Category: Higher Education 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 And yet, many institutions are still using outdated strategies that fail to resonate with the Modern Learner.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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  • Modern Learners, Modern Strategies: The New Rules of Engagement

    Modern Learners, Modern Strategies: The New Rules of Engagement

    Brett is a working professional with a packed schedule, balancing career growth with personal responsibilities. He knows that advancing in his field requires new skills and credentials, but he needs a program that fits his life, one that is flexible, aligned with his career and worth the investment. Brett is just one example of Modern Learner, a growing population of students who prioritize efficiency, affordability and real-world outcomes in their education.  

    Higher education has undergone a decade of transformation, from evolving enrollment patterns to advancements in technology and changing student expectations. As the landscape continues evolves, so do the behaviors and preferences of students like Brett—giving rise to the Modern Learner.  

    EducationDynamics’ latest report, “Engaging the Modern Learner: The 2025 Report on the Preferences and Behaviors Shaping Higher Ed,” examines these emerging trends. For over a decade, we have tracked student behavior and preferences, adapting our research to reflect the evolving higher education environment. Previously known as the Online College Students Report, this study has expanded in scope to provide a more comprehensive understanding of Modern Learners and their needs.  

    Explore the most significant changes over the past ten years, key findings from our research and actionable strategies to help higher education leaders challenge the status quo and drive innovative outcomes.  

    How Have Student Behaviors and Preferences Changed in the Last Decade?

    Student search, decision-making, and engagement behaviors have shifted significantly over the past decade. Strategies that once drove enrollment may no longer be as effective, requiring institutions to adapt. By examining these changes, we can identify emerging patterns that will shape the future of higher education.  

    Modern Learners Expect Immediate Admit Decisions 

    With greater access to information through technology, prospective students are making decisions faster than ever before. As a result, Modern Learners expect rapid responses from institutions. In 2015, 43% of fully online learners said that they would enroll at the first school that contacted them. By 2025, the urgency has increased significantly, with nearly 75% of online learners indicating that they would enroll in the first school that admits them. This shift underscores the growing need for institutions to streamline their admissions processes, ensuring quick response times and efficient decision-making to remain competitive in enrolling Modern Learners.

    Search Initializes at the Brand Level

    Student search behavior is another trend that has faced a significant shift in recent years, with more students starting their search by focusing on schools rather than specific programs.

    Recent data reveals that 58% of respondents begin their search by considering schools first. This trend is even more pronounced among online learners, where approximately 60% prioritize finding a school before narrowing down their program options. Following school, the next most common search is subject area, with students increasingly exploring broader categories before selecting a specific program.

    Given this shift, higher education marketing strategies need to reflect an approach that encompasses both promotion of programs and the institution itself. As prospective students often initiate their search with a school-focused mindset, schools must position their brand clearly to effectively engage and capture early interest, which will guide students towards relevant programs as they progress through the enrollment funnel.

    AI Impacts Consideration Sets 

    The adoption of AI tools, such as website chatbots and on-demand engagement platforms, has grown steadily over the past decade. Recent data highlights notable increases in the use of chatbots. In 2015, only about 15% of online learners engaged with website chatbots or live chat agents. Now, in 2025, that number has more than doubled, reaching 30% of fully online students.  

    Moreover, students increasingly turn to AI tools like Search Generative Experience (SGE) for answers to critical questions about schools and their offerings, with 37% of Modern Learners using AI for information gathering. As students refine their consideration sets, AI-driven engagement tools provide timely and relevant information, making them a key touchpoint in the decision-making process. The growing reliance on these platforms calls for institutions to employ the use of informative and accessible AI tools to offer students seamless support throughout their research and decision-making processes.  

    Preference and Acceptance of Online Modality has Increased

    It’s no secret that in the past decade, online education has not only gained traction but has become the preferred education modality for a growing population of students. In 2015, only 32% of fully online students believed their online education was better than their previous classroom study. However, that number has more than doubled for today’s respondents. 71% of online learners express a preference for online higher education experiences when compared to classroom education, indicating a fundamental change in student expectations and satisfaction with digital learning environments.  

    Engaging the Modern Learner

    At EducationDynamics, our research continually seeks to understand the evolving needs of students. Through years of research and emerging insights from our 2025 survey, a clear picture of the Modern Learner has emerged—one defined by a focus on flexibility, career, and a desire for personalized education experiences. Modern Learners are not only looking to complete a degree, they also aim to shape their own learning journeys in ways that align with their personal and professional goals. 

    Shared Demands and Preferences 

    Despite their diverse backgrounds, Modern Learners share several key expectations. They prioritize affordability, flexible learning formats and responsive support. If their needs aren’t met, they will quickly seek alternative options. This shift in expectations means that institutions need to rethink how they attract, engage and support students. Meeting the Modern Learner where they are is no longer optional; it is essential for long-term success. 

    The Power of Brand & Reputation

    A strong institutional brand plays a crucial role in the student decision-making process. As students begin their search with a school-focused mindset, a well-established reputation can be the deciding factor in where they apply. In fact, reputation ranked as the third most influential factor in application decisions, cited by 31% of students overall and 51% of traditional undergraduates, in our 2025 survey. To remain competitive, institutions must build a credible and respected brand that not only attracts prospective students but also reinforces trust and long-term value throughout their educational journey. 

    Value and Affordability

    While cost is a significant consideration for Modern Learners, affordability alone doesn’t drive enrollment decisions. A well-rounded value proposition plays an equally important role. Our research shows that 46% of students cite tuition cost as a critical factor, but other factors like program relevance to careers, flexibility, and reputation also weigh heavily in their decision-making process. 

    Supporting students with financial literacy is crucial, as 38% of students identify it as a helpful resource during the enrollment process. By clearly communicating both affordability and long-term value such as career outcomes, program flexibility and personalized support, schools can resonate with the priorities of cost-conscious, value-driven Modern Learners.  

    The Importance of Career Focus

    For Modern Learners, education is a direct pathway to career advancement. Regardless of age or background, they share a strong motivation to upskill quickly and gain credentials that lead to tangible career outcomes. This focus on career alignment is evident, with 20% of Modern Learners citing a program’s relevance to their career as a determining factor in their enrollment decision.

    The Modern Learner Survey reveals that 76% of students feel their institution clearly outlines potential career paths related to their program. While this is positive, gaps remain. Traditional undergraduates are the most informed, with 84% receiving clear career guidance, compared to 73% of non-traditional students and 77% of graduate students. These gaps highlight the need for institutions to consistently communicate career values across all Modern Learner segments, ensuring they understand how their education supports their professional goals.

    The Demand for Flexible Learning Models

    Flexibility is no longer an educational preference; it is a necessity for Modern Learners. As today’s students move away from traditional classroom modalities and increasingly seek flexible environments, institutions must invest in program models that accommodate careers and family commitments.  

    When deciding where to apply, 31% of Modern Learners cited flexible course schedules as a key factor. This need is particularly evident among graduate students, who are more likely to be balancing family and work responsibilities. While 53% of respondents do not have children under 18 at home, a notable portion are managing family commitments in addition to their studies. Among fully online students, the number of children at home has increased by 15%, reinforcing the growing demand for learning models that complement busy schedules. 

    The Role of AI and Social Media

    AI and social media play an increasingly important role in shaping student decisions. Social media is no longer merely an avenue for entertainment; it has evolved into a tool for student engagement and research throughout the entire decision-making process. With students interacting across multiple platforms daily, schools must harness these channels to stay visible and relevant as students progress through the consideration phase. To successfully leverage social media, marketing teams should prioritize creating dynamic, visually engaging experiences, particularly through video content, which resonates strongly with Modern Learners.  

    At the same time, AI enhances this by personalizing interactions and providing real-time insights into student preferences, helping institutions refine their marketing strategies. With the rise of generative AI tools, nearly 70% of Modern Learners now use AI in some capacity, including AI chatbots like ChatGPT, to assist their search for school information. Approximately 37% use these tools specifically to gather information about schools, with tuition fees (57%), course offerings (51%), and admission requirements (43%) being the most sought-after details. This highlights the opportunity for schools to integrate AI into their marketing strategies to provide comprehensive, accessible information that supports prospective students with their enrollment decision.  

    Modern Strategies to Engage the Modern Learner 

    As the needs and expectations of students continue to evolve, it’s important for institutions to adapt in ways that truly serve and support Modern Learners. Here are actionable steps to create a personalized, student-centered experience that fosters trust and drives success.  

    1. Embrace Data-Driven Decision Making: Modern Learners expect personalized experiences, and data is the key to delivering them. Through leveraging market research and insights, like those from the 2025 Modern Learner Report, institutions can better understand student preferences and behaviors. To turn those insights into action, invest in tools for data collection and analysis that allow for continuous improvement and refinement.  
    2. Build a Strong and Authentic Brand: A cohesive and authentic brand is integral to connecting with students. Focus on building a positive online experience that bolsters brand visibility, while garnering trust that your institution can provide timely and reliable information that students seek.  
    3. Prioritize Career Outcomes: Career outcomes are top of mind for students as they consider their educational investment. Make career pathways clear by showcasing programs, internship opportunities, alumni success stories and career counseling services to help students see the tangible benefits of their degree.  
    4. Create Flexible and Personalized Learning Pathways: Flexibility is essential for meeting the diverse needs of Modern Learners. Offer programs with adaptable schedules and learning formats, allowing students to choose a pathway that best aligns their lifestyle and goals.  
    5. Optimize the Digital Experience (Especially Websites and Al): An engaging digital experience is critical to attracting and retaining students. Through regular website updates and the integration of AI-powered tools to offer support, institutions can streamline the user experience to ensure a smooth journey from inquiry to enrollment. 
    6. Enhance Communication Speed: Modern Learners expect timely and informative responses and are quicker to make decisions than in years past. Adopt tools that provide real-time communication capabilities, such as chatbots or automated updates, to keep students engaged and informed throughout the enrollment process.   
    7. Develop a Dynamic Social Media Strategy: Social media is a powerful tool for building connections and increasing brand awareness among Modern Learners. With platforms like Instagram, TikTok, and YouTube playing a major role in their online engagement, video content is especially effective in capturing their attention.  By understanding your audience’s media habits and aligning your content with platforms they use the most, you can deliver the right message at the right time, keeping your institution top of mind.  
    8. Don’t Forget About the Human Touch: While technology undoubtedly plays a significant role in modern times, students still seek personal connections. Ensure that students can engage with advisors, staff, or faculty to guide them through the enrollment process, while providing the support they need.

    Aligning with Modern Learners: A New Era in Enrollment

    In this evolving landscape, Modern Learners are placing greater emphasis on career relevance, affordability, and flexibility, demanding more from their education than ever before. The findings from the Modern Learner Survey underscore the importance of aligning educational programs with career paths, improving financial transparency, and providing tailored support to meet diverse needs. The time is now for higher education leaders to challenge outdated enrollment strategies that no longer resonate with today’s highly discerning, cost-conscious, and value-focused students.  

    To navigate these changes effectively, institutions must adopt innovative, data-driven strategies that speak directly to the Modern Learner’s priorities. For a deeper dive into these insights and actionable recommendations, explore the full “Engaging the Modern Learner” report today.  

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  • The Power of Student Portals

    The Power of Student Portals

    Reading Time: 10 minutes

    Think about the last time you ordered something online or streamed your favourite show. Remember how pretty seamless it was? That’s exactly what today’s students expect from their college application experience. Gen Z and Gen Alpha students have grown up in a digital world, with all its associated benefits. You have to acknowledge that they’re looking for the same smooth, user-friendly experience when they apply to schools, and this is no easy task.

    For colleges and universities, meeting these expectations isn’t just about staying current–it’s about staying relevant. This is why having a well-designed student portal is more important than ever. It is the key to a seamless admissions process–the map that charts a direct, straightforward course from the students’ first click to their first day on campus.

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

    Try the HEM Student Portal!

    Why a Student Portal is Essential

    Remember the days of printing out application forms, filling them in by hand, and mailing them back? Those days are long gone, replaced by a more efficient and convenient solution. Today’s students want everything at their fingertips, and they want it to work as smoothly as their favourite apps. A recent study found that 70% of students expect their university’s online experience to match platforms like Amazon, Netflix, and Facebook. 

    That’s a high bar to meet, but it is the type of bar that a well-designed portal can scale. So what is the purpose of a student portal? A student portal is an online resource that guides students and helps them access helpful resources throughout the journey from exploring to application, enrollment, and beyond.

    As education becomes increasingly global, schools are seeing applications from all corners of the world. International students need a system that works across time zones and cultures, making the application process clear and accessible no matter where they’re from. A good student portal can meet these students at the point of their needs and help them achieve all their short and long-term goals. 

    Example: The University of London’s student portal offers a comprehensive and user-friendly interface, providing students with easy access to academic resources, course materials, and administrative services.

    HEM Image 2HEM Image 2

    Source: University of London

    Let’s talk about some challenges schools face without a proper portal:

    Picture an admissions office drowning in paperwork, trying to match documents to applications, and manually entering data into multiple systems. Now imagine students waiting anxiously for updates, wondering if their materials were received, or trying to figure out what steps come next. The challenges are well outlined below to put things in perspective:

    • Complex Workflows: Traditional admissions often involve multiple steps that frustrate students and staff.
    • Manual Processes: Outdated methods are time-consuming and error-prone.
    • Global Competition: Institutions must attract students from diverse locations and meet high digital expectations.

    These are the kinds of headaches a good student portal eliminates. A well-designed portal tackles these issues head-on by:

    • Streamlining Workflows: Students can complete applications online, upload documents, and track their progress in real-time.
    • Enabling Mobile Optimization: A mobile-friendly design ensures accessibility anytime, anywhere.
    • Offering Personalization: Tailored communications and automated updates keep students informed and engaged.
    • Improving Efficiency: Administrators can centralize data, track applications, and reduce manual tasks.

    These solutions will help make student applications as easy as online shopping. Students can track their progress in real time and receive automatic updates and reminders. You’re giving admissions staff the tools they need to work efficiently and students, more control over how things pan out. All you need is an efficient student login system and you’ll have everything within a click.

    This brings us to the question–what is the student login system? A student login system allows students to access everything from application progress to status, academic records, courses, schedules, and campus services through their institution’s online portal, using a username and password.

    Example: The Higher Education Marketing (HEM) Student Portal is a comprehensive digital platform designed to streamline student engagement, lead nurturing, and admissions processes for educational institutions. It offers a user-friendly interface where prospective and enrolled students can access personalized information, track application statuses, and access financial aid.

    HEM Image 3HEM Image 3

    Source: HEM

    Features That Transform the Admissions Process

    1. Simplified Application Workflow

    Gone are the days of juggling multiple systems and endless email chains. Modern student portals make applying to academic institutions as straightforward as creating a social media profile. Students can choose their program, pick their campus, and select their start date all in one place. Need to upload transcripts or recommendation letters? Just drag and drop them into the system.

    For admissions staff, this means no more shuffling between databases or wondering where a particular document ended up. Everything lives in one place, making it easy to review applications and make decisions quickly. The system even connects with other school software, thanks to the portal integrating with a CRM or SIS, so information flows smoothly and in real-time from one department to another.

    2. Automation for Efficiency

    Here’s where things get interesting. Imagine having a virtual assistant that never sleeps, sending out reminders, updating application statuses, and answering common questions automatically. That’s what automation brings to the table.

    For example, when a student submits their application, the system can automatically:

    • Send a confirmation email
    • Check for missing documents
    • Schedule follow-up reminders
    • Update the student’s status in real-time
    • Notify relevant staff members

    This is not just about saving time—though it certainly does. It is about ensuring a consistent and reliable experience for every applicant while allowing staff the resources to focus on more meaningful interactions with students.

    3. Personalized Student Journeys

    Modern portals offer innovative tools that make the application process feel more like a personal journey than a bureaucratic maze.

    The Virtual Admissions Assistant (VAA), for example, can serve as a knowledgeable and accessible resource for prospective students. It enables them to independently explore campus options, browse programs, and receive immediate responses to their inquiries at any time. The VAA functions as a personal guide throughout the admissions process.

    Then there’s the Quote Builder – a game-changer for students trying to plan their education budget. Instead of struggling with complicated fee structures, students can simply input their choices (program, campus, housing preferences) and get a clear picture of their costs. For international students especially, this transparency is invaluable. No more surprises or hidden fees – just clear, upfront information they can use to plan their future.

    Example: The Automotive Training Center, Surrey, offers prospects the opportunity to request information about their admission from a virtual admission assistant, or an admission representative.

    HEM Image 4HEM Image 4

    Source: ATC Surrey

    4. Centralized Data Management

    One thing that students and staff love is finding everything in one place. Remember that feeling of searching through endless email threads looking for that one important document? A good portal eliminates that headache.

    For students, it means:

    • One login to access everything
    • A clear overview of their application status
    • Easy access to all their submitted documents
    • A record of all communications with the school

    For staff, it’s like having a super-organized digital filing cabinet where everything is just a click away. Whatever you need to do, from sending students a reminder to checking their application status or when they last logged in, you only need to Click.

    Example: The MyUCLA App by the University of California, Los Angeles, is a one-stop-shop student-run portal that offers everything from academic to administrative, student engagement, and financial support.

    HEM Image 5HEM Image 5

    Source: MyUCLA

    5. Proactive Engagement and Lead Nurturing

    Online application management is an area where modern portals shine. A well-designed portal system will keep students engaged throughout the process instead of waiting for them to reach out with questions or concerns. 

    For example, The system can pick up that a student began an application but hasn’t completed it. Rather than letting that potential student slip away, it automatically sends a friendly reminder, offering help with any questions they might have. This kind of thoughtful follow-up can make the difference between a completed application and one that gets abandoned.

    Enhancing the Student Journey: A Real-World Example

    Now, let’s talk about something you’ve probably heard before. What is the student journey? The student journey begins with exploration and moves to application, admission, and enrollment. Beyond that, it involves academic learning, campus involvement, career preparation, and other experiences that shape their overall education and personal growth.

    Now that we’ve gotten that out of the way, let’s follow Sarah, a prospective student, through her application journey:

    Day 1: Sarah discovers your school’s portal and completes a quick inquiry form. Within minutes, she receives a personalized email with virtual tour links and program information tailored to her interests.

    Week 1: Using the Virtual Admission Assistant (AAA), she explores different programs and campuses. The system notices she’s particularly interested in paralegal training and automatically sends her information.

    Week 2: Sarah uses the Quote Builder to calculate her costs, including housing and tuition plans. The transparency helps her and her parents make informed decisions about financing her education.

    Week 3: Ready to apply, Sarah finds much of her application pre-filled with the information she’s already provided. She uploads her documents and can track every step of the process until acceptance and admission.

    Throughout: The system sends friendly reminders about deadlines and missing documents, keeping her on track without feeling pressured. By the time she arrives on campus, she will have experienced a streamlined, personalized admissions process that sets a positive tone for her educational journey. 

    This is what a good student portal aims to achieve. With tools like a Student Information System (SIS), a Virtual Admission Assistant (VAA), and a Quote Builder integrated into your school’s student portal, you can expect excellent results that’ll leave everyone satisfied. It will make a difference in the student’s journey, helping them make a seamless transition from inquiry to enrollment. 

    For the school involved, it’ll help reduce your workload and create enhanced tracking reporting results for better decision-making. This will ultimately increase student enrollment. 

    Example: A good SIS incorporates elements and records all aspects of a student’s journey, from recruitment to graduation. It is usually integrated into your student portal, as this example shows.

    HEM Image 6HEM Image 6

    Source: HEM

    Tracking Success and Making Improvements

    A good portal doesn’t just make life easier for the schools that use it–it facilitates streamlined workflows for these schools, which is useful for helping them finetune and improve their admissions process. As a school looking to increase its prospects, it’ll help you know what’s working and what’s not so you can adjust as appropriate. With the right analytics tool, schools can easily track:

    • Which programs are getting the most interest
    • Where students might be getting stuck in the application process
    • How quickly staff are responding to applications
    • Which recruitment efforts are most effective
    • How international student applications compare to domestic ones

    This data provides valuable insights that schools can process to produce better outcomes. It’s a wealth of actionable information that helps schools make better decisions about where to allocate resources and refine their processes. The ultimate goal is to serve prospective students better and help them achieve their enrollment goals first.

    The Long-Term Impact of a Student Application Portal

    The benefits of a well-designed student portal extend far beyond the admissions process. Some of these benefits include:

    • Increased student satisfaction and connection with the institution upon arrival on campus
    • Increased staff efficiency, allowing them to spend less time on paperwork and more time assisting students
    • Improved institutional reputation
    • Significant cost savings due to reduced paperwork and manual processing
    • Higher enrollment rates

    Key Takeaways

    A modern student portal can make a big difference in the student journey from inquiry to enrollment. It helps schools to: 

    • Streamline Workflows: Simplify the application process for students and administrators.
    • Automate for Efficiency: Save time and reduce errors with automated tasks that produce consistent and more efficient results. 
    • Personalize the Journey: Engage students with tailored tools like VAA and Quote Builder to consistently engage and help them make well-informed decisions. 
    • Centralize Data Management: Keep all application-related information in one system to aid easy access and retrieval.
    • Proactively Engage Prospects: Use timely communication to meet students at their points of need and to increase application completion rates.
    • Optimize for Success: Leverage data insights to improve processes and track ROI for better planning now and in the future. 

    Conclusion 

    As technology continues to evolve, student portals will only become more important. A robust student portal is no longer a luxury—it’s a necessity for institutions aiming to meet the demands of today’s tech-savvy learners. The schools that succeed will be those that embrace these changes while keeping the student experience at the heart of everything they do. 

    By adopting a student portal, these schools can enhance the student experience, improve administrative efficiency, and ultimately boost enrollment rates. From the first click to the first day on campus, the journey becomes seamless, personalized, and rewarding for both students and staff.

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

    Try the HEM Student Portal!

    Frequently Asked Questions

    Question: What is the purpose of a student portal? 

    Answer: A student portal is an online resource that guides students and helps them access helpful resources throughout the journey from exploring to application, enrollment and beyond.

    Question: What is the student login system? 

    Answer: A student login system allows students to access everything from application progress to status, academic records, courses, schedules, and campus services through their institution’s online portal, using a username and password.

    Question: What is the student journey? 

    Answer: The student journey begins with exploration and moves to application, admission, and enrollment. Beyond that, it involves academic learning, campus involvement, career preparation, and other experiences that shape their overall education and personal growth.

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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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  • Liaison Unveils New Intelligent Names Degree Intent Scores, Enhancing Predictive Power and Reach 

    Liaison Unveils New Intelligent Names Degree Intent Scores, Enhancing Predictive Power and Reach 

    Liaison, a leader in education technology and data-driven solutions, is excited to announce the release of its 2025 Intelligent Names Degree Intent Scores. These advanced scores represent a transformative leap in identifying adult learners nationwide with the highest potential for pursuing a degree. 

    The 2025 Degree Intent Scores are powered by cutting-edge data science, advanced modeling techniques, and insights from a national survey conducted in late 2024. Combined with responses from Liaison’s extensive consumer database of over 260 million Americans, this enhanced model offers unparalleled precision and reach into the adult learners market. 

    Recent testing using a national dataset of graduate program applicants showed a 20% improvement in predicting applicant activity within the highest intent band when comparing the new intent scores to the original. Similarly, an analysis of a national dataset of bachelor’s degree seekers found that Liaison’s Bachelor’s Degree Intent model accurately identified 91% of degree seekers under the age of 25 in the top two quintiles. These findings underscore the model’s remarkable accuracy, effectiveness, and value for higher education institutions. 

    “The 2025 Degree Intent Scores mark a major milestone in our mission to connect educational institutions with adult learners who are ready to take the next step in their academic journeys,” said Dr. Mark Voortman, Chief Data Scientist at Liaison. “By leveraging large-scale data and state-of-the-art modeling techniques, we’ve significantly enhanced our ability to help institutions identify adult learners most likely to pursue degree opportunities in the near future.” 

    The updated scoring model empowers colleges, universities, and other education providers with deeper, data-driven insights to refine recruitment strategies, enhance student engagement, and achieve enrollment goals more effectively. 

    Learn more about Intelligent Names here.

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  • Key Trends in the Era of the Modern Learner

    Key Trends in the Era of the Modern Learner

    We are at a pivotal point in higher education, the Era of the Modern Learner. This new era, shaped by evolving technology, changing cultural dynamics, and shifting student priorities, is revolutionizing how colleges and universities engage with students.

    Modern Learners are not who they used to be. They are:

    • Discerning, using data and online resources to thoroughly research programs and institutions.
    • Highly Informed and Goal-Oriented, demanding personalized experiences tailored to their specific needs.
    • Focused on ROI, seeking educational options that offer a clear return on investment and equip them with practical skills for future financial viability.

    To succeed in the Era of the Modern Learner, institutions must adapt and embrace a Unified Enrollment Approach that seamlessly integrates marketing and communications across the campus, ensuring a consistent brand message reaches all audiences. This means moving beyond traditional demographic-driven strategies and embracing the commonalities that bind today’s diverse student population as Modern Learners.

    The 2025 Marketing and Enrollment Management Benchmarks Report offers higher education leaders with the knowledge and insights needed to effectively navigate the landscape.

    Key Trends Impacting Higher Education Marketing and Enrollment Management

    The Rise of Stealth Applicants

    A growing number of students prefer to explore college options privately, submitting applications directly without engaging with admissions offices beforehand. This trend, known as stealth applying, presents a challenge for institutions to connect with these elusive prospects, requiring refined media spending strategies to justify investments and adapt to this evolving application behavior.

    Program Demand Shifts

    Analysis of site traffic reveals significant shifts in program demand. Healthcare and vocational training programs are experiencing a surge in interest, reflecting a growing societal focus on healthcare careers and a shift towards practical skills and direct employment pathways. Conversely, traditional arts and humanities fields are facing declines, suggesting students are prioritizing fields perceived as more job ready.

    The Power of Organic Search

    Organic search remains a highly cost-effective way to attract prospective students, with over a third of all education website visits originating from organic search. Institutions need to prioritize website performance and optimize their online presence to capture this valuable traffic source.

    Digital Advertising Dominance

    Institutions are strategically increasing their investment in digital advertising, particularly across platforms like Google, social media, and mobile video. This shift reflects the Modern Learner’s digital-first consumption habits and the effectiveness of these channels in driving awareness and conversions.

    AI-Powered Personalization

    AI-powered tools, such as Google’s Performance Max, are transforming how institutions optimize advertising campaigns and personalize content delivery. These tools leverage machine learning to enhance ad performance across multiple Google channels, leading to more efficient and effective outreach.

    2025 Key Recommendations for Higher Ed Leaders

    • Break Down the Walls:
      Embrace a unified approach to enrollment that integrates marketing and communication strategies across the entire institution.
    • Be Transparent and Demonstrate Value:
      Prioritize transparency and demonstrate value, providing clear information about costs, program details, and career outcomes.
    • Go Digital or Go Home:
      Develop a robust digital marketing strategy, leveraging the power of organic search, paid advertising, and video content.
    • Leverage the Power of AI:
      Harness the power of AI, utilizing tools like Google Performance Max to optimize campaigns and personalize content delivery.
    • Stay Agile and Responsive:
      Continuously adapt to the evolving needs and preferences of the Modern Learner.

    By understanding these trends and proactively adapting strategies, higher education institutions can effectively engage Modern Learners, navigate the evolving landscape, and achieve enrollment success in 2025 and beyond.

    For a more in-depth analysis of the current higher education marketing and enrollment landscape, download our comprehensive Marketing and Enrollment Management report. It’s packed with EducationDynamics’ proprietary data, insights and actionable strategies to help you grow enrollment.

    EducationDynamics is dedicated to helping colleges and universities navigate these complex challenges. We offer proven solutions to help you implement these key recommendations and achieve your enrollment goals. Contact us today to learn how we can partner with you to reach the Modern Learner and thrive in the evolving higher education environment.

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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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