Category: Online Student Recruitment

Best Practices for Higher Education Websites
Reading Time: 15 minutes

Your website is no longer just a digital brochure. It’s the heart of your institution’s marketing, recruitment, and student engagement efforts. For most prospective students, it’s the very first touchpoint, and their decision to inquire, apply, or move on often hinges on what they find there.

More than 90% of students visit a college or university website during their school search. That means your site must not only attract attention but deliver a seamless experience that inspires trust and action.

What does that look like? It’s a blend of smart navigation, compelling visuals, personalized content, and performance that works flawlessly across all devices. It’s also about serving many different audiences, students, parents, alumni, and staff, without sacrificing clarity or focus.

In this article, we break down the 7 best practices for higher education websites, with examples from institutions putting them into action. These proven strategies will help your school build a web presence that engages users and drives real results, from exploration to enrollment.

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1. Ensure a Mobile-Responsive, Mobile-First Design

Smartphones are the default browsing tool for most prospective students and their parents. If your institution’s website doesn’t offer a seamless mobile experience, you’re not just frustrating users; you’re losing them.

Why is mobile responsiveness crucial for higher education websites? Most students browse on mobile devices. A mobile-responsive site ensures readability, easy navigation, and fast loading, key for user experience and search rankings. Without it, your site could rank lower on Google and lose over half of the visitors who abandon slow or poorly displayed pages.

Mobile responsiveness means your content adjusts fluidly to any screen size, from smartphones to tablets. This isn’t a nice-to-have feature; it’s a necessity. Google now uses your site’s mobile version to determine how it ranks in search results (a process known as mobile-first indexing). If your site isn’t optimized for mobile, both your visibility and your credibility take a hit.

But it’s not just about rankings. A mobile-first experience shapes how users perceive your brand. Nearly half of students (49%) say a positive mobile experience improves their view of a college, while a poor one can turn them away entirely.

At a minimum, your site should:
- Use a responsive design that automatically adjusts layouts for smaller screens
- Collapse navigation into a clean, mobile-friendly format
- Display readable text without requiring zoom
- Feature buttons and links that are easy to tap
Example: California Baptist University delivers a standout mobile experience. Its responsive design stacks content cleanly for smaller screens, while large, tappable calls-to-action make it easy for prospective students to explore programs or request information. The site balances function and aesthetics, showing that CBU understands what mobile users need and delivers it.

Source: California Baptist University

How can improving website speed benefit my higher education institution? Faster websites reduce bounce rates and keep users engaged longer. Prospects find what they need quickly, improving their impression of your institution. Speed also boosts SEO rankings and increases the chances of conversions like form submissions or brochure downloads.

A smooth mobile journey doesn’t just meet expectations, it sends a clear message: your institution is accessible, student-focused, and ready to meet users where they are.

2. Optimize Your Site’s Speed and Performance

Speed matters. Gen Z users expect instant access, and if your pages lag, they’ll bounce, sometimes before they’ve even seen your programs.

How fast is fast enough? According to Google, 53% of mobile visitors abandon a page if it takes more than 3 seconds to load. On the flip side, mobile sites that load in 5 seconds or less enjoy 70% longer average sessions and 35% lower bounce rates than slower counterparts.

Beyond user frustration, slow sites impact your visibility. Google uses page speed as a ranking factor, so sluggish load times can tank your SEO and conversions.

To keep your site performing at its best, follow these key practices:
- Compress images and media. Use modern formats like WebP and apply compression tools to reduce file sizes without sacrificing quality.
- Minify code and enable caching. Clean up your HTML, CSS, and JavaScript, and use browser caching to speed up page loads for returning visitors.
- Implement a Content Delivery Network (CDN). CDNs serve content from servers closest to the user, minimizing delays caused by physical distance.
- Limit heavy third-party scripts. Only use plugins and scripts that are essential—too many can drag your site’s performance down.
- Test regularly. Tools like Google PageSpeed Insights, GTmetrix, or Lighthouse help you spot bottlenecks like oversized images or slow server response.
Example: University of Arkansas at Little Rock (UA Little Rock): In March 2025, UA Little Rock rolled out a major website overhaul that improved both user experience and performance speed. A key move was transitioning to modern cloud hosting, which “ensures greater reliability, multiple backups, and improved site performance,” especially during peak or emergency periods. The web team also streamlined the site’s content (trimming 8,000+ pages down by 30%) and modernized the codebase, which reduces load times by eliminating bloat.

Source: University of Arkansas at Little Rock

Why this matters for higher ed: Even a one-second improvement in page load time can make a measurable difference in how long users stay and what actions they take. A fast website tells students you’re efficient, professional, and respectful of their time, a small detail that leaves a big impression.

If your site is slow, it’s time to speed things up.

3. Implement Strong SEO to Boost Search Visibility

You can have the most beautifully designed website in the world, but if prospective students can’t find it, it won’t deliver results.

That’s where search engine optimization (SEO) becomes critical. Most college students rely on search engines to explore programs, compare schools, and research next steps. If your institution doesn’t appear in those search results, you risk missing out on a massive share of qualified leads.

Think about the intent behind queries like:
- “Best MBA programs in Canada”
- “Colleges in Toronto for computer science”
- “Online diploma in healthcare administration”
If your pages don’t show up, students won’t even know to consider you.

Here’s how to strengthen your SEO strategy and stay visible throughout the student journey:

Keyword Optimization

Start with the language students use. Research long-tail keywords that reflect real queries (e.g., “online MBA in finance” or “career college digital marketing course”). Then, use those terms naturally in your:
- Program page titles and H1 headers
- Metadata and image alt text
- Body content and subheadings
This improves your rankings and helps students quickly identify whether your offerings match their needs.

High-Quality, Student-Centric Content

Search engines prioritize helpful content. So do students. Build rich pages and blog posts that answer common questions about admissions, tuition, career outcomes, or student life. Content that educates, informs, and reassures will keep users engaged and build trust.

Gen Z doesn’t want to dig for answers. Make them easy to find, and you’ll win the click.

On-Page SEO Basics

Each page on your site should have:
- A unique meta title and description featuring relevant keywords
- Structured headings (H1, H2, H3…)
- Descriptive image alt text for both accessibility and SEO
These basic elements are easy to overlook, but they make a real difference in how Google interprets and ranks your content.

Technical SEO and User Experience

Your site’s infrastructure plays a big role in search visibility. Prioritize:
- Mobile-friendliness (as covered in Section 1)
- Fast page load times
- Secure browsing (HTTPS)
- Logical, crawlable URLs
- Fixes for broken links and outdated pages
Google rewards user-friendly experiences. So do your prospective students.

Local and International SEO

Have a physical campus? Make sure your Google Business Profile is claimed and accurate. Serving international audiences? Offer multilingual content or geo-targeted landing pages to attract global prospects.

Example: When ENSR partnered with Higher Education Marketing (HEM) in 2019, the school sought to improve its online visibility and attract more qualified leads. HEM implemented a comprehensive SEO strategy that included technical website improvements, bilingual content creation, and targeted Google Ads campaigns. These efforts significantly enhanced ENSR’s search rankings and increased high-quality inquiries from families seeking international education in Switzerland.

Source: HEM

Why this matters: SEO isn’t a quick win; it’s a long-term strategy. But done right, it builds sustained visibility across every stage of the student journey.

A prospect might first find your blog post about how to choose a business school. Weeks later, they search for [Your University] campus life. Eventually, they return to your site to click Apply Now. SEO ensures you’re present at each step.

And since over 90% of students visit your website before applying, showing up in search isn’t just a marketing boost, it’s mission-critical.

What role does SEO play in the success of a higher education website?

SEO helps your site appear in search results when students research programs. Strong SEO brings qualified traffic, builds credibility, and ensures your programs are seen, without relying solely on paid ads.

SEO brings it all together. A fast, accessible, content-rich, and mobile-optimized site naturally ranks better. That means more visibility, more engagement, and more students taking the next step with you.

4. Make Your Content Accessible and Inclusive to All Users

Accessibility is now a fundamental expectation. Your website should serve everyone, including users with visual, auditory, motor, or cognitive disabilities.

In the U.S., more than 61 million adults live with a disability, and in Canada are more than 27 million. Globally, the number reaches into the hundreds of millions. If your website isn’t accessible, you may be shutting out prospective students, parents, or staff who are eager to connect but simply can’t.

Beyond ethics, it’s also the law. New ADA Title II regulations in the U.S. now require public colleges and universities to comply with WCAG 2.1 Level AA standards. Similarly, Canada’s AODA (Accessibility for Ontarians with Disabilities Act) sets a comparable benchmark for accessibility. Failure to comply with these standards can result in lawsuits, financial penalties, loss of federal funding, and significant reputational damage.

An inclusive website is no longer optional. It’s a legal, ethical, and strategic imperative.

Best practices for accessible higher education websites:
- Follow WCAG 2.1 AA guidelines. This includes alt text for images, captions or transcripts for videos, strong color contrast, and keyboard-friendly navigation.
- Use semantic HTML. Headings, lists, and ARIA landmarks help users navigate with screen readers and assistive tech. Avoid flashy layouts that confuse accessibility tools.
- Write descriptive link text. Replace vague links like “click here” with actionable, informative phrasing: Download the admissions brochure, for example.
- Test with real users. Use accessibility checkers and consult individuals who rely on screen readers or other assistive devices; automated tools often miss real-world issues.
Why this benefits everyone: Captions aren’t just for deaf users; they help second-language learners, mobile viewers, and anyone watching a video in a noisy space. High-contrast design improves readability in bright light or on low-quality screens. And clean navigation benefits all users, whether or not they rely on assistive technology.

Accessibility makes your site better for everyone and signals your commitment to equity and inclusion.

Example: Otis College of Art and Design proves that accessible websites don’t have to be boring. Their visually bold, design-forward site includes thoughtful accessibility features, like the ability to pause animated content and high-contrast elements that enhance readability. It’s proof that inclusive design and creativity can go hand in hand.

Source: Otis College of Art and Design

By prioritizing accessibility from the start, your institution not only meets regulatory standards, but it also opens the door to more prospects and strengthens its reputation as a place where everyone belongs.

5. Design Intuitive Navigation and User-Friendly Interfaces

Higher education websites often contain a massive amount of information, program details, admissions requirements, campus services, student life, alumni resources, and more. Without clear navigation, this wealth of content can quickly become overwhelming.

If prospective students can’t find basic information like how to apply, what programs you offer, or where to request info, they won’t stick around. They’ll simply move on to another institution that makes things easier.

Your goal? Make exploration effortless: Navigation should be clean, logical, and centered around user needs, not internal structures or department silos. Every menu, page layout, and search function should guide visitors toward their goals with clarity and speed.

Tips for intuitive higher ed site navigation:
- Use simple, student-focused labels. Stick to clear menu items like “Programs,” “Admissions,” “About Us,” and “Contact.” Avoid institutional jargon. Limit top-level menu items to avoid overload, and organize deeper pages using dropdowns or mega menus.
- Design for user journeys, not just departments. Group content around tasks or audience needs. Instead of listing academic departments, consider categories like Plan, Start, Succeed, or even Explore Programs and Find Support.
- Add a powerful, visible search bar. Nearly 50% of high school students use site search to navigate college websites. Make your search box easy to find on every page and power it with intelligent search tools that can handle typos and suggest relevant results as users type.
- Create clear user paths for different audiences. Persona-based navigation (e.g., Prospective Students, Current Students, Parents, Alumni) lets visitors self-identify and jump directly to what matters to them. This reduces cognitive load and improves time-to-information.
- Make CTAs impossible to miss. Buttons like Apply Now, Request Info, and Visit Campus should be visually distinct and consistently visible across key pages.
- Maintain styling and structural consistency. Don’t make users relearn how to navigate with every new section. Ensure the styling, placement, and behavior of menus remain predictable and responsive for mobile users.
Example: Eastern Iowa Community Colleges: EICC structures its top-level navigation around the student journey with three clear categories: Plan, Start, and Succeed. This not only simplifies decision-making but also shows a deep understanding of student concerns. The site also includes an “I’m most concerned about…” section: addressing common hesitations head-on, with empathy and clarity.

Source: Eastern Iowa Community Colleges

A user-friendly website doesn’t just look polished; it feels helpful. Smart navigation says, “We understand your needs, and we’ve made it easy to find what you’re looking for.” Higher education website design can be the difference between a visitor who bounces and one who applies.

6. Provide Engaging Content and Clear Calls-To-Action

Content is what transforms a higher ed website from a digital brochure into a dynamic recruitment tool. Prospective students don’t just want information; they want answers, inspiration, and a glimpse of what their future might look like at your institution.

They’re searching for:
- Program details
- Admission requirements
- Tuition costs
- Campus life
- Career outcomes
- Student experiences
Your job is to deliver that content in a way that’s clear, engaging, and actionable.

Best Practices for Content That Drives Enrollment:

Showcase your academic programs clearly.
Each program should have a dedicated page that covers curriculum highlights, faculty expertise, admissions requirements, and career prospects. Schools should prioritize program-level content because it’s the first place prospects look.

Use rich media to bring your campus to life.
Photos, videos, virtual tours, and infographics add emotional and visual depth that text alone can’t match. Consider a homepage hero video, a student life highlight reel, or virtual walkthroughs of your campus and classrooms.

Incorporate authentic student voices.
Today’s students want real stories. Feature testimonials, student spotlights, or day-in-the-life content that reflects your community’s diversity and vibrancy. Whether it’s a video diary from a nursing student or a blog from an international applicant, authenticity builds trust.

Keep your content fresh.
Outdated information erodes credibility. Make it a priority to update admissions deadlines, program details, and tuition info regularly. Maintain a blog or news section to show your campus is active, but don’t let fresh content bury essential evergreen pages like Programs or How to Apply.

Guide users with clear, strategic CTAs.
Every important page should ask: What’s the next step? Then answer it with a bold, well-placed button. Whether it’s “Apply Now,” “Download a Program Brochure,” or “Book a Virtual Tour,” your CTAs should stand out visually and match the context of the page.

Example: OCAD University (Canada) redesigned its admissions website with a bold visual identity, simplified navigation, and CTAs tailored to the user journey, like “Get Portfolio Help” or “Start Your Application.” The results? Within weeks of launch, the site saw a 21% increase in visits and a 15% increase in applicants. The combination of user-first content and clear actions paid off.

Source: OCAD University

Content also reinforces every other best practice:
- Accessible content means adding alt text and transcripts.
- SEO-optimized content means using keywords that align with search intent.
- Fast-loading content means using lightweight visuals and optimized media.
When your content delivers real value and your calls-to-action guide users clearly, you don’t just inform; you inspire. And that’s what drives conversions.

7. Integrate With a CRM for Lead Management and Personalization

A well-designed website gets visitors. A strategically integrated website gets conversions.

One of the most powerful ways to level up your higher ed site is by connecting it to a Customer Relationship Management (CRM) system. CRMs are central hubs for capturing, organizing, and nurturing prospective students through the enrollment journey.

When your website and CRM are integrated, lead data flows automatically from inquiry forms, newsletter signups, and event registrations into a centralized system, no more manual data wrangling, missed follow-ups, or siloed information.

Why CRM Integration Matters:
1. Instant lead capture and time savings
  Every time a prospect fills out a form, to download a course brochure or RSVP to an open house, their information is logged automatically in your CRM. This eliminates the need for staff to transfer spreadsheets or copy-paste emails. The result? Less administrative busywork and fewer mistakes, giving your admissions team more time to focus on real engagement.
2. Faster, personalized follow-up
  CRM integration lets you respond in real time. Someone requests info? They get a tailored email within minutes. And your recruiters are instantly notified with the lead’s details, so they can follow up while your institution is still top of mind. Prompt follow-up, especially within 24 hours, greatly increases contact and conversion rates. A connected CRM makes that speed possible.
3. Personalized web experiences
  Advanced CRMs like HubSpot or Mautic allow you to show smart CTAs and dynamic content based on the visitor’s behavior. If someone has already attended a webinar, your site might offer “Schedule a One-on-One Consultation” instead of “Register for Info Session.” Personalization like this increases engagement and accelerates movement through the funnel.
One institution used smart CTAs to tailor messaging for return visitors. New users saw English test prep offers, while returning prospects saw “Start Your Application” prompts, resulting in higher click-through and application rates.
1. Full visibility into the student journey
  Every interaction, form fill, email open, and event attendance is tracked in the CRM. Your team gets a 360° view of each lead’s engagement, helping them tailor conversations and prioritize follow-ups. You can also track which web pages and campaigns are driving the most conversions, helping you optimize over time.
For example, CRM data may reveal that campus tour sign-ups convert at twice the rate of general inquiries. Insights like these help you double down on what works.
1. A seamless, consistent user experience
  From a student’s perspective, CRM integration reduces friction. They won’t have to fill in the same information twice. Communications feel timely and relevant. Even if a staff member changes, the CRM ensures continuity, so the conversation picks up where it left off.
Behind the scenes, your team gains confidence that every lead is being handled properly, with full history and context at their fingertips.

The tools and payoff

Higher education institutions are increasingly using education-focused CRMs like HubSpot or HEM’s Mautic CRM. These tools enable automation at every stage, from capturing leads to triggering nurture emails to customizing website CTAs.

Example: Griffith College, Ireland’s largest independent college, partnered with Higher Education Marketing (HEM) to implement HubSpot CRM for more efficient lead management and personalized student recruitment. Through a comprehensive strategy that included conversion funnel audits, CRM staff training, automated workflows, and segmented lead nurturing, HEM helped Griffith streamline communications and improve follow-up with prospective students. As a result, the college achieved a 20% year-over-year increase in registered learners for its Spring 2023 intake.

Source: HEM

CRM integration does require some technical setup and cross-department coordination. But the payoff is immense: your website becomes a two-way communication platform, collecting insights, responding to actions, and guiding visitors toward enrollment with relevance and precision.

For institutions serious about scaling recruitment and deepening personalization, connecting your CRM to your website is no longer optional. It’s a modern best practice and a clear path to smarter, more successful digital engagement.

Build a Website That Drives Enrollment

Your website isn’t just a marketing asset; it’s your institution’s top recruiter. Every click, scroll, and form fill is a chance to move a prospective student closer to enrollment.

By applying these best practices for higher education websites, from mobile-first design and fast performance to SEO, accessibility, and CRM integration, you create more than just a polished digital presence. You build a site that informs, inspires, and converts.

In a crowded higher ed market, the schools that win are the ones that treat their website like the powerful recruitment engine it is. Make yours work harder, smarter, and more strategically, starting now.

Struggling with enrollment?

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

Frequently Asked Questions

Question: Why is mobile responsiveness crucial for higher education websites?
Answer: Most students browse on mobile devices. A mobile-responsive site ensures readability, easy navigation, and fast loading, key for user experience and search rankings. Without it, your site could rank lower on Google and lose over half of the visitors who abandon slow or poorly displayed pages.

Question: How can improving website speed benefit my higher education institution?
Answer: Faster websites reduce bounce rates and keep users engaged longer. Prospects find what they need quickly, improving their impression of your institution. Speed also boosts SEO rankings and increases the chances of conversions like form submissions or brochure downloads.

Question: What role does SEO play in the success of a higher education website?
Answer: SEO helps your site appear in search results when students research programs. Strong SEO brings qualified traffic, builds credibility, and ensures your programs are seen, without relying solely on paid ads.
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August 6, 2025
How to Launch a School Podcast in 7 Steps
Reading Time: 11 minutes

As of 2023, more than 464 million people listen to podcasts regularly, and this number is growing each year. And with over 70% of parents listening with their children, podcasts are a communication channel your school can’t afford to overlook.

Why does this matter for education marketing?

Because parents, students, and alumni increasingly expect content that’s on demand, easy to consume, and aligned with how they already engage with other brands. A podcast offers exactly that. It provides a way to humanize your institution, give voice to your values, and build stronger relationships with your audience, all without requiring a massive budget or full production studio.

Is a school podcast worth the effort?

Here’s the reality: Schools that use podcasting strategically are finding new ways to connect with prospective families, boost engagement, and increase brand awareness. Whether you’re trying to showcase your faculty, highlight student achievements, or simply keep your community informed, a podcast gives you a direct line to your audience’s attention.

First things first, what is a podcast in school? A school podcast is an audio series created by educators, students, or staff to share news, stories, or educational content. It can highlight campus life, feature interviews, or support learning, helping schools connect with their communities in an accessible, on-demand format.

This blog post breaks down seven clear steps for launching a school podcast, from planning and production to promotion and measurement.

Struggling with enrollment?

Our Digital Marketing team can help you generate more leads!

Step 1: Define Your Podcast’s Purpose

Before you record a single second of audio, it’s important to answer one key question: Why are we starting this podcast?

A well-defined purpose ensures your content stays focused and impactful. Are you hoping to:
- Attract and engage prospective families?
- Showcase student life and culture?
- Build thought leadership through staff and faculty interviews?
- Strengthen alumni connections?
The most successful school podcasts have a clear audience and goal. For example, a private school may want to build trust with prospective families by featuring authentic stories from teachers and students. A language institute might use a podcast to demonstrate teaching methods or highlight student success stories. A university could aim to strengthen alumni ties through interviews and updates.

Whatever the goal, be specific. Broad intentions like “we want to communicate better” are too vague. Instead, anchor your podcast in a focused objective, be it enhancing recruitment, increasing transparency, or offering value-added resources to your community.

Once the purpose is clear, ensure leadership is aligned. Gaining buy-in from school administrators and relevant departments will give your project momentum, credibility, and cross-functional support.

Example: Yale University’s admissions office launched an official podcast called Inside the Yale Admissions Office to pull back the curtain on their application process. Their goal was to demystify college admissions for prospective students by sharing firsthand insights from actual admissions officers. Because the project aligned perfectly with Yale’s outreach goals, it had strong internal buy-in. Admissions staff themselves host the show, with support from the Dean.

Source: Yale University

Pro tip: Avoid trying to appeal to everyone. Tailor your podcast to a specific listener group and let that clarity shape your voice, content, and messaging.

Step 2: Choose the Right Format

The best podcast format is the one that plays to your strengths and fits your resources. You don’t need to copy what others are doing. What matters most is that your format fits your team and speaks to your audience.

Popular school-friendly formats include:
- Interviews with staff, students, or alumni to spotlight personalities and accomplishments
- Thematic episodes exploring topics like student life, curriculum innovations, or study tips.
- Student-produced episodes that give learners ownership and boost engagement, or other types of user-generated content
- Roundtable discussions where multiple voices weigh in on a key theme.
Example: A great illustration of a defined concept is Stanford University’s The Future of Everything podcast, produced by its School of Engineering. The show’s premise is crystal clear – each episode explores how technology, science, and medicine are shaping our lives and future. Hosted by a Stanford bioengineering professor, it follows an interview format where experts discuss innovations in fields from AI to health care. This distinctive theme and structure leverage Stanford’s academic strengths and consistently deliver on what the title promises.

Source: Stanford University

Whatever you choose, aim for consistency in tone and structure. A 20-minute interview series sounds very different from a 10-minute solo voice memo, but either can be powerful if well-executed.

Remember: A podcast is more than a recording; it’s a conversation. Make space for authenticity and spontaneity to shine through.

Step 3: Build a Content Plan and Plan Episodes in Advance

Now that you’ve defined your purpose and format, it’s time to think long-term. One of the biggest mistakes new podcasters make is launching without a content roadmap. Jumping into production without a plan can lead to burnout or disjointed messaging.

Ask yourself:
- What themes or topics will we cover across the season?
- Which internal experts or guests should we feature?
- Are there recurring segments that can anchor each episode?
A solid content calendar will help you avoid scrambling for ideas and ensure your messaging supports broader marketing campaigns (like admissions deadlines, open houses, or graduation season).

Here’s an example of a 6-episode launch plan for a K–12 school podcast:
1. Welcome from the Head of School
2. A Day in the Life of a Student
3. Meet Our Parent Community
4. Inside the Classroom: A Faculty Roundtable
5. From Our Alumni: Life After Graduation
6. How We Support Student Wellbeing
Example: At Kent State University, the Division of Student Affairs took a strategic approach when launching its podcast. They deliberately planned the first season of the podcast to coincide with the university’s virtual orientation program for new students. Because orientation had moved online (due to the pandemic), the podcast team organized a series of episodes addressing topics incoming freshmen needed, essentially turning the podcast into a fun, on-demand extension of orientation. They collaborated with the orientation staff (Destination Kent State) to ensure content was relevant and even gathered feedback from that partnership to improve the show.

Source: Kent State University

Bonus tip: Batch-record your first few episodes in advance so you can launch with momentum and buffer time.

Step 4: Set Up Your Equipment and Software

Worried about needing a full recording studio? Don’t be. Getting started doesn’t require expensive equipment. Here’s a basic setup to launch your podcast with professional quality:

Essentials:
- Microphone: A USB mic like the Blue Yeti or Samson Q2U delivers clear, studio-like audio.
- Headphones: Avoid audio bleed and ensure consistent sound levels during editing.
- Recording Software: Tools like Audacity (free) or Descript (freemium) let you easily record and edit.
- Hosting Platform: Services like Buzzsprout, Podbean, or Anchor distribute your podcast to Spotify, Apple Podcasts, and Google Podcasts.
Tip for schools on a budget: Consider using your media or IT lab for recordings. You may already have access to podcast-friendly tools through student programs.

Example: At UC Berkeley, staff in the communications department use a variety of clever do-it-yourself strategies to produce high-quality podcasts on a tight budget, proving that high production value is possible even without a fancy studio or expensive equipment.

Source: UC Berkeley

Step 5: Record and Edit With Your Audience in Mind

Now it’s time to hit “record.” As you begin, remember that quality matters, not just in audio clarity, but in tone, pacing, and structure.

Keep your episodes:
- Concise. Aim for 15 to 30 minutes per episode. That’s long enough to deliver substance, but short enough to fit into a morning commute or lunchtime walk.
- Focused. Each episode should revolve around a single topic or theme. If you have more to say, turn it into a two-part series.
- Natural. Avoid reading from a script word-for-word. Outline your key points, then speak conversationally.
Editing is where your podcast becomes polished. Using editing software, you can tighten up the conversation, remove umms/uhs, add intro music or segues, and generally polish the recording. Aim to balance the sound levels between speakers and cut any extraneous digressions to keep the episode flowing. The goal is an episode that sounds natural but also stays on topic and within your desired length.

Don’t be discouraged if the first few recordings feel rough. Podcasting has a learning curve for everyone, and you’ll get more comfortable and skilled with each episode. Incorporate feedback from early listeners and continuously improve your technique.

Example: The team behind Bucknell University, which produces the College Admissions Insider podcast, began with two co-hosts from the admissions office and communications staff who had no prior podcasting experience. They weren’t trained radio personalities, but their deep knowledge of the admissions process and ability to communicate enabled them to create engaging episodes from the get-go. In their case, the hosts’ confidence and skill grew quickly as they recorded more sessions. After the first few episodes, they found their rhythm in interviewing guests and editing the content into a polished final product.

Source: Bucknell University

Pro tip: If editing feels overwhelming, explore student help or freelance editors. Podcast production is a great opportunity for cross-department collaboration.

Step 6: Publish and Distribute Your Podcast

With a finished episode in hand, it’s time to share it with the world. This step involves uploading your episode to your chosen podcast hosting platform and ensuring it gets distributed to all the major listening apps. The good news: once set up, this process is straightforward.

Start by choosing a podcast hosting service (if you haven’t already). There are many options – from free platforms like Anchor (Spotify for Podcasters) to paid hosts like Libsyn, Podbean, or Buzzsprout. The host is essentially where your audio files live and where your podcast’s RSS feed is generated. When you upload a new episode, your host will update the RSS feed, which in turn notifies podcast directories (like Apple Podcasts) to pull the new content.

Upload your MP3 file to the host and fill in the episode details: title, description, episode number, season (if applicable), etc. Use this metadata to attract listeners – write a clear, engaging description and include relevant keywords (e.g., “STEM education chat with our Science Department” or “Tips for college admissions interviews”). Also, upload your cover art if you haven’t already, as it will display on players.

Next, distribute your podcast. Submit the RSS feed to major platforms such as Apple Podcasts, Spotify, Google Podcasts, and Amazon Music. Many hosts provide one-click distribution or guides to do this. Usually, you only need to do the submission once for each platform; after that, new episodes will appear automatically. Don’t forget any niche or regional platforms popular with your audience. Essentially, you want your school’s podcast to be available wherever listeners might look.

Example: The University of Chicago hosts its award-winning Big Brains podcast on a platform that syndicates it widely – on the official UChicago site, the podcast page prominently offers subscribe buttons for Apple Podcasts, Spotify, and even YouTube. Once UChicago uploaded episodes and submitted their feed, their content became available across all those apps. In practice, this means a parent commuting to work can pull up Apple Podcasts and find the school’s show, while a student on Android might use Spotify to listen – the experience is seamless.

Source: University of Chicago

Step 7: Promote Your Podcast Across Channels

“If you build it, they will come” doesn’t quite apply in podcasting. After creating a podcast for students and other members of your school’s community, you have to actively promote your school podcast so that your community (and beyond) know it exists. Promotion is an ongoing step, not a one-time task.

Here’s how to promote your school podcast effectively:
- Website: Create a dedicated podcast page with episode archives and show notes.
- Social Media: Share episode clips, quotes, or audiograms on social media platforms like Instagram, Facebook, and LinkedIn.
- Email Marketing: Feature new episodes in newsletters or nurture campaigns.
- Admissions Materials: Mention your podcast in brochures or application confirmation emails.
- Student Portals and Alumni Networks: Make your episodes discoverable for internal and extended communities.
Example: Bucknell didn’t just publish episodes and hope people would find them. The university made the podcast an integral part of its outreach. They promoted it vigorously by including podcast links in emails to prospective students and parents, sharing episode clips on social media, and even running targeted online ads to reach more listeners.

Source: Bucknell University

Think beyond downloads: Use the podcast to reinforce messaging in other marketing assets like blog posts, webinars, or virtual tours.

Bonus Tip: Track Performance and Evolve

Like any marketing initiative, measurement is key. Use analytics tools (often provided by your podcast host) to track:
- Number of downloads
- Listener demographics
- Episode drop-off points
- Subscription growth
But don’t stop at the numbers. Solicit feedback from listeners. What do they want to hear more of? Which episodes resonated most?

Note: Your podcast will evolve. You might tweak your format, test new topics, or expand your production team. That’s a good thing. Podcasting, like all great content marketing, thrives on iteration.

Partner With HEM to Create an Authentic Podcast That Stands Out

Starting a school podcast isn’t about jumping on a trend. It’s about creating a platform to tell your school’s story in a compelling, authentic way.

Why are podcasts good for school? Podcasts are engaging, cost-effective, and easy to access. They help schools build trust, highlight culture, and communicate more personally with students, parents, and alumni, especially in today’s mobile-first world where audio content fits busy lifestyles.

In today’s crowded education market, families crave meaningful connections. They want to hear directly from your community, not just what you offer, but who you are. A podcast helps you do exactly that.

It’s a platform that humanizes your brand, showcases your values, and builds real relationships with your audience. In short, it allows your community to hear your voice, quite literally.

In a nutshell, the answer to the question “How do I make an academic podcast?” can be summed up in a few crucial steps. Start by defining your goal and audience. Choose a format, plan episodes, and use basic recording equipment or software. Feature faculty or students, keep episodes concise, edit for clarity, and publish on platforms like Spotify or Apple Podcasts. Promote it across your school’s channels.

Ready to bring your school’s story to life through podcasting? Start by defining your audience and recording a pilot episode. With each step, you’ll gain clarity and momentum.

If you’d like support planning your podcast strategy, identifying compelling topics, or aligning the content with your admissions goals, HEM is here to help.

Would you like to learn how to create a podcast for students?

Contact HEM for more information.

Struggling with enrollment?

Our Digital Marketing team can help you generate more leads!

Frequently Asked Questions

Question: What is a podcast in school?
Answer: A school podcast is an audio series created by educators, students, or staff to share news, stories, or educational content. It can highlight campus life, feature interviews, or support learning, helping schools connect with their communities in an accessible, on-demand format.

Question: Why are podcasts good for school?
Answer: Podcasts are engaging, cost-effective, and easy to access. They help schools build trust, highlight culture, and communicate more personally with students, parents, and alumni, especially in today’s mobile-first world where audio content fits busy lifestyles.

Question: How do I make an academic podcast?
Answer: Start by defining your goal and audience. Choose a format, plan episodes, and use basic recording equipment or software. Feature faculty or students, keep episodes concise, edit for clarity, and publish on platforms like Spotify or Apple Podcasts. Promote it across your school’s channels.
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July 2, 2025
Modern Student Portal: Transforming the Student Journey
Reading Time: 11 minutes

Higher education enrollment no longer begins with a handshake on campus; it starts the moment a student finds your website. That first digital interaction sets the tone for everything that follows. If the process feels outdated, impersonal, or clunky, students move on.

Modern applicants are tech-native. They expect fast responses, personalized support, and mobile-first tools that feel like the apps they use every day. Schools that deliver that level of experience build trust and convert more students. Those that don’t? They lose out, often silently.

A well-built student portal is your opportunity to meet those expectations head-on. It centralizes the entire admissions process, from initial inquiry to application to enrollment, into one streamlined, student-friendly platform. It also reduces stress, automates admin work, and gives admissions teams the tools they need to focus on students instead of paperwork.

This blog post breaks down how a modern portal transforms the student experience and what your institution needs to build one that works.

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

Try the HEM Student Portal!

What Is a Student Portal?

A student portal is more than an application tool. It’s a fully integrated digital experience that connects prospective students with your institution at every stage of their journey. The best portals:
- Guide students through applying, uploading documents, paying fees, and accepting offers
- Offer real-time updates and personalized communication
- Integrate with back-end systems to eliminate double entry and bottlenecks
In short, it simplifies life for students while maximizing your admissions team’s productivity.

What is the purpose of a student portal application tool? A student portal provides a centralized, secure platform for applicants and students to access essential services, like submitting documents, tracking applications, receiving updates, and completing enrollment tasks, streamlining communication between the institution and the student.

Why Student Portals Matter More Than Ever

The rise of Gen Z and Gen Alpha has transformed expectations. These are digital natives. They don’t tolerate friction, and they certainly don’t want to print forms or play email tag with admissions.

To put this into context, nearly 70% of students believe their university’s digital experience should match the quality of commercial platforms like Amazon or Facebook.

And it’s not just about convenience. A poor online experience can actively damage your brand and lead to lost enrollments. Whether you’re a large research university or a small career college, students expect you to meet them where they already are: online, on-demand, and on mobile.

A New Standard: Digital-First From First Click

The student journey doesn’t begin with an application form. It starts at the moment of first contact; usually a website visit, ad click, or social media link. A well-designed student portal captures this moment and turns it into momentum.

Replicating the admissions process online is all about providing prospective students with a valuable experience from the moment they land on your website until the day they start their courses.

That starts with smart lead capture tools:
- “Download a brochure.”
- “Schedule a virtual tour.”
- “Chat with our admissions team.”
- “Apply now.”
Each of these CTAs feeds into a connected CRM. That’s where the magic happens: the CRM begins tracking the prospect’s interests and behaviors and triggers follow-ups that feel personal, not automated.

Example: London Business School attracts applicants worldwide to its MBA program, so it streamlines the process by funneling everything through its online system. In fact, the school states that its “preferred format for receiving applications is via our online portal.” London Business School sends accepted candidates a series of email workflows that highlight unique aspects of the LBS experience, including video messages from faculty. These aren’t generic updates; they’re trust-building touchpoints.

Source: London Business School

From Interest to Application: Streamlining the Process

How does a student portal improve the admissions process? A student portal automates manual tasks, improves application visibility, accelerates document collection, and enhances communication. This reduces staff workload and provides a seamless experience for students, resulting in higher conversion rates and faster admissions cycles.

Once a student decides to apply, the expectations only grow. They want simplicity. They want speed. And they want control.

A modern student portal delivers all three by centralizing the application process into a single, intuitive interface. Students can:
- Create an account
- Save progress and return later
- Upload documents (transcripts, ID, essays)
- Track their application status in real-time
- Pay application fees securely
Example: Keio Academy of New York (a boarding school with students from over 30 countries) manages its intake via a dedicated Admissions Portal. Applicants create an account and complete all steps through the portal, downloading required forms and submitting their documents online. Importantly, exam results and admission decisions are posted on Keio’s portal as well; they do not send results by postal mail.

Source: Keio Academy of New York

What students expect in a digital application portal:
- A secure login system
- A mobile-friendly design
- Dynamic forms with autosave
- Document upload support
- Progress tracking
- In-portal or multi-channel messaging
- Transparent decision notifications
Example: University of British Columbia’s Applicant Service Centre provides a 24/7 window into one’s application. Applicants can log in to see real-time status updates, upcoming deadlines, and any outstanding items or fees needed to complete their file. Once admitted, UBC uses the same portal to guide students through the next steps: from accepting the offer online to planning finances and registering for courses, each step is laid out in order.

Source: University of British Columbia

Portals also cut down administrative chaos on the backend. Admissions teams benefit from CRM and SIS integration, automated workflows, and centralized communication tools. Instead of wasting time on data entry or chasing down missing documents, staff can focus on what matters: building relationships.

With centralized, automated workflows, institutions can save time and resources and improve tracking and reporting for better decision-making.

Beyond the Application: Supporting Students After Acceptance

Here’s a critical truth: admissions doesn’t end with an acceptance letter.

There’s a critical period between “You’re in!” and “I’m enrolled.” This is where many institutions experience summer melt: when admitted students silently drift away before showing up on campus.

A modern portal helps close that gap. Once accepted, students often get access to a new-student dashboard with a personalized checklist:
- Confirm acceptance
- Pay deposit
- Submit housing preferences
- Sign up for orientation
- Upload immunization records
- Apply for financial aid
The portal handles checklists, deadlines, and reminders, so students stay on track and don’t ghost between acceptance and enrollment.

Schools that automate this process don’t just reduce summer melt. They create a sense of structure, confidence, and connection before students even arrive.

Each task is tracked. Each deadline is visible. And the portal nudges students forward with timely reminders via email, text, or even WhatsApp.

And it’s not just about logistics. Portals can foster community through:
- Access to student forums
- Links to private social groups
- Welcome videos from faculty or alumni
Example: Loyola Marymount University takes engagement a step further with its “Future Lions” portal for admitted students. LMU’s portal serves as a one-stop welcome platform: new Lions are reminded to log in regularly for important enrollment information, access orientation resources, and even find roommates through a dedicated matching system. By consolidating these tools, LMU’s portal is actively building a community, connecting future classmates and helping them feel at home before they even set foot on campus.

Source: Loyola Marymount University

Choosing the Right Portal: What to Look For

What features should I look for in a student portal? Look for CRM and SIS integration, mobile optimization, multilingual support, payment processing, real-time messaging, automated reminders, customizable dashboards, and secure document uploads.

These are the features you can’t compromise on:

1. Mobile-Optimized Application Forms

Students are on their phones, and your application process better be, too. Forms should adapt to any screen size, load quickly, and allow uploads and progress saving without hassle.

Example: Concordia University (Canada) recently replaced its old applicant site with a unified Student Hub that offers single sign-on access to all student services – from applications to course registration – in one convenient interface. This new portal features a more modern user interface and is fully mobile-responsive.

Source: Concordia University

2. CRM Integration for Lead Management

Your portal should talk to your CRM in real time. Every form submission, download, or contact should create or update a record automatically, so no prospect slips through the cracks.

Example: Georgia State University’s admissions portal doesn’t stop at the acceptance letter; it presents each admitted student with a personalized “Next Steps” checklist to smoothly transition them toward enrollment. Upon acceptance, students unlock an Intent to Enroll form in their status checklist, allowing them to confirm their enrollment online without delay. All subsequent requirements – from submitting final transcripts to signing up for orientation – are tracked through the same portal, so nothing falls through the cracks.

Source: Georgia State University

3. Student Information System (SIS) Sync

From applicant to enrolled student, data should flow seamlessly. Integration with your SIS means no double entry and a smoother transition into class registration, billing, and campus life.

Example: The University of Melbourne provides a one-stop solution through its portal. This student portal provides a single place for students to manage course administration and university life. In practice, that means a student logs into one dashboard for everything: enrolling in classes, viewing schedules, checking financials, and accessing support resources.

Source: University of Melbourne

4. Automation for Reminders and Follow-Ups

Set up triggers for missing documents, incomplete applications, or upcoming deadlines. Automated nudges keep students moving forward and reduce the load on your staff.

5. Multichannel Communication Tools

Meet students where they are: email, SMS, chat, ideally all three. Your portal should support direct messaging, automatic confirmations, and personalized updates through multiple channels.

6. Live Application Tracking

Students hate waiting in the dark. Let them see whether their application is submitted, under review, or accepted, along with their checklist status and next steps.

Example: The University of Toronto directs every applicant to its “Join U of T” portal, where they can track application status, upload documents, and receive admission decisions all in one place. About a week after applying, students get instructions to access the portal and are told to check it regularly for status updates, required documents, and eventual offers. In fact, U of T applicants even accept their offers of admission through the portal instead of mailing forms.

Source: University of Toronto

7. Secure File Uploads and e-Signatures

From transcripts to ID cards and essays: make it simple and safe for students to submit everything online. Support all common file formats and include e-signing where needed.

8. Role-Based Access for Staff

Admissions, faculty reviewers, and financial aid each group needs the right level of access. Role-based permissions let your team collaborate efficiently without compromising security.

9. Internationalization Support

If you’re enrolling global students, your portal should handle different time zones, document types, phone number formats, and (ideally) multiple languages.

Example: The International Language Academy of Canada (ILAC), which enrolls students from dozens of countries in its English programs, emphasizes a fully digital application. Prospects are invited to “start your journey” by completing ILAC’s online form and making a payment, after which they receive an electronic letter of acceptance needed for visa processing; no paper forms or international mail delays.

Source: ILAC

10. Post-acceptance Workflow Tools

The portal shouldn’t stop working after admission. Use it for onboarding: orientation sign-ups, housing applications, deposit payments, and beyond. A one-stop platform improves both experience and yield.

A quick rule of thumb is, the more customizable and connected your system, the more you can reduce friction and boost results.

Example: Northwest Career College in Las Vegas is a more intimate vocational school that prides itself on personal guidance. Their admissions process blends human interaction with digital convenience: a prospective student first speaks with an admissions advisor (often by phone or in person) and only then receives an invite to the online student portal to formally apply. In doing so, Northwest ensures that every applicant gets one-on-one support in navigating requirements, while the portal handles the data capture, document uploads, and progress tracking in the background.

Source: Northwest Career College

Transforming the Student Journey With HEM-SP

At Higher Education Marketing, we’ve built HEM-SP. A purpose-built student portal that integrates CRM for higher education, student enrollment systems, and behavioral analytics. It enables institutions to centralize data, improve the student experience, and meet digital expectations.

HEM-SP Offers:
- End-to-end application processing
- Real-time behavior tracking
- Personalized email/SMS/WhatsApp comms
- Custom dashboards for staff and students
- Cohort, class, and instructor management
- Seamless SIS integration
Request a free demo here!

What’s Next: Why This Matters Now

Implementing a student portal isn’t just a digital transformation; it’s a mindset shift.

You’re not just moving forms online. You’re creating a student-centric experience that matches the speed and personalization of the rest of their digital life. That makes your school more attractive, more trustworthy, and ultimately more successful.

In the era of digital admissions, a student portal is no longer a luxury; it’s rapidly becoming a standard. Institutions that modernize are already seeing:
- Higher completion rates
- Lower melt
- Better data
- More efficient staff workflows
- Stronger enrollment outcomes
Those that don’t? Risk losing applicants to schools that are simply easier to work with.

Partner With Hem for Success

From the first click to the first day, every moment matters. A student portal connects those moments into one seamless experience.

It’s the digital front door. The application guide. The welcome mat. The checklist. The counselor. The map.

When built right, it becomes more than software; it becomes part of your institutional promise: we’re here to make your education journey clear, personal, and achievable. Do you want help evaluating or implementing a student enrollment system that works for your institution? Get a free demo and see what HEM’s Student Portal can do for you today!

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

Try the HEM Student Portal!

Frequently Asked Questions

Question: What is the purpose of a student portal?
Answer: A student portal provides a centralized, secure platform for applicants and students to access essential services, like submitting documents, tracking applications, receiving updates, and completing enrollment tasks, streamlining communication between the institution and the student.

Question: How does a student portal improve the admissions process?
Answer: A student portal automates manual tasks, improves application visibility, accelerates document collection, and enhances communication. This reduces staff workload and provides a seamless experience for students, resulting in higher conversion rates and faster admissions cycles.

Question: What features should I look for in a student portal?
Answer: Look for CRM and SIS integration, mobile optimization, multilingual support, payment processing, real-time messaging, automated reminders, customizable dashboards, and secure document uploads.
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June 25, 2025
10 Smart Enrollment Marketing Tactics That Drive Results

Reading Time: 12 minutes

Today’s prospective students aren’t waiting for a glossy brochure to arrive in the mail. They’re researching schools on their phones between classes, watching campus tours on YouTube, and chatting with peers online to compare experiences. They’re digital-first and impatient, and expect the same seamless experience from a college as they would from Netflix or Amazon.

To stand out in this noisy, fast-moving environment, your enrollment marketing needs to work smarter. That means shifting away from static promotions and embracing data-driven, student-centric strategies that guide each prospect from curiosity to commitment.

Here’s how you can make that happen: 10 tactics that schools across North America (and beyond) are using to win the attention, trust, and enrollment of today’s students.

Struggling with enrollment?

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

1. Understand Your Audience (Better Than They Expect)

The best enrollment marketing strategies begin with deep audience insight. Not the surface-level kind (like age ranges or postal codes), but real, behavior-based understanding.

Instead of just collecting names at events or counting clicks on a landing page, take the time to analyze what your audience is doing. Are they spending five minutes reading your nursing program page but bouncing quickly from your homepage? Is there a spike in traffic after you post student testimonials on Instagram? These are the clues that shape smart decisions.

Tools like Google Analytics, HubSpot, or Slate reveal exactly where prospects engage and where they drop off. Segmenting audiences based on their actions, rather than assumptions, lets you personalize outreach that feels meaningful. If a student explores your hospitality program at 11:00 p.m. from another time zone, your strategy should reflect that interest and context.

Personalization builds a connection. And connection drives conversion.

Example: Oregon State University implemented a modern CRM (Slate) to segment and personalize outreach. OSU filters prospective students by interests, major, and location to trigger automated, tailored communications (email, text, print) for each segment. With this approach, Oregon State University ensures that prospects receive information relevant to them. For example, engineering-minded students get content on OSU’s tech programs, improving engagement and application conversion.

Source: Oregon State University

2. Turn Your Website Into a Top-Performing Recruiter

Think of your website as your lead admissions counselor. It works 24/7 and never forgets a prospect’s name, if it’s built right.

A compelling site doesn’t just list programs. It creates an experience. Navigation should be intuitive, especially on mobile, where the majority of users browse. Application deadlines should never be more than one click away. Program benefits should be clear, outcomes measurable, and support services obvious.

Equally important is online visibility. Students won’t land on your site if it isn’t optimized for search. That means including the phrases they’re typing into Google: “Best business diploma in Vancouver” or “Top graphic design college Canada.” A steady stream of blog content around these themes builds your authority and search rankings over time.

Don’t underestimate local search either. Schools that claim their Google Business listing and keep it updated with reviews, photos, and FAQs tend to show up higher in local results, right when families are deciding which campuses to visit.

Example: ENSR partnered with HEM to revamp its website for better usability and search visibility. Targeted SEO optimizations (including multilingual content and Google Ads campaigns) were implemented to attract more qualified traffic. ENSR also improved site speed and navigation. As a result, the school saw a 10% year-over-year increase in admissions, clear evidence that an optimized, easy-to-find website translates into more student enrollments.

Source: HEM

How can schools use SEO to reach more prospective students? Schools can use SEO by optimizing their website and content with keywords students search for, like program names or “colleges near me.” Creating informative blog posts, improving site speed, and using clear navigation help boost search rankings, making it easier for prospects to find and explore the school online.

3. Meet Students Where They Scroll

Social media is no longer just a promotional tool; it’s where brand trust is built. And guess what? Students don’t want picture-perfect posts. They want a glimpse into real student life: the awkward, the inspiring, and everything in between.

How do social media platforms help attract prospective students? Social media platforms help attract prospective students by showcasing authentic campus life, student stories, and academic highlights where students already spend time. Targeted ads and engaging content build awareness, answer questions, and create emotional connections that encourage students to explore programs and take the next step toward applying.

The most effective schools blend behind-the-scenes campus life, student takeovers, and authentic voices with strategic, paid campaigns. Engagement is key. Answer comments, reply to DMs, and ask questions. Your presence shouldn’t just be felt; it should be responsive.

And when a student visits your site but doesn’t apply? A retargeting ad reminding them about a scholarship deadline can bring them back with a purpose.

Example: Randolph-Macon Academy utilizes student-driven social media takeovers and campaigns to humanize its brand. For example, on “Takeover Tuesdays,” R-MA students run the school’s Instagram Stories, giving followers a genuine day-in-the-life look at campus life. These peer perspectives resonate with prospective students and parents. R-MA also shares posts on LinkedIn celebrating achievements (like its seniors earning $16 million+ in scholarships) to boost credibility. By strategically targeting content on platforms like Instagram, Facebook, and LinkedIn, R-MA expands its reach and builds trust with specific audiences.

Source: R-MA Instagram

4. Bring Your Campus to Their Couch

Campus visits are powerful but not always possible. Virtual tours bridge that gap beautifully when done right.

Why are virtual tours important for school admissions marketing? Virtual tours are important because they let prospective students explore campus facilities, culture, and student life from anywhere. They provide a first-hand experience that builds familiarity and trust, especially for international or remote students who can’t visit in person, helping them feel more confident about applying.

The most compelling virtual experiences go beyond slideshows or still images. They immerse visitors in 360° visuals of your labs, residences, lounges, and dining halls. Add narration, clickable maps, and interactive hotspots to create a sense of discovery.

Want to make it even more engaging? Offer live tours hosted by current students. Answer questions in real-time. Make the conversation two-way. This kind of hybrid interaction not only informs, but it also builds comfort and connection.

Gamifying the experience with small touches like hidden easter eggs or quizzes can boost session time, making students stay longer and remember more.

Example: Eastern New Mexico University: In January 2025, ENMU launched an upgraded 360-degree interactive virtual tour of its campus, in partnership with a virtual tour platform. The tour lets prospective students anywhere in the world explore campus landmarks at their own pace with panoramic views and clickable info points. New interactive stops even feature current students sharing their experiences via video, and users can access photos and descriptions of traditions at each location. This immersive virtual experience makes viewers feel “like they are on campus,” even if they cannot visit in person.

Source: ENMU

5. Let Video Carry the Message

Nothing conveys emotion, trust, and energy quite like video. That’s why it’s the top-performing format across all platforms.

Students use video to explore, compare, and decide. A 30-second clip showing campus energy can hook them, while a three-minute video of a student explaining why they chose your school can tip the scales.

The best videos aren’t always the most polished. Often, it’s the realness that lands, the quiet moment in a dorm room, a laugh during class, a genuine answer about overcoming a challenge. When current students tell their story on camera, it resonates far more than scripted promos ever could.

And don’t stop with publishing. Upload to YouTube (the second largest search engine in the world), share snippets on social media, and embed videos in your emails or on your site. It keeps your message moving, even when you’re not.

Example: The Academy of Applied Pharmaceutical Sciences regularly produces short videos featuring student success stories and hands-on training highlights. These testimonials and “day in the life” videos are shared on AAPS’s website and social channels, providing an authentic glimpse into student outcomes. AAPS also posts video content of alumni in their new careers or students in lab classes, which personalizes the school’s message.

6. Be There Instantly with Smart Chatbots

Picture this: a student is exploring your program page at 10:45 p.m. They want to know if scholarships are still open, but your office is closed.

This is where chatbots shine. When used effectively, they answer FAQs, guide students to relevant pages, and even collect lead info for follow-up, all in real time.

Today’s best bots go beyond text. They can speak multiple languages, schedule tours, and connect students with human counselors. They’re not a replacement for your staff. They’re the frontline, making sure no interest goes cold.

Example: The University of Illinois Gies College of Business deployed an AI chatbot named “Alma” on its online MBA program website to handle common questions and nurture leads. The chatbot was built with a no-code AI platform and programmed to answer prospective students’ free-text questions about the program, provide key information (e.g., deadlines, curriculum), and even collect contact info for follow-up.

Source: Gies College of Business

7. Let Students Do the Talking

Your school can say it’s great. But it means more when others say it for you.

Prospective students read reviews before making decisions. That’s true whether they’re buying shoes or choosing a college. A few well-placed, authentic reviews from happy students or parents can tip the scale in your favor.

Example: Rosseau Lake College actively highlights student and parent testimonials on its official site to manage its online reputation. RLC’s admissions section features a dedicated “Student Testimonials” page with quotes, stories, and even videos from current students and recent graduates.

Source: RLC

Make it easy for your community to share their voice. Follow up after tours or events with a simple request for feedback. Prompt graduating students to reflect on their journey. And most importantly, respond graciously to both praise and criticism.

Highlight these testimonials in your marketing materials, emails, and website. Some schools even have dedicated pages that feature alumni quotes, rankings, and outcomes all in one place.

Example: Discovery Community College leverages Google reviews and social media to boost its reputation. When the college receives a glowing review online, the marketing team amplifies it; for instance, Discovery CC shared a student’s 5-star Google review on Instagram with a thank-you message.

Source: DCC Instagram

When you let your results speak for themselves, people listen.

8. Nurture With Purpose: Email and Text Messaging

Email isn’t outdated. It’s just misused.

Too often, schools blast the same generic message to every lead. But with marketing automation tools like HubSpot or Slate, you can do better. Much better.

Send personalized messages based on actual behavior. If someone downloaded a course calendar, send a follow-up series about faculty highlights, career paths, or student testimonials from that program. If a student clicked a scholarship link but didn’t apply, follow up with a helpful guide or checklist.

Text messages are the perfect complement: fast, direct, and effective. Use them for urgent nudges like deadline reminders or event RSVPs. But be respectful. Less is more when it comes to texting.

9. Host Webinars That Educate and Inspire

Done right, webinars are student recruitment gold. They let students interact with faculty, hear from alumni, and ask real questions, all from the comfort of home.

Think beyond the program overview. What are students anxious about? Admissions essays? Career prospects? Financial aid? Offer sessions that solve these problems, not just sell solutions.

Example: The University of North Texas runs themed Admissions Webinars for targeted audiences of students who haven’t yet applied. UNT invites high schoolers to sign up for sessions like “Why UNT? & How to Apply,” where recruiters walk through programs, campus life, and the application process via Zoom.

Source: University of North Texas

Live Q&As make these events feel dynamic. A student asking a question and getting an answer in the moment, that’s engagement. That’s trust.

Example: Randolph-Macon Academy hosts regular live webinars for prospective families as part of its recruitment strategy. During these virtual info sessions, R-MA’s admissions counselors present an overview of the school, share up-to-date facts, and then open the floor for Q&A. They often incorporate a live virtual campus tour within the webinar. This format has been effective in converting attendees to applicants – families get to interact directly with staff and students from home, addressing any doubts in real time.

Source: R-MA

And once the event ends, the content lives on. Recordings become lead magnets. Clips fuel your social strategy. Recaps can power blog posts. Every webinar is a long-term asset when you plan it right.

10. Showcase What Comes After: Alumni Success

Prospective students are investing time and money. What they want to know is simple: “Will it pay off?”

Highlighting alumni outcomes is one of the most persuasive things you can do. Share job placement rates, grad school acceptances, average salaries, whatever metrics tell the story of success.

Even more powerful are personal stories. The alum who launched a startup. The student who landed a dream internship. The graduate who returned to school to mentor others. These aren’t just achievements, they’re proof points.

Example: Randolph-Macon Academy publicizes its alumni and student success outcomes as a core part of marketing. R-MA’s communications showcase statistics like 100% college acceptance and millions in scholarships earned by each graduating class. In 2025, R-MA proudly shared that its 69 seniors collectively secured over $10.5 million in scholarships for college. Alumni success stories (military academy appointments, leadership roles, etc.) are featured on the school blog and newsletters.

Source: R-MA

Some schools use interactive alumni maps to show where grads are working across the globe. Others run weekly spotlight stories on social or newsletters. However you do it, make sure it’s easy for prospects to imagine their own future in the successes of those who came before.

When you say, “Here’s where our grads go, and here’s how we help them get there,” the value of your school becomes real.

Enrollment Marketing Is Not About Tactics. It’s About Trust.

Each of these enrollment strategies works on its own. But when you combine them into a cohesive enrollment plan, powered by data and driven by empathy, you don’t just generate interest. You build relationships.

From a student’s first Google search to their final enrollment decision, every interaction matters. So make them count. Use tools like CRMs to track engagement. Align marketing with admissions. And most importantly, keep the student experience at the center of it all.

Because in today’s world, enrollment isn’t about volume. It’s about value. Give your prospects content that answers questions, support that feels personal, and stories that inspire. Do that, and the results will follow.

Need help building your enrollment marketing plan?

HEM offers expert services tailored to higher education institutions across Canada and beyond. Contact us today to learn more.

Struggling with enrollment?

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

Frequently Asked Questions

Question: How do social media platforms help attract prospective students?

Answer: Social media platforms help attract prospective students by showcasing authentic campus life, student stories, and academic highlights where students already spend time. Targeted ads and engaging content build awareness, answer questions, and create emotional connections that encourage students to explore programs and take the next step toward applying.

Question: Why are virtual tours important for school admissions marketing?

Answer: Virtual tours are important because they let prospective students explore campus facilities, culture, and student life from anywhere. They provide a first-hand experience that builds familiarity and trust, especially for international or remote students who can’t visit in person, helping them feel more confident about applying.

Question: How can schools use SEO to reach more prospective students?

Answer: Schools can use SEO by optimizing their website and content with keywords students search for, like program names or “colleges near me.” Creating informative blog posts, improving site speed, and using clear navigation help boost search rankings, making it easier for prospects to find and explore the school online.

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June 18, 2025
10 Tips for Hosting a Successful School Open House
Reading Time: 12 minutes

Planning an open house for your school?

Good call. A well-run open house can be one of the most powerful tools in your enrollment and engagement strategy. Whether you’re welcoming new elementary parents, high school prospects, or college hopefuls, this is your chance to make an unforgettable first impression. An open house in school is important because it helps build a sense of community, foster parent involvement, and drive enrollment.

But a memorable open house doesn’t happen by accident. It requires careful planning, creative ideas, and attention to detail. From initial promotions to day-of execution and follow-up, every step counts.

So, how do you make it count?

Let’s walk through ten practical (and proven) tips to take your school’s open house from good… to exceptional.

Struggling to stand out in a crowded market?

Boost enrollment with tailored open house strategies!

1. Start Planning Early And Promote Like a Pro

Here’s the truth: If no one shows up, nothing else matters.

That’s why promotion is the first step, and it’s a big one. First, get clear on your goals. Are you looking to boost applications? Showcase new facilities? Strengthen relationships with current families? Your goals will shape everything from the schedule to who you invite.

How do you prepare for an open house at school? Start by setting clear goals and selecting a date that works for your audience. Plan the schedule, secure staff and student volunteers, and prepare promotional materials. Promote the event across multiple channels (website, email, social media), tidy up the campus, and organize signage, welcome tables, and printed resources to ensure a smooth, welcoming experience.

Example: Queen’s University (Canada) demonstrated advanced planning by creating a dedicated “Fall Preview” Open House webpage months ahead. The page provided key details (date, schedule, location) and prominently featured a call-to-action for prospective students to register, ensuring maximum visibility and early sign-ups.

Source: Queen’s University

Then, plan your outreach. Don’t wait until the last minute. Get your date on the calendar months in advance, and begin promoting it strategically across various online channels:
- A dedicated landing page on your school’s website (with RSVP).
- A short email series to build awareness and excitement.
- Countdown posts, teaser videos, and stories on social media.
- Text reminders or personal phone calls to those most likely to attend.
Example: Bishop’s University (Canada) boosted promotion by publishing a blog post prior to their Open House that walked readers through what to expect at the event. This preview-style post generated excitement and informed prospective students and parents about the Open House experience in detail.

Source: Bishop’s University

Still want more attendees? Consider offering a virtual option. Whether it’s a livestream, a digital campus tour, or a short webinar, giving families more than one way to experience your school expands your reach.

2. Make Arrival Smooth and the Welcome Unforgettable

Let’s face it, no one enjoys showing up somewhere and feeling lost.

That’s why the moment guests arrive at your open house, the experience should feel seamless and friendly.

Start with signage. Make sure every guest knows exactly where to park and where to go. Have greeters ready: staff, student leaders, or enthusiastic parent volunteers. A welcome table with a map, a friendly smile, and a short overview of what’s ahead can work wonders.

Example: University of Oxford (UK): For its 2023 undergraduate Open Days, Oxford enlisted staff volunteers as greeters and guides. These volunteers welcomed visitors, helped with directions around campus, and served as friendly points of contact at entrances and info tables, ensuring guests felt comfortable and never lost.

Source: University of Oxford

Don’t stop there. Decorate with banners, student art, or a slideshow of school activities. Create a warm and exciting vibe the moment families step inside. You’re not just showing them the campus, you’re showing them the community they could be a part of.

Example: UC Santa Cruz (USA): At its “Banana Slug Day” admitted-students open house in 2025, UC Santa Cruz set up check-in tables at key parking areas and deployed student guides (the “S.L.U.G.” ambassadors) throughout campus. Visitors were greeted at these welcome points and guided by the student ambassadors, making navigation easy and the arrival experience warm and organized.

Source: UC Santa Cruz

3. Spotlight the People Who Make Your School Special

The facilities are nice. Programs are great. But what really wins hearts?

Your people.

That’s why teachers, support staff, coaches, and counselors need to be front and center during the open house. Make sure they’re not just present but prepared. Equip them with key talking points and FAQs so they feel confident answering questions and reinforcing your school’s values.

What should teachers do for open house? Teachers should prepare a welcoming classroom with student work on display, provide a brief overview of their curriculum, and have handouts with contact information and expectations. During the event, they should greet families warmly, answer general questions, and encourage follow-up meetings for individual concerns.

Example: During Nevada State’s Open House, faculty participation was a centerpiece. The event agenda included “Meet with Faculty” sessions where professors from various departments (Education, Liberal Arts & Sciences, Nursing, etc.) were on hand to chat and answer questions. This gave visitors a chance to connect face-to-face with the educators and get a feel for the academic community.

Source: Nevada State University

Encourage classroom displays that show what day-to-day learning looks like. And while teachers should be warm and approachable, remind them this isn’t the time for parent-teacher conferences. Keep it general, upbeat, and informative.

Want to go the extra mile? Kick off the event with a welcome from your school leader, followed by a quick intro to the key staff attendees. Let families know who’s who, and who they can talk to about specific interests like arts, athletics, or academics.

Example: Bucknell’s Fall Open House actively involved faculty and staff in mingling with prospects. Visitors could tour facilities and meet professors and current students to ask questions about programs and campus life, rather than only hearing formal presentations. This personal professor-student engagement at Open House helped put a human face on the university’s academics.

Source: Bucknell University

4. Let Students and Parents Do the Talking

Your current students and parents are your school’s best spokespeople. Hearing about the school’s strengths from an administrator or teacher is valuable, but hearing it from a peer can be even more persuasive. In marketing terms, it’s social proof, and it carries a lot of weight. In fact, one study found that 93% of people trust recommendations from friends and family, while only 38% trust advertising.

Applying this to an open house, a prospective student is likely to trust the words of a current student, and parents will trust the perspectives of other parents, more than any brochure or formal presentation.

That’s why student ambassadors and parent advocates are some of your most valuable open house lead generation assets.

Hand-pick current students who represent the best of your school; friendly, positive, and articulate. Let them lead tours, greet visitors, or share their experience during a short panel. Their enthusiasm is contagious. As one education marketing expert put it, hearing directly from current students and parents can be one of the most powerful ways to engage prospective families.

Example: University of Central Lancashire (UK) : At UCLan’s Open Days, current students act as official ambassadors (identifiable in special red attire). These student ambassadors welcome visitors at entrances, give campus directions, and share honest insights about student life and their courses. Attendees are encouraged to approach them with any questions, making the experience peer-guided and relatable.

Source: University of Central Lancaster

Similarly, invite a few involved parents to chat with prospective families. Their personal stories, why they chose the school, how their child has grown, carry a weight that even the best marketing can’t match.

You’re not just saying, “We’re great.” You’re showing it.

5. Make the Event Fun, Interactive, and Memorable

Let’s be honest: No one wants to sit through a two-hour lecture.

So here’s your mission: Turn your open house into an experience.

How do you make an open house at school fun? Incorporate interactive elements like hands-on activities, themed scavenger hunts, live demonstrations, or student performances. Offer refreshments, set up a photo booth, and keep presentations short and engaging. The goal is to create an energetic, memorable experience that showcases school spirit.

Instead of a long presentation, create a rotating itinerary. Let families move through classrooms, labs, and activity spaces at their own pace. Throw in a scavenger hunt or “passport” that gets stamped at each stop. Offer a prize at the end for completing the journey.

Example: New Mexico State (USA): The College of ACES Open House 2025 at NMSU was designed as a family-friendly, interactive event. Visitors could roam through animal exhibits, science labs and museums with hands-on demonstrations and learning games at each stop. From petting zoo stations to chemistry experiments, attendees of all ages were invited to actively engage, making the Open House both educational and fun.

Source: New Mexico State University

What else works? Hands-on demos. Let students try a science experiment, play with robots, sample the art room, or participate in a music warm-up. The more your visitors can do, not just see, the more they’ll remember.

Don’t forget the snacks. Coffee, cookies, or treats from the culinary class add comfort and create natural mingling moments. Bonus points if they’re decorated with school colors or logos.

And yes, music, performances, or even a visit from your mascot can energize the space and give families that “wow” moment.

Example: UC Santa Cruz (USA): The Banana Slug Day Open House combined campus exploration with fun activities. Prospective students and families joined student-led tours, watched student performances, visited a resource fair, and even sat in on mock mini-lectures by faculty. These interactive elements (plus chances to snag some UC Santa Cruz swag at the bookstore) turned the day into an immersive campus experience rather than a passive info session.

Source: UC Santa Cruz

6. Keep Presentations Short and Sweet

You’ve got a lot to say, but that doesn’t mean you should say it all at once.

Keep any formal presentations concise and dynamic. Ten to fifteen minutes max is ideal. Focus on the core message: What makes your school stand out? What are the values driving your mission?

Break up speeches with visuals; videos, photos, and student voices make everything more relatable. If you can, include a current student or alum to co-present. Their stories add authenticity and emotion.

Whatever you do, rehearse in advance. A confident, polished delivery makes all the difference.

Example: Bucknell keeps Open House presentations brief and purposeful. Its Fall Open House schedule is broken into short sessions: for example, a 15-minute welcome and admissions overview followed by a 15-minute “Why Liberal Arts?” talk. Instead of long lectures, Bucknell offers multiple bite-sized talks and student panels, which keep visitors engaged and allow them to sample various topics without fatigue.

Source: Bucknell University

7. Personalize the Experience

Here’s where you go from good to unforgettable.

Before the event, ask registrants about their interests: academics, sports, arts, etc. Use this intel to tailor their visit. Match them with the right teacher, program head, or club coordinator. Let them know you were expecting them.

Even on the fly, personalization is powerful. Train ambassadors and staff to ask questions and respond accordingly: “You’re interested in robotics? You’ve got to meet Mr. Jackson. Let me introduce you.”

Name tags, interest-specific packets, or a simple, “Hi Sarah, we’re so glad you’re here,” can go a long way in helping families feel seen.

And yes, be mindful of accessibility needs, language support, and dietary restrictions. Every thoughtful detail adds up.

Example: University of Cincinnati (USA): Cincinnati’s Open House model allows each guest to “build your own day.” Attendees register for the specific academic sessions and special topics that interest them most. For example, a student could choose two different college info sessions (say, Engineering and Business) and several niche interest workshops. The itinerary is flexible – with options like honors program talks, campus tours, residence hall tours, etc. – so each visitor crafts a personalized schedule aligned with their goals.

Source: University of Cincinnati

8. Send Families Home with Something to Remember

You’ve done the work. Now end strong.

Before families leave, hand them something to take home, whether that’s a branded folder with your materials, a printed photo from a photo booth, or even just a small keepsake like a sticker or magnet.

More importantly, give them the info they need to take the next step. Include your admissions contact, an FAQ sheet, key dates, and a personalized thank-you letter from the principal.

A friendly goodbye, a handshake, and a “We hope to see you again soon” can seal the deal emotionally. People remember how you made them feel. Make it good.

Example: Temple College (USA): This community college makes sure guests leave with smiles (and photos). At its Open House, Temple College set up a fun photo booth with their mascot, “TC Leopard.” Students and families could snap pictures with the mascot – a keepsake to post on social media – and even win prizes. This lighthearted closing activity gave attendees a lasting memory and positive vibe to associate with the school.

Source: Temple College

9. Follow Up While You’re Still Top of Mind

The event may be over, but your job isn’t.

Send a thank-you email the next day. Personalize it if you can. Include links to the application page, upcoming deadlines, and photos from the event. Invite further questions and make it easy to get in touch.

If a family asks about something specific, say, learning support or scholarship details, make sure someone follows up with a personalized message.

Want to keep the momentum going? Enroll attendees in a short email series spotlighting your programs, alumni, or events. Nurturing that relationship can turn a visitor into an applicant.

Example: Morton College (USA): After the Open House, Morton College immediately followed up with attendees and the broader community on social media. They posted a thank-you message to everyone who came, reinforcing that visitors are always welcome on campus. Importantly, the message included a next-step call-to-action, a reminder that registration was open for upcoming semesters, nudging interested students to take the next practical step toward enrollment.

Source: Facebook

10. Debrief, Reflect, and Get Ready to Do It Even Better Next Time

One last tip, and it’s a game changer.

After the event, take time to evaluate. Meet with your team and ask: What worked? What didn’t? What feedback did families share?

Review your numbers: RSVPs, attendance, applications started. Be sure to look for patterns. Did most families come from a certain neighborhood? Were particular sessions packed while others lagged?

Use this insight to adjust your strategy for next time. Update your checklists. Refine your flow. Keep evolving.

Oh, and don’t forget to celebrate your wins. Share event highlights in a post or newsletter. Thank your team. Show appreciation.

Final Thoughts

An open house is more than just an event, it’s an invitation.It’s your chance to say, “Here’s who we are. Here’s why we care. Here’s how your family fits in.”

When you plan with intention, create moments of connection, and follow through with heart, your open house becomes more than a tour. It becomes a story families want to be part of.

So get planning, and get ready to make your next open house your best one yet.

Would you like to receive tailored open house school ideas for your institution?

Contact Higher Education Marketing for more information.

Struggling to stand out in a crowded market?

Boost enrollment with tailored open house strategies!

Frequently Asked Questions

Question: How do you prepare for an open house at school?

Answer: Start by setting clear goals and selecting a date that works for your audience. Plan the schedule, secure staff and student volunteers, and prepare promotional materials. Promote the event across multiple channels (website, email, social media), tidy up the campus, and organize signage, welcome tables, and printed resources to ensure a smooth, welcoming experience.

Question: What should teachers do for open house?

Answer: Teachers should prepare a welcoming classroom with student work on display, provide a brief overview of their curriculum, and have handouts with contact information and expectations. During the event, they should greet families warmly, answer general questions, and encourage follow-up meetings for individual concerns.

Question: How do you make an open house at school fun?

Answer: Incorporate interactive elements like hands-on activities, themed scavenger hunts, live demonstrations, or student performances. Offer refreshments, set up a photo booth, and keep presentations short and engaging. The goal is to create an energetic, memorable experience that showcases school spirit.
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June 11, 2025
Top 10 Campus Recruitment Strategies You Need to Know
Reading Time: 11 minutes

In today’s world, where attention spans are short and options are endless, student recruitment has become both an art and a science. Traditional methods (college fairs, brochures, high school visits) still play a role, but they can’t carry the weight alone anymore.

Gen Z expects more. And so do their parents. They want seamless digital experiences, personalized content, and authentic connections. If your institution isn’t delivering those things, you risk losing them to one that does. So, how do you stand out?

Whether you’re just starting to rethink your campus recruitment strategy or looking for new ways to level up, these 10 cutting-edge approaches, plus one powerful bonus, are designed to help you connect more deeply with prospective students and convert that interest into action.

Struggling with enrollment?

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

1. Hyper-Personalize the Student Experience

Here’s the truth: blanket emails and generic web content just don’t cut it anymore.

Students today expect you to know them; their interests, their goals, even where they’re browsing from. That’s where hyper-personalization comes in. Rather than treating your prospects as a monolithic group, modern recruitment strategies for colleges leverage data to deliver one-to-one digital experiences at scale.

How does that look in action?
- A high school student interested in business sees a landing page tailored with content about your BComm program, student stories, and upcoming info sessions.
- An international applicant is greeted with region-specific admissions guidance and video testimonials from students from their home country.
- A user who clicks on a scholarship link gets a follow-up email with a financial aid breakdown.
In short, personalization isn’t a perk. It’s expected.

Example: To personalize outreach at scale, the University of Idaho (U of I) introduced AI-driven personalized videos for interested applicants. Prospects received video messages addressing them by name, hometown, and academic interest.

Source: University of Idaho YouTube

2. Make Mobile a Priority, Not an Afterthought

More than 60% of student interactions with higher education websites now happen on mobile. If your site isn’t easy to navigate on a small screen, you’re likely losing leads by the dozen, especially since 53% of users will abandon a site that takes more than 3 seconds to load.

And it’s not just about having a “responsive” website anymore.

You also need:
- Mobile-optimized application forms that are quick and easy to complete
- Tap-friendly buttons and layouts that don’t frustrate the user
- SMS alerts for key deadlines or virtual event reminders
Even better? Google’s mobile-first indexing means this doesn’t just affect UX, it directly influences your search rankings.

So if mobile optimization isn’t baked into your campus recruitment strategies, it’s time to fix that. Fast.

Example: University of the District of Columbia (UDC) launched a newly redesigned, mobile-first website in 2025 to enhance recruitment.

Source: UDC

The site features a “mobile-friendly and accessible design” optimized for all devices. This responsive overhaul was part of a strategic initiative “aimed at…enhancing recruitment efforts” and making it easier for prospective students to explore academic programs. By improving navigation, search, and ensuring the site works seamlessly on phones, UDC’s digital entryway better serves today’s mobile-minded applicants.

3. Use Video to Tell Real Stories

Think about the last time you were captivated by a piece of content online. Chances are, it was a video. Video is more than just a nice-to-have. It’s one of the most effective ways to emotionally connect with prospective students and help them see themselves at your school.

Today’s students have grown up on YouTube, Instagram, and TikTok, and video content reigns supreme. Video accounts for over 80% of global internet traffic, and roughly 75% of video viewing now happens on mobile devices (aligning with Gen Z’s phone-first habits).

A recent guide on education video marketing noted that compelling videos can communicate complex ideas in seconds and resonate emotionally, which is why Gen Z “responds favorably to videos that are authentic, visually appealing, and emotionally resonant”.

Additionally, social algorithms favor video content, meaning your school’s videos are more likely to surface in feeds. With 80% of prospective students reporting that campus videos (tours, student stories, etc.) influenced their perception of a school, it’s clear that storytelling through video is no longer optional; it’s essential for recruitment success.

From quick TikToks to polished campus tours, the format you choose should match your audience and your message.

What works well?
- Virtual tours for international students who can’t visit in person
- Day-in-the-life vlogs from current students
- Candid interviews with faculty or alumni
- Instagram Reels that highlight clubs, campus life, or student events
Example: Queen’s University Belfast’s official student blog features a dedicated “Vlogs” section where current students share their experiences via video.

Source: Queen’s University Belfast

These student-created videos range from day-in-the-life stories to campus tours and tips for new students. By showcasing real student life through vlogs, Queen’s gives prospective students an authentic, relatable window into the university experience.

4. Empower Student Ambassadors to Speak for You

No offense, but students trust other students more than they trust your marketing team.

That’s why student ambassadors are one of the most powerful (and underutilized) assets in your recruitment toolkit.

With just a little structure and support, they can:
- Run TikTok takeovers during orientation week
- Host live AMAs on Instagram about life at your school
- Create vlogs or blog posts about their journeys
It’s authentic, it’s relatable, and it builds the kind of peer-driven trust that polished brochures never could. Best of all? Gen Z prefers real voices over institutional polish. So give them a platform and watch your reach expand.

Example: John Cabot University (JCU) runs a robust Student Ambassador program that puts current students front and center in recruitment.

Source: JCU

These ambassadors, hailing from around the world, actively engage with prospects through social media takeovers, Q&As, and one-on-one chats. JCU’s admissions website even features profiles and contact info for each student ambassador, inviting prospects to reach out directly.

5. Invest in SEO and Content That Answers Real Questions

You can’t enroll students who don’t know you exist. That’s where search engine optimization (SEO) and content marketing come in. When students start Googling “best film schools in Canada” or “how to get a student visa for the U.S.,” your institution should be right there with helpful, relevant answers.

Some essentials that build a strong foundation:
- Blog posts that answer FAQs on tuition, housing, or programs
- Program pages with embedded video, alumni outcomes, and clear CTAs
- Long-tail keywords like “how to apply for nursing school in Ontario” that attract motivated searchers
Higher Education Marketing (HEM) helps clients rank on page one of Google for high-converting keywords, turning organic traffic into an ongoing stream of qualified leads.

And unlike paid ads, the impact of good SEO keeps compounding.

Example: Medix College attracts prospects by publishing a steady stream of useful, SEO-optimized content related to its healthcare programs. Its official blog functions as a hub of career tips, industry trends, and program insights tailored to prospective students.

Source: Medix College

By answering common career questions and highlighting emerging fields, Medix organically improves its search visibility. This content marketing strategy attracts web traffic from interested learners and establishes Medix as an authoritative, student-centric institution, leading to more inquiries and applications driven by informative content, rather than just ads.

6. Use CRM and Data Tools to Nurture Leads at Scale

Managing hundreds or thousands of prospective students without a proper system in place is a recipe for missed opportunities.

A CRM (Customer Relationship Management system) does more than just store contact info. It helps you track where students are in the funnel, personalize your outreach, and automate time-consuming tasks like follow-up emails or event reminders.

With the right CRM, you can:
- Score leads based on engagement levels
- Trigger personalized email or SMS messages based on behavior
- Track ROI on every campaign or event
HEM’s CRM solutions are built specifically for higher ed, so you can identify, engage, and convert prospects without the guesswork.

Example: IH Dublin implemented a customized CRM (Mautic by HEM) to automate and personalize its student recruitment communications, using market segmentation to ensure each prospective student receives course information tailored to their specific needs. This strategic CRM implementation streamlined lead management by automatically capturing inquiries and communications, saving staff countless hours and allowing them to focus on high-quality, individualized interactions with students.

Source: HEM

By integrating web inquiry forms, social media, and email campaign data into one system, the school gained a comprehensive view of each prospect and leveraged these analytics insights to refine outreach strategies, improving the effectiveness of communications and boosting student recruitment conversions.

7. Strengthen Relationships with High Schools and Feeder Institutions

Want to build a pipeline that pays off year after year? Start earlier. By investing in relationships with guidance counselors, feeder schools, and partner institutions, you plant the seeds of trust long before application season.

What helps?
- Hosting “College Nights” or virtual info sessions
- Offering classroom-ready materials that educators can share
- Regular check-ins with guidance counselors to keep your school top of mind
This long-game strategy ensures your name is the first one students hear when they start exploring their options.

Example: Formed by the merger of Bloomsburg, Lock Haven, and Mansfield Universities, CommonwealthU has aggressively built feeder relationships in its region. In October 2022, it signed Local Scholar Agreements with 14 high school districts (expanding to 50 districts) in Pennsylvania to create a direct pipeline to its campuses. Under these agreements, any student graduating from a partner high school who meets basic criteria is guaranteed admission and up to $28,000 in scholarships to CommonwealthU.

Source: CommonwealthU

8. Gamify the Enrollment Experience

Most application processes aren’t exactly thrilling. But what if they could be fun? That’s where gamification comes in. Adding interactive, game-like elements to your recruitment process can boost engagement and make your institution stand out. Ideas to try:
- A quiz like “Which Degree Matches Your Personality?”
- A digital scavenger hunt during virtual open houses
- Points or prizes for completing milestones (like submitting an application or attending an event)
The result? More engagement, longer site visits, and a more memorable brand experience.

Example: To make campus visits and online events more engaging, Wentworth Institute of Technology (WIT) uses gamification elements in recruitment. For example, during a recent Open House, Wentworth organized a campus-wide scavenger hunt for visiting prospective students.

Source: WIT

Attendees were challenged to explore campus and snap photos of specific “hidden” items or locations, then show an admissions staff member to collect a prize. This fun competition had students actively interacting with the campus environment. Wentworth also partnered with the ZeeMee app (a social platform for admitted students) to host virtual scavenger hunts and trivia nights for incoming freshmen, turning the admissions process into a game.

9. Remove Friction From the Application Process

What are the 7 steps of the recruitment process? They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding. Of these seven steps, the selection process is arguably the most crucial.

You’ve piqued their interest. Now don’t lose them at the finish line.

One of the biggest conversion killers? Complicated, outdated, or buggy application systems.

Here’s how to clean it up:
- Make sure students can save their progress and come back later
- Allow autofill using Google or LinkedIn accounts
- Offer live chat support for real-time help
- Automate gentle reminders for those who haven’t finished applying
The easier the process, the higher the completion rate. It’s that simple.

Example: A common trend in streamlining has been colleges joining the Common App or other unified platforms. This is because a simplified, one-stop application lowers the effort for students applying to multiple schools.

Source: USI

In this example, USI joins the Common Application, enabling students to apply to USI alongside multiple schools with one form. USI’s enrollment team notes that the Common App’s mobile-friendly interface and consolidation of application tasks meet students’ expectations for simplicity. Additionally, USI uses an online status portal where applicants can see missing items and upcoming steps at a glance, reducing back-and-forth emails.

10. Localize Your International Recruitment Strategy

Going global isn’t just about translation; it’s about cultural connection. To truly succeed in international markets, your recruitment approach needs to feel local, not foreign. That means:
- Translating core content into key languages
- Showcasing alumni from the same regions
- Using familiar platforms like WeChat or WhatsApp to communicate
HEM specializes in multilingual campaigns that drive results across borders. Because when students see themselves represented, they’re more likely to say “yes.”

Example: To grow its Chinese student enrollment, Iowa State University invested in a heavily localized recruitment strategy for China. The university launched a fully localized Chinese-language website to engage students and parents in China on their terms. The site was hosted on a .cn domain for fast local loading and optimized for mobile, featuring ISU’s branding but with content written in Simplified Chinese.

Source: ISU

Crucially, ISU didn’t just translate admissions info; it adapted content to address what Chinese families value (e.g., program outcomes, safety, career opportunities) and made navigation intuitive for that audience. In tandem, Iowa State ramped up its presence on Chinese social media: it ran an official WeChat account for one-to-one engagement and a verified Weibo account (China’s Twitter) for broader outreach.

BONUS: Align Marketing and Admissions

Too often, colleges treat marketing and admissions like separate silos. Be sure not to make this mistake.

Your recruitment strategy is only as strong as the connection between these two teams. When marketing generates leads but admissions isn’t looped in (or vice versa), those leads slip through the cracks. Here’s how to tighten things up:
- Use shared dashboards so both teams see the same data
- Hold weekly check-ins to align on goals, campaigns, and challenges
- Make sure your CRM offers visibility and collaboration tools across departments
This alignment doesn’t just make your internal process smoother, it makes the entire student experience feel seamless.

Common Mistakes to Avoid

Even strong strategies can be weakened by a few missteps. Watch out for these:
- Neglecting follow-up: Students expect timely responses. Delays kill momentum.
- Generic messaging: One-size-fits-all language turns students off. Speak to their specific needs.
- Skipping analytics: If you’re not tracking what works, how will you improve?
Fix these gaps, and your recruitment strategies for colleges will be far more effective.

HEM: Your Partner in Enrollment Success

At Higher Education Marketing, we’ve spent over a decade helping colleges and universities level up their recruitment.

We offer:
- SEO and content strategy to boost visibility
- CRM solutions to nurture leads efficiently
- Paid ad campaigns across Google, Meta, and international platforms
- Custom dashboards to track ROI and make data-informed decisions
No matter your goals, whether domestic growth, international expansion, or brand visibility. HEM is here to help you meet (and exceed) them.

Final Thoughts

The landscape of student recruitment is shifting, and fast. But that’s not something to fear. It’s an opportunity. Which is the best method for effective recruitment? A balanced mix of digital personalization and relationship-building tends to drive the best results.

By embracing data, technology, storytelling, and personalization, you can create a recruitment strategy that not only works but resonates. So here’s the real question: Are you ready to lead the way? Because the future belongs to the schools that adapt, connect, and engage with intention. Let’s build that future together.

Struggling with enrollment?

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

Frequently Asked Questions

Question: What are the 7 steps of the recruitment process?

Answer: They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding.

Question: Which is the best method for effective recruitment?

Answer: A balanced mix of digital personalization and relationship-building tends to drive the best results.
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June 4, 2025
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.

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.

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.

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.

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.

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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May 28, 2025
How to Advertise to College Students: Top Strategies
Reading Time: 14 minutes

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

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

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

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

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

Why Marketing to College Students (18–24) Matters

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

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

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

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

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

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

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

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

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

Where and How to Reach Students in 2025

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

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

1. Social Media Platforms

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

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

Source: TikTok

2. Search and Video Advertising

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

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

Source: HEM

3. On-Campus Media

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

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

4. Email and Text Alerts: Direct and Personal Communication

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

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

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

Source: University of Texas at Austin

5. Student Organizations and Influencers: Leveraging Peer Networks

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

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

Source: John Cabot University

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

Current Trends in Digital and Social Media Marketing

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

1. Short-Form Video & Challenges

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

2. Authentic Influencer Content

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

3. Interactive & User-Generated Campaigns

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

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

4. Personalized, Geotargeted Ads

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

5. Ephemeral & Live Content

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

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

Source: R-MA

6. Values-Driven Messaging

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

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

Source: Loughborough University

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

On-Campus Advertising Strategies That Still Work

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

1. Posters & Digital Billboards

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

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

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

Source: SDSU

2. Tabling & Giveaways

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

3. Campus Media Channels

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

4. Residence & Academic Buildings

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

5. Guerrilla Campaigns

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

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

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

How to Advertise Events to College Students

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

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

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

1. Use a Multi-Channel Strategy

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

2. Lead with a Strong Hook

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

3. Tap Into Peer Networks

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

4. Leverage Campus Infrastructure

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

5. Simplify Signups

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

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

Creative Campaign Ideas to Spark Student Engagement in 2025

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

1. ‘Day in the Life’ Video Series

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

2. Hashtag Challenge

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

3. Scavenger Hunt Campaign

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

4. Student Spotlight Series

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

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

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

Source: AAPS YouTube

5. Themed Pop-Up + Livestream

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

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

Best Practices for Student Advertising

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

Contact Higher Education Marketing for more information.

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

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

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

Frequently Asked Questions

Question: Where can I advertise to college students?

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

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

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

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

Answer: Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.
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May 21, 2025
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%.

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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.

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.

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.

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.

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.

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.

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.

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.

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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May 14, 2025
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.

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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.

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.

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.

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.

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.

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.

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.

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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May 7, 2025