Category: Online Student Recruitment

  • Email Marketing for Universities That Converts

    Email Marketing for Universities That Converts

    Reading Time: 11 minutes

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

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

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

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

    Discover how we can enhance your recruitment strategy today!

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

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

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

    Why Email? Why Now?

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

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

    Why is that?

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

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

    Know Your Audience: Meet Sophie

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

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

    Meet Sophie.

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

    See the difference?

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

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

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

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    Source: McMaster University

    Make It Personal: Segmentation and Customization

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

    Segmentation

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

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

    How to segment effectively? Think about the factors that distinguish your prospective students. Common segmentation angles in higher ed include:

    • Stage in enrollment journey: Are they brand-new inquiries, applicants, or admitted students? (More on this later.)
    • Academic interests: What program or major are they interested in? Emails tailored by program (e.g. Engineering vs. Liberal Arts prospects) will highlight different selling points.
    • Demographics/Location: Is the student international or domestic? High school senior or adult learner? Local or out-of-state? Each group may respond to different messaging.
    • Behavioural engagement: How have they interacted with your school so far? (Attended a webinar, downloaded a brochure, etc.) Those actions can trigger targeted follow-ups.

    Segmenting your list by criteria like these ensures each student gets content that speaks to their specific situation. As a result, your emails feel more relevant, and relevance drives results.

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

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    Source: The Cut Design Academy

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

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

    Personalization

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

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

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

    Let’s Look At Two Examples:

    • If a prospect has shown interest in your business program, your follow-up emails should reflect that. Highlight business-specific content such as alumni success stories, internship opportunities, and upcoming events related to the program. This reinforces relevance and keeps the student engaged with information they care about.
    • If a student clicks on a link about financial aid, your next email could focus on scholarships, bursaries, or affordability tips. This kind of targeted follow-up shows that you’re paying attention to their concerns. And students notice this effort.

    An EAB survey in 2024 found that 93% of students said receiving a personalized message from a college would encourage them to explore that school further.

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

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

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    Source: London Business School

    So, how can you infuse personalization into your campaigns? Here are a few proven tactics (think of these as the “little things” that yield big results):

    • Use dynamic fields: Most email platforms allow you to insert the recipient’s name or other attributes automatically. A subject like “John, here’s info on the Computer Science program you liked” is far more engaging than a generic “Learn about our programs.”
    • Tailor content to personas: If you’ve segmented by persona or interest, craft the email copy and images to match each segment. A student athlete might get an email highlighting campus sports facilities and team success, whereas a fine arts prospect might see content about your art studios or student exhibits.
    • Leverage behavioural data: Personalization can also be triggered by what a student does. For instance, “We noticed you started an application – here are the next steps,” or “Thanks for downloading our Nursing Program guide – would you like to attend a nursing info session?” These timely, relevant messages show that you’re paying attention and ready to help.

    In a nutshell, how do you develop a marketing strategy for a university? Start by defining clear goals (e.g., increase applications or improve yield), identify target audiences using personas, choose the right channels (email, social, SEO), create tailored content for each stage of the student journey, and measure results regularly to optimize performance.

    Align With the Student Journey

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

    Awareness

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

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

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    Source:  Algonquin College

    Consideration

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

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

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    Source: Miami Ad School

    Decision

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

    Enrollment

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

    The Anatomy of a Winning Email

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

    1. Craft Irresistible Subject Lines

    • Include first names or program names
    • Add urgency (“Last Chance!”) or exclusivity (“Just for You”)
    • Steer clear of spammy ALL CAPS and excessive punctuation

    Example:
     [Alex], Your Journey to an International Career Starts Here

    2. Write Compelling CTAs

    • Be specific and action-driven:
      • “Apply Now”
      • “Book a Call”
      • “Join the Webinar”
    • Explore more about email CTA best practices

    3. Optimize for Timing and Mobile

    • Test send times (mid-week often work well)
    • Mobile-first design is a must; 55% of emails are opened on phones
    • Responsive layouts = higher clicks and happier readers

    Stay Out of Spam and In Their Good Books

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

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

    Build Relationships With Drip Campaigns

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

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

    Track What Really Matters

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

    Here’s a smarter approach:

    • Use open rates to gauge subject line effectiveness (aim for 46–50%)
    • Analyze click-through rates to measure engagement, event invites can hit 15–25%
    • Most importantly, track conversion rates: Are students applying, booking meetings, or showing up?

    The data doesn’t lie. HEM’s insights show that most student bookings happen only after a lead is nurtured, sometimes weeks after their first touchpoint.

    Final Thoughts: Your Enrollment Power Tool

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

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

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

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

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

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

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

    Discover how we can enhance your recruitment strategy today!

    Frequently Asked Questions

    Question: What is educational marketing?

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

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

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

    Question: How can colleges increase enrollment?

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

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  • How to Advertise to College Students: Top Strategies

    How to Advertise to College Students: Top Strategies

    Reading Time: 14 minutes

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

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

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

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

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

    Why Marketing to College Students (18–24) Matters 

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

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

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

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

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

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

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

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

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

    Where and How to Reach Students in 2025

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

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

    1. Social Media Platforms

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

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

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    Source: TikTok

    2. Search and Video Advertising

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

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

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    Source: HEM

    3. On-Campus Media

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

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

    4. Email and Text Alerts: Direct and Personal Communication

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

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

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

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    Source: University of Texas at Austin

    5. Student Organizations and Influencers: Leveraging Peer Networks

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

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

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    Source: John Cabot University

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

    Current Trends in Digital and Social Media Marketing

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

    1. Short-Form Video & Challenges

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

    2. Authentic Influencer Content

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

    3. Interactive & User-Generated Campaigns

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

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

    4. Personalized, Geotargeted Ads

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

    5. Ephemeral & Live Content

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

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

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    Source: R-MA

    6. Values-Driven Messaging

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

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

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    Source: Loughborough University

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

    On-Campus Advertising Strategies That Still Work

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

    1. Posters & Digital Billboards

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

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

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

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    Source: SDSU

    2. Tabling & Giveaways

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

    3. Campus Media Channels

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

    4. Residence & Academic Buildings

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

    5. Guerrilla Campaigns

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

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

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

    How to Advertise Events to College Students

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

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

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

    1. Use a Multi-Channel Strategy

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

    2. Lead with a Strong Hook

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

    3. Tap Into Peer Networks

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

    4. Leverage Campus Infrastructure

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

    5. Simplify Signups

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

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

    Creative Campaign Ideas to Spark Student Engagement in 2025

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

    1. ‘Day in the Life’ Video Series

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

    2. Hashtag Challenge

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

    3. Scavenger Hunt Campaign

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

    4. Student Spotlight Series

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

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

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

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    Source: AAPS YouTube

    5. Themed Pop-Up + Livestream

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

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

    Best Practices for Student Advertising

    To ensure your marketing is both effective and respectful, consider these key principles:

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

    Do you want to master the nuances of marketing to college students?

    Contact Higher Education Marketing for more information. 

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

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

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

    Frequently Asked Questions

    Question: Where can I advertise to college students?

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

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

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

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

    Answer: Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.



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  • Email Marketing & Student Retention in Higher Education

    Email Marketing & Student Retention in Higher Education

    Reading Time: 11 minutes

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

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

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

    Discover how we can enhance your recruitment strategy today!

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

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

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

    What Is the Meaning of Student Retention?

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

    But while the metric is important, it doesn’t tell the whole story. Retention intersects with numerous aspects of the student experience, including:

    • Academic preparedness and performance
    • Emotional and mental well-being
    • Financial stability and support
    • Social integration and sense of belonging
    • Clarity around future goals and career pathways

    In short, high retention signals that a school is providing the tools and environment students need to thrive. Low retention often suggests systemic gaps that need attention, whether in support services, communication, or curricular alignment.

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

    Why Do Some Students Stay and Others Leave?

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

    1. Academic Challenges

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

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

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

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    Source: OFTC

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

    2. Lack of Community or Belonging

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

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

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

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    Source: AAPS

    3. Financial Stress

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

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

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

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    Source: City, University of London

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

    4. Unclear Career Direction

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

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

    5. Personal and Mental Health Struggles

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

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

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

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    Source: DCC

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

    How Email Marketing Supports the Entire Student Journey

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

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

    Year One: Onboarding and Early Support

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

    Effective first-year campaigns include:

    • A welcome series that introduces campus leaders, outlines what to expect, and provides a friendly tone of engagement
    • Resource emails such as “How to Book Time With an Academic Advisor” or “Top Study Spots on Campus”
    • Surveys and wellness check-ins asking students how they’re doing and connecting them to specific supports based on their responses
    • Invitations to student orientation events, campus fairs, and mentorship programs

    This early outreach reduces anxiety and builds a relationship of trust. When students know they can expect relevant, useful information in their inbox, they are more likely to engage with their institution in meaningful ways.

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

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    Source: John Cabot University

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

    Sophomore and Junior Years: Momentum and Direction

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

    Email campaigns that support these years often focus on:

    • Important academic milestones, such as major declarations, registration deadlines, or capstone requirements
    • Career development, including internship announcements, networking events, or resume-building resources
    • Personal development opportunities, like study abroad, research assistantships, or leadership training
    • Wellness and retention-focused campaigns that flag disengaged students and prompt follow-up from advisors.

    By continuing to communicate thoughtfully during this middle phase, institutions can ensure students maintain their momentum and receive targeted interventions before problems escalate.

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

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    Source: SMU

    Senior Year: Graduation and Beyond

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

    Senior-focused email strategies may include:

    • Step-by-step graduation guides that include deadlines for forms, fees, and ceremonies
    • Invitations to career prep workshops, mock interviews, or job search bootcamps
    • Highlight reels of student accomplishments or alumni stories to boost morale and confidence
    • Communications from deans or student leaders congratulating seniors and offering final words of encouragement

    Example: NeuAge’s digital content provides career advice and skill-building tips as part of the institution’s ongoing commitment to graduates’ success. NeuAge also promotes free online workshops and webinars (often via LinkedIn and email) led by industry experts, giving current students and recent grads extra opportunities to network and upskill.

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    Source: NeuAge Institute

    Best Practices for Retention-Focused Email Campaigns

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

    1. Segment Thoughtfully

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

    2. Use Automation With Intention

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

    3. Focus on Value

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

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

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    Source: ENSR

    4. Monitor and Adjust

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

    5. Collaborate Across Departments

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

    Why Email Marketing Belongs in Your Retention Strategy

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

    More than a tool for reminders or promotions, email can:

    • Prevent students from slipping through the cracks
    • Foster emotional connection and institutional pride
    • Reinforce the idea that success is not only expected, but supported

    Ultimately, when students feel informed, included, and inspired, they are more likely to persist through challenges and complete their degrees. And that’s the heart of any successful retention strategy. Would you like to work on effective strategies for greater Higher Ed Student Retention?

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

    Discover how we can enhance your recruitment strategy today!

    Frequently Asked Questions

    Question: What is the meaning of student retention?

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

    Question: What is retention in higher education?

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

    Question: What are the reasons for student retention?

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

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  • Redefining Student Success with Digital Marketing and CRM

    Redefining Student Success with Digital Marketing and CRM

    Reading Time: 10 minutes

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

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

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

    Try the HEM Student Portal!

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

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

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

    Below are components of a comprehensive student success definition:

    • Academic Achievement: Mastering course material and maintaining strong GPAs
    • Persistence and Retention: Continuing enrolment term after term until graduation
    • Personal Development: Cultivating critical thinking, communication skills, and emotional intelligence
    • Engagement and Belonging: Finding community through meaningful campus involvement
    • Career Readiness: Building the confidence and skills needed for post-graduation success

    As EDUCAUSE, a prominent education technology organization, points out, student success programs “promote student engagement, learning, and progress toward the student’s own goals through cross-functional leadership and the strategic application of technology.” This reaffirms the fact that true success calls for a harmonious relationship between human connection and technology. 

    Measuring What Matters: The Metrics of Achievement 

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

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

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

    Student success metrics commonly include:

    • Retention Rates: The percentage of students who return for subsequent terms
    • Graduation Rates: How many students complete their degrees within expected timeframes
    • Academic Performance: Beyond grades—how students grow intellectually over time
    • Student Engagement: Participation in everything from research opportunities to campus events
    • Student Satisfaction: Feedback that reveals how students experience their education
    • Post-Graduation Outcomes: Career placement, graduate school acceptance, and alumni achievements

    Away from these quantifiable measures, today’s schools value the essence of student-defined success. For them, it could be a first-generation student finding their voice, an international student building cross-cultural friendships, or a working parent balancing studies with family life. The schools that manage to combine statistical trends with individual stories will ultimately get the most complete picture of things. 

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

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    Source: ULM FlightPath

    Digital Marketing: Setting the Stage for Success

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

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

    Here’s how digital marketing strategies  can help nurture student success:

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

    Examples: Gonzaga’s English Language Center moved from siloed data to a Student Success CRM on Salesforce, improving collaboration and early-alert capabilities for ESL learners.

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    Source: Gonzaga University

    CRM Tools: The Backbone of Student Support

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

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

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

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    Source: King’s College – CRM Advise

    Here are six ways CRM tools elevate student success in higher education:

    1. Centralizing the 360° Student View: Modern CRMs integrate data from admissions, advising, financial aid, and student life to create comprehensive student profiles. When an advisor can see that a struggling student is also working 30 hours weekly, they can provide more targeted support.
    2. Enabling Early Alerts: By analyzing patterns like missed assignments or decreased LMS activity, CRMs can identify at-risk students before a crisis develops.
    3. Automating Support Workflows: Smart CRMs ensure consistent communication throughout the student journey. From congratulatory messages when students ace exams to gentle nudges when they miss classes, automated workflows maintain continuous engagement without overwhelming staff.
    4. Providing Data-driven Insights: Institutions can analyze which interventions are best-suited to promote student success, using comprehensive data collection.
    5. Streamlining Administrative Processes: By simplifying registration, financial aid processes, and advising appointments, CRMs eliminate frustrating barriers that might otherwise derail student progress.
    6. Promoting Community: Many platforms include features that connect students with mentors, study groups, and support communities. These all help to nurture the sense of belonging that anchors students during challenging times.

    With solutions like Mautic by HEM, schools can enjoy robust CRM and marketing automation tailored specifically for them. The platform provides a central hub where you can manage all of your leads, applicants, agents, and parent contacts, enabling personalized support throughout the student lifecycle.

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

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    Source: HEM

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

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

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    Source: HEM

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

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    Source: WMU Student Success Hub Training

    The Impact of Dedicated Success Programs

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

    What is a student success class in college? It’s a course designed to help students be successful in college. It aims to help students properly navigate both academic requirements and college culture. Here is a list of subjects that these classes typically cover:

    • Effective study strategies tailored to college-level expectations
    • Time management techniques for balancing academic and personal demands
    • Campus resource navigation, introducing students to everything from tutoring to counselling
    • Financial literacy skills to manage college costs
    • Stress management and wellness practices
    • Career exploration and professional development

    Research continues to show that the students who complete these courses earn more credits and have a higher graduation rate than those who don’t participate. 

    The Power of Storytelling in Student Success Marketing

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

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

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

    Tips to Boost Student Success with Marketing and CRM

    Institutions looking to take advantage of digital marketing and CRM tools more effectively should consider these practical strategies.

    1. Use Data to Personalize Outreach: Segment your communications based on student interests, challenges, and milestones to provide relevant support throughout their journey.
    2. Implement Early Alert Systems: Configure your CRM to identify warning signs like decreased engagement or academic struggles, enabling timely, personalized interventions.
    3. Integrate Your Systems: Ensure your marketing automation, CRM, and student information systems communicate seamlessly for a complete view of each student’s experience.
    4. Maintain Consistent Communication: Develop messaging flows that accompany students from prospective inquiry through graduation while remaining authentic and supportive.
    5. Leverage Student Feedback for Content: Gather testimonials and success stories that inspire current students and set realistic expectations for prospects.
    6. Train Your Team on Tools: Invest in comprehensive training so everyone, from admissions counselors to faculty advisors, can effectively use your CRM to support student success.

    Example: GSU’s Student Success 2.0 initiative includes implementing an enterprise CRM for a unified student record and early-alert triggers to boost retention by up to 1.2 % annually, with the National Institute for Student Success (NISS) also set up to that effect.

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    Source: GSU Student Success 2.0 Initiative

    Creating a Culture of Success: A Holistic Approach

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

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

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

    Try the HEM Student Portal!

    Frequently Asked Questions

    Question: What is the definition of student success?

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

    Question: How to measure student success in higher education?

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

    Question: What is a student success class in college?

    Answer: It’s a course designed to help students be successful in college. It aims to help students properly navigate both academic requirements and college culture.

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  • 2025 Social Media Playbook for Education Marketers

    2025 Social Media Playbook for Education Marketers

    Reading Time: 12 minutes

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

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

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

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    The New Social Landscape: Multiple Platforms, Multiple Touchpoints

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

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

    Here’s a brief outline of the roles that different social media trends and platforms can play in your education marketing efforts.

    • Instagram: Great for visual storytelling, event promotions, and engaging reels showing student experiences.
    • TikTok: Ideal for short, fun, and informative content that drives brand awareness among younger audiences.
    • YouTube: The best place to show long-form videos, student testimonials, virtual tours, and other educational content.
    • Facebook: Essential for connecting with parents, alums, and local communities.
    • LinkedIn: Great for professional connections and showing academic credibility, targeting parents and graduate prospects.

    While having a presence across key platforms is essential, mastering the content formats that resonate most, particularly short-form video, has become equally critical.

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

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    Source: John Cabot University 

    Short-Form Video: The Undisputed Champion

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

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

    “Your goal is to freeze the thumb,” as one marketing expert puts it, creating content compelling enough to make someone stop scrolling. For best results, it is crucial to create educational short-form videos along these lines:

    • 1. Day-in-the-life glimpses: A student takes viewers through their campus routine
    • 2. Quick tips/educational snippets: A professor explaining a complex concept in 30 seconds
    • 3. Behind-the-scenes peeks: Showing areas of campus rarely seen on official tours
    • 4. Celebration moments: Capturing authentic reactions during events like graduation or move-in day
    • 5. “Did you know” facts about your institution’s unique features or history

    How can schools use short-form video to attract students? The key to creating winning short-form videos is to go for authenticity. Start by identifying what makes your institution stand out, whether it’s a unique program, a beloved campus tradition, or exceptional career outcomes. 

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

    The Authenticity Advantage: User-Generated Content

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

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

    Here are some ways to incorporate UGC in your education marketing efforts:

    • Find your existing ambassadors: Search your school’s hashtags and location tags to find students already creating content about your institution. These natural enthusiasts often make the best collaborators.
    • Create participation opportunities: Develop challenges, contests, or hashtag campaigns encouraging content creation. For example, a “#MyFirstDayAt[YourSchool]” campaign can generate authentic content while welcoming new students.
    • Feature diverse voices: Ensure your UGC represents various perspectives, undergraduate and graduate students, international students, faculty members, alumni at different career stages, and parents.
    • Provide gentle guidance without controlling: When working with student content creators, provide general themes or questions but allow their authentic voice to shine through. Over-scripting defeats the purpose.
    • Amplify and appreciate contributors: Always credit creators when sharing their content and express genuine appreciation. This encourages continued participation while signaling to others that their contributions are valued.

    Example: Harvey Mudd College frequently posts user-generated content of its students on its social media pages, like this one featuring a day-in-the-life of a sophomore engineering student posted on TikTok.

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    Source: HMC

    Social Media as Search Engines: Optimizing for Discoverability

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

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

    Here are some key steps to improve your school’s visibility in social media searches:

    1. Profile optimization: Treat your social profiles like mini homepages. Use clear, keyword-rich descriptions, consistent branding, and up-to-date contact information across all platforms.
    2. Content that answers questions: Create videos and posts that address common queries, such as “What’s the student-faculty ratio at [Your School]?” or “What’s housing like at [Your School]?” These directly match what prospective students search for.
    3. Strategic hashtags and keywords: Research what terms and keywords your target audience uses when searching for educational content. Incorporate these naturally into your posts, captions, and hashtags.
    4. Geo-tagging: Always tag your location in posts. Many users search by location when researching schools in specific areas.
    5. Consistent posting: Regular activity signals relevance to algorithms, improving your visibility in search results.

    It is important to note that these social platforms have different search algorithms; a hashtag strategy that worked on Instagram may need to be adjusted for TikTok or LinkedIn. To make your school more discoverable, explore and learn what best practices apply to each platform and what topics drive current conversations.  

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

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    Source: Randolph Macon College

    Platform-Specific Strategies That Drive Results

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

    Facebook

    Often dismissed as an “older person” platform, Facebook continues to be key to reaching parents who double as key decision-makers for many prospective students. It is great for community building and event promotion. Here’s how to successfully use Facebook marketing for schools in your social marketing campaigns:

    • Use Facebook Events for open houses, application deadlines, and virtual info sessions
    • Create targeted ad campaigns using Facebook’s detailed demographic filters
    • Establish groups for admitted students or parents to foster community
    • Share longer-form content like student success stories and program highlights

    Instagram

    Instagram is a predominantly visually driven platform favored by people of different age groups. It is great at showcasing campus aesthetics and student experiences.

    • Post high-quality photos showcasing campus beauty and student life
    • Use Stories for day-in-the-life content, quick announcements, and behind-the-scenes glimpses
    • Create highlight collections for key topics (Admissions, Student Life, Athletics)
    • Utilize Reels for short-form video marketing
    • Leverage the Explore page for discovery by new audiences

    TikTok

    TikTok, the fast-growing epicenter of youth engagement and viral content, is important for reaching Gen Z. Some students now select schools based on how the schools will look on TikTok.

    • Create authentic, entertaining content that aligns with platform trends
    • Feature charismatic students or faculty who connect naturally with viewers
    • Participate in challenges relevant to education (with your institutional twist)
    • Use TikTok’s native editing tools and popular sounds to boost algorithm visibility
    • Don’t be afraid of humor and personality. TikTok rewards authenticity over polish

    YouTube

    YouTube for education favors long-form content and resources that can be searched.

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

    LinkedIn

    LinkedIn is an underutilized tool that can help shape your education marketing. It is great for engaging parents, graduate prospects, and professionals.

    • Share thought leadership from faculty and administrators
    • Highlight alum success stories and career outcomes
    • Post about research innovations and academic achievements
    • Engage in industry conversations relevant to your programs
    • Encourage faculty and alumni to mention your institution in their profiles

    Example: The University of Connecticut regularly posts news about its recent graduates, alumni, and students on its LinkedIn page. The LinkedIn post below highlights the success of its recent graduates.

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    Source: University of Connecticut

    Making Engagement Fun: The Gamification Advantage

    Education marketing should be serious and informative, but serious does not mean bland and uninspiring. This is where gamification comes in, for fun and engaging learning. With gamification, you incorporate game-like elements and interactive content into your school’s content, effectively turning passive scrolling into active participation. Here are some gamification content and approaches:

    • Instagram Story quizzes about campus facts or traditions
    • TikTok challenges that showcase student creativity
    • Digital scavenger hunts across your website and social platforms
    • “Day in the life” simulation content where viewers “choose their adventure”
    • Trivia contests showcasing interesting institutional facts

    Tapping Cultural Currents: Trends Worth Embracing

    Trends are the main driver of conversations across social media. Connecting your content to a broader cultural conversation can give your school more relevance in the social space. Follow these three trends to place your institution in a position of opportunity.

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

    Example: The University of Illinois runs a mental health and awareness program with a full complement of staff and resources committed to student and staff welfare on campus.

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    Source: University of Illinois

    Be Data-Driven and Adaptive

    Successful social media marketing calls for consistency in learning and adaptation. Platform algorithms are subject to regular changes that affect content visibility and engagement. Here’s what you can do to stay visible and ahead of the curve:. 

    • Monitor metrics to identify which content types perform best
    • A/B test different formats and approaches
    • Stay alert to algorithm changes and platform updates
    • Focus on generating quality engagement (comments, shares)
    • Adopt new platform features early for visibility boosts
    • Use AI tools for social media marketing thoughtfully to enhance (not replace) your creativity

    From Likes to Links: Driving Website Conversions

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

    To effectively bridge the gap between interest and action, here are a few tips worth considering:

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

    Building Your School’s Social Media Playbook 

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

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

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

    See the full Webinar here:

    YouTube videoYouTube video

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    Frequently Asked Questions

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

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

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

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

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

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

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



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  • Private School Marketing: SEO Strategies for Visibility

    Private School Marketing: SEO Strategies for Visibility

    Reading Time: 8 minutes

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

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

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    The Unique Challenges of Private School SEO

    Private schools face a distinct set of Search engine optimization challenges that require tailored solutions – can you relate to any of these? 

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

    How can you create a strategy that offsets these unique challenges? Let’s explore the importance of SEO and how you can implement it effectively. 

    The Importance of SEO for Private School Marketing

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

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

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

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    Best Practices for Optimizing SEO for Private Schools

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

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

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

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    Source: HEM

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

    1. Conduct Thorough Keyword Research

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

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

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

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    Source: HEM

    2. Optimize On-Page SEO Elements

    Once the right keywords have been identified, they should be strategically incorporated into website elements such as:

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

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    Source: HEM

    3. Create High-Quality, Engaging Content

    Content marketing is an essential component of SEO. Private schools should focus on producing valuable, informative, and engaging content that answers common questions and concerns of prospective families. This includes:

    • Blog posts on topics like “How to Choose the Right Private School for Your Child.”
    • Parent testimonials and student success stories.
    • Virtual campus tours and video interviews with faculty.
    • FAQs addressing tuition, admissions, and extracurricular activities.
    • In-depth guides on topics such as “How to Apply for Financial Aid at a Private School” or “What to Expect in Your Child’s First Year of Private School.”

    Publishing fresh, relevant content regularly helps keep the website dynamic and signals to search engines that the site is actively maintained.

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

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    Source: CTS College of Business & Computer Science

    4. Implement a Local SEO Strategy

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

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

    5. Enhance Website Performance and User Experience

    Search engines prioritize websites that offer a seamless user experience. Private schools should ensure their websites are:

    • Fast-loading: Page speed impacts rankings, so schools should optimize images, leverage browser caching, and minimize code.
    • Mobile-friendly: With many parents researching schools via mobile devices, responsive design is essential.
    • Secure: HTTPS encryption builds trust and improves rankings.
    • Structured with Clear Calls-to-Action (CTAs): Encouraging prospective students and parents to schedule a visit, request information, or apply online enhances conversions.

    A well-structured site with intuitive navigation reduces bounce rates and encourages visitors to explore more pages.

    6. Build a Strong Backlink Profile

    Backlinks, links from other reputable websites to a school’s site, signal authority to search engines. Schools can earn high-quality backlinks by:

    • Partnering with local businesses and educational organizations.
    • Contributing guest posts to education-related blogs.
    • Issuing press releases about notable achievements or events.
    • Getting listed in school directories, alumni association pages, and educational forums.

    Additionally, ensuring the school is listed on authoritative education directories and accreditation bodies’ websites can further boost credibility.

    7. Leverage Social Media for SEO

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

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

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    Source: Rundle Schools | Instagram

    Get Support to Elevate Your Private Schools SEO Strategy 

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

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

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    Frequently Asked Questions 

    Question: How to market a private school? 

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

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

    Answer: Maintain active profiles on platforms like Facebook, Instagram, and LinkedIn, regularly sharing engaging content and linking back to key web pages. Encouraging faculty, alumni, and students to share content can increase organic reach and generate social signals that indirectly benefit SEO.

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  • Using UGC and Authentic Storytelling For Education Marketing

    Using UGC and Authentic Storytelling For Education Marketing

    Reading Time: 9 minutes

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

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

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    What Is User-Generated Content (UGC)?

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

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

    The Unique Advantages of User-Generated Content in Education Marketing

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

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

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

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

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    Source: HEM

    What Is Authentic Storytelling in an Educational Marketing Context?

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

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

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

    The Advantages of Authentic Storytelling in Education Marketing

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

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

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

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

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

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

    Encourage Student-Generated Social Media Content

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

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

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

    Source: TikTok

    Feature Student and Alumni Testimonials

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

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

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

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    Source: Academy of Applied Pharmaceutical Sciences | YouTube

    Develop Long-Form Content With Authentic Storytelling

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

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

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

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    Source: Algonquin Careers Academy

    Highlight Behind-The-Scenes Content

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

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

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

    Source: AMDA College | TikTok

    Run UGC Contests and Campaigns

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

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

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    Source: Seguin High School | Instagram

    Get Support as You Elevate Your Education Marketing Strategy

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

    For over 15 years, Higher Education Marketing has crafted successful digital marketing strategies for schools worldwide. Our deep understanding of education marketing allows us to design multichannel campaigns that drive engagement and enrollment. We provide  tailored services, including:

    • Content Marketing
    • Search Engine Optimization (SEO)
    • Social Media Marketing
    • Paid Advertising Campaigns

    Partner with us to harness the power of storytelling in education and leverage the benefits of user-generated content to drive real engagement. Contact us today to explore how our expert digital marketing solutions can transform your student recruitment efforts and enhance your institution’s online presence.

    Struggling with enrollment?

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

    Frequently Asked Questions

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

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

    Question: What is the power of storytelling in education? 

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



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  • Top 10 Private School Marketing Ideas

    Top 10 Private School Marketing Ideas

    Reading Time: 10 minutes

    Are you an administrator or marketer at a small private school? If so, you likely face unique challenges in growing your school community. Unlike large institutions with extensive resources, your budget may be more limited, and your brand may not have the same level of recognition. Yet, your school likely offers something invaluable: a personalized, high-quality educational experience that deserves greater visibility. Your marketing strategy should spotlight the unique selling points that differentiate your private school from other institutions. 

    How do you market a small private school? Traditional outbound marketing methods, such as print ads and direct mail, are costly and less effective in today’s digital market. Instead, try inbound marketing,  a group of strategies that offer a cost-efficient and impactful way to attract, engage, and retain families interested in your school. Keep reading to explore ten effective private school marketing ideas that will grow your community.

    Struggling with enrollment?

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

    What Is Inbound Marketing and Why Is It Ideal for Private Schools Like Yours?

    Inbound marketing is a strategy that focuses on attracting prospective families to your school through valuable content, SEO, social media engagement, and other digital efforts. Instead of pushing advertisements onto audiences who may not be interested, inbound marketing creates meaningful connections with families actively looking for the right educational institution.

    If you’re wondering how to market a new private school using inbound strategies, remember that the key is to build trust and provide the right information at the right time. Parents today research extensively before choosing a school for their children. Though many outbound strategies remain relevant today, namely to increase visibility, offer useful content, address concerns, and showcase your school’s strengths. Inbound marketing can position your institution as the best choice. Now, let’s explore specific ways that you can grow your private school community.

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    Source: HEM

    10 Proven Inbound Marketing Strategies for Private Schools

    Incorporating these tactics into your marketing strategy can reach your target audience, create relationships by providing value, and incite desired action. An effective private school marketing campaign combines several, if not all, of the techniques discussed below. If any are missing from your current plan, now’s the time to start implementing them! 

    1. Create a High-Quality, SEO-Optimized Website

    Your website is the foundation of your school marketing strategy. It must be visually appealing, easy to navigate, and optimized for search engines. Parents should find essential information, such as tuition, curriculum, testimonials, and admissions requirements quickly and effortlessly. A well-structured website should include dedicated pages for admissions, academic programs, extracurricular activities, and student life. 

    Ensuring mobile responsiveness and fast load speeds will improve user experience and increase engagement. Incorporating multilingual and culturally adapted content can expand your reach, particularly if you’re targeting international students. Regularly updating your website with blog posts, news, and event details ensures prospective parents see a dynamic, engaged school community.

    Example: Are you trying to expand your private school community beyond borders? If so, you’ll want to borrow this effective SEO technique from Crimson Global Academy. Below, you’ll see that they’ve tailored their site content to different countries and used subdirectories in their URLs.

    Using sub-directories (/uk/, /ca/) signals to search engines that the content is tailored for a specific region. Google prioritizes localized content in search results, meaning parents and students searching for private schools in their home country are more likely to find your institution.

    The benefits of this SEO strategy are far-reaching. They include broadened international reach, higher performance in multilingual searches, and higher click-through rates due to relevance.

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    Source: Crimson Global Academy

    2. Develop Engaging Blog Content

    A well-crafted blog is a valuable resource for current and prospective families, positioning your school as a thought leader in education. By publishing informative and engaging content, you can address parents’ most pressing concerns, showcase student success stories, and highlight what makes your school unique.

    For example, you can write about how to help children transition to a new school successfully by offering expert advice and real-life experiences from parents and students. Another great topic is discussing the benefits of small class sizes and how they enhance student learning, highlighting the personalized attention and academic advantages your school provides. 

    You can also explore how your school’s curriculum prepares students for future success in higher education and beyond, showcasing testimonials from alumni who have excelled. Additionally, sharing success stories from students and faculty can illustrate the positive impact of your educational programs. 

    Finally, providing a step-by-step guide for parents navigating the private school admissions process can ease their concerns and position your school as a supportive and transparent institution. Consistently publishing high-quality blog posts improves search engine rankings, making your school more visible to families searching for private education options.

    Example: The Great Lakes College of Toronto publishes blogs relevant to their prospects – students from all over the world interested in attending prestigious Canadian universities. With their target audience in mind, GLCT creates content that provides value. For example, learning tips for ESL learners, how to prepare for Canadian universities, and much more. Make sure your blog content aligns with your site visitors’ needs and provides valuable information.

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    Source: Great Lakes College of Toronto

    3. Leverage Social Media Marketing

    Social media platforms like Facebook, Instagram, and LinkedIn are powerful tools for building community and engagement. Your school can foster stronger connections with prospective and current families by posting student achievements, behind-the-scenes content, and faculty highlights.

    Live Q&A sessions can address frequently asked questions about your school’s programs and admission process. Hosting interactive polls, student takeovers, and parent testimonials can increase engagement and trust.

    Additionally, investing in paid social media advertising can expand your school’s reach to target families actively searching for private school options. Schools can also create private Facebook groups for prospective and current parents, providing a space for questions and engagement.

    Example: This Instagram post from CLS West Covina highlights the strength of the school community. In addition to academic excellence, your private school should highlight other features of the student experience that contribute positively to learning, such as extracurricular activities, a nurturing environment, community involvement, global awareness, and more. Social media remains the perfect stage for your school’s unique selling points.

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    Source: CLS West Covina | Instagram

    4. Implement a Lead Nurturing Email Campaign

    Once a prospective family expresses interest, it’s essential to maintain communication through well-crafted email campaigns. Personalized drip campaigns can guide them through enrolling, providing timely information about your school, key deadlines, and success stories from current students. 

    Automated email sequences can include welcome emails, event reminders for open houses, and curriculum overviews. A segmented approach, where emails are tailored to different stages of the admission journey, can significantly improve conversion rates. Sending personalized content based on user interaction, such as downloadable brochures, testimonials, and exclusive invitations, keeps families engaged throughout the decision-making process.

    5. Use Video Marketing to Showcase Your School’s Culture

    Video content is one of the most effective ways to give prospective families an immersive experience of your school. Creating high-quality video tours, faculty introductions, and student testimonials can provide a dynamic look into daily life at your institution. Highlighting classroom environments, extracurricular activities, and real-world student experiences can create an emotional connection with families. 

    Short-form videos on platforms like Instagram Reels and TikTok can help boost engagement among younger audiences, while long-form content on YouTube and your website can provide in-depth insights. Hosting live virtual tours where prospective families can ask real-time questions enhances engagement.

    6. Optimize Your Google My Business Profile

    Many parents start their search for private schools on Google. A fully optimized Google My Business profile ensures your school appears in local search results with accurate contact details, reviews, and images. Encouraging satisfied parents to leave positive reviews can significantly enhance your school’s online reputation.

    Regularly updating your profile with recent photos, upcoming events, and engaging posts can make your school stand out among competitors. Answering common parent inquiries directly on your profile, such as tuition costs and curriculum highlights, helps streamline decision-making. Additionally, responding promptly to positive and negative reviews demonstrates strong community engagement and builds trust with prospective families.

    Example: This is what your private school looks like in search results when you optimize your Google My Business account. This essential feature provides an easily digestible snapshot of your institution, presents a professional image to web users, and makes it much easier for your target audience to find you.

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    Source: Groton School | Google

    7. Host Virtual and In-Person Open Houses

    In today’s digital landscape, virtual open houses offer a convenient way for parents to learn about your school from anywhere. In-person tours and interactive virtual sessions cater to a broader audience while answering common questions in real time.

    A well-structured open house should include live presentations from school leaders, faculty members, and current students who can share their experiences. Offering breakout sessions for different grade levels or programs allows parents to focus on the most relevant aspects of your school. 

    Additionally, incorporating Q&A panels, video tours of classrooms and facilities, and even virtual meet-and-greet opportunities with teachers can help prospective families get a more personal feel for your school’s community. Recording these sessions and making them available on your website also ensures that families who couldn’t attend live still have access to the information.

    Example: Queen Anne’s School makes it a priority to offer prospects a positive first impression through in-person “Open Morning” events and a virtual tour to showcase their beautiful campus. They also offer personal tours, group tours on site, taster days, and taster boarder experiences to accommodate every prospect’s preferences. Wow future students and their families by giving them a taste of your unique student life experience.

    YouTube videoYouTube video

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    Source: Queen Anne’s School

    8. Invest in Paid Digital Advertising

    While organic traffic is essential, strategic paid advertising can help small private schools reach highly targeted audiences. Google Ads and Facebook Ads can be optimized to reach families searching for private school options in your area.

    Displaying retargeting ads to parents who previously visited your website can help keep your school top-of-mind. Running A/B tests on ad creatives and messaging can improve ad performance and maximize return on investment.

    9. Create Downloadable Resources to Capture LEADS

    Providing valuable downloadable resources, like e-books, checklists, and guides, can encourage prospective families to share their contact information. For instance, a downloadable guide on “Choosing the Right Private School for Your Child” can position your institution as an industry expert while generating qualified leads. Interactive tools, such as school comparison charts and tuition calculators, can further engage visitors and increase conversion rates.

    To maximize the effectiveness of downloadable resources, schools should ensure that these materials are highly relevant, visually appealing, and easy to understand. Including real-world examples, student success stories, or insights from school faculty can add credibility and value. 

    Additionally, placing lead capture forms strategically throughout the website, such as on admissions pages, blog posts, and program descriptions, can encourage more sign-ups. Schools can also create exclusive content for different stages of the enrollment journey, such as a “First-Time Parent’s Guide to Private School Admissions” or a “Step-by-Step Checklist for Enrollment Success,” providing tailored resources that guide families through the decision-making process. Regularly updating these materials ensures they remain relevant and aligned with current education trends.

    10. Utilize Retargeting Strategies

    Most parents don’t enroll immediately after visiting your website. Retargeting strategies, such as displaying ads to users who previously visited your site, can help keep your school top-of-mind. This ensures interested families receive gentle reminders to revisit your offerings and complete the application process. Email remarketing campaigns can also re-engage families who started but did not complete an application.

    To enhance retargeting effectiveness, schools should segment their audience based on engagement levels, such as visitors who viewed tuition pages, downloaded an admissions guide, or attended a virtual open house. Personalized messaging, such as an email featuring student testimonials or a special enrollment incentive, can encourage hesitant families to take the next step. 

    Schools can also leverage dynamic display ads that adjust content based on a user’s previous website activity, like showing program-specific ads for those who viewed a particular course or highlighting upcoming admissions deadlines. Schools can effectively nurture leads and increase enrollment conversions using a multi-channel approach, combining retargeting ads with personalized email follow-ups.

    Getting Professional Marketing Support Can Help Your Private School Grow

    Navigating the complexities of digital marketing can be overwhelming, especially for small private schools with limited resources. That’s where expert guidance can make all the difference. 

    At Higher Education Marketing, we specialize in helping educational institutions maximize their online presence through customized inbound marketing strategies. Whether you need assistance with content creation, SEO, social media management, or lead nurturing, our team of education marketing experts ensures that your school effectively reaches its target audience.

    With over 15 years of experience, we understand the nuances of school marketing ideas and tailor our solutions to your institution’s specific needs. Our digital marketing services include:

    • SEO Optimization
    • Paid Advertising Campaigns
    • Social Media Management
    • Website Development
    • Email Marketing Automation

    Start Growing Your Private School Today

    By embracing inbound marketing, your small private school can attract the right families, establish a strong online presence, and build a thriving school community. Whether you’re looking to optimize your digital strategy, refine your content marketing approach, or improve engagement through paid advertising, HEM is here to help. 

    The combination of a strong website, engaging blog content, an active social media presence, and targeted email marketing ensures that your school remains visible and competitive in the evolving field of education.

    Struggling with enrollment?

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

    Frequently Asked Questions

    Question: How do you market a small private school?

    Answer: Traditional outbound marketing methods, such as print ads and direct mail, are costly and less effective in today’s digital market. Instead, try inbound marketing,  a group of strategies that offer a cost-efficient and impactful way to attract, engage, and retain families interested in your school.

    Question: How to market a new private school?

    Answer: The key is to build trust and provide the right information at the right time. Parents today research extensively before choosing a school for their children. Though many outbound strategies remain relevant today, namely to increase visibility, offer useful content, address concerns, and showcase your school’s strengths. Inbound marketing can position your institution as the best choice.

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  • The Importance of an Alumni Network

    The Importance of an Alumni Network

    Reading Time: 9 minutes

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

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

    Struggling with enrollment?

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

    What’s an Alumni Network?

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

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    Enriching Education: The Power of an Alumni Network

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

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

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

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

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    Source: Ivey Business School

    The Unique Marketing Benefits of Alumni Networks

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

    Your Alumni Network Offers Valuable Social Proof

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

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

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

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

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    Source: Boston University

    Driving Organic Traffic

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

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

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

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

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    Source: Instagram

    Mentorship and Career Services as a Unique Selling Point

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

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

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

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

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

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    Source: McMaster University

    Building a Strong Alumni Network

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

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

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

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

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

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

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    Source: Stellenbosch University | YouTube

    Elevating Your School’s Reputation Through Alumni Success

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

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

    Struggling with enrollment?

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

    Frequently Asked Questions

    Question: Why is alumni networking important? 

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

    Question: What is the value of alumni networks?

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

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  • Roles in Educational Marketing Strategies

    Roles in Educational Marketing Strategies

    Reading Time: 8 minutes

    Are you wondering what sort of systems your school needs to streamline processes, enhance communication, and maximize student success? Two critical tools in this digital transformation are Customer Relationship Management (CRM) systems and Learning Management Systems (LMS). If you’re thinking about which kinds of systems to implement – CRM vs LMS? 

    While both play vital roles in educational institutions, their functions, benefits, and implementation strategies differ significantly. Understanding the difference between CRM and LMS and integrating them into your educational marketing strategy can provide a powerful edge. In this blog, we provide all of the guidance you’ll need to get started.

    Simplify student management and boost recruitment efficiency!

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

    What Is a CRM System?

    In an educational marketing context, a Customer Relationship Management (CRM) system is designed to manage interactions with prospective and current students. You can use CRM systems to track leads, nurture relationships, and streamline admissions workflows. These tools are indispensable if you’re looking to optimize your marketing and recruitment efforts by ensuring every prospective student receives personalized attention at the right time.

    CRM systems often include features such as lead tracking, segmentation, automated workflows, communication tools, and analytics. By providing insights into the enrollment journey, CRMs help schools allocate resources more effectively and improve conversion rates. A robust CRM can also support long-term engagement by keeping alumni connected to the institution.

    What is the best CRM for schools? Every school is different but generally, to choose the best CRM platform for your school, you should prioritize a system tailored to the education sector, like Mautic by HEM, which offers tools for lead management, personalized communication, and data-driven insights to streamline your admissions and marketing efforts.

    Built on the Mautic open-source marketing automation platform, it offers a comprehensive solution for managing leads, automating communication, and gaining insights into recruitment performance. With features such as contact management, campaign workflows, and lead scoring, Mautic by HEM helps schools supercharge their marketing and admissions efforts.

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    Do you want to know how to use CRM and LMS to take your student experience to the next level? Contact us for a demo

    What Is an LMS?

    What is the purpose of LMS in education? A Learning Management System (LMS) is a platform designed to deliver, track, and manage educational content and student learning experiences. LMS platforms provide the infrastructure for online learning, offering tools for course creation, assignment tracking, progress monitoring, and student engagement. Schools use LMS platforms to enhance in-person and online education by providing a centralized hub for learning resources and communication.

    In addition to managing educational delivery, an LMS can provide valuable data on student performance and engagement, allowing educators to tailor instruction and support to individual needs. HEM’s Student Portal System, which includes a Student Information System (SIS), is an example of how an LMS can be integrated into an institution’s broader ecosystem. It streamlines everything from course scheduling to attendance tracking, creating a seamless experience for educators and learners.

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    CRM vs LMS: Key Differences

    Although CRM and LMS systems serve different purposes, they often complement each other in educational marketing strategies. The primary distinction lies in their focus: CRM systems are designed to manage relationships with prospects and current students, while LMS platforms are dedicated to managing the delivery of educational content.

    A CRM system focuses on pre-enrollment activities, such as lead generation, nurturing, and conversion. It ensures prospective students receive timely, relevant information encouraging them to apply and enroll. By contrast, an LMS supports post-enrollment activities, including course delivery, student engagement, and academic tracking.

    Despite their distinct roles, both systems share a common goal: improving the student experience. By integrating CRM and LMS platforms, schools can create a cohesive journey from initial contact to graduation and beyond.

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    Source: HEM

    Benefits of a CRM System in Educational Marketing

    Implementing a CRM system in your school’s marketing strategy can yield several benefits. CRMs streamline lead management by organizing contacts, tracking interactions, and automating follow-ups. This allows your admissions team to focus on high-priority leads while ensuring no prospect falls through the cracks.

    Mautic by HEM, for instance, empowers schools to create automated workflows for tasks such as email marketing, SMS campaigns, and event registrations. These tools help nurture leads effectively, moving them through the enrollment funnel. The platform’s robust reporting capabilities provide deep insights into the success of your marketing efforts, enabling data-driven decision-making.

    CRMs also enhance personalization. By segmenting leads based on criteria such as program interest, location, or stage in the admissions process, schools can deliver tailored messages that resonate with each prospect. This level of customization increases engagement and improves conversion rates.

    Example: One principal benefit of using a CRM for your school is access to detailed data that you can use to make your next move. The report below demonstrates how you can track registrations, what program the prospect has registered for, the prospects’ registration progress, and payment statuses. This is enough to craft and send a personalized follow-up message – a process that can be automated on CRMs like Mautic.

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    Source: Mautic | Higher Education Marketing

    Benefits of an LMS for Educational Institutions

    An LMS enhances the learning experience by providing a centralized platform for educational content and resources. Students can access course materials, submit assignments, and communicate with instructors from anywhere, fostering flexibility and accessibility.

    LMS platforms also facilitate data collection, allowing educators to monitor student performance and identify areas for improvement. By tracking metrics such as course completion rates, assessment scores, and engagement levels, schools can make informed decisions to improve outcomes.

    HEM’s Student Portal System exemplifies how an LMS can integrate seamlessly into an educational institution. With features such as course scheduling, attendance tracking, and performance reporting, it streamlines administrative tasks while enhancing the student experience. This dual functionality ensures that both educators and learners have the tools they need to succeed.

    Example: Here, the learning benefits of Ontario eSecondary School are outlined plainly – they offer quick support, access to expert teachers, and personalized help. An LMS significantly improves the student experience by providing resources that enrich lessons and offer support from staff. 

    An LMS is particularly essential for online academies like Ontario eSecondary School in order to provide structure and necessary resources to students; however, with an increasingly tech savvy student population that tends to expect online options, an LMS can benefit any school. 

    The second image demonstrates how courses can be delivered using LMS tools. Your aim should be to improve student experience by creating an interactive learning experience. This can be accomplished by integrating communications and multi-media tools with your LMS.

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    Source: Ontario eSecondary School

    Implementing a CRM System: Actionable Advice

    To implement a CRM system effectively, start by identifying your school’s specific needs and goals. Consider factors such as the size of your admissions team, the complexity of your enrollment process, and the channels you use to communicate with prospects.

    Next, select a CRM system designed for the education sector. Mautic by HEM is an excellent choice, offering features such as automated workflows, lead scoring, and detailed reporting tailored to the unique challenges of student recruitment. Requesting a demo is a great way to explore the platform’s capabilities and determine how it aligns with your goals.

    Once you’ve chosen a CRM, focus on integration and training. Ensure the system integrates with your existing tools, such as your website and email marketing platforms. Provide thorough training for your team to ensure they can use the CRM effectively. Finally, monitor performance and gather feedback to refine your processes over time.

    Implementing an LMS: Actionable Advice

    When implementing an LMS, start by defining your educational goals. Consider the types of courses you offer, the level of interactivity you want to provide, and the needs of your students and instructors.

    Select an LMS that aligns with these goals. HEM’s Student Portal System, for example, offers a comprehensive solution for managing courses, tracking attendance, and monitoring student progress. By integrating these functions into a single platform, the system simplifies administration while enhancing the learning experience.

    Ensure your LMS is user-friendly and accessible. Provide training for instructors and students to maximize adoption. Regularly review performance metrics to identify areas for improvement and ensure the platform continues to meet your institution’s needs.

    Example: Here, the SP Student Information System is being used for course planning. LMS systems like this help you centralize the information that students need to retain lessons and complete their assignments. Be detailed and clear when providing lesson information.

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    Source: Student Information System

    Combining CRM and LMS for Maximum Impact

    While CRM and LMS systems serve different purposes, integrating them can create a seamless experience for both prospective and current students. For example, data from your CRM can inform personalized communication with enrolled students through your LMS. Similarly, insights from your LMS can help you refine your marketing efforts by highlighting the types of content and courses that resonate most with learners.

    HEM’s suite of solutions, including Mautic by HEM and the Student Portal System, offers an integrated approach to educational marketing and administration. By combining the strengths of CRM and LMS platforms, schools can create a unified strategy that supports students at every stage of their journey.

    It’s Time to Get Started!

    LMS vs CRM? Instead of choosing one over the other, try focussing on how each system contributes to your educational marketing strategy. A CRM system like Mautic by HEM helps schools attract and convert prospective students, while an LMS like HEM’s Student Portal System ensures those students have an exceptional learning experience. By leveraging both tools, schools can optimize their processes, enhance engagement, and achieve their goals more effectively.

    If you’re ready to take your school’s marketing and administrative efforts to the next level, consider exploring HEM’s Mautic and Student Portal solutions. With the right tools and strategies in place, your institution can thrive in today’s competitive educational landscape.

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    Frequently Asked Questions

    Question: What is the best CRM for schools? 

    Answer: Every school is different but generally, to choose the best CRM platform for your school, you should prioritize a system tailored to the education sector, like Mautic by HEM, which offers tools for lead management, personalized communication, and data-driven insights to streamline your admissions and marketing efforts.

    Question: What is the purpose of LMS in education?

    Answer: A Learning Management System (LMS) is a platform designed to deliver, track, and manage educational content and student learning experiences.

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