Tag: Boost

  • 10 of the Best School Marketing Ideas to Boost Enrollment in 2025

    10 of the Best School Marketing Ideas to Boost Enrollment in 2025

    Reading Time: 16 minutes

    In today’s highly competitive education landscape, schools at every level, from K–12 academies to public universities, must embrace modern, digital-first marketing strategies to attract and retain students. The era of relying solely on word-of-mouth or physical brochures is long gone. Today’s families and prospective students are browsing school websites, scrolling through social media, and watching virtual campus tours before they fill out an inquiry form or attend an open house.

    To stay relevant and competitive in 2025 and beyond, schools need to meet their audiences where they are: online. That means showing up with targeted, compelling content and a clearly articulated value proposition. This is especially true for private and independent institutions, where high tuition fees and rising parental expectations demand a more persuasive, proactive approach to enrollment marketing.

    So, how can your school stand out in an increasingly crowded space?

    In this article, we break down 10 of the most effective marketing strategies for schools, with a strong emphasis on digital tactics. From strengthening your web presence to leveraging alumni stories and optimizing for SEO, these proven approaches help build awareness, trust, and engagement. Each strategy includes real-world examples from schools and colleges around the world to inspire your next campaign.

    Whether you’re marketing a small language institute or a large university, these strategies are adaptable to your goals and designed to drive results.

    Struggling with enrollment and retention?

    Our innovative marketing strategies can help you generate more leads.

    1. Understand Your Audience and Craft Your Message

    A strong school marketing strategy begins with clarity: who exactly are you trying to reach, and what do they need to hear from you? Whether you’re a K–12 school or a higher ed institution, knowing your audience inside and out is essential. That means digging deeper than just age or location. Consider their priorities, concerns, motivations, and communication preferences.

    Creating audience personas helps bring these insights to life. Is your ideal family looking for academic rigor, a supportive community, or flexible scheduling? Are your prospective students career changers seeking fast-track credentials, or teens drawn to innovation and student life? When you define who you’re speaking to, you can tailor your messaging to resonate and avoid generic outreach that falls flat.

    Your next step is to articulate your school’s unique value proposition. What makes you different? Highlight that core message consistently across all channels. For some schools, it might be small class sizes and a nurturing environment. For others, it could be career outcomes, cutting-edge labs, or global learning opportunities.

    Finally, data can deepen your understanding of your audience. Track behavior, segment leads, and personalize your outreach accordingly. The more relevant your message, the more likely it is to convert.

    Example: Oregon State University (OSU). OSU’s enrollment team uses a CRM (Slate) to segment prospective students by factors like academic interests, intended majors, and geographic location. This lets OSU deliver tailored messages to each audience segment. For example, sharing engineering content with STEM-interested prospects or inviting nearby students to local events. By defining clear audience personas and emphasizing OSU’s unique offerings (like its “Beaver Nation” community and research opportunities) in communications, OSU ensures its outreach resonates more and converts better than one-size-fits-all marketing.

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    Source: Oregon State University

    In a nutshell, how do you create a marketing strategy for a school? A strong school marketing strategy starts by defining your goals and audience, then clarifying your unique value proposition. Choose the right channels: website, SEO, social media, email, events, etc., all while keeping messaging consistent. Implement your plan, track performance with analytics, and adjust as needed to improve enrollment results.

    2. Turn Your Website into a Top-Performing Recruiter

    Your school’s website is more than just a digital brochure. It’s your hardest-working recruiter, available 24/7. In most cases, it’s the first real impression you make on prospective students and their families. If it’s outdated, hard to navigate, or slow to load, visitors may bounce before they ever reach your inquiry form. On the other hand, a fast, intuitive, and compelling site can drive real results: inquiries, campus visit bookings, and applications.

    To make your website enrollment-friendly, focus on these key areas:

    • Navigation and user experience: Make it easy for visitors to find what matters most: admissions, tuition, programs, and deadlines, within one or two clicks. Prioritize clarity and mobile optimization, since the majority of users now browse on their phones.
    • Engaging content: Use vibrant photos, student stories, and program highlights to showcase your school’s personality and value. Don’t just state facts; tell stories that build emotional connection.
    • Clear CTAs: Every page should lead users to the next step, whether it’s “Book a Tour” or “Start Your Application.” Make buttons visible, and forms short and intuitive.
    • SEO and visibility: Build search-friendly content using keywords like “STEM high school Toronto” or “MBA in Montreal.” This boosts your visibility when families search online.

    Example: South Seattle College. This college launched a fully redesigned, mobile-responsive website to serve as a “24/7 digital front door” for prospective students. The new site features simplified navigation (with intuitive menus and audience-specific landing pages), fast load times, and engaging content like student stories and virtual tour videos. Key information: admissions steps, programs, costs etc., is now accessible within one or two clicks. After the revamp, South Seattle College saw improved user engagement and more inquiries, validating that an optimized website can effectively guide visitors from interest to application.

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    Source: South Seattle College

    3. Meet Students Where They Scroll: Social Media Engagement

    If you’re wondering how to effectively reach today’s students, social media is your answer. Teenagers, young adults, and even their parents spend hours every day scrolling through platforms like Instagram, TikTok, Facebook, YouTube, and LinkedIn. That’s why a modern marketing strategy for schools must go beyond occasional polished posts. It also requires consistent, authentic, and engaging content that brings your school community to life online.

    Social media allows prospective students to virtually experience your school before they set foot on campus. They can witness student life, explore your values, and interact with your team through comments and DMs. It’s a space where schools can showcase achievements, run virtual events, answer questions, and create lasting impressions, all within the platforms students already use. Social media engagement fosters emotional connection, builds trust, and nudges prospective students closer to applying.

    Here are some proven tactics to strengthen your social media presence:

    • Student Takeovers: Give students the reins of your Instagram or TikTok for a day to showcase a “real life” perspective of your campus.
    • Interactive Campaigns: Launch challenges, quizzes, or hashtag contests to generate user content and boost engagement.
    • Alumni & Academic Outcomes: Share stories of success to inspire and build credibility with prospective students and their families.
    • Paid Targeted Ads: Reach niche audiences with specific messaging using Facebook, YouTube, or TikTok ad campaigns.
    • Responsive Community Management: Monitor comments and messages daily. Prompt, friendly responses go a long way in reinforcing your school’s reputation.

    Above all, be authentic. Today’s students crave realness. A spontaneous student dorm tour recorded on a phone often outperforms a high-production video. Showcasing your campus culture in a way that’s natural and not overly scripted can drive stronger connections and higher conversions.

    Example: Randolph-Macon Academy (R-MA). This college-prep boarding school brings campus life directly to student prospects through interactive social media campaigns. On Instagram, R-MA runs “Takeover Tuesday” events where a student cadet literally “takes over” the school’s Story for the day, posting candid glimpses of classes, dorm life, and activities. This unfiltered, student-eye view generates high engagement from peers. R-MA also leverages LinkedIn to celebrate outcomes with a recent post that 100% of its senior class earned college acceptances and over $15 million in scholarships. By showcasing real student experiences and achievements on the platforms teens (and their parents) already use, R-MA humanizes its brand and builds trust.

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    Source: Facebook

    4. Bring Your Campus to Their Couch: Virtual Tours and Online Events

    For many families, a campus visit is a pivotal moment in the school decision process. It’s their chance to imagine themselves in your hallways, dorms, and classrooms. But not every prospective student can visit in person, whether due to distance, cost, or scheduling. This is where virtual tours and online events come into play, offering an immersive, flexible way to connect with your audience.

    Virtual campus tours can now offer interactive 360° experiences that let students “walk” the grounds from their laptop or phone. These tours help build familiarity and emotional connection, especially for international or out-of-state students who might otherwise never see your campus. To boost engagement, add clickable info points, video testimonials, or even voiceover guides.

    Online events like virtual open houses or themed webinars allow families to meet admissions teams, ask questions, and hear directly from current students, all from home. They not only replicate key elements of in-person experiences but also allow for on-demand access after the event.

    Example: Eastern New Mexico University (ENMU). ENMU launched an upgraded 360° virtual tour that lets prospective students explore the campus from anywhere in the world. This immersive tour includes interactive 360° views of key locations (from dorms to labs), pop-up info points with photos/videos of traditions, and even student-narrated segments sharing personal stories. A voiceover guide leads viewers through the experience, making it feel like an actual guided tour. ENMU’s chancellor noted the virtual tour “makes a potential student feel like they are on campus” and has become invaluable for out-of-state and international recruits. The tour’s engaging features (clickable videos, student testimonials embedded at certain stops) have driven higher web engagement and helped ENMU widen its reach beyond those able to visit in person.

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    Source: ENMU

    5. Let Video Tell Your Story: Content Marketing That Connects

    There’s a reason platforms like YouTube, Instagram Reels, and TikTok dominate attention spans. Video provides an immersive, emotional, and memorable experience. For schools trying to reach prospective students and families, video marketing is one of the most powerful tools available. Whether it’s showcasing campus energy, highlighting academic strengths, or sharing personal student journeys, video content brings your story to life in a way text and photos simply can’t.

    To make the most of this format, consider these video types:

    • Campus Tour Highlights: Condense your full tour into a 2–3 minute walkthrough with student narration. Post it on your homepage and YouTube channel for first-time visitors.
    • Student Testimonials and Success Stories: Capture authentic, unscripted interviews with students or alumni. These peer voices create trust and make your school’s impact tangible.
    • Faculty and Program Spotlights: Let your passionate educators shine. A quick feature on a robotics project or an art studio session can attract students with similar interests.
    • Event Recaps: Turn school events into fast-paced highlight reels for Instagram and Facebook. It shows your community is vibrant and active.
    • Explainer Videos: Break down complex topics, like admissions or financial aid, into short, helpful animations or on-camera guides.

    Authenticity beats polish. Videos filmed on smartphones by students or “vlog ambassadors” can feel more relatable than professional productions. Consistent content, especially when optimized with keywords on YouTube, also improves discoverability in search.

    Example: Academy of Applied Pharmaceutical Sciences (AAPS, Canada). AAPS relies heavily on short-form video content to showcase student life and outcomes viscerally. The college regularly produces “Student Success Story” videos – for example, a 2-minute clip of an alum describing how AAPS training led to their new career in clinical research. It also shares behind-the-scenes footage of lab sessions and student projects on its YouTube channel and Instagram. These authentic clips (often featuring actual students and instructors) put a human face on AAPS’s programs and build credibility.

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    Source: YouTube

    In short, video marketing allows your school to connect emotionally and visually with prospective students, meeting them where they already spend time. If you want to advertise in a way that engages and inspires, video is essential.

    6. Be There 24/7 with Smart Chatbots and Live Chat

    Imagine a student browsing your website at midnight, wondering, “Does this college offer scholarships for international students?” If no one’s there to answer, that potential lead might bounce and never return. This is where chatbots and live chat tools step in, transforming your website into a 24/7 support hub.

    Modern AI-powered chatbots go far beyond basic FAQ responses. They’re now capable of delivering personalized answers based on user input, guiding visitors to the right pages, and capturing lead information in real time. In fact, some bots can handle up to 80% of standard inquiries, freeing your admissions team to focus on complex cases or high-touch prospects.

    Schools use chatbots to address questions about tuition, program options, campus life, deadlines, and more. Better still, if a query goes beyond the bot’s programming, it can prompt a human follow-up, keeping the conversation going instead of losing the lead.

    Live chat is another powerful layer. Having staff available during business hours to chat in real time, whether on your site or via Messenger, feels like having a front-desk greeter online. Quick answers build trust and reduce friction in the inquiry process.

    Example: Arlington Central School District (New York). This K–12 district rolled out an AI virtual assistant named “AlwaysOn – Admiral Al” across all its school websites to ensure families can get information anytime. The friendly chatbot (branded with the high school’s mascot) offers 24/7 multilingual support, answering common questions about programs, enrollment procedures, event schedules, and more in English or Spanish. If the question is too specific, “Admiral Al” even lets the user submit an email query right within the chat, guaranteeing a human follow-up by the next business day. The district implemented this tool to improve customer service for busy parents and saw immediate benefits – families could instantly find out, say, how to register a new student or the date of graduation, without calling the office.

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    Source: Arlington Central School District

    To make your chatbot successful, keep it friendly and transparent (let users know it’s a virtual assistant), program it with up-to-date FAQs, and offer a handoff to a real person when needed. For international recruitment, consider a multilingual bot to expand your global accessibility.

    Ultimately, integrating chatbot and live chat tools into your school’s marketing strategy ensures you never miss a lead because of timing. Today’s students expect immediate answers. With the right tools, your school can be ready.

    7. Leverage Testimonials and Reviews (Let Your Community Do the Talking)

    Word-of-mouth has long been a trusted marketing strategy for schools, and in today’s digital world, it has taken on new forms, testimonials, reviews, and social proof. These are powerful tools that lend credibility to your school’s messaging by showing that real families and students have had positive experiences.

    Start by gathering testimonials from students and parents. A few genuine quotes or short videos can build trust quickly. Display these across your website, especially on admissions pages and brochures. A heartfelt statement like, “After enrolling here, my daughter blossomed academically and socially,” resonates more than polished ad copy.

    In parallel, encourage online reviews on platforms like Google or Facebook. Higher ratings improve visibility and ease prospective families’ doubts. Politely prompt current families to share feedback after positive experiences, such as school events or parent meetings.

    Social media also plays a role. Repost authentic student or alumni praise, and consider launching hashtags to gather testimonials organically.

    Example: Discovery Community College (Canada). This career college amplifies positive word-of-mouth by actively sharing student reviews on social media. For example, Discovery CC monitors its Google Reviews, and when a 5-star review comes in, the marketing team creates an Instagram post thanking the student by name and highlighting their feedback. One such post reads: “Thank you for your wonderful Google review, Jessi! We’re glad you had an amazing experience training to be a health care assistant!” – accompanied by a screenshot of the review. By publicly celebrating real student voices, the college not only boosts morale but also provides authentic social proof to prospective students scrolling by.

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    Source: Instagram

    Letting your community advocate for you builds trust faster than any ad campaign, and it costs nothing.

    8. Nurture Leads with Email Marketing and Personal Touches

    What is the best marketing for independent schools? Independent schools succeed with targeted, budget-friendly inbound marketing. The best approach is a strong online presence: a content-rich, search-optimized website, active social media that highlights student life, and helpful emails or blogs that build trust. These tactics attract the right families and strengthen community engagement.

    Once an inquiry is made, the follow-up becomes mission-critical. One of the most effective marketing strategies for schools includes consistent, personalized nurturing, especially through email and SMS.

    Email remains a powerful tool when tailored. Instead of generic blasts, use segmentation to send relevant content. For instance, a prospect interested in Nursing should receive a series featuring faculty profiles, student success in healthcare, and clinical placement details. Someone focused on Athletics? Highlight sports facilities, team achievements, and balancing academics with sports.

    Drip campaigns work best: Day 1, a welcome email; Day 3, value-focused content; Day 7, a testimonial or event invite. Marketing automation tools like HubSpot or Mailchimp make this scalable and adaptive based on user behavior.

    Complement email with timely SMS reminders for events or deadlines. Use sparingly for impact.

    Finally, add a personal touch. A call or handwritten note after a campus visit or audition can leave a lasting impression. These gestures build trust and demonstrate care, key ingredients in a family’s final decision. Effective nurturing turns interest into action and inquiries into enrollments.

    Example: University of South Carolina (USC). USC’s admissions team adds a decidedly personal touch to lead nurturing by picking up the phone to congratulate admitted students. These informal chats help admitted students feel valued and give them a chance to voice any concerns. USC also involves faculty and current students in the follow-up process; for instance, an admitted engineering major might get an email or call from an engineering professor or student ambassador.

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    Source: Facebook

    9. Host Events (On-Campus and Virtual) That Educate and Inspire

    Hosting well-crafted events is one of the most effective ways to turn interest into enrollment. On-campus events like open houses and shadow days allow families to experience your community firsthand. Keep them interactive, offer student-led tours, informal chats with faculty, and performances to showcase school spirit. These real-world interactions make your school more memorable.

    Virtual events also carry weight, especially for international or out-of-town prospects. Live webinars, themed Q&A panels, and online workshops let families connect from anywhere. Consider sessions like “How to Write a Great Application Essay” or alumni panels sharing career outcomes.

    Each event is also a content opportunity. Record webinars, collect quotes, and share visuals across your channels. Personalized follow-ups (“Thanks for attending, here’s what’s next”) help nurture those leads further.

    Example: University of North Texas (UNT). UNT offers an array of admissions events designed to welcome and inform prospective students, including both in-person programs and online sessions. One flagship initiative is the UNT Admissions Webinar Series – live virtual information sessions “designed just for students who haven’t applied yet.” These free webinars walk attendees through what makes UNT unique, tips on the application process, and key deadlines, all from the comfort of home. Admissions counselors appear on camera to answer questions in real time, so participants leave with personalized info and confidence about next steps. For those who can visit campus, UNT also hosts large open-house events like “UNT Preview,” a conference-style open day with academic fairs, tours, and even an on-site Application Station where students can apply and get the fee waived.

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    Source: University of North Texas

    10. Showcase Outcomes and Alumni Success (Paint the Long-Term Picture)

    When families invest in an education, whether paying private tuition or college fees, they want proof that it leads to success. That’s why one of the most compelling marketing strategies for schools is to showcase outcomes. You’re not just selling a school experience; you’re selling what it makes possible.

    For K–12 and college-prep institutions, highlight metrics like college acceptance rates and scholarship totals. Randolph-Macon Academy (R-MA), for example, proudly advertises a 100% college acceptance rate and over $15 million in scholarship offers for its 2025 graduates. That kind of evidence quickly signals ROI to prospective families.

    Example: Randolph-Macon Academy (R-MA). R-MA prominently advertises its student outcomes to give families confidence in the long-term ROI of its program. For example, the academy proudly announced that 100% of its Class of 2025 earned college acceptances, collectively securing over $15 million in scholarships and 18 appointments to prestigious U.S. Service Academies. This kind of outcome data is highlighted on R-MA’s website and social media, signaling to prospective parents that an R-MA education leads to tangible success. The school also regularly publishes lists of colleges and universities its graduates attend (Ivies, top public universities, military academies, etc.), and shares alumni spotlights – like profiles of graduates who have become pilots, doctors, or entrepreneurs. By showcasing these results, R-MA helps future students (and their parents) visualize their own potential trajectory and trust that the tuition investment will pay off in opportunities.

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    Source: LinkedIn

    Vocational or language schools should spotlight relevant results: job placement rates, certifications earned, or skill development gains.

    Don’t just rely on stats. Share alumni stories that reflect diverse paths: scientists, entrepreneurs, activists, artists. Feature them on your blog or social channels, and invite them to participate in webinars or info sessions.

    On your website, dedicate a section to “Success After Graduation,” including employer logos, testimonials, or infographics. And use social media to celebrate alumni news. These stories build credibility, trust, and vision, which help future students imagine their path through your school.

    Turning Strategy into Enrollment Success

    In today’s dynamic and competitive education landscape, schools can no longer rely on traditional tactics or word-of-mouth alone. To thrive, they need a strategic, student-centric marketing approach that speaks to modern families across digital platforms. The ten strategies outlined in this article, from optimizing your website and leveraging social media to showcasing alumni outcomes, offer a blueprint for schools to increase visibility, build trust, and convert interest into enrollment.

    Whether you’re a K–12 academy, career college, language school, or university, the key is to meet prospective students where they are, communicate your unique value clearly, and guide them confidently through their decision-making journey. When implemented with authenticity and consistency, these strategies not only help fill seats, they strengthen your school’s brand and foster lasting relationships with students and families. In short, great marketing helps the right students find their right-fit school.

    Struggling with enrollment and retention?

    Our innovative marketing strategies can help you generate more leads.

    Frequently Asked Questions

    Question: How do you create a marketing strategy for a school?

    Answer: A strong school marketing strategy starts by defining your goals and audience, then clarifying your unique value proposition. Choose the right channels: website, SEO, social media, email, events, etc., all while keeping messaging consistent. Implement your plan, track performance with analytics, and adjust as needed to improve enrollment results.

    Question: What is the best marketing for independent schools?

    Answer: Independent schools succeed with targeted, budget-friendly inbound marketing. The best approach is a strong online presence: a content-rich, search-optimized website, active social media that highlights student life, and helpful emails or blogs that build trust. These tactics attract the right families and strengthen community engagement.



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  • 34 Effective Student Engagement Strategies to Boost Learning

    34 Effective Student Engagement Strategies to Boost Learning

    Introduction: Why student engagement strategies matter

    For instructors, it’s clear when student engagement strategies are needed, especially when facing blank stares, eyes focused on cell phones, and a lack of participation. These are telltale signs that students are not engaged during class. But why is student engagement so important? Student engagement is a broad concept that encompasses both the physical and psychological energy students dedicate to learning, as well as their motivation and emotional connection to academic material.

    This article covers 34 student engagement strategies suitable for any college-level course, intended for instructors seeking practical tips and research-backed guidance on building classroom engagement. As a comprehensive guide to boosting student engagement, it highlights collaborative learning and digital interaction as key approaches to increase participation, understanding and enjoyment in both online and traditional educational settings.

    Audience: This guide is designed for college instructors and educators who want to address disengagement and improve learning outcomes in their courses.

    Why strategies matter: Student engagement is crucial for academic success and overall learning outcomes. Higher levels of student engagement are associated with improved academic performance. Engaged students are more likely to persist in their studies and achieve their educational goals. Engagement in learning activities enhances students’ motivation to learn—and students who are engaged in their learning are more likely to develop critical thinking skills.

    Key benefits of student engagement:

    • Fosters critical thinking and deeper understanding
    • Improves academic performance and learning outcomes
    • Increases student persistence and achievement of educational goals
    • Enhances motivation and sense of belonging

    In an era where technology permeates virtually every aspect of our lives, distractions are an ever-present concern. And this means that engagement strategies for students are becoming even more essential in modern college courses. So how do instructors build learning environments that are engaging, lively and motivated? They have to incorporate strategies to build community, connection and a love of learning.

    Engaged students are typically more curious about a subject—perhaps even more passionate about it. Encountering new ideas can spark motivation and lead to deeper engagement, as students find joy in exploring innovative concepts and approaches. Increasing student engagement is crucial for enhancing students’ confidence, comprehension, and overall learning experiences. While some students may be motivated primarily by the pursuit of good grades, true engagement involves a desire to learn for its own sake and a deeper sense of intrinsic motivation. Increasing engagement can help improve student motivation and, in turn, boost student progress and achievement.

    Student engagement is closely linked to student achievement. Numerous studies have found that when instructors use strategies that are explicitly designed to get students’ attention—and to actively engage them in the learning process, including quick, low-order activities to hold students attention during brief periods of inactivity—test scores and graduation rates increase, and learning objectives are more likely to be met, which makes understanding how to engage students even more important for instructors.

    Here, we provide 34 strategies to bring creativity, collaboration and participation to your classroom.

    Table of contents

    1. How student engagement strategies can fit in your classroom
    2. What are student engagement strategies?
    3. Creating a positive classroom environment
    4. Student engagement strategies for your teaching
    5. Student engagement activities based on your curriculum
    6. Engagement strategies for critical thinking
    7. Giving students autonomy
    8. Student engagement strategies for assessments
    9. Classroom engagement strategies using your presentation skills
    10. Using technology to enhance learning
    11. Student engagement strategies to encourage collaboration
    12. Student engagement strategies to build communication skills
    13. Fostering deeper learning and understanding
    14. Conclusion: The lasting impact of student engagement
    15. References

    How student engagement strategies can fit in your classroom

    In a classroom where engagement is emphasized, students are asked to participate more rigorously in the learning process and sometimes even in course design. Lectures still exist, but they now incorporate multimedia, technology and class participation. In hybrid and online learning environments, this can mean polling, classwide discussions and competitive activities. Integrating digital tools such as laptops, tablets and videos directly into lesson content can further enhance student engagement and make lessons more dynamic and relevant to digitally literate students. These approaches are highly effective for boosting student engagement by increasing participation, understanding and enjoyment in both online and traditional educational settings. These engaging, relevant activities for students can energize your classroom and take learning to a new level, wherever it takes place.

    By engaging in hands-on activities, students learn to support, trust and listen to each other, while developing important skills like collaboration and communication—skills that can’t be learned from a textbook, interactive or not. Learning to get along with peers, for example, isn’t something you can pick up through memorization.

    Transition: Next, we’ll define what student engagement strategies are and explore key terms and approaches that underpin effective engagement in the college classroom.

    What are student engagement strategies?

    Student engagement strategies are activities, tactics and approaches that serve as a core educational practice for effective teaching. Educators can leverage these strategies during and after class to keep students invested in their learning. They can be used to increase active learning, participation and collaboration in the classroom—and can be everything from simple changes made in your next class to a complete revamp of your curriculum, course delivery and assessment methods.

    Key definitions and interconnections:

    • Active learning techniques include group work, inquiry, hands-on experiments and role-playing.
    • Using group work and collaboration gives students a welcome break from solo bookwork, allows them to express their ideas and provides opportunities to encounter and explore new ideas, which can deepen engagement.
    • Inquiry-based learning gives students ownership by allowing them to explore their own questions.
    • Creating a positive climate involves building strong teacher-student relationships and fostering a safe environment.
    • Engaging with students’ interests builds strong relationships and rapport while enhancing their learning experience.
    • Using varied active-learning strategies can engage a broader population of students.
    • Using diverse engagement opportunities can help reach students with varying learning preferences.

    The following strategies are effective methods for engaging diverse learners and can be adapted to fit various educational settings. Here are some creative strategies for engaging students in learning—ranging from small changes to more substantial pedagogical shifts.

    Transition: With these definitions in mind, let’s look at how to create a positive classroom environment as the foundation for engagement.

    Creating a positive classroom environment

    A positive classroom environment is the foundation for promoting student engagement and building a thriving learning community. When students feel welcomed, respected and supported, they are more likely to participate actively and take ownership of their learning.

    Arranging the classroom for collaboration

    Teachers can foster this environment by thoughtfully arranging the classroom to encourage collaboration—such as grouping desks for small group work or creating spaces for student-led discussions. Displaying inspirational quotes and showcasing student work on classroom walls not only celebrates achievements but also helps students feel valued and connected to the learning process.

    Encouraging collaborative learning

    Encouraging collaborative learning is another key strategy. By providing opportunities for students to work together in small groups, teachers promote active participation and help students develop strong relationships with their peers. This sense of community makes students more comfortable sharing ideas and taking academic risks.

    Modeling positive interactions

    Teachers who model positive interactions and set clear expectations for respectful communication further contribute to a supportive classroom environment. Ultimately, a positive classroom climate is essential for keeping students engaged, motivated and eager to learn.

    Transition: Once a positive environment is established, instructors can implement specific engagement strategies in their teaching practice.

    Student engagement strategies for your teaching

    1. Active learning: Create a teaching and learning environment primed for student participation, such as calling on students to answer a question, individual reflection and group problem-solving. Encourage students to take on active roles in collaborative learning environments, where they can teach or practice concepts with their peers. When students explain concepts to other students, it not only reinforces the explainer’s understanding but also benefits the rest of the class by clarifying ideas and promoting inclusive participation. Incorporate open-ended questions that may have more than one correct answer, allowing students to demonstrate comprehension beyond simple recall. Be mindful that distractions and feelings of exclusion can impact students’ working memory and learning outcomes.

    Use case: Donna Smith, Instructor of Mathematics at Sierra College, used Top Hat to create a connected, engaging learning experience for students learning asynchronously. Leveraging Top Hat’s streamlined platform with features to customize course content, Smith uses more than 14 different question types to assess student learning as the course progresses. Next term, she plans to embed interactive questions between lecture videos, so students have the opportunity to practice course concepts right after learning them. Key takeaway: Flexibility and anonymity in questioning can support first-generation students and encourage participation.

    2. Participatory teaching: This student-centered approach to pedagogy accounts for the different skills, backgrounds and learning styles of students. The focus of participatory teaching is on self-regulation and self-reflection; specific strategies include using different teaching methods and varying means of assessment, which adds a greater level of flexibility, a key part of any engagement strategies for online learning. When asking questions, provide wait time to allow students to think and formulate thoughtful responses, which can enhance participation and engagement.

    3. Flip the classroom: Flip the traditional lecture-homework relationship. Students study the subject matter independently and outside class through tools such as pre-recorded videos. Class is then spent on student-centered learning such as working through problems, debating or group work. When engaging in group work, encourage students to collaborate on the same topic to enhance understanding and ensure everyone is included. After posing questions, allow students sufficient wait time to reflect before responding, which supports deeper engagement.

    4. Technology in the classroom: Students expect to be constantly connected and want immediate feedback. Online and mobile technology can be used to provide active learning activities and to keep students engaged outside the classroom.

    5. Classroom management strategies: Classroom strategies help instructors build a distraction-free environment. As an instructor, you can build in student engagement by asking learners to help shape classroom rules. As an activity in the first week of classes, decide on a set of shared values and create a set of guidelines, like active listening, what respectful disagreements look like and how to create a safe space for questions. Incorporate physical activity into the classroom to maintain engagement and alertness. Structure participation in such a way as to promote inclusivity and equitable involvement from all students. Design classroom environments to support students and their individual needs, ensuring everyone has the opportunity to succeed. Using humor throughout lessons lightens the mood and makes for a more enjoyable learning experience.

    6. Writing: Exercises such as journaling and one-minute papers can help keep students engaged in class as well as improve thinking skills. These activities allow students time to reflect and engage more deeply with the material.

    7. Culturally responsive teaching: This strategy ensures students see themselves reflected in course readings, activities and lesson plans. Faculty might bring in diverse guest speakers to give a lecture on a niche topic. Alternatively, educators might ensure a certain percentage of their required readings are authored by scholars from under-represented populations. Use relevant examples from students’ cultural backgrounds and real-life experiences to illustrate concepts and promote engagement.

    Transition: With foundational teaching strategies in place, the next step is to align engagement activities with your curriculum for maximum impact.

    Student engagement activities based on your curriculum

    Instructors can start lessons with engaging hooks to capture students’ interest and set the stage for active participation throughout the session.

    8. Set expectations: At the beginning of a course, ask students what they expect from you and then try to meet those expectations. Students are more engaged when they have a good relationship with the instructor. It’s also important to recognize and engage individual students, considering their unique learning experiences, characteristics and needs to promote equitable learning outcomes.

    9. Integrated curriculum: Combine disciplines rather than compartmentalizing subjects. Some medical schools, for example, have moved away from teaching subjects in isolation such as physiology and anatomy and moved toward studying organ systems where students learn the physiology and anatomy associated with that system.

    Use case: John Redden, Associate Professor of Physiology and Neurobiology at the University of Connecticut, is a long-time Top Hat user and has leveraged the platform to offer a consistent and equitable hybrid learning experience. Key takeaway: Giving students control over their schedules and diversifying teaching and assessment methods supports engagement and equity.

    10. Think-pair-share: Think-pair-share encourages students to work together to solve problems.

    • Students take a few moments of individual reflection to gather their thoughts on a given topic.
    • Then, have them discuss their thoughts with a peer.
    • Next, have the pair of students form a group with another pair and encourage the group of four to inquire about one another’s opinions.
    • Make sure all students share their ideas during group discussions to maximize participation and engagement.

    Download Now: The Best Classroom Activities for College Classes [Free]

    11. Make the course relevant: Students want courses to be relevant and meaningful. Use real-world examples to teach. Where the course is relevant to a specific occupation, ensure it’s aligned with the current needs of the occupation.

    12. Cooperative learning: Encourage students to work together by arranging them in partners or small groups to help them achieve learning goals. Group work can include assignments, discussions, reviews and lab experiments—even having students discuss a lesson with their peers.

    13. Authentic learning experiences: Encourage active engagement in the classroom by having students tackle real-world problems and attempt to come up with a solution through methods such as inquiry and experimentation. Ideally, the solution will benefit others or the community. Experiential learning—when students learn from reflecting on their real-world learning experience—is a further development of this, and is an effective teaching strategy.

    14. Social media: Potential uses for social media include sharing relevant content, posting instructional videos on YouTube and facilitating ongoing discussion groups. However, strict guidelines for use must be put in place and enforced.

    15. Quick writes: During each lesson, ask students to write down their questions, thoughts and points of clarification. This is an easy-to-implement way to encourage students to think critically and analytically about the course content.

    Transition: To further promote higher-order thinking, the next section focuses on engagement strategies for critical thinking.

    Engagement strategies for critical thinking

    Promoting critical thinking in the classroom is essential for deeper learning and academic achievement. Engagement strategies that encourage students to analyze, evaluate and synthesize information help them move beyond surface-level understanding.

    Techniques for fostering critical thinking

    • Ask open-ended questions that require students to justify their reasoning, interpret data, or solve real-world problems.
    • Incorporate real-world examples and case studies, prompting students to apply theoretical concepts to practical situations.
    • Use instructional strategies such as think-pair-share, jigsaw reading, and Socratic seminars to encourage discussion, debate and reflection on complex issues.
    • Require students to engage in thoughtful dialogue and collaborative problem-solving.

    By requiring students to engage in thoughtful dialogue and collaborative problem-solving, teachers help them develop the critical thinking skills needed for success in the modern age. These strategies not only increase student engagement but also foster a classroom culture where deeper learning and meaningful academic achievement are the norm.

    Transition: Empowering students with autonomy is another powerful way to enhance engagement, as explored in the next section.

    Giving students autonomy

    Empowering students with autonomy is a powerful way to enhance student engagement and motivation. When students are given choices in their learning process—such as selecting topics for projects, choosing how to present their work, or setting personal learning goals—they feel a greater sense of ownership and investment in their education. This sense of agency encourages students to take an active role in their learning environment, leading to deeper learning and understanding.

    Strategies for student autonomy

    • Provide learning menus, choice boards, or opportunities for self-directed projects.
    • Allow students to work at their own pace and reflect on their progress through self-assessment.
    • Support student autonomy to create a classroom environment where students are motivated to learn and achieve their best.

    Transition: Assessment is another key area where engagement strategies can make a significant difference, as detailed in the following section.

    Student engagement strategies for assessments

    16. Prepare for class before class: Students get more out of class time if they’re familiar with the material before they arrive. Exercises such as pre-class quizzes ensure they’re knowledgeable enough to contribute.

    17. Assess early and often: Frequent quizzes for formative assessment (for “fun”) work well alongside traditional midterm and final exams. Frequent testing reduces the temptation for students to cram and forces them to space out their learning, which leads to better retention. Having the first test within the first few classes also helps prevent students from falling behind—boosting student achievement early. Use formative assessments to hold students accountable for their learning, encouraging consistent participation and responsibility.

    18. Assess attendance: Student attendance can improve grades as well as engagement. Consider making attendance part of their overall assessment. Many learners enter university without proper study skills and first-year students can benefit from the structure of mandatory attendance.

    19. Problem-based or project-based learning: Students are tasked with solving a problem or completing a project, but the focus is on the end product, allowing students to determine what resources are needed to solve the problem or complete the project.

    Instructors should also regularly self assess their use of student engagement strategies, using tools like self-assessment tables, to identify which approaches they currently use and which could be adopted to improve classroom inclusion.

    Transition: Presentation skills and classroom delivery also play a vital role in engaging students, as discussed next.

    Classroom engagement strategies using your presentation skills

    20. Use visual representations: Engage students with animations, 3D representations and concept maps, all of which can help them visualize complex subjects. Instructors should also focus on paying attention to individual students’ engagement and needs when using visual tools, ensuring that every learner benefits from these strategies.

    21. Inquiry-based learning: To answer questions posed by the instructor or by the students themselves, a learner undertakes his or her own research to arrive at an answer. Inquiry-based learning can be as simple as watching video lectures, or more involvement could come from designing and performing an experiment. Encouraging participation from one student at a time during inquiry-based activities helps foster an inclusive environment where each individual feels valued and supported.

    22. Use simulations: Games or role-playing place students in an imaginary setting defined by the instructor, providing for an interactive, participatory learning experience.

    23. Tell stories: Wherever possible, tell stories to illustrate concepts when giving lectures. This helps students to process course concepts in their own words and move past rote memorization. For example, you might ask them to paraphrase a story or definition, explain a concept in their own words, tell a story that relates to it, or provide analogies to further illustrate a course concept. Encouraging one student at a time to share their perspective or story can promote inclusivity and ensure that every voice is heard.

    Use case: Steve Joordens, Professor of Psychology at the University of Toronto, has devoted much of his career to the issue of student distraction and its ephemeral counterpart, student engagement. And if he’s learned one thing about engagement, it’s that there’s more than one way to foster it. So he set about trying to name the different techniques, which led Joordens to create a taxonomy of student engagement, complete with its own handy label: RIFS, an acronym for “Relevant, Interesting, Fun, Social.”

    Key takeaways:

    • Relevant: Answering the well-worn student grouse, “Why are we learning this?” Classroom activities such as problem-based or work-integrated learning can enhance any course material’s relevance.
    • Interesting: Personalized learning strategies in the classroom encourage students to take greater ownership over their own education, which develops a stronger sense of intrinsic motivation.
    • Fun: Making the classroom experience enjoyable helps keep students’ minds relaxed and open.
    • Social: Encouraging students to interact and learn from each other as well as from their instructors or their readings. Tactics such as response systems and peer assessments foster more social interaction in learning.

    Transition: Technology is another powerful tool for enhancing engagement, as explored in the next section.

    Using technology to enhance learning

    Integrating technology into the classroom is a highly effective way to boost student engagement and promote deeper learning. Technology offers students interactive and immersive experiences, such as virtual field trips, simulations, and educational games, which make learning more dynamic and memorable.

    Leveraging digital tools

    • Use online platforms to facilitate collaboration and communication, enabling students to participate in discussions, share resources and work together on projects regardless of location.
    • Provide students with real-time feedback, track progress, and identify areas where additional support is needed.
    • Encourage critical thinking and creativity by allowing students to explore complex ideas in innovative ways.

    By leveraging digital tools, teachers can create a learning environment that supports student engagement, fosters deeper learning and prepares students for success in the modern age.

    Transition: Collaboration is also essential for engagement—let’s look at strategies that encourage students to work together.

    Student engagement strategies to encourage collaboration

    24. Snowball discussions:

    • Continue combining groups until the class is back together
    • Randomly assign students in pairs with a discussion question.
    • After a few minutes, combine the pairs to form groups of four.
    • After another five minutes, combine groups of four to form a group of eight—and so on.

    25. Philosophical chairs:

    • Read a statement that has two possible answers—agree or disagree—out loud to your class.
    • Ask students to move to one side of the room or the other, depending on whether they agree or disagree with the statement.
    • Once all participants have selected a side, encourage students on either side to argue in favor of their position.
    • This way, students can visualize where their peers’ opinions lie, compared to their own.

    26. Affinity mapping:

    • Place students in small groups and pose a general question or problem to them that has many possible answers, such as “How would the history of the United States be different without Teddy Roosevelt” or “How would society be different if the Internet was never invented?”
    • Have students write their ideas on small index cards or on an online discussion thread.
    • After ten minutes, ask students to group their similar ideas into categories, then label the different groupings and discuss how each idea fits.
    • Suggest that students consider how the categories are related.
    • This allows students to participate in critical thinking by analyzing ideas and organizing them in relation to one another. 

    27. Concentric circles:

    • Ask students to form two circles: an inner circle and an outer circle.
    • Each student on the inside is paired with a student on the outside. Have them sit facing each other.
    • Pose a question to the broader group and ask the pairs to discuss their responses.
    • Have students on the outside circle move one space over after five minutes so they’re standing in front of a different peer.
    • Repeat the process for a few rounds, asking a new question each time and exposing students to their peers’ different perspectives.

    28. Make it personal:

    • After a lecture unit or lesson concludes, arrange learners into discussion groups or online breakout rooms.
    • To encourage students to reflect on their personal connections to the material they are learning, ask them questions like “How did this change your initial understanding of the concept” or “Describe your initial reaction to this idea.”

    29. Socratic seminar:

    • To prepare for a discussion, ask students to review a textbook chapter or a separate reading and develop higher-order thinking questions to pose to their peers.
    • During class, ask an open-ended question to introduce the activity.
    • Have students continue the conversation, encouraging their peers to use evidence-based claims, based on course concepts or texts.
    • Students are encouraged to share the floor with their peers, however, there doesn’t need to be a specific order for speaking.

    Transition: Communication skills are also vital for student success; the next section highlights strategies to build these skills.

    Student engagement strategies to build communication skills

    30. Brainwriting:

    • To build rapport and respect in your classroom, give students time to reflect on their learnings in writing, following a challenging course concept.
    • Using guided prompts or leaving it open to your students’ interpretation, have them share their thoughts and questions in a conversation with peers during class time or through an online discussion thread.
    • Knowing how to keep students engaged throughout the duration of class ensures that they will be able to understand course concepts on a deeper level.

    31. Concept mapping:

    • Collaborative concept mapping is a way of visually organizing concepts and ideas, in order to better understand how they are related.
    • In small groups, students can use this exercise to go over past work or to brainstorm ideas for future assignments and projects.
    • For face-to-face classes, have students place sticky notes and chart paper on the classroom walls.
    • For online classes, the digital whiteboard feature in Zoom allows students to map out ideas and connect concepts.

    32. Debate:

    • Pose an issue or topic to your class.
    • Place students into groups according to the position they hold on the topic.
    • Ask each group to develop some arguments or examples to support their opinion.
    • Put each group’s idea on a virtual whiteboard or piece of chart paper, to be a starting point for a classwide discussion.
    • To conclude, encourage students to debate the strengths and weaknesses of each group’s argument, to help students improve their higher-order thinking and analysis skills.

    33. Compare and contrast:

    • Place students into groups and ask them to focus on a specific chapter in their textbook.
    • Encourage them to find similarities and differences between ideas that can be found in course readings and external sources, like articles and videos they may find.
    • This way, students benefit from sharing resources and learning from one another’s perspectives.

    34. Assess/diagnose/act: This activity helps strengthen students’ problem-solving abilities and can spur more dynamic discussions. Propose a topic or controversial statement, then follow the steps below to start a discussion:

    1. Assessment: What is the main problem or issue?
    2. Diagnosis: What is its root cause?
    3. Action: How can we, as a group, solve the issue?

    Transition: To ensure these strategies lead to meaningful learning, it’s important to focus on fostering deeper understanding, as described in the next section.

    Fostering deeper learning and understanding

    To foster deeper learning and understanding, teachers must go beyond surface-level instruction and create opportunities for students to engage in critical thinking, analysis, and reflection.

    Combining direct instruction with practice

    • Combine direct instruction with guided and independent practice to help students build a strong foundation while encouraging them to apply new knowledge in meaningful ways.
    • Use scaffolding, think-alouds, and self-assessment to help students connect prior knowledge to new concepts and develop a deeper understanding.

    Making learning relevant

    • Incorporate real-world examples and case studies to make learning relevant and show students how their knowledge applies outside the classroom.
    • Use project-based learning, service-learning and experiential learning activities to give students hands-on opportunities to solve problems and make connections to the real world.

    These approaches not only increase student engagement but also help students develop essential skills such as critical thinking, problem-solving, and effective communication. By providing students with varied and authentic learning experiences, teachers support deeper learning and prepare students to thrive in the modern age.

    Transition: The following sources inform these strategies for engagement and deeper learning.

    Conclusion: The lasting impact of student engagement

    Student engagement is a broad concept that extends far beyond simple participation—it is the driving force behind meaningful learning, academic achievement, and the development of essential skills in individual students. When teachers encourage students to take an active role in the learning process, they create a classroom environment where collaborative learning, real-world applications and technology come together to make lessons relevant and memorable.

    Promoting student engagement requires a thoughtful blend of instructional strategies, such as think-pair-share, group work, and open-ended questions. These approaches not only hold students accountable for their learning but also encourage them to reflect on their understanding and connect course material to real-world situations. By providing students with relevant examples and opportunities to share their ideas, teachers help students feel valued and motivated to stay engaged.

    A supportive learning environment is central to increasing student engagement. When students feel included and respected, they are more likely to participate actively, think critically, and pursue deeper understanding. Engagement strategies that foster emotional engagement, critical thinking and active participation lead to higher levels of motivation, persistence and overall academic achievement.

    Teachers play a vital role in promoting student engagement by designing classroom activities that are interactive, inclusive and aligned with learning goals. By prioritizing collaborative learning and giving students the chance to take ownership of their education, educators can transform the classroom into a space where deeper learning and academic success are the norm.

    Ultimately, making student engagement a central idea in educational practice benefits both students and teachers. When learning is relevant, interactive and fun, students are more likely to thrive academically and reach their full potential. By following these engagement strategies and fostering a positive classroom environment, teachers can ensure that all students feel supported, motivated, and empowered to learn and grow—creating a lasting impact on their educational journey.

    References

    1. Ojalvo, H. E., & Doyne, S. Five Ways to Flip Your Classroom With The New York Times. [Blog post] New York Times. Retrieved May 15, 2019 from https://learning.blogs.nytimes.com/2011/12/08/five-ways-to-flip-your-classroom-with-the-new-york-times/
    2. Evans, C., Muijs, D. & Tomlinson, M. (2015). Engaged student learning: high-impact strategies to enhance student achievement. [White paper] Retrieved May 15, 2019 from: https://www.heacademy.ac.uk/knowledge-hub/engaged-student-learning-high-impact-strategies-enhance-student-achievement
    3. Twelve Best Practices for Student Engagement and Retention. [White paper] Retrieved May 15, 2019 from Mansfield University of Pennsylvania: https://www.mansfield.edu/academic-affairs/upload/Twelve-Best-Practices-for-Student-Engagement-and-Retention-2012.pdf
    4. Quevillon, K. (2017). Student Attendance Matters, Even If Lectures Are Online. Ask Harvard. [Blog post] Retrieved May 15, 2019 from Top Hat Blog: https://tophat.com/blog/student-attendance-harvard/
    5. Inquiry-Based Learning. Retrieved May 15, 2019 from Queens’ University, Kingston: https://www.queensu.ca/ctl/teaching-support/instructional-strategies/inquiry-based-learning

    Frequently Asked Questions

    What exactly counts as “student engagement?”

    In this context, “student engagement” refers to students’ active participation and investment in their own learning. That includes not just attending class, but interacting with course content (e.g. doing readings, watching lectures), contributing in discussion, applying ideas to assignments or problem sets and reflecting on materials—whether in class, online, or during self-study.

    Why is engagement important—can’t students just passively learn by reading or listening?

    Research and teaching experience show that active engagement helps students better understand, retain, and apply concepts. Engaged students learn more deeply, develop critical thinking, and often perform better academically. Passive learning tends to result in poorer retention and less ability to apply knowledge outside the classroom.

    Which strategies work best for large lecture courses vs small seminars?

    Many engagement strategies can be adapted to both settings. For large lectures, tools like interactive polls, low-stakes quizzes, clicker questions, or online discussion boards help engage many students at once. In smaller seminars, group discussion, peer-review, collaborative assignments, or open discussion foster deeper interaction and student voice. Blended approaches—combining lecture, active learning, and ongoing formative assessments—often work well regardless of class size.

    How much time does it take for instructors to implement these engagement strategies?

    It depends on the strategy. Some activities like adding a quick in-class poll or discussion prompt may take only a few minutes. Others, like redesigning assignments around active learning or setting up peer review, require more planning up front. However, many instructors find the extra effort pays off: engaged students are often more motivated, more likely to participate, and may require less remedial support later on.

    Related pages

    Learn more about Top Hat’s student engagement software.

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  • The Arts Aren’t ‘Nice to Have’ — They Can Boost Student Engagement & Attendance – The 74

    The Arts Aren’t ‘Nice to Have’ — They Can Boost Student Engagement & Attendance – The 74


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    Chronic absenteeism is a longstanding problem that has surged to troubling levels. Recent data show that in 20 states, more than 30% of students are chronically absent, about twice the rate seen before the pandemic. Absenteeism is a multifaceted problem, and the reasons students stop showing up aren’t always academic. Sometimes it’s because they don’t feel connected to their school, or they are not engaged in the curriculum. Other times, they face adversity outside the classroom. While the problem is complicated, it’s easy to overlook one of its simplest, most effective solutions: What if the key to keeping students is a performance stage, a music room or an art studio — a creative outlet to shine?

    Despite decades of research, arts education is still treated as a “nice-to-have” when education budgets allow. From 2015 to 2019, the NAMM Foundation conducted a four-year study across 1,700 New York City public schools serving over 1.1 million students. They found that schools offering music and arts programming had lower rates of chronic absenteeism and higher overall school-day attendance than those that didn’t. Similarly, a comparison of cohort data over seven years found that dropout rates fell from 30% to just 6% among students participating in consistent arts programming.

    Clearly, the arts are a powerful tool for academic engagement, resilience and, most importantly, graduation. For example, after tracking more than 22,000 students for 12 years, the National Dropout Prevention Center found that those with high levels of involvement in the arts were five times more likely to graduate from high school than those with low involvement.

    But while over 90% of Americans feel the arts are important for education, only 66% of students participate, and access remains uneven. Charter schools, the fastest-growing segment of public education, have the lowest availability of arts courses: Just 37% of public charter high schools offer arts instruction. Students in charter schools, military families and homeschool programs are too often the ones with the fewest opportunities to engage with the arts, despite needing them most.

    This is an issue that the Cathedral Arts Project in Jacksonville, Florida, is trying to solve.

    In partnership with and with funding from the Florida Department of Education, our program piloted a year-long arts education initiative during the 2024-25 school year, reaching more than 400 students in charter schools, homeschools, military families and crisis care. Our teaching artists visited classrooms weekly, providing instruction in dance, music, visual arts and theater. Throughout the year, students in kindergarten through high school found joy, confidence and connection through creative learning. Homeschool students brought history to life through art projects, children from military families found comfort and stability during times of deployment and young people in crisis discovered new ways to express themselves and heal. Each moment affirmed the power of the arts to help children imagine what’s possible.

    To better understand the impact of this work, we partnered with the Florida Data Science for Social Good program at the University of North Florida to analyze reports and survey evaluations collected from 88% of program participants. Here’s what we found:

    Students grew not only in artistic skill, but also in self-confidence, teamwork, problem-solving and engagement. After completing the program, over 86% of students said they “like to finish what they start” and “can do things even when they are hard” — a key indicator of persistence, which is a strong predictor of long-term academic success. Students rated themselves highly in statements like, “I am good at performance.”

    Families noticed, too. In the age of screens, nearly three-quarters reported that their child had increased in-person social interaction since beginning arts programming and had improved emotional control at home. Nearly one-third saw noticeable gains in creative problem-solving and persistence through challenges.

    According to the State of Educational Opportunity in America survey conducted by 50CAN, parents view the arts as a meaningful contributor to their child’s learning, and they want more of it. In Florida, where families have been given the power of school choice, they’re increasingly seeking out programs that inspire creative thinking and meaningful engagement while promoting academic success. But finding them isn’t always easy. When funding allows, traditional public schools may offer band or visual arts, but these options are often unavailable to families choosing alternative education options for their children.

    Now in its second year, our program fills this critical gap by working directly with school choice families across northeast Florida, bringing structured arts instruction to students who otherwise wouldn’t have access. 

    What makes the arts such an effective intervention? It’s structure, expression and connection. When students learn through the creative process, they navigate frustration, build resilience and find joy in persistence. These are not soft skills — they’re essential for survival, and increasingly important in today’s workplaces.

    Arts education is a necessary investment in student achievement. It’s time for other states to treat it that way and follow Florida’s lead.


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  • 6 Effective Ways to Build Attention and Boost Student Participation – Faculty Focus

    6 Effective Ways to Build Attention and Boost Student Participation – Faculty Focus

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  • 3 strategies to boost student reading fluency this school year

    3 strategies to boost student reading fluency this school year

    Key points:

    With the new school year now rolling, teachers and school leaders are likely being hit with a hard truth: Many students are not proficient in reading.

    This, of course, presents challenges for students as they struggle to read new texts and apply what they are learning across all subject areas, as well as for educators who are diligently working to support students’ reading fluency and overall academic progress. 

    Understanding the common challenges students face with reading–and knowing which instructional strategies best support their growth–can help educators more effectively get students to where they need to be this school year.

    Understanding the science of learning

    Many districts across the country have invested in evidence-based curricula grounded in the science of reading to strengthen how foundational skills such as decoding and word recognition are taught. However, for many students, especially those receiving Tier 2 and Tier 3 interventions, this has not been enough to help them develop the automatic word recognition needed to become fluent, confident readers.

    This is why coupling the science of reading with the science of learning is so important when it comes to reading proficiency. Simply stated, the science of learning is how students learn. It identifies the conditions needed for students to build automaticity and fluency in complex skills, and it includes principles such as interleaving, spacing practice, varying tasks, highlighting contrasts, rehearsal, review, and immediate feedback–all of which are essential for helping students consolidate and generalize their reading skills.

    When these principles are intentionally combined with the science of reading’s structured literacy principles, students are able to both acquire new knowledge and retain, retrieve, and apply it fluently in new contexts.

    Implementing instructional best practices

    The three best practices below not only support the use of the science of learning and the science of reading, but they give educators the data and information needed to help set students up for reading success this school year and beyond. 

    Screen all students. It is important to identify the specific strengths and weaknesses of each student as early as possible so that educators can personalize their instruction accordingly.

    Some students, even those in upper elementary and middle school, may still lack foundational skills, such as decoding and automatic word recognition, which in turn negatively impact fluency and comprehension. Using online screeners that focus on decoding skills, as well as automatic word recognition, can help educators more quickly understand each student’s needs so they can efficiently put targeted interventions in place to help.

    Online screening data also helps educators more effectively communicate with parents, as well as with a student’s intervention team, in a succinct and timely way.

    Provide personalized structured, systematic practice. This type of practice has been shown to help close gaps in students’ foundational skills so they can successfully transfer their decoding and automatic word recognition skills to fluency. The use of technology and online programs can optimize the personalization needed for students while providing valuable insights for teachers.

    Of course, when it comes to personalizing practice, technology should always enhance–not replace–the role of the teacher. Technology can help differentiate the questions and lessons students receive, track students’ progress, and engage students in a non-evaluative learning environment. However, the personal attention and direction given by a teacher is always the most essential aid, especially for struggling readers. 

    Monitor progress on oral reading. Practicing reading aloud is important for developing fluency, although it can be very personal and difficult for many struggling learners. Students may get nervous, embarrassed, or lose their confidence. As such, the importance of a teacher’s responsiveness and ongoing connection while monitoring the progress of a student cannot be overstated.

    When teachers establish the conditions for a safe and trusted environment, where errors can occur without judgment, students are much more motivated to engage and read aloud. To encourage this reading, teachers can interleave passages of different lengths and difficulty levels, or revisit the same text over time to provide students with spaced opportunities for practice and retrieval. By providing immediate and constructive feedback, teachers can also help students self-correct and refine their skills in real time.

    Having a measurable impact

    All students can become strong, proficient readers when they are given the right tools, instruction, and support grounded in both the science of learning and the science of reading. For educators, this includes screening effectively, providing structured and personalized practice, and creating environments where students feel comfortable learning and practicing skills and confident reading aloud.

    By implementing these best practices, which take into account both what students need to learn and how they learn best, educators can and will make a measurable difference in students’ reading growth this school year.

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  • 10 Proven School Marketing Ideas to Boost Enrolment in 2025

    10 Proven School Marketing Ideas to Boost Enrolment in 2025

    Reading Time: 16 minutes

    Competition for students has never been tougher. With rising parent expectations and limited budgets, school marketing ideas need to do more than get attention. They have to inspire trust and drive enrolment.

    At its core, school marketing includes every effort your institution makes to strengthen brand visibility and attract families. Today’s parents research online, compare schools carefully, and look for authenticity at every touchpoint.

    That’s why the most successful private schools are shifting toward creative, data-driven marketing strategies that meet families where they are. The goal isn’t just to promote your programs; it’s to tell your story in a way that highlights your school’s true value, whether that’s academic excellence, a close-knit community, or innovative extracurriculars.

    So how can your school stand out? Through inbound marketing, strategies that pull families in rather than push messages out. Inbound marketing builds trust by being genuinely helpful: answering parents’ questions, showcasing real student stories, and creating an online experience that feels personal and sincere.

    Even with modest resources, schools that use inbound methods see stronger engagement and higher enrolment.

    In this guide, we’ll break down 10 proven school marketing ideas to help boost private school enrolment, from optimizing your website and social channels to using testimonials, events, and storytelling that connect on an emotional level.

    Struggling with enrollment?

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

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

    Your school’s website is your digital front door, the first real impression most families will have of your community. It’s where curiosity turns into consideration, so design and usability matter. A great school website should feel both professional and personal: clean visuals, simple navigation, and all the essentials easy to find, such as tuition, programs, admissions steps, and contact details.

    But here’s where many schools fall short: visibility. Even the most beautiful site won’t help if parents can’t find it on Google. That’s where search engine optimization (SEO) comes in. Most families begin their search online, typing things like “best private schools near me” or “bilingual schools in Toronto.” To show up for those queries, your site needs relevant keywords, descriptive titles and meta tags, and fast load times.

    Localization also helps. If your school attracts families across regions, tailor content by geography. And don’t stop at information. Your website should engage visitors visually and emotionally. Use dynamic photos and videos of real students, candid campus moments, and parent or alumni testimonials to bring your story to life. Clear calls to action: Book a Tour, Request Info, Apply Now, guide families naturally toward the next step.

    Example: Connections Academy (K–12 Online Public Schools): This online school network uses a geo-targeted approach on its site to connect families with their nearest program. A “Find Your School” tool routes visitors to state-specific pages based on ZIP code, ensuring that parents quickly find relevant information like curricula and enrolment steps for their locality. By organizing content by region and using local keywords (e.g., Georgia Connections Academy), the school boosts its presence in local search results.

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    Source: Connections Academy

    Finally, make sure it’s mobile-first. Parents are browsing between meetings or from the car. A responsive, regularly updated website signals not only professionalism but also vitality, proof that your school is active, thriving, and ready to welcome new families.

    2. Develop Valuable Blog Content and Resources

    If your website is the front door, your blog is the conversation that happens once families walk in. It’s your chance to build trust, show expertise, and let your school’s personality shine.

    Content marketing works because it educates while it engages. Blog posts, news stories, or downloadable guides can position your school as a thought leader on topics parents actually care about. From how to choose the right private school to how your teachers nurture student confidence. Every post is also an SEO opportunity: each new article gives Google another reason to show your site to searching parents.

    Example: Great Lakes College of Toronto (Private High School, ON): GLCT’s blog targets the needs of international students and parents. The school regularly publishes practical articles, from “5 Essential Tips for ESL Students to Succeed in a Canadian Private School” to guides on university admissions. Each post provides valuable advice (e.g., study strategies, application how-tos) while naturally highlighting GLCT’s supportive programs. By answering real questions (like how to improve English or navigate applications) in its content, GLCT attracts the right audience via SEO and builds trust.

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    Source: GLCT

    Here’s the key: write content that answers parents’ real questions and reflects your school’s strengths. End each post with a next step: Book a Tour, Download Our Admissions Guide, or Join Our Mailing List.

    The result? A blog that informs while also converting curiosity into connection.

    3. Leverage Social Media to Build Community

    In 2025, a strong social media presence is essential. Parents (especially millennials) and students spend hours every day scrolling through platforms like Facebook, Instagram, YouTube, and TikTok. The majority of students say they use social media when researching schools. For K–12 families, these platforms are often their first window into your community, and leveraging them effectively is one of the most effective school marketing ideas.

    Here’s the thing: social media is where your school’s story comes alive. Share moments that reflect your culture: a championship win, a robotics project, a candid classroom laugh. Posts with real photos and videos consistently outperform text-only updates, and they help families visualize what life at your school feels like.

    Example: Temple University (Higher Ed, PA): Temple’s social media team has achieved award-winning success by sharing vibrant, authentic content that resonates with students and parents alike. One viral example was a TikTok video of a service dog at graduation, which garnered 3.2 million views and helped Temple achieve a top TikTok engagement rank. More importantly, Temple treats social media as a storytelling and outreach platform: posts across TikTok, Instagram, Facebook, and YouTube showcase campus life and student achievements in ways that help prospective students “see themselves” at Temple.

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    Source: TikTok

    Consistency and tone matter just as much as creativity. Keep your voice genuine and community-driven, never overly promotional. Use a content calendar to maintain regular posting and highlight diverse voices from your community. Finally, don’t overlook targeted ads. Platforms like Meta and TikTok let you reach local parents by age, location, or interests, which makes them perfect for promoting open houses or admissions deadlines.

    But above all, remember this: social media isn’t just about reach, it’s about connection. When families see a living, breathing community on your feeds, they’re provided the opportunity to imagine being part of it.

    4. Implement Email Marketing & Lead Nurturing Campaigns

    How do you market a private school? By combining digital strategies like SEO, email nurturing, and social media with in-person tactics like open houses and community events. Tailor messaging to families’ needs, use authentic storytelling, and provide clear calls-to-action to drive inquiries and enrolment.

    When a prospective family fills out an inquiry form, downloads a guide, or subscribes to your newsletter, they’ve taken the first step, but they’re not ready to apply yet. That’s where email marketing and lead nurturing come in.

    Most families need five or more touchpoints before they decide to apply or enrol. The key is staying in touch consistently, offering value each time, not just reminders to “apply now.”

    Start by segmenting your email list. Group families by grade level, interests, or where they are in the admissions process, from first inquiry to scheduled tour. This allows you to send messages that actually matter. A parent curious about scholarships will appreciate updates about financial aid or payment plans. Another, interested in athletics, will engage more with stories about your latest championship or coaching philosophy. Modern CRM tools make this kind of personalization simple.

    Effective lead nurturing happens through a drip campaign, a planned series of emails spaced over several weeks. The sequence might look like this:

    1. A thank-you email and link to your virtual tour.
    2. A week later, a student or parent testimonial.
    3. Then, an update about upcoming events or key deadlines.

    Track metrics like open and click-through rates to see what resonates. If engagement dips, tweak your subject lines or timing.

    Example: Peddie School (Boarding High School, NJ): Peddie personalizes its follow-up emails based on each family’s interests. When inquiries come in, the admissions CRM captures details like academic or athletic interests. The school then connects prospects with relevant community members (coaches, teachers) and sends tailored content. For instance, a family noting interest in basketball might receive an email invite to a game and a note about Peddie’s sports facilities. This segmented approach (made clear on Peddie’s inquiry form, which promises to “connect you with coaches and teachers who match your interests”) makes families feel understood and keeps them engaged. A series of drip emails: thank-yous, student stories, deadline reminders, then nurtures each lead from initial inquiry to campus visit to application.

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    Source: Peddie School

    Finally, make your emails two-way. Encourage replies, invite questions, and link to live chats or calls. When families feel heard and guided rather than “marketed to,” they’re far more likely to see your school as their future community.

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

    If a picture is worth a thousand words, a video can tell the whole story. Video marketing gives prospective families an inside look at your school,  its energy, community, and heart, in a way that text simply can’t. A great video captures what it feels like to be on campus, walking through halls, meeting teachers, or cheering at a game. It builds an emotional bridge between your school and the viewer, and harnessing it properly is another of the more impressive marketing ideas for schools

    Video doesn’t have to be flashy to work. Start small. Create short, story-driven clips: student testimonials, “day in the life” vlogs, quick faculty interviews, or highlight reels from school events. Keep them engaging and under three minutes when possible. Post across platforms: your website, YouTube, Instagram, even TikTok. Videos with strong storytelling and emotional authenticity consistently build trust and drive inquiries.

    Example: Westminster Christian Academy (Day School, MO): Westminster created a cinematic short film called “The Wonders of Westminster” to encapsulate its school spirit. Premiered at an open house event to 550+ attendees, this nine-minute video weaves together stunning visuals of campus life with heartfelt student and teacher narratives. Beyond this feature film, Westminster produces numerous short clips: alumni testimonials, “day in the life” vlogs, and event highlight reels, all shared on YouTube and social media. These videos let viewers virtually walk the halls and imagine themselves as part of the community.

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    Source: YouTube

    Authenticity is what matters. Even a smartphone-shot interview can outperform a high-budget ad if it’s real, relatable, and human. Use live streams, student-led content, and candid storytelling to show your school’s true culture, and let families see themselves as part of it.

    6. Optimize Your Local Presence (Google Profile & Reviews)

    When parents search “private schools near me,” your school should be one of the first names they see, complete with photos, reviews, and all the right details. That’s where your Google Business Profile (formerly Google My Business) comes in. Think of it as your school’s digital front door.

    Here’s what to do: claim your profile, verify it, and fill out every field: address, phone number, website, hours, and category. Upload high-quality photos of your campus, classrooms, and events. An optimized Google profile gives prospects “an easily digestible snapshot of your institution and makes it much easier for your target audience to find you” online. Schools that post regularly and add fresh visuals tend to appear more prominently in local search results and get more clicks.

    Next, turn your attention to reviews. Parents trust other parents. Encourage satisfied families to share their experiences on Google, and respond to every review (good or bad) with professionalism and gratitude. It shows transparency and genuine care.

    Example: Great Lakes College of Toronto (ON): GLCT leverages its happy families to boost local and global reputation. On its site, GLCT prominently links to external review platforms and showcases testimonials from international graduates. In fact, GLCT encourages parents to share their experiences on Google and Facebook, knowing that “parents trust other parents.” The school provides step-by-step instructions (via a dedicated page) on writing a Google review for GLCT, making it easy for busy parents to post feedback. By managing its online presence through accurate info on Google, active responses to every review, and abundant testimonials, GLCT ensures that when families search “best international high school Toronto,” they not only find GLCT but also see proof of its quality through peer reviews.

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    Source: GLCT

    In short, managing your local presence is one of the simplest, most powerful enrolment tools you have. When families see accurate information, warm reviews, and vibrant imagery, your school instantly feels credible and worth exploring.

    7. Host Open Houses and Community Events (Virtual & In-Person)

    There’s nothing quite like seeing a school in action. Open houses, school tours, and community events let families feel what your school is really about. The energy in classrooms, the warmth of the community, the values that guide every interaction. That experience often does more to drive enrolment than any ad campaign ever could.

    Today, the most effective schools blend in-person and virtual options. A well-run virtual open house allows busy or distant parents to attend from anywhere, while in-person events create the emotional connection that seals decisions. The key is to make every visit interactive, structured, and personal.

    Start with a short welcome presentation from your head of school, followed by Q&A panels with teachers and students. Offer guided tours — physical or via livestream — and create themed “stations” where families can explore specific programs like arts, athletics, or STEM. Virtual attendees? Use breakout rooms or session links so they can choose what interests them most.

    Example: Queen Anne’s School (Boarding, UK): Queen Anne’s offers a wide range of visit opportunities to fit every family’s needs. They host large Open Morning events each term (e.g., a Friday or Saturday with campus tours, student panels, and the Head’s welcome) and personal “bespoke” tours by appointment. For students, Queen Anne’s runs Taster Days: full school days where prospective girls join real classes, meet future classmates, and even try boarding for a night. This flexibility ensures that whether a family is local or overseas, busy weekdays or only free on weekends, they can experience the school. The Queen Anne’s website makes it easy to book tours or taster days online, and even features a 360° Virtual Tour so families can explore facilities remotely.

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    Source: Queen Anne’s School

    Finally, don’t limit yourself to admissions events. Sponsor local fairs, host workshops, or open performances to the community. Every event is a brand moment. Capture contact info, follow up with thank-you messages and next steps, and keep the conversation going.

    When families walk away feeling welcomed and informed, they’re already picturing themselves and their children as part of your school’s story.

    8. Invest in Targeted Online Advertising (Including Retargeting)

    Organic marketing builds awareness over time, but sometimes you need an extra push to reach the right families fast. That’s where targeted digital advertising comes in. Platforms like Google Ads, Facebook, and Instagram let you put your school in front of parents who are actively researching options, not just scrolling aimlessly.

    Think of it this way: when someone searches “private schools in [Your City]” or browses parenting and education pages on Facebook, you can show them a perfectly timed ad for your next open house. These platforms let you narrow by location, age of children, and interests, ensuring your message hits families most likely to engage. Even a few hundred dollars can make a measurable impact when ads are well-targeted and optimized.

    How much should a school spend on marketing? Most schools allocate 1–10% of their overall budget to marketing, depending on goals and enrolment needs. Competitive schools aiming to grow or reach new markets may invest more, especially in digital advertising, content, and lead-nurturing systems.

    Make every ad count. Use inviting visuals, happy students, engaging classrooms, welcoming teachers, paired with clear headlines (“Discover [School Name]”) and direct CTAs (“Schedule a Tour,” “Join Our Open House”). Test two or three variations at once to see which version gets more clicks, then double down on the winner.

    Example: Stenberg College (Private College): Stenberg partnered with HEM to elevate its Google Ads campaigns for student enrolment, ensuring the ads attracted more and higher-quality student leads. With HEM’s support in restructuring and managing these paid search campaigns, Stenberg’s marketing saw “record-breaking enrolments and lead flow” beyond previous levels. The refined advertising strategy also achieved a 28% reduction in cost per lead, demonstrating the efficiency of targeted online ads.

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    Source: Higher Education Marketing

    Beyond new audiences, retargeting helps you reconnect with families who already visited your site or clicked on an earlier ad but didn’t inquire. Maybe they browsed your tuition page or watched your virtual tour. A gentle reminder later that week (“Still exploring schools? Visit us this fall!”) can bring them back.

    Pro tip: segment retargeting by behavior. Parents who downloaded your admissions guide might see an ad about financial aid, while those who viewed athletics pages could get one about campus life. The more relevant your messaging, the better your conversion rates.

    According to Google, every $1 spent on search advertising can generate up to $8 in value. For schools, that often means more inquiries, more tours, and more applications, without overspending. In short: targeted ads aren’t about throwing money at the problem; they’re about placing your story in front of the right families, right when they’re ready to listen.

    9. Create Downloadable Guides and Lead Magnets

    Want a steady stream of new inquiries from your website? Offer something valuable first. Downloadable resources like e-books, checklists, or planning guides give parents useful information and give your admissions team qualified leads to nurture.

    Here’s how it works: you create a helpful resource (“5 Things to Consider When Choosing a Private School,” for example), place it behind a short form asking for a name and email, and voilà, you’ve started a conversation. It’s a win-win: parents get expert advice, and you get insight into who’s exploring your school.

    Example: Fairfield Prep (High School, CT): Fairfield Prep entices prospective families with a free e-book called the “High School Decision Guide.” On its admissions page, a prompt acknowledges that “choosing a high school is a life-changing decision” and invites visitors to download the guide to help them weigh their options. To get the guide, parents simply fill out a short form (name, email, child’s grade), providing Prep with a valuable lead. The guide itself, “5 Things to Consider When Choosing a High School,” offers general tips on factors like academics, community, and fit – not a pure advertisement, but a genuinely useful resource for any 8th-grade parent.

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    Source: Fairfield Prep

    The best lead magnets solve real questions: a “School Visit Checklist,” a “Private vs. Public Comparison Chart,” or a “Financial Aid Planning Worksheet.” Even quizzes like “What’s Your Child’s Learning Style?” can engage parents while introducing your school’s philosophy.

    Design matters too. Make your guide visually appealing, branded, and easy to read. Include a final call-to-action inviting families to take the next step, like booking a tour or contacting admissions.

    Finally, promote your downloads across your website, blog posts, and pop-ups. Each new subscriber is a potential applicant, and your content positions your school as the trusted expert helping them get there.

    10. Encourage Reviews, Testimonials, and Word-of-Mouth

    At the end of the day, no marketing tool is more powerful than a happy parent or student sharing their story. Families trust real voices over polished ads. It’s why word-of-mouth remains one of the strongest enrolment drivers for private schools.

    Start by collecting testimonials from your most satisfied families, students, and alumni. These can take many forms: written quotes, short videos, or casual social posts. Display them prominently. Sprinkle parent quotes across your website, include testimonial snippets in your newsletters, or dedicate a full webpage or YouTube playlist to success stories. The goal is to help prospects think, “That could be us.”

    Example: Tessa International School (Preschool & Elementary, NJ): Tessa turns its parent community into its best ambassadors. The school’s website features a dedicated Testimonials page with dozens of short parent videos and quotes. Each testimonial is labeled with the family’s name and program (e.g., “Etienne’s Dad – Elementary”, “Zoe & Sophia’s Mom – Preschool & Elementary”), adding a warm personal touch. Tessa promotes these stories on social media as well, regularly sharing “Thank you” posts to parents who give shout-outs on Facebook. Additionally, the school links to external reviews on Niche.com and invites new parents to talk to veteran parents. This open celebration of parent voice not only builds trust with prospects (they see real satisfaction) but also fuels a virtuous cycle: Tessa’s parents feel valued and are even more likely to spread the word.

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    Source: Tessa

    Encourage satisfied families to leave Google and Facebook reviews after positive milestones such as a great report card or a successful event. Monitor those reviews and respond thoughtfully. An active, appreciative reply tells others that your school listens and cares.

    Don’t stop there. Turn your current community into ambassadors. Offer small referral incentives or create shareable moments, photo days, spirit challenges, and alumni shoutouts that naturally spark pride and conversation.

    The result? A thriving network of advocates. When people talk about your school with genuine enthusiasm, it builds credibility and attracts families who already believe in what you stand for.

    Partner with HEM to Build Momentum That Lasts

    Attracting new families is about consistency, connection, and authenticity. Every piece of your marketing matters: a clear website that tells your story, social media posts that capture daily life, thoughtful emails that guide parents, and real voices from your community that build trust. When all of these elements work together, they create something powerful: a lasting impression.

    Schools that commit to steady, strategic communication see results that compound over time. Keep testing, refining, and listening to what families respond to. When your marketing reflects the real experience, your students and parents love, it shows, and it resonates.

    If you’re ready to take your private school marketing to the next level, Higher Education Marketing (HEM) can help. We specialize in crafting digital strategies that combine creativity, data, and storytelling to boost visibility, engagement, and enrolment. 

    From SEO and content creation to paid ads and automation, we’ll help you connect with families who are searching for exactly what your school offers. Because when your marketing feels genuine, families don’t just notice, they believe. And that’s what turns interest into enrolment.

    Struggling with enrollment?

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

    Frequently Asked Questions

    Question: What is school marketing?

    Answer: At its core, school marketing includes every effort your institution makes to strengthen brand visibility and attract families. It involves branding, outreach, and communications across channels like websites, ads, email, social media, and events to connect with prospective families.

    Question: How do you market a private school?

    Answer: By combining digital strategies like SEO, email nurturing, and social media with in-person tactics like open houses and community events. Tailor messaging to families’ needs, use authentic storytelling, and provide clear calls-to-action to drive inquiries and enrolment.

    Question: How much should a school spend on marketing?

    Answer: Most schools allocate 1–10% of their overall budget to marketing, depending on goals and enrolment needs. Competitive schools aiming to grow or reach new markets may invest more, especially in digital advertising, content, and lead-nurturing systems.



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  • UGC to Boost Engagement and Trust in Higher Education

    UGC to Boost Engagement and Trust in Higher Education

    Reading Time: 14 minutes

    Student recruitment has never been more competitive, or more personal. The institutions standing out right now aren’t the ones shouting the loudest; they’re the ones showing the most truth. That’s where authenticity comes in.

    Prospective students want to see real stories from real people, not polished marketing copy or staged photos. They want to hear from the student who filmed a late-night study session, the alum who just landed their first job, or the professor who shares genuine classroom moments. That’s the power of user-generated content (UGC). It turns your community into your most credible storytellers.

    In this guide, we’ll look at what authentic content really means, why it works, how to build it into your strategy, and how to measure its impact. Along the way, you’ll see examples of schools already doing it well and learn simple ways to kickstart your own approach.

    If your goal is to humanize your brand and connect with Gen Z on a deeper level, authenticity isn’t a trend. It’s the foundation. Let’s get into it.

    Struggling with enrollment?

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

    What Is User-Generated Content (UGC) in Higher Education Marketing

    User-Generated Content (UGC) is any material created by people outside your marketing team: students, alumni, faculty, or even parents. It includes everything from TikToks and Instagram stories to blog posts, reviews, and testimonial videos. What makes UGC powerful is its honesty. It’s not scripted or staged; it’s content created by individuals sharing their own experiences. That authenticity lends it credibility that traditional marketing can’t replicate.

    Authentic content, on the other hand, goes beyond UGC. It’s any content that feels real, relatable, and trustworthy, even if your institution produces it. A student-led vlog created by your admissions team, a behind-the-scenes video from orientation week, or an unfiltered faculty Q&A on LinkedIn can all count as authentic content. The goal is to showcase genuine stories without the hard sell.

    Here’s the distinction: UGC is always created by your community, while authentic content can come from anyone, as long as it feels natural and transparent. The most effective education marketers use both. Inviting their audiences to create, while also producing school-made content that keeps the same raw, human touch. Together, they tell a believable story that draws students in and builds lasting trust.

    What Is Authentic Storytelling in Higher Education Marketing?

    Authenticity is the backbone of modern education marketing. Students trust people more than institutions, and they can spot inauthenticity instantly, especially Gen Z, who’ve grown up spotting inauthenticity from miles away. Research shows people are about 2.4× more likely to say UGC feels authentic than brand-created content. That difference matters: authentic stories make prospects stop scrolling, listen, and believe.

    Authenticity also builds emotional connection. Gen Z and Millennials want to see themselves in your content, to think, “That could be me at that school.” A student-run TikTok showing dorm life or a grad’s blog about their first job after graduation brings that feeling to life. It’s no surprise that social is now a default research channel. The vast majority of students use social media to research colleges, and peer-created posts carry even more sway.

    The impact extends to engagement. Across benchmarks, UGC often delivers meaningfully higher social engagement and can drive up to ~4× higher CTR in ads. And over time, that engagement builds trust: 81% of consumers trust UGC more than branded content. In a high-stakes decision like education, that trust can make all the difference.

    Benefits of UGC in Campaigns

    Incorporating user-generated content (UGC) into your marketing mix delivers tangible gains in both performance and perception. The first, and often most noticeable, benefit is higher engagement. According to industry data, social campaigns featuring UGC see up to 50% higher engagement, while ads with UGC achieve 4× higher click-through rates (CTR) than standard creative. The reason is simple: real photos and videos from students feel relatable. Prospects engage with them more readily than with polished brand assets. The August 2025 HEM webinar confirmed this pattern, showing that UGC consistently lifted social engagement by 50% and CTRs by a factor of four.

    UGC also stretches your marketing budget. Instead of producing every asset in-house, you can tap into the creativity of your student community. UGC can reduce content production costs by shifting more creation to students and alumni, and in paid campaigns, CPC/CPL are often lower when UGC is used.

    Beyond performance metrics, UGC builds credibility. It’s a living form of social proof, real students sharing their experiences in their own words. That authenticity creates trust and fosters community pride. When students and alumni contribute content, they become advocates, helping schools turn everyday stories into powerful recruitment tools that attract, engage, and convert.

    Best Practices for Implementing UGC

    Launching a user-generated content (UGC) initiative takes planning and structure. Here’s how to build a sustainable, effective framework that keeps authenticity at the heart of your strategy.

    1. Make UGC a Core Content Pillar: Treat UGC as a foundational part of your marketing plan, not an add-on. Include it in your annual content calendar alongside official updates, blogs, and campaigns. Schools that do this well, like the University of Glasgow’s #TeamUofG campaign, consistently weave student voices into their newsletters, social feeds, and websites, making authenticity a constant thread, not a seasonal feature.
    2. Align with Enrollment Cycles: Timing matters. Match UGC themes with where prospects are in the funnel. Early awareness? Share student life and orientation highlights. Decision season? Spotlight testimonials and day-in-the-life videos. Seasonal UGC enrollment marketing tactics, like winter study sessions or graduation snapshots, keep your school top of mind year-round.
    3. Assign Ownership and Collaboration: Even though UGC is created externally, internal management is key. Assign a small cross-functional team, including marketing, admissions, and communications, to coordinate, moderate, and track results. Admissions can identify standout students to act as ambassadors, while marketing supports them with creative direction.
    4. Guide Contributors Without Scripted Control: Students thrive with light structure. Provide a short framework—Hook → Introduction → Key Message → Call-to-Action. To help them share meaningful stories that align with your brand. Offer practical production tips: use natural light, steady shots, and clear audio. Authentic doesn’t mean low quality.
    5. Protect Participants and Your Brand: Always secure written permission before reposting UGC, especially when featuring minors. Create clear content-use policies, moderate posts regularly, and track your branded hashtags with social listening tools. This ensures alignment with your school’s tone and values.
    6. Prioritize Diversity and Inclusion: Feature a range of student perspectives, including international, mature, online, and graduate learners. Authentic storytelling thrives on variety. Prospects should be able to see themselves reflected in your content.

    Examples of Real UGC Applications in School Marketing

    To inspire your own strategy, let’s look at the many ways schools are using UGC and authentic storytelling to strengthen engagement and humanize their brands. Across the education sector, institutions are experimenting with creative formats that empower students, faculty, alumni, and even parents to share their real experiences.

    Example: Syracuse University, Student Vlog on YouTube. A Syracuse student’s “Day in the Life” YouTube vlog offers an unscripted, immersive look into campus life: lectures, study sessions, and community activities. YouTube’s longer format allows for deeper storytelling and helps prospective students experience the campus virtually.

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    Syracuse University, Student Vlog on YouTube

    Student “Day in the Life” Takeovers
    One of the most effective UGC formats is the student takeover, where a student documents a typical day on campus through Instagram or TikTok. These videos often follow an unscripted, narrative flow, showing classes, dorm life, study sessions, and social activities from morning to night. Schools typically host these takeovers on official channels or promote student posts through hashtags. This format resonates because it offers an unfiltered look at campus life and helps prospective students picture themselves in that environment.

    Example: Stanford University, UGC Nature Reel Stanford University curated a student-shot Instagram Reel featuring the aurora borealis over Pinnacles National Park. The video, captured entirely by a student, embodies the spirit of authentic storytelling, showing beauty, wonder, and student life through the lens of a real experience.

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    Stanford University: UGC Nature Reel 

    Behind-the-Scenes of Events
    UGC thrives on authenticity, and few things feel more genuine than spontaneous moments from student events. Encouraging students to share behind-the-scenes perspectives from orientations, club fairs, or sports games helps outsiders experience the energy and community spirit that define your school. These candid glimpses make institutional content more approachable and emotionally engaging.

    Faculty or Staff Takeovers and Reflections
    Authentic content doesn’t have to come solely from students. Faculty and staff can also contribute by sharing casual reflections or quick videos about their daily work. A professor might record a short lab update, while an admissions officer could post a quick tour from a college fair. These snapshots add a human touch to your education marketing strategies by showing the passion, personality, and commitment that drive your institution.

    Student-Run Q&As and AMAs
    Interactive Q&A sessions, where current students answer prospective students’ questions live on Instagram or through social threads, are among the most effective UGC formats. This setup offers unfiltered, peer-to-peer insights that prospects trust. When real students respond in their own voices, it builds transparency and community, turning your social platforms into spaces for genuine connection.

    Social Media Contests and Hashtag Campaigns
    Encouraging students to create around shared prompts or themes is another great UGC driver. Campaigns like “Show your campus pride” or “Dorm room decor challenge” can generate dozens of authentic submissions in a short time. Just ensure clear rules and creator permissions (and parent consent for minors) so you can safely feature the best entries across your platforms. These initiatives not only supply fresh content but also boost engagement and school spirit.

    Testimonials from Parents and Alumni
    UGC isn’t limited to current students. Parents and alumni can offer powerful, credible perspectives through short testimonial videos or written stories. Sharing how a parent watched their child grow or how an alumnus found career success can feel more authentic than any scripted message, and often connects strongly with audiences considering your programs.

    Example: Louisiana State University, Alumni-Submitted Carousel LSU showcased an alumna’s entrepreneurial journey through a carousel post featuring her photos and story. The alumni-submitted visuals celebrate post-graduation success while reinforcing a sense of lifelong belonging, transforming alumni into ambassadors for the LSU brand.

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    Louisiana State University Alumni Carousel

    Fun Trends and Challenges
    Participating in lighthearted social trends can also create strong UGC moments. Whether it’s a campus meme, a TikTok challenge, or a humorous group video, joining or amplifying these moments signals that your institution is lively, student-centered, and culturally aware. These pieces of content not only entertain but also reinforce your brand’s relatability and spirit.

    Using Podcasts to Showcase Authenticity

    Podcasts have become one of the most powerful tools for education marketers looking to connect with audiences through genuine, long-form storytelling. Unlike short-form social media content, podcasts allow room for nuance, emotion, and conversation, making them ideal for showcasing the real voices and experiences that define your school community. Whether you’re featuring students, faculty, or alumni, the format gives your audience something they crave: authenticity.

    Set a Clear Purpose and Goals
    Before launching a podcast, clarify its purpose. 

    What role will it play in your marketing strategy? 

    Is it meant to support recruitment by spotlighting programs and student experiences? 

    To engage current students through campus discussions? 

    To deepen alumni connections with nostalgia and advice? 

    Each episode can have a distinct focus, but your overall series should align with strategic objectives. Identify your audience: prospective students, parents, current students, or alumni, and craft episodes that meet their needs. A school emphasizing innovation might produce a series around student research and campus projects, while one focused on student life could highlight real stories about growth, belonging, and discovery.

    Plan Your Content Strategy
    Successful podcasts rely on structure and consistency. Choose a defined theme or niche rather than covering every topic under the sun. Themes like Student Voices: First-Year Journeys or Faculty Conversations: Research That Matters help listeners know what to expect. Pre-plan your first 8–10 episodes to maintain a steady release rhythm. 

    Aim for a predictable cadence (biweekly or monthly) so listeners know when to expect new episodes. Formats can vary: student interviews, faculty discussions, narrative storytelling, or on-site event recordings. Involving student co-hosts or interviewers adds natural authenticity and relatability, bridging the gap between your institution and prospective students.

    Focus on Storytelling and Value
    Every episode should deliver something meaningful. Encourage guests to share honest stories, not scripted talking points. A student might recount a defining academic challenge; a professor might discuss what inspires their teaching; an alum could describe their career journey post-graduation. 

    Let conversations unfold naturally; even small moments of humor or vulnerability can make an episode memorable. Strive to balance emotional connection and practical value, offering listeners insight, inspiration, or tangible takeaways.

    Feature Diverse Voices
    Authenticity thrives on diversity. Feature a wide range of speakers—students from different backgrounds, professors across disciplines, and staff who shape campus life behind the scenes. Mixing perspectives gives your audience a fuller, more human picture of your institution. Episodes could spotlight student-led initiatives, faculty research, or stories that reflect different aspects of campus life, from residence halls to community outreach.

    Production and Promotion
    Good audio quality matters. Use a reliable microphone, record in a quiet space, and lightly edit to maintain clarity while preserving natural conversation flow. Publish episodes consistently and promote them across channels, email newsletters, your website, and social media. Short audiograms or quote graphics can extend your podcast’s reach while reinforcing its authentic tone.

    Example: Higher Ed Storytelling University Podcast. The Higher Ed Storytelling University podcast features marketers, educators, and students discussing authenticity, narrative strategy, and digital storytelling. This example illustrates how schools and industry experts are using long-form audio to humanize their messaging and reach broader audiences.

    HEM 4HEM 4

    Higher Ed Storytelling University Podcast

    Tools, Platforms, and Quick Wins for UGC

    Building a successful user-generated content (UGC) strategy doesn’t require starting from scratch. With the right tools and a few well-planned quick wins, your institution can begin collecting and showcasing authentic stories almost immediately. Below are practical tools and easy-to-implement tactics that can help you get started.

    UGC Creation and Curation Tools

    • Canva: A go-to tool for both marketing teams and students. Canva makes it easy to design branded graphics, quote cards, and short visuals using preset templates. Students can create Instagram takeover intros, testimonial cards, or club event spotlights, all while staying on-brand thanks to shared school colors and fonts.
    • CapCut: A free, mobile-friendly video editing app perfect for short-form social content. Encourage students to use it to trim clips, add subtitles, and polish their footage before submission. Subtitles, in particular, improve accessibility and help engagement since many viewers watch videos without sound.
    • Later or Buffer: Social media scheduling platforms like these help teams plan and publish UGC consistently. For example, you can schedule weekly “Student Spotlight” features or testimonial series, keeping your feeds active with minimal daily effort.
    • TINT or Tagboard: These UGC management tools collect content tagged with your campaign hashtags across multiple platforms into one dashboard. They also help you request permissions, filter submissions, and display curated UGC feeds on your website (such as a live “#CampusLife” wall on your admissions page).

    Quick Wins to Kickstart UGC

    1. Identify 3 Student Storytellers: Start small. Find three enthusiastic students, perhaps a club leader, athlete, or international student, and invite them to share their stories through takeovers, vlogs, or blog posts. Their content will serve as authentic examples and inspire others to participate.
    2. Launch a Branded Hashtag: Create a memorable, campaign-specific hashtag like #[YourSchool]Life or #Future[YourMascot] and start promoting it immediately. Add it to your bios, marketing emails, and on-campus signage. Repost tagged content regularly to reward engagement and grow participation.
    3. Pilot an Authentic Video Post: Experiment with one short, genuine video on Instagram or TikTok. Try a student Q&A, a “what I wish I knew” segment, or a move-in day recap. Compare engagement metrics with your usual posts. You’ll often find authentic, lightly produced clips outperform polished ads.
    4. Amplify Existing UGC: Look for what’s already out there. Students are likely tagging your school in posts or videos. Engage with those by resharing or commenting, signaling that you value authentic voices.
    5. Offer Student Club Consultations: Provide quick content workshops or audits for student groups. Helping them improve their storytelling or branding indirectly elevates the quality of UGC being created across campus.

    Measuring the Impact of UGC

    Just like any other marketing initiative, your user-generated content (UGC) strategy needs to be measured to prove its value and refine future campaigns. The impact of UGC goes beyond clicks and likes. It touches trust, community sentiment, and enrollment. That’s why it’s important to measure both quantitative and qualitative outcomes. Here’s how to assess what’s working and why.

    1. Track Engagement and Reach
      Start with the fundamentals: likes, comments, shares, saves, and views. Compare these against your institution’s regular branded posts. UGC often performs better, signaling a stronger connection and authenticity. Also track reach and impressions—are your hashtags expanding visibility? If your student takeover generates thousands of views and dozens of replies, that’s evidence of increased awareness and interest at the top of the funnel.
    2. Monitor Cost Efficiency
      If UGC is part of paid campaigns, track cost per click (CPC) and cost per lead (CPL). Ads using student-generated content tend to have higher click-through rates and lower costs because they appear more genuine. Run A/B tests: one glossy ad versus one featuring a real student photo. If the authentic ad drives more engagement at a lower cost, you’ve got clear ROI data to share with stakeholders.
    3. Measure Conversions and ROI
      Track what happens after engagement. Did a UGC-driven post increase form submissions or event sign-ups? Ask applicants how they heard about your school. If they mention your social media or specific student stories, that’s qualitative proof of impact. You can also calculate Return on Ad Spend (ROAS) by comparing tuition value or lead generation to ad spend, or use proxy metrics like cost-per-application to show improved performance. Learn more in HEM’s social media playbook.
    4. Gather Feedback from Students and Staff
      Numbers don’t tell the whole story. Collect feedback from your community through surveys or informal polls. Ask whether students feel represented in your content or whether prospective students found your UGC helpful. Anecdotal comments, like “Your Instagram takeovers made me want to apply,” are qualitative gold and demonstrate the emotional impact of authenticity.
    5. Track Sentiment and Community Growth
      Pay attention to the tone of comments and discussions. Are people tagging friends or expressing excitement? Positive sentiment indicates your content resonates. Also, monitor the growth of branded hashtags and organic posts. If more students are tagging your school or sharing their own stories without prompting, your UGC strategy is inspiring real advocacy.
    6. Build a UGC Dashboard
      Bring it all together with a simple dashboard that tracks UGC performance quarterly, engagement rates, CPC/CPL trends, sentiment highlights, and standout examples. This helps visualize the tangible outcomes of authenticity-driven marketing and makes it easier to communicate results to leadership.

    Example: University of Tennessee, Knoxville
    A University of Tennessee senior’s “Day in the Life” video exemplifies how authentic, student-produced content can outperform traditional marketing posts. The Reel’s organic engagement, thousands of views, and high interaction highlight the measurable impact of relatability on social media reach and engagement.

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    University of Tennessee, Knoxville: “Day in the Life” Reel

    Embrace Authenticity with HEM’s Expertise

    Authenticity in marketing is the foundation of meaningful connection. By weaving user-generated and authentic content into your strategy, your institution can foster trust, spark engagement, and inspire real relationships with students and families. Throughout this guide, we’ve explored how to define UGC, why it works, and how to implement it strategically through proven best practices and simple quick wins. The takeaway is clear: campaigns that feel real outperform those that feel rehearsed.

    Of course, launching an authenticity-driven strategy takes more than good intentions. It demands planning, creativity, and a partner who understands how to balance storytelling with measurable results. That’s where Higher Education Marketing (HEM) comes in. Our team has helped colleges and universities around the world capture genuine student stories and transform them into powerful digital campaigns. Whether you’re planning a branded hashtag initiative, building a library of student video testimonials, or training student ambassadors and UGC programmes to create engaging social content, HEM can guide you every step of the way.

    Authentic voices are your greatest marketing asset, and with HEM’s expertise, you can amplify them strategically. Reach out today for a free UGC strategy consultation and discover how genuine stories can drive real enrollment results. Let’s build trust, engagement, and community authentically.

    Struggling with enrollment?

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

    Frequently Asked Questions 

    Question: What Is User-Generated Content (UGC) in Higher Education Marketing

    Answer: User-Generated Content (UGC) is any material created by people outside your marketing team: students, alumni, faculty, or even parents. It includes everything from TikToks and Instagram stories to blog posts, reviews, and testimonial videos.

    Question: What Is Authentic Storytelling in Higher Education Marketing?

    Answer: Authenticity is the backbone of modern education marketing. Students trust people more than institutions, and they can spot inauthenticity instantly, especially Gen Z, who’ve grown up spotting inauthenticity from miles away.



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  • Reverse Transfer Policies Boost College Completion Rates

    Reverse Transfer Policies Boost College Completion Rates

    Photo illustration by Justin Morrison/Inside Higher Ed | Remigiusz Gora/iStock/Getty Images

    It was legit: She was a beneficiary of the Colorado Re-Engaged Initiative (CORE), which draws on reverse-transfer policies to allow the state’s four-year institutions to award degrees to stopped-out students who have fulfilled the requirements of an associate of general studies degree.

    Created by state legislation in 2021, CORE seeks to reduce the share of the 700,000 plus students in the state who have completed some college credits but don’t hold a degree.

    “It has always been problematic for me to think that people could have gone three years, three and a half years to college and the highest credential that they have is a high school diploma,” said Angie Paccione, executive director of Colorado’s Department of Higher Education.

    For Varkevisser, getting recognized for her years’ worth of credit accumulation was simple; she just had to say yes to the email. “It came out of nowhere, but I have my college degree now,” Varkevisser said.

    Colorado isn’t the only state aiming to reduce the millions of individuals who fall in the some college, no degree population in the U.S. And reverse transfer—awarding an associate degree to students who have met the credit threshold—is a relatively simple way to do it, thanks to new technologies and state initiatives to streamline policies.

    But one barrier has tripped up colleges for over a decade: working with students to make them aware so they participate in these programs. In Colorado, for example, fewer than 5 percent of eligible students have opted in to CORE.

    “I can’t imagine why” a student wouldn’t opt in, Paccione said. “You’ve already paid money; you don’t have to do anything, all you have to do is call [the institution] up and say, ‘Hey, I understand I might be eligible for an associate degree.’ It takes a phone call, essentially.”

    Credits but No Credential

    In the 2010s, reverse transfer was a popular student success intervention, allowing students who transferred from a two-year to a four-year institution to pass their credits back to their community college to earn a credential.

    Experts say awarding an associate degree for credits acquired before a student hits the four-year degree threshold can support their overall success in and after college, because it provides a benchmark of progress. A 2018 report found that most community colleges students who transferred to another institution left their two-year college without a degree, putting them in limbo between programs with credits but no credential.

    Now, reverse-transfer policies are being applied to students who have enrolled at a four-year college and left before earning a degree, who often abandon a significant number of credits.

    The National Student Clearinghouse Research Center’s latest report on the some college, no credential (SCNC) population found that 7.2 percent of stopped-out students had achieved at least two years’ worth of full-time-equivalent enrollment over the past decade. In other words, 2.6 million individuals in the U.S. have completed two years’ worth of college credits but don’t hold a credential to prove it.

    In addition to Colorado, Florida, Maryland, Michigan, Missouri, Oregon and Texas are introducing or modifying policies to award associate degrees to stopped-out students who have earned enough credits. The trend reflects a renewed focus on better serving stopped-out students instead of simply pushing them to re-enroll.

    “What’s happening at the national level is that folks are recognizing that we’re still not seeing the completion that we want,” said Wendy Sedlak, the Lumina Foundation’s strategy director for research and evaluation. “It’s taking a long time to make headway, so nationally, people are looking back, and looking into what are those initiatives, what are those policies, what are those practices that have really helped us push ahead?”

    A stack of mail with a large no fold envelope.

    Photo illustration by Justin Morrison/Inside Higher Ed | stphillips/iStock/Getty Images

    Obstacles to Implementation

    Reverse transfer, while simple on paper, faces a variety of hurdles at the state, institutional and individual levels.

    At the highest level, most universities cannot award associate degrees due to state legislation. Before CORE, Colorado universities were limited to being “dual mission” (awarding two- and four-year degrees) or awarding higher degrees, such as master’s or doctorates.

    There’s also a stigma around offering two-year degrees to students. Only eight universities are participating in CORE, because “some of the institutions don’t want to be associated with an associate degree,” Paccione said. “They pride themselves on the bachelor’s degree and they want to make sure students complete that.”

    Critics of reverse transfer claim that awarding students an associate degree if they fail to complete a bachelor’s gives them an incentive to stop out, but most of these programs require students to have left higher education for at least two years to be eligible for reverse transfer.

    Restrictions on student eligibility has further limited the number who can benefit from reverse-transfer programs.

    To earn an associate degree retroactively through traditional reverse-transfer processes, students have to begin their college journey at a two-year institution and earn at least one-quarter of their credits there. They are also required to take a certain number (typically 60 or more) and type of credits to fulfill requirements for the degree, whether that’s an associate of arts, science or general studies. So a student who completed 59 credits of primarily electives or upper-level credits in their major would not be able to earn the degree, for example.

    While 700,000 students in Colorado have earned some college credit but no degree, only about 30,000 residents have earned the minimum 70 credits at a four-year state university within the past 10 years that makes them eligible for CORE, according to the state.

    Most colleges require students to opt in to reverse transfer due to FERPA laws, meaning that students need to advocate for receiving their award and facilitate transcript data exchanges between institutions. This can further disadvantage those who are unfamiliar with their college’s bureaucratic processes or the hidden curriculum of higher education.

    In addition, getting up-to-date emails, addresses or phone numbers for students who were enrolled nearly a decade ago can be difficult for the institution.

    For some students, the opportunity may seem too good to be true.

    Peter Fritz, director of student transitions and degree completion initiatives at the Colorado Department of Higher Education, talked to CORE participants at their graduation ceremony in 2023 who—like Varkevisser’s partner—initially thought the program was a scam. Media attention and support from the governor have helped build trust in CORE. And the state’s Education Department continues to affirm messaging that this isn’t a giveaway or a money grab, but recognition of work already completed.

    Thousands of Colorado residents are eligible for CORE, but Varkevisser said she hasn’t heard of anyone in her community who’s taken advantage of it. “Actually, I am the one that’s telling everyone I know, and they go, ‘That’s crazy!’”

    A open envelope with several associate’s degrees sticking out.

    Photo illustration by Justin Morrison/Inside Higher Ed

    Giving Students Degrees

    Between CORE’s launch in 2022 and January 2025, 1,032 stopped-out students earned associates degrees, according to Colorado’s education department.

    At Metropolitan State University of Denver, one of the Colorado institutions that opted in to CORE, when administrators began combing through institutional data to see which students would be eligible for the associate of general studies degree, they found 4,256 that could earn an A.G.S.

    Another few thousand were eligible for a different degree entirely. If students had completed 15 or more credits at the community college system, “you wouldn’t be eligible for us to award you anything,” said Shaun Schafer, associate vice president of curriculum academic effectiveness and policy development. “Guess what? It’s reverse transfer.”

    MSU Denver identified nearly 2,000 students who could receive a two-year degree from their community college. “We sent that back to the different institutions saying, ‘Hey, this person is actually eligible to reverse transfer and get an associate’s from you,’” Schafer said. “We can’t really do anything for them.”

    In 2024, 336 students accepted an A.G.S. from MSU Denver, just under 9 percent of those eligible. An additional 130 or so students had reached 120 credit hours or more, so the university offered to help them re-enroll to finish their degree, and 300 had resumed coursework at other institutions.

    National data shows policies like reverse transfer are making a dent in the “some college no degree” population by eliminating the barrier of re-enrollment to attain a credential. In the past year, about one in four SCNC students who earned a credential in the U.S. (15,500 students in total) did so without re-enrolling, according to National Student Clearinghouse data.

    In Colorado, a total of 2,100 SCNC students completed a credential during the 2023–24 academic year alone, and 800 of those did not need to re-enroll, NSC data shows.

    Some states, including Colorado, Michigan, Missouri and Oregon, require institutions to contact upward transfer students to make them aware of their reverse-transfer eligibility. In Texas, students consent to participating in reverse transfer when they fill out their application; they have to uncheck the box to opt out, giving universities leeway to enroll them in the process when they become eligible.

    “Students often don’t do optional,” Sedlak said. “When you create additional barriers, you’re not going to see things get done.”

    The first Summer Ceremony for Associate’s degrees on June 22, 2024, in the Tivoli Turnhalle.

    Alyson McClaran/MSU Denver

    The first Summer Ceremony for Associate’s Degrees on June 22, 2024, in the Tivoli Turnhalle.

    Leveraging Tech

    Some universities have implemented new reverse transfer policies that capture students while they’re still enrolled, utilizing technology to expedite the process.

    The University of Nebraska system, which includes the Lincoln, Omaha and Kearney campuses, implemented an automatically triggered reverse-transfer initiative in 2023. All eligible students need to do is respond to an email.

    “Rather than putting the responsibility on the students to do that work—most of whom are not going to do that work—the system thought it would be better to create a mechanism that would automatically notify students when the courses that they’ve taken have gotten to that threshold,” said Amy Goodburn, senior associate vice chancellor at UNL.

    To be eligible, students must complete at least 15 credits at a community college and then transfer to the University of Nebraska. The registrar’s office monitors a dashboard and, after confirming a student completed the appropriate number and type of credits for an associate degree, notifies the student. If the student responds to the email, the university processes the reverse transfer with the prior institution to confirm the associate degree.

    “We’re trying to take the need for students to be proactive off their backs,” Goodburn said.

    The process is not a heavy lift, Goodburn said, and it boosts the community college’s completion rate, making it mutually beneficial.

    Still, the uptake remains stubbornly low.

    At UNL, February 2025 data showed that 2,500 students were eligible to participate in reverse transfer, but only 10 percent have opted in. A reverse-transfer initiative in Tennessee a decade ago saw similar numbers; 7,500 were eligible, but only 1,755 students chose to participate and 347 degrees were awarded.

    “I’m curious about the other 90 percent, like, are they not doing it because they don’t want it on their transcript?” Goodburn said. “Or they’re just not reading their emails, which is often the case? Or is there some other reason?”

    The University of Montana is in the early stages of building its own process for the reverse transfer of stopped-out students. The institution has offered an associate of arts degree for years as part of Missoula College, an embedded two-year institution within the university. Now, through the Big Sky Finish initiative, officials will be able to retroactively award degrees to former students.

    Brian Reed, the University of Montana’s associate vice president for student success, has been leading the project, convening with stakeholders—including the president, the provost, Missoula College leaders and the registrar’s office—to develop the process. The goal, Reed said, is to address the some college, no degree population while also investing in state goals for economic development.

    Big Sky Finish hinges on a partnership with the ed-tech provider EAB, which has created a dashboard connecting various institutional data sets to identify which students are eligible for reverse transfer. The system highlights former students who have 60 credits or more that fulfill a general studies associate degree, as well as stop-outs who are mere credits away from meeting the requirement.

    So far, Montana staff have identified just 11 students who are eligible to earn an A.A. degree and 150 more who are a class or two short of the needed credits.

    A degree put inside of a frame.

    Photo illustration by Justin Morrison/Inside Higher Ed | silverlining56/E+/Getty Images

    Putting Degrees to Work

    While CORE and similar initiatives are helping students earn a degree of value after leaving higher education, it’s less clear what impact associate degrees are having on students. Is it advancing their careers or getting them re-engaged in college?

    About 10 percent of Colorado’s stopped-out students have chosen to re-enroll in higher education to pursue their bachelor’s degree, Fritz said.

    For Varkevisser, receiving an A.G.S. degree provided the impetus to re-enroll and work toward a bachelor’s degree. The associate degree also gave her access to a variety of resources for alumni, including discounted tuition rates and career services.

    “We recognize that it may not be for everybody to do this as a bachelor’s completion model, but the advantage of having an associate over a high school diploma, I think, helps,” Paccione.

    But after students have their degrees, the career benefits and long-term implications for A.G.S. graduates are still murky. Median earnings of full-time, year-round workers with an associate degree are 18 percent higher than those with only a high school diploma, but still 35 percent lower than bachelor’s degree completers, according to the National Center for Education Statistics.

    In Colorado, the average high school graduate in their mid-20s will earn about $25,000 per year, whereas a graduate with an associate of general studies degree will earn closer to $34,000 per year, according to 2021 data.

    “There was an assumption that maybe an A.G.S. wasn’t really worth much, but the data we had on hand locally said there’s not really much difference financially and employment-wise between the different types of associate degrees,” Fritz said.

    “I still don’t really know what all [the A.G.S.] can do for me,” Varkevisser said. “I was never not going to go for it once I got the email and found out it was a real thing, but I don’t know what to do with it necessarily.” She’s considered other forms of employment that require an associate degree, such as a laboratory or X-ray technician, while she finishes her bachelor’s degree in mathematics.

    In Montana, there’s a slight wage premium for individuals who hold an associate degree compared to those with only a high school diploma, Reed said. An associate degree also opens doors in some career fields, such as bookkeeping.

    The University of Montana is hoping to partner with the city of Missoula to identify small businesses looking for credentialed talent so completers can have a career pathway to transition into .

    “I don’t think people are going into six-figure jobs after this,” Reed said. “But it’s creating a step toward something else for these folks. They get another job a little higher up, a little higher up, that prepares them for the next thing.”

    But an A.G.S. isn’t a great target for workers and it can’t guarantee further education, MSU Denver’s Schafer noted.

    “I hate to say it, but it’s a little bit of, it’s a lovely parting gift,” Schafer said. “Here, you have something that you can now show to the world. But how do I [as an administrator] build you on to the next thing when you’ve already stopped out? Maybe that’s the best hope. Even then, maybe it doesn’t work quite as magically as we want it to.”

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  • School facility governance standard aims to improve fairness, boost rental revenue

    School facility governance standard aims to improve fairness, boost rental revenue

    This audio is auto-generated. Please let us know if you have feedback.

    Dive Brief:

    • Facilitron is rolling out what it says is the first U.S. governance standard for community use of public school facilities, the digital facilities rental platform said Sept. 10.
    • The California-based company will debut the framework in San Diego this November at Facilitron University, its annual conference for school district leaders and facility managers.
    • The standard aims to align school facility use with districts’ mission and strategy, reduce legal risk, improve consistency and transparency across district operations, and ensure equitable access for community members and groups, the company says.

    Dive Insight:

    Facilitron provides facility rental and management support for some of the largest school districts in the U.S., including Florida’s Broward County Public Schools, Nevada’s Clark County School District and California’s San Diego Unified School District.

    That broad reach helped the company design a governance framework that goes beyond school boards’ existing model policies to encompass administrative regulations, site manuals, renter terms and audit tools, the company says. It draws on data from more than 15,000 schools, many of which have outdated, inconsistent and unenforceable facility-use policies, “exposing where current systems fail,” according to the company. 

    “Every district on our platform has a data trail that tells a story,” Facilitron Chief Marketing Officer Trent Allen said in an email. “Even when data is missing — because poor policy and enforcement means a lot of facility use never gets documented — you can still see the problems, like a black hole bending light in its direction.”

    Allen said many of those problems have a financial dimension. For example, many districts offer automatic subsidies for registered nonprofits, regardless of the actual public benefit the organization provides — so a national nonprofit with high participation fees gets effectively the same treatment as a grassroots group with a much smaller budget, Allen said.

    Districts’ facility-use policies — and the state statutes enabling them — leave money on the table in other ways, like sweetheart deals for school employees, rates that remain static for years, and ambiguous language that discourages districts from tapping their facilities’ full value. 

    As an example, Allen said, some Tennessee districts interpret a vaguely worded state statute prohibiting “private profit” in school facility use to mean that only nonprofit organizations can rent them, creating a situation where “essentially every use becomes a subsidized use.” That leaves out the possibility that private companies could use the facilities for charitable or other purposes. 

    Additionally, many school boards give school administrators or facilities managers free rein to adjust or waive fees, or approve informal use outside the plain text of board policy, he said.

    The upshot of all this, Allen added, is that larger districts forgo millions in potential revenue annually from facility rentals while creating conditions ripe for favoritism and inequity.

    Once one group gets access under favorable terms, every similar group is usually given the same,” he said. “Suddenly the district is on the hook for hundreds of thousands of dollars. It quickly runs into the millions and it is never budgeted for.”

    Facilitron says its national governance standard pushes back on the status quo by laying out detailed model school board policies and administrative regulations; a “modular policy toolkit” and site-level operations manual; a national terms and conditions template; and a “facility use audit framework,” which the company describes as “a diagnostic tool that reveals cost, risk and underperformance.”

    The national governance standard also includes frequently asked questions, case studies and other resources for school boards.

    “We require annual reporting, including an estimate of total subsidization. We make cost recovery the governing philosophy [and] move away from ‘nonprofit’ as the trigger for discounts, because that’s the wrong proxy for public benefit. And we separate policy into layers — board-level rules, administrative regulations, and site-level guidance — so principals aren’t left to invent their own rules,” Allen said.

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  • KEF deserves a boost | Wonkhe

    KEF deserves a boost | Wonkhe

    The Knowledge Exchange Framework (KEF) is excellent in all kinds of ways.

    It eschews the competitiveness of league tables. It provides a multi-faceted look at everything that is going on in the world of knowledge exchange. And it is nuanced in comparing similar kinds of institutions.

    KEF is not overly bureaucratic and it is helpful for universities in understanding where they might improve their knowledge exchange work.

    It is a shame then that the release of the KEF dashboard is not as big a day for the sector as something like REF or even TEF.

    Keep on KEFing on

    The KEF is the friend that would help you move house even if it isn’t the first one you would call for a gossip. It is nice, it is helpful, it is realistic on what is and isn’t working. In the very kindest way possible it is straightforward.

    The problem is that the nuance of the KEF doesn’t make for sensational coverage. There isn’t an up and down narrative, there aren’t really winners and losers, and of course there is no funding attached. It is a mirror to the world of knowledge exchange that simply shows what is going on.

    And if you dig deep enough the stories are good. Queen Mary University of London is doing a superb job at IP and commercialisation as well as public and community engagement all the while generating £760m of GVA. Birmingham Newman University is playing a significant role in local growth and regeneration through partnerships, placements, collaborations and consultancy. While the University of Plymouth has one of the most complete radar diagrams with a distinct focus on its maritime work.

    Every single event about how the sector promotes its value discusses the need for universities to have a better story about their places, economic impact, and the tangible impact they make on people’s lives. The KEF is a single source of hundreds of such stories, but somehow it is not cutting through.

    Perhaps, one of the reasons is because the consequences of doing badly (whatever badly means in the context of KEF) is very little. It is not the public shaming tool of the TEF, it is not the funding mechanism of REF, and it doesn’t attract very much media attention. It could have been so different. As Jo Johnson, then Science Minister, said at the launch of KEF

    Our ambition is that the new KEF will become an important public indicator of how good a job universities are doing at discharging their third mission, just as the REF rewards excellence in research and the TEF rewards excellence in teaching and student outcomes.

    The KEF does not reward anything, but it could (yes – its constituent parts are linked to HEIF but that isn’t quite the same thing.)

    My favourite gains

    Another model of funding distribution is possible. One of the major concerns about the REF is that it is becoming too complex. REF measures inputs and outputs, it looks at impact but not in the same way as KEF, and there is also the ongoing debate about People, Culture, and Environment, as a measure of research excellence.

    To make the REF more manageable and make the KEF more meaningful perhaps it is time to add funding consequences to KEF and just shift the pressure a little bit. Previously, I have made the argument that one way of doing this would be to rationalise all of the funding mechanisms that bump into KEF:

    As a starting point it would be sensible to rationalise HEIF allocations and KEF measurements. Without getting into the weeds at this stage a joint data set would likely draw from an enhanced HE-BCI survey, Innovate UK income, research income, journal data, and non-credit bearing course data from the Office for Students. The most straightforward way would be either to dispense with HEIF entirely and allocate the whole pot to KEF with a strengthened self-assessment element, like in REF, or use KEF as the sole basis for HEIF allocations. This would avoid both double counting funds and reduce administrative burden.

    Given the government agenda around universities and economic contribution now might be the time to consider going further.

    One measure could be to allocate a proper funding formula to KEF. In keeping with the spirit of KEF each university would still be organised into a cluster, ensuring like for like is being compared, and funding would be allocated on a formula basis depending on their contribution to each of the seven areas. Each area would not have to receive the same level of funding. Instead, the government could vary it from time to time depending on national priorities or alternatively universities could (in advance) make a pitch for their own growth priorities ensuring they devote energy to and are rewarded for where their strengths lie. This would also help with greater specialisation.

    Simultaneously, the government could add in a more dynamic competition element that is tied to funding. For example, given the state of the economy it might make sense to provide greater reward for the institutions contributing to local growth and innovation. This then becomes a whole new kind of funding route with funding to support the things universities are good at and a gentle nudge toward the things government wish them to do.

    Something changed

    The trade-offs, and the arguments, would of course be significant. In a world of fiscal constraint one of the trade-offs would be reducing funding allocated through REF or through grants in order to fund KEF.

    Reducing funding through REF may help to reduce some pressure on it but it isn’t clear that reducing the pot for exploratory research would be a net economic good in the long-term. Reducing grant funding would mean simply trading off one lever to direct research activity for another.

    Simultaneously, adding in funding allocations to KEF would undoubtedly make it into a more high-pressure exercise which would then attract costs as universities looked to maximise their returns. The exercise would need to be carefully managed to, as far as possible, rely on public data and limited returns.

    Nonetheless, it seems to be a wasted opportunity to have an exercise which is primed for measuring engagements between universities and wider society and economy, at precisely the time there seems to be a consensus this is a good idea, but with few levers to enhance this work. The benefit of looking at a funding allocation toward KEF could be a greater spread of providers rewarded for their work, greater focus on growth and social contribution, and greater attention on the work universities do alongside research and teaching.

    The road to a new kind of KEF is long. However, if the debate about REF has taught us anything, it’s that trying to change a single exercise is exceptionally hard. If the current arrangements feel tired, and reform feels piecemeal, perhaps now is the time to look at the whole ecosystem and look at a system which prizes universities third mission as much as their other work.

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