Tag: higher education marketing

  • Search Everywhere Optimization: Reinventing Student Discovery for the AI Era

    Search Everywhere Optimization: Reinventing Student Discovery for the AI Era

    For decades, the enrollment funnel followed a familiar script: search, click, visit, inquire. That script no longer describes how decisions are made. Strategies that still treat traffic to your school’s .edu domain as the main measure of success are increasingly invisible to the Modern Learner.

    That is because search has broken free from the constraints of the search bar.

    Modern Learners operate in a search everywhere ecosystem, investigating institutions on social platforms, querying AI chatbots, cross-referencing video and scanning third-party sites. The traditional results page has shifted from a static stack of blue links to a verified, AI-driven dialogue. Visibility is no longer about ranking first on a list. It is about being the answer wherever the question is asked.

    This shift demands a new strategic operating system: Search Everywhere Optimization.

    From Search Engine Optimization to Search Everywhere Optimization 

    Website marketing experts at EducationDynamics define Search Everywhere Optimization as a holistic strategy that treats every discovery surface—search engines, AI answers, institutional sites and social media—as one integrated system. It aligns brand, media and experience around a single imperative: remain visible, credible and compelling wherever students ask questions.

    Standing on its own, traditional search engine optimization is now obsolete. Where SEO focused narrowly on technical tactics to rank a specific URL and drive a click, search everywhere optimization manages a decentralized web of signals to influence an answer. SEO chased algorithms to feed a crawler; search everywhere optimization builds reputation to inform a decision.

    This is more than a shift in tactics. It is a shift in mindset.

    In an AI-first environment, institutions that cling to yesterday’s search habits are already falling behind.

    The question is no longer whether to evolve. It is how fast an institution can reinvent its approach to discovery. The next era of enrollment is not about clicks. It is about credibility, visibility and being the trusted answer wherever the question is asked.

    Winning AI Overviews in higher ed with AI Density 

    Google’s AI Overviews. These experiences have rewritten the rules of search in higher ed. They do not just sit above traditional results. In many cases, they replace them. Prospective students now see a single synthesized answer that decides which institutions and programs show up first, frames expectations for cost and outcomes and often ends the search before a site visit ever happens. 

    When an institution is not shaping that answer, AI is shaping it based on everyone else’s signals. 

    EducationDynamics built AI Density to change that equation. 

    AI Density is EducationDynamics’ proprietary metric for AI visibility. It measures how often an institution is cited or referenced inside AI Overviews and related AI answers across a defined set of high-intent queries. Traditional search reports show where a page ranks. AI Density shows whether the institution has a voice in the answer that shapes a student’s decision. 

    High AI Density means AI systems treat the institution as a trusted source. The brand appears more often in AI-generated summaries, carries more weight in organic results and influences more prospects even when no click is recorded. 

    That influence does not live on the .edu domain alone. AI Overviews pull signals from across the ecosystem, including: 

    • Institutional pages and academic catalogs
    • Rankings sites and program directories
    • Student reviews and Q&A forums
    • Reddit threads and other social communities
    • News coverage and employer-linked stories

    Reputation now moves through this full network. Search Everywhere Optimization treats these external surfaces as extensions of institutional storytelling so AI systems encounter a consistent, credible picture of programs and outcomes. 

    In this context, AI Density is not a metric to be sidelined—it is a growth lever. It reveals how deeply institutional signals penetrate AI ecosystems, where gaps exist and which content and reputation investments actually move visibility. Institutions that ignore AI Density allow the AI ecosystem to define their market position without input. Institutions that embrace it begin to control the narrative where decisions are made. 

    Zero-click Search Strategy for a No-Click World   

    The behavior around those AI-shaped answers has its own name. In a search environment increasingly resolved without a website visit, more interactions begin and end on the results page itself. That pattern is zero-click search. 

    A zero-click search strategy starts from that reality. It assumes that visibility and influence must carry real weight even when analytics platforms never record a session. When decisions are shaped inside the search results page (SERP), traffic alone becomes a lagging, partial signal. 

    Across institutions, the same zero-click behaviors keep showing up. Prospective students collect program, cost and outcome basics directly from snippets and AI answers. Calls, map actions and clicks to third-party directories or application portals divert attention away from primary landing pages. Traditional volume metrics then underrepresent how often institutions appear in meaningful moments because the most important interactions never show up as traffic. 

    In this environment, a strategy that still equates “success” with a click-through to a deep program page has fundamentally shifted. 

    In practice, zero-click search strategy within Search Everywhere Optimization comes down to three core moves. 

    • Answer design. Program and outcome content is written in short, self-contained statements that search systems can lift into snippets, quick facts and AI answers without losing meaning. Language mirrors the way Modern Learners actually ask about value, flexibility, support and price clarity, not internal taglines.  
    • Structured data discipline. Key facts – degree type, modality, tuition ranges, locations and application timelines – carry schema markup that supports rich results and quick information panels. Technical health becomes part of the visibility strategy, not a back-end checklist. 
    • Consistency across surfaces. On-site copy, catalogs, Google Business Profiles, marketplaces, ratings sites and partner listings present the same story. In a system where AI reconciles conflicting inputs, inconsistency is a signal to downgrade trust. 

    Under this model, success expands beyond traffic counts. The objective is to shape the decision at the point of the question, click or no click. Institutions that still optimize only for visits are chasing what is left over while the real competition plays out in zero-click moments. 

    Generative Engine Optimization (GEO) and AI-native discovery

    Zero-click moments describe where decisions are resolved. Generative Engine Optimization focuses on how those answers are created. AI is no longer a side feature in search. It sits in the middle of how prospective students evaluate options. They use conversational tools and answer-first interfaces to compare programs, pressure-test timelines and translate affordability into real life. Large language models and answer engines now stand beside traditional SERPs as core discovery channels. 

    Generative Engine Optimization (GEO) is how Search Everywhere Optimization shows up in that layer. Institutional content can no longer speak only to crawlers and rank-based algorithms. It has to feed models that synthesize answers directly on the results page. Program pages, FAQs and resource content carry more weight when they read like direct responses to questions about outcomes, format, pace and support. Differentiators and proof points win when they condense cleanly into a sentence or two, because that is what answer engines lift. 

    Within GEO, Answer Engine Optimization (AEO) targets the experiences where the entire interaction happens inside the result. AI Overviews, featured snippets, people also ask modules and knowledge panels do not wait for a click. They resolve the question on the spot. In that environment, institutional content either fuels the answer or disappears from the conversation. 

    GEO, executed through strong AEO, demands: 

    • Clear question-and-answer structures in program and outcome content 
    • Consistent details across the main site, catalogs, news releases, directories and partner listings 
    • Markup and formatting that help systems recognize and elevate accurate responses

    Generative Engine Optimization does not replace technical SEO. It raises the bar. Content now has to work simultaneously for human readers, search crawlers and answer engines across both click and zero-click interactions. In an AI-shaped discovery landscape, GEO is not an experiment at the margins. It is the standard for institutions that expect visibility to translate into real enrollment performance. 

    What leadership-level execution looks like 

    Zero-Collectively, Search Everywhere Optimization, AI Density, zero-click strategy and Generative Engine Optimization define how visibility works in this market — leadership determines whether that visibility becomes an advantage. 

     Thriving in this environment isn’t about stacking one more tactic on top of yesterday’s strategy. It is about building a presence that students and systems can understand, trust and choose. 

    Institutions gaining ground are not tweaking the old search playbook. They are changing how the institution shows up, how AI interprets it and how teams respond when students lean in. Four execution patterns consistently separate institutions built for this new search-everywhere environment from those still operating on legacy assumptions. 

    Anchor content in real student questions 

    Leading institutions organize program pages, FAQs, blogs and resource hubs around the questions students actually ask. Language centers on outcomes, time to completion, flexibility, support and price clarity, not internal jargon or slogan-heavy copy. Content that answers real questions travels farther in search, performs better in AI Overviews and converts faster once students engage. 

    Treat external platforms as brand-defining spaces 

    Reddit threads, Google Business Profiles, degree marketplaces, review sites, YouTube channels and TikTok feeds all power the same discovery engine. When tuition details, program formats or admissions timelines conflict across those surfaces, trust erodes and AI systems notice. Institutions that treat external platforms as extensions of their site build stronger credibility in AI-driven answers and in traditional results. 

    Balance broad reach with precision presence 

    National campaigns are resurging, rebuilding brand presence across fragmented markets. At the same time, leading institutions layer precision media that targets local, adult and career-focused learners at moments of high intent. Search Everywhere Optimization depends on both: consistent brand framing at scale and targeted visibility where high-yield audiences search, scroll and ask questions. 

    Turn visibility into decisive action

    Search visibility only creates advantage when institutions respond with speed and clarity. Prospects move from consideration to inquiry quickly, often expect admissions decisions in days and frequently enroll at the first institution that meets their needs. When enrollment teams move slowly or inconsistently, the lift from Search Everywhere Optimization and Generative Engine Optimization evaporates and informed students choose institutions that move faster.

    Taken together, these moves separate leaders from the pack. They treat Search Everywhere Optimization as core operating strategy, not a marketing experiment. Institutions that build around real student questions, coherent signals across every surface, smart reach and fast follow-through are not just visible in a search-everywhere world — they are the ones shaping which options feel possible in the first place. 

    Competing in a Search-Everywhere world 

    These leadership patterns sit against a larger reality that will not reverse. Modern Learners have already left the old funnel behind. They are making choices inside AI Overviews, zero-click results, marketplaces and social feeds long before webpage appears. Search will not revert to ten blue links. AI-driven answers will not move back to the margins.

    In that reality, clinging to Search Engine Optimization as a stand-alone strategy means optimizing for a shrinking slice of how decisions are made. Search Everywhere Optimization reflects the environment that actually exists: decentralized signals, AI-shaped discovery and students who expect clear, consistent answers wherever they look. Institutions that build around that reality are not just keeping up with change. They are defining the terms on which students compare their options.

    The next cycle belongs to those who act now. The AI-first, zero-click era won’t wait—and neither should institutions serious about growth. EducationDynamics is committed to helping institutions navigate this evolving landscape and put Search Everywhere Optimization at the center. Contact us to assess your AI Density and build a Search Everywhere Optimization strategy aligned to how students actually decide.

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  • A Mandate for Transformation: Inside the 2026 Marketing and Enrollment Management Benchmarks 

    A Mandate for Transformation: Inside the 2026 Marketing and Enrollment Management Benchmarks 

    For too long, institutions have operated under an enrollment model built for a market that no longer exists. That status quo persists because it benefits entrenched service providers who profit from preserving the illusion that yesterday’s playbook will solve tomorrow’s challenges. These models feel safe, but they quietly divert resources away from the work of real institutional evolution. 

    At EducationDynamics, we reject that approach. We refuse to manage a legacy of decline. We are actively dismantling the traditional enrollment playbook to meet a new reality defined by rapid AI advancement, fundamental shifts in student behavior and a growing demand for data-driven action. 

    The 2026 Marketing and Enrollment Management Benchmarks is more than a collection of data. It is a strategic blueprint for institutions willing to challenge convention. Traditional benchmarks act like a rearview mirror. These benchmarks define the road ahead, focusing on the forces now driving growth: brand authority, AI visibility, intent-rich audiences, operational speed and measurable value. 

    The Forces Defining Higher Ed in 2026

    These trends are not incremental adjustments or cosmetic shifts. They represent a structural reset in how students discover institutions, how trust is earned and how enrollment engines generate growth. Together, they form the pillars of survival for institutions that intend to compete in the next decade, not merely endure it. 

    1. High-Value Branding

     Winning institutions treat brand equity and transparency as primary drivers of top-of-funnel performance. In an era of automated information, trust is the only currency that matters. Reputation is the new SEO. If students don’t trust you, they never search for you. 

    By 2025, nearly 60% of online learners started their journey by searching for a specific institution—a 354% increase in brand-first searches since 2015. The funnel is no longer program-first. Your brand is the search term. If students don’t already believe in your value, you may never enter their consideration set.

    This shift makes it clear: reputation, trust and visibility now shape the top of the enrollment funnel more than any single program. Institutions that invest in brand equity, AI-ready SEO and consistent messaging across channels are the ones that show up first when learners start their search. 

    Visibility is no longer earned by keywords alone; it is earned with reputation, authenticity and authority—especially in AI-driven environments: 

    • Answer Engine Optimization (AEO): Provide concise, factual responses to zero-click queries so AI surfaces your brand as the answer. 
    • AI Density: Measure how often your institution appears as a cited source within AI ecosystems, your new visibility metric in a Search Everywhere world. 

    The report introduces the AI Visibility Pyramid, a strategic framework that connects brand reputation, content, reviews and earned media into one system designed to make your institution the trusted answer inside AI ecosystems—not just another result if someone happens to click. 

     

    2. “Search Everywhere” Transformation

    The traditional search results page is disappearing. It is being replaced by conversational AI and a multi-platform ecosystem where students demand answers, not links. Visibility is now a conversation, not a click. 

    An estimated 78% of education-related searches now return an AI Overview, and nearly 45% of Google searches end without a click. Students are building shortlists and making decisions from AI overviews, chatbots, social feeds and video long before your institution’s website loads. If your brand isn’t present in these AI-driven answers, you’ve lost the conversation before you see the prospect. 

    3.The Efficiency Imperative 

    Cost inflation is no longer a future concern. It is the operating reality for higher education marketing. In 2025, total digital media spend surpassed $2.77 billion, yet rising costs failed to produce proportional performance gains. 

    Efficiency across traditional acquisition channels has eroded. Non-brand paid search CPCs climbed 30.9% year over year, increasing the cost of competing on generic, high-intent keywords. That pressure is amplified by zero-click search behavior, which continues to weaken keyword-driven volume strategies. 

    In this environment, efficiency is not a budgeting exercise. It is a competitive advantage. Institutions outperforming the market are using AI-driven attribution models to understand how organic, paid, and brand touchpoints actually influence enrollment. The focus shifts from chasing clicks to identifying high-intent learners earlier and engaging them with precision. 

    The Efficiency Imperative is about where and how institutions invest. In 2026, growth will favor those who deploy capital intelligently, align messaging to intent, and reach the right learner at the decisive moment. 

    4. Value Outperforms Volume

    Inquiry volume once signaled success. In 2026, it signals inefficiency. High volumes of low-intent leads inflate costs, overwhelm admissions teams, and obscure real demand. 

    Institutions can no longer rely on inquiry-driven attribution to understand the market. Many of today’s strongest prospects never raise their hand. Growth now depends on brand authority within AI ecosystems, content structured for conversational search, and predictive models that surface high-intent learners before a form is ever submitted. 

    The data confirms this shift. Career Changers and Leadership Track learners convert at 9.75% and 15.73%, far outperforming less motivated segments. These learners are decisive, outcome-driven, and ready to act when value and ROI are clear. 

    At the same time, stealth applicants now account for 9.7% of total applications, up from just 1% in 2020. They research independently, build their own shortlists, and apply when confident, often without entering a traditional funnel. 

    Institutions that prioritize motivation, fit, and outcomes over raw inquiry counts build smarter funnels that convert faster and operate more efficiently. In 2026, success is defined not by how many leads you generate, but by how many of the right students you enroll.

    What this Means for Higher Ed Leaders 2026  

    Higher education has entered a new era, and the data leaves no room for debate. Modern Learners have rewritten how institutions are discovered, evaluated and chosen.  

    Institutions that prioritize scale over substance will fall behind in a market defined by AI-driven search, zero-click behavior and value-first decisions. Survival is not the goal. Growth is. 

    The strategic imperatives that follow are not recommendations. They are the minimum requirements for relevance in 2026 and beyond. 

    The Strategic Imperatives Higher Ed Leaders Must Prioritize 

    1. Mechanize Brand Authority for a Zero-Click World  

    Nearly half of searches now end without a click. Visibility no longer belongs to the best-ranked institutions. It belongs to the most trusted brands. In a zero-click world, institutions must optimize for AI Density, ensuring brand content, outcomes data and FAQs are cited inside AI Overviews, while actively defending brand authority across the decentralized platforms that shape AI answers. 

    2. Pivot from Lead Volume to Enrollment Value  

    The era of buying growth through lead volume is over. Rising CPIs have made mediocre leads an expensive distraction. More leads are not the objective. Enrolling the right students is. Success in 2026 requires abandoning vanity metrics and optimizing toward Cost per Application and Cost per Enrollment using first-party data and AI-driven optimization. 

    3. Engineer Velocity into the Funnel  

    Modern Learners move fast and reward speed. Most enroll at the first institution that admits them. Delay kills conversion. Institutions must design for velocity at every stage, using AI as a 24/7 admissions concierge to answer questions, engage stealth researchers, and eliminate friction across the funnel. 

    4. Move from Performative to Operational AI  

    In 2026, the greatest barrier to progress is not technology, but cultural paralysis. Institutions waiting for a “perfect plan” will end up optimizing a strategy the market has already outgrown. AI cannot live on the sidelines. Leadership must treat it as operational infrastructure, championing upskilling and cross-functional integration across marketing and enrollment. The advantage comes from using AI to drive real-time personalization and faster decisions, not from experimenting in isolation. 

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  • InsightsEDU 2026: The Higher Ed Conference Built to Disrupt the Status Quo

    InsightsEDU 2026: The Higher Ed Conference Built to Disrupt the Status Quo

     The 2026 landscape makes one thing clear: institutions that rely on incremental change will not make it in this new era of higher ed. 

    Student expectations are shifting, competition is intensifying and AI is reshaping how people search, compare and choose. The Modern Learner is moving faster than most institutions—clear on what they want and decisive about where they spend time and money. 

     In this reality, doing a little more of what you’ve always done isn’t neutral. It’s a liability. 

     At EducationDynamics, we think differently. We believe in the transformative power of education, and we believe higher ed can rise above the noise to better serve the Modern Learner.   

    That belief drives InsightsEDU. InsightsEDU 2026 gathers the leaders ready to reinvent—those willing to transform their programs, positioning and culture for the era ahead. From February 17–19 in Fort Lauderdale, presidents, marketers, enrollment leaders and more will come together not to trade small tweaks, but to rethink how their institutions serve learners, tell their stories and grow. 

    Why InsightsEDU Exists 

    We believe your institution’s why is its strongest enrollment tool. Yet on most campuses, brand, strategy and culture are owned by different teams and rarely viewed as one story—InsightsEDU is designed to collapse those silos and give leaders a holistic view of the learner journey from first impression to long-term outcomes.

    Modern Learners don’t see your brand and enrollment funnel as separate. They experience one journey: a promise made in your brand, a reality in your programs and support and a decision shaped by how clearly you communicate value. When those pieces align, you build reputation and revenue. When they don’t, both erode.

    InsightsEDU 2026 exists to close that gap. It’s the live expression of how we believe higher ed must operate now—designing around the Modern Learner, treating reputation and revenue as one integrated strategy, and running enrollment as a unified system that connects an institution’s entire ecosystem.

    This isn’t another conference. It’s a launchpad for institutional reinvention.

    The Future Unbound: Your Institution’s Growth Mandate 

    This year’s theme, The Future Unbound, is a mandate to stop waiting and start unbinding. 

    At InsightsEDU, that means letting go of the assumption that yesterday’s playbook will carry you through tomorrow. It means challenging structures and habits that separate brand, enrollment and student success even though students experience them as one continuum. It means pressure-testing who you serve, how they find you and whether your story still matches reality. 

    This conference is devoted to that mission: transformation in the face of uncertainty. Every session is intentionally crafted to equip leaders to navigate this environment and reinforce higher education’s value proposition. 

    What Makes InsightsEDU Different 

    You’ve been to enough events where you swap business cards, collect slide decks and go home unchanged. Explore how InsightsEDU 2026 is different by design. 

    A Keynote That Resets Your Why 

    At the center of InsightsEDU 2026 is a keynote from visionary Matt Dunsmoor from Simon Sinek’s The Optimism Company. He’s not here to offer feel-good inspiration you forget by next week. He’s here to confront a hard truth: when strategy and culture are disconnected, your why collapses—and your enrollment strategy with it. 

    The keynote will help you sharpen your institution’s why in ways that resonate with Modern Learners, expose where culture undercuts the story you tell and push you to reconnect purpose, people and plans so reputation and revenue move together. 

    An Exclusive First Look at the 2026 Modern Learner Report 

    If putting the Modern Learner first is non-negotiable, InsightsEDU is where you need to be. 

     Attendees receive an exclusive first look at EducationDynamics’ 2026 Modern Learner report, presented by EducationDynamics’ President of Enrollment Management, Greg Clayton, and Senior Director of Analytics and Business Intelligence, Katie Tomlinson. You’ll see what today’s students value in higher education and how that shapes their decisions; how brand and reputation influence their search; and how to engage Modern Learners where they are with messages that land. 

     The report shares insights from our survey of Modern Learners and lays out a framework for a strategic approach built on stronger reputation and smarter engagement. 

     InsightsEDU 2026 is grounded in this data—real students, real behavior and real tradeoffs. Throughout the conference, you’ll use these insights to test your messaging, rethink programs and refine your enrollment strategy so it reflects how students actually behave in today’s landscape, not how they used to. 

    A Clear Directive on What Actually Moves the Needle 

    Many conferences leave you energized but unfocused. InsightsEDU is built to narrow your focus to what truly moves the needle. Most conferences still split your reality into tracks—leadership talking mission in one room, marketing talking campaigns in another; enrollment trading tactics down the hall. InsightsEDU starts from a different assumption: in 2026, those divides are the problem. 

    The agenda is built around the idea that every function ultimately feeds your brand. By bringing everyone into the same general sessions and then into focus-specific tracks, InsightsEDU gives leaders a shared picture of the full enrollment ecosystem and a practical toolkit to decide which levers will actually change the trajectory of their institution. 

    Real Tactics from Real Higher Ed Leaders & Industry Pros 

    Reinvention doesn’t happen in theory. It happens when real people in real roles make different choices. 

     At InsightsEDU 2026, you’ll hear from higher ed leaders across enrollment, marketing, admissions and online education who are already reshaping how their institutions compete and serve learners. They’ll share strategies they’re testing, changes they’ve made and what they’d do differently next time. 

    You will also hear from platform insiders bringing expertise from the digital front lines of Google, Reddit, Snapchat, Meta and LinkedIn—the very places where Modern Learners search, scroll and decide what to do next. These leaders will unpack the trends and behavioral shifts they observe in the market, offering a tactical look at how these ecosystems are evolving and what that means for your institution’s strategy.  

     The result: a conference that doesn’t just tell you what to change but prepares you for the leadership required to make change stick. 

    Who InsightsEDU Is For? 

     In short, you. 

     You’re shaping the future of your institution. That’s why you belong at InsightsEDU 2026. 

     This conference is for leaders who feel the urgency of this moment and are ready to act—presidents and cabinet members responsible for both mission and margin; CMOs and marketing executives tired of disconnected campaigns that don’t translate into enrollment; enrollment leaders who live every day with the pressure of pipelines, outcomes and student success; and online, adult and continuing ed leaders who already live in the Modern Learner reality and want their institutions aligned to that same pace and expectation. 

    Graph showing the Common Titles at InsightsEDU, including Directors, managers, deans, advisors, senior leadership and more

    If you’re looking for another safe year of marginal change, you don’t need this conference. If you’re aiming for sustainable growth, stronger reputation and genuine student success, this is the room you need to be in. 

    What You’ll Take Back to Campus 

    When you leave Fort Lauderdale, you won’t just be inspired—you’ll know what to do next. 

    Expect to go home with: 

    A Modern Learner–informed strategy for 2026 and beyond 
    Concrete shifts in programs, positioning and experience based on fresh data about what students value, how they search and what drives trust. 

    A Unified Enrollment Framewrok 
    A practical model for breaking down silos and aligning marketing, enrollment and student success into one system that drives reputation and revenue. 

    A Playbook You Can Actually Use 
    Top priorities you’ll pursue immediately supported by metrics that create alignment across leadership, marketing and enrollment teams. 

    A Network You Can Activate 
    Connections with peers and industry partners you can tap long after the conference—people who will share results, compare notes and help you keep pushing your strategy forward. 

    The Conference for Transformation 

    You don’t need another conference that leaves your strategy unchanged. 

     InsightsEDU 2026 is built for leaders who are ready to confront what’s not working, commit to the Modern Learner and move their institutions from incremental adjustment to true reinvention.  

     If you’re ready to move beyond tweaks and start the work of institutional reinvention, join us in Fort Lauderdale for The Future Unbound. 

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  • Meet the Speakers Transforming Higher Ed at InsightsEDU 2026

    Meet the Speakers Transforming Higher Ed at InsightsEDU 2026

    Higher ed doesn’t need just another conference. It needs transformation.

    Legacy strategies are cracking under demographic pressure. AI is rewriting how students search and the Modern Learner is calling the shots. Institutions that cling to “what’s always worked” are watching the ground shift under their feet.

    InsightsEDU 2026 is built for leaders who are done settling. Presidents, marketers and enrollment teams who know reputation and revenue can’t live in separate silos anymore—and who are ready to align both around the needs of today’s learners.

    From February 17–19, 2026 in Fort Lauderdale, you’ll hear from university leaders, higher ed innovators and Modern Learner experts who are actively rebuilding how institutions compete, communicate and grow. More than 40 sessions will dig into real playbooks, not theory—unifying brand and enrollment, elevating student experience and turning AI disruption into advantage.

    Here’s a preview of a few of the voices taking the stage and how they’re already reshaping what’s possible.

    The Leaders Rewriting Higher Ed’s Playbook

    Gregory Clayton

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

    Session: Opening Session: From Framework to Action

    Amanda Serafin

    Associate Vice President of Enrollment at Indiana Wesleyan University 
    With more than twenty years in higher education enrollment, Amanda serves as the Associate Vice President of Enrollment at Indiana Wesleyan University, where she leads strategic initiatives and a high-performing team supporting IWU’s National & Global programs.

    At InsightsEDU, Amanda joins EducationDynamics’ Vice President of Enrollment Management Consulting to unpack three years of competitive research—revealing what secret shopping uncovered about competitor strategies, the depth and quality of student nurturing across the market and how IWU leveraged those insights to strengthen enrollment outcomes.

    Session: Mystery Shopping 2.0

    Alex Minot

    Client Partner Lead at Snapchat
    As Client Partner Lead at Snapchat, Alex helps higher ed institutions and nonprofits modernize their marketing through full-funnel strategies built for Gen Z and Millennial audiences. With experience spanning Snapchat, Reddit, Facebook and Google, he brings a deep understanding of how today’s learners discover, evaluate, and choose their next step.

    At InsightsEDU 2026, Alex will break down why traditional enrollment marketing no longer works—and what it takes to earn trust in a world where Gen Z is curating their own narratives. Joined by EducationDynamics’ Senior Social Media Strategist, Jennifer Ravey, he’ll explore how to design a content ecosystem that creates belonging, builds confidence and inspires advocacy from first touch to final decision..

    Session: From Awareness to Advocacy: Designing a Full-Funnel Strategy for Gen Z Engagement

    Chris Marpo

    Head of Education Partnerships at Reddit
    As Head of Education Partnerships at Reddit, Chris leads the charge in building high-impact collaborations with higher ed institutions and agencies. At InsightsEDU 2026, he’ll share how Reddit’s unique communities—and the behaviors driving them—are reshaping the way universities reach and influence the Modern Learner.

    Drawing on his experience helping scale advertising businesses at LinkedIn, Pinterest and Quora, Chris brings a sharp understanding of the digital landscape and what truly resonates with today’s audiences. Attendees can expect actionable insights on how institutions can meet prospective students where they are and stay relevant in an era of rapid change.

    Session: From Keywords to Conversations: Winning Student Mindshare in the Age of AI Search

    Kevin Halle


    VP of Enrollment at Wayne State College
    With more than a decade of experience leading undergraduate, transfer, graduate, and financial aid teams, Kevin brings a deep understanding of how to build enrollment pipelines that serve diverse learner groups.

    At InsightsEDU, he’ll unpack what it takes to break down the silos separating traditional, graduate and adult learner strategies and how institutions can create one unified approach that works for all students.

    Session: Unifying Your Enrollment: Building a Cohesive Strategy for the Modern Learner

    Katie Tomlinson

    Katie Tomlinson

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

    Session: Opening Session: From Framework to Action

    Matt Loonam

    Lead Enterprise Account Executive, Education at LinkedIn
    With 20 years in digital media across programmatic, video, mobile and social, Matt has spent the last six years helping colleges and universities strengthen their brands and drive enrollment with more precise, student-centric outreach. At InsightsEDU, he will share how LinkedIn’s rich audience signals can help institutions reach career-focused prospects who are closer to a decision, while building the kind of trust that moves students to choose their school.

    Session: How to Win High Intent Students on LinkedIn

    Leila Ertel

    Vice President of Marketing at Rocky Mountain College of Art + Design
    As Vice President of Marketing at Rocky Mountain College of Art + Design, Leila brings a bold, data-informed approach that helps more students uncover their creative potential and pursue rewarding careers. Attend her InsightsEDU session to see how your institution’s website can move from overlooked asset to true engine of enrollment growth.

    Session: The Evolution of Website Marketing

    The voices shaping InsightsEDU continue to grow. Check out the full speaker lineup and new additions on our speakers page. 

    Be In the Room Where Higher Ed Resets 

    InsightsEDU is where presidents, marketers and enrollment leaders pressure test old assumptions and build new playbooks around the Modern Learner. Over three days you’ll connect with peers who are aligning brand and enrollment, experimenting with AI and digital and proving that you don’t have to choose between revenue and reputation to achieve institutional success.  

    Don’t watch the next era of higher education happen from the sidelines. Get a front-row seat. Register for InsightsEDU 2026 today. 

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  • InsightsEDU 2026: The Sessions Higher Ed Can’t Afford to Ignore  

    InsightsEDU 2026: The Sessions Higher Ed Can’t Afford to Ignore  

    Higher ed is no longer inching towards change; it’s being forced to confront it. Demographic shifts, economic pressures and the rise of AI have exposed the cracks in legacy systems. The old playbook isn’t just outdated—it’s a liability. Institutions that cling to it risk irrelevance. 

    InsightsEDU 2026, happening February 17-19, 2026 at the Westin Fort Lauderdale, arrives with clear purpose: help higher ed leaders move faster, think bigger and build adaptive strategies that meet the moment. 

    This year’s theme, The Future Unbound, is a call to action. It invites leaders to challenge assumptions, dismantle silos and make bold decisions that drive real transformation. 

    In service of that mission, we’ve curated a speaker lineup and session program built around reinvention, student-centered innovation and the levers of growth that will define the next era. 

    Here’s your first look at the voices and ideas shaping InsightsEDU 2026. 

    Explore the Sessions Reinventing Higher Ed’s Playbook 

    The Great Reinvention 

    A candid fireside conversation with university presidents who are leading from the front. Expect bold perspectives on what higher ed must dismantle, redesign and accelerate to stay relevant in a rapidly shifting landscape. 

    Opening Session: The Modern Learner Intel 

    Get exclusive first-look access to EducationDynamics’ 2026 research on today’s Modern Learners—what they value, how they make decisions and why flexibility, career outcomes and undeniable ROI now drive every enrollment decision. 

    The AI-Powered Marketer: Evolving Your Approach for the ChatGPT Era 

    EducationDynamics’ Vice President of Marketing reveals how AI is rewriting the rules of search, content and digital engagement—and what marketers must do now to stay ahead. Learn how to unify search, social and storytelling into a single, high-performing strategy that meets today’s learners on their terms and moves them from first click to enrollment.  

    Aligning for Impact: Credentialing That Connects Campuses, Students & Employers  

    See how one institution built stackable, employer-aligned credentials that meet workforce demand and create clear career pathways, plus practical strategies any campus can use to deepen employer partnerships and market high-value programs. 

    AI for All Learners: Integrating AI Across Career Pathways 

    Learn how institutions are integrating AI across disciplines through accessible, scalable curriculum design. Attendees will leave with a sample syllabus, implementation roadmap and lessons learned from bringing AI education to diverse learners, including high-barrier communities. 

    Leading After Rapid Transformation: Culture, Clarity, and “What’s Next” in Higher Ed Marketing 

    Leaders from University of Cincinnati Online reflect on how to move forward after organizational transformation, discussing how they rebuilt culture, aligned teams and kept momentum amid ongoing change. Expect honest insights on sustaining creativity, clarity and trust in a world where transformation never stops. 

    Unifying Your Enrollment: Building a Cohesive Strategy for the Modern Learner 

    This session brings together university leaders and EducationDynamics enrollment experts to unpack how to break down silos and build a unified enrollment strategy that strengthens your brand, improves outcomes and meets the diverse needs of today’s Modern Learner. 

    InsightsEDU 2026 brings together changemakers from across the sector—each session designed to spark new thinking, foster connection and fuel collective reinvention. Explore the full, evolving agenda here.  

    Meet the Speakers Disrupting the Status Quo  

    From enrollment innovators to digital trailblazers, this year’s speakers are united by one goal: help institutions evolve faster than the market around them. Here’s a preview of who’s taking the stage. 

    Gregory Clayton

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

    Session: Opening Session,The Modern Learner Intel

    Amanda Serafin

    Associate Vice President of Enrollment at Indiana Wesleyan University 
    With more than twenty years in higher education enrollment, Amanda serves as the Associate Vice President of Enrollment at Indiana Wesleyan University, where she leads strategic initiatives and a high-performing team supporting IWU’s National & Global programs.

    At InsightsEDU, Amanda joins EducationDynamics’ Vice President of Enrollment Management Consulting to unpack three years of competitive research—revealing what secret shopping uncovered about competitor strategies, the depth and quality of student nurturing across the market and how IWU leveraged those insights to strengthen enrollment outcomes.

    Session: Mystery Shopping 2.0

    Alex Minot

    Client Partner Lead at Snapchat
    As Client Partner Lead at Snapchat, Alex helps higher ed institutions and nonprofits modernize their marketing through full-funnel strategies built for Gen Z and Millennial audiences. With experience spanning Snapchat, Reddit, Facebook and Google, he brings a deep understanding of how today’s learners discover, evaluate, and choose their next step.

    At InsightsEDU 2026, Alex will break down why traditional enrollment marketing no longer works—and what it takes to earn trust in a world where Gen Z is curating their own narratives. Joined by EducationDynamics’ Senior Social Media Strategist, Jennifer Ravey, he’ll explore how to design a content ecosystem that creates belonging, builds confidence and inspires advocacy from first touch to final decision..

    Session: From Awareness to Advocacy: Designing a Full-Funnel Strategy for Gen Z Engagement

    Chris Marpo

    Head of Education Partnerships at Reddit
    As Head of Education Partnerships at Reddit, Chris leads the charge in building high-impact collaborations with higher ed institutions and agencies. At InsightsEDU 2026, he’ll share how Reddit’s unique communities—and the behaviors driving them—are reshaping the way universities reach and influence the Modern Learner.

    Drawing on his experience helping scale advertising businesses at LinkedIn, Pinterest and Quora, Chris brings a sharp understanding of the digital landscape and what truly resonates with today’s audiences. Attendees can expect actionable insights on how institutions can meet prospective students where they are and stay relevant in an era of rapid change.

    Session: From Keywords to Conversations: Winning Student Mindshare in the Age of AI Search

    Kevin Halle


    VP of Enrollment at Wayne State College
    With more than a decade of experience leading undergraduate, transfer, graduate, and financial aid teams, Kevin brings a deep understanding of how to build enrollment pipelines that serve diverse learner groups.

    At InsightsEDU, he’ll unpack what it takes to break down the silos separating traditional, graduate and adult learner strategies and how institutions can create one unified approach that works for all students.

    Session: Unifying Your Enrollment: Building a Cohesive Strategy for the Modern Learner

    Katie Tomlinson

    Katie Tomlinson

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

    Session:  Opening Session, The Modern Learner Intel

    The voices shaping InsightsEDU continue to grow. Check out the full speaker lineup and new additions on our Speakers page. 

    This Isn’t Just a Conference. It’s a Catalyst. 

    Higher ed doesn’t need just another conference. It needs transformation. 

    InsightsEDU 2026 is where bold leaders confront what’s broken, challenge what’s outdated and build what’s next. If you’re ready to lead the future of higher education, this is your moment. 

    Join us in Fort Lauderdale and help rewrite the playbook for what comes next. 

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  • Why PR May Be One of Higher Ed’s Most Urgent Strategies Right Now 

    Why PR May Be One of Higher Ed’s Most Urgent Strategies Right Now 

    Trust in colleges and universities is slipping. Public narratives about higher education are being shaped without institutional input. At the same time, search behaviors that marketing teams have spent years refining are being rapidly overtaken by artificial intelligence and that shift is fundamentally altering how visibility is earned and maintained. If institutions do not begin treating public relations as a strategic imperative they risk being left out of the conversations that define relevance. 

    The urgency becomes clearer when we look at the data. According to our 2026 Landscape of Higher Education Report, 74% of Americans in 2010 believed college was “very important” to success. By 2025, that number has dropped to just 35%, as shown in Gallup’s latest trend data. Meanwhile, the percentage of people saying college is “not too important” has increased fivefold. These are not isolated shifts in public opinion. They are broad signals that confidence in higher education is diminishing and with it, the sector’s influence in shaping the future workforce and civic landscape. The reality that this is not business as usual, but what comes next, is becoming harder for leadership teams to ignore. 

    Despite this, many institutions continue to rely on messaging frameworks and digital strategies that were designed for a web environment that no longer exists. 

    AI Is Rewriting the Rules Quietly and Quickly 

    Search behavior is evolving at a pace that is difficult to match and artificial intelligence is now redefining what visibility looks like. EducationDynamics’ Q3 2025 data shows that nearly 43% of all Google searches end without a click. In other words, users are getting their answers directly from AI-generated summaries, often without ever reaching an institution’s website. 

    That change does not diminish the importance of websites or blog content, but it does alter how they function. Pages that were once primary destinations are now source material feeding large language models and search algorithms. The value of that content is not in clicks alone, but in its ability to influence what AI tools surface in response to user questions. 

    The AI Visibility Pyramid featured in our 2026 Landscape of Higher Education Report illustrates how visibility is earned in this new environment. At its foundation is owned content, which includes blogs, faculty profiles, explainer articles and program pages. These assets contribute essential signals that shape how AI systems understand and rank institutional authority. However, they are not sufficient on their own. They must be elevated and validated through external sources to carry meaningful weight in this ecosystem. 

    Owned content becomes most effective when it is distributed and linked through credible channels. Media coverage, thought leadership placements and backlinks from high-authority outlets all play a critical role in reinforcing an institution’s visibility and shaping its reputation in the broader information landscape. What matters most is not just what institutions say about themselves, but where and how those messages are repeated, cited and trusted. 

    For leaders building their broader growth roadmap, the dynamics of AI, trust and visibility align directly with the strategies outlined in The 2026 Growth Strategy Higher Ed Needs Right Now and in the 2026 Higher Education Digital Marketing Trends and Predictions. 

    We Cannot Let the Work Go Unseen 

    The transformational work happening within higher education is substantial, but it is often not reaching the audiences who need to see it most. Whether it is a first-generation student securing a high-impact internship, a research partnership influencing policy or faculty-led innovation with industry implications, these stories are powerful proof points of institutional value. Yet too often, they remain confined within internal channels or are overlooked altogether. 

    Public relations plays an essential role in ensuring this work does not go unseen. Visibility must be actively cultivated, not assumed. Trust is built not only through consistent messaging, but through third-party validation that reinforces an institution’s credibility and relevance. As AI becomes the first layer of search for many users, the presence of credible, external proof will determine whether institutions are even included in the digital conversation. 

    The absence of that visibility has consequences. When institutions are not showing up in external media, not being cited in trusted sources and not contributing to narratives beyond their own platforms, they become harder to discover and easier to overlook. That decline in visibility often coincides with declines in public trust, prospective student interest and donor engagement. Reversing those trends begins with being present and recognized in the places that matter most. 

    For many colleges and universities, that also means grounding PR strategy in data from resources like the EducationDynamics’ Marketing and Enrollment Management Benchmarks, which tracks how visibility, demand and student behavior are shifting across the sector. 

    Public Relations Is Not a Press Release Function 

    In many institutions, public relations remains anchored to a traditional calendar of announcements tied to internal milestones. Press releases about new buildings, faculty honors, strategic plans and major gifts continue to dominate the output. While these updates have their place, they rarely break through the broader noise or shift the public narrative in a meaningful way. The same structural constraints that can keep marketing from leading, as we describe in Marketing Can’t Lead If Shackled by Structure, often limit what PR is allowed to be. 

    Today, public relations must function as a core strategic asset, not a service center. Its value lies in its ability to translate institutional mission and outcomes into public narratives that are credible, compelling and consistent with the institution’s brand. These stories should not be reactive, nor should they be generic. They should be aligned with the brand pillars that define what the institution stands for and where it is headed. 

    Institutions that claim leadership in areas like social mobility, research innovation or workforce readiness must make those claims evident through the stories they place and the voices they elevate. It is not enough to state the promise. It must be demonstrated through ongoing, credible engagement that reflects those themes in national and regional conversations. 

    This is where owned content and earned media intersect. Blogs, faculty profiles and campus features continue to matter, but they must be intentionally positioned and supported through media outreach and content distribution that expand their reach. 

    According to Muck Rack’s 2025 Generative Pulse report, more than 95% of the sources cited by generative AI tools are unpaid. Of those, 27% are journalistic, with the most frequently cited outlets including Reuters, NPR, the Associated Press, The New York Times and Bloomberg. These platforms are not pulling directly from institutional press centers. They are reflecting content that has been validated, shared and linked widely across trusted networks. 

    For institutions that want to shape public perception, these are the environments where visibility must be earned. That means placing stories where they will be seen, cited and shared. It also means ensuring that those stories reflect the strategic priorities and differentiators that define the institution’s place in a competitive market. 

    Leaders do not have to guess where to begin. EducationDynamics’ market research solutions and consulting services are built to help institutions translate insight into narrative strategy, then connect that strategy to measurable revenue and reputation outcomes. 

    Public relations is no longer optional. It is an infrastructure investment in how institutions are discovered, described and believed. It builds the signals that matter most to both human audiences and machine-driven systems. It is not enough to have a good story. It must be findable, credible and aligned with the identity the institution wants to project. 

    What Leadership Should Do Now 

    For presidents, CMOs and enrollment leaders, treating PR as infrastructure starts with a few concrete moves: 

    • Audit your external visibility 
      Compare how you are described on your own channels with how you show up in search results, media coverage and AI summaries. Identify the gaps between the story you tell and the story the market sees. 
    • Align PR with brand and enrollment goals 
      Build PR around a small set of institutional themes, such as social mobility, research impact or workforce readiness, that reinforce your brand and support priority programs. Measure success in terms of visibility, inquiry growth and reputation, not just clips. 
    • Prioritize a short list of voices and proof points 
      Elevate a consistent bench of leaders, faculty and partners who can speak to your themes with credibility. Match their stories to concrete outcomes, such as student trajectories, employer partnerships or policy influence. 
    • Resource PR to lead, not just respond 
      Shift PR from a press release calendar to a proactive pipeline of narratives aimed at the outlets, conversations and audiences that matter most. Integrate that work with marketing, enrollment and crisis leadership, as we emphasize in Leadership Matters During Crisis. 

    These steps move PR from a communications activity to a strategic system that shapes how your institution is discovered and believed. 

    Leadership Cannot Afford to Miss This Moment 

    The question is no longer whether an institution is doing meaningful work. It is whether that work is being seen, cited and valued in the right places. Institutions that fail to show up in earned media, in search results and in national conversations are not simply underexposed. They are at risk of becoming irrelevant, not because they have failed to deliver, but because they have failed to be discovered. 

    The stakes of that visibility gap increase during times of disruption. The same is true for the sector’s own story. EducationDynamics’ In the News presence and Insights hub illustrate how consistent, strategic visibility can reinforce a clear point of view and a challenger mindset in the market.  

    This is not a short-term communications problem. It is a long-term visibility challenge. For colleges and universities that want to remain vital to the communities they serve, public relations may be one of the most urgent and strategic tools available right now. When PR is aligned with full-funnel marketing services, enrollment strategy and market intelligence, it becomes a force multiplier for both revenue and reputation. 

    Discover how we help institutions proactively shape their narrative in an AI-driven world. Contact the PR experts at EducationDynamics for a personalized discussion. 

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  • The 2026 Growth Strategy Higher Ed Needs Right Now

    The 2026 Growth Strategy Higher Ed Needs Right Now

    Why Playing It Safe Is the Riskiest Strategy 

    The convergence of changing demographics, economic volatility and the relentless disruption of AI presents every leader with a stark choice: drive transformative growth or manage a legacy of decline. The choice is yours.

    The era of steady traditional enrollment is over. Beginning in 2026, most institutions will confront a lasting decline in their core undergraduate market. At the same time, public faith in higher education’s value is weakening, leaving institutions to rebuild trust through proof, not promises.

    Findings from EducationDynamics’ 2026 Landscape of Higher Education Report highlight a critical truth: volatility is the new normal and transformation is no longer optional.

    Growth in this new era demands more than adaptation—it demands reinvention. Institutions must lead with strategy, act with urgency and build around the Modern Learner. Because in a market defined by disruption, there are only two paths forward: reinvent or risk irrelevance.

    Key Takeaway #1: An Unstable Economic and Employment Landscape 

    Economic volatility is rising as job creation slows, and uncertainty spreads. The workforce is growing more cautious than ambitious, and in this climate, the traditional promise of a college degree is under siege.

    College graduates still enjoy higher employment rates, yet public faith in that value is eroding. The perception gap is widening, and institutions can no longer rely on reputation alone to carry their story.

    This is the moment to lead with proof, not platitude.

    Institutions must demonstrate return on investment with clarity and consistency. Publish outcomes data. Showcase alumni success. Connect every program to real career mobility. This isn’t just about convincing students, it’s about rebuilding trust across the entire ecosystem of alumni, employers, policymakers and the public.

    In today’s economy, outcomes are the new currency of reputation. The institutions that clearly and consistently prove their value will be the ones that grow.

    Key Takeaway #2: A Radically Transformed Enrollment Environment 

    Institutions now operate in a fundamentally different enrollment landscape. The long-anticipated demographic cliff is no longer a future threat; it’s here. The 2025 cycle marked the high-water mark for traditional-aged undergraduates. From 2026 on, institutions will face a sustained and irreversible decline in their core market. 

    But this doesn’t have to be a crisis. It’s an opportunity to pivot and capture where growth has moved. The new lifeblood of higher education lies in: 

    • Adult learners seeking rapid reskilling in a volatile economy 
    • Dual-enrollment students accelerating their path to a degree 
    • “Some college, no credential” learners returning to finish what they started 

    The lines between traditional and nontraditional students have disappeared. These aren’t separate segments—they’re one unified audience shaping the future of higher education.

    Leaders who continue to operate with outdated distinctions risk designing strategies for a market that no longer exists. Modern Learners value cost, convenience and career outcomes—and they expect institutions to deliver all three.

    This is the moment to retire the old playbook, embrace a new mindset and build for the learner who’s already redefining what comes next.

    Key Takeaway #3: AI Is an Unmistakable Force with Far-Reaching Implications 

    AI is accelerating change across every dimension of higher education, from how institutions engage to how graduates build careers. 

    While the technology itself isn’t new, its rapid integration is rewriting the rules. AI has fractured the traditional recruitment funnel. Modern Learners use AI-powered tools to search, compare and evaluate options before they reach an institution’s website. The student journey is now self-directed, hyper-personalized and constantly evolving, demanding that marketing and enrollment teams adapt in real time. 

    But AI’s impact extends far beyond recruitment. Its growing influence in the workforce is forcing institutions to rethink their academic mission. Institutions that lead will design education for the AI era by combining technical fluency with human-centered skills such as creativity, critical thinking and ethics. 

    Key Takeaway #4: AI Is an Unmistakable Force with Far-Reaching Implications 

    Incrementalism is now the greatest risk. In an age of constant disruption, small adjustments and siloed strategies hinder growth. The institutions that succeed will lead with clarity, agility and a unified vision centered on the Modern Learner. 

    Sustained growth demands leadership that acts decisively across three dimensions: 

    1. Align program portfolios with high-growth sectors. Move beyond tradition-bound curriculums. Invest in programs that meet labor-market demand and retire those that no longer serve a clear purpose. 
    2. Unify brand and enrollment strategies. The boundaries between undergraduate, graduate and online student populations are disappearing. Institutions must speak with one voice and focus on the three factors that drive every learner’s decision: cost, convenience and career outcomes. 
    3. Lead the conversation on value and outcomes. Public trust cannot be rebuilt through messaging alone. It must be earned through transparency, data and measurable results.

    This is the moment that will define the next decade of higher education. The difference between survival and sustainable growth hinges on decisive, informed action. Leaders must either seize this moment to shape the future or watch their institutions be defined by it. 

    From Insight to Action: Ten Strategic Imperatives for Sustainable Growth 

    The era of incremental adjustment is over. Conviction is now the currency of leadership. This moment demands bold leadership and a decisive strategy that converts disruption into a roadmap for measurable growth. 

    The EducationDynamics’ 2026 Landscape of Higher Education Report delivers that roadmap. Our Ten Strategic Imperatives are pragmatic, research-driven levers designed to help your institution build resilience and sustainable momentum for 2026 and beyond. 

    Imperative #1: Prove Outcomes. Protect Reputation.  

    Publish transparent results and illustrate career alignment to help students understand program value. 

    Imperative #2: Market ROI Relentlessly. 

    Lead with affordability and clearly communicate a projected and proven return on investment. 

    Imperative #3: Capture the Dual Enrollment Surge.   

    Build structured high school-to-degree pipelines. 

    Imperative #4: Own the Adult Learner Market.

    Offer flexible, online and stackable options with the support working learners need to balance their multiple priorities. 

    Imperative #5: Prioritize Accessibility through the Three C’s.  

    Deliver education that meets learners on cost, convenience and career outcomes. 

    Imperative #6: Lead in Responsible AI Adoption.  

    Optimize marketing for AI discoverability and AI powered platforms, while Integrating AI into advising, engagement and instruction. 

    Imperative #7: Reinvent Vulnerable Disciplines.  

    Reframe liberal arts around adaptability and skills attainment. 

    Imperative #8: Re-engage the Stopped-Out Majority. 

    Convert the 43 million with some college, no credentials into completers through credit recovery, tailored pathways and adult-first design. 

    Imperative #9: Stack Credentials into Careers.  

    Link short-term certificates to degree pathways. 

    imperative #10: Advocate for Policy Stability. 

    Simplify aid communication and push for predictable funding. 

    Together, these imperatives form a blueprint for how higher education can evolve from reactive adaptation to proactive growth. 

    Transform Disruption into Growth

    The time for caution has passed. Those who hesitate or fail to act with purpose will fall behind in a marketplace that does not wait. 

    At EducationDynamics, we partner with colleges and universities prepared to lead this transformation—those who understand that meeting the Modern Learner where they are is not just an enrollment strategy but the new mission of higher education. 

    For deeper insights and actionable strategies, download the full 2026 Landscape of Higher Education Report and learn how your institution can stay ahead of the curve. 

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  • Key Performance Indicators that Matter in 2026

    Key Performance Indicators that Matter in 2026

    Securing steady enrollment growth and keeping students happily on board are top priorities in higher education. But how do you ensure you’re truly meeting student needs and demands? It’s all about measuring performance effectively. Gone are the days of navigating blindly through raw data; Key Performance Indicators (KPIs) are the laser-focused measures that cut through the noise, providing clear direction and a true sense of what’s working. It’s time to harness the power of data to steer your institution toward success.

    Key Performance Areas

    So, where do you start?

    Determining your institution’s unique strategic goals is the first step. Once you know your target destination, KPIs become the navigation tools that guide you there. Look beyond generic metrics and choose a balanced set of KPIs across six performance areas:

    AI Readiness

    AI Readiness is the next-generation key area that proves you’re building a university that is smarter, more efficient and more responsive than anything the old systems could produce. If AI isn’t a core part of your institution’s DNA, you’re not just falling behind, you’re becoming obsolete. This isn’t about having a chatbot on your admissions page. It’s about a complete institutional transformation.

    You can’t manage what you don’t measure. Here are the metrics that will expose whether your institution has truly embraced the future.

    • AI density: Percentage of keywords that are ranking in AI overviews.
    • Engagement metrics from AI chatbots such as engaged sessions and views.
    • AI-Driven Workflow Automation Rate: Percentage of key administrative processes (e.g., admissions review, financial aid queries) that are fully or partially automated by AI.
    • AI-Informed Decision-Making Rate: Percentage of high-level strategic decisions made based on predictive analytics and AI models.
    • Student Support AI Integration: The percentage of student inquiries (e.g., in financial aid, advising or registrar services) handled by AI-powered tools.
    • Personalized Learning Platform Adoption: The percentage of courses or students utilizing AI-powered platforms to tailor educational content and pace.

    Enrollment and Student Retention Metrics

    Strong enrollment and retention lead to higher graduation rates, reduced revenue loss and an improved institutional reputation. Driving college or university enrollment and retention involves pinpointing relevant Persistence, Progression, Retention and Completion (PPRC) metrics, gathering data from all angles (think systems, surveys, records) and using those insights to craft action plans.

    These numbers aren’t just about growth. They are a measure of your institution’s ability to engage and keep students in a hyper-competitive market.

    We delve deeper into this area by tracking:

    • Enrollment rate: Percentage of applicants who accept and enroll in the program.
    • Retention rate: Percentage of students who continue their studies from one semester/year to the next.
    • Time-to-degree completion: Average time it takes students to graduate.
    • Student satisfaction: Overall satisfaction with the educational experience, measured through surveys or feedback.
    • Application start rate: Percentage of people who begin an application.
    • Application completed rate: Percentage of people who finish and submit an application.
    • New student start rates: Percentage of accepted students who actually begin their studies.

    Financial and Operational Performance

    A healthy financial and operational performance ensures sustainability, resource optimization, and the ability to reinvest in student success. We monitor:

    • Cost per student: Average cost of educating each student.
    • Tuition revenue: Income generated from student tuition fees.
    • Fundraising and philanthropic support: Donations and grants received to support the institution.
    • Return on investment: Measurable benefit in relation to resources invested.
    • Operational cost savings: Reductions in operational expenses without compromising quality.
    Infographic presenting key performance indicators (KPIs) for financial and operational performance of an educational institution. KPIs include: cost per student, tuition revenue, fundraising and philanthropic support, return on investment, and operational cost savings.

    Student Engagement and Learning Outcomes

    High student engagement and successful learning outcomes translate to greater student satisfaction, improved graduate employability and a boost to your institution’s reputation. Track the following key performance indicators:

    • Online engagement metrics: Measures of student interaction and participation in online learning platforms.
    • Participation in extracurricular activities: Level of student involvement in non-academic activities.
    • Career readiness outcomes: Success of graduates in securing employment and achieving career goals.
    • Course completion rates: Percentage of students who successfully complete each course.
    • Student-faculty ratios: Number of students assigned to each faculty member.
    • Graduation rates: Percentage of students graduating within the expected or predefined timeframe.
    • Alumni Engagement: Level of engagement and involvement of graduates with the institution.
    Infographic showcasing KPIs related to student engagement, learning outcomes, and alumni involvement. KPIs include: online engagement metrics , participation in extracurricular activities, career readiness outcomes, course completion rates, student-faculty ratios, graduation rates, and alumni engagement.

    Diversity, Equity and Inclusion

    Fostering a diverse and inclusive environment promotes equity in student success, attracts a wider talent pool, and strengthens your community. We assess:

    • Student body demographics: Representation of different ethnicities, genders, socioeconomic backgrounds, etc. in the student population.
    • Faculty diversity: Representation of different groups among faculty members.
    • Graduation rates for underrepresented groups: Success rates of students from minority or disadvantaged backgrounds.
    • Climate surveys: Assessments of the campus environment in terms of inclusivity and belonging.
    • DEI program participations: Number of students, faculty, and staff engaging in diversity, equity, and inclusion initiatives.
    • Cultural competency training for staff: Efforts to equip staff with knowledge and skills to support a diverse student body.
    Infographic displaying Diversity, Equity, and Inclusion (DEI) KPIs relevant to colleges and universities. KPIs include: student body demographics (e.g., race, ethnicity, gender), faculty diversity (representation of diverse identities), graduation rates for underrepresented groups, climate surveys (assessing inclusivity and belonging), DEI program participation (engagement in diversity initiatives), and cultural competency training for staff (developing understanding and skills to interact respectfully with diverse groups).

    Brand Key Performance Indicators for Reputation and Marketing Effectiveness

    Effective marketing strategies to increase student enrollment play a key role in establishing a strong brand reputation and contributing to a positive public image.
    We monitor these key performance indicators:

    • Website traffic: Number of visitors to the institution’s website.
    • Social media engagement: Likes, shares, comments, and other interactions on social media platforms.
    • Brand awareness: Recognition and familiarity with the institution by the target audience.
    • Brand sentiment analysis: Understanding public perception and opinion of the institution.
    • Lead generation: Number of potential students identified through marketing efforts.
    • Conversion rate: Percentage of leads who actually enroll in the program.
    • Student referral rates: Number of new students enrolled through recommendations from current or former students.
    • Cost per acquisition: Average cost of acquiring a new student through marketing campaigns.
    Infographic showcasing KPIs for brand reputation and marketing effectiveness of colleges and universities. KPIs include: website traffic (number of visitors), social media engagement (likes, shares, comments), brand awareness (recognition and familiarity), brand sentiment analysis (public perception), lead generation (potential student identification), conversion rate (leads enrolled), student referral rates (new students from recommendations), and cost per acquisition (average marketing cost per new student).

    Implementing KPIs for Success

    You’ve chosen your key performance indicators (KPIs). But hold up, don’t get lost in a sea of data just yet. We must translate those fancy metrics into real action.

    First things first, let’s talk SMART goals. Ditch the vague aspirations and define clear, measurable objectives. Instead of “improve student satisfaction,” aim for “increase student satisfaction score by 5% within the next semester.” See how much more focused and actionable that is?

    Data is your fuel, but dashboards are your engine. Imagine analyzing spreadsheets manually – cumbersome, right? Data visualization tools and dashboards are your secret weapons for making sense of all that information. They reveal trends, highlight areas for improvement and showcase your progress in a clear, digestible way.

    Collaboration is key. Don’t work in silos! Involve different departments – admissions, finance, academics, marketing – everyone who plays a role in achieving your goals. Share your KPIs, gather their insights and work together to track progress and make informed decisions. Remember, a data-driven culture thrives on shared ownership and collective action.

    Remember, adaptability is your superpower. The higher education landscape is dynamic, so your KPIs should be too. Review and update them based on new priorities, data-driven insights and feedback regularly. Be flexible, be responsive and embrace continuous improvement as your guiding principle.

    The Future is Not an Improvement. It’s a Revolution.

    Your competitors—the legacy players—are selling you on a slightly better version of the past. More data, a slightly cleaner CRM, a new consulting strategy. But what if the problem isn’t a lack of optimization but a fundamental design flaw?

    The next generation of enrollment demands a completely new approach built on intelligence, not just data.

    • From “Sticker Shock” to Financial Clarity
      You can’t afford to lose students to sticker price anxiety. The future is about radical transparency. It’s about a clear, simple financial aid process that tells a student their true cost of attendance from day one. No surprises. No opaque spreadsheets. Just clarity.
    • From Data Overload to Predictive Intelligence:
      Stop drowning in data. The future is about leveraging AI and predictive analytics to identify the students most likely to enroll and graduate. It’s about understanding their unique needs before they even ask and delivering a hyper-personalized experience that feels like it was designed just for them.
    • From Siloed Chaos to a Seamless Student Journey:
      Overthrow the departmental silos. The future of enrollment is an all-in-one platform that connects every stage of the student journey—from initial search to application, financial aid and enrollment. It’s one portal, one point of contact, one seamless experience.

    Stop Tinkering. Start Transforming.

    You have a choice. You can keep doing what you’ve always done, hoping a better website or a new consulting firm will solve a systemic problem. Or you can admit the old way of doing things is broken and choose to fundamentally transform your approach.

    Your KPIs aren’t just a measure of your progress; they are proof that the traditional system is failing. It’s time to stop measuring the problem and start building the solution.

    Ready to dismantle the old way and build the next generation of enrollment? Partner with EDDY to identify crucial KPIs, develop effective strategies to increase student enrollment, and track progress toward sustainable growth. Together, we can turn your data into a powerful force for positive change and empower your institution to reach its full potential.

    Take the first step today! Contact EDDY to learn how we can help you leverage the power of KPIs and achieve your strategic goals.

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  • 2026 Higher Education Digital Marketing Trends and Predictions

    2026 Higher Education Digital Marketing Trends and Predictions

    Hushed conversations about the budget, a shrinking applicant pool and that dreaded enrollment cliff are no longer whispers. The numbers are in and they tell a story you know all too well: the old way of doing things isn’t working any more.

    The traditional models are failing to keep pace with a new generation of students and a rapidly evolving job market. We’ve moved beyond the “enrollment cliff” as a future threat; it’s a present reality that is forcing institutions to fundamentally rethink their approach to marketing and enrollment.

    The old playbook of generic campaigns and static brochures is obsolete. In 2026, the game is no longer about reaching the most students but about connecting with the right students in the most authentic way possible. This new landscape is defined by data, driven by Artificial Intelligence (AI) and built on a foundation of radical transparency. It’s a world where the institutions that survive will be those willing to break away from the establishment and challenge the status quo.

    Explore the 2026 trends and predictions that are shaking up digital marketing for education industry, what it means for the next generation of enrollment and how institutions can position themselves to thrive in a new era of higher education.

    Shift to GEO/AEO and “Search Everywhere Optimization”

    With the rise of social search and AI Overviews, traditional Search Engine Optimization (SEO) is becoming insufficient. The new paradigm is “Search Everywhere Optimization.” This includes GEO (Generative Engine Optimization) to ensure your institution is favorably mentioned in AI-generated answers and AEO (Answer Engine Optimization) to appear in direct answers in AI Overviews as well as on platforms like TikTok, Reddit, Quora and voice assistants. By 2026, success will not be measured by a #1 ranking on a Google page, but by being the embedded answer wherever a student asks a question. 

    Conversational AI as the 24/7 Admissions Counselor

    AI is already strongly embedded in advertising platforms to capture student interest, but the next frontier is how institutions leverage AI in lead nurturing and admissions. As shown in EducationDynamics’ latest Engaging the Modern Learner Report, 60% of students use AI chatbots for college research, a significant jump from 49% just a year ago.  This will move beyond simple chatbots into sophisticated conversational AI that manages entire nurturing funnels, providing instant, personalized answers to complex questions about financial aid, credit transfers and program specifics via SMS and web chat. These AI assistants will be able to schedule campus tours, triage inquiries to the correct human counselor and provide 24/7 support, dramatically improving the prospective student experience and freeing up admissions teams to focus on high-intent, high-value interactions.

    Authentic Storytelling 

    Authentic user generated content will be a vital part of a brand’s storytelling as more students turn to social channels and short form video to research and validate individual brands. Brands will increasingly leverage content creators’ sphere of influence, leveraging short-form video to tell showcase their brand story.  This creates a massive opportunity for institutions to leverage user-generated content and partner with student-creators who can showcase the real, unpolished and relatable brand story. Think a “Day in the Life” series on TikTok or a student ambassador Q&A on Instagram Live—these genuine interactions build trust and connection in a way a static brochure never could.

    AI for Personalization

    AI picks up on individual user preferences and can serve ad creative that they are more likely to engage with due to better relevance. AI will use existing ad assets (images, videos, headlines, descriptions, etc.)  and landing page experiences to create unique and personalized ads. Landing page personalization will also emerge in 2026 as a way to increase relevance and conversion rate optimization. To be successful, advertisers need to provide a wide variety of existing assets and have a strong landing page experience. For example, if a prospective student has previously browsed your computer science program page, an AI-powered ad could then automatically show them a video testimonial from a current computer science student, rather than a generic campus tour video.

    Rise of Social for Search

    Over the past couple of years, we’ve seen students turning to social for search, we will continue to see this pattern and expect it to increase. Unlike a traditional search engine that provides a list of links, social platforms offer an immersive experience. Students can search for a university’s name and instantly see “day in the life” videos, unscripted dorm tours and Q&A sessions with real students. This content feels more genuine and trustworthy than a polished university-produced video. For them, a hashtag search is less about finding a fact and more about getting a feel for a school’s culture. Having an organic and paid presence on social channels will be vital for brands to be present where their audience is searching. 

    More Ads in AIOs/AI Mode

    To date, there have been very few instances of EDU ads within AI Overviews or AI Mode, but in 2026, we expect this to change dramatically. Google is actively integrating ads directly into its AI-generated summaries and institutions need to be prepared to take advantage of this new frontier for digital advertising for higher education.

    This shift is about more than just a new ad placement; it represents a fundamental change in how advertisers reach prospective students. Instead of relying solely on keywords, digital advertising for universities in AI Overviews are triggered by the full conversational context of a user’s query. This means an ad for your nursing program could appear not just on a search for “nursing school near me,” but also on a more exploratory query like “what are the best career paths in healthcare?” that generates an AI Overview response.

    To secure a presence in these valuable new placements, institutions will need to embrace Google’s AI-powered ad solutions. These include:

    • Broad Match:
      This uses Google’s AI to match your ads to a much wider range of relevant searches, including long-tail and conversational queries that are common in AI Overviews.
    • Performance Max:
      This campaign type leverages automation to find high-value conversions across all of Google’s channels, including Search, Display, YouTube and, increasingly, AI Overviews.
    • AI Max for Search (Beta):
      The newest iteration of Google’s AI-powered ad solutions, AI Max for Search is designed specifically to enhance creative relevance and expand reach within AI-driven search experiences.

    As AI-generated results take up more screen space, being present in these ad placements is crucial. This is a chance to get your brand in front of students at a new moment of discovery, where they are actively seeking complex, nuanced information. Shifting to these AI-powered tools is the key to ensuring your institution remains visible and competitive.

    First-Party Data is the Ultimate KPI

    As audience targeting and keywords continue to get broader, across paid search and paid social, properly training AI to find and optimize to the right user will be crucial to a campaign’s success. The best signal institutions can provide is through their own data. Institutions will need to prioritize regularly importing their 1st party data to fuel their audiences and bidding strategies. Bidding to outcomes will drive quality and as a result CPCs as a KPI will decrease in importance, especially as CPCs continue to increase. Instead, the focus should remain on the cost per outcome, such as cost per application and cost per enroll. Focusing on and optimizing to these ultimate KPIs will bypass front-end noise, ensure quality and prioritize outcomes that more closely correlate to business goals.

    Ready to Break Free From the Old Playbook in the Higher Education Industry?

    The time for waiting is over. The institutions that will survive and thrive in this new era are those that abandon the outdated playbooks of the past and embrace a new, data-driven and authentic approach to enrollment.

    This is not a time for incremental change. It’s a time for bold, strategic action. By leveraging AI for personalization and operational efficiency, embracing authentic storytelling and prioritizing first-party data, you can build a recruitment strategy that not only attracts the right students but also proves the enduring value of your institution.

    Ready to transform your enrollment strategy and secure your institution’s future? EducationDynamics is the only partner with the expertise, technology and end-to-end solutions to help you not just adapt, but thrive. Contact us today to future-proof your institution.

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  • How Marketers are Winning With AI-Powered Search

    How Marketers are Winning With AI-Powered Search

    Search Has Changed. Has Your Strategy?

    Paid search marketing has always played a central role in how students find and engage with colleges and universities. But how students search and what they expect from the experience has fundamentally changed. Today’s Modern Learners are digital-first and highly discerning, which raises the stakes for any higher education marketing strategy, especially when it comes to search visibility. Modern Learners are not just typing in keywords; they’re asking complex questions and increasingly expect fast, relevant answers that feel tailored to their individual goals.

    In this new reality, search is no longer just a tool; it is your institution’s reputational front door. For many students, the first impression comes from your search presence—whether your institution appears at all, and what shows up when it does. This moment shapes how they perceive your brand and can influence their decision to engage further.

    With advancements such as Google’s AI Overview and AI Mode, the line between paid and organic results is disappearing. These features pull from multiple sources to deliver a single, curated response designed to satisfy intent rather than merely match keywords. This means your search strategy can no longer operate in silos. Paid and organic efforts must work in tandem, and both need to be structured around how students actually search, not how institutions are used to marketing.

    Yet, many institutions still rely on legacy paid search strategies that are fragmented and overly focused on isolated keywords. These outdated tactics often miss the nuance of modern search behavior, leading to underperformance and missed opportunities.

    This is especially critical during a time when marketing budgets are under pressure and visibility is harder to earn. To remain competitive, higher ed marketers need to reimagine paid search not as a list of bid terms or ad placements, but as a strategic channel that influences both enrollment outcomes and institutional reputation. What’s at stake isn’t just performance. It’s how your brand is perceived in the channels that matter most.

    Intent Is the New Currency of Paid Search 

    Paid search has long been valued for its ability to deliver results quickly and cost-effectively. But in today’s environment, true efficiency means more than just driving volume through simply targeting the right keywords. Today, successful campaigns are built around understanding and aligning with the why behind a student’s search, not just the what.

    That’s where intent becomes essential. Intent reveals what a prospective student is trying to accomplish, what stage of the decision process they’re in and what they expect from their educational experiences. With today’s AI-powered platforms, marketers can now interpret and respond to this intent with greater precision than ever before.

    Modern tools like Performance Max—Google’s fully automated, goal-based ad campaign—and Broad Match—its flexible keyword matching option—draw from a range of real-time signals like device type, browsing behavior, location, and time of day. These platforms use that context to determine not just who to reach, but how and when to deliver the most relevant message.

    This shift is especially important when engaging adult and online learners. These prospective students often search in short, focused bursts across devices and platforms. Intent-based targeting helps ensure your message appears at the right moment, when a prospective student is most open to taking the next step.

    The benefit goes beyond smarter targeting. Institutions that embrace intent-based strategies often see improved efficiency, stronger lead quality and a higher return on investment. More importantly, they’re creating a search experience that meets students where they are.

    For higher education marketers, this requires a mindset shift. Paid search is no longer about chasing keywords or building lengthy lists of terms. It’s about reading behavior, responding with context and building relevance. Those who adapt to this new model will be better positioned to influence outcomes and build lasting brand reputations.

    Why Over-Segmentation Hurts AI Performance 

    Aligning with student intent requires more than new tools—it requires rethinking how campaigns are structured. That’s where over-segmentation becomes a critical barrier. Not long ago, higher education marketing professionals found success by keeping campaigns tightly focused. You’d build detailed audience segments, carefully tailor your messaging and control every aspect of targeting. It worked well in a time when more control often meant better results.

    That playbook doesn’t hold up in today’s AI-driven paid media environment. In fact, over segmentation actively holds your campaigns back.

    AI performs best when it’s given space to learn and optimize. It needs strong signals, such as first-party data, clear conversion goals and smart bidding strategies, to work effectively. Overly narrow targeting and rigid parameters create inefficiencies and limit performance.

    That’s why marketers should focus less on segmentation and more on supplying clear, meaningful data that helps AI reach the right students and drive outcomes like increased inquiries and stronger application intent. 

    At the same time, student journeys have changed. Modern Learners aren’t moving through the funnel in linear paths. Ther research process is fast-paced and shaped by real-life pressures like work schedules, finances and family responsibilities.  

    Prospective students don’t just want more content—they want information that’s relevant to their needs and arrives when it matters most. Modern paid media strategies must move beyond simple demographics to focus on behaviors, intent and how students search. 

    Transforming Strategy Into Results

    As search evolves, so too must the role of the higher ed marketer. In today’s AI-driven landscape, students are exploring their options in more nuanced ways. To keep pace, marketing strategies must shift from keyword-first thinking to approaches that prioritize context, content and the student journey. Here’s how forward-thinking teams are putting that into action:

    Smarter, Simpler Campaign Structures for Effective Paid Search Strategy

    AI works best when it has strong signals to learn from. That means it’s often more effective to group campaigns by intent rather than breaking them up by individual programs or markets. For example, grouping similar programs together can help your budget go further by focusing on where there’s actual search demand, even if it means less control over specific program-level results.

    Content That Works Harder

    When you’re working in a keywordless environment, your content does the targeting. Search platforms rely on your landing pages, headlines and descriptions to understand what you offer and who you want to reach. That’s why clear, relevant content is critical.  The schools seeing the best results are the ones creating content that aligns with what students are actually searching for. 

    Making the Most of First-Party Data 

    Performance Max campaigns are especially powerful when they’re fueled by high-quality first-party data. Feeding in enrollment signals, audience segments and behavioral insights allows AI to deliver more personalized outreach across platforms. This enhances reach and efficiency without compromising targeting precision.

    Scaling with AI Max and Broad Match 

    New tools like AI Max are opening doors to even more automation. AI Max combines broad match, keywordless targeting and AI-generated creative to help schools reach students in AI-driven placements. Paired with the right paid search strategy, Broad Match helps your content appear in the natural, conversational queries students actually use. 

    Aligning Paid and Organic Strategies  

    The strongest higher education marketing strategies bring paid search marketing and organic search marketing under one roof. When teams align on landing pages, keywords and messaging, both channels amplify each other—driving more qualified traffic, improving conversions and boosting visibility across search results. This gives AI clearer context and helps create a smoother experience for students. 

    Continuous Testing and Learning 

    AI doesn’t mean putting things on autopilot. The best results come when marketers stay involved—testing creative, improving landing pages and updating their audience signals. All of that helps the AI learn and get better over time. 

    When campaigns are built around clear intent and fueled by rich data and relevant content, AI moves beyond automation—it becomes a strategic partner. This empowers institutions to reach the right students with precision, reduce wasted spend and create meaningful connections that drive enrollment success. 

    Harness AI to Amplify Your Team’s Impact 

    AI isn’t here to replace your marketing team. Instead, it helps them work smarter and focus on what really matters. AI tools take care of the routine tasks like adjusting bids, testing creative and targeting audiences in real time. This gives your marketers more time to concentrate on strategy, keeping your brand consistent, understanding student journeys and improving conversions.

    This partnership between marketers and AI is the future of higher ed marketing. Adapting your strategy to today’s search landscape helps strengthen both your enrollment pipeline and your brand foundation.

    At EducationDynamics, we think differently about AI’s potential to power higher education marketing teams by combining creativity, data-driven insight and technology to drive meaningful growth.

    This is more than just a new way to run campaigns. It’s a shift toward meeting students more effectively—aligning enrollment and brand goals in a way that builds trust, boosts visibility and drives lasting success.

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