Category: marketing for higher education

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

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

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 And yet, many institutions are still using outdated strategies that fail to resonate with the Modern Learner.  

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

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

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

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

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

    Evolving Student Behavior: Implications for Higher Education Marketing 

    The Changing Search Journey 

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

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

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

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

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

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

    The Demand for Authentic and Engaging Content 

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

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

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

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

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

    Key Shifts in Higher Education Digital Marketing

    Website Marketing Evolution 

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

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

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

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

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

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

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

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

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

    The Transformation of Paid Media 

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

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

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

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

    The Central Role of Brand in Modern Higher Education Marketing

    Brand as a Differentiator 

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

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

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

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

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

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

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

    Balancing Brand and Performance Marketing 

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

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

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

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

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

    Adapting to Thrive in the New Era

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

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

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

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

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

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

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

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

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

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

    What is Generative Engine Optimization (GEO)?

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

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

    How GEO Works

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

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

    Comparing SEO and GEO

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

    Ways GEO is Similar to SEO

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

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

    Ways GEO is Different from SEO

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

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

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

    Is GEO Replacing SEO?

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

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

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

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

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

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

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

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

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

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

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

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

    Reaching Modern Learners: Integrating GEO and SEO Strategies

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

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

    The Future of SEO and GEO in Higher Education

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

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

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

    Unlocking the Power of GEO with EducationDynamics

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

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

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

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  • Introducing the InsightsEDU Echo Webinar Series

    Introducing the InsightsEDU Echo Webinar Series

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

    Join us throughout March and April for these exclusive webinars:

    March 13: Engaging the Modern Learner | 1 PM ET

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

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

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

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

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

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

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

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

    April 3: Navigating the Enrollment Shift | 2 PM ET

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

    We look forward to seeing you at InsightsEDU 2025!

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  • Four Benefits of Attending InsightsEDU

    Four Benefits of Attending InsightsEDU

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

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

    Benefits of Attending a Higher Education Conference like InsightsEDU

    1. Gain Timely Insights into the Modern Learner

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

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

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

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

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

    3. Access Tailored Strategies for All Student Demographics

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

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

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

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

    Unlock the Future of Higher Education at InsightsEDU 2025

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

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

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  • The Sky Is The 300 Character Limit: Bluesky

    The Sky Is The 300 Character Limit: Bluesky

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

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

    What is Bluesky?

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

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

    The Advertising-Free Zone

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

    Unique Features That Set Bluesky Apart

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

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

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

    Threads or Bluesky: Which Platform Should You Choose? 

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

    What Does Bluesky Mean for Universities? 

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

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

    How Will Bluesky Impact the Digital Landscape?

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

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

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  • Voices of Innovation: Meet InsightsEDU 2025 Featured Speakers

    Voices of Innovation: Meet InsightsEDU 2025 Featured Speakers

    Higher Education Speakers of InsightsEDU

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

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

    Gregory Clayton

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

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

    Wendy Colby

    Wendy Colby

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

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

    Roy Daiany

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

    Session: Emerging Trends and Priorities for Higher Education

    Brent Fitch

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

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

    Andrew Fleischer


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

    Session: Emerging Trends and Priorities for Higher Education

    Stephen Horn

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

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

    Dr. Melik Khoury

    Dr. Melik Khoury

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

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

    Dr. Andy Miller

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

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

    Dr. Joe Sallustio

    Dr. Joe Sallustio

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

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

    Katie Tomlinson

    Katie Tomlinson

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

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

    Engage with the Leaders Shaping Higher Education

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

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  • 10 Strategies to Attract and Enroll the Modern Learner

    10 Strategies to Attract and Enroll the Modern Learner

    As the higher education landscape continues to shift and evolve, the expectations and priorities of today’s students are shifting as well. To stay relevant, institutions are expanding their focus beyond traditional academic models to better meet the needs of a more discerning audience. Modern Learners are no longer bound by age or conventional learning modalities—today’s students are driven by different priorities, presenting a challenge for institutions relying on outdated methods to engage this demographic.  

    With primary motivators including career advancement and the need for flexibility, Modern Learners demand educational opportunities that offer accessibility, transparency and value. They are more selective, especially as the perceived value of a college degree has been questioned amid economic uncertainty. With rising student debt, these learners are looking for programs that provide a clear return on investment—an education that advances their careers while offering flexible options that meet their financial and personal needs. Success lies in striking a balance between value and cost-effectiveness, ensuring students feel seen, supported and equipped for the future. 

    Explore ten essential strategies for higher education institutions to expand their offerings and better engage Modern Learners. From improving strategies to leveraging resources and fostering deeper connections with students, these strategies aim to engage with Modern Learners based on their preferences and behavior rather than demographics by embracing a Unified Enrollment Strategy that fuels sustainable growth. 

    1. Build a Cohesive Brand

    In a competitive landscape where a strong brand is essential, the increasingly selective nature of Modern Learners calls for an institution’s brand to resonate with prospective students.

    Your institution’s brand identity should authentically reflect its values, mission and unique offerings. A compelling brand narrative not only showcases your unique selling proposition (USP), but also serves as an opportunity to connect on a deeper level with potential students, fostering trust and engagement.

    Building a cohesive brand experience involves aligning visual elements, messaging and tone to create consistency across all touchpoints—from your website to social media, emails and beyond. This alignment strengthens students’ understanding of your value proposition, guiding them throughout their journey and ensuring they feel engaged at every stage.

    At EducationDynamics, our in-house Creative team specializes in data-driven brand positioning and strategy. We take the time to understand your institution’s unique strengths and craft creative solutions that support the student journey, from initial discovery to enrollment. Discover how our creative services can help your institution’s brand thrive and successfully engage Modern Learners.

    2. Adopt a Full-Funnel Marketing Approach 

    As Modern Learners increasingly seek personalized learning experiences that align with their needs, institutions need to elevate their marketing strategies to meet their growing expectations. By embracing a full-funnel approach, schools can more effectively engage with students at every stage of their journey, leading to stronger enrollment outcomes.  

    A holistic full-funnel marketing approach not only boosts engagement, but also augments long-term growth by nurturing students from awareness to decision.  As students continue to research more throughout their journey and prioritize personalized content, institutions must adopt comprehensive approaches to effectively reach them.  

    With EducationDynamics’ multi-channel digital marketing expertise, schools can target students across various platforms, ensuring personalized messaging and an engaging experience across every touchpoint. If you want to learn more about how to build a successful full-funnel marketing approach, check out our Full-Funnel Marketing Guide for Higher Education.  

    3. Utilize Market Research to Identify High-Growth Programs 

    To effectively meet the evolving priorities of Modern Learners, institutions must develop programs that align with market trends and career opportunities. Leveraging market research allows schools to refine their offerings and better address students’ shifting needs and expectations. 

    Resources such as EducationDynamics’ eLearning Index Web App, serve as a powerful resource. The Web App, developed by EducationDynamics’ Market Research team, utilizes current National Center for Education Statistics (NCES) data, to showcase an accurate view of the current labor market and relevant trends regarding degree completions. Administrators can use the app’s interactive features to isolate the data by region, modality and program. By providing insights into the highest opportunity programs available for each educational level and a convenient user interface, the eLearning Index Web App tool empowers schools to optimize their program offerings, ensuring that they are offering degrees that are relevant to Modern Learners. Through aligning programs with high-growth career opportunities, institutions can not only boost retention but also empower students with the skills and support they need to thrive in the current job market.

    4. Nurture Leads and Personalize the Journey  

    Modern Learners often research extensively before finalizing their enrollment decision, seeking personalized and relevant information at every stage. Building relationships early and maintaining engagement over time is essential, whether you’re connecting with prospective students for the first time, re-engaging stopped-out students, or reconnecting with dormant inquiries.  

    Effective lead nurturing helps institutions build these relationships through tailored content that addresses the specific needs and interests of each student. Consistent communication guides students through their decision-making journey, ensuring they feel supported. 

    Marketing automation can help streamline these efforts. Through automation of communication workflows, institutions can deliver timely and personalized messaging that resonates with students. This level of personalization and consideration throughout multiple touchpoints in the student journey improves overall engagement and student experiences.  

    At EducationDynamics, our Nurturing Services offer institutions multi-channel engagement, using best-in-class marketing automation technology.  By delivering personalized communications across various platforms, we help schools strengthen connections with students at every stage of their journey.

    5. Provide 24/7 Support with AI Chatbots 

    As institutions seek to attract and enroll the Modern Learner, implementing AI Chatbots serves as a key tool by delivering real-time assistance and tailored responses to common student inquiries. Prospective students frequently encounter obstacles when searching for relevant information during their enrollment journey. With Modern Learners expecting immediate access to information, these challenges can lead to a frustrating experience, potentially impeding their enrollment decision. Employing AI Chatbots can help address this, through instant responses that answer commonly asked questions regarding program details, financial aid and academic support at any time of day. These chatbots not only help manage routine tasks, but they also allow admissions staff to focus on the more complex, high-touch interactions. By incorporating AI Chatbots into your institution’s communication strategy, you enhance student support and ensure that every inquiry receives proper, timely attention.  

    6. Showcase Your Innovative Spirit 

    Standing out amid the competitive higher education landscape is vital for attracting Modern Learners, who seek educational opportunities that align with their evolving needs and aspirations. Today’s students are not merely seeking to fulfill degree requirements; they are looking for an education that resonates with their interests and provides long-term growth opportunities. This is where innovation can play a vital role. By highlighting your university’s unique offerings and distinct culture, you can offer Modern Learners attractive reasons to choose your school, while demonstrating how you are adapting to meet the growing demands of Modern Learners.  

    At EducationDynamics’ Higher Ed Marketing Agency, our team of experts understand the importance of showcasing each institution’s unique selling points and innovative approaches within the higher education space.  Our services are designed to communicate the value of choosing your school, whether it’s through digital campaigns, social media content, or compelling copywriting. We empower you to emphasize your distinct strengths, enabling your institution to foster deeper connections with Modern Learners and guide them towards enrollment.  

    7. Create a Seamless Student Journey 

    The traditional, linear student journey no longer applies to today’s Modern Learners. With various commitments, such as family and work responsibilities, modern students engage with their educational environment in different ways than in years past. As a result, institutions need to adjust how they approach the student journey. By implementing student journey mapping, institutions can better understand the various stages of the student experience and refine it to reduce pain points. 

    EducationDynamics’ student journey mapping process provides institutions with actionable insights to optimize every stage of the student experience, from inquiry to enrollment. The process begins with a comprehensive analysis of your current student recruitment and services, including existing marketing materials, communication technology and student support systems. Using data-driven insights, we then create a visual student journey map that identifies key touch points and opportunities to enhance communication. From there, we develop a communication plan with targeted messaging and content designed to nurture, guide and support students across their enrollment journey. By integrating student journey mapping, institutions can better visualize the Modern Learner’s journey, while meeting their evolving needs.   

    8. Invest in Financial Aid Support 

    Financial aid is among the first pieces of information students seek and often plays a pivotal role in their enrollment decision. Equipping your institution’s advising team with the tools to engage in financial aid conversations early in the student journey is critical to meeting the expectations of Modern Learners and encouraging them to choose your institution over another.  

     EducationDynamics’ Financial Aid Advising services offer personalized support through dedicated coaches who manage student inquiries and provide individualized guidance. This streamlined approach allows your admissions team to focus on key priorities, while ensuring students receive the financial aid support they need. By delivering clear answers and a supportive experience, students are more likely to enroll, resulting in higher enrollment and retention rates. 

    9. Streamline Your CRM and Marketing Data Integration  

    A robust Customer Relationship Management (CRM) system is essential for navigating the Modern Learner’s enrollment journey. By collecting and managing student data, CRMs promote personalized communication that resonates with students. To truly maximize their potential, CRM systems should be optimized through technology integration, data quality assessments and user adoption, ensuring they effectively reach Modern Learners while driving scalable enrollment growth.  

    EducationDynamics recognizes the importance of an integrated CRM system. Our team of integration experts specialize in implementing and maintaining clean, actionable data that supports a cohesive strategy, giving your institution a holistic overview of each student and ensuring your CRM is built for long-term success.   

    10. Optimize Your Enrollment Team  

    As the primary point of contact for prospective students, your enrollment team is one of the most critical investments you can make. The expertise and engagement of your enrollment staff directly influences prospective students’ decisions, making them essential to student success outcomes.   

    At EducationDynamics, we believe in empowering both institutions and students by investing in staff development. Through our The U School platform, institutions can access exclusive 8-week programs designed to equip your team with the skills needed to meet the unique demands of Modern Learners. By strengthening staff training, we help build more effective enrollment pathways, ultimately increasing student engagement, satisfaction and enrollment growth.  

    Empowering Your Institution to Engage Modern Learners

    Attracting and enrolling Modern Learners requires a comprehensive approach that acknowledges their unique needs and preferences. By implementing the ten key strategies outlined in this article, higher education institutions can engage a new demographic of learners while nurturing meaningful connections with students. Embracing innovative solutions like student journey mapping and leveraging available resources allows institutions to transform the student experience. As the higher education environment continues to change and enrollment challenges arise due to shifting economic and demographic factors, institutions who proactively understand and cater to the unique needs of Modern Learners will differentiate themselves from the competition.  As your strategic partner, EDDY is committed to empowering your institution to confidently navigate these challenges while collectively advancing our mission to expand opportunity through education. 

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  • A New Era of Higher Education- EducationDynamics

    A New Era of Higher Education- EducationDynamics

    The frequently used term “adult students” no longer captures the dynamic, diverse, and evolving population pursuing a degree today. Data from EducationDynamics’ Online College Students and Marketing & Enrollment Management Benchmarks reports show that the average age of learners is decreasing, and that their needs are growing more complex. Whether they are first-generation college students, single parents or veterans seeking to advance their career, these individuals represent what we now define as the Modern Learner. These learners are shaping the future of higher education by driving a demand for flexible, accessible, and affordable learning opportunities that meet their diverse needs. In a recent episode of the EdUp Experience Podcast, Dr. Joe Sallustio, the host of The EdUp Experience, Dr. Melik Khoury, President and Chief Executive Officer at Unity Environmental University and Greg Clayton, President of Enrollment Management Services of EducationDynamics, discuss the trends reshaping higher education and offer insights into how institutions can better serve Modern Learners amidst changing times.  

    Beyond Traditional Categories

    The Modern Learner is not defined by age – it’s a mindset. Gone are the days when “traditional student” and “adult learner” were distinct categories. Today, a diverse range of individuals, from recent high school graduates to seasoned professionals, are seeking education on their own terms. This shift is driven by a fundamental change in how students approach education, influenced by technology, individual aspirations, and an evolving job market. 

    Modern Learners often juggle busy lives, whether they are working professionals, parents, or recent graduates. Therefore, an education that seamlessly integrates with their personal and career goals has become crucial. They seek learning experiences that fit their unique circumstances, allowing them to pursue their passions and advance their careers.  

    Regardless of what their circumstances are, Modern Learners are not limited by geographic location or traditional educational barriers. They expect affordable and accessible learning opportunities. 

    As a result, Modern Learners have redefined the typical adult student profile by prioritizing flexible, career-focused programs that fit into their busy schedules. Traditional models and assumptions about age are no longer relevant, and institutions must adapt to these needs, focusing on providing accessible education that aligns with the personal and professional goals of Modern Learners.  

    Building a Student-Centric Model 

    Responding to the needs of the Modern Learner requires higher education institutions to move away from an institution-centric model and embrace a student-centric one. This involves a deep commitment to understanding and addressing the diverse needs of Modern Learners, rather than adhering to outdated practices and structures. Embracing various learning modalities including online, hybrid, and residential programs, while acknowledging the value of each, is paramount. Additionally, by recognizing that online learning is a valuable and equal learning pathway, institutions can provide more flexible, accessible, and relevant educational opportunities that align with the goals and lifestyles of today’s Modern Learners.  

    We really started to look at each and every one of our subsidiaries for, it didn’t matter how old you were, it was more how did you want to learn?

    Dr. Melik Khoury, President of Unity Environmental University

    To fully address these evolving needs, institutions must create personalized learning experiences and adapt program structures to accommodate varying schedules and preferences, which will more effectively engage Modern Learners.

    Navigating the Challenges of Change

    However, adapting to the needs of the Modern Learner is not without its challenges. Many institutions encounter resistance to change, ingrained practices, and varying levels of awareness about the evolving student landscape. 

    This resistance often stems from a reliance on traditional models, driven by a fear of disrupting established practices and structures. As a result, institutions may hesitate to adopt online learning, resist new marketing strategies, or cling to familiar, albeit outdated, approaches. 

    It’s amazing how many universities, if you ask them about the cost of acquisition, they would have no idea…Many institutions don’t even understand the concept of you can’t have a regional recruitment and marketing strategy and hope for a national draw.

    Dr. Melik Khoury, President of Unity Environmental University

    Traditional marketing strategies are becoming less effective in reaching the Modern Learner, as this population responds better to online channels, targeted digital marketing campaigns, and social media engagement. Adapting marketing strategies to better connect with this demographic is crucial. Additionally, demonstrating a clear return on investment is equally important, as Modern Learners make quick decisions—often within one or two weeks—based on the immediate value and benefits of their program choices. 

    The thinking about marketing and how to market to students has to evolve…The amount of time they want to wait is one to two weeks before, so maybe a month. And that’s it.

    Dr. Joe Sallustio, Co-Founder & Host of The EdUp Experience

    Embracing Innovation and Iteration

    Successfully meeting the needs of the Modern Learner is rooted in building a culture of innovation and experimentation. This involves a willingness to embrace new approaches, learn from mistakes, and continually refine programs and processes to better serve student needs. 

    A key aspect of serving the Modern Learner is pivoting to shorter, more skill-focused program offerings. By aligning curricula with industry demands and ensuring flexibility, institutions can better support students in acquiring relevant skills and advancing their careers.

    We actually don’t care anymore about majors…my faculty doesn’t identify their value based on our majors, but by the disciplines.

    Dr. Melik Khoury, President of Unity Environmental University

    Beyond adapting program design, Modern Learners also require a positive and supportive learning experience. Investing in technology, enhancing student support services, and cultivating a campus culture that fosters engagement and success are essential components of this experience.  

    Additionally, prioritizing data-driven decision-making is vital to guiding program development and implementation.  By using data to assess program effectiveness, track student success, and inform resource allocation and program design, institutions can ensure their strategies are grounded in evidence rather than relying on traditional methods.

    Are You Ready to Attract the Modern Learner?

    The higher education landscape is changing, and adapting to the needs of the Modern Learner is essential for success. Embracing innovation, moving away from traditional practices, and prioritizing the student experience are critical components for success in today’s learning environment.  

    Don’t ask me to be innovative and be bound to tradition, be bound to what has come before me, be bound to pedagogy that is tried and true

    Dr. Melik Khoury, President of Unity Environmental University

    Flexibility, adaptability, and continuous improvement serve as tenets for institutions successful in meeting the Modern Learner’s needs. Institutions that excel in these areas are more likely to distinguish themselves from the competition. By shifting their governance structures, decision-making processes, and faculty training to encourage innovation and flexibility, they can better meet the evolving expectations of Modern Learners and remain competitive in a rapidly changing higher education environment.  

    The future of higher education hinges on the ability to adapt. By prioritizing innovation, the student experience, and fostering a culture of continuous improvement, institutions can not only survive, but thrive in this new era of learning. To enter this new era of higher education and elevate your institution’s programs to new heights, reach out to EducationDynamics. Together, we can drive meaningful change and achieve your goals.  

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  • TikTok Marketing in the Face of Potential Bans

    TikTok Marketing in the Face of Potential Bans

    If you’ve scrolled TikTok recently, you might have noticed that some of your favorite creators have started bringing up their other handles, encouraging you to follow them on different platforms. With the ban possibly becoming effective as early as January 2025, this trend is becoming increasingly popular. From micro-influencers to brand giants, creators are taking decisive action, urging their audiences to follow them on alternative platforms as a failsafe. These creators aren’t just reacting—they are leading the pack by ensuring that their followers stay connected, no matter what challenges lie ahead.

    As the calendar inches closer to January, the time to rethink and implement your digital strategy is now.

    For marketers who have leveraged TikTok’s platform to amplify their brands and connect with consumers in unprecedented ways, the looming possibility of bans or restrictions raises pressing questions about the sustainability of their marketing strategies. As we navigate this pivotal moment in digital marketing history, it’s crucial for marketers to assess the implications of potential TikTok bans and explore alternative strategies to adapt to an evolving landscape. 

    Understanding the Current Landscape

    In April 2024, President Biden signed the “Protecting Americans from Foreign Adversary Controlled Applications Act,” requiring TikTok’s parent company, ByteDance, to find a buyer within nine months or face a nationwide ban in The United States. The legislation, if enacted, would result in TikTok losing all market share in the U.S., effectively removing the app from the country’s digital landscape and preventing millions of American users from accessing its content.

    The ban stems from rising concerns over national security and data privacy, given ByteDance’s origins in China. American policymakers and critics of TikTok contend that the Chinese government could gain access to sensitive data and influence Americans on geopolitical issues, both posing significant concerns for American users’ privacy and national security. U.S. Lawmakers have cited these concerns by drawing attention to potential laws that could “allow the Chinese government to secretly demand data from Chinese companies and citizens for intelligence-gathering operations.”  Additional concerns include the app’s ability to fuel misinformation through TikTok’s content recommendations.  This isn’t the first time these fears have been highlighted, as President Trump attempted to ban the video-sharing app back in 2020.

    In May 2024, TikTok responded to President Biden’s proposed ban with a lawsuit, arguing that the bill violates Americans’ First Amendment rights. If the bill succeeds, the ban will remove TikTok from all app stores, effectively hindering the ability for the platform to garner new downloads and provide updates to active users, which would render TikTok obsolete over time.

    The ban on TikTok could significantly impact the way marketers manage their advertising. Currently, U.S. ad businesses on TikTok are anticipated to see $10.42 billion in ad revenues in 2024. Furthermore, forecasts anticipate that TikTok will “make up 12% of US social network ad spend and 3.4% of US digital ad spend in 2024.” TikTok’s potential ban underscores the critical need for marketers to stay informed and adaptable, given the platform’s sizeable relevance in the U.S. ad market.

    Building a Multi-Platform Ecosystem

    In an era of rapid digital evolution, building a multi-platform ecosystem is no longer just a strategy—it’s a necessity. The volatility of social media platforms is no secret. Given recent challenges with platforms like Twitter, now X, we’re well aware of the vast changes in the realm of social media. The potential TikTok ban further underscores the risk of relying too heavily on a single platform. For marketers, this means a single-threaded approach to video marketing is a vulnerability they cannot afford.

    One of the most effective ways to mitigate such vulnerability is to diversify. At EducationDynamics, we have long recommended a diversified approach when it comes to marketing at any point in the funnel. This strategy involves distributing your marketing efforts across multiple stages to achieve optimal stability and reach.

    Our target audience consumes media across multiple channels and mediums, and always has. New vendors will always appear in the mix to test and integrate into full funnel marketing plans, but it is never recommended to place all your eggs in one basket. We need to reach our audience multiple times across multiple platforms to have effective reach and frequency.

    Lora Polich, Senior Director of Awareness Media

    Building a robust brand presence beyond TikTok is crucial, and investing in owned media channels such as websites and email newsletters is essential for gaining the most long-term value. An optimized website serves as the hub for your institution’s brand, providing credibility and important information about your institution’s unique offerings.

    Similarly, email newsletters play an instrumental role in the student journey by fostering engagement and creating lasting relationships with both prospective and current students. Through personalized and consistent email communications, you will be able to keep your student audiences connected, engaged, and informed on the latest updates and offerings your institution has.

    Lastly, it is essential to monitor ongoing regulatory developments and adapt your strategies accordingly. The looming TikTok ban, and ever-changing social media landscape illustrate that shifts can occur at any time. Staying informed about these changes is crucial for being able to pivot your strategy and remain compliant with the latest regulations. By equipping yourself with the most current information, you can ensure that your marketing efforts stay relevant and that you can continue to effectively reach your audience.

    Evaluating Alternative Platforms 

    As the social media environment continues to shift, understanding where your target audience is most engaged becomes increasingly important. In EducationDynamics’ 2024 Online College Student Report, we surveyed students to ascertain their media consumption habits and platform preferences.  

    According to the report, most online college students reported using Facebook (75%), TikTok (74%), and Instagram (72%) daily. However, a significant portion reported daily use of Snapchat (66%), Twitter (56%), Discord (48%) and LinkedIn (44%).  

    While Facebook, TikTok, and Instagram dominated daily usage, online college students reported LinkedIn (42%) as the most helpful and trustworthy platform when researching schools. Reddit (33%), Facebook (32%), Twitter (28%), and Instagram (25%) followed in terms of usefulness for this purpose. Only 19% found TikTok helpful for school research. 

    Given the potential ban on TikTok, the most viable options for delivering video content are LinkedIn for its trustworthiness and strong daily usage, Facebook and Instagram for broader reach and informal engagement, and Facebook and Instagram Reels for further boosting informal engagement and brand building opportunities.  

    Understanding which platforms are best suited for specific types of content and engagement can help you maximize their potential and mitigate potential losses from a TikTok ban. Prioritizing LinkedIn for research, strategically utilizing Facebook and Instagram, as well as exploring the latter platforms’ reels features for informal engagement opportunities offers a balanced approach to reaching and engaging online students in a changing social media landscape.  

    Expanding Reach through Multi-Platform Video Marketing  

    The 2024 Online College Student Report also found that nearly all online college students (98%) consume content from one or more streaming services. Seventy-five percent of online college students stream media daily on YouTube, making it the platform with the largest usage and largest opportunity for schools to build brand awareness and consideration. This highlights the importance of a diverse marketing strategy with a full funnel approach comprised of multiple platforms that deliver personalized messaging tailored to prospective students’ place withing their enrollment journeys.  

    At EducationDynamics, we encourage video production that can be used across platforms, in a variety of dimensions, and highlights what makes the university unique, such as student testimonials and graduation. By capturing this ‘evergreen’ video, we can quickly shift focus in social media platforms when challenges (or exciting changes like new apps) like this arise

     Caryn Tate, Senior Manager of Digital Marketing 

    The rise in alternative platforms for video marketing offers marketers a flexible approach by enabling the use of the same video content across multiple channels. This adaptability ensures that marketers can maximize their reach across multiple audiences by tailoring their content to the unique preferences of each platform. Additionally, marketers can now repurpose video files across platforms without worrying about intrusive cropping or coverage by platform-specific icons, titles, or captions. This ‘safe zone’ within a video guarantees visibility on all platforms, reducing the stress of potentially losing valuable messaging.  

    Consider These TikTok Alternatives for Your Video Marketing Needs: 

    • Instagram Reels  
    • Facebook Reels
    • YouTube Shorts
    • Reddit
    • LinkedIn

    If the TikTok ban goes completely undownloadable, schools need to take away how TikTok changed the social media playing field. It changed how brands entertain while delivering information. Schools can see what content was successful for the platform and how they can develop other content for different platforms. TikTok also showed how quickly audiences can adapt to social media platforms, meaning it is essential to stay up to date with all social media adaptations and changes.

    John Michael Szczepaniak, Senior Social Media Strategist

    The landscape of higher education marketing, like all sectors in the digital realm, is marked by constant evolution. As both consumers and marketers, we understand the importance of safeguarding our data and audiences across platforms. The potential fate of TikTok serves as a reminder that new platforms will inevitably emerge, challenging the status quo and reshaping how we engage with audiences. Just as marketers have navigated through shifts in platforms in recent years, adaptability and proactivity remain paramount. The resilience of marketers throughout history underscores the industry’s ability to weather such storms. While legal challenges to platforms like TikTok may present hurdles, they are just one of many bumps in the road, and with each challenge comes an opportunity for innovation and growth. 

    With the uncertainty around platforms like TikTok, now is the perfect time to adopt a multi-platform approach designed for the entire student journey. Our experts can help you build a resilient, full-funnel marketing strategy that drives enrollment, regardless of future shifts. Reach out today to start the conversation.  

    FAQs About the TikTok Ban

    This FAQ section will be regularly updated to reflect the latest developments regarding the TikTok Ban. Check back for new insights and answers to frequently asked questions.  

    How did we get here? 

    TikTok’s undeniable popularity surged during the pandemic, with lockdowns driving a significant increase in users.  During this time, the app saw a staggering 45% increase in monthly active users from July 2020 to July 2022. According to data from the 2024 Online College Students Report, 74% of online college students who use social media visit TikTok daily. With over 1 billion monthly active users, TikTok quickly became a major player in social media, known for its ability to spark viral trends and innovative marketing opportunities. However, its future is now uncertain due to growing regulatory and geopolitical challenges. As these issues continue to unfold, TikTok’s position in social media has become increasingly uncertain. 

    What is the current status of the TikTok ban? 

    While a complete US TikTok ban isn’t in effect yet, the situation is evolving rapidly. Several states have banned TikTok on government devices, and there’s ongoing discussion at the federal level about potential security risks and data privacy concerns. 

    4 steps marketers can take to safeguard their brand in light of the TikTok ban.

    How might a TikTok ban affect my marketing efforts? 

    TikTok ban could significantly disrupt your marketing efforts if you rely heavily on the platform to reach prospective students. Losing access to your TikTok audience and content could mean losing valuable brand awareness, engagement, and lead generation opportunities. 

    Are there any contingency plans I should have in place? 

    Absolutely. Don’t wait for a ban to happen before you act. Here’s what you should be doing: 

    • Diversify your social media presence: Focus on building a strong presence on other platforms like Instagram Reels, YouTube Shorts, and even emerging platforms relevant to your target audience. 
    • Download and save your existing TikTok content: This way, you’ll have a library of assets you can potentially repurpose on other platforms if needed. 
    • Focus on building your owned channels: Prioritize growing your email list, website traffic, and content marketing efforts to reduce reliance on any single platform. 
    • Engage with your TikTok followers on other platforms: Encourage them to connect with you elsewhere to maintain that connection. 

    What are the potential alternatives to TikTok for marketing purposes? 

    • LinkedIn: Enables targeted outreach to prospective students during their decision-making process, capitalizing on the platform’s reputation for credible professional networking and industry insights. 
    • Facebook and Instagram: Offer powerful tools for amplifying brand awareness, cultivating vibrant online communities, and driving early-stage engagement through diverse content formats and a vast, active user base. 
    • YouTube Shorts: Provide access to YouTube’s massive audience, allowing institutions to connect with prospective students through engaging short-form video content while also leveraging the platform’s strength in longer-form video. 

    How can I stay updated on the latest developments regarding TikTok bans? 

    To stay updated, don’t hesitate to leverage your EDDY resources, as we are always here to help you with your marketing and enrollment journeys! In addition, we recommend following Social Media Today and HubSpot’s Blog as resources for staying aware of the latest industry updates.  

    Links to additional resources about the latest news about TikTok:

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