Category: social media marketing

  • Paid Search vs. Paid Social: Why Schools Need Both

    Paid Search vs. Paid Social: Why Schools Need Both

    Reading Time: 11 minutes

    When it comes to digital student recruitment, many institutions feel they need to choose between Paid Search vs Paid Social. Budgets are tight. Teams are often siloed; admissions handles one, marketing handles the other. And with so many moving parts, it’s tempting to simplify: pick one channel and double down.

    But that’s a false choice. Here’s the reality: today’s prospective students don’t live in a single marketing lane. They might first discover your school on Instagram, then Google you weeks later to check deadlines, read reviews, or submit an application. Search and social are part of the same decision journey, and schools that favour one while ignoring the other are leaving attention, applications, and enrollments on the table.

    At Higher Education Marketing (HEM), the right approach isn’t to choose between Paid Search and Paid Social. Instead, the most effective strategy is to combine both channels to engage and optimize the entire enrollment funnel fully. Social media excels at generating awareness and early interest. Search converts when intent is high. Together, they create a powerful synergy, reinforcing your message, capturing more leads, and moving students smoothly from first click to enrollment. In this article, we’ll break down how both channels work, where each shines, and how schools can maximize performance by aligning them strategically.

    Changing Search Behaviours in 2025

    Student search behaviour is fragmented, fast, and heavily value-driven. Today’s prospective students, especially from Gen Z and Gen Alpha, don’t wait to be told what to think. They research across platforms long before filling out an inquiry form.

    This is the Zero Moment of Truth: when students validate a school by triangulating across ads, websites, reviews, and social content. Credibility must show up everywhere, because trust is built before contact is ever made. Zero-click searches, like featured snippets and Google answer boxes, are also reshaping the landscape. Being cited here or placing targeted ads can influence decisions without ever earning a click.

    The numbers speak volumes: 41% of Gen Z use social media to search, while only 32% use traditional engines, and 11% use chatbots. Gen Alpha takes it further. Their research is values-first. They’re looking for sustainability, inclusion, and innovation. And they’re starting earlier than ever.

    The Power of Paid Social

    One of the biggest misconceptions in education marketing is that paid social is only good for brand awareness. While it’s true that platforms like Instagram, Facebook, and TikTok are excellent for reaching new audiences, their real power extends far beyond the top of the funnel.

    Paid social can drive leads, retarget warm prospects, and support conversions when used strategically. It allows schools to engage students emotionally through storytelling and keep them in the conversation through personalized messaging and real-time interactions.

    Is paid search the same as paid social? No. Paid search displays ads based on keyword searches on platforms like Google, while paid social promotes content on social media platforms like Facebook or TikTok. They target users differently and serve distinct stages of the enrollment funnel.

    Best Use Cases:

    • Story-Driven Awareness Campaigns: Think student testimonials, day-in-the-life content, or campus highlights. These build connection and trust.
    • Lead Generation Ads: Click-to-convert campaigns using forms or optimized landing pages can capture inquiries on the spot.
    • Event Promotions and Student Life Visibility: Showcase open houses, webinars, or vibrant campus life to entice prospective students.

    Best Practices:

    • Awareness Ads: Use high-impact visuals and short videos that highlight a key outcome, like career success or global opportunities. Keep the message clear and focused, with an obvious CTA that invites students to learn more.
    • Lead Gen Ads: Avoid generic links to your homepage. Instead, use program-specific landing pages or native lead forms. Segment audiences to tailor messages, and emphasize value on different content, such as scholarships, graduate outcomes, or flexible learning options.
    • Messenger and WhatsApp Ads: These are ideal for live engagement. Use them to invite students to ask questions, book a meeting, or receive instant info.

    The Case for Paid Search

    What is the difference between search and social? While paid social excels at sparking interest and building emotional connection, paid search is unmatched when it comes to capturing high-intent prospects. These are the students actively looking for programs, comparing options, or ready to take the next step. Paid search meets them right at the decision-making moment.

    This channel is especially powerful for reaching mid- and bottom-funnel audiences. When someone types “best MBA programs in Canada” or “nursing diploma with January intake,” they are already considering enrollment. Paid search allows schools to appear at the top of those results, capturing attention before competitors do.

    On the flip side, what are the disadvantages of paid search vs paid social? Paid search can be costly due to high competition for keywords, especially in education. It also depends on users already showing intent, which limits brand-building. Without complementary channels, it may not generate enough awareness or early-stage interest.

    Ideal Use Cases:

    • Branded and Program-Specific Searches: Ensure your school shows up when a student searches your name or flagship program.
    • High-Converting Keywords: Focus on queries like “apply now,” “tuition fees,” or “open house registration.”
    • Deadline-Driven Campaigns: Push applications during key moments, like the final days before a semester starts.

    Recommended Tactics:

    • Responsive Search Ads (RSAs): Automatically test combinations of headlines and descriptions to maximize performance.
    • Dynamic Search Ads (DSAs): Let Google fill in the gaps by matching relevant queries to your website content.
    • Intent Segmentation: Use different ad groups and copy for high, medium, and low-intent keywords. This improves quality scores and keeps your messaging relevant.

    One of the benefits of paid search is that it enables clarity, timing, and precision to come together to convert interest into action.

    Building a Full-Funnel Strategy: Social + Search Together

    Many schools fall into the trap of treating paid search and paid social as separate silos. But in 2025’s student journey, they’re two halves of the same enrollment engine. When integrated properly, they guide prospects from first glance to final decision, boosting visibility, engagement, and conversions along the way.

    Funnel Roles: How Each Channel Contributes

    Let’s break down how these platforms complement each other throughout the marketing funnel:

    • Awareness: Paid social leads the charge. Platforms like TikTok and Instagram are perfect for storytelling, aspirational videos, and brand introductions. These top-of-funnel ads help your school get noticed by students who may not yet be actively searching.
    • Consideration: As interest deepens, both channels play a role. Paid search catches students researching specific programs or comparing schools, while social reinforces your value with student testimonials, video tours, and real-time answers to FAQs.
    • Decision: This is where paid search shines. When students start typing in branded or program-specific queries, they’re ready to act. Paid social can add fuel here with urgency messaging, think deadline countdowns, financial aid reminders, or last-chance open house invites.
    • Enrollment: Now it’s about closing the loop. Use search ads to reinforce time-sensitive messaging, while Meta and WhatsApp retargeting keep your brand top of mind and prompt final steps like booking a call or submitting an application.

    Matching Platforms to Funnel Stages

    To maximize impact, align your platforms with the right funnel phase:

    • TikTok & Instagram: Best for awareness and early engagement. Use these channels to build emotional resonance and plant seeds of interest.
    • Google & Bing: Ideal for high-intent actions. When students are actively searching for answers, programs, or deadlines, your ads need to show up.
    • Meta & WhatsApp: Great for nurturing leads mid-funnel. Messenger CTAs and remarketing help bring students back into the conversation.
    • LinkedIn: A go-to for graduate and professional programs, especially among career switchers and upskillers.
    • Niche Channels: Want to reach Gen Z authentically? Explore Reddit threads, Snapchat lenses, or user-generated TikToks that mimic how real students talk and share.

    What Does This Look Like in Practice?

    Here’s how a real-world campaign could unfold:

    • Week 1–3: Launch TikTok videos to raise awareness: spotlight student stories, “day in the life” clips, or big-picture program benefits.
    • Week 2–3: Add Instagram ads to deepen interest with engaging visuals and strong CTAs.
    • Week 3–6: Deploy Google Search ads targeting keywords like “apply to [Program Name]” or “college deadlines 2025.”
    • Week 6–8: Use Meta retargeting to reconnect with visitors who didn’t convert, offering application checklists or counselor consult invites.

    This layered strategy ensures your message is reinforced across platforms, leading to more informed, confident applicants.

    Sample Budget Breakdown

    • TikTok Ads: $500
    • Instagram Ads: $500
    • Google Search Ads: $2,000
    • Meta Retargeting Ads: $300

    By diversifying spend across the funnel and choosing the right tools for each stage, schools move from guesswork to strategy and from isolated clicks to full-funnel enrollment growth.

    Common Mistakes Schools Make

    Despite investing in digital ads, many schools fall into avoidable traps that limit performance. One of the most common mistakes is relying entirely on paid search. While it excels at capturing high-intent prospects, paid search often reaches students too late in their decision process. Without early-stage awareness from paid social, those leads may never warm up enough to convert.

    Another issue is the widespread misunderstanding of paid social’s role. Some marketers dismiss it as a brand play with no immediate ROI. In reality, paid social plays a crucial role in shaping perception, building familiarity, and generating qualified leads over time. When schools skip this step, they weaken their funnel.

    Disjointed campaigns also create problems. Running separate social and search efforts without coordination means you miss opportunities for synergy and message consistency.

    Additionally, many schools neglect retargeting. If a prospective student browses your program page but leaves, that should trigger follow-up ads to reignite interest. Failing to retarget leaves valuable leads on the table.

    Finally, default settings on ad platforms can be misleading. Relying on them often results in wasted impressions and mismatched audiences. Custom targeting and exclusions are essential to reaching the right students with the right message at the right time.

    Search Trends & Emerging Platforms

    The digital landscape is evolving rapidly, and student search behaviour is shifting along with it. One major trend is the rising cost and competitiveness of Google Ads. As more advertisers bid on the same education-related keywords, prices continue to climb, making it harder for schools with modest budgets to compete effectively.

    At the same time, prospective students are changing how they search. Many now prefer visual, snackable results and quick answers over scrolling through text-heavy webpages. This shift is fueling the rise of social platforms as search engines in their own right.

    TikTok is a clear standout. Its new Search Ads feature allows schools to place short, captioned videos directly within search results, reaching students who are actively exploring options.

    To stay visible, schools must also optimize their organic content for discovery. Think FAQ-style posts, hashtag strategy, and short videos that answer common questions in the formats students prefer.

    Measurement: How to Track Campaign Impact

    Running great campaigns is only half the battle; measuring their true impact is where the real insight lies. To understand which channel is delivering results, schools must go beyond surface-level metrics like clicks or impressions.

    Start by tracking key funnel metrics: Cost per Inquiry (CPI), Cost per Lead (CPL), Cost per Application (CPA), and Cost per Enrollment (CPE). These figures help quantify the effectiveness of your campaigns at every stage of the recruitment journey.

    To gather this data, use platforms that support full-funnel tracking. CRMs like HubSpot or Mautic are ideal for managing contact progression, while Google Analytics 4 provides visibility into multi-touch user journeys across platforms.

    Most importantly, ensure that all campaigns are tagged with UTM codes and that your CRM accurately records lead sources. This lets you attribute not just the first click, but the entire path to enrollment, helping you optimize future budget allocation with confidence.

    Real-World Examples of Integrated Paid Search & Social in Education

    Story-Driven Awareness Campaign: The Rivers School (a private high school in Massachusetts) regularly hosts Instagram student takeovers, where current students share a day in their life via the school’s official Instagram Stories. These takeovers give prospective families an authentic glimpse of campus life. Such story-driven content humanizes the school experience and builds trust with audiences in the awareness stage.

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    Source: Instagram

    Event Promotions & Student Life Visibility: Concord University (West Virginia) ran a Fall Open House campaign on Facebook, urging students to “REGISTER NOW for Fall Open House”. The official post emphasized that whether you’re just starting your college search or already set on Concord, you should “come experience what being at Concord is like”. This call-to-action, boosted to target local high schoolers, drove sign-ups by promising an immersive campus visit.

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    Source: Instagram

    Messenger and WhatsApp Engagement: The University at Buffalo (SUNY) launched an official WhatsApp channel for prospective international students. By opting in, students receive personalized updates – announcements, event invites, deadline reminders – right in WhatsApp, a platform they use daily. This allows UB’s admissions team to handle inquiries and nurture leads through quick chats and broadcasts on a familiar channel.

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    Source: University at Buffalo

    Branded and Program-Specific Search Campaigns: A real example is Assiniboine Community College in Canada, which runs search ads for terms such as “January intake Nursing diploma” – ensuring that students searching for nursing programs with upcoming start dates find Assiniboine’s program page first. By focusing on branded queries (school name, flagship programs) and niche program keywords, schools across the board make sure they capture students who are already intent on a particular school or offering.

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    Source: Google

    High-Converting Keyword Campaigns: Educational marketers also bid on bottom-funnel keywords that signal immediate intent – like “apply now,” “admissions deadline,” or “tuition fees [School].”  University of Louisville business school promoted its online MBA program with an urgent message: “Don’t miss out – this is your last chance to apply before the application deadline on 12/1! Start your application here.” By targeting such high-converting phrases in ads and search (and using urgency-laden copy), schools push motivated prospects to take action.

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    Source: Facebook

    Recap: Why You Need Both Paid Search and Paid Social

    Schools that depend on just one marketing channel risk falling behind. Students don’t stick to a single path when researching their options. Instead, they move fluidly between search engines and social platforms, using both to gather information, compare schools, and make decisions.

    This is why a dual-channel strategy matters. Paid Social helps schools introduce themselves, tell a compelling story, and spark curiosity early in the decision journey. It creates awareness and builds emotional connection. Paid Search, on the other hand, reaches students who are actively looking for specific programs, deadlines, and next steps. It captures intent and drives action.

    When both channels are aligned, schools gain full-funnel coverage. Retargeting efforts become more strategic, and nurture campaigns stay relevant from the first interaction to enrollment. As a result, conversions improve and return on investment increases.

    But to unlock the full value, schools must track every touchpoint, not just the final click. Integrating CRM data with UTM tags and analytics tools ensures you’re seeing the full picture and making smarter marketing decisions moving forward.

    Frequently Asked Questions

    Question: Is paid search the same as paid social?
    Answer: No. Paid search displays ads based on keyword searches on platforms like Google, while paid social promotes content on social media platforms like Facebook or TikTok. They target users differently and serve distinct stages of the enrollment funnel.

    Question: What is the difference between search and social?
    Answer: While paid social excels at sparking interest and building emotional connection, paid search is unmatched when it comes to capturing high-intent prospects. These are the students actively looking for programs, comparing options, or ready to take the next step. Paid search meets them right at the decision-making moment.

    Question: What are the disadvantages of Paid Search?
    Answer: Paid search can be costly due to high competition for keywords, especially in education. It also depends on users already showing intent, which limits brand-building. Without complementary channels, it may not generate enough awareness or early-stage interest.



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  • What They Do & Why You Need Them

    What They Do & Why You Need Them

    Reading Time: 14 minutes

    Prospective students no longer make decisions based on glossy brochures or carefully scripted marketing campaigns. They want real stories from real people, and they want to picture themselves as part of campus life before they ever set foot on it. That’s why student ambassadors have become indispensable.

    A student ambassador is more than a tour guide or spokesperson – they’re the authentic voice of your institution: a current student or recent graduate who shares lived experiences, highlights your community, and gives prospective students a glimpse of what life is really like. By acting as both storyteller and guide, ambassadors help institutions build trust at a time when trust is critical.

    This article explores who student ambassadors are, what they actually do, and why creating a program can give your institution a competitive edge. We’ll also cover how to select the right ambassadors, highlight the qualities that make them effective, and provide examples of schools that have successfully built and implemented programs.

    Struggling to stand out in a crowded market?

    Boost enrollment with digital student ambassador strategies!

    What Is a Student Ambassador Program?

    A student ambassador program is a structured initiative where carefully selected students serve as official representatives of their school. These ambassadors, whether current students or recent alumni, act as the institution’s authentic storytellers, sharing first-hand experiences with prospective students, parents, alumni, and the wider community.

    At its core, the program creates a bridge between the school and its audiences. Ambassadors embody the institution’s values and culture, providing insights that go far beyond brochures or websites. They might guide campus tours, host Q&A sessions, or showcase their daily life through social media takeovers. In every interaction, they give others a genuine window into what it’s like to be part of the community.

    The structure of these programs can vary, but most are run through admissions or marketing departments. Some rely on volunteers, while others pay ambassadors through work-study arrangements. Training is usually provided, ensuring ambassadors are prepared to represent the school across recruitment events, digital campaigns, and peer-to-peer outreach.

    The benefits are mutual. Institutions gain trusted, relatable voices that enhance visibility and build trust with future students. Meanwhile, ambassadors themselves develop leadership, communication, and professional skills that strengthen their résumés. Done well, these programs turn students into a school’s most powerful advocates.

    Roles and Responsibilities of Student Ambassadors

    So, what exactly do student ambassadors do? The short answer: a lot. They wear many hats, all focused on building connections and giving prospective students an authentic glimpse into campus life. Let’s break down their core responsibilities.

    Welcoming Campus Hosts

    Ambassadors lead tours, host orientation sessions, and share personal stories that bring campus life to life. Whether guiding a group across campus or welcoming students on a shadow day, they create a sense of belonging from the very first interaction.

    Outreach and Q&A

    Ambassadors are often the friendly voices behind follow-up calls, emails, or DMs. They answer questions about academics, housing, or student life, providing honest, peer-to-peer advice that builds trust.

    Event Support

    From open houses to admitted student days, ambassadors are the student face of recruitment events. They staff tables, join panels, and even help run virtual sessions, adding energy and relatability that administrators alone can’t replicate.

    Content Creation and Promotion

    Many student ambassador programs now include a digital storytelling component. Ambassadors create Instagram takeovers, vlogs, blogs, or TikTok snippets that showcase “a day in the life” through authentic eyes. This user-generated content is gold. It resonates far more than polished marketing materials.

    Peer Mentorship

    Beyond recruitment, ambassadors often mentor new students, particularly freshmen or international students. They answer questions, point peers toward resources, and serve as friendly guides who help boost retention and ease the transition into campus life.

    Liaisons with Administration

    Ambassadors also act as bridges between students and staff. They communicate common concerns to the administration and relay updates back to peers, fostering two-way communication and trust.

    At their core, student ambassadors represent and connect. They don’t just speak about the institution, they embody it. Every tour they lead, message they send, or video they post becomes a living example of the school’s values in action.

    Students want to see themselves in your school’s story. Ambassadors make that possible. They provide the human touch that no brochure or website ever could, turning curiosity into connection, and connection into enrolment.

    Qualities of an Effective Student Ambassador

    Not every student is the right fit for the ambassador role. Schools need to carefully select students who can represent their institution with authenticity and professionalism. So, what qualities set great student ambassadors apart?

    Strong Communication Skills: Effective ambassadors are clear, confident communicators. Whether chatting one-on-one with a nervous high schooler or speaking to a room of parents, they know how to connect. Online, their warmth and clarity shine through in emails, chats, or social media posts.

    Positivity and Enthusiasm: The best ambassadors radiate genuine excitement about their school. Their positivity is contagious, making visitors feel welcome and leaving a memorable impression.

    Leadership and Initiative: Great ambassadors don’t wait to be told what to do. Whether it’s helping a lost visitor or jumping into an online Q&A, they show reliability and initiative.

    Inclusivity and Empathy: Ambassadors ensure everyone feels valued. They’re sensitive to cultural differences, welcoming to all, and empathetic toward students navigating the uncertainty of big transitions.

    Professionalism: Even as students, ambassadors understand they represent the school’s brand. They arrive prepared, dress appropriately, and conduct themselves with courtesy, on campus and online.

    Knowledgeable and Resourceful: Ambassadors know the school’s programs, services, and traditions. And if they don’t know an answer, they know how to find it quickly.

    Digital Fluency: Today’s ambassadors are digital natives. They’re comfortable creating TikToks, hosting webinars, or managing Instagram takeovers. Their ability to adapt to new platforms is a vital asset.

    When these qualities come together, communication, enthusiasm, leadership, empathy, professionalism, knowledge, and tech skills, you get a true embodiment of the school’s values, someone who can make every interaction personal and every prospective student feel like they belong.

    Why Student Ambassadors Are Important (Benefits for Your Institution)

    Why should your institution invest in a student ambassador program? The answer is simple: ambassadors are one of the most effective ways to bring authenticity, engagement, and trust into your recruitment and marketing efforts. Let’s break down the key benefits.

    Authenticity in Marketing

    Prospective students are savvy. They don’t just want glossy brochures; they want honest voices. Student ambassadors bring that authenticity by sharing real stories, challenges, and triumphs. Their perspective humanizes your institution’s brand and makes every piece of content, whether a social media post or campus tour, more relatable and trustworthy.

    Increased Engagement

    When prospects hear directly from peers, engagement skyrockets. A student-led social media post, blog, or Q&A session feels personal, not promotional. For example, the University of Guelph’s student ambassador program boosted digital interactions dramatically, with a 45% increase in Twitter engagement and a 560% surge in Instagram likes within one semester. That’s the power of peer-driven content.

    Better Recruitment & Enrolment Outcomes

    A personal connection can make the difference between “I’m interested” and “I’m applying.” Ambassadors help prospects imagine themselves on campus, creating bonds that admissions staff alone can’t replicate. Schools like John Cabot University in Rome showcase ambassadors prominently in their recruitment strategy, even encouraging prospective students to contact ambassadors directly. That accessibility fosters trust and can translate into higher application and enrolment rates.

    Stronger Community & Retention

    Ambassadors bring new students and help keep them. By welcoming newcomers, offering guidance, and serving as peer mentors, ambassadors ease the transition to college life. At Bishop O’Dowd High School in California, nearly 400 student ambassadors reshaped the campus environment, creating what leaders called “a culture of positivity and engagement.” Programs like this build pride, morale, and stronger student retention.

    Expanded Reach (Especially Online)

    Your admissions team can’t be everywhere at once, but ambassadors can extend your reach digitally. From Instagram takeovers to late-night chats with international prospects, ambassadors provide real-time, student-to-student communication across time zones. They also bring the institution into spaces where prospects already spend time, such as YouTube, TikTok, and Discord, ensuring no question goes unanswered.

    Leadership Development (A Two-Way Benefit)

    It’s not just the institution that benefits. Ambassadors gain professional skills in leadership, communication, and digital engagement. Many list the role on resumes, use it to network with alumni, and carry their ambassador pride into their alumni years. That growth feeds back into your institution: the more empowered the ambassadors feel, the stronger advocates they become during and after their studies.

    More than just friendly faces, student ambassadors are powerful storytellers, culture shapers, and recruitment catalysts. They infuse authenticity into marketing, build personal bridges with prospects, enrich campus life, and extend your institution’s digital footprint. In the higher ed landscape, their influence can be the deciding factor in whether a prospect chooses your school.

    How to Build a Successful Student Ambassador Program

    So you’re ready to launch a student ambassador program. Where do you start? Building a program that feels authentic, sustainable, and effective requires more than just asking a few enthusiastic students to help at open houses. It needs strategy, structure, and a focus on both institutional goals and student development. Here’s a roadmap to help you design a program that works.

    1. Define Clear Objectives

    Before recruiting a single ambassador, clarify why your program exists.

    • Is your priority to boost applications?
    • Do you want to increase engagement at open houses and virtual events?
    • Or is the goal to expand your reach internationally?

    Your objectives shape everything else, from who you recruit to the channels you emphasize. For example, if international recruitment is a focus, it makes sense to involve multilingual students or those who’ve studied abroad.

    Example: The First Generation College Student Ambassador Program in Guilford County Schools was launched with a specific objective: to increase access to college for first-generation students. The program “aims to provide intentional, holistic, and hands-on experiences to increase access and opportunity” for participants and prepares them for the transition to higher education. By explicitly stating this purpose, the district kept the program focused, offering college tours, SAT/ACT prep, and workshops, all designed to meet the clear goal of empowering first-gen students to succeed after graduation.

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    Source: Guilford County Schools

    2. Establish Selection Criteria

    Not every student is ambassador material. Create eligibility guidelines that reflect the qualities you need.

    Look for:

    • Strong communication and interpersonal skills
    • Academic reliability (solid GPA)
    • Active involvement in campus life
    • A positive, professional online presence

    Diversity matters, too. Aim for a team that represents different programs, backgrounds, and perspectives so prospective students can connect with someone who reflects their own journey.

    Example: Vance-Granville Community College (NC): VGCC’s Student Ambassador Leadership Program sets strict selection criteria to ensure ambassadors have the right qualities. Applicants must “maintain a 3.0 GPA minimum” and be enrolled half-time, and they are evaluated on attributes like effective speaking skills, a positive first impression, adaptability, responsibility, and dependability. By codifying these requirements, VGCC attracts top student leaders who are academically solid and genuinely motivated to represent the college.

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    Source: Vance-Granville Community College

    3. Application and Interview Process

    Treat ambassador recruitment like a competitive job search.

    • Ask for an application form where students share why they want the role.
    • Request a short essay, or even better, a one-minute video to showcase personality and enthusiasm.
    • Review their social media presence; as they’ll likely use it in the role.
    • Conduct interviews or group activities to evaluate how they interact under pressure.

    The mix of application, interview, and review helps you select students who are genuinely passionate and prepared to represent your school.

    Example: Florida International University: FIU treats ambassador recruitment like a job hiring process, requiring candidates to go through multiple interview stages. Prospective FIU Student Ambassadors must “commit to participating in a phone interview, group interview, and a panel interview” as part of the application. Only students who successfully navigate all rounds and meet other requirements (e.g., 3.0 GPA, full-year commitment) are selected.

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    Source: Florida International University

    4. Provide Training and Ongoing Support

    Even the most outgoing students need preparation. Invest in structured training that covers:

    • Public speaking and communication skills
    • Diversity, equity, and inclusion awareness
    • Social media and digital etiquette
    • Detailed campus knowledge (history, traditions, key services)

    Provide ambassadors with FAQ sheets on admissions, housing, or financial aid so they feel confident answering questions. Assign a staff coordinator as a mentor and check in regularly. Occasional refresher sessions help keep everyone sharp.

    Example: Southside Virginia Community College: SVCC invests in training and team development for its ambassadors by mandating an orientation and an annual retreat. All new ambassadors must “attend annual Student Ambassador Orientation & Student Ambassador Retreat” and participate in monthly meetings. During these sessions, students receive guidance in public speaking, event hosting, and campus knowledge. The retreat, in particular, serves as both training and bonding – a dedicated time to build skills and camaraderie. Ongoing support from staff advisors (assigned at each campus) further ensures ambassadors have mentorship throughout the year.

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    Source: Southside Virginia Community College

    5. Define Roles and Set Expectations

    Clarity is essential. Outline exactly what ambassadors will do and how often.

    Examples include:

    • Weekly or monthly campus tours
    • Required participation in a set number of events per semester
    • Social media contributions (Instagram stories, blog posts, TikTok takeovers)
    • Optional extras like mentoring first-year or international students

    Compensation can be financial (work-study wages or stipends) or perks like free merch, event tickets, or professional development opportunities. Make sure the role feels rewarding and achievable alongside academics.

    Example: Wichita East High School: East High’s ambassadors operate under a clear set of responsibilities and expectations. According to the program description, ambassadors lead campus tours for new students and visitors, assist peers with college and job applications (including FAFSA help), promote school events on social media, maintain information boards, and volunteer at key events like college fairs. They are required to contribute a minimum of 40 volunteer hours annually in these activities. Ambassadors must also uphold school conduct standards and serve as role models.

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    Source: Wichita East High School

    6. Foster Team Spirit

    A successful ambassador program is also a community. Encourage bonding through:

    • Regular team meetings
    • Social gatherings or retreats
    • Recognition events or ambassador spotlights

    A strong sense of camaraderie boosts morale and translates into better representation at events. 

    Example: The College Preparatory School: At College Prep, fostering community is central to the ambassador program. The school’s Admission Ambassadors represent a student body of 370, where connection, curiosity, and collaboration are defining values. Each ambassador profile highlights not only individual strengths but also the shared culture of independence, kindness, and deep relationships that tie the community together. By spotlighting ambassadors’ personal stories and the values they embody, College Prep nurtures a sense of team identity that extends beyond recruitment events. This approach creates cohesion among ambassadors themselves while reflecting the school’s wider commitment to inclusivity and connection, ensuring the program is both a showcase and a unifying force for the entire student body.

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    Source: The College Preparatory School

    7. Integrate Ambassadors into Marketing

    Think beyond tours and open houses. Ambassadors can be powerful storytellers for your brand.

    • Invite them to contribute blogs, vlogs, or Q&As for your website.
    • Run student social media takeovers for a “day in the life” view.
    • Feature ambassadors in recruitment videos or email campaigns.
    • Have them moderate online communities for admitted students, such as Facebook or Discord groups.

    Encouraging ambassadors to share personal milestones, like landing an internship or study abroad experience, also strengthens your brand with authentic proof points.

    Example: John Cabot University: JCU has woven student ambassadors directly into its admissions and marketing communications. The university’s website features a “Meet Your Student Ambassadors” page with profiles of current students (including photos, majors, hometowns, and personal stories) and actively invites prospects to connect with them. Interested students can schedule a one-on-one video call via Calendly or send an email to reach a JCU ambassador. This approach makes ambassadors a front-line part of marketing – essentially living testimonials that lend authenticity. JCU ambassadors also create content: they share their experiences through blogs and social media takeovers, giving an inside look at life in Rome.

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    Source: John Cabot University

    8. Collect Feedback and Evolve

    Don’t let your program run on autopilot. Measure its impact and adjust.

    • Ask prospective students if ambassador interactions influenced their decision.
    • Gather feedback from ambassadors about training, workload, and support.
    • Monitor metrics: event attendance, social media engagement, and application trends.

    If you notice gaps, like not enough STEM majors on your team or weak performance at virtual events, adapt accordingly. A good ambassador program evolves with your institution’s needs and with changes in student behavior.

    Example: University of Guelph: Guelph’s social media ambassador initiative shows the importance of measuring impact and iterating. After launching the program, Guelph didn’t just celebrate a surge in likes and follows – they dug into analytics to see what prospective students cared about. For example, by tracking which web pages prospects visited via ambassadors’ posts, the admissions team discovered an unexpectedly high interest in student housing information. With that insight, they adjusted their content strategy: ambassadors began creating more posts about dorm life and residence tours.

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    Source: Higher Ed Experts

    Bringing It All Together

    When structured thoughtfully, a student ambassador program becomes a win-win. Prospective students see a genuine, welcoming face of your institution. Current students gain leadership skills and professional growth. And your institution benefits from more authentic marketing, stronger recruitment outcomes, and an energized campus culture.

    It’s more than a marketing tactic; it’s an investment in your community. Build it right, and your ambassadors will become some of your strongest advocates, now and well into their alumni years.

    Turning Students Into Your Strongest Advocates

    Student ambassador programs are far more than a recruitment tool. They are a way to put authentic student voices at the heart of your institution’s story. Ambassadors connect with prospects in ways no brochure or campaign ever could, offering real-life perspectives that build trust and spark genuine interest.

    For institutions, the benefits are clear: more authentic marketing, stronger engagement, improved recruitment outcomes, and a livelier campus community. For students, it’s a chance to develop leadership, communication, and professional skills while giving back to the school they love.

    The key is to be intentional. Define your goals, select the right ambassadors, support them with training, and continually refine the program. Done well, an ambassador initiative can become one of your institution’s most impactful long-term assets. Creating student advocates who not only help today’s prospects but remain champions of your brand long after graduation.

    Struggling to stand out in a crowded market?

    Boost enrollment with digital student ambassador strategies!

    Frequently Asked Questions

    Question: What is a student ambassador program? 

    Answer: A student ambassador program is a structured initiative where carefully selected students serve as official representatives of their school. These ambassadors, whether current students or recent alumni, act as the institution’s authentic storytellers, sharing first-hand experiences with prospective students, parents, alumni, and the wider community.

    Question: What is the role of a student ambassador? 

    Answer: The short answer: a lot. They wear many hats, all focused on building connections and giving prospective students an authentic glimpse into campus life. 

    Question: What qualities does a student ambassador have?

    Answer: A student ambassador has strong communication skills, enthusiasm, leadership, inclusivity, professionalism, knowledge of their institution, resourcefulness, and digital fluency, allowing them to authentically represent their school and connect meaningfully with prospective students.

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  • Top Characteristics of a Student Ambassador

    Top Characteristics of a Student Ambassador

    Reading Time: 14 minutes

    Student ambassadors are more than just friendly faces on a campus tour; they’re living, breathing stories of what it’s really like to study at your institution. Whether they’re current students or recent alumni, they give prospects something no brochure or ad campaign can match: authenticity.

    Today, that authenticity is going digital. Many institutions are now recruiting digital student ambassadors who meet prospects where they already spend most of their time, on social media, in live chats, and across online communities.

    So, why does this matter? Because ambassadors humanize your school’s brand. They answer questions honestly, share glimpses of daily life, and help prospects picture themselves as part of the community. For Gen Z, especially, that peer-to-peer connection is gold. A relatable student voice can often be far more persuasive than a polished marketing message.

    As we’ll see, many of the qualities and characteristics of a student ambassador remain constant, but success in the digital realm also requires some special skills. Let’s start with the basics – what exactly does a student ambassador do, and how would we describe this role?

    Struggling to stand out in a crowded market?

    Boost enrollment with digital student ambassador strategies!

    What Is a Digital Student Ambassador?

    How would you describe a student ambassador? A student ambassador is a representative of their institution who shares authentic experiences, supports prospective students, and fosters a welcoming community. They act as a bridge between the school and its audience, answering questions, giving insights, and promoting campus culture through personal interaction, events, and digital engagement.

    On digital channels, these ambassadors take on a new kind of role: becoming micro-influencers for your school. They showcase campus moments on Instagram Stories, upload vlogs to YouTube, or join discussion threads to help someone halfway around the world decide whether your school is the right fit.

    And here’s where “digital” makes the difference. Traditional ambassadors focus on in-person tours, open houses, and campus events. Digital ambassadors bring that same personal touch into the online world. They host live Q&As, post blogs or videos, and respond to inquiries on platforms like Unibuddy, connecting with prospects who may never set foot on campus before applying. For international or out-of-town students, these online connections can be the deciding factor. The best blend is the warmth of a welcoming peer with the creativity and consistency of a skilled content creator. 

    Digital Student Ambassador Responsibilities:

    • Welcoming and Touring Visitors: Ambassadors guide campus tours, share personal stories, and help visitors envision themselves as part of the community. They may host “shadow days,” lead Q&A panels at open houses, or ensure new students feel at ease during orientation.
    • Outreach and Communication: Many connect directly with prospects through calls, emails, and social media. They answer questions, follow up with applicants, or even make congratulatory calls to admitted students. Some take over institutional Instagram accounts or host live Q&A sessions, providing candid insights into academics, housing, and student life.
    • Event Support and Promotion: Ambassadors often help plan and run recruitment events, student panels, and webinars. They may work with faculty to coordinate workshops or invite speakers from student services, bringing a student-led energy to every event.
    • Content Creation and Storytelling: Today’s ambassador programs frequently include content production. Students might write blogs, create videos, or manage social media takeovers to highlight campus life.
    • Peer Advising and Support: Beyond recruitment, ambassadors mentor new and younger students, answer parent questions, and direct peers to campus resources. In certain settings, such as K-12 schools or community programs, they may lead workshops or classroom discussions.
    • Bridge Between Students and Administration:  Ambassadors also act as liaisons, communicating student feedback to staff and reinforcing institutional values within the student body. This two-way role supports a stronger campus culture and understanding.

    Ultimately, the role is about representing the school’s values and culture through genuine, student-to-student engagement. As one Higher Education Marketing advisor explains, “Students want to see themselves in your school’s marketing material”, and ambassadors make that possible.

    Whether volunteer or paid, ambassadors gain significant benefits: leadership and communication skills, valuable networking, and a stronger sense of belonging. Many describe the experience as a highlight of their education, one that builds confidence and allows them to give back to their community.

    The Rise of the Digital Student Ambassador

    The student ambassador role isn’t new, but the way it’s delivered has changed dramatically. Today, many of those warm, peer-to-peer conversations that once happened during campus tours now take place entirely online. That’s where the digital student ambassador comes in.

    What is a digital ambassador? A digital ambassador is a student representative who promotes their institution online through social media, live chats, and virtual events. They share authentic experiences, answer questions, and create engaging content, helping prospects connect with the school community, even if they can’t visit campus in person.

    The job is the same at its core: share genuine student experiences and help prospects imagine themselves at your school. But instead of shaking hands at an open house, digital ambassadors are hosting live virtual tours, answering questions in chat rooms and giving followers a real look at campus life through Instagram, TikTok, or YouTube. For many prospects, especially those researching from halfway around the world, this might be their very first interaction with your institution. That’s why the role is so powerful. Here are the top  characteristics of a student ambassador:

    Communication That Connects Through a Screen

    Speaking to a room is one thing. Making someone feel welcome through a camera or a line of text is another. Digital ambassadors need to master both. They know how to keep responses clear, friendly, and relatable, whether that’s through a quick message in a DM, a 30-second Instagram Story, or a thoughtful blog post. They understand tone, timing, and even how the right emoji can make an online exchange feel personal.

    Self-Motivation in a Flexible Role

    Unlike traditional ambassadors who work during scheduled tours or events, digital ambassadors often manage their own hours. They might respond to a question late in the evening, keep up with multiple conversations across platforms, or check in with an international prospect in a different time zone. That means self-motivation is of extreme importance. The best digital ambassadors don’t wait for prompts. They’re proactive about reaching out, following up, and making sure no question goes unanswered.

    Tech-Savvy and Adaptable

    A digital ambassador’s toolkit can change from one day to the next. One moment they’re editing a TikTok video, the next they’re co-hosting a Facebook Live Q&A or answering questions in a university’s custom chat app. They’re comfortable switching platforms, solving small tech issues, and adapting quickly when something unexpected happens. They also understand how to use each channel’s strengths to create the most impact, whether that’s a quick selfie video for a personal touch or a detailed written reply for complex questions.

    Bringing Energy Online

    Here’s the challenge: online, you don’t have the buzz of an in-person conversation to carry you. That means enthusiasm has to work harder. The best digital ambassadors make their passion for the school shine through in every message, video, or post. Research backs this up: positive, genuine interactions between current and prospects are one of the biggest drivers of enrollment conversions.

    To recap, what makes a good ambassador? A good ambassador is authentic, approachable, and knowledgeable, with strong communication skills. They represent their institution with enthusiasm, build trust through genuine connections, and adapt easily to different audiences and platforms, ensuring every interaction leaves a positive, lasting impression.

    In essence, a digital student ambassador is more than a student with social media skills. They’re a trusted peer, a skilled communicator, and a tech-savvy connector who can make a prospect feel seen, heard, and excited, no matter the distance. Schools that invest in them aren’t just extending their reach; they’re deepening their influence from the very first interaction.

    Key Qualities of a Great Student Ambassador

    What separates a good student ambassador from a truly exceptional one? Whether they’re greeting visitors in person or connecting with prospects online, the standouts share a set of defining qualities that make them unforgettable.

    Communication That Connects

    Great ambassadors are master communicators. They’re equally skilled at chatting one-on-one with a shy high school student or presenting to a room full of parents. They don’t just speak; they listen. They pick up on unspoken concerns, ask clarifying questions, and tailor their responses so every prospect feels understood. In a digital context, this means writing with warmth and clarity; friendly enough to spark conversation, yet concise enough to respect attention spans. They adapt effortlessly: a casual tone on Instagram, a polished one in email, and an authentic voice in video.

    Positivity That’s Contagious

    An ambassador’s outlook shapes a prospect’s first impression of the school. The best ones radiate genuine enthusiasm, never forced, never “salesy.” Their love for the institution is real, and it shows in every conversation, every smile, and every story they share. Admissions teams often spot potential ambassadors by noticing who already volunteers for events or naturally promotes their campus. Enthusiasm is magnetic: when an ambassador talks about their favorite class or a beloved campus tradition, that excitement becomes impossible to ignore.

    Initiative and Leadership in Action

    True leaders don’t wait for instructions; they step in. Exceptional ambassadors are proactive, spotting the student standing alone at an event and striking up a conversation, or jumping in to answer an unanswered question in a group chat. They embody self-discipline, integrity, and the ability to make others feel welcome. For digital ambassadors, initiative is non-negotiable. They must work independently, manage their time, and seize every opportunity to engage.

    Inclusivity and Empathy

    Great ambassadors make every prospect feel like they belong. They’re culturally aware, sensitive to differences, and skilled at connecting across backgrounds. They know what it’s like to be the newcomer, uncertain, maybe even overwhelmed, and they respond with patience and understanding. Whether reassuring an international student about campus diversity or helping a first-generation applicant navigate the admissions process, they create an atmosphere of welcome and respect.

    Professionalism You Can Count On

    While the role is peer-driven and personable, it’s also a serious responsibility. Ambassadors represent the school’s brand, and reliability is key. That means showing up on time, honoring commitments, and maintaining a respectful, professional demeanor, even in casual interactions. Digital ambassadors, in particular, must be disciplined enough to manage their role without constant oversight, delivering the same level of professionalism online as in person.

    Knowledge and Resourcefulness

    Prospects ask everything: from residence life to program details to financial aid. Ambassadors aren’t expected to have all the answers, but they must be well-informed about the institution’s key offerings and know exactly where to find information when needed. The strongest ambassadors are resourceful problem-solvers, following up quickly and connecting prospects to the right campus contacts. This builds trust and leaves prospects feeling supported.

    Digital Fluency (for Online Engagement)

    For digital student ambassadors, tech skills aren’t optional; they’re foundational. They navigate social media platforms, live chat tools, and video conferencing software with ease, staying on top of online trends and knowing how to leverage each platform’s strengths. They understand digital etiquette, moderate discussions effectively, and troubleshoot minor tech issues without losing composure. In short, they bring creativity, adaptability, and technical confidence to the role, turning digital spaces into welcoming, interactive environments.

    When you combine these student ambassador qualities: communication, positivity, initiative, inclusivity, professionalism, knowledge, and tech fluency. You get a student ambassador who doesn’t just represent the school… they embody it. They make every interaction feel personal, every prospect feel valued, and every conversation a step closer to enrollment.

    Examples of Great Student Ambassador Programs

    John Cabot University 

    John Cabot University, an American university in Rome, runs a robust student ambassador program that shows how ambassadors can touch many facets of campus life. John Cabot University’s ambassadors are actively involved in the orientation process, event planning, leadership, and student support. 

    Their profiles (complete with friendly photos and contact info) are featured on the school site to invite connections. This approachable public presence signals to new and prospective students that they have peer resources ready to help. John Cabot’s example underlines the importance of choosing outgoing, involved students – their ambassadors take on leadership in organizing events and mentoring newcomers, embodying the school’s warm, inclusive culture from the start.

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    Source: John Cabot University

    Academy of Applied Pharmaceutical Sciences

    Smaller career-focused colleges also leverage ambassadors. The Academy of Applied Pharmaceutical Sciences (AAPS) in Toronto uses student ambassadors in marketing-savvy ways by showcasing student and alumni success stories. AAPS regularly celebrates Student Success Stories: for example, posting when an alumnus lands a dream job in the pharmaceutical industry. These stories (often shared on AAPS’s website and social channels) let prospects “see themselves achieving their goals” at the college.

    In essence, AAPS ambassadors become living proof points of outcomes, saying “look what our students achieve; you can join them.” Ambassadors share their journeys and tips (on Facebook, YouTube, LinkedIn, etc.), adding authenticity to recruitment. The key is that AAPS selects enthusiastic storytellers proud of their field, so their posts come off as peer-to-peer endorsements of the college’s programs. This example shows that digital ambassador content doesn’t always mean live chats; even a series of student highlight posts with quotes and photos can serve as powerful testimonials.

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    Source: AAPS

    Terry College of Business, University of Georgia (USA)

    Business schools often rely on ambassadors to convey the program’s culture to applicants (for MBA or undergraduate business programs). The Terry College of Business at UGA has a team of Terry Ambassadors who exemplify leadership and community-building. Their mission statement: “Leading by example, ambassadors engage with students and alumni to build community within the college, increase understanding of opportunities available, and further the Terry legacy.” 

    This highlights how ambassadors at a business school not only assist with recruiting new students but also serve as connectors among current students and alumni – bridging different parts of the community. Terry Ambassadors are selected for attributes like strong academic records, interpersonal skills, and dependability. They uphold values such as integrity, respect, and servant leadership, acting as role models. 

    In practice, they host networking events, speak with prospective business majors about career opportunities, or welcome alumni back to campus. The benefit is two-fold: prospects get insiders’ perspectives on the program, and the ambassadors themselves gain networking and leadership experience (Terry explicitly notes ambassadors “develop a strong network of peers, alumni and professionals” as a benefit of the role. This example shows a slightly different angle – ambassadors not just for admissions, but for fostering pride and connections within a college community.

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    Source: Terry College of Business

    Middlebury Language Schools 

    Specialized programs like language immersion schools use ambassadors. At Middlebury’s famed Language Schools, former students act as student ambassadors to share their experience with prospective enrollees. 

    For example, the Japanese Language School has student ambassadors listed with their emails so interested students can reach out to ask about the immersion program. These ambassadors answer questions like “What surprised you about your experience?” and “How much did your Japanese improve?”, giving honest testimonials about the intensive summer program. This helps prospects, who might be nervous about the immersion pledge, hear directly from peers who succeeded.

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    Source: Middlebury Language Schools

    The ambassadors in this context need to be candid and reflective, able to articulate how they overcame challenges and why the program was worth it. Their enthusiasm for language learning and personal growth becomes a selling point for others. It’s a great example of how even non-traditional educational settings leverage peer ambassadors to build trust – after all, who better to convince someone to spend a summer speaking only Japanese than a student who did it and loved it?

    Bishop O’Dowd High School 

    High schools also use student ambassadors, often in admissions tours or as “student hosts.” Bishop O’Dowd, a Catholic college-preparatory high school, actually has an army of nearly 400 student volunteers in its ambassador program – affectionately nicknamed the “Dragons” (after the school mascot). According to their admissions director, this large-scale program has been “transformative for the campus culture itself”. With so many students involved, it created “a culture of positivity and a willingness in students to truly engage” on campus. 

    Ambassadors at O’Dowd not only assist with tours and open houses, but by telling their personal stories to visitors, they have also become more reflective and positive about their own school experience. This is a powerful insight: a well-run ambassador program doesn’t just benefit the admissions office; it can fundamentally boost student morale and leadership school-wide. The key qualities for these youth ambassadors include being outgoing, responsible, and service-oriented – essentially, being proud “Dragons” who want to share that pride. 

    For younger students (high schoolers), being an ambassador also instills college and career-ready skills early on, such as public speaking and collaboration. Bishop O’Dowd’s example demonstrates how scale and inclusivity (hundreds of ambassadors representing all types of students) can amplify impact: every prospective family can meet a student who resonates with their child’s interests or background.

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    Source: Bishop O’Dowd High School

    Empowering Students as Digital Ambassadors

    A great digital student ambassador is more than a smiling face on a brochure. They’re a communicator, a leader, a tech-savvy problem-solver, and, most importantly, a genuine student voice. They bridge the gap between your institution and prospects, turning formal marketing into an authentic human connection. 

    And the proof is in the results. When the University of Guelph launched its student social media ambassador program, engagement skyrocketed: 45% more interactions on Twitter and a 560% surge in Instagram likes, all in the first semester. Why? Because prospects trust real students sharing real experiences.

    In conclusion, choose ambassadors who radiate positivity, connect easily with others, and navigate the online world with confidence. Give them the training they need, social media best practices, Q&A techniques, but don’t strip away their personality. Authenticity is their greatest asset, and when they’re free to speak in their own voice, it resonates far beyond what any scripted message can.

    For students considering the role, here’s your sign to go for it. If you naturally talk about your school with enthusiasm, becoming an ambassador is simply channeling that passion into impact. You’ll build leadership skills, expand your network, and help future students feel at home before they even arrive.

    In the end, the formula for a great digital ambassador is the same as for any ambassador: a sincere desire to help, connect, and inspire, supercharged by the reach of digital media. When schools and students partner in this way, everyone wins. Students grow as leaders, institutions gain their most credible advocates, and prospective learners get the authentic, peer-to-peer insight they crave. In an age where trust drives enrollment, investing in student ambassadors is investing in your most powerful recruitment asset: your own students.

    Struggling to stand out in a crowded market?

    Boost enrollment with digital student ambassador strategies!

    Question: How would you describe a student ambassador?
    Answer: A student ambassador is a representative of their institution who shares authentic experiences, supports prospective students, and fosters a welcoming community. They act as a bridge between the school and its audience, answering questions, giving insights, and promoting campus culture through personal interaction, events, and digital engagement.

    Question: What makes a good ambassador?

    Answer:  A good ambassador is authentic, approachable, and knowledgeable, with strong communication skills. They represent their institution with enthusiasm, build trust through genuine connections, and adapt easily to different audiences and platforms, ensuring every interaction leaves a positive, lasting impression.

    Question: What is a digital ambassador?

    Answer: A digital ambassador is a student representative who promotes their institution online through social media, live chats, and virtual events. They share authentic experiences, answer questions, and create engaging content, helping prospects connect with the school community, even if they can’t visit campus in person.

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  • Snapchat School Marketing: What Schools Should Know

    Snapchat School Marketing: What Schools Should Know

    Reading Time: 14 minutes

    How effective are Snapchat school campaigns? Snapchat may no longer be the “shiny new toy” in the social media landscape, but it continues to offer something few platforms can match: authentic, ephemeral connection with Gen Z. While platforms like TikTok, Instagram, and YouTube dominate the headlines, Snapchat remains deeply embedded in the daily lives of many teens and young adults, especially in North America, Europe, and parts of the Middle East. 

    For education marketers targeting younger demographics, Snapchat’s low-friction, high-engagement environment makes it a powerful, if often underutilized, channel. From personalized outreach and peer-led takeovers to geofilter-powered event promotion, Snapchat school digital marketing campaigns meet students on their terms with content that feels spontaneous, creative, and real.

    This blog post explores how different types of institutions: business schools,  language schools, career colleges, K–12 schools, and universities, can use Snapchat strategically to support their enrollment goals, community engagement, and brand building.

    Why Snapchat Still Matters

    Globally, Snapchat’s active user base tops 850 million. In key recruitment markets like North America, parts of Europe, and the Middle East, teens and young adults continue to use Snapchat as a daily communication hub. What makes it especially powerful for education marketing is the way it enables institutions to meet students where they are in their preferred format, tone, and space.

    How does Snapchat college work? Snapchat’s college features, like School Communities, offer institutions a way to foster peer-to-peer engagement within a verified, digital campus environment. It strengthens school spirit, encourages student interaction, and creates new touchpoints for community-building in a format Gen Z prefers.

    Snapchat offers unique features that make it a great tool for engaging students and supporting education marketing. Its main appeal is that content, like photos and 10-second videos, disappears after being viewed, which makes it feel immediate and personal, unlike traditional social media. Some key features include:

    Stories: Stories allow users to string together multiple snaps (photos or videos) that are viewable for 24 hours. This feature helps schools showcase campus life, events, and student takeovers in a way that feels immediate and engaging. Schools can post regular updates, highlights of campus activities, and even have students take over the account for a day to give a personal perspective on student life.

    Snapchat School Communities: In 2024, Snapchat introduced School Communities, which let students join private groups for their school. Members can view and contribute to shared Campus Stories visible only to classmates. These communities help students connect with peers in a secure, school-specific space, making it easier to share experiences, participate in group chats, and discuss common interests. Snapchat verifies members using their official school email addresses and gives them a special badge on their profiles.

    Geofilters and AR Lenses: Geofilters are custom-designed overlays available to users in a specific location. Schools use geofilters for events like campus tours, admitted student days, or graduations, turning these moments into shareable, branded experiences. Augmented reality (AR) lenses, which add fun virtual elements to photos, can also be used to promote school spirit and engagement.

    User-Generated Content (UGC): Snapchat thrives on content created by its users. Schools encourage UGC through activities like account takeovers, contests, and Q&As. These features allow students to contribute their own content, giving a more authentic, behind-the-scenes view of campus life.

    Example: NYU (Snapchat username: nyuniversity) has leveraged Snapchat’s geofilter feature to welcome and engage prospective students. In 2016, NYU introduced a custom Snapchat geofilter for its Admitted Students Day event, even running a student design contest to create the filter. The winning filter gave visiting admits a fun way to announce their presence at NYU on Snapchat. NYU’s official news release also encouraged the community to “Add us on Snapchat” for behind-the-scenes campus glimpses and student takeovers.

    Source: NYU

    Snapchat Ads and Discover: In addition to organic content, Snapchat offers a robust ads platform and a Discover media section. While Discover is mostly for professional media partners, schools can utilize Snapchat Ads Manager to run targeted ad campaigns for recruitment. From short video ads to swipe-up web forms, Snap ads can reach users by age, location, interests, and more, crucial for enrollment marketing. 

    What does putting your school on Snapchat do? Listing your institution on Snapchat enables a digital community where students connect, share, and engage under your brand. While not managed by the school, this community becomes a valuable extension of campus life and student culture.

    How does Snapchat verify your school? Snapchat confirms membership by requiring students to use their institutional email address for verification. This automated system ensures only enrolled individuals access the community, minimizing moderation needs while maintaining student privacy and authenticity.

    With expertise in education marketing, agencies like HEM help schools navigate these ad tools as part of an integrated digital marketing strategy, ensuring Snapchat campaigns align with enrollment goals and complement efforts on other platforms. 

    To learn more about crafting cross-platform campaigns, see HEM’s digital marketing services specifically for education organizations, which cover social media, paid ads, content, and more.

    With this foundation, let’s examine how various types of educational institutions are using Snapchat in practice, from the tech-savvy prep school to the global MBA program.

    K–12 Schools: Building School Spirit With Caution and Creativity 

    K–12 schools, particularly high schools, face a unique challenge when it comes to Snapchat. While teens are highly active on the platform, schools must balance the need for engagement with a duty of care, especially considering their minor student populations. Despite these concerns, some schools have found creative ways to use Snapchat to build school spirit, communicate with students, and engage parents and alumni, all while ensuring privacy and safety.

    One common use of Snapchat in schools is to share quick glimpses of campus life and events, offering a more personal and immediate connection than traditional communications like newsletters. 

    Schools also leverage Snapchat’s geofilters for major events like prom, graduation, or sports games, encouraging students to use school-branded filters. These geofilters, often featuring the school name or mascot, help increase visibility and pride as students share their celebratory moments with their networks.

    Example: At Lincoln School in Costa Rica, a student designed an official Snapchat geofilter for the campus, enabling students to overlay a custom school graphic on their snaps. Geofilters like this rally school spirit during events and make it easy for students to share branded moments from school.

    Source: Facebook

    While Snapchat offers numerous opportunities for engagement, schools must exercise caution. Privacy concerns are paramount, and schools typically avoid following students back on the platform. They also direct more serious inquiries to email or in-person discussions.

    Ultimately, Snapchat can be a powerful tool for K–12 schools when used thoughtfully with clear goals, safety protocols, and creative student involvement. However, schools should evaluate their resources and decide if the platform aligns with their communication strategy. 

    For those who are unsure about how to get started, education marketing consultants HEM can offer guidance to help schools develop effective, safe social media strategies.

    Language Schools: Capturing Culture, Fun, and Learning in Real Time

    Language schools, including ESL institutes, immersion camps, and university pathway programs, serve a naturally youthful audience: students who are eager to share their cultural and educational experiences. For this reason, Snapchat is a fitting addition to their marketing strategy. With over 38% of Snapchat’s users aged 18 to 24, it offers a great opportunity to reach teen learners who are already on the platform. 

    Snapchat’s popularity among this age group makes it ideal for language schools looking to connect with students where they spend their time. While platforms like Facebook may be better suited for reaching parents, Snapchat helps schools tap into the social, youthful energy of their student base.

    Language schools use Snapchat in several ways to engage their audience. One key strategy is showcasing student life and local culture in real-time. By giving students control of the school’s Snapchat account, schools allow them to share their experiences, from excursions to daily activities. 

    Example: CEA ran a campaign called “10 Stages of Study Abroad,” where students shared their personal journeys through Snapchat, from arrival to cultural experiences. This user-generated content, filled with emojis and candid moments, felt real and approachable, making it an ideal way to engage teens considering studying abroad.

    Source: CEA

    Additionally, language schools use Snapchat for quick-hit teaching and engagement. Posting a “word of the day” with a fun illustration or running mini-quizzes encourages interaction and reinforces learning. These spontaneous, playful posts not only engage current students but also expand reach as followers share and respond.

    Finally, Snapchat can be used for international recruitment, particularly in regions where the platform is popular. Snapchat school campaigns can target specific countries where teens are heavy Snapchat users and run geo-targeted ads to promote their programs. 

    While Snapchat offers valuable engagement opportunities, not every language school may have the resources to manage it. If maintaining a regular presence is challenging, schools may choose to focus on other platforms like Instagram or YouTube. 

    However, if Snapchat aligns with your target demographic and storytelling style, it can be a powerful tool in your marketing mix, provided you post consistently and keep the tone light and authentic. Language learning is filled with fun and cultural moments, making Snapchat’s informal style the perfect vehicle for sharing these experiences.

    Colleges: Bringing Practical Learning to Life

    Colleges, ranging from community colleges to vocational institutes, serve a diverse audience, from recent high school grads to working adults seeking new skills. To connect with these students, platforms like Snapchat offer a unique opportunity. 

    Although adoption has been slow, career colleges that have embraced Snapchat report high engagement and significant benefits. Snapchat allows these institutions to showcase hands-on learning experiences and workforce outcomes in a way that feels authentic and immediate, which resonates with prospective students, particularly those focused on practical skills and career outcomes.

    One major way career colleges leverage Snapchat is by giving students the platform to share real-time glimpses of their training. For instance, technical institutes may use Snapchat Stories to offer behind-the-scenes looks into workshops or classrooms. This content provides a dynamic, visually engaging alternative to traditional brochures, showcasing students’ day-to-day experiences in fields like auto mechanics or culinary arts. 

    Example: Owens Community College empowers student content producers to share everything from welding sparks to nursing students practicing IVs. This hands-on, visual storytelling appeals directly to prospective enrollees, giving them a taste of life in their chosen field.

    Source: Owens Community College 

    In addition to showcasing student life, career colleges use Snapchat to bring workforce outcomes to life. Through alumni takeovers, schools can give prospective students a “day in the life” of a graduate, showing how their programs led to real career success. This adds a personal, relatable touch that resonates more than statistics alone.

    Snapchat’s advertising tools also play a pivotal role in recruitment. Career colleges can use Snapchat Ads to target specific age groups or demographics, promoting relevant programs or seasonal events. For example, a cosmetology school could run an ad campaign targeting local teens to promote an open house, encouraging immediate sign-ups through Snapchat’s lead-gen feature.

    While Snapchat offers clear benefits, career colleges must be cautious about the content they share, especially when dealing with sensitive or confidential aspects of certain programs. Social media policies must be in place to protect privacy and ensure safety protocols are not compromised. Additionally, moderation is crucial to maintain professionalism, particularly when engaging with prospective students via interactive features like Q&As.

    Despite these considerations, career colleges that embrace Snapchat can build a modern, relatable brand, connect with a younger audience, and showcase their unique offerings. With the right strategy, Snapchat can be a powerful tool to attract the next generation of students. For colleges unsure where to start, digital marketing specialists can help create a strategy that includes content planning, staff training, and targeted ad campaigns to maximize impact.

    Universities: Scaling Engagement With Personalization

    Universities have been early adopters of Snapchat in the education space, using it to engage prospective students and strengthen their campus communities. 

    The platform’s youth-driven, real-time, and personal nature makes it a perfect fit for engaging 17–18-year-old prospects and meeting them where they already spend their time. Universities have utilized Snapchat for everything from personalized admissions outreach to virtual campus tours, showcasing the immediate and authentic experiences that Gen Z craves.

    One standout use of Snapchat is personalized admissions and outreach. The University of Wisconsin–Green Bay gained attention by notifying hundreds of accepted students through Snapchat, offering a personal touch with fun campus photos and a message like “Welcome to the Phoenix family!” This creative approach made a lasting impression, fostering a sense of connection with incoming students. Many other universities have followed suit, using Snapchat to welcome students or remind them about key deadlines, creating an interpersonal feel that’s hard to achieve with traditional email.

    Example: UW–Green Bay’s Snapchat notifications let students engage by snapping selfies back, creating an interactive and memorable admissions experience.

    Source: UW–Green Bay 

    Another common strategy is virtual campus tours and Q&As. Before virtual tours became widespread, universities like UW–Green Bay were already using Snapchat to show prospective students around campus, from dorms to dining halls, answering questions along the way. These casual, behind-the-scenes tours are an engaging way to help students envision themselves on campus, giving them a more authentic and intimate view of student life. This approach also allows universities to reach thousands of potential students in a relaxed, informal way.

    • Example: UW–Green Bay used Snapchat to host Q&A sessions on topics like financial aid and study abroad, allowing students to ask questions privately, making the experience feel more personal and accessible.

    In addition to these strategies, many universities leverage student takeovers and ambassador programs, where students take over the Snapchat account for a week to share their day-to-day experiences. This approach humanizes the institution, allowing prospective students to connect with real students in an authentic way. Universities like UNC–Chapel Hill have seen success with this model, using cross-platform promotion to ensure maximum visibility for the takeovers.

    • Example: At UNC–Chapel Hill, Snapchat takeovers are often cross-promoted on Twitter, with students sharing everything from campus life to personal milestones.

    For contests and user-generated campaigns, universities often run engagement initiatives like Snapchat scavenger hunts or spirit photo contests. These campaigns incentivize students to engage with the platform and promote the school while integrating online interaction with offline connections. Such contests increase visibility and drive student participation, making them a fun, interactive way to build community.

    • Example: Princeton’s “Snap as You Pack” contest encouraged incoming students to send snaps of their packing process, with winners receiving prizes at a campus event, turning digital interactions into real-world connections.

    Universities also utilize Snapchat ads for recruitment and yield campaigns, with many seeing impressive returns. Finally, community building and retention is a growing area for Snapchat. With features like School Communities, universities are creating digital spaces for current students and alumni to share experiences and connect. 

    In conclusion, universities have effectively integrated Snapchat into their recruitment and engagement strategies. The key takeaway is the importance of authenticity and timeliness—students respond far more to real, relatable content than polished marketing. With careful planning, universities can use Snapchat not just as a novelty but as a core element of their digital strategy, driving awareness, engagement, and ultimately, enrollment.

    Business Schools: Elevating Outcomes With Authentic Storytelling

    Business schools, though often catering to older students focused on career advancement, are increasingly turning to Snapchat to humanize their brand and engage digital-native prospects. Snapchat’s bite-sized, authentic content resonates with younger audiences, offering business schools a unique opportunity to showcase their community and career outcomes in a dynamic, engaging way.

    One of the most effective strategies employed by business schools is Snapchat alumni takeovers. Bentley University, for example, hosts monthly takeovers where alumni share “a day in the life” from their workplace, whether it’s at a Big Four accounting firm or a tech startup. These takeovers provide prospective students with a candid, behind-the-scenes look at life after graduation, helping them envision themselves in similar roles. This strategy not only promotes outcomes but also activates the alumni network, turning graduates into ambassadors for the school.

    Example: Bentley University’s alumni takeovers offer a real-life glimpse into successful careers, showcasing alumni in cities across the country working for top companies.

    Source: Bentley University

    Business schools also use Snapchat’s interactive features to engage prospects during admissions events. NYU’s Stern School of Business, for instance, leveraged geofilters during its admitted students’ day, allowing attendees to personalize their snaps with an NYU-themed graphic. This not only built excitement among admitted students but also turned their snaps into organic promotion for the school, reaching their personal networks and marking a milestone moment.

    • Example: NYU Stern’s geofilter campaign allowed admitted students to broadcast their campus visit excitement, effectively turning their posts into branded, organic promotions.

    In addition to these strategies, Snapchat offers a platform for student-driven content. Schools use Snapchat Stories to share authentic glimpses of student life, from MBA orientation week to team-building exercises. This unfiltered, real-time content helps prospective students connect with current students, creating a peer-to-peer relationship that traditional marketing cannot replicate.

    • Example: The University of Michigan has used Snapchat to show prospective students what the school is truly about, with current students or young alumni sharing experiences directly with their peers.

    Although Snapchat may play a supplementary role in business school marketing, especially with slightly older audiences who might prefer platforms like LinkedIn or YouTube, it offers a way to engage younger undergraduate prospects and keep them connected. As more Gen Z students enter graduate programs, Snapchat will likely become a more central tool in business school marketing strategies.

    The key takeaway from early adopters like Bentley and NYU Stern is that authenticity sells. By letting students and alumni take the lead, business schools create meaningful, relatable content that stands out. Snapchat’s interactive elements, like geofilters, contests, and Q&As, add another layer of engagement, making it a valuable tool for creating memorable touchpoints that differentiate a school’s brand.

    For business schools looking to implement these strategies, HEM offers expert support in crafting campaigns that resonate with younger audiences without compromising the professional brand. From structuring alumni takeover series to designing custom Snapchat filters, professional guidance ensures that schools’ Snapchat campaigns remain on-message and platform-appropriate.

    Best Practices for Schools Using Snapchat

    To use Snapchat effectively in education marketing:

    • Set Clear Goals: Whether you’re aiming for inquiries, event sign-ups, or community engagement, define what success looks like.
    • Assign Resources: Content doesn’t make itself. Designate staff, interns, or ambassadors. Even 1–2 days per week of content can be enough if it’s consistent.
    • Cross-Promote Aggressively: Share your Snapcode on all channels. Post reminders when live sessions or takeovers happen.
    • Encourage Participation: Ask students to snap their dorm move-ins, study setups, or event moments. Share user-submitted content with consent.
    • Use Native Features: Stickers, polls, doodles, filters; these keep your content aligned with Snapchat’s playful vibe.
    • Set Policies and Respect Privacy: Create a short social media usage policy. Don’t follow students back. Don’t show private info. Always get permission.
    • Measure Performance: Monitor views, screenshots, swipe-ups, and conversions. Define KPIs like “50 open house signups” and track accordingly.
    • Stay Flexible: Social trends shift fast. Listen to your students. If they say they love takeovers and ignore admin posts, adjust your campaign accordingly.

    Snapchat is not a magic bullet. But as the examples show, with strategy, creativity, and the right guardrails, it can drive measurable results.

    Snapchat: A Platform for the Brave and Strategic

    Snapchat isn’t right for every school. But when used strategically, it can yield exceptional engagement and even tangible ROI. From intimate glimpses into student life to full-funnel recruitment campaigns, the platform gives institutions a way to be authentic, relatable, and modern.

    Schools that embrace Snapchat thoughtfully, backed by clear goals, content planning, and a dose of Gen Z creativity, can stand out in a crowded market. And for schools unsure of how to begin, partnering with Higher Education Marketing can accelerate results, providing campaign support, creative strategy, and platform-specific training.

    Snapchat may be temporary by design, but its impact on student perception can last much longer.

     

    Frequently Asked Questions 

    Question: How does Snapchat college work?
    Answer: Snapchat’s college features, like School Communities, offer institutions a way to foster peer-to-peer engagement within a verified, digital campus environment. It strengthens school spirit, encourages student interaction, and creates new touchpoints for community-building in a format Gen Z prefers.

    Question: How does Snapchat verify your school?
    Answer: Snapchat confirms membership by requiring students to use their institutional email address for verification. This automated system ensures only enrolled individuals access the community, minimizing moderation needs while maintaining student privacy and authenticity.

    Question: What does putting your school on Snapchat do?
    Answer: Listing your institution on Snapchat enables a digital community where students connect, share, and engage under your brand. While not managed by the school, this community becomes a valuable extension of campus life and student culture.

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  • 10 Tips for Hosting a Successful School Open House

    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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.

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    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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  • Redefining Student Success with Digital Marketing and CRM

    Redefining Student Success with Digital Marketing and CRM

    Reading Time: 10 minutes

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

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

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

    Try the HEM Student Portal!

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

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

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

    Below are components of a comprehensive student success definition:

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

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

    Measuring What Matters: The Metrics of Achievement 

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

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

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

    Student success metrics commonly include:

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

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

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

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    Source: ULM FlightPath

    Digital Marketing: Setting the Stage for Success

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

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

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

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

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

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    Source: Gonzaga University

    CRM Tools: The Backbone of Student Support

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

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

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

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    Source: King’s College – CRM Advise

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

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

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

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

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    Source: HEM

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

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

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    Source: HEM

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

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    Source: WMU Student Success Hub Training

    The Impact of Dedicated Success Programs

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

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

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

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

    The Power of Storytelling in Student Success Marketing

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

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

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

    Tips to Boost Student Success with Marketing and CRM

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

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

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

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    Source: GSU Student Success 2.0 Initiative

    Creating a Culture of Success: A Holistic Approach

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

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

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

    Try the HEM Student Portal!

    Frequently Asked Questions

    Question: What is the definition of student success?

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

    Question: How to measure student success in higher education?

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

    Question: What is a student success class in college?

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

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  • 2025 Social Media Playbook for Education Marketers

    2025 Social Media Playbook for Education Marketers

    Reading Time: 12 minutes

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

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

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

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    The New Social Landscape: Multiple Platforms, Multiple Touchpoints

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

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

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

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

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

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

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    Source: John Cabot University 

    Short-Form Video: The Undisputed Champion

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

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

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

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

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

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

    The Authenticity Advantage: User-Generated Content

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

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

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

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

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

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    Source: HMC

    Social Media as Search Engines: Optimizing for Discoverability

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

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

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

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

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

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

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    Source: Randolph Macon College

    Platform-Specific Strategies That Drive Results

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

    Facebook

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

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

    Instagram

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

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

    TikTok

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

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

    YouTube

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

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

    LinkedIn

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

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

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

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    Source: University of Connecticut

    Making Engagement Fun: The Gamification Advantage

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

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

    Tapping Cultural Currents: Trends Worth Embracing

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

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

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

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    Source: University of Illinois

    Be Data-Driven and Adaptive

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

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

    From Likes to Links: Driving Website Conversions

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

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

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

    Building Your School’s Social Media Playbook 

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

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

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

    See the full Webinar here:

    YouTube videoYouTube video

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    Frequently Asked Questions

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

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

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

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

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

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

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



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  • Using UGC and Authentic Storytelling For Education Marketing

    Using UGC and Authentic Storytelling For Education Marketing

    Reading Time: 9 minutes

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

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

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    What Is User-Generated Content (UGC)?

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

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

    The Unique Advantages of User-Generated Content in Education Marketing

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

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

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

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

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    Source: HEM

    What Is Authentic Storytelling in an Educational Marketing Context?

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

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

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

    The Advantages of Authentic Storytelling in Education Marketing

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

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

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

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

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

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

    Encourage Student-Generated Social Media Content

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

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

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

    @ronigrush

    If you didn’t gain freshman 15 I hate you #ucla #dininghall #food #foodtok #icecreamday #collegelife #freshmanyear #freshman15

    ♬ Dance You Outta My Head – Cat Janice

    Source: TikTok

    Feature Student and Alumni Testimonials

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

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

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

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    Source: Academy of Applied Pharmaceutical Sciences | YouTube

    Develop Long-Form Content With Authentic Storytelling

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

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

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

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    Source: Algonquin Careers Academy

    Highlight Behind-The-Scenes Content

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

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

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

    @amdaofficial

    Get a behind the scenes look at AMDA student life during our open house events! #amdacollege #collegelife #collegeopenhouse #collegetok #nyclife

    ♬ Canyons – Official Sound Studio

    Source: AMDA College | TikTok

    Run UGC Contests and Campaigns

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

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

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    Source: Seguin High School | Instagram

    Get Support as You Elevate Your Education Marketing Strategy

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

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

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

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

    Struggling with enrollment?

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

    Frequently Asked Questions

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

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

    Question: What is the power of storytelling in education? 

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



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  • 2025 Education Marketing Strategies for Success

    2025 Education Marketing Strategies for Success

    Reading Time: 8 minutes

    Education marketing is poised for a transformative shift in 2025. As technological innovations accelerate and global competition intensifies, schools, colleges, and universities must adopt strategies that meet the evolving expectations of prospective students.

    If you’re new to educational marketing or administration, you may benefit from a working definition of the topic we’re exploring. What is education marketing? Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders.

    It involves creating targeted campaigns that address the unique needs, aspirations, and challenges of prospective learners. At its core, education marketing is about building trust, showcasing value, and creating meaningful connections that align an institution’s offerings with the goals of its audience.

    This blog, inspired by insights from the webinar Staying Ahead in 2025: Top Education Marketing Strategies for Success, explores the key trends and actionable strategies to help educational institutions thrive in this dynamic environment. Let’s explore!

    Struggling with enrollment?

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

    Great Expectations: What Prospects Are Looking for in 2025

    Prospective students in 2025 demand education marketing efforts that resonate with their individual aspirations, challenges, and goals. Personalization has become a non-negotiable element of successful marketing, requiring institutions to deliver tailored messages across diverse platforms. Students value authenticity and transparency, seeking honest communication about program costs, outcomes, and career prospects.

    Social proof is more influential than ever. Reviews, testimonials, and user-generated content (UGC) have become vital tools in building trust and credibility. Institutions that effectively showcase authentic student experiences on platforms like TikTok, Instagram, and YouTube can connect with audiences on a deeper level, cutting through generic promotional noise.

    With over 70% of initial student engagement occurring online, a robust digital presence is critical. Schools with interactive websites, active accounts, and engaging virtual events stand out in an increasingly competitive global market. The ease of accessing information about institutions worldwide has raised the stakes, emphasizing the need for innovative and standout marketing strategies.

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    Source: HEM

    Are you seeking strategies for a future-oriented education marketing plan? Reach out to learn about our specialized digital marketing services! 

    Leveraging AI for Personalization and Automation

    Artificial intelligence (AI) is revolutionizing education marketing by enabling personalized and efficient communication. In 2025, institutions will be using AI-driven tools to deliver highly targeted content and streamline engagement processes.

    AI-powered email marketing has proven to boost open rates and increase revenue per email by analyzing prospective student data. Dynamic segmentation, which groups students based on behaviours like website visits and social interactions, allows institutions to craft campaigns aligned with individual journeys.

    Example: Putting prospects into groups based on their site usage as pictured below is the first step in dynamic segmentation. What comes next? Program your CRM system to update segments as prospects progress through the enrollment process, and finally, use automation tools (ideally integrated into your CRM program) to send follow-up messages after interactions like webinar attendances or program page visits. Amidst many competitors, you must stay fresh in the minds of your prospective students.

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    Source: HEM

    Chatbots are emerging as indispensable tools for managing routine inquiries. Capable of handling up to 80% of these interactions, chatbots provide instant, tailored responses that improve lead-to-application conversion rates. From guiding students to specific program pages to assisting with application processes, chatbots reduce administrative strain while enhancing user experience. For international students, multi-language support ensures inclusivity and accessibility.

    Example: Use Chatbots intentionally like the University of Windsor did below. Site visitors are asked with whom they would like to connect and are sent to a page where they can select the right person to meet their needs. This allows for a customized, self-directed experience.

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    Source: University of Windsor

    Predictive analytics, another AI-driven innovation, enables institutions to anticipate prospective student needs. By analyzing past behaviors, institutions can proactively craft campaigns that address concerns and guide students toward enrollment.

    By analyzing historical data such as website interactions, email engagement, and application trends, predictive analytics identifies patterns that signal a prospective student’s likelihood to take specific actions, such as submitting an application or attending an open house. 

    This technology allows institutions to craft highly targeted campaigns that address common concerns, deliver timely follow-ups, and provide personalized recommendations. Predictive analytics can be applied across various channels, including email marketing, chatbot interactions, and digital advertising platforms, making it a versatile tool for improving enrollment outcomes and optimizing the student journey.

    Optimizing Digital Advertising Strategies

    Digital advertising is an essential component of education marketing, and in 2025, precision and creativity will define success. Institutions are refining their pay-per-click (PPC) campaigns and leveraging video ads to capture attention and drive conversions.

    Precision targeting through platforms like Google Ads and Meta Ads ensures relevance. Long-tail keywords and geo-specific targeting help align campaigns with user intent, making them more effective. For example, phrases like “best nursing programs in Toronto” resonate more with prospective students than generic terms such as ‘nursing programs’ or ‘nursing school’. 

    Video content continues to dominate as the preferred format for engagement. Authentic, short-form videos featuring user-generated content are especially effective. These videos highlight program features, campus life, and success stories, building trust and fostering emotional connections.

    Engaging carousel ad formats are also gaining traction, offering a visually dynamic way to present multiple aspects of an institution in a single advertisement. By showcasing different programs, campus highlights, or student testimonials in a swipeable format, carousel ads keep prospective students engaged longer. These ads are particularly effective on platforms like Instagram and Facebook, where interactive content drives higher click-through rates and engagement. 

    Example: Static ad images are more likely to be skipped. Carousel ads are an attention-grabbing format that incites curiosity. Valuable, relevant, and short-form copy as pictured below works well as it keeps attention while imparting information your audience cares about.

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    Source: Concordia University

    Remarketing strategies are proving invaluable for re-engaging prospective students. Dynamic ads tailored to past interactions, such as revisiting previously explored programs, help institutions stay top-of-mind and boost conversion rates. Platforms like TikTok provide creative opportunities to connect with younger audiences, further enhancing reach and engagement.

    Navigating Changing Search Landscapes

    The rise of AI-powered search engines like Google Gemini and ChatGPT is reshaping how users seek information. These tools prioritize conversational content and direct answers, requiring institutions to adapt their SEO strategies to maintain visibility.

    Example: Incorporating conversational, question-based phrases as pictured below helps your site show up in search results. This is particularly relevant as AI, which favors concise answers, emerges as one of the most transformative education marketing trends. Try to add relevant, on-topic questions that your prospects are likely pondering into site content seamlessly. Then add the answer to that question. This boosts your chances of being featured in “People Also Ask” and other types of rich results.

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    Source: Gemini

    High-quality, question-based content is essential for meeting the needs of AI-driven search engines and enhancing user experience. Institutions are optimizing FAQ pages to provide comprehensive, conversational answers to prospective students’ most common questions. 

    For example, detailed FAQ sections that include interactive components, such as collapsible menus or embedded videos, help address a wide range of inquiries efficiently. This approach not only supports AI-driven search tools like Google Gemini (Formerly Bard) and ChatGPT but also caters to user expectations for clear, straightforward information.

    Voice search optimization further complements this strategy. With 58% of users relying on voice search daily, content must include natural, long-tail keywords that align with how people speak. For instance, crafting answers to questions like “What’s the cost of a nursing program in Toronto?” ensures visibility in voice and conversational search queries. Together, these strategies create a seamless path for students to access the information they need, whether browsing through AI-enhanced search results or engaging directly with an institution’s website.

    Example: AI tools like Copilot pictured below offer user-friendly, well-structured answers to education-related questions, guiding prospective students effectively to your institution.

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    Source: Copilot

    Local SEO remains a powerful driver of inquiries. Enhancing Google Business Profiles, incorporating location-specific keywords, and encouraging positive reviews are key strategies. Schema markup further boosts visibility by creating rich search results, such as event listings and review stars, that attract clicks and engagement.

    Practical Strategies for 2025

    Content remains central to education marketing success, but its format and delivery are evolving. High-quality, SEO-optimized content that directly addresses student questions is crucial. Institutions are increasingly adopting visual and interactive formats, such as infographics, videos, and quizzes, to create engaging and shareable content.

    Marketing technology plays a pivotal role in streamlining operations. CRM systems and automated email tools enable institutions to automate routine communications, such as application reminders and follow-ups. This ensures timely interactions while freeing up resources for strategic initiatives.

    Mautic is a cutting-edge CRM and marketing automation solution tailored specifically for the education sector. Built on the robust Mautic platform, HEM has enhanced this system to address the unique challenges and opportunities faced by educational institutions. 

    By enabling streamlined lead management, Mautic by HEM allows schools to segment, manage, and follow up with prospects efficiently, enhancing both cost-effectiveness and operational efficiency.

    With Mautic, your school can supercharge your marketing efforts through automated email campaigns, customizable forms, and seamless workflows. The platform’s out-of-the-box custom reports provide deep insights into admissions efforts, helping schools track team productivity and the progress of leads through the enrollment funnel. 

    Tools for automated SMS and email follow-ups, meeting bookings, and calls empower teams to nurture leads effectively, turning prospects into enrolled students. Designed to simplify complex tasks and enhance collaboration, Mautic is the ideal solution for schools looking to elevate their student recruitment strategies.

    In an era of rapid technological advancements, agility is essential. Institutions must regularly monitor campaign performance, experiment with new platforms, and stay informed about industry innovations. Being prepared to pivot strategies allows institutions to adapt to changing audience preferences and platform updates.

    The Road Ahead

    In summary, What will education marketing look like in 2025? In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively. When you embrace AI-driven tools, optimize digital advertising, and adapt to evolving search landscapes, your school can navigate the complexities of a highly competitive market.

    As the digital-first generation redefines expectations, educational institutions have a unique opportunity to deliver value and build trust at every stage of the student journey. The strategies outlined here provide a comprehensive roadmap for success, ensuring your school sees results in 2025 and beyond.

    Struggling with enrollment?

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

    Frequently Asked Questions

    Question: What is education marketing? 

    Answer: Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders. 

    Question: What will education marketing look like in 2025? 

    Answer: In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively.



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