Category: Inbound marketing

How to Advertise to College Students: Top Strategies
Reading Time: 14 minutes

Reaching today’s college and university students, most of whom belong to Generation Z, requires more than a digital presence. It requires cultural fluency, authenticity, and a deep understanding of how this generation engages with the world.

Gen Zs, typically identified as those born between 1997 and 2012, are the first true digital natives. They’ve grown up with smartphones, social media, and streaming content, not as novelties, but as fixtures of daily life. According to Pew Research, nearly 95% of teens have access to a smartphone, and more than half report being online almost constantly. These habits carry into their post-secondary years, where connectivity is an expectation, not a luxury.

But modern college and university-age students aren’t always just online. They’re also highly discerning. They value transparency, social impact, and personalization. They’re quick to recognize inauthentic messaging and even quicker to disengage from it. For colleges and universities, this creates both a challenge and an opportunity: traditional, one-dimensional advertising methods, such as flyers or general announcements, may not cut it anymore, but the right strategy can foster a lasting connection and institutional trust.

This blog post offers a comprehensive guide to understanding and effectively advertising to college students against this backdrop. From leveraging digital platforms to embracing values-driven storytelling, we’ll explore the strategies that resonate with Gen Z and how institutions can adapt to meet them with relevance and respect.

Let’s begin by exploring why this age group deserves special attention.

Why Marketing to College Students (18–24) Matters

Let’s start with a simple truth: the 18–24-year-old demographic is one of the most important audiences for higher education marketers today.

Why? Because this isn’t just the age when students choose a school. It’s when they start forming lasting opinions about the institutions they trust. The connections you build now can influence enrollment, but they also shape alumni engagement, word-of-mouth referrals, and long-term brand loyalty.

Here’s the part that matters: Gen Z is different.

They’re not just digitally connected, they’re digitally fluent. According to a study, young adults between 18 and 24 now spend an average of four hours per day online, much of it on platforms like TikTok, YouTube, and Instagram.

That means your message is competing with algorithmically curated, visually captivating, and instantly engaging content. If your campaign doesn’t speak their language, it likely won’t even register.

And here’s where it gets even more interesting: Gen Z is highly influenced by their peers. One study found that 44% of Gen Zers make purchasing or participation decisions based on influencer recommendations, not traditional ads.

What does that mean for your institution? If students don’t see your message reflected in the voices and platforms they already trust, you’re missing out. Not just on visibility, but on credibility.

We’ve already seen this in action. Consider how Lancaster University in the UK leveraged TikTok to promote its online open days. By collaborating with student ambassadors to create a series of in-feed ads, the campaign achieved over 10 million impressions and more than 90,000 clicks, significantly boosting engagement and interest in their programs.

Advertising to college students is not just about being seen. It’s about being relevant, responsive, and real. When you create campaigns that feel native to their world, not imposed on it, you don’t just attract attention. You build trust.

Where and How to Reach Students in 2025

Reaching college students today is as much about being present as it is about being present in the right places. To effectively connect with this digitally native audience, a multi-channel approach that blends online platforms with on-campus touchpoints is essential.

Where can I advertise to college students? Effective channels include social media platforms (Instagram, TikTok, YouTube, Snapchat), on-campus signage, email and SMS campaigns, and peer networks such as student clubs and organizations. Let’s explore the most impactful channels:

1. Social Media Platforms

Social media is the heartbeat of student communication. Platforms like TikTok, Instagram, Snapchat, and YouTube are where students spend a significant portion of their time. TikTok has become a vital recruiting tool, with two-thirds of teenagers using the platform, making it essential for colleges to have a presence there. Paid advertising and organic content (stories, reels, challenges) on these platforms can yield high engagement.

Example: Oxford University (UK) shared a series of TikTok videos featuring current students offering advice to incoming first-year “freshers,” creating authentic, peer-to-peer content that resonated strongly with its student audience.

Source: TikTok

2. Search and Video Advertising

When students are researching colleges or looking up information, they often turn to search engines and video platforms. Running targeted search ads ensures your college’s offerings appear when students are actively seeking information. On YouTube, short, engaging pre-roll ads can capture attention. Just remember to keep them concise and relevant.

Example: Randolph-Macon Academy (R-MA) launched an aggressive Google Search ad campaign targeting families seeking strong academics during the COVID-19 pandemic. The effort paid off, R-MA saw tremendous results, enrolling 115 new students from May to August 2020 (boosting overall enrollment) and even doubling their summer school enrollment despite the disruption.

Source: HEM

3. On-Campus Media

Don’t underestimate the power of physical presence when advertising at colleges. Traditional channels like campus bulletin boards, posters in dorms or the student union, campus newspaper ads, and flyers still have value, especially for promoting campus events.

Modern twists on these include digital signage (screens around campus displaying announcements) and QR codes on posters that students can scan for more info or to RSVP. Being visible where students live and study helps keep your message top-of-mind.

4. Email and Text Alerts: Direct and Personal Communication

Email remains a staple for official communication, and when crafted well, it can be an effective tool for reaching students. Concise, visually appealing newsletters about upcoming opportunities can capture attention.

Additionally, SMS/text message alerts are highly effective for timely announcements, as most students will see a text immediately. Always ensure you have permission to text students and use this channel sparingly to avoid overcommunication.

Example: The University of Texas at Austin runs a program called HealthyhornsTXT through its wellness center, sending students 2–3 text messages per week with health tips, stress-management advice, notices of campus wellness events, and motivational reminders. The messages are written in a friendly, encouraging tone by health educators (e.g., nudging students to take a stretch break or stay hydrated in the Texas heat) and often include interactive elements like a monthly giveaway to sustain engagement.

Source: University of Texas at Austin

5. Student Organizations and Influencers: Leveraging Peer Networks

Peer influence is powerful. Partnering with student organizations, clubs, or Greek life groups can amplify your message. Engaging student ambassadors or micro-influencers, students with a following in specific niches, can promote your message authentically among their peers.

Example: John Cabot University (JCU) in Rome, Italy has a robust student ambassador program: current students are heavily involved in orientation, campus tours, event planning, and peer mentoring, serving as friendly points of contact for prospects. JCU’s website even features profiles and contact info for each ambassador, portraying an approachable, relatable face to prospective students.

Source: John Cabot University

By integrating these channels, your advertising efforts can effectively surround students in multiple contexts: online, in class, around campus, and on their phones. The key is to maintain cohesive messaging across platforms, ensuring that whether a student sees a flyer in the cafeteria or a story on Instagram, the campaign feels unified and relevant.

Current Trends in Digital and Social Media Marketing

To reach today’s college students effectively, your digital marketing must evolve as quickly as their online habits. Trends shift fast; what worked last semester might be outdated today. Here are the top strategies driving real engagement right now:

1. Short-Form Video & Challenges

TikTok and Instagram Reels continue to dominate student attention. Quick, relatable videos, like day-in-the-life clips or student-led challenges, are easy to share and resonate with Gen Z’s short attention span. Schools that lean into this format are seeing higher reach and better engagement.

2. Authentic Influencer Content

Students trust peers over polished promotions. That’s why institutions are turning to student ambassadors for social takeovers, Q&As, or vlog-style content. These collaborations feel more like honest advice than advertising, and they build credibility.

3. Interactive & User-Generated Campaigns

Interactive content invites students to participate rather than just consume. Polls, quizzes, and contests on social media are very effective. For example, using Instagram Stories to let students vote on a homecoming theme engages them in decision-making.

User-generated content campaigns are also trending. A classic approach is to encourage students to post with a specific hashtag (perhaps showcasing school spirit or their favourite study spot) and then reshare those posts. These social media campaign examples for students turn your audience into content creators, which increases engagement and provides authentic material to repost on official channels.

4. Personalized, Geotargeted Ads

Digital tools now allow you to tailor messages by interest, location, or academic background. For example, promoting a coding event to computer science majors or a concert to students living on campus ensures your outreach hits the right audience at the right time.

5. Ephemeral & Live Content

Instagram Stories, Snapchat updates, and livestreams offer real-time, behind-the-scenes access to campus life. Their temporary nature creates urgency, while the live format allows two-way interaction that deepens student connection.

Example: Randolph-Macon Academy (RMA) hosts live virtual campus tour webinars to reach prospective families who cannot visit in person. RMA’s admissions team leads a live-streamed 360° campus tour followed by an in-depth Q&A presentation. This event is promoted through the school’s website and communications, allowing attendees worldwide to experience the campus in real time and ask questions, effectively extending the open-house experience beyond geographic limits.

Source: R-MA

6. Values-Driven Messaging

Gen Z students care about social impact. Campaigns that highlight sustainability efforts, diversity, or local community involvement often outperform generic promotions, so long as the message is genuine. Authenticity matters.

Example: Loughborough University (UK) provides a strong example with its “War on Waste” campaign – a bespoke sustainability initiative aimed at reducing waste and increasing recycling across campus buildings. Branded messaging around “Reduce, Re-use, Recycle” and visual prompts appeared throughout Loughborough’s facilities, encouraging students to adopt greener habits as part of campus life.

Source: Loughborough University

Staying on top of these trends ensures your message feels relevant, not recycled. Institutions that tap into these behaviours, without straying from their core identity, tend to gain more trust, attention, and traction from the student audience.

On-Campus Advertising Strategies That Still Work

While digital platforms dominate student attention, on-campus advertising still holds power, especially when promoting local events or building community awareness. The key is in making it modern, visible, and relevant. Here are five effective ways to do it:

1. Posters & Digital Billboards

Traditional posters still work, but now they come with upgrades. Many campuses feature rotating digital billboards in high-traffic spots like cafeterias or libraries. These can display videos, animations, and even repurposed TikToks. For printed posters, bold visuals and a QR code make it easy for students to scan and act instantly.

Example: San Diego State University (SDSU) employs a range of on-campus media to reach students: from digital signage screens in student centers to pole banners along walkways, and even a large marquee visible from a nearby freeway, all broadcasting campus events and messages

By strategically placing dynamic content in high-traffic areas, SDSU ensures students are constantly aware of upcoming activities and campus news.

Source: SDSU

2. Tabling & Giveaways

Setting up a table in the student center or quad is a direct way to interact with students. Staff it with friendly student volunteers or staff, and have a clear call-to-action: whether it’s to promote a new program, a survey, or an event. Freebies (swag like T-shirts, stickers, snacks) are a timeless tactic; students love free stuff, and a branded item keeps your college or event in mind later. This face-to-face engagement can complement your online ads for colleges by giving a personal touch.

3. Campus Media Channels

Student-run newspapers, newsletters, and radio stations offer trusted, student-authored spaces to advertise. Sponsoring a segment or placing a well-designed ad in a campus magazine ensures your message lands where students are already tuned in.

4. Residence & Academic Buildings

Bring advertising into the spaces students frequent daily. Many residence halls allow posting on community boards or digital displays in lobbies. Similarly, academic buildings often have screens or boards for department-related notices; work with different departments to promote relevant opportunities (like a speaker event hosted by the business school should be advertised in the business building). Tailoring your message to the location can increase its relevance

5. Guerrilla Campaigns

Some of the most memorable campaign examples for students have been unconventional. Think flash mobs, chalk art on sidewalks, or pop-up experiences. A college could organize a quick flash mob dance in the dining hall to draw attention to an upcoming cultural festival, for example. Or use sidewalk chalk to create a path of clues leading to a secret prize location as part of a scavenger hunt campaign.

These fun stunts naturally get students talking (and posting on social media) because they break the monotony of campus life. Just be sure to get any necessary permissions from campus authorities beforehand.

When done right, on-campus efforts amplify your digital campaigns. If, for instance, a student sees a poster in the dorm, gets a text reminder, and then spots a student-led story on Instagram, it all clicks. That kind of message reinforcement is what turns curiosity into action.

How to Advertise Events to College Students

Promoting student events, whether it’s a club meeting or a major campus concert, requires clear, timely outreach across multiple channels. The goal isn’t just awareness; it’s attendance.

A pertinent question for education administrators then is: How can I market to 18 – 24-year-olds effectively? Utilize mobile-first, interactive, and values-aligned content. Focus on authenticity, relevance, and peer-driven engagement. Short-form video and tailored messaging yield the highest response.

Here’s how to get students to show up and spread the word.

1. Use a Multi-Channel Strategy

Start with a Facebook or event page, then promote it on Instagram, TikTok, Twitter, and email. Post countdown teasers, behind-the-scenes clips, and physical flyers across campus at least 1–2 weeks in advance. Repetition across platforms helps the message stick.

2. Lead with a Strong Hook

What makes the event worth attending? Free food? A headline performer? Networking opportunities? Whatever it is, make that the focal point on posters, email subject lines, and social captions. Students need a clear reason to care.

3. Tap Into Peer Networks

Encourage club members and student leaders to promote the event on their socials. Authentic, peer-shared content builds trust. Add a campaign hashtag and invite early adopters to post excitement-building previews like setup photos or teaser videos.

4. Leverage Campus Infrastructure

Ask professors to announce the event in relevant classes. Use the school’s app, email newsletter, events calendar, and even push notifications if available. A well-placed promo video from a student government leader can go a long way.

5. Simplify Signups

Use one-click links, QR codes on posters, and RSVP buttons that send reminders. Don’t make students dig for info; friction lowers turnout. Keep access to details and registration as effortless as possible.

On the day of the event, keep the buzz going. Add a selfie booth or branded hashtag display to encourage attendees to share their experience. When others see the fun they missed, they’ll be more inclined to show up next time. The right event marketing doesn’t just boost attendance, it builds momentum.

Creative Campaign Ideas to Spark Student Engagement in 2025

The best campaigns tap into real student life, encourage participation, and reflect your campus culture. Here are five proven and adaptable campaign ideas to consider:

1. ‘Day in the Life’ Video Series

Feature different students taking over your social channels, athletes, international students, first-years, to show authentic campus life. Promote each one in advance, save them to highlights, and repurpose the content for YouTube or digital signage. It’s both engaging and a valuable tool for prospective students.

2. Hashtag Challenge

Launch a branded hashtag (e.g., #MyCampusStory or #[Mascot]Pride) and invite students to post around a fun theme like favourite study spots or campus traditions. Offer prizes, reshare standout entries, and build a content library that feels both organic and community-driven.

3. Scavenger Hunt Campaign

Blend physical and digital by hiding QR codes or clues across campus during orientation or homecoming. Ask students to share their progress on social media using your hashtag. Offer swag for completion and a grand prize for added excitement, great for both visibility and participation.

4. Student Spotlight Series

Celebrate students with weekly features, short videos, or graphics showcasing their achievements, hobbies, or contributions to campus life. Share these across platforms to boost morale internally and show prospective students the real impact of your community.

In a nutshell, what’s the best way to promote events to college students? Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.

Example: The Academy of Applied Pharmaceutical Sciences (AAPS) in Toronto leverages student voices on social media by regularly sharing student and alumni success stories. This allows prospective students to envision themselves achieving similar goals, essentially seeing “people like me” thriving at the school.

Source: AAPS YouTube

5. Themed Pop-Up + Livestream

Host timely, student-friendly events like a “Puppy Zone” during finals or a “Throwback Thursday” music party in the quad. Pair each with a livestream and pre-event polls or trivia to boost anticipation and extend reach to virtual audiences.

Keep it student-led, authentic, and relevant. Bring students into the planning process, they know what’s trending and what will spark interest. These ideas promote as well as create memorable experiences that students want to share.

Best Practices for Student Advertising

To ensure your marketing is both effective and respectful, consider these key principles:
- Prioritize authenticity: Use real student voices and visuals. Avoid overpromising or overly polished messaging.
- Optimize for mobile: Assume your content will be viewed on smartphones. Use vertical video, fast-loading pages, and concise layouts.
- Maintain consistency: Align visual identity and messaging across platforms to reinforce recognition.
- Respect timing: Be mindful of academic calendars and daily student rhythms. Avoid campaign launches during exam periods.
- Gather feedback: Use polls or post-event surveys to measure effectiveness and refine future campaigns.
- Adhere to campus policies: Ensure you comply with posting rules, privacy regulations, and student consent protocols.
Do you want to master the nuances of marketing to college students?

Contact Higher Education Marketing for more information.

Twitter: Reaching college students today requires more than visibility; it demands relevance. Learn how modern higher ed marketing leverages short-form video, student influencers, and personalized campaigns to make a lasting impact.

Facebook: Higher education advertising is evolving. Discover how to engage Gen Z through integrated campaigns that reflect their values, prioritize authenticity, and foster connection, both online and on campus.

LinkedIn: From social media to digital signage, today’s institutions are reimagining how to connect with students. Explore the most effective strategies for student-centred marketing in 2025.

Frequently Asked Questions

Question: Where can I advertise to college students?

Answer: Effective channels include social media platforms (Instagram, TikTok, YouTube, Snapchat), on-campus signage, email and SMS campaigns, and peer networks such as student clubs and organizations.

Question: How can I market to 18 – 24-year-olds effectively?

Answer: Utilize mobile-first, interactive, and values-aligned content. Focus on authenticity, relevance, and peer-driven engagement. Short-form video and tailored messaging yield the highest response.

Question: What’s the best way to promote events to college students?

Answer: Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.
Source link
May 21, 2025
2025 Social Media Playbook for Education Marketers
Reading Time: 12 minutes

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

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

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

Struggling with enrollment?

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

The New Social Landscape: Multiple Platforms, Multiple Touchpoints

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

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

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

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

Source: John Cabot University

Short-Form Video: The Undisputed Champion

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

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

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

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

The Authenticity Advantage: User-Generated Content

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

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

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

Source: HMC

Social Media as Search Engines: Optimizing for Discoverability

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

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

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

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

Source: Randolph Macon College

Platform-Specific Strategies That Drive Results

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

Facebook

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

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

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

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

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

Source: University of Connecticut

Making Engagement Fun: The Gamification Advantage

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

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

Source: University of Illinois

Be Data-Driven and Adaptive

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

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

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

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

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

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

See the full Webinar here:

Struggling with enrollment?

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

Frequently Asked Questions

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

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

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

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

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

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

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

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

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

Struggling with enrollment?

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

The Unique Challenges of Private School SEO

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

The Importance of SEO for Private School Marketing

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

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

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

Best Practices for Optimizing SEO for Private Schools

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

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

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

Source: HEM

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

1. Conduct Thorough Keyword Research

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

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

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

Source: HEM

2. Optimize On-Page SEO Elements

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

3. Create High-Quality, Engaging Content

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

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

Source: CTS College of Business & Computer Science

4. Implement a Local SEO Strategy

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

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

5. Enhance Website Performance and User Experience

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

6. Build a Strong Backlink Profile

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

7. Leverage Social Media for SEO

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

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

Source: Rundle Schools | Instagram

Get Support to Elevate Your Private Schools SEO Strategy

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

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

Struggling with enrollment?

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

Frequently Asked Questions

Question: How to market a private school?

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

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

Answer: Maintain active profiles on platforms like Facebook, Instagram, and LinkedIn, regularly sharing engaging content and linking back to key web pages. Encouraging faculty, alumni, and students to share content can increase organic reach and generate social signals that indirectly benefit SEO.
Source link
April 23, 2025
Using UGC and Authentic Storytelling For Education Marketing
Reading Time: 9 minutes

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

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

Struggling with enrollment?

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

What Is User-Generated Content (UGC)?

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

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

The Unique Advantages of User-Generated Content in Education Marketing

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

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

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

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

Source: HEM

What Is Authentic Storytelling in an Educational Marketing Context?

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

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

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

The Advantages of Authentic Storytelling in Education Marketing

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

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

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

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

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

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

Encourage Student-Generated Social Media Content

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

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

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

Source: TikTok

Feature Student and Alumni Testimonials

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

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

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

Source: Academy of Applied Pharmaceutical Sciences | YouTube

Develop Long-Form Content With Authentic Storytelling

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

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

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

Source: Algonquin Careers Academy

Highlight Behind-The-Scenes Content

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

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

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

Source: AMDA College | TikTok

Run UGC Contests and Campaigns

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

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

Source: Seguin High School | Instagram

Get Support as You Elevate Your Education Marketing Strategy

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

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

Struggling with enrollment?

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

Frequently Asked Questions

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

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

Question: What is the power of storytelling in education?

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

Reading Time: 11 minutes

Student retention is one of the most critical challenges faced by colleges and universities. While recruitment is essential to maintaining a thriving institution, keeping students engaged and enrolled until they complete their programs is just as vital. Why is that?

High dropout rates can impact institutional reputation, funding, and overall student satisfaction. As an education marketer, ask yourself: how can you create an experience that ensures students feel supported and motivated to stay the course? You’re in luck because today, we’re discussing the answer to this question at length.

Understanding the factors contributing to student retention in higher education is the first step toward building effective marketing strategies that help students persist through their academic journey. From engagement initiatives to personalized support systems, there are various approaches you can take to increase student retention and position your institution as one that truly cares about student success. Let’s explore ten of them together!

Struggling with enrollment?

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

Understanding Retention Marketing

What is retention marketing? Retention marketing is the strategic use of targeted campaigns, communication, and engagement initiatives that keep current students enrolled and actively involved in their educational journey. Unlike traditional marketing, which focuses on acquiring new students, retention marketing is about maintaining student satisfaction and addressing concerns before they result in attrition.

Investing in retention marketing helps schools build stronger student relationships, providing the necessary support to ensure academic persistence. Now let us explore key college student retention strategies to incorporate into your marketing plan.

Source: HEM

1. Personalizing Communication to Address Individual Student Needs

One of the most effective ways to retain students is through personalized communication. Today’s students expect tailored messaging that speaks directly to their needs, challenges, and aspirations.

Automated email campaigns, segmented messaging, and personalized advising can go a long way in making students feel seen and heard. Implementing AI-driven chatbots and predictive analytics can help anticipate student concerns before they escalate, allowing your institution to intervene at critical moments.

2. Creating a Strong Sense of Community and Belonging

Feeling connected to a campus community is a key driver of student success. Institutions that foster a sense of belonging through student organizations, mentorship programs, and social events tend to see higher levels of college student retention.

Marketing teams can contribute by showcasing stories of engaged students and alumni, creating social media groups, and facilitating virtual and in-person networking opportunities that keep students feeling involved.

Example: Here, Nichol’s College demonstrates its commitment to student belonging with a dedicated Instagram for making its current students feel at home. In addition to fostering belonging in your classrooms, clubs, and offices, to improve retention through your digital marketing efforts, it’s essential to champion each student’s role as a valued member of your community in posts and site content.

Source: Nichols College | Instagram

3. Offering Robust Academic Support Services

Academic challenges are one of the leading reasons students drop out. By promoting tutoring centers, academic coaching, and faculty office hours, your institution can reinforce its commitment to student success. Marketing these services effectively ensures students know where to get help when needed. Outreach campaigns can highlight real student success stories, demonstrating the impact of these resources.

Beyond traditional support, schools can integrate technology-driven solutions such as virtual tutoring and on-demand academic workshops. Proactively reaching out to students who show signs of struggling, such as declining grades or low attendance, can also prevent academic disengagement.

Additionally, faculty can offer structured study groups or mentoring programs to ensure students receive guidance outside of class hours. By fostering a strong academic support network, institutions can significantly improve student persistence and overall satisfaction.

Example: Discover the robust academic support system available to students at UC Berkeley. On their website, they make it clear that they are committed to meeting the learning needs of every student. Below, you’ll see an array of academic resources tailored to different subgroups of the Berkeley student body. Low-income, underrepresented, first-generation, and students with disabilities are acknowledged and supported to reach their full potential.

Source: UC Berkeley

In addition, UC Berkeley leverages technology to serve its students through the AIM platform, specifically tailored to learners with disabilities. AIM, pictured at the bottom, is an accessible Student Information System designed to facilitate communication between students and faculty, streamline the process of requesting accommodations, and centralize the management of their information.

To boost retention, make sure students know how you support their learning. Make it as convenient and inclusive as possible for students to access your resources.

4. Providing Career Development Opportunities Early On

Students often enroll in college with long-term career aspirations in mind, yet many feel uncertain about how to achieve their goals. By integrating career services from day one, schools can help students see a clear pathway from education to employment. Internship programs, networking events, and job placement support should be at the forefront of marketing efforts. When students perceive that their investment in education will lead to tangible career outcomes, they are more likely to persist.

To enhance engagement, institutions should provide hands-on career workshops, alumni networking events, and mentorship opportunities that connect students with professionals in their fields of interest. Career counselors can conduct personalized career assessments to help students identify potential career paths that align with their strengths and interests.

Additionally, integrating career-focused coursework, such as resume-building sessions and mock interviews, can help students feel more confident about their job prospects post-graduation. Schools that establish strong employer partnerships can also facilitate job placement programs, internships, and co-op opportunities that give students real-world experience while still in school, reinforcing their motivation to stay enrolled and complete their studies.

Example: In this video, AAPS, an institution that mainly appeals to graduate students who are focused on starting or developing their careers, markets its career services which include: access to career and employment experts, resume writing support, and interview workshops.

Source: Academy of Applied Pharmaceutical Sciences | YouTube

Their marketing shows how effective the career services at AAPS are, citing their 100% employer satisfaction rate and a solid 88% graduation rate. As you promote your career services, be sure to provide tangible results because that’s what your prospects and current students are looking for.

5. Focus on Student Engagement Initiatives

Student engagement plays a crucial role in student retention, as engaged students are more likely to complete their programs and feel a strong connection to their institution. Schools must take proactive steps to foster engagement through meaningful initiatives that encourage academic, social, and extracurricular involvement.

One way to drive engagement is by creating dynamic student events, such as leadership workshops, cultural festivals, and career networking opportunities. These events provide students with valuable connections, skills, and a greater sense of belonging, reducing feelings of isolation and disengagement.

Another highly effective strategy is gamification, where game design elements, such as rewards, leaderboards, and challenges, are integrated into academic and extracurricular activities. For instance, you could introduce a points-based system that rewards students for attending classes, participating in discussions, or completing extra-curricular workshops.

Social media engagement is another powerful tool. Schools can create dedicated student communities on platforms like Discord, LinkedIn, or Instagram where students can connect, share experiences, and support one another. Institutions that regularly post interactive content, student highlights, and live Q&A sessions see stronger student participation.

Additionally, peer mentorship programs help students build support networks that enhance their academic and personal experiences. New students, especially freshmen, often struggle with the transition to college life. Pairing them with experienced peers who can guide them through academic and social challenges creates a sense of stability and reassurance, leading to increased persistence.

Finally, experiential learning opportunities, such as service-learning projects, research collaborations, and internships, allow students to see the real-world value of their education. When students feel that their coursework directly impacts their future career prospects, they are more likely to remain engaged and committed to completing their studies.

Example: As part of their Student Life Program, the University of Toronto offers Mentorship and Peer Programs to increase student engagement, keeping them invested in both their studies and social lives at U of T, in turn, supporting student retention. In this video, they make the voices of their student body heard, allowing them to express just how the Mentorship and Peer Support programs at U of T have impacted their education. When promoting your student engagement initiatives, try to leverage student testimonials for better relatability and credibility.

Source: U of T Student Life | YouTube

6. Utilizing Data-Driven Insights to Address Student Challenges

Predictive analytics and student data tracking allow institutions to identify at-risk students and intervene early. By analyzing factors such as attendance, engagement levels, and academic performance, schools can proactively reach out to students who may be struggling. Automated alerts and personalized advising sessions ensure students receive timely support tailored to their individual needs.

In addition to tracking academic performance, you can use data insights to improve curriculum design and support services. For example, if a large number of students are struggling with a specific course, faculty can adjust the syllabus, provide supplemental learning materials, or offer additional tutoring sessions.

Schools can also analyze patterns of student engagement in extracurricular activities and campus events to determine what initiatives are most effective in fostering a sense of community. By using data to refine support systems continuously, institutions can create a proactive, student-centric approach that minimizes dropouts and maximizes success.

7. Enhancing Financial Aid Awareness and Support

Financial difficulties are one of the biggest reasons students leave college before completing their programs. Many students are unaware of the full range of financial aid options available. Your school’s marketing team can provide students access to vital scholarships, grants, and payment plans. Institutions should regularly communicate financial aid opportunities through social media, email campaigns, and student portals to alleviate financial stress and keep students enrolled.

Example: Unfortunately, many students leave their education behind due to their financial situations. Surely, some of these students are unaware of the financial assistance options available to them. To boost student retention, let your community know you can help them invest in their futures. Here, Queen Beauty Institute promotes its financial aid programs on social media, letting students know that support is available should they need it.

Source: Queen Beauty Institute Instagram

8. Promoting a Flexible and Inclusive Learning Environment

Flexibility is key to student retention in higher education, particularly for non-traditional students balancing work, family, and school. Online learning options, hybrid models, and asynchronous coursework can make higher education more accessible. Schools should highlight these flexible learning opportunities in their marketing materials, emphasizing how they accommodate diverse student needs and lifestyles.

In addition to offering different learning formats, you can provide adaptive scheduling options that allow students to select courses that fit their personal and professional commitments. Some colleges have introduced weekend or evening classes to serve students with full-time jobs or family obligations. Additionally, having a robust support system for online students, such as virtual study groups, 24/7 tech support, and faculty office hours, ensures they receive the same level of engagement as in-person learners.

Another important aspect of fostering inclusivity is providing accessible resources for students with disabilities. Ensuring that digital learning platforms are compatible with screen readers, offering captioned lecture videos, and creating inclusive classroom environments can greatly enhance the learning experience. You can also implement specialized advising services to assist students in navigating academic and personal challenges, further reinforcing your commitment to diversity and inclusion.

Example: Here, the Academy of Learning Career College introduces students to its Integrated Learning System, an educational resource designed to put students “in the driver’s seat of their learning experience”. It fosters flexibility and was created with many learning styles and neurodiversity in mind. Make it known how your school aims to meet students where they are.

Source: The Academy of Learning Career College | YouTube

9. Encouraging Faculty-Student Engagement

Professors play a crucial role in retaining students. Meaningful connections between students and faculty members can significantly impact a student’s decision to persist in their studies. Your marketing team can facilitate this by spotlighting faculty members in newsletters, creating video content featuring faculty mentorship stories, and promoting faculty office hours as a key resource.

Institutions can also encourage faculty to take an active role in student success by implementing early intervention programs. If a professor notices a student struggling, they can reach out with personalized support or recommend tutoring services. Additionally, fostering a culture of open communication through regular check-ins, discussion forums, and one-on-one mentorship opportunities helps build trust and rapport between faculty and students.

Another approach is incorporating faculty-led engagement opportunities such as research projects, community outreach programs, and interdisciplinary collaborations. When students work closely with faculty on meaningful academic projects, they feel more invested in their studies and are less likely to disengage. Schools that promote faculty involvement as a cornerstone of student support will see stronger connections, higher levels of academic motivation, and improved retention rates.

10. Establishing Clear Pathways for Student Success

Students are more likely to stay enrolled when they clearly understand their academic roadmap. Schools should provide structured academic pathways, regular progress check-ins, and advising support to help students navigate their journey efficiently. Marketing teams can assist by crafting student success stories highlighting how structured pathways have helped past students graduate on time and achieve their goals.

In addition to offering clear course sequences, institutions can provide academic planning workshops that help students map out their degree completion plan. Schools should also ensure that students have easy access to academic advisors who can guide them in selecting courses aligned with their career goals. By integrating digital tools such as degree audit software, students can track their progress and receive real-time updates on their academic standing.

Offering flexible course options, such as summer sessions or online alternatives, can further help students stay on track and avoid delays in graduation. When students feel they are making steady progress, they are more likely to stay motivated and complete their degrees successfully.

How to Improve Student Retention With a Comprehensive Marketing Strategy

How to improve student retention? A comprehensive marketing strategy should involve consistent engagement with students through multiple touchpoints, addressing common concerns before they lead to dropout. By implementing strategic communication, financial aid awareness, community-building initiatives, and academic support, you can foster an environment where students feel valued and encouraged to complete their education.

At Higher Education Marketing, we specialize in crafting tailored marketing strategies that attract students and keep them engaged throughout their academic journey. HEM specializes in student retention strategies that drive measurable success. Let’s craft a marketing plan that keeps students engaged from enrolment to graduation. that fosters long-term student success.

Struggling with enrollment?

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

Frequently Asked Questions

Question: What is retention marketing?

Answer: Retention marketing is the strategic use of targeted campaigns, communication, and engagement initiatives that keep current students enrolled and actively involved in their educational journey.

Question: How to improve student retention?

Answer: A comprehensive marketing strategy should involve consistent engagement with students through multiple touchpoints, addressing common concerns before they lead to dropout. By implementing strategic communication, financial aid awareness, community-building initiatives, and academic support, you can foster an environment where students feel valued and encouraged to complete their education.

Source link

March 26, 2025
The Importance of an Alumni Network

Reading Time: 9 minutes

With your experience in the education field, you likely understand the benefits of cultivating strong relationships with current members of your school community. What many school administrators and marketers forget is that alumni, though they no longer attend a school, are invaluable to educational marketing strategy and an institution’s overall growth. If you haven’t already, it’s time to examine how your school can build a strong alumni network as part of your marketing efforts and general institutional development.

An alumni network is one of the most valuable assets a school can cultivate. Your graduates are living proof of your programs’ effectiveness. Their journeys from classroom to career serve as compelling testimonials that not only strengthen institutional reputation but also attract prospective students who seek assurance that your school can set them up for success. Join us as we discuss what an effective alumni network should look like, the benefits you can expect, and how to get started.

Struggling with enrollment?

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

What’s an Alumni Network?

At its core, an alumni network is a community of former students who remain engaged with their alma mater. This engagement can take many forms, from mentorship opportunities and career support to networking events and fundraising initiatives. A well-developed alumni network fosters lifelong connections, enabling graduates to support each other while strengthening the institution that provided their foundation.

Enriching Education: The Power of an Alumni Network

When alumni feel connected to their school, they become brand ambassadors, willingly sharing their success stories and contributing to a culture of loyalty and pride. These graduates are more likely to participate in career panels, donate to scholarship funds, and advocate for your institution within their professional circles. Most importantly, their success becomes a tangible example of your school’s impact, which is a powerful marketing tool in itself.

Alumni relationships create a dynamic ecosystem of support, mentorship, and career growth. So in summary, why is alumni networking important? It plays a crucial role in helping graduates navigate their professional journeys, opening doors to job opportunities, industry insights, and collaborative ventures. An engaged alumni network ensures students are stepping into a lifelong professional community that enhances their career trajectory. For schools, this network fosters goodwill and credibility, proving that your programs produce graduates who thrive in competitive industries.

Do you need support navigating alumni networks and other aspects of your school’s marketing strategy? Ask about our tailored digital marketing services for schools!

Example: On a dedicated alumni network page on their website, Ivey Business School plainly states the objective of their program” To encourage and promote continuous professional and personal enrichment by connecting alumni with each other and the school”. The alumni network is positioned as a resource for career development and support for graduates.

Source: Ivey Business School

The Unique Marketing Benefits of Alumni Networks

Now that higher education is increasingly competitive, the ability to showcase real-world success is crucial. What is the value of alumni networks when it comes to your marketing strategy? Alumni networks are excellent social proof, providing great opportunities for organic traffic, and showcasing how your school facilitates career development. Here’s how:

Your Alumni Network Offers Valuable Social Proof

In an education marketing context, social proof refers to the credibility and trust institutions build by showcasing the success and satisfaction of their alumni, current students, and faculty. When prospective students see tangible examples of graduates thriving in their careers, testimonials from successful alumni, or high employer satisfaction rates, they gain confidence that choosing your school is a worthwhile investment.

Social proof can take many forms, including video testimonials, alumni spotlights, employer endorsements, rankings, and word-of-mouth referrals. A strong alumni network serves as a powerful form of social proof, demonstrating that your institution provides quality education and equips graduates with the skills, knowledge, and professional connections necessary for long-term success.

Alumni success stories create a compelling narrative that validates the effectiveness of your curriculum, the strength of your career support services, and the credibility of your institution as a whole. Whether through personal testimonials, LinkedIn endorsements, or employer recommendations, alumni reinforce the value of your educational offerings in a way that no traditional marketing message can replicate.

Example: On their website, Boston University showcases alumni success stories that highlight educational and career development opportunities like internships and networking events. The success of graduates provides valuable social proof for prospective students, who can identify with and look up to these role models.

Source: Boston University

Driving Organic Traffic

An engaged alumni network plays a crucial role in generating organic traffic through word-of-mouth marketing. When alumni have a positive experience with your institution, they naturally become enthusiastic advocates, sharing their journey with peers, family members, and colleagues. This organic promotion is highly credible because it comes from real-life experiences rather than institutional messaging.

Beyond personal referrals, alumni contribute to organic traffic through their online presence. When they mention your school on LinkedIn, post about their achievements on social media, or participate in professional discussions related to their field, they create a ripple effect that drives interest in your institution. Schools can amplify this impact by encouraging alumni to tag their alma mater in their career updates, engage in school-sponsored events, and contribute to online discussions within alumni groups.

Additionally, search engines favor authentic, frequently updated content. When alumni success stories are featured on your website, blog, or social media channels, they provide valuable, keyword-rich content that enhances search visibility. Prospective students searching for insights on career outcomes in their chosen field may stumble upon these stories, further reinforcing your school’s credibility and increasing inquiries and applications.

Example: Here an alumni from Koç University in Turkey posts a very valuable testimonial, even tagging her alma mater and citing it as the #1 medical school in the country. In addition to an official alumni network, encouraging UGC from graduates is an effective strategy that comes across as authentic and therefore, trustworthy. Ask alumni to tag your school in graduation posts or list you in the education section of their LinkedIn profiles for organic traffic.

Source: Instagram

Mentorship and Career Services as a Unique Selling Point

An active alumni network can significantly enhance a school’s career services by establishing mentorship opportunities and creating a direct pathway for graduates to secure employment. When alumni hold influential positions in various industries, they become a valuable resource for current students and recent graduates looking to break into their fields. Schools that foster strong alumni engagement can tap into this network to offer students real-world insights, industry-specific guidance, and professional connections that go beyond what traditional career services can provide.

By collaborating with alumni who have become hiring managers, entrepreneurs, or industry leaders, schools can develop a reliable talent pipeline that benefits both graduates and employers. Alumni who feel a deep connection to their alma mater are more likely to offer internship programs, job placements, and networking opportunities tailored specifically to students from their former institution. These partnerships not only enhance job placement rates but also reinforce the credibility of your programs, proving to prospective students that your institution delivers real career outcomes.

Moreover, alumni mentors can serve as role models, helping students navigate their career paths through professional guidance and hands-on training. Schools can structure formal mentorship programs where alumni are paired with students based on career interests, fostering long-term professional relationships that extend well beyond graduation. These interactions boost student confidence, provide practical career advice, and offer an inside look at industry trends and expectations.

When alumni return to recruit from their alma mater, it strengthens the institution’s reputation as a trusted source of skilled professionals. This cyclical relationship, where alumni continuously contribute to the success of new graduates, creates a sustainable ecosystem of career support and growth.

Example: McMaster University has an Alumni Services page that highlights all of the career advantages that come with being part of their alumni network. Be sure to put all of the career benefits that your alumni network offers on full display so that you can leverage them as part of the FAB marketing strategy (features, advantages, and benefits), an effective form of brand storytelling that encourages prospective students to vividly imagine their success at your institution.

Source: McMaster University

Building a Strong Alumni Network

If you want to harness the power of alumni networks, it starts with cultivating meaningful relationships from the moment students enroll. Establishing a culture of connection early on makes it easier to keep graduates engaged long after they receive their diplomas.

One of the most effective ways to build a thriving alumni network is through dedicated alumni associations. These groups should not merely exist on paper but should be actively nurtured with opportunities for engagement, such as career workshops, networking events, and mentorship programs. Leveraging digital platforms, such as LinkedIn and exclusive alumni portals, helps create spaces where former students can stay in touch, share job openings, and collaborate on projects.

Personalized outreach is key to maintaining long-term engagement. Schools that take the time to check in with alumni (through newsletters, exclusive events, or professional development opportunities) demonstrate continued investment in their graduates’ success. This encourages reciprocity, as alumni become more willing to give back, whether through donations, guest lectures, or referrals.

Video testimonials featuring alumni discussing how your programs shaped their careers are incredibly effective. Highlighting their professional achievements, career transitions, and personal growth builds trust with prospective students who are weighing their options. Success stories can be embedded into your website, showcased on social media, and included in email campaigns.

Featuring alumni in live webinars or Q&A sessions allows prospective students to ask direct questions about career outcomes. This real-time engagement adds credibility to your institution’s claims, reinforcing the message that your graduates excel in their fields. Schools that leverage alumni networks in these ways transform passive viewers into engaged applicants.

Example: Get creative with your alumni recruitment strategy! Here, Stellenbosch University promotes its alumni network app, Maties Alumni, on YouTube – an exclusive, all-in-one platform for nurturing alumni relationships, career opportunities, mentorship, and personal connections.

Source: Stellenbosch University | YouTube

Elevating Your School’s Reputation Through Alumni Success

Ultimately, the strength of your alumni network is a reflection of the strength of your institution. Schools that prioritize alumni engagement are not only fostering lifelong relationships but are also investing in an authentic, powerful marketing strategy. By celebrating alumni achievements, maintaining strong communication channels, and integrating success stories into recruitment efforts, you can build lasting credibility and attract the next generation of students eager to follow in their graduates’ footsteps.

If your institution is looking for ways to enhance engagement and incorporate alumni networks into your marketing strategy, Higher Education Marketing can help you develop targeted campaigns that amplify your alumni success stories and drive enrollment growth. Your graduates are your greatest success. Make sure their voices are heard!

Struggling with enrollment?

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

Frequently Asked Questions

Question: Why is alumni networking important?

Answer: It plays a crucial role in helping graduates navigate their professional journeys, opening doors to job opportunities, industry insights, and collaborative ventures.

Question: What is the value of alumni networks?

Answer: Alumni networks are excellent social proof, provide great opportunities for organic traffic, and showcase how your school facilitates career development.

Source link

March 12, 2025
10 Benefits of an Online Admissions and Enrollment System

Reading Time: 8 minutes

As a school administrator or marketer, you’re likely already familiar with the challenges of traditional admissions processes: manual paperwork, miscommunication, long timelines, and a lack of transparency.

Implementing an online enrollment system can revolutionize your institution’s operations. It can help you create a seamless experience for prospective students while significantly easing administrative burdens.

At Higher Education Marketing, we’ve spent years partnering with institutions to understand their unique needs. Our Student Portal is designed specifically for education providers like you, offering an all-in-one solution to streamline admissions and enhance the student journey.

Let’s explore ten benefits of adopting an online admissions and enrollment system and how HEM’s Student Portal can help you transform your processes. You’ll see how much value you can add to your student experience and how a sophisticated CRM can boost enrollment.

Simplify student management and boost recruitment efficiency!

Transform your student portal experience. Get a FREE HEM-SP demo today.

Understanding Online Enrollment Systems

What does an enrollment system do? An online admissions and enrollment system is a digital platform that streamlines student recruitment, application management, and enrollment. By moving these processes online, institutions can eliminate manual paperwork, reduce processing times, and improve the overall experience for students and staff.

These systems typically include customizable application forms, real-time tracking, automated communication tools, and integration with other institutional systems like CRMs and financial platforms. Now, let’s get to the good part–the many benefits of enrollment system tools.

Want to know what our Student Portal System can do for your school? Let’s connect!

A Brief Overview of the Enrollment Process

To maximize the benefits of an online admissions and enrollment system, it’s important to understand the enrollment funnel. What is the process for enrollment? It’s a framework that outlines the four key stages prospective students go through when deciding to enroll at your institution. These include awareness, interest, decision, and action.

Awareness is the first stage, where students become familiar with your school through marketing efforts, social media, or word-of-mouth. During this phase, you aim to make a positive impression and highlight what sets your institution apart.

Interest follows as students actively seek more information about your programs and offerings. At this stage, providing detailed program descriptions, virtual tours, and engaging content becomes crucial to capturing their attention.

Decision is the third stage, where students weigh their options and determine if your institution aligns with their goals. Clear application processes, transparent cost estimates, and personalized communication can help sway their decision.

Action is the final stage, where students commit by completing their application and enrollment. An intuitive and efficient online system, like HEM’s Student Portal, ensures this final step is seamless and stress-free, setting the tone for a positive student experience.

Source: HEM

1. Simplifying the Application Process

An online admissions system allows you to simplify and accelerate the application process, providing a smoother experience for prospective students. Instead of requiring students to navigate complex paper forms or disjointed systems, you can offer them a centralized, user-friendly portal where they can complete their applications step-by-step.

HEM’s Student Portal includes a customizable WYSIWYG (what you see is what you get) form builder, allowing you to tailor applications to your institution’s specific requirements. With options for e-signatures, document uploads, and guided prompts, your students can complete their applications quickly and confidently.

For administrators, this streamlined process means less time spent tracking incomplete applications and more time focusing on strategic initiatives. You can view, manage, and update application statuses in real time, ensuring nothing slips through the cracks.

Example: The key benefit of online enrollment systems regarding the student journey is convenience. Here, American Public University is the perfect example.

At the click of a button, students can begin their applications.

They are immediately led to a simple, free application form where they’ll provide vital information needed for the American Public University to determine whether admission into their program will be granted and allow them to track their journey.

Source: American Public University

2. Enhancing Recruitment Efforts

With an online system, you can improve how you engage with prospective students from the beginning of their journey. HEM’s Student Portal integrates powerful marketing automation tools, allowing you to nurture leads with personalized communications at every stage of the admissions funnel. You can keep prospective students engaged and informed by sending timely emails, reminders, and updates, increasing their likelihood of completing enrollment.

Furthermore, the system’s data insights enable you to identify trends in student inquiries, monitor which marketing campaigns are most effective, and adjust your strategies accordingly. This data-driven approach ensures your recruitment efforts are consistently targeted and impactful.

Example: Once a prospect has filled out a contact form or inquired about a program, they should receive a personalized follow-up message that provides program details and prompts them to follow the next steps.

Here, the Academy of Learning sends an automated email about its Accelerated PSW Program to a prospect who recently expressed interest. Our Student Portal integrates email and messaging services to facilitate and automate communication with prospects, a key part of the recruitment process.

Source: Academy of Learning | Gmail

3. Reducing Administrative Burden

One of the most immediate benefits of implementing an online admissions and enrollment system is the reduction in administrative workload. Manual processes can be time-consuming and prone to errors, but with an online platform like HEM’s Student Portal, you can centralize all tasks in one intuitive interface. From managing inquiries to processing payments, every step is organized and automated.

Staff members across departments can collaborate more effectively, ensuring seamless communication and reducing duplication of efforts. The result? A more efficient admissions team with more time to focus on higher-value tasks, such as building relationships with students and refining institutional strategies.

4. Offering Real-Time Insights

Making informed decisions is essential in a competitive education landscape, and real-time insights from your admissions system can give you a critical advantage. HEM’s Student Portal provides robust reporting and tracking tools, giving visibility into key metrics such as completed applications, outstanding payments, and enrollment trends.

Imagine identifying bottlenecks in your process as they happen, enabling you to resolve issues before they escalate. With this level of visibility, you can forecast enrollment numbers more accurately, allocate resources efficiently, and continuously optimize your processes.

Example: The Student Portal allows you to create comprehensive, updated CRM reports to track enrollment data. Find out what kind of requests are being made, what desired action has been taken, and what’s next.

Source: HEM

5. Improving Communication and Transparency

A common frustration for both students and staff in traditional admissions processes is a lack of clarity. With an online system, communication becomes seamless and transparent. Students can log into their portal anytime to check their application status, access important updates, and even chat with a virtual admissions assistant for guidance.

HEM’s Student Portal goes a step further with its integrated communication tools. From automated notifications to direct messaging capabilities, the platform ensures that every student feels supported and informed throughout their journey. This transparency fosters trust and builds a stronger connection between students and your institution.

6. Enhancing the Student Experience

Your admissions process is often the first interaction prospective students have with your institution, making it crucial to leave a positive impression. An online admissions and enrollment system demonstrates that your school values convenience, efficiency, and modern technology, which resonate with today’s tech-savvy students.

HEM’s Student Portal includes features like virtual admissions assistance and a quote builder, which allows students to estimate program costs upfront. These tools empower students with the information they need to make confident decisions, enhancing their overall experience and reinforcing their trust in your institution.

Example: The Student Portal prioritizes a seamless experience for students, guiding them from step to step, making it easy to share important files, and providing a full picture of their enrollment journey.

Source: HEM

7. Facilitating Financial Planning

Financial concerns are one of the most significant barriers prospective students face when considering enrollment. You can address these concerns head-on by incorporating tools like HEM’s quote builder and seamless payment gateway integration. The quote builder provides students and their families with transparent cost estimates for tuition and fees, enabling them to plan their finances effectively.

The payment gateway integration simplifies the payment process, allowing students to make secure transactions directly through the portal. You can also track real-time payment statuses, ensuring that financial records are always current.

Example: Accademia Italiana Salerno utilizes our Student Portal’s Quote Builder feature, which provides students with a close estimate of their school expenses. Your students will appreciate being able to plan when making a significant investment in their education.

Source: HEM

8. Supporting Institutional Flexibility

Every institution is unique, with its own set of requirements and processes. That’s why customization is essential in any online admissions system. HEM’s Student Portal offers a flexible framework that adapts to your needs, whether you’re managing applications for a university, language school, or K-12 provider.

You can customize application forms, workflows, and communications to align with your institutional goals. This flexibility ensures that the system serves as a seamless extension of your team rather than a one-size-fits-all solution.

9. Boosting Efficiency with Integrated Tools

Efficiency is at the heart of any successful admissions process; integrated tools can make a significant difference. HEM’s Student Portal combines essential functionalities like CRM systems, marketing automation, and data analytics into one centralized platform. This integration eliminates the need for multiple disconnected systems, streamlining your operations and improving collaboration across departments.

For example, marketing teams can use the portal to track campaign effectiveness, admissions staff can manage inquiries and applications, and financial teams can monitor payments—all within the same system. This level of integration enhances productivity and ensures that every team member has access to the information they need.

10. Preparing for the Future

As the education sector evolves, embracing technology is no longer optional but essential! Implementing an online admissions and enrollment system positions your institution as a forward-thinking leader ready to adapt to changing student expectations and market demands.

HEM’s Student Portal is built with the future in mind, incorporating scalable features that grow with your institution. Whether you want to expand your programs, attract international students, or enhance your digital presence, the portal provides the tools you need to succeed.

Why Choose HEM’s Student Portal?

At Higher Education Marketing, we consider ourselves your partners in success. Benefit from the advantages of enrollment system technology, from simplifying application management to enhancing communication and providing real-time insights. Our platform empowers you to transform your admissions process. Request a demo today and discover how HEM’s Student Portal can help you achieve your institutional goals while creating a superior experience for students and staff.

Simplify student management and boost recruitment efficiency!

Transform your student portal experience. Get a FREE HEM-SP demo today.

Frequently Asked Questions

What does an enrollment system do?

An online admissions and enrollment system is a digital platform that streamlines student recruitment, application management, and enrollment.

What is the process for enrollment?

It’s a framework that outlines the four key stages prospective students go through when deciding to enroll at your institution. These include awareness, interest, decision, and action.

Source link

February 19, 2025
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.

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.

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.

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.

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.

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.
Source link
February 12, 2025
A Guide to Video Marketing for Schools

Reading Time: 11 minutes

With video consumption accounting for nearly 83% of global internet traffic and popular platforms like Instagram, YouTube, TikTok, and Facebook prioritizing video content, video marketing has become indispensable for educational institutions aiming to boost visibility and enrollment.

To stay competitive in today’s market, you’ll need to harness the potential of video advertising effectively. This comprehensive guide explores the power of video marketing for schools, the types of video content that work best for student recruitment, strategies for success, and solutions to common challenges.

Struggling to stand out in a crowded market?

Boost Enrollment with Engaging Short Videos

The Power of Video Ads

Video ads have revolutionized student recruitment strategies. With the average attention span of viewers shrinking to just eight seconds, video offers a uniquely engaging way to capture attention and convey key messages.

Prospective students, especially from Generation Z, respond favorably to videos that are authentic, visually appealing, and emotionally resonant. Institutions that embrace this medium can benefit in several ways.

Source: HEM

Are you ready to start seeing the benefits of video marketing for schools in your strategy? Reach out to learn about our short-form video services

The Rise of Video Content

The prevalence of mobile devices has played a crucial role in video’s dominance. Roughly 75% of video consumption now takes place on smartphones, which means that optimizing video content for mobile viewing is no longer optional.

How can you ensure that your videos perform well on mobile devices? Optimize videos for vertical viewing on social media stories, reels, and TikTok where many of your prospects spend time each day.

Videos resonate because they combine auditory and visual stimuli, making it easier to communicate complex ideas quickly. From showcasing campus life to highlighting academic achievements, videos allow your institution to tell compelling stories that resonate with viewers on an emotional level.

Video is also uniquely positioned to address the challenge of dwindling attention spans. Short, visually rich content quickly captures the viewer’s interest and sustains it by combining engaging visuals with concise messaging.

Platforms such as TikTok, with its bite-sized, highly engaging format, demonstrate the power of video to connect with younger audiences effectively. On platforms like YouTube, longer-form videos offer opportunities to dive deeper into campus life, academic programs, or institutional values.

Engagement metrics further underscore the importance of video. Social media algorithms prioritize video content, leading to higher visibility and better engagement rates.

Studies consistently show that video posts receive significantly more likes, shares, and comments than static posts. This increased interaction enhances the institution’s online presence and builds a stronger connection with potential students by inviting them to engage directly with the content.

Finally, video content creates a multisensory experience that helps prospective students visualize themselves at the institution. When students see themselves participating in activities, walking the campus, or enjoying the community, they are more likely to form an emotional connection that influences their decision-making process.

Example: Here, UC Berkeley shares a short, interesting interview-styled video, optimized for vertical video apps. When choosing a video format and editing your video, be sure to keep your viewer’s short attention span in mind.

Source: UC Berkeley | TikTok

Types of Video Ads for Student Recruitment

To fully leverage video advertising, it’s important to understand the different types of videos that resonate with your audience. Each type serves a unique purpose, allowing schools to communicate effectively across various platforms.

Hype Promo Videos

Hype promo videos are ideal for generating excitement around major announcements, such as launching a new program or an upcoming campus event. These high-energy videos grab attention with dynamic visuals and captivating music, making them perfect for social media platforms where scrolling speeds are fast.

While shorter clips work well for platforms like Instagram and TikTok, longer versions can be hosted on the institution’s website or YouTube channel to provide a more comprehensive overview.

Example: Randolph-Macon Academy uses high-quality footage, eye-catching editing, and epic music to tell a compelling story about the student life experience they offer. Hype promo videos are an excellent avenue for visual storytelling.

Source: Randolph – Macon Academy | YouTube

User-Generated Content

User-generated content (UGC) is a game-changer for student recruitment. Content created by current students, alumni, or ambassadors exudes authenticity, which prospective students highly value.

Whether it’s a student documenting their day on campus or an alumnus sharing their career journey, UGC builds trust and fosters a sense of relatability. Institutions can encourage student participation by offering incentives like branded merchandise or featuring contributors prominently on official channels.

Example: This UGC video from Cumberland College is authentic and appeals to the desires of a specific Gen-Z audience particularly as the popularity of online careers grows. Throughout your UGC campaign, be sure to focus on highlighting genuine experiences to differentiate the content from a traditional ad.

Source: Cumberland College

DIY Video Tips

Limited budgets should never deter institutions from producing impactful video content. If you’re wondering how to create video ads on a limited budget, look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment.

Simple strategies like natural lighting, stabilizing the camera, and adding subtitles can elevate production quality. Starting small with test videos allows for refinement over time, paving the way for a more robust video marketing strategy.

Example: Video marketing for schools doesn’t always have to involve highly produced footage. As long as the quality isn’t compromised, and the results are just as engaging, all you really need to get started is a modern smartphone with a decent camera and some creative ideas. Video marketing is heavily trend-driven, particularly on platforms where short-form videos are popular. For your DIY videos, do preliminary research, taking note of the trends that viewers are responding to.

Source: Cambridge University | YouTube

Strategies for Effective Video Content

Creating effective video ads requires more than just compelling visuals. Institutions must adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

Focus on Quality Over Quantity

Every video should reflect the institution’s values, strengths, and mission. To ensure consistently high-quality video content, schools can implement several strategies.

First, create clear production guidelines that include lighting, sound, and framing recommendations. These guidelines can help amateur creators, such as students contributing user-generated content, maintain a professional standard.

When relying on user-generated content (UGC), provide participants basic training or tip sheets on capturing footage. Encourage contributors to use stable tripods, proper lighting, and minimal background noise to enhance video clarity. Offering editing support or simple tools to enhance UGC—such as branded filters or overlays—ensures that the final product aligns with the institution’s brand identity.

Consistency in quality also comes from pre-production planning. For example, institutions can create storyboards or scripts for key content themes, ensuring each video maintains a cohesive narrative. Review processes are equally critical; assigning a designated team or individual to review and approve content before publication allows schools to catch inconsistencies and errors early.

Investing in scalable tools, such as video editing software or mobile apps, allows schools to polish videos before posting. Paired with these efforts, periodic feedback sessions with creators can help refine content over time. A single high-quality video can generate more engagement and drive more conversions than a series of poorly produced clips.

Segment Videos by Topic

Educational institutions cater to diverse audiences, each with unique interests and priorities. By creating topic-specific videos, schools can address these varying needs effectively. For instance, one video might highlight academic programs, while another focuses on student life or campus facilities.

This segmentation ensures prospective students receive information tailored to their interests, enhancing engagement and encouraging further exploration.

Example: Organize your videos into playlists to make it easier for viewers to find what they’re looking for as the University of Toronto did on their YouTube page in the image below.

Source: University of Toronto

Showcase Real Success Stories

Nothing resonates more deeply than genuine success stories. Featuring interviews with current students, alumni, or faculty members allows institutions to highlight real-world outcomes and the impact of their programs.

These narratives provide relatable insights that prospective students can envision for themselves, making the institution’s offerings more tangible and aspirational.

To create compelling success story videos, schools should start by identifying standout students or alumni whose journeys reflect the institution’s values and strengths.

Conduct interviews in visually appealing settings, such as iconic campus locations, to give viewers a sense of place. Incorporate diverse voices and experiences to ensure the stories resonate with a wide audience.

Actionable strategies include integrating authentic visuals, such as clips of the featured individual participating in classes, engaging in extracurricular activities, or achieving milestones in their careers. Pair these visuals with concise, heartfelt narratives that emphasize personal growth and accomplishments.

For consistency and quality, schools can create a structured framework for storytelling. This might include opening with a brief introduction, highlighting the challenges or goals the individual faced, and concluding with their achievements and future aspirations. Encourage participants to speak naturally, as unscripted moments often feel more genuine and relatable.

Additionally, amplify the impact of these stories by embedding them into broader marketing campaigns. Share snippets on social media, include them in email outreach, or feature them prominently on the institution’s website. This multi-channel approach ensures that success stories reach prospective students at various touchpoints, enhancing their overall effectiveness.

Boost Engagement with CTAs

Every video should include a clear and compelling Call-To-Action (CTA). CTAs are the bridge between engagement and action, guiding viewers to take the next step in their journey with the institution. To craft effective CTAs, schools should focus on clarity and relevance. For instance, a video showcasing campus life might end with an invitation to “Book a Campus Tour,” while a testimonial video could encourage viewers to “Apply Today and Start Your Journey.”

The placement and timing of CTAs are equally important. CTAs placed at the end of a video often drive action most effectively, as viewers are already immersed in the content. However, mid-video CTAs can also be used strategically in longer videos to re-engage audiences who may drop off before the end. Interactive elements like clickable links or embedded forms can make CTAs even more effective by reducing friction for viewers.

Customization of CTAs based on the platform is another key strategy. On YouTube, a CTA might take the form of a video overlay or end screen, while Instagram could use stickers or swipe-up features. These platform-specific approaches ensure that the CTA feels natural and intuitive to the viewer.

Finally, measuring the success of CTAs is critical. Schools can track metrics such as click-through rates, conversions, and engagement to refine their approach over time. A/B testing different CTA phrasing or formats can also provide valuable insights into what resonates most with prospective students. With these strategies in place, CTAs can transform passive viewership into active interest and tangible results.

Overcoming Challenges in Video Marketing

Despite its benefits, video marketing comes with its own set of challenges. Educational institutions must address these hurdles to maximize the impact of their campaigns.

Privacy and Legal Compliance

Privacy concerns are paramount when creating promotional content involving students. Institutions should implement consent forms and adhere to relevant regulations to ensure that all video materials comply with legal requirements. Transparency in this process not only safeguards the institution but also builds trust with stakeholders.

Maintaining Brand Cohesion

Consistency is key to building a strong brand identity. To achieve this, schools should develop a brand style guide that outlines visual and messaging standards for all video content. This ensures that every video aligns with the institution’s overall branding, reinforcing recognition and credibility.

Generating Fresh Content

Keeping content fresh and engaging can be a challenge, especially for institutions with limited resources. One solution is to develop themes or “content buckets,” such as academic achievements, campus events, or faculty highlights. This approach provides a structured framework for content creation, making it easier to maintain a steady flow of new material.

Leveraging Stock Footage

For institutions with constrained budgets, stock footage offers a cost-effective alternative to original video production. By customizing stock footage with branded elements like logos or text overlays, schools can create visually appealing content that feels authentic and aligned with their messaging.

Enhancing Impact with Professional Elements

While authenticity is critical, incorporating professional touches can elevate video quality and make content more impactful. Techniques like using green screens, investing in studio settings, and optimizing videos for mobile viewing can significantly enhance production value.

Additionally, tailoring content for specific platforms—such as LinkedIn for professional audiences or Instagram for visual storytelling—ensures maximum reach and engagement.

Building Trust Through Authenticity

Authenticity is the cornerstone of effective video marketing. Overly polished advertisements can sometimes feel impersonal, while genuine, unscripted content fosters emotional connections.

Videos that highlight real student experiences, showcase unfiltered moments, or provide behind-the-scenes glimpses into campus life resonate deeply with prospective students, making them more likely to consider the institution.

Cost-Effectiveness and ROI

Video marketing doesn’t have to break the bank. User-generated content, in particular, offers a highly cost-effective way to create engaging videos. Encouraging students and alumni to contribute content not only reduces production costs but also enhances relatability.

When paired with strong CTAs, video ads often outperform other formats in generating conversions, making them a high-ROI investment for student recruitment campaigns.

Example: Pictured below are the average conversion rates of various traffic sources. Second only to organic traffic (referring to visitors that complete a desired action after finding your institution through unpaid search results), video marketing boasts a high 4.8% conversion rate making it a worthy investment.

Source: Business Dasher

In review, what are the best video marketing strategies for schools? Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

This includes focusing on quality over quantity by creating visually appealing and professional videos that reflect the institution’s values. Schools should also segment their video content by topic to cater to the diverse interests of their prospective students, ensuring each video delivers targeted and relevant information.

Leveraging real success stories is another impactful strategy, as these narratives provide relatable and aspirational insights. Institutions should also craft clear and engaging calls-to-action (CTAs) that guide viewers toward the desired next steps, such as applying or signing up for a campus tour.

Ensuring consistency in quality, brand cohesion, and authenticity while addressing privacy concerns and optimizing for platform-specific formats will further enhance the effectiveness of video ads. By combining these strategies, you can create videos that capture attention and drive meaningful engagement and conversions.

Video ads are transforming digital marketing strategies for schools. Embracing this powerful medium can significantly amplify your reach, foster emotional connections, and drive enrollment. From leveraging user-generated content to creating high-quality promotional videos, the strategies outlined in this guide provide a roadmap for success.

Don’t get left behind as marketing trends evolve. Institutions that prioritize video marketing will be better positioned to connect with the next generation of students and thrive in an increasingly competitive landscape. The time to invest in video ads is now and we can help you get started.

Struggling to stand out in a crowded market?

Boost Enrollment with Engaging Short Videos

Frequently Asked Questions

Question: How to create video ads on a limited budget?

Answer: Look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment. Simple strategies like using natural lighting, stabilizing the camera, and adding subtitles can elevate production quality.

Question: What are the best video marketing strategies for schools?

Answer: Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

Source link

January 29, 2025
Leverage Student Ambassadors and UGC in Education Marketing
Reading Time: 11 minutes

Authenticity has become a cornerstone of successful education marketing campaigns. Nothing speaks louder to prospective students than real experiences shared by current students. That’s why we recommend the combined use of two powerful tools: student ambassador programs and user-generated content (UGC).

These strategies harness the voices of your students to create compelling, authentic narratives that resonate. In this blog, we’ll explore the enrollment-boosting potential of student ambassadors and UGC for education marketing, the benefits they offer, and actionable steps to integrate them into your strategy. Let’s get started!

Struggling with enrollment?

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

Understanding the Role of a Student Ambassador

What is a student ambassador? A student ambassador is a current student who represents your institution in various capacities, from marketing and recruitment to campus events. These individuals are typically chosen for their enthusiasm, communication skills, and ability to connect with diverse audiences.

What do student ambassadors do? As the face of your school, student ambassadors embody its culture and values, offering prospective students and their families an authentic glimpse into campus life.

The roles of student ambassadors are varied. They may host campus tours, participate in Q&A sessions during open houses, or even create content for your social media platforms. By sharing their personal experiences, they help humanize your institution, breaking down barriers and building trust.

Source: University of Waterloo

Example: On its website, the University of Waterloo has a dedicated page for members of its community who are interested in its student ambassador program. This page details the role of a student ambassador, the requirements for candidates, their workload, and compensation. When you launch your student ambassador program, use site content to provide vital information to potential candidates and the students they’ll support in their roles. Use social media to keep your audience updated on the application process and involve student ambassadors in content creation to establish a relationship between them and the rest of your student body.

Reach out for help implementing effective enrollment-boosting digital marketing strategies!

What Is User-Generated Content (UGC)?

User-generated content (UGC) refers to any content created by your students, alumni, or even staff, rather than your marketing team. This can include photos, videos, testimonials, social media posts, or blogs that showcase their authentic experiences. Unlike polished advertising campaigns, UGC is often raw and unfiltered, making it highly relatable and trustworthy.

Now that audiences are bombarded with promotional material, UGC stands out. It delivers a level of authenticity that professionally crafted content simply cannot replicate. For prospective students, seeing someone “just like them” thriving at your institution can be the deciding factor in their enrollment journey.

Source: University of Oxford | TikTok

Example: Take a look at the comments on this TikTok video. The bottom one shows how many prospective students are turning to current students for advice and insights into their journey with your institution. This “day in the life” video from a University of Oxford student offers a glimpse into campus life from a personal perspective. Videos shared on a student’s personal page often feel more genuine since they don’t come across as promotional content.

That’s not to say your school shouldn’t engage with these posts! Use hashtags, like #universityofoxford, to find UGC created by your community and reshare it on your school’s profile. To encourage more of this content, promote specific hashtags and even run contests or challenges to inspire creativity and engagement.

The Benefits of Student Ambassadors and UGC

Though their methodology is different, both student ambassador programs and UGC help to tell your school’s unique story authentically.

These methods are particularly effective at humanizing your school’s brand. Discover some more of the unique benefits you can see when you combine these strategies correctly.
- Authenticity and Trust: Both student ambassadors and UGC provide unfiltered insights into your institution. Prospective students are more likely to trust the words of a peer than a marketing brochure. When real students share their stories, it creates a sense of transparency and trust.
- Increased Engagement: Content created by student ambassadors and peers often performs better on social media platforms. Audiences are more likely to engage with posts that feel genuine and relatable. This increased engagement can translate to higher visibility for your institution.
- Cost-Effectiveness: Leveraging the voices of your students can reduce the need for extensive advertising budgets. While there may be costs associated with training or compensating ambassadors, the return on investment through increased applications and enrollment often outweighs the initial expenditure.
- Community Building: By involving students in your marketing efforts, you foster a sense of pride and belonging. Ambassadors feel more connected to your institution, and their enthusiasm is infectious, positively influencing both their peers and prospective students.
How to Build a Successful Student Ambassador Program

Building a student ambassador program involves creating a structured initiative that aligns with your school’s marketing goals and fosters authentic engagement. A successful program requires careful planning, clear objectives, and ongoing support to empower ambassadors as true representatives of your institution. Here, we’ll walk you through the essential steps to design and implement a program that connects with prospective students and amplifies your school’s story.

Define Clear Objectives

Clear objectives are the cornerstone of a student ambassador program, aligning with your marketing goals and guiding ambassadors toward success. Start by clearly outlining the program’s purpose. For example, increasing applications, enhancing campus tour experiences, or boosting social media engagement.

This clarity of intent should be paired with measurable goals, to help ambassadors understand what success looks like. Measurable goals could be increasing tour attendance by 20% or generating a set number of social media posts each month

Tailor these objectives to match the unique strengths of each ambassador, assigning roles that play to their talents, such as public speaking for campus tours or storytelling for blog posts and videos. Providing a clear role description that details their responsibilities, tasks, and time commitments is equally critical to avoid confusion and set expectations.

To foster motivation, explain the “why” behind their tasks, helping them see how their efforts impact prospective students, build trust in the institution, and contribute to enrollment goals. Regular check-ins or feedback sessions can also ensure ambassadors stay on track, allowing for adjustments and maintaining engagement. With clearly defined objectives and the right support, ambassadors can confidently represent your institution and drive meaningful results.

Recruit the Right Ambassadors

Select ambassadors who reflect the diversity and values of your institution. Look for individuals who are enthusiastic, articulate, and comfortable sharing their experiences. Peer recommendations, faculty referrals, and application processes can help identify the best candidates.

Foster Collaboration

Facilitate collaboration between ambassadors and your marketing team. Regular meetings can help align their content with your broader campaigns while maintaining authenticity. Ambassadors should feel supported but not micromanaged.

Source: University of Windsor

Example: The University of Windsor demonstrates trust in its student ambassadors with a unique feature on its website. It allows current and prospective students to select an ambassador to chat with for answers to their school-related questions. To replicate this success, implement a comprehensive training program to ensure consistency and quality. Clear expectations enable your ambassadors to take on key responsibilities confidently, delivering a strong return on your investment.

Provide Comprehensive Training
- Familiarize Ambassadors with Your Institution’s Key Messaging and Values
  Begin by familiarizing ambassadors with your institution’s key messaging and values. This includes providing them with a clear understanding of your school’s mission, vision, and what sets it apart from competitors. Equip them with talking points about academics, extracurricular offerings, campus facilities, and student life, ensuring consistency in how they communicate your brand. Role-playing exercises can be particularly effective here, helping ambassadors practice delivering messages in a variety of scenarios, such as open houses, campus tours, or online Q&A sessions.
- Train Ambassadors on Social Media Best Practices
  Training should also include social media best practices, especially if ambassadors are creating content for your platforms. Teach them how to craft posts that are engaging and aligned with your school’s tone and style. Provide guidelines on appropriate language, photo and video quality, and compliance with privacy policies.
- Develop Public Speaking Skills
  Since many ambassadors will engage with prospective students and families in person, public speaking training is invaluable. Help them refine their communication skills with workshops that focus on clarity, confidence, and storytelling. Encourage them to share personal anecdotes about their experiences at your school, as these authentic stories are often the most memorable. Practice sessions with constructive feedback can significantly boost their comfort in delivering presentations or handling impromptu questions.
- Build Soft Skills for Diverse Audiences
  Effective training also involves building soft skills like empathy, adaptability, and cultural awareness, especially for ambassadors interacting with diverse audiences.
Include scenarios that challenge them to navigate different cultural perspectives or address sensitive questions tactfully. By fostering these skills, you ensure ambassadors can create welcoming and inclusive experiences for prospective students and their families.
- Incorporate Interactive Training Methods
  To make training engaging and practical, use a mix of interactive methods such as role-playing, group discussions, and hands-on activities. Incorporate real-world examples and success stories from past ambassadors to inspire new recruits and show them what’s possible. Providing a training manual or digital resource hub can also serve as a handy reference for ambassadors as they grow into their roles.
- Provide Ongoing Support and Refreshers
  Finally, ongoing support and refreshers are critical. Schedule periodic check-ins to provide additional guidance, address challenges, and celebrate successes. The more prepared they are, the more effectively they’ll represent your school.
Empower Ambassadors to Create

Empowering student ambassadors to create their own content is one of the most effective ways to showcase the authentic, lived experiences that resonate with prospective students. By trusting ambassadors with creative freedom, you enable them to craft content that feels genuine and relatable—qualities that polished marketing campaigns often struggle to replicate.

Start by encouraging ambassadors to focus on their personal experiences and unique perspectives. Heartfelt testimonials are another powerful form of content. Whether it’s a written story, a video, or a social media post, ambassadors sharing their personal journeys—why they chose your school, how it’s impacted their lives, and what they’ve learned—can create an emotional connection with viewers.

To provide inspiration and structure, consider giving student ambassadors a content calendar – a detailed content plan that outlines the where, what, and when of your posts. Highlighting diverse voices within your ambassador team ensures a broad range of experiences and perspectives are represented, appealing to a wider audience.

Celebrate Their Contributions

Recognize and reward your ambassadors for their efforts. This can range from financial compensation to exclusive perks like access to networking events or career development opportunities. Publicly celebrating their work reinforces their value and motivates others to get involved.

Source: New York University

Example: Here, New York University’s School of Global Public Health welcomes a new student ambassador, celebrating her accomplishments in the field, describing her role in the NYU community, and directing the audience to her student blog post. In addition to monetary rewards, student ambassadors appreciate public acknowledgments of their contributions.

Measure Success

Track the impact of your ambassador program using metrics such as social media engagement, website traffic, and application rates. Use this data to refine your approach, ensuring continuous improvement.

Incorporating UGC into Your Marketing Strategy

A UGC marketing campaign can be a goldmine for schools looking to leverage their communities to tell their story. By encouraging students to share their experiences, you tap into a wealth of relatable and engaging material that resonates with prospective students. Let’s explore how to integrate UGC into your marketing strategy for maximum impact.

Create Opportunities for UGC

Encourage your students to share their experiences by hosting contests, themed hashtag campaigns, or student takeovers on social media. The more accessible you make the process, the more likely students are to participate.

Source: Caleontwins | TikTok

Example: Here, Humber College has paid well-known influencers to promote a contest called Humber Bring It. The aim was to showcase all the unique skills students brought to their community. In their video, the Caleon twins shared all the essential details of the contest such as the deadline, prizes for winners (a 5000 dollar tuition credit or a laptop), and the hashtag that each contestant should use. Contests like this are the perfect way to create a UGC buzz around your institution.

Showcase UGC Across Platforms

To maximize the impact of user-generated content (UGC), feature it prominently across your marketing platforms. Incorporate student stories, photos, and videos on your website’s homepage, within program pages, and in blog posts to provide a genuine glimpse into campus life. Social media channels are another natural home for UGC, where they can drive engagement and create relatable touchpoints with prospective students. Consider integrating this content into admissions brochures, emails, and campus tour presentations to ensure consistent messaging.

Before sharing any UGC, prioritize student consent. Always seek permission from contributors, clearly explaining where and how their content will be used. Providing written guidelines and gaining explicit agreement ensures transparency and builds trust. By celebrating your students’ experiences respectfully and prominently, you showcase your school’s vibrant community and also create a foundation of authenticity and ethical storytelling that resonates with your audience.

Maintain Quality Control

While UGC is inherently less polished, maintaining a level of quality ensures it aligns with your institution’s values and messaging. Begin by establishing clear guidelines for students contributing content.

These guidelines should outline your school’s tone, branding, and expectations for appropriateness, while still encouraging creativity and individuality. For example, provide tips on photography and video basics, such as lighting and framing, to enhance visual appeal without compromising authenticity.

Review content before publication to ensure it represents your school positively. This doesn’t mean heavily editing or sanitizing the material—rather, it’s about ensuring the content reflects your institution’s culture, is free of inappropriate language or imagery, and avoids unintentional misrepresentation.

Offering feedback to students can also be a valuable learning experience, helping them refine their work while staying true to their voice. By balancing authenticity with quality, you showcase the best of your community in a way that’s both relatable and professional.

Engage with UGC Creators

Show appreciation for students who contribute content by engaging with their posts, sharing their work, or even spotlighting them in dedicated campaigns. This not only boosts their morale but also encourages others to participate.

Use UGC to Tell Stories

Go beyond individual posts by weaving UGC into cohesive narratives. For example, compile videos and testimonials into a series showcasing different aspects of campus life. Storytelling adds depth and emotional resonance to your campaigns.

Bringing It All Together

Student ambassador programs and UGC are avenues for building authentic connections with your audience. By leveraging the voices of your students, you showcase your institution’s unique story in a way that resonates deeply with prospective students and their families.

At Higher Education Marketing, we specialize in helping schools like yours unlock the potential of these strategies and many others. Whether you’re just starting or looking to refine your approach, our expertise ensures your campaigns drive meaningful engagement and results.

Your students are your greatest storytellers. Let their voices elevate your brand and inspire the next generation to join your community.

Struggling with enrollment?

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

Frequently Asked Questions

What is a student ambassador?

A student ambassador is a current student who represents your institution in various capacities, from marketing and recruitment to campus events.

What do student ambassadors do?

As the face of your school, student ambassadors embody its culture and values, offering prospective students and their families an authentic glimpse into campus life.
Source link
January 22, 2025