditional SEO.

    What is Generative Engine Optimization (GEO)?

    Artificial intelligence is rapidly infiltrating tools across every industry, fundamentally reshaping the digital landscape. Generative Engine Optimization (GEO) is emerging as a new approach to digital marketing, leveraging AI-powered tools to generate and optimize content for search engines. GEO is a catalyst, driving a fundamental shift in how search engines present information and how users consume it

    GEO leverages machine learning algorithms to analyze user search intent, create personalized content, and optimize websites for improved search engine rankings. This advanced algorithmic approach delivers contextually rich information from credible sources, directly answering user searches and proactively addressing related inquiries. A proactive strategy that goes beyond traditional SEO ensures that a school’s information is readily discoverable, easily digestible and favorably presented by AI-powered search engines such as Google’s AI Overviews, ChatGPT, Perplexity and Gemini.

    How GEO Works

    At its core, Generative Engine Optimization (GEO) uses artificial intelligence to bridge the gap between user needs and search engine performance. GEO tools go beyond traditional SEO by harnessing AI to deeply understand user behavior and generate content that’s not only relevant but also personalized and performance driven. Here is how it works across four core functions: 

    • Analyzing User Intent: GEO starts by analyzing user intent. AI models examine search queries, website behavior and browsing patterns to uncover what users are specifically searching for. This helps marketers develop content strategies that directly align with user expectations and needs. 
    • Generating Content: Using these insights, GEO tools generate original content tailored to meet the precise needs of the target audience. The result is content that answers user questions and aligns with how modern search engines evaluate relevance and quality.  
    • Optimizing Content: GEO then optimizes the generated content for performance. AI refines readability, integrates keywords and enhances structural elements for improved visibility in search results, which ensures that content performs well in both traditional and AI-powered search environments.  
    • Personalizing Content: Where GEO truly shines is in content personalization. By leveraging data like demographics, preferences and past interactions, GEO delivers tailored experiences that feel more relevant and engaging to individual users.  

    Comparing SEO and GEO

    While SEO and GEO may seem like competing strategies, they actually complement one another. Both aim to improve visibility in search results and drive meaningful engagement but do so through different methods. Understanding how they align and where they diverge is key to developing a modern, well-rounded digital strategy. 

    Ways GEO is Similar to SEO

    Despite their difference in execution, SEO and GEO share a common goal: delivering valuable content to users and meeting their search intent. Both SEO and GEO strategies contribute to: 

    • Improving website visibility and search rankings in the search engine results pages (SERPs). 
    • Driving organic traffic by making it easier for users to discover relevant information. 
    • Boosting user engagement and conversion rates through informative, well-tailored content.  

    Ways GEO is Different from SEO

    Where SEO and GEO begin to diverge is in their focus, tools, and content strategy:

    • Focus: Traditional SEO emphasizes keyword optimization, meta tags and technical structure. GEO, on the other hand, focuses on understanding user intent and creating dynamic, personalized content that adapts to evolving needs. 
    • Tools: SEO relies on tools like keyword research platforms, backlink analysis, and manual content audits. GEO uses AI-powered platforms to analyze data, generate content, and automate optimization based on real-time user behavior.  
    • Content: SEO often produces static, evergreen content that ranks over time. GEO enables the creation of responsive, personalized content that can shift based on user preferences, past interactions, and demographics. 

    While SEO has historically focused on driving clicks to websites and increasing rankings, GEO recognizes the increasing prominence of zero-click searches—where users find answers directly within AI-powered search overviews. In this new reality, GEO ensures your content remains visible and valuable even when the traditional click doesn’t occur. It does this by optimizing for how AI synthesizes and presents information in search results.

    Is GEO Replacing SEO?

    The rise of GEO has sparked an important question for marketers: Is SEO dead? The short answer is no. Rather than replacing SEO, GEO enhances it.

    GEO builds a foundation of traditional SEO by leveraging artificial intelligence to automate time-consuming tasks, deepen audience insights, and elevate content quality. A strong SEO strategy remains essential, and when paired with GEO, it becomes even more powerful.

    To support marketers in building that foundation, tools like EducationDynamics’ SEO Playbook offer actionable strategies for mastering SEO fundamentals while staying adaptable to innovations like GEO. As the higher education marketing landscape evolves, institutions are reaching a critical inflection point: the status quo no longer meets the expectations of the Modern Learner, and a more dynamic, data-driven approach is essential to stay competitive.

    Here’s how GEO supports and strengthens traditional SEO efforts:

    • Smarter Keyword Research and Optimization: GEO tools analyze search intent more precisely, allowing marketers to choose keywords that better reflect how real users search, creating content that directly answers those queries.  
    • More Personalized Content Experiences: By generating dynamic content based on user behavior, preferences, and demographics, GEO helps ensure the right message reaches the right audience at the right time.  
    • Streamlined Workflows: GEO automates content generation and optimization processes, making it easier to keep web pages fresh, relevant, and aligned with evolving search behaviors—all while saving time and resources.  

    SEO is far from obsolete; however, relying solely on traditional SEO tactics is outdated which is no longer sufficient in today’s evolving higher education landscape. To truly transform their marketing approach, institutions must embrace innovative solutions. 

     As generative AI becomes increasingly embedded in how people search, marketers must adapt. While traditional SEO tactics like on-page optimization, site structure, and link-building still have a role to play, GEO provides the bold innovation needed to drive impactful outcomes. By pairing SEO strategies with GEO’s AI-driven insights and automation, institutions can achieve greater efficiency and effectiveness in their marketing efforts.  

    Together, SEO and GEO provide a holistic, future-ready framework to engage the Modern Learner, enhance digital marketing efforts, and drive both reputation and revenue growth, which are essential for long-term success.

    Integrating GEO and SEO in Your Marketing Strategy for Higher Education Marketers

    As the digital landscape evolves, one thing remains clear: SEO is still essential for institutions looking to connect with today’s students. With the rapid adoption of AI in everyday search habits though, SEO alone is no longer enough.

    According to EducationDynamics 2025 Engaging the Modern Learner Report, generative AI is already transforming how prospective students evaluate their options. Nearly 70% of Modern Learners use AI tools for generative chatbot platforms like ChatGPT, while 37% use these tools specifically to gather information about colleges and universities in their consideration set.

    This shift signals a clear need for higher ed marketers to adapt their digital strategies. GEO provides a pathway to do that while better serving today’s students. By combining the proven fundamentals of SEO with GEO’s advanced AI capabilities, institutions can engage the Modern Learner more effectively at every stage of their decision-making journey.

    Reaching Modern Learners: Integrating GEO and SEO Strategies

    • Speak to What Modern Learners Search For: Modern Learners expect content that speaks directly to their needs and interests. Use GEO tools to identify the actual search terms prospective students use, such as “flexible online MBA,” or “how much does an online degree cost.” Then, develop SEO-optimized pages, blog posts, and FAQs that address these specific questions. Incorporate schema markup, structured headings, and internal links to boost visibility while keeping content informative and student focused.  
    • Personalize the Journey for Every Modern Learner: GEO enables marketers to go beyond generic messaging. Use behavioral data, such as which pages students visit, how long they stay or what programs they explore, to personalize touchpoints across channels. Personalization builds trust and shows Modern Learners you understand what matters to them.  
    • Deliver the Seamless Digital Experiences Modern Learners Expect: Today’s students want fast, seamless experiences. Use GEO insights to identify where users drop off, then optimize navigation and page speed accordingly. Implement clear, scannable layouts with prominent CTAs to enhance your website’s structure and user-friendliness. Consider adding AI-powered chatbots to provide real-time support for everything from application steps to financial aid inquiries.   
    • Use Data to Stay Ahead of the Modern Learner’s Needs: GEO tools give you visibility into what students search for, which content they engage with, and where they lose interest. Regularly review search patterns, click paths, and drop-off points to identify gaps in your content or barriers in the enrollment funnel. Use these insights to refine headlines, adjust keyword targeting, or introduce new resources that better align with what students care about. 

    As prospective students increasingly turn to AI tools to explore their options, higher education marketers must evolve their strategies to keep pace with changing search behaviors. While Search Engine Optimization remains essential for visibility and reach, it no longer fully reflects how today’s students search and engage online. GEO bridges that gap by adapting to real-time behaviors and preferences. To effectively connect with Modern Learners and stay competitive, institutions must evolve their digital strategies to include GEO. 

    The Future of SEO and GEO in Higher Education

    The future of enrollment will be shaped by how well institutions adapt to evolving digital behaviors. GEO is one of the many new components at the forefront of this shift. As AI continues to reshape how students interact with institutions and search for information, GEO will become an instrumental tool for delivering personalized, real-time information to meet their expectations.

    Traditional SEO will still play a vital role in ensuring your institution is discoverable, but GEO takes things further by extracting and tailoring relevant content to meet the specific needs of each user, creating dynamic, intent-driven engagement. With more students using generative AI tools to guide their enrollment journey, institutions must embrace strategies that reflect this new reality.

    Looking ahead, AI-powered SEO strategies will empower higher education marketers to create adaptive content that speaks directly to individual student goals and behaviors. These tools will also make it possible to deliver faster, more relevant information across platforms, often surfacing answers before a student ever clicks a link. With deeper access to behavioral data and user intent, marketers can refine messaging in real time, ensuring they’re reaching the right students with the right information at the right moment in their decision-making journey.

    Unlocking the Power of GEO with EducationDynamics

    As the digital landscape continues to shift, it can be challenging for institutions to keep pace with rapid change—especially when it comes to reaching the demands of today’s students. GEO empowers institutions to transform their digital engagement strategies, moving beyond outdated tactics to cultivate meaningful connections with the Modern Learner. 

    As a leading provider of higher education marketing solutions, EducationDynamics specializes in helping colleges and universities stay ahead. Our team brings deep expertise in foundational SEO and is actively embracing the next wave of digital strategy through Generative Engine Optimization (GEO). We understand what it takes to create meaningful engagement in a competitive enrollment environment and we’re here to help you do just that. 

    Connect with us to discover how we can support your team in building personalized digital strategies—whether it’s laying the groundwork with SEO or embracing innovative approaches like GEO. We’re here to help your institution succeed in today’s ever-changing digital world. 

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  • Introducing the InsightsEDU Echo Webinar Series

    Introducing the InsightsEDU Echo Webinar Series

    EducationDynamics is excited to announce our new webinar series — the InsightsEDU Echo Webinar Series. This series is designed to expand access to the impactful sessions delivered at InsightsEDU 2025. Whether you attended the conference or are looking to gain valuable insights into higher education marketing, recruitment, and enrollment strategies, this webinar series brings expert-led presentations directly to you.

    Join us throughout March and April for these exclusive webinars:

    March 13: Engaging the Modern Learner | 1 PM ET

    This webinar presents insights and discoveries from our most recent report, “Engaging the Modern Learner: 2025 Report on the Preferences & Behaviors Shaping Higher Ed.” These findings lay out the framework for a strategic approach built upon strengthened institutional reputation and engagement strategies that deliver the right message, at the right time to all students and institutional stakeholders.

    Speakers: Greg Clayton, President of Enrollment Management Services, and Katie Tomlinson, Sr. Director of Analytics and Business Intelligence.
    Register Here

    March 20: A Roadmap to Marketing Transformation | 2 PM ET

    Discover proven strategies for navigating marketing transformation in higher education. This session will explore how institutions can modernize their marketing tactics to better align with today’s digital-first landscape.

    Speakers: Jamie Ceman, Senior Executive Vice President, RW Jones Agency.
    Register Here

    March 27: From Silos to Synergy: Transforming Enrollment Through Collaboration | 2 PM ET

    Learn how cross-departmental collaboration can unlock new strategies for enrollment growth. This webinar will provide actionable steps for aligning marketing, admissions, and academic teams.

    Speakers: Dr. Jodi Blinco, Vice President for Enrollment Management Consulting.
    Register Here

    April 3: Navigating the Enrollment Shift | 2 PM ET

    Join EducationDynamics and the experts from EY Parthenon for a solutions-focused conversation about the impact and implications of the Enrollment Cliff. Participants will leave with a better understanding of the full impact of the changes facing higher education and the opportunities available for thriving in the evolving educational landscape.

    Speakers: Tracy Kreikemeier, Chief Relationship Officer at EducationDynamics, Kate Kruger, Partner/Principal at EY-Parthenon, and Elizabeth Palmer, Senior Director at EY-Parthenon.
    Register Here

    April 10: Evolving Your Marketing Approach in the New Era | 2 PM ET

    Explore how AI is transforming search algorithms, user behavior, and website optimization. This session, led by Sarah Russell, VP of Marketing at EducationDynamics, will deliver practical techniques to future-proof your SEO efforts and create a full-funnel marketing strategy that moves students from awareness to enrollment.

    Speakers: Sarah Russell, Vice President of Marketing, EducationDynamics.
    Register Here

    April 17: The Art and Science of Why People Care | 2 PM ET

    Uncover the psychological and strategic factors that influence student decision-making and engagement. Learn how to craft messaging and brands that resonate, inspire, and build lasting relationships.

    Speakers: Kelly Ratliff, Director of Client Success and Solutions, RW Jones Agency, and Renee Daly, VP of Brand Strategy, RW Jones Agency.
    Register Here

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  • What’s New at InsightsEDU 2025? Key Updates You Won’t Want to Miss

    What’s New at InsightsEDU 2025? Key Updates You Won’t Want to Miss

    With InsightsEDU 2025 just around the corner, we’re excited to share some of the key updates and new features coming to this year’s conference, happening February 12-14, 2025 in New Orleans, Louisiana. As the premier conference for higher education marketing and enrollment management, this year’s event promises to be our most engaging yet. Attendees can expect immersive experiences, innovative sessions, and exceptional speakers, all aimed at equipping higher education leaders with the skills and strategies needed to serve today’s Modern Learners. From the welcome reception to our new customized workshop experience, InsightsEDU 2025 is full of exciting opportunities. Read on to see what’s in store!

    This year, we’re embracing the vibrant culture of New Orleans with the Bourbon Street Bash, a celebration that will give attendees the perfect opportunity to unwind, network, and experience NOLA in style. The evening will kick off with a second-line parade, leading attendees through the historic streets of New Orleans to the iconic Bourbon Vieux venue. With a live jazz performance, this event promises to be a memorable way to start an exciting conference experience with the higher ed community.

    For the first time, InsightsEDU is offering a hands-on, interactive workshop led by Dr. Jodi Blinco, Vice President of Enrollment Management Consulting at EducationDynamics.

    The workshop, “Unlocking Enrollment Success: A Customized Consulting Workshop Experience,” is designed specifically for higher education leaders who want to explore the complexities of enrollment models. The workshop provides an opportunity to enhance strategies for attracting, enrolling, and retaining students.

    This session will foster focused discussions, tailored insights, and actionable takeaways, allowing attendees to apply the knowledge gained from the conference directly to their own enrollment strategies.

    This year, we are excited to welcome Po-Shen Loh, an acclaimed entrepreneur, mathematician, and Carnegie Mellon University professor, to the InsightsEDU stage.

    His keynote session, “The Power of Reinvention: Unlocking Innovation to Inspire Action,” will challenge attendees to rethink problem-solving, leadership, and innovation in the ever-evolving higher education landscape. Drawing from his diverse experiences in academia and social entrepreneurship, Po-Shen Loh will explore how institutions can apply startup strategies to innovate and create programs that resonate with students’ needs. His unique experiences throughout higher ed and entrepreneurship make him uniquely qualified to address the conference’s innovative goals and inspire strategies for institutions looking to drive meaningful change.

    Expect to hear from top industry leaders at InsightsEDU, with companies such as EY Parthenon, Slate, Google, Meta, and Reddit, joining to share their expertise in digital engagement, advertising, and marketing strategies. These sessions will help institutions stay ahead of emerging trends, enhance their online presence, and develop strategies to connect with students in innovative ways. Attendees will gain exclusive insights into how leading platforms are shaping the future of student engagement and higher education marketing.

    With RW Jones Agency recently becoming a part of the EducationDynamics team, InsightsEDU 2025 will feature even more expert-led sessions and strategic insights. RW Jones Agency’s expertise in public relations, crisis communications, and higher education marketing is sure to provide valuable perspectives for attendees.

    Here are some of the key sessions featuring RW Jones Agency’s team:

    • A Roadmap to Marketing Transformation: Learn how to implement a marketing maturity model to enhance strategy, optimize resources, and gain real results for your MarCom division. This session will provide insights from experienced professionals who have successfully implemented maturity models to drive impactful results at institutions.
    • A Behavior-Informed Approach to Prospective Student Engagement: Discover how student personas can transform outreach efforts. Building on insights from a recent nationally representative survey of high schoolers, this session explores students’ primary motivations and factors surrounding decision making, offering key insights for higher ed marketers, communicators, and enrollment leaders.
    • Lights, Camera, Connections: How to Produce Compelling Videos That Connect: Join Karolyn Pearson, a former network news producer, and Morgan Aguilar, a former TV reporter, for an exciting session on crafting engaging and authentic visual storytelling to captivate student audiences and enhance your institution’s brand.
    • The Art and Science of Why People Care: Learn how to create audience-centered messaging that aligns with students’ values, increases engagement, and builds lasting relationships while authentically marketing your brand.
    • From Interest to Enrollment: Building Real Student Connections on Social Media: Explore the latest tactics and insights to address an evolving social media landscape and cater to Gen Z and Millennial audiences. This session will explore the latest trends, engagement strategies, and creative tools to foster meaningful interactions on social media that lead to enrollment.

    With an impeccable lineup of sessions, RW Jones Agency’s expertise will provide valuable new perspectives at InsightsEDU 2025, ensuring that attendees leave with actionable strategies to better connect and serve Modern Learners.

    With immersive experiences, groundbreaking discussions, and an incredible lineup of speakers and sessions, this year’s conference is shaping up to be the best one yet. Whether you’re looking to refine your enrollment strategy, explore new marketing tactics, or simply connect with industry leaders, InsightsEDU 2025 is the place to be for higher education professionals.

    We look forward to seeing you at InsightsEDU 2025!

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  • How Admissions and Marketing Teams Can Collaborate

    How Admissions and Marketing Teams Can Collaborate

    Fostering Interdepartmental Collaboration to Drive a More Effective and Engaging Student Journey

    Achieving success in your higher education marketing strategy requires seamless collaboration between your admissions and marketing teams to create a connected, consistent student journey experience. When these teams align, they move beyond their isolated efforts and build a unified strategy that not only captures students’ attention but also drives meaningful engagement and enrollments.

    Admissions teams gain critical, real-time insights from their conversations with prospective students, and marketing teams transform those insights into strategies and assets that resonate with the right audiences. By sharing their insights, both teams can better inform campaigns, conversations, and touchpoints, ensuring every interaction feels intentional, relevant, and student-centered.

    However, this alignment doesn’t happen by chance. It requires deliberate collaboration, thoughtful planning, and the strategic use of data at every stage. From discovery interviews and customer relationship management (CRM) data analysis to shared campaign development, each step in the process plays a vital role in delivering a cohesive, engaging experience that guides prospective students from curiosity to commitment.

    The Importance and Benefits of Collaboration Between Admissions and Marketing Teams 

    In an increasingly competitive higher ed landscape, having admissions and marketing teams that collaborate and communicate with each other regularly can make a meaningful difference in the experience that an institution delivers to prospective students, while optimizing its marketing efforts for maximum impact.  

    When admissions and marketing operate in silos, the cohesion breaks down. Collaboration prevents these gaps, ensuring every message, from the first ad to the final admissions call, feels aligned and purposeful.

    Creating a Unified Message

    Students don’t distinguish between “admissions” and “marketing” — they only see the institution. That’s why a unified message is so crucial to every higher education marketing strategy. A consistent and unified message — whether it’s delivered through ads, emails, website visits, or conversations with admissions personnel — builds trust, strengthens the brand, and guides prospective students smoothly through their decision-making journey.

    Building a Powerful Feedback Loop  

    When admissions and marketing teams stay in consistent communication, they create a powerful feedback loop that strengthens the institution’s messaging and better serves its prospective students.

    Admissions teams are on the front lines, having daily conversations with students and hearing their motivations, hesitations, and questions firsthand. These interactions provide invaluable qualitative insights that can flow back into marketing assets and strategies. 

    For example, if students frequently ask about program outcomes — such as what they can do with a certain degree — marketing can develop targeted blog content, alumni video spotlights, or landing page updates showcasing career opportunities, industry connections, and success stories related to the degree. Additionally, if there are common points of confusion that come up in students’ conversations with admissions staff, marketing materials can be created that clearly and directly address these issues. 

    By tapping into this feedback loop, both teams can make meaningful, real-time adjustments that align the institution’s messaging with students’ priorities, enhance engagement, and drive better outcomes.

    Empowering Teams With Critical Insights and Knowledge

    Both admissions and marketing teams bring something unique and valuable to the table when it comes to understanding the institution’s brand, its offerings, and its students. While there are areas of overlap, each team also has its own distinct focal points that allow it to provide useful details the other team can benefit from, creating a richer and more comprehensive appreciation of how each team can best serve the institution’s students.

    Practical Ways to Collaborate 

    Now that we’ve established the importance of collaboration, let’s take a look at some practical ways to bring this strategy to life. 

    Coordinate and Share Learnings During a Discovery Process

    The first step is discovery, the phase where both admissions and marketing teams collaborate to analyze and uncover insights that will make their work more accurate, impactful, and aligned. The discovery process includes in-depth conversations with key university stakeholders; audits of existing school resources, marketing collateral, and program materials; and market research and competitive analysis to understand the institution’s positioning and audience needs.

    Each team adds unique value to the process. Admissions teams gather information about program-specific details, students’ motivations, and nuances that resonate during enrollment conversations, while marketing teams analyze the institution’s competitive positioning, audience behaviors, and key differentiators. By sharing and coordinating these efforts upfront, teams can reduce redundancies, ensure alignment, and create a more cohesive strategy that delivers consistent, tailored messaging. 

    Here are some tactics that can help in coordinating and consolidating discovery efforts:

    • Shared discovery templates
      • Create standardized templates for interviews, audits, and insight summaries to ensure consistency in how findings are gathered and shared across teams.
    • Discovery check-ins
      • Ensure there are opportunities to check in and share progressive findings or learnings with the other team. This not only helps ensure that what is being communicated or uncovered by each team is consistent and in alignment. It also provides each team with valuable information that will help guide deeper conversations or elicit important questions that can be addressed sooner. 
    • Centralized insight repository
      • Use a shared platform (e.g., Asana, Google Docs, or Notion) to compile key findings, data points, and interview notes in one place.
    • Joint stakeholder interviews and meetings
      • Conduct some discovery interviews with stakeholders (e.g., marketing, program directors, faculty, students) jointly. This ensures both teams hear the same information and gain aligned insights.
      • For separate interviews, share questions between teams beforehand to ensure all interviews are exploring complementary areas.

    Schedule Ongoing Check-Ins With Teams

    Consistent communication is critical for collaboration. Regular monthly or quarterly meetings that include both admissions and marketing staff create space for sharing insights, identifying trends, and closing messaging gaps. 

    Admissions teams can spotlight common motivations, pain points, and areas of confusion among students, so marketing teams can update campaigns to address these themes in real time. These sessions ensure all higher education marketing strategies stay aligned and adaptive, making the student experience feel more cohesive.

    Leverage CRM Data

    Every interaction with a student leaves a breadcrumb trail of data. By tapping into call notes and CRM system data, admissions and marketing teams can track students’ questions, motivations, and hesitations. 

    Analyzing this data can reveal trends that marketing can address through website updates, FAQs, and ad campaigns. Sharing actionable summaries allows admissions teams to prepare for upcoming conversations and marketing teams to preemptively answer students’ concerns, creating a more seamless experience for prospects.

    Share and Understand Key Resources

    Developing key marketing resources, such as a Strategic Marketing Guide (SMG), and sharing them across teams can help keep admissions and marketing teams’ collaboration efforts on track. 

    An SMG isn’t just a document — it’s the framework that ensures every team is aligned in understanding the key components of the institution’s brand, story, and students. Personas, unique value propositions (UVPs), brand stories and positioning, and messaging frameworks outlined in an SMG help admissions and marketing teams speak the same language and tell a shared story.  

    Connect Your Admissions and Marketing Teams Through Collaboration With Archer

    At Archer Education, we don’t just build marketing strategies — we build lasting capabilities. Our approach goes beyond campaign launches and lead generation to focus on sustainable online infrastructure that empowers universities to thrive long after our work is done. From aligning admissions and marketing teams to developing data-driven messaging frameworks, we act as a true partner in developing custom higher education marketing strategies that work. 

    Our collaboration is designed to transfer knowledge, not just deliver results. We equip your teams with the tools, training, and insights they need to operate with confidence, ensuring your institution isn’t reliant on outside support to maintain momentum. The result is a marketing engine that runs smoothly long after Archer’s involvement has ended, empowering your teams to lead with agility in an ever-changing higher education landscape. 

    Contact us today to learn more. 

    Subscribe to the Higher Ed Marketing Journal:

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  • Four Benefits of Attending InsightsEDU

    Four Benefits of Attending InsightsEDU

    Every year, EducationDynamics welcomes marketing, enrollment, admissions, and higher education leaders from across the nation for InsightsEDU—a higher education conference dedicated to uncovering emerging trends and innovative solutions that help colleges and universities enhance reputation and grow revenue. In 2025, InsightsEDU will be hosted in New Orleans, Louisiana at the Ritz Carlton from February 12-14, 2025.

    With 40+ subject matter experts, and 38+ sessions, InsightsEDU is designed to equip attendees with the knowledge, tools, and strategies necessary to successfully engage the Modern Learner. Discover key benefits you will experience by attending InsightsEDU 2025.

    Benefits of Attending a Higher Education Conference like InsightsEDU

    1. Gain Timely Insights into the Modern Learner

    There is no doubt that higher education is undergoing a shift. The Modern Learner, who increasingly values flexibility, personalization, and cost-effectiveness, is driving much of this transformation.  This year’s conference theme, “The Era of the Modern Learner,” reflects this pivotal moment in education.  

    InsightsEDU will help higher education marketers adapt strategies to meet the needs of these students, by equipping them with practical insights on how Modern Learners interact with enrollment teams, make decisions, and engage with content. Understanding these dynamics will allow higher ed professionals to tailor marketing and enrollment strategies to better address the demands of today’s students, while demonstrating value and personalization.

    2. Network with Fellow Institutional Leaders, Experts, and Professionals Nationwide

    InsightsEDU is more than a learning opportunity; it is also an unparalleled networking opportunity for the higher education community. With over 100 colleges and universities represented, InsightsEDU brings together a diverse group of higher education professionals, including institutional leaders, marketers, admissions professionals, and experts from across the nation and even abroad.

    Throughout the conference, attendees will experience everything from informative sessions and panels to networking events infused with New Orleans’ flair. These interactions will provide attendees with opportunities to build lasting connections with fellow professionals who share a commitment to advancing higher education initiatives. Additionally, attendees will be able to participate in discussion forums and stay connected to professional connections through the conference app, allowing attendees to stay engaged even after the conference ends.

    3. Access Tailored Strategies for All Student Demographics

    InsightsEDU is dedicated to helping professionals connect with today’s diverse student populations through targeted, practical strategies. For traditional students, attendees will explore ways to create personalized outreach and recruitment campaigns that highlight flexibility and value. Sessions focused on online students will uncover data-driven marketing methods and innovative enrollment strategies that address their desire for convenience and personalization. For graduate students, attendees will explore strategies that leverage career-focused messaging and a clear return on investment for advanced degrees.

    Attendees will leave InsightsEDU equipped with powerful, actionable strategies tailored to the unique needs of various student demographics—empowering them to drive success and lead in a changing higher education landscape.

    4. Experience Expert-Led Sessions Focused on Real-World Solutions

    At InsightsEDU, attendees will engage with a stellar line-up of speakers covering the latest trends and challenges in higher education. Our conference agenda features 38+ sessions from industry experts, each with unique and data-backed perspectives on topics such as personalized digital marketing, enrollment management, and student success. With expert perspectives from organizations like Google, Meta, Reddit, EY Parthenon and more, attendees will learn how to apply the latest trends and technologies to enhance their approach. Additionally, attendees will gain exclusive insights to groundbreaking tools and data, including the latest Online College Students Report, giving them a first look at critical insights into today’s students.

    Unlock the Future of Higher Education at InsightsEDU 2025

    InsightsEDU 2025 is the must-attend conference for higher education professionals who are committed to staying ahead of the curve and driving impact within education. Don’t miss the opportunity to be a part of this innovative event, designed to provide you with strategies and insights for success in higher education.   

    We look forward to seeing you at InsightsEDU from February 12-14! Register today and secure your spot.

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  • Building a Better Transfer Experience for Modern Learners 

    Building a Better Transfer Experience for Modern Learners 

    In 2022, 36.8 million students under the age of 65 fell into the category of Some College, No Credential (SCNC)–a population that grew by nearly 3% year-over-year by 2024. These learners, who started but did not complete a credential, represent a growing population with significant potential for re-enrollment. Understanding their needs is essential to support their return to higher education.  

    For SCNC students, one key factor can significantly influence their decision to re-enroll—transfer credit policies. The Education Reengagement Report, conducted in collaboration with DegreeSight, provides a comprehensive overview of this subset of modern learners, uncovering key strategies to re-engage these students by addressing their unique needs, particularly surrounding maximization of previously earned credits and awareness of credit transfer policies. Explore the report’s findings to gain deeper insights into how institutions can effectively engage and support SCNC students on their path to completion.  

    Who are Some College, No Credential (SCNC) Modern Learners? 

     SCNC students represent a noteworthy portion of the Modern Learner population, and their unique profile merits deep consideration when developing approaches to re-engagement. For more insights into the challenges faced by stopped-out students and strategies to support their return, read our previous article on addressing their barriers. In the context of the Education Reengagment Report, SCNC students are defined as those seeking reenrollment or who have already reenrolled elsewhere.  Their experiences and motivations reflect diverse life experiences, making them a unique yet significant audience for higher education institutions.  

    SCNC students comprise of diverse demographic and professional profiles. Most are aged between 25-29 (66%), and a significant portion (33%) identify as first-generation college students. Their employment status also varies, with 59% working full-time, 20% employed part-time, and 16% not currently employed. Many SCNC students were previously enrolled in associate degree programs (43%), while others sought bachelor’s degrees (57%), reflecting a broad range of academic aspirations.  

    SCNC students pursue a wide range of academic interests, with certain fields emerging as particularly popular. The areas of study with the highest levels of enrollment for SCNC students include Business (24%), IT, Computers, and Technology (20%), and Health-related fields (13%). Additionally, learning format preferences reveal a demand for flexibility, with 47% favoring on-campus programs, 29% opting for hybrid options, and 20% preferring fully online programs. These findings emphasize the need for flexible program offerings to meet SCNC students’ varying needs and schedules. 

    Career advancement is a primary motivation for SCNC students when initially enrolling. Sixty percent enrolled in an undergraduate program to improve their earning potential or launch a new career, while 40% sought careers better aligned with their interests. Additionally, 30% pursued a degree as a next step following high school or technical school.  

    However, financial challenges, competing responsibilities, and various program limitations are common reasons for stopping out. Survey results show that the main barrier to continuing education for SCNC students is cost, with 32% citing it as their primary reason for stopping out. Other reasons include Covid-19 related reasoning (20%), lack of flexibility in the program (19%), and inability to use federal financial aid (15%).  Understanding these critical factors is essential for institutions looking to reengage this population. By addressing the root causes of their stop-outs, institutions can better connect with SCNC students and deliver personalized solutions to them. 

    The report surveyed both SCNC and transfer students. While these groups differ in some ways, they share similarities in their focus on career outcomes and expectations for the enrollment process.  

    The key difference to keep in mind include: 

    • Age: SCNC students tend to be older, with a median age of 37 compared to 31 for Transfer students  
    • Motivation: Transfer students top motivation stems from their career aspirations, while SCNC students place greater emphasis on program affordability 
    • Level of study: Transfer students are more likely to pursue bachelor’s degrees, while SCNC students often have a mix of associate and bachelor’s degree goals 

    Despite these differences, both groups share a unifying goal to leverage their existing credits to further their higher education career and achieve their personal and professional goals, making them a significant opportunity for higher education institutions.  

    Why are Transfer Credit Policies So Important for SCNC Modern Learners?

    Many SCNC students have already earned a decent number of college credits, with 32% having completed 16 to 30 credits, indicating that they have completed at least one semester of coursework. This progress underscores the importance of transfer credit policies easing their return to higher education. With the many notable reasons for stopping out, the barrier to re-entry only rises without clear credit transfer or support systems in place. For these students, the financial burden of repeating coursework and the desire for swift completion of their degrees are top priorities.  

    Survey data highlights the overwhelming importance students place on credit transfer policies. Ninety-three percent of SCNC students say that the number of transferrable credits impacts their enrollment decision, with 55% indicating it as a primary factor. Additionally, 36% of students rank credit acceptance as a key consideration in their reenrollment decision, second only to tuition cost (44%) and closely followed by the availability of online programs (35%).  

    Clear and favorable transfer credit policies not only can alleviate the financial pressures of reenrollment but can also expedite the path to graduation. However, navigating these policies is not a simple process for many students. Thirty-five percent of students report that understanding transfer credit policies is the most difficult part of the enrollment process, followed by getting previous credits transferred (34%) and completing financial aid forms (34%). Institutions should view this as a call to action to refine their policies and streamline processes, addressing these critical pain points to better meet student needs and enhance both enrollment and retention outcomes. 

    How Can Institutions Better Support SCNC Modern Learners with Transfer Credits?

    Supporting SCNC students requires institutions to prioritize transparency, personalized support, and flexibility—particularly where transfer credits are concerned.  Many SCNC students face unnecessarily complicated processes during their reenrollment processes, making it imperative for institutions to make their policies accessible.  

    To better meet this demographics’ varied needs, institutions can implement the following strategies to support SCNC students: 

    • Promote Transparent Transfer Policies: 

    Institutions should make transfer credit policies easy to understand and accessible across websites, marketing materials, and additional platforms. Clearly communicating how previous credits apply to degree requirements empowers students to make informed decisions.  Online tools like credit transfer calculators, chatbots for common inquiries, and infographics can further empower students to understand their credit situation and feel confident making enrollment decisions.  

    • Highlight Cost Savings and Financial Support: 

    To address cost barriers, institutions should clearly communicate how credit transfers reduce tuition expenses and emphasize available financial aid options. Offering flexible payment plans helps students manage their finances more readily, allowing them to focus on their education without financial stress. 

    • Provide Comprehensive Support Services: 

    Having a dedicated credit transfer advisor can make a pivotal difference in the SCNC enrollment experience. These advisors can help guide students in navigating complex processes, equipping them with vital information on financial aid options, available transferrable credits, and program pathways.  Support can be offered through online channels, advising, and assistance with application and registration processes. Partnering with EducationDynamics’ Enrollment Management Team can help institutions scale this support effectively. 

    • Expand Flexible Learning Options: 

    Expanding online and hybrid program offerings is crucial to supporting the growing SCNC population. These flexible formats can better serve SCNC lifestyles, as these students often juggle work and family responsibilities in addition to their course load. Flexible online and hybrid-based programs are imperative to be promoted to this population, as many have changed their learning modality from classroom-based to online or hybrid. By assessing current offerings and identifying areas of expansion, institutions can better support the needs of Modern Learners.  

    Unlock Opportunities for SCNC Student Success

    SCNC students have spoken—there is a clear need for institutions to adapt their policies and support services to meet their unique needs. By prioritizing clear transfer credit policies, personalized support, and flexible learning options, universities can attract this demographic while helping them achieve their academic goals. As institutions continue to navigate evolving enrollment challenges, adapting to the needs of SCNC students will be instrumental in building success and shaping the future of higher education.  

    Ready to reengage SCNC students? Explore how EDDY’s market research services help your institution effectively reach SCNC students and create successful pathways from re-enrollment to graduation.  

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  • The Sky Is The 300 Character Limit: Bluesky

    The Sky Is The 300 Character Limit: Bluesky

    In the ever-evolving landscape of social media, platforms rise and fall as quickly as trends shift. Twitter, now known as X, has undergone significant changes, from its approach to verified accounts and content insights to the way it handles ad space. This volatility has paved way for competitors to emerge, and among them, Threads, but now Bluesky is rapidly gaining traction in the digital atmosphere.

    Recently surpassing 15 million users, Bluesky has positioned itself as a serious contender in the micro-blogging arena, offering users a fresh take on short-form content, photo sharing, video creation, and community-based content. 

    What is Bluesky?

    Bluesky is the first app to dethrone Twitter at the top of app store charts. Founded in 2019 by former Twitter employees, it was initially developed to complement the platform we all know but has since carved out its own identity. After operating on an invite-only basis through 2023, Bluesky is now fully open to the public. This was vital to the growth of the platform, as they attempted to appeal to users wanting to “flee” Twitter/X for a different space to share insights or cat memes.  

    At its core, Bluesky focuses on community-driven sharing, allowing users to interact in familiar ways—through likes, replies, reposts, and follows.

    The Advertising-Free Zone

    Currently, Bluesky operates without any advertising, offering a purely organic experience for its users. While this will likely change in the future, the ad-free environment has contributed to its appeal among users seeking a more authentic and less commercialized space. Users want a space where they can gather information or converse without the never-ending interruption ads that have come to populate X and other platforms. Users know ads will eventually be introduced, but the joy of new social platforms is how authentic and organic the space feels. It is a way to build authentic and personal connections in a completely curated feed, which is what users are looking for in a new space.  

    Unique Features That Set Bluesky Apart

    The most revolutionary feature is Bluesky’s decentralized model. Users can host their servers, storing data independently and setting their own rules, much like the structure of Discord. Here are a few of the other Bluesky features that make the platform stand out for many users:  

    • Content Detachment: Unlike other platforms, users can detach their accounts from content when it is reshared or quoted by others, giving them greater control over their posts. 
    • Zero Tolerance for Hate Speech: The platform is committed to fostering a safe environment, with a dedicated team actively monitoring content for hate or extremist behavior. 
    • Greater Control: BlueSky offers users the ability to control their feeds, and even manage multiple streams of content. Users can set up custom feeds or join public feeds tailored to topics of their choosing.  

    Additionally, Bluesky allows users to create unique domain-based handles (e.g., @username.sky), providing a distinctive identity for individuals and organizations alike. Universities could use .edu handles to strengthen their community presence and allow outsiders to know instantly where the server will focus.  

    Threads or Bluesky: Which Platform Should You Choose? 

    Both. It would help if you grabbed those handles when you can. Even if you don’t plan to post right away, it is a good plan of action to have them in your marketing department’s back pocket. You want to avoid becoming part of those challenges where others have your user and will make you purchase it. Think about the efforts you wish to make. What is the University’s voice for this style of media? Do you want to share updates and insights or try the latest catchphrases to meet your students? It could be a combination of all of this and figuring it out, seeing how your students interact, and making content to fit their needs. Threads right now does provide more insight, but it has yet to find it’s right footing within the world of short text. Bluesky seems to be excelling on that front.  

    What Does Bluesky Mean for Universities? 

    Bluesky’s rise signals a shift in how people want to consume media. Twitter/X has faced criticism for its unpredictable algorithms, ad policies, and evolving identity. In contrast, Bluesky promises a return to chronological timelines, community-building, and user-driven experiences. It is saying all the right words to users, and it will be interesting to see if it can keep its promises.  

    For universities and brands, this is a chance to establish a presence on a platform designed for engagement and conversation. Early adoption could secure valuable handles and position organizations to connect with students, parents, alums, and stakeholders in a more meaningful way. Bluesky’s community-first approach means content should be both informative and approachable, bridging gaps and fostering connections. Universities, for example, could use the platform to quickly share updates, create dialogues, and build a sense of belonging among their audiences. 

    How Will Bluesky Impact the Digital Landscape?

    Bluesky is more than just another social media platform; it’s a reflection of changing user expectations. As it continues to grow, universities and brands should take note and prepare for a potential shift in how they communicate in the digital space. With its decentralized foundation, focus on community, and fresh approach to micro-blogging, Bluesky is paving the way for a new era of social media.

    At EducationDynamics, we pride ourselves on staying at the forefront of social media trends. We are committed to exploring how organic platforms like Bluesky can help institutions engage new students and cultivate thriving online communities. For ongoing support and insights, connect with our organic social team and elevate your strategy.  

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  • Voices of Innovation: Meet InsightsEDU 2025 Featured Speakers

    Voices of Innovation: Meet InsightsEDU 2025 Featured Speakers

    Higher Education Speakers of InsightsEDU

    Meet the thought leaders shaping the future of higher education at InsightsEDU 2025! Taking place from February 12-14, 2025 in New Orleans, LA, this conference brings together expert voices in higher education marketing, enrollment management, and leadership to discuss the evolution of today’s Modern Learner. This year, explore the future of higher education in 38+ sessions, where our speakers will share their vast expertise and unique perspectives. From higher education leaders to enrollment professionals, these speakers are vital to the InsightsEDU experience and are ready to equip you with insights to thrive in a new era of learning.

    The lineup of featured speakers for InsightsEDU 2025 is still growing—stay tuned for exciting new announcements! Below are the confirmed featured speakers as of November 7, 2024.

    Gregory Clayton

    President of Enrollment Management Services at EducationDynamics
    With over 30 years of experience in the higher education space, Greg brings valuable expertise in enrollment management and performance marketing. As President of Enrollment Management Services at EducationDynamics, he leads a comprehensive team offering agency marketing, enrollment services, strategic consulting, and research, all tailored to the higher ed sector. His leadership and career position him as a visionary strategist, equipped to offer insightful commentary on the higher education landscape and enrollment solutions. Join his session to learn more about how to better serve the Modern Learner and implement strategies that drive institutional success.

    Session: The Evolving Expectations of the Modern Learner: How Institutions Can Adapt and Thrive

    Wendy Colby

    Wendy Colby

    Vice President and Associate Provost for Boston University Virtual (BU Virtual)
    Throughout her career, Wendy has distinguished herself as a leader in online learning and enhancing the student experience. At BU Virtual, she focuses on delivering educational and technological excellence, positioning the program as a model of high-quality online education. Wendy’s commitment to advancing digital learning solutions ensures that students receive an exceptional learning experience. With extensive expertise in strategic leadership and global engagement, Wendy brings invaluable insights to InsightsEDU, where she will speak on best practices for collaborative strategies that optimize institutional success.

    Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success

    Roy Daiany

    Director, Education & Careers at Google
    With over 15 years of experience, Roy Daiany leads Google’s national team of education advertising strategists, partnering with top universities and EdTech companies to drive growth. A champion of technology-driven marketing, Roy will share valuable insights in his upcoming session, drawing on Google’s data to highlight key areas for optimizing student outreach and exploring innovative advertising practices.

    Session: Emerging Trends and Priorities for Higher Education

    Brent Fitch

    President of Rocky Mountain College of Art and Design
    Brent’s extensive career and leadership in higher education provide invaluable perspectives for InsightsEDU 2025. As President of Rocky Mountain College of Art and Design, he has played an instrumental role in shaping strategies that optimize student engagement. With a proven track record in developing innovative programs that enhance faculty, employee, and student outcomes, his strategic leadership offers InsightsEDU attendees exclusive access to tried and true best practices within higher education. Learn from Brent to gain a deeper understanding of how to navigate institutional challenges and embrace new strategies for ongoing success.

    Session: The Era of the Modern Learner: Redefining Higher Education

    Andrew Fleischer


    Head of Industry, Education at Google
    As Head of Industry for Education at Google, Andrew Fleischer leads a team dedicated to transforming how institutions and EdTech companies approach enrollment and brand positioning. With a background spanning strategic roles in Google’s App and Retail sectors, Andrew brings expertise in using data-driven advertising to address complex business goals. In his session at InsightsEDU 2024, Andrew will explore Google’s latest insights on the role of AI in higher education and share valuable strategies to navigate the evolving student journey.

    Session: Emerging Trends and Priorities for Higher Education

    Stephen Horn

    Chief Marketing Officer at The College of Health Care Professions (CHCP)
    Stephen Horn is an award-winning marketer known for his inventive strategies that drive growth and expand market share. With a strong background in brand-building and nurturing marketing talent, Steve has a proven track record of success. As Chief Marketing Officer for CHCP in Houston, his role has been critical to program success. InsightsEDU attendees can anticipate gaining valuable insights into effective strategies for enhancing student engagement and aligning marketing with cross-functional departments.

    Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success

    Dr. Melik Khoury

    Dr. Melik Khoury

    President of Unity Environment University
    Gain fresh insights and practical strategies for engaging Modern Learners with Dr. Melik Khoury, a pivotal leader in higher education. As President of Unity Environmental University, Dr. Khoury prioritizes student success and has spearheaded transformative initiatives to increase enrollment and retention. His commitment to affordability, accessibility, and flexibility are paramount to the university’s enduring success. Dr. Khoury’s tenure at Unity Environmental University has established him as an innovative and adaptable leader, making him an ideal expert to address today’s new era of learning and the unique needs of Modern Learners.

    Session: The Era of the Modern Learner: Redefining Higher Education

    Dr. Andy Miller

    Senior VP of Strategic Enrollment & Partnerships at Indiana Wesleyan University
    Andy Miller, PhD, brings a wealth of experience to InsightsEDU 2025. In his role as Sr. VP of Strategic Enrollment & Partnerships at Indiana Wesleyan University, Andy oversees enrollment and partnership initiatives, serving over 12,000 students. With expertise in building cross-industry partnerships and creating training pathways for adult learners to meet workforce demands, Andy is a pivotal leader in the field.

    Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success

    Dr. Joe Sallustio

    Dr. Joe Sallustio

    Vice President of Industry Engagement at Ellucian & Cofounder The EdUp Experience Podcast
    Dr. Joe Sallustio is a leading authority within the higher ed sector, recognized for his expertise in operations, finance, and academics. With over 20 years of experience, he has led teams across various institutional functions, including marketing, enrollment, finance, and student services, equipping him with the skills to successfully navigate the modern landscape of higher education. Dr. Sallustio leverages his extensive knowledge as co-founder and host of The EdUp Experience, a podcast that explores timely topics in the higher ed industry. Join his session to learn more about innovative strategies for addressing challenges and uncovering opportunities for student success amid changing times.

    Sessions: The Era of the Modern Learner: Redefining Higher Education

    Katie Tomlinson

    Katie Tomlinson

    Senior Director of Analytics and Business Intelligence at EducationDynamics
    Prepare to unlock insights with Katie Tomlinson. As the Senior Director of Analytics and Business Intelligence, Katie expertly manages data and reporting, uncovering key trends to support EducationDynamics in delivering data-driven solutions for the higher ed community. Learn from her as she discusses findings from EducationDynamics’ latest report, where attendees will gain a deeper understanding of the evolving learning environment and the significant factors that influence Modern Learners’ educational choices.

    Session: The Evolving Expectations of the Modern Learner: How Institutions Can Adapt and Thrive

    Engage with the Leaders Shaping Higher Education

    InsightsEDU 2025 promises to be another impactful conference, offering a forum for thought leadership, best practices, and meaningful networking among higher education professionals. This conference unites industry leaders and institutions to explore the key challenges and exciting opportunities facing the higher ed sector today. Taking place in early 2025, InsightsEDU is the perfect change to gain insights that will strengthen your institution’s foundation for the year ahead and beyond. Don’t miss out–Register today to secure your spot.

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  • New Program Strategy: Go Deep, Not Wide

    New Program Strategy: Go Deep, Not Wide

    How to Strategically Expand Your Online Adult Degree Programs

    So you’ve built a successful online adult degree program. No small feat. Now you need to keep your foot on the gas to keep the momentum going. 

    Your first instinct might be to “go wide” with your program expansion strategy by launching a variety of new, unrelated programs to pair with your successful offering. While this diversification strategy might reap great rewards for consumer packaged goods giants like Unilever and Procter & Gamble, higher education is different. Your institution is different.  

    I find myself making the following recommendation over and over again when it comes to expanding online degree programs: Go deep, not wide. 

    This means building upon the success of your existing program by developing specialized offerings within the same field. The “go deep” method might not be the most popular, but in my experience, it’s often the most effective. Let’s break it down further — or should I say, dig deeper — to see if this approach is right for your school. 

    What Does Going Wide Mean for Your Online Adult Degree Programs?

    Let’s start with a hypothetical example: You have established a successful online Master of Business Administration (MBA) program with a positive reputation in the region. 

    Recently, you’ve heard cybersecurity and nursing degree programs are experiencing industry growth, so you decide to pursue programs in those areas next to build out a wider range of offerings. 

    Unfortunately, this strategic path can be a mistake. Here’s why: 

    • Lack of synergy among programs: When universities add new, unrelated programs, they often fail to create synergistic relationships among all their programs. Each program operates in isolation without benefiting from the shared resources, expertise, or cross-promotional opportunities that could exist if the programs were more aligned.
    • Missed opportunities to leverage existing brand equity: Diversifying into new areas causes institutions to overlook the strength of their existing brand. A well-established program, like a thriving online MBA program, comes with significant brand recognition and trust that new programs lack. 

    However, expanding within the existing framework of business administration can allow for the amplification of this established brand equity, rather than starting from scratch with each new offering.

    Why Going Deep Is More Effective

    In higher education, the smart, strategic allocation of resources is crucial. You could put your institution’s limited resources toward a whole new program, such as a Bachelor of Science in Nursing (BSN) program or a Master of Science in Cybersecurity program. Or, you could just attach a new or adjacent offering to your successful online MBA program to channel your resources into an established program realm. 

    Forget efficacy for a moment. Which strategy sounds more efficient? 

    The good news is that going deep in one area of program offerings is often more effective and efficient. Instead of developing an entirely new adult degree program from scratch, you can simply add value to your existing online business program. 

    This might come in the form of added concentration options, such as MBA concentrations in entrepreneurship, accounting, finance, marketing, management, or strategic communications. 

    It could also involve adding another relevant degree program within the same area of study. For example, since you’re seeing a lot of success with your MBA program, you could add a finance or accounting degree program to build on the success and reputation of the established program.

    Key Benefits of Going Deep With Your Online Adult Degree Programs

    I’ve had experiences both ways: some institutions go wide, others go deep. For those that go wide, I’ve often seen siloed marketing efforts, inefficient allocations of resources, and sporadic and unpredictable enrollment. For those that go deep, I see the following benefits: 

    More Students Attracted

    Broadened appeal for students already interested in the primary program: By offering more concentrations within a well-established program, or adjacent degrees within the same field, your institution can appeal to a broader range of interests and career goals within your current student audience base.

    More options for prospective students due to increased specialization: Specialized degrees and concentrations allow students to tailor their education to their specific interests and career paths, making the program more attractive to applicants seeking focused expertise.

    Increased Marketing Efficiency

    Ability to leverage existing web pages and SEO for the main program: Concentration pages can be added as subpages to the main program’s page, which likely already has a strong search engine optimization (SEO) presence. This setup benefits from the existing search engine rankings and requires less effort than starting marketing from scratch for a new program.

    Faster path to high search rankings for new concentrations, creating a marketing loop: The SEO efforts for the main program boost the visibility of the new concentrations, which in turn contribute to the overall authority and ranking of the main program’s page. This synergy creates a self-reinforcing cycle that enhances the visibility of all offerings.

    Enhanced paid marketing efficiencies: Adding concentrations in areas where significant traffic already exists for broad terms — like “MBA,” “business degree,” or “finance degree” for an MBA program — allows institutions to more effectively utilize their paid advertising budgets. Expanding the program options for your existing traffic allows you to improve your click-to-lead conversion rates, increase your number of leads, and enhance your downstream successes in areas such as enrollments and completions. This approach allows for a more efficient use of marketing investments, providing more options for prospective students within the same budget.

    Faster Accreditation Process

    Streamlined accreditation process by expanding within an already accredited program: Adding concentrations within an existing program simplifies the accreditation process. Because the core program is already accredited, expanding it with concentrations requires fewer approvals and less bureaucracy than launching an entirely new program.

    Ready to Go Deep With One of Your Online Adult Degree Programs?

    If you’ve seen success with an online adult degree program offering, you’ve already taken a momentous step toward growth — which is something to be proud of. It also creates massive opportunity, and Archer Education is poised to help you capitalize on it. 

    Archer is different from other agencies. We work as your online growth enablement partner, helping you to foster self-sufficiency over the long haul through collaboration, storytelling, and cutting-edge student engagement technology. 

    We’ve helped dozens of institutions increase enrollment and retention through a going deep approach, and your institution could be next. And once you’ve solidified the reputation and success of your core online offering by going deep, we’ll be ready to help you pivot to a wider approach to expand your position in online learning.

    Contact us today to learn more about what Archer can do for you. 

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