New research from UPCEA and Collegis Education reveals a growing misalignment between how institutions approach retention and what adult learners actually need to succeed. While many institutions are investing in retention, strategies still over-rely on structured oversight and under-deliver on the flexibility, visibility, and autonomy adult online learners say they need most.
The Retention Disconnect: What Adult Learners Need and What Institutions Miss Wednesday, February 11 1:00 pm ET / 12:00 pm CT
Join Dr. Tracy Chapman, Chief Academic Officer at Collegis Education, and Emily West, Senior Market Research Analyst at UPCEA, as they break down key findings from the national survey and explore how institutions can realign support strategies to improve outcomes, protect revenue, and meet adult learners where they are.
Expert Speakers
Dr. Tracy Chapman
Chief Academic Officer
Collegis Education
Emily West
Senior Market Research Analyst
UPCEA
What you’ll learn:
Why nearly half of institutional leaders can’t report their online retention rate — and why that matters
The disconnect between staff-led interventions and student-preferred tools like dashboards and self-service
How to shift from compliance-based models to empowerment-driven support
The importance of segmentation based on life stage, not just demographics
Three strategic shifts institutions can act on now
Who should attend:
This session is ideal for higher ed leaders focused on student success, enrollment, and retention strategy, including:
Academic leadership (CAOs, provosts)
Enrollment and student affairs leaders
Online and adult learner program managers
Institutional researchers and data strategists
IT decision-makers
Presidents, CFOs, and strategic planning teams
If you’re working to improve outcomes for adult online learners or reduce attrition, this webinar is for you.
Complete the form on the top right to reserve your spot. We look forward to seeing you on Wednesday,February 11.
Our mission is to enable impact in higher education. We help our partners achieve more, deliver superior experiences, and drive impact across the entire student lifecycle by leveraging and aligning data, technology, and talent.
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.
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.
In today’s highly competitive education landscape, schools at every level, from K–12 academies to public universities, must embrace modern, digital-first marketing strategies to attract and retain students. The era of relying solely on word-of-mouth or physical brochures is long gone. Today’s families and prospective students are browsing school websites, scrolling through social media, and watching virtual campus tours before they fill out an inquiry form or attend an open house.
To stay relevant and competitive in 2025 and beyond, schools need to meet their audiences where they are: online. That means showing up with targeted, compelling content and a clearly articulated value proposition. This is especially true for private and independent institutions, where high tuition fees and rising parental expectations demand a more persuasive, proactive approach to enrollment marketing.
So, how can your school stand out in an increasingly crowded space?
In this article, we break down 10 of the most effective marketing strategies for schools, with a strong emphasis on digital tactics. From strengthening your web presence to leveraging alumni stories and optimizing for SEO, these proven approaches help build awareness, trust, and engagement. Each strategy includes real-world examples from schools and colleges around the world to inspire your next campaign.
Whether you’re marketing a small language institute or a large university, these strategies are adaptable to your goals and designed to drive results.
Struggling with enrollment and retention?
Our innovative marketing strategies can help you generate more leads.
1. Understand Your Audience and Craft Your Message
A strong school marketing strategy begins with clarity: who exactly are you trying to reach, and what do they need to hear from you? Whether you’re a K–12 school or a higher ed institution, knowing your audience inside and out is essential. That means digging deeper than just age or location. Consider their priorities, concerns, motivations, and communication preferences.
Creating audience personas helps bring these insights to life. Is your ideal family looking for academic rigor, a supportive community, or flexible scheduling? Are your prospective students career changers seeking fast-track credentials, or teens drawn to innovation and student life? When you define who you’re speaking to, you can tailor your messaging to resonate and avoid generic outreach that falls flat.
Your next step is to articulate your school’s unique value proposition. What makes you different? Highlight that core message consistently across all channels. For some schools, it might be small class sizes and a nurturing environment. For others, it could be career outcomes, cutting-edge labs, or global learning opportunities.
Finally, data can deepen your understanding of your audience. Track behavior, segment leads, and personalize your outreach accordingly. The more relevant your message, the more likely it is to convert.
Example:Oregon State University (OSU). OSU’s enrollment team uses a CRM (Slate) to segment prospective students by factors like academic interests, intended majors, and geographic location. This lets OSU deliver tailored messages to each audience segment. For example, sharing engineering content with STEM-interested prospects or inviting nearby students to local events. By defining clear audience personas and emphasizing OSU’s unique offerings (like its “Beaver Nation” community and research opportunities) in communications, OSU ensures its outreach resonates more and converts better than one-size-fits-all marketing.
In a nutshell, how do you create a marketing strategy for a school? A strong school marketing strategy starts by defining your goals and audience, then clarifying your unique value proposition. Choose the right channels: website, SEO, social media, email, events, etc., all while keeping messaging consistent. Implement your plan, track performance with analytics, and adjust as needed to improve enrollment results.
2. Turn Your Website into a Top-Performing Recruiter
Your school’s website is more than just a digital brochure. It’s your hardest-working recruiter, available 24/7. In most cases, it’s the first real impression you make on prospective students and their families. If it’s outdated, hard to navigate, or slow to load, visitors may bounce before they ever reach your inquiry form. On the other hand, a fast, intuitive, and compelling site can drive real results: inquiries, campus visit bookings, and applications.
To make your website enrollment-friendly, focus on these key areas:
Navigation and user experience: Make it easy for visitors to find what matters most: admissions, tuition, programs, and deadlines, within one or two clicks. Prioritize clarity and mobile optimization, since the majority of users now browse on their phones.
Engaging content: Use vibrant photos, student stories, and program highlights to showcase your school’s personality and value. Don’t just state facts; tell stories that build emotional connection.
Clear CTAs: Every page should lead users to the next step, whether it’s “Book a Tour” or “Start Your Application.” Make buttons visible, and forms short and intuitive.
SEO and visibility: Build search-friendly content using keywords like “STEM high school Toronto” or “MBA in Montreal.” This boosts your visibility when families search online.
Example:South Seattle College. This college launched a fully redesigned, mobile-responsive website to serve as a “24/7 digital front door” for prospective students. The new site features simplified navigation (with intuitive menus and audience-specific landing pages), fast load times, and engaging content like student stories and virtual tour videos. Key information: admissions steps, programs, costs etc., is now accessible within one or two clicks. After the revamp, South Seattle College saw improved user engagement and more inquiries, validating that an optimized website can effectively guide visitors from interest to application.
3. Meet Students Where They Scroll: Social Media Engagement
If you’re wondering how to effectively reach today’s students, social media is your answer. Teenagers, young adults, and even their parents spend hours every day scrolling through platforms like Instagram, TikTok, Facebook, YouTube, and LinkedIn. That’s why a modern marketing strategy for schools must go beyond occasional polished posts. It also requires consistent, authentic, and engaging content that brings your school community to life online.
Social media allows prospective students to virtually experience your school before they set foot on campus. They can witness student life, explore your values, and interact with your team through comments and DMs. It’s a space where schools can showcase achievements, run virtual events, answer questions, and create lasting impressions, all within the platforms students already use. Social media engagement fosters emotional connection, builds trust, and nudges prospective students closer to applying.
Here are some proven tactics to strengthen your social media presence:
Student Takeovers: Give students the reins of your Instagram or TikTok for a day to showcase a “real life” perspective of your campus.
Interactive Campaigns: Launch challenges, quizzes, or hashtag contests to generate user content and boost engagement.
Alumni & Academic Outcomes: Share stories of success to inspire and build credibility with prospective students and their families.
Paid Targeted Ads: Reach niche audiences with specific messaging using Facebook, YouTube, or TikTok ad campaigns.
Responsive Community Management: Monitor comments and messages daily. Prompt, friendly responses go a long way in reinforcing your school’s reputation.
Above all, be authentic. Today’s students crave realness. A spontaneous student dorm tour recorded on a phone often outperforms a high-production video. Showcasing your campus culture in a way that’s natural and not overly scripted can drive stronger connections and higher conversions.
Example:Randolph-Macon Academy (R-MA). This college-prep boarding school brings campus life directly to student prospects through interactive social media campaigns. On Instagram, R-MA runs “Takeover Tuesday” events where a student cadet literally “takes over” the school’s Story for the day, posting candid glimpses of classes, dorm life, and activities. This unfiltered, student-eye view generates high engagement from peers. R-MA also leverages LinkedIn to celebrate outcomes with a recent post that 100% of its senior class earned college acceptances and over $15 million in scholarships. By showcasing real student experiences and achievements on the platforms teens (and their parents) already use, R-MA humanizes its brand and builds trust.
4. Bring Your Campus to Their Couch: Virtual Tours and Online Events
For many families, a campus visit is a pivotal moment in the school decision process. It’s their chance to imagine themselves in your hallways, dorms, and classrooms. But not every prospective student can visit in person, whether due to distance, cost, or scheduling. This is where virtual tours and online events come into play, offering an immersive, flexible way to connect with your audience.
Virtual campus tours can now offer interactive 360° experiences that let students “walk” the grounds from their laptop or phone. These tours help build familiarity and emotional connection, especially for international or out-of-state students who might otherwise never see your campus. To boost engagement, add clickable info points, video testimonials, or even voiceover guides.
Online events like virtual open houses or themed webinars allow families to meet admissions teams, ask questions, and hear directly from current students, all from home. They not only replicate key elements of in-person experiences but also allow for on-demand access after the event.
Example:Eastern New Mexico University (ENMU). ENMU launched an upgraded 360° virtual tour that lets prospective students explore the campus from anywhere in the world. This immersive tour includes interactive 360° views of key locations (from dorms to labs), pop-up info points with photos/videos of traditions, and even student-narrated segments sharing personal stories. A voiceover guide leads viewers through the experience, making it feel like an actual guided tour. ENMU’s chancellor noted the virtual tour “makes a potential student feel like they are on campus” and has become invaluable for out-of-state and international recruits. The tour’s engaging features (clickable videos, student testimonials embedded at certain stops) have driven higher web engagement and helped ENMU widen its reach beyond those able to visit in person.
5. Let Video Tell Your Story: Content Marketing That Connects
There’s a reason platforms like YouTube, Instagram Reels, and TikTok dominate attention spans. Video provides an immersive, emotional, and memorable experience. For schools trying to reach prospective students and families, video marketing is one of the most powerful tools available. Whether it’s showcasing campus energy, highlighting academic strengths, or sharing personal student journeys, video content brings your story to life in a way text and photos simply can’t.
To make the most of this format, consider these video types:
Campus Tour Highlights: Condense your full tour into a 2–3 minute walkthrough with student narration. Post it on your homepage and YouTube channel for first-time visitors.
Student Testimonials and Success Stories: Capture authentic, unscripted interviews with students or alumni. These peer voices create trust and make your school’s impact tangible.
Faculty and Program Spotlights: Let your passionate educators shine. A quick feature on a robotics project or an art studio session can attract students with similar interests.
Event Recaps: Turn school events into fast-paced highlight reels for Instagram and Facebook. It shows your community is vibrant and active.
Explainer Videos: Break down complex topics, like admissions or financial aid, into short, helpful animations or on-camera guides.
Authenticity beats polish. Videos filmed on smartphones by students or “vlog ambassadors” can feel more relatable than professional productions. Consistent content, especially when optimized with keywords on YouTube, also improves discoverability in search.
Example: Academy of Applied Pharmaceutical Sciences (AAPS, Canada). AAPS relies heavily on short-form video content to showcase student life and outcomes viscerally. The college regularly produces “Student Success Story” videos – for example, a 2-minute clip of an alum describing how AAPS training led to their new career in clinical research. It also shares behind-the-scenes footage of lab sessions and student projects on its YouTube channel and Instagram. These authentic clips (often featuring actual students and instructors) put a human face on AAPS’s programs and build credibility.
In short, video marketing allows your school to connect emotionally and visually with prospective students, meeting them where they already spend time. If you want to advertise in a way that engages and inspires, video is essential.
6. Be There 24/7 with Smart Chatbots and Live Chat
Imagine a student browsing your website at midnight, wondering, “Does this college offer scholarships for international students?” If no one’s there to answer, that potential lead might bounce and never return. This is where chatbots and live chat tools step in, transforming your website into a 24/7 support hub.
Modern AI-powered chatbots go far beyond basic FAQ responses. They’re now capable of delivering personalized answers based on user input, guiding visitors to the right pages, and capturing lead information in real time. In fact, some bots can handle up to 80% of standard inquiries, freeing your admissions team to focus on complex cases or high-touch prospects.
Schools use chatbots to address questions about tuition, program options, campus life, deadlines, and more. Better still, if a query goes beyond the bot’s programming, it can prompt a human follow-up, keeping the conversation going instead of losing the lead.
Live chat is another powerful layer. Having staff available during business hours to chat in real time, whether on your site or via Messenger, feels like having a front-desk greeter online. Quick answers build trust and reduce friction in the inquiry process.
Example:Arlington Central School District (New York). This K–12 district rolled out an AI virtual assistant named “AlwaysOn – Admiral Al” across all its school websites to ensure families can get information anytime. The friendly chatbot (branded with the high school’s mascot) offers 24/7 multilingual support, answering common questions about programs, enrollment procedures, event schedules, and more in English or Spanish. If the question is too specific, “Admiral Al” even lets the user submit an email query right within the chat, guaranteeing a human follow-up by the next business day. The district implemented this tool to improve customer service for busy parents and saw immediate benefits – families could instantly find out, say, how to register a new student or the date of graduation, without calling the office.
To make your chatbot successful, keep it friendly and transparent (let users know it’s a virtual assistant), program it with up-to-date FAQs, and offer a handoff to a real person when needed. For international recruitment, consider a multilingual bot to expand your global accessibility.
Ultimately, integrating chatbot and live chat tools into your school’s marketing strategy ensures you never miss a lead because of timing. Today’s students expect immediate answers. With the right tools, your school can be ready.
7. Leverage Testimonials and Reviews (Let Your Community Do the Talking)
Word-of-mouth has long been a trusted marketing strategy for schools, and in today’s digital world, it has taken on new forms, testimonials, reviews, and social proof. These are powerful tools that lend credibility to your school’s messaging by showing that real families and students have had positive experiences.
Start by gathering testimonials from students and parents. A few genuine quotes or short videos can build trust quickly. Display these across your website, especially on admissions pages and brochures. A heartfelt statement like, “After enrolling here, my daughter blossomed academically and socially,” resonates more than polished ad copy.
In parallel, encourage online reviews on platforms like Google or Facebook. Higher ratings improve visibility and ease prospective families’ doubts. Politely prompt current families to share feedback after positive experiences, such as school events or parent meetings.
Social media also plays a role. Repost authentic student or alumni praise, and consider launching hashtags to gather testimonials organically.
Example:Discovery Community College (Canada). This career college amplifies positive word-of-mouth by actively sharing student reviews on social media. For example, Discovery CC monitors its Google Reviews, and when a 5-star review comes in, the marketing team creates an Instagram post thanking the student by name and highlighting their feedback. One such post reads: “Thank you for your wonderful Google review, Jessi! We’re glad you had an amazing experience training to be a health care assistant!” – accompanied by a screenshot of the review. By publicly celebrating real student voices, the college not only boosts morale but also provides authentic social proof to prospective students scrolling by.
Letting your community advocate for you builds trust faster than any ad campaign, and it costs nothing.
8. Nurture Leads with Email Marketing and Personal Touches
What is the best marketing for independent schools? Independent schools succeed with targeted, budget-friendly inbound marketing. The best approach is a strong online presence: a content-rich, search-optimized website, active social media that highlights student life, and helpful emails or blogs that build trust. These tactics attract the right families and strengthen community engagement.
Once an inquiry is made, the follow-up becomes mission-critical. One of the most effective marketing strategies for schools includes consistent, personalized nurturing, especially through email and SMS.
Email remains a powerful tool when tailored. Instead of generic blasts, use segmentation to send relevant content. For instance, a prospect interested in Nursing should receive a series featuring faculty profiles, student success in healthcare, and clinical placement details. Someone focused on Athletics? Highlight sports facilities, team achievements, and balancing academics with sports.
Drip campaigns work best: Day 1, a welcome email; Day 3, value-focused content; Day 7, a testimonial or event invite. Marketing automation tools like HubSpot or Mailchimp make this scalable and adaptive based on user behavior.
Complement email with timely SMS reminders for events or deadlines. Use sparingly for impact.
Finally, add a personal touch. A call or handwritten note after a campus visit or audition can leave a lasting impression. These gestures build trust and demonstrate care, key ingredients in a family’s final decision. Effective nurturing turns interest into action and inquiries into enrollments.
Example:University of South Carolina (USC). USC’s admissions team adds a decidedly personal touch to lead nurturing by picking up the phone to congratulate admitted students. These informal chats help admitted students feel valued and give them a chance to voice any concerns. USC also involves faculty and current students in the follow-up process; for instance, an admitted engineering major might get an email or call from an engineering professor or student ambassador.
9. Host Events (On-Campus and Virtual) That Educate and Inspire
Hosting well-crafted events is one of the most effective ways to turn interest into enrollment. On-campus events like open houses and shadow days allow families to experience your community firsthand. Keep them interactive, offer student-led tours, informal chats with faculty, and performances to showcase school spirit. These real-world interactions make your school more memorable.
Virtual events also carry weight, especially for international or out-of-town prospects. Live webinars, themed Q&A panels, and online workshops let families connect from anywhere. Consider sessions like “How to Write a Great Application Essay” or alumni panels sharing career outcomes.
Each event is also a content opportunity. Record webinars, collect quotes, and share visuals across your channels. Personalized follow-ups (“Thanks for attending, here’s what’s next”) help nurture those leads further.
Example:University of North Texas (UNT). UNT offers an array of admissions events designed to welcome and inform prospective students, including both in-person programs and online sessions. One flagship initiative is the UNT Admissions Webinar Series – live virtual information sessions “designed just for students who haven’t applied yet.” These free webinars walk attendees through what makes UNT unique, tips on the application process, and key deadlines, all from the comfort of home. Admissions counselors appear on camera to answer questions in real time, so participants leave with personalized info and confidence about next steps. For those who can visit campus, UNT also hosts large open-house events like “UNT Preview,” a conference-style open day with academic fairs, tours, and even an on-site Application Station where students can apply and get the fee waived.
10. Showcase Outcomes and Alumni Success (Paint the Long-Term Picture)
When families invest in an education, whether paying private tuition or college fees, they want proof that it leads to success. That’s why one of the most compelling marketing strategies for schools is to showcase outcomes. You’re not just selling a school experience; you’re selling what it makes possible.
For K–12 and college-prep institutions, highlight metrics like college acceptance rates and scholarship totals. Randolph-Macon Academy (R-MA), for example, proudly advertises a 100% college acceptance rate and over $15 million in scholarship offers for its 2025 graduates. That kind of evidence quickly signals ROI to prospective families.
Example:Randolph-Macon Academy (R-MA). R-MA prominently advertises its student outcomes to give families confidence in the long-term ROI of its program. For example, the academy proudly announced that 100% of its Class of 2025 earned college acceptances, collectively securing over $15 million in scholarships and 18 appointments to prestigious U.S. Service Academies. This kind of outcome data is highlighted on R-MA’s website and social media, signaling to prospective parents that an R-MA education leads to tangible success. The school also regularly publishes lists of colleges and universities its graduates attend (Ivies, top public universities, military academies, etc.), and shares alumni spotlights – like profiles of graduates who have become pilots, doctors, or entrepreneurs. By showcasing these results, R-MA helps future students (and their parents) visualize their own potential trajectory and trust that the tuition investment will pay off in opportunities.
Vocational or language schools should spotlight relevant results: job placement rates, certifications earned, or skill development gains.
Don’t just rely on stats. Share alumni stories that reflect diverse paths: scientists, entrepreneurs, activists, artists. Feature them on your blog or social channels, and invite them to participate in webinars or info sessions.
On your website, dedicate a section to “Success After Graduation,” including employer logos, testimonials, or infographics. And use social media to celebrate alumni news. These stories build credibility, trust, and vision, which help future students imagine their path through your school.
Turning Strategy into Enrollment Success
In today’s dynamic and competitive education landscape, schools can no longer rely on traditional tactics or word-of-mouth alone. To thrive, they need a strategic, student-centric marketing approach that speaks to modern families across digital platforms. The ten strategies outlined in this article, from optimizing your website and leveraging social media to showcasing alumni outcomes, offer a blueprint for schools to increase visibility, build trust, and convert interest into enrollment.
Whether you’re a K–12 academy, career college, language school, or university, the key is to meet prospective students where they are, communicate your unique value clearly, and guide them confidently through their decision-making journey. When implemented with authenticity and consistency, these strategies not only help fill seats, they strengthen your school’s brand and foster lasting relationships with students and families. In short, great marketing helps the right students find their right-fit school.
Struggling with enrollment and retention?
Our innovative marketing strategies can help you generate more leads.
Frequently Asked Questions
Question: How do you create a marketing strategy for a school?
Answer: A strong school marketing strategy starts by defining your goals and audience, then clarifying your unique value proposition. Choose the right channels: website, SEO, social media, email, events, etc., all while keeping messaging consistent. Implement your plan, track performance with analytics, and adjust as needed to improve enrollment results.
Question: What is the best marketing for independent schools?
Answer: Independent schools succeed with targeted, budget-friendly inbound marketing. The best approach is a strong online presence: a content-rich, search-optimized website, active social media that highlights student life, and helpful emails or blogs that build trust. These tactics attract the right families and strengthen community engagement.
This past week, presenting at the UPCEA MEMS conference in Boston, we explored a question that is becoming central to the future of higher education: What does it actually take to engage learners in lifelong learning with an institution?
In a moment of rising enrollment volatility, shifting global dynamics and accelerating technological change, this question cuts to the heart of what universities must become. For decades, higher education has centered its marketing and enrollment strategy around discrete, program-level recruitment pipelines: find prospective students, convert them into a program and repeat the cycle for the next cohort.
But today’s learners don’t behave in discrete cycles. Their lives aren’t structured around one big decision. They move fluidly across roles, industries and learning needs. They progress in fits and starts. They upskill to chase opportunity or reskill to navigate disruption. They return to learning not once, but many times over.
And that means universities have a unique opportunity—if they choose to seize it.
Rethinking Acquisition
Rather than thinking transactionally—acquiring each enrollment anew—we can build relationships that honor a simple premise: If we provide value consistently, learners will keep choosing us.
This is about rewriting the social contract. Not only with current students, but with alumni, midcareer professionals, online learners and the millions of individuals who may engage with us long before (or long after) a degree is on the table.
Gone are the days when it is sufficient for a university to promise that earning a college degree is all that is needed for a long, successful career. Today’s learners and our broader society demand more.
Instead, imagine a world where a learner begins with a short online experience or a noncredit course from an institution and immediately encounters a clear, welcoming pathway:
Try something, learn something, earn a credential, return to learn more; stack the credentials and pursue a degree; return again for what’s next in their career and life.
This is not an acquisition and retention strategy rooted in constraints. It is a relationship strategy rooted in community, trust and relevance.
Lifetime learning becomes a shared journey and not simply a recruitment goal.
Why Strategic Marketing Must Shift
Much of higher ed’s traditional marketing infrastructure was built for a different era—one where programs were stable, pipelines were predictable and learners followed linear paths. Budgets are owned by program leaders, who allocate a portion to marketing “their” program. Central marketing functions may provide brand guidelines and a few templates. Marketing happens in silos across the institution.
Challenges to this model today abound: from surging paid media costs and the rise of nontraditional learners to how AI is reshaping both labor markets and learner preferences. In this landscape, marketing single programs in isolation is not only inefficient—it’s misaligned with how learners actually behave.
The more effective and learner-centered approach is clear.
Market On-Ramps and Pathways, Not Just Destinations
Instead of funding dozens of disconnected campaigns across schools and units, universities can invest centrally in marketing strategic portfolios of programs, composed of not just degrees but noncredit courses, certificates and more. This aligns messaging, reduces duplication, supports brand coherence, expands reach and—most importantly—mirrors the way different learner segments make decisions.
People don’t all jump straight into an undergraduate degree or master’s program. They explore. They try something small and low-risk. They re-engage when life or work creates new urgency. They seek clarity, not complexity.
Portfolio-based marketing meets them where they are.
Building for Lifelong Value
At the University of Michigan, we have been reorganizing our approach to online learning and marketing through this lens. Michigan Online, stewarded by the Center for Academic Innovation, serves as our unified destination for online, noncredit and for-credit learning opportunities.
When a learner enters Michigan Online, our goal is not simply to direct them to a single offering; we welcome them into a coherent ecosystem.
Pathways That Make Progression Clear
We’ve aligned noncredit courses and certificates with for-credit opportunities, creating intentional pathways that help learners move from exploration to deeper engagement. When learners earn value early, the transition to degrees becomes more natural and more meaningful.
CRM and Automation as Relationship Infrastructure
We invested in CRM and marketing automation, bringing together noncredit and for-credit learner records into a single enterprise system. Just as importantly, we invested in the people and processes to use the tools well. This allows us to nurture learners over time, personalize recommendations, track cross-program engagement and create communications that feel relevant rather than transactional.
A Shared Experience, Not a Siloed One
By unifying messaging, branding and learner pathways, Michigan Online makes it easier for individuals to see themselves across programs, schools and stages of life. Instead of navigating institutional boundaries, they navigate opportunities.
Reduced Reliance on Expensive Paid Media
When the value is built into the learning itself—and when pathways clearly connect noncredit to for-credit—universities can rely less on costly late-funnel advertising. The relationship, not the ad spend, becomes the engine of enrollment.
The Future Belongs to Institutions That Build Relationships, Not Funnels
A lifetime-value approach to learners is not simply a marketing strategy. It is an institutional strategy. It asks universities to:
Design portfolios—not just degree programs
Welcome learners early—with value, not pressure
Create seamless transitions between credential types
Embrace personalization at scale
Invest in shared infrastructure instead of parallel campaigns
Build trust by offering meaningful learning at every stage
Learners are telling us, through their behavior and their choices, that the old model no longer fits. They want ecosystems, guidance and clarity. They still want courses and content but they also want coaching and community. They want to return again and again, not because they’re targeted—but because they’re well served.
The question for universities is not whether this shift is coming. It’s whether they will lead it. Leading means protecting a direct relationship with learners—so access, quality, privacy and long-term benefit remain anchored in educational values, not solely in market logic
We believe that if institutions embrace this more holistic, value-centered approach—one rooted in lifelong relationship-building—they will not only strengthen enrollment resilience. They will also deepen their impact, broaden their reach and fulfill the promise at the heart of higher education: to support learners not just once, but throughout their lives.
James DeVaney is associate vice provost for academic innovation and the founding executive director of the Center for Academic Innovation at the University of Michigan.
James Cleaver is chief marketing officer for the Center for Academic Innovation at the University of Michigan.
Carol Podschwadt is associate director of marketing for the Center for Academic Innovation at the University of Michigan.
Higher Ed Marketing Conferences Foster Connection and Innovation
The higher education marketing landscape continues to evolve at a rapid pace, driven by emerging technologies, shifting student expectations, and ever-changing digital platforms. For marketing professionals in the higher ed space, staying informed and inspired is more important than ever.
Attending higher ed marketing conferences like the ones below can help your institution’s marketing team stay ahead of the curve, while connecting with other professionals who are driving the future of education marketing.
1. SXSW EDU
The South by Southwest Education conference brings together professionals from all education categories to discuss industry trends ranging from technology to global collaboration. The higher education track explores developments impacting universities, community colleges, and nontraditional learning forums, and sessions on continuing education and convergence are also available.
When: March 9-12, 2026
Where: Austin, TX, at the Hilton Austin and other downtown locations
The Graduate Enrollment Management (GEM) Summit is tailored for professionals involved in graduate admissions and enrollment management. Hosted by NAGAP, The Association for Graduate Enrollment Management, the 2026 summit offers dynamic speakers and numerous educational sessions designed to provide new approaches and creative strategies across various topics in the higher education field. Attendees can also connect with fellow NAGAP members to share useful tips and exchange ideas.
When: April 8-11, 2026
Where: Baltimore, MD, at the Marriott Baltimore Waterfront
Hosted by GSV Summit and Bett/Hyve, in partnership with Arizona State University, the ASU+GSV Summit covers educational technology topics across all learning categories.
Archer Education will be attending this higher ed conference! Remember to stop by and say hello.
When: April 12-15, 2026
Where: San Diego, CA, at the Manchester Grand Hyatt
Hosted by the University Professional and Continuing Education Association (UPCEA), this conference focuses on professional and online education. It features engaging keynote speakers, high-energy concurrent sessions, and ample networking opportunities. The 2026 conference will address topics such as access, policy, diversity, quality, and technology.
Archer Education will be attending and exhibiting at this higher ed conference! Remember to stop by and say hello.
When: April 15-17, 2026
Where: New Orleans, LA, at the Hilton New Orleans Riverside
The Adobe Summit is one of the largest digital experience conferences, offering more than 250 sessions and hands-on labs across specialized tracks. Attendees can connect with other digital marketers and learn about cutting-edge digital marketing tools and trends.
When: April 19-22, 2026
Where: Las Vegas, NV, at The Venetian Convention and Expo Center, and online
The American Association of Collegiate Registrars and Admissions Officers (AACRAO) will hold its 111th annual meeting to advance higher education. This event offers opportunities for networking, discussing challenges in higher education, and collaborating on meaningful solutions.
When: April 19-22, 2026
Where: New Orleans, LA, at the Ernest N. Morial Convention Center
SMX Advanced is a premier conference designed for experienced search marketers seeking advanced search engine optimization (SEO) and search engine marketing (SEM) tactics. The 2026 event offers cutting-edge sessions, live Q&A, and networking opportunities with industry leaders.
When: June 3-5, 2026
Where: Boston, MA, at the Westin Boston Seaport District
The eduWeb Summit is a leading higher education conference focused on supporting marketing, enrollment, advancement, and digital teams from global colleges and universities. The 2026 Summit offers master classes, workshops, and speakers addressing current challenges faced by attendees. Topics covered include enrollment growth, analytics, and the student journey.
When: July 14-16, 2026
Where: Orlando, FL, at the Drury Plaza Hotel Orlando
10. UPCEA Summit for Online Leadership and Administration (SOLAR)
UPCEA’s Summit for Online Leadership and Administration (SOLAR) conference is designed to gather educational leaders, professionals, and innovators to discuss digital learning and higher learning strategy. Topics include governance, policy, compliance, technology, and growth.
Archer will be attending and exhibiting at this conference! Remember to stop by and say hello.
When: July 29-31, 2026
Where: Boston, MA, at the Westin Boston Seaport District
The Digital Collegium (formerly HighEdWeb) Annual Conference is tailored for higher education professionals interested in exploring the role of digital media within their organizations. The 2026 conference will feature diverse learning sessions, providing valuable professional development opportunities for developers, marketers, designers, and strategists.
VidCon is a premier convention where digital culture takes center stage, bringing together the world’s leading digital creators, platform innovators, and their fans. The event offers various tracks tailored for community members, creators, and industry professionals, providing insights into the latest trends in online video and digital content creation.
When: June 25-27, 2026
Where: Anaheim, CA, at the Anaheim Convention Center
The EDUCAUSE Annual Conference brings together industry professionals to network and discuss recent trends in higher ed technology. Participants can also engage in online sessions.
Archer will be attending and exhibiting at this conference! Remember to stop by and say hello.
When: September 29-October 2, 2026 (in person); October 14/15, 2026 (online)
Content Marketing World is the largest content marketing conference, offering sessions and workshops on content strategy, storytelling, and ROI. Attendees gain insights from industry leaders to enhance their content marketing efforts.
The National Association for College Admission Counseling (NACAC) Conference includes more than 100 sessions on topics relevant to admissions counseling professionals, such as best practices and market research.
Archer will be attending and exhibiting at this conference! Remember to stop by and say hello.
When: October 8-10, 2026
Where: Minneapolis, MN, at the Minneapolis Convention Center
WICHE Cooperative for Educational Technologies (WCET) is an extension of the Western Interstate Commission for Higher Education (WICHE). The WCET Annual Conference brings together higher education leaders and professionals to discuss educational technology and distance learning trends.
Archer will be attending this conference! Remember to stop by and say hello.
When: October 14-16, 2026
Where: Minneapolis, MN, at the Marriott Minneapolis City Center
17. AACRAO Conference for Strategic Enrollment Management
The AACRAO Conference on Strategic Enrollment Management (SEM) brings together enrollment teams from universities, community colleges, and other learning agencies to discuss issues including enrollment declines, knowledge gaps, and financial aid strategies.
Archer will be attending and exhibiting at this conference! Remember to stop by and say hello.
When: November 1-4, 2026
Where: Baltimore, MD, at the Marriott Baltimore Waterfront
Hosted by Georgia Tech, P3-EDU brings together higher education leaders to discuss topics ranging from public-private partnerships to government regulations.
Archer will be attending this conference! Remember to stop by and say hello.
When: November 2-4, 2026
Where: Atlanta, GA, at the Georgia Tech Hotel and Conference Center
19. AMA Symposium for the Marketing of Higher Education
The American Marketing Association (AMA) Symposium for the Marketing of Higher Education is a premier event dedicated to advancing the field of higher education marketing. The 2026 Symposium offers a peer-reviewed program designed to help marketers refine strategies, strengthen institutional reputations, and ensure long-term financial health. Attendees will have the opportunity to engage with peers, share insights, and learn from industry leaders.
Archer will be attending and exhibiting at this conference! Remember to stop by and say hello.
When: November 8-11, 2026
Where: Aurora, CO, at the Gaylord Rockies Resort and Convention Center
OLC Accelerate, presented by the Online Learning Consortium (OLC), is devoted to driving quality online learning, advancing best practice guidance, and accelerating innovation in learning for academic leaders, educators, administrators, digital learning professionals, and organizations around the world. Topics include blended learning, research, student engagement, and technology platforms.
The UPCEA Marketing, Enrollment Management, and Student Success (MEMS) Conference is the premier event for leaders and practitioners responsible for online and professional continuing education marketing and enrollment management. Attendees of the 2026 conference can expect engaging keynote speakers, insightful sessions, and ample networking opportunities.
Archer will be attending and exhibiting at this higher ed marketing conference! Remember to stop by and say hello.
When: November 30-December 2, 2026
Where: Orlando, FL, at Disney’s Coronado Springs Resort
Benefits of Attending Higher Education Marketing Conferences
While some of these higher ed marketing conferences may be costly to attend, the value each event provides can be worth every penny if they help you improve your strategies and performance.
Learning About Changes in Marketing for Higher Education
Higher education has seen drastic changes in the last few years, and it hasn’t been easy to keep up. Two examples are the shifts in the use of artificial intelligence and the different types of students seeking higher education. With new students and new expectations, higher ed professionals have a lot to digest and reimagine. Conferences provide an opportunity to get a wide variety of insights from an open group of people looking to learn, grow, and push the field forward.
Innovation and Optimization: Digital Marketing for Higher Education
To keep your finger on the pulse of higher ed marketing trends, you probably read newsletters and follow thought leaders on social media. But nothing compares to real-life communication and collaboration, especially when it comes to emerging technologies. Outside of the higher ed marketing realm, the digital world is also evolving at an intense speed. With new technology comes new strategies and vice versa. While these new ideas and ways of accomplishing them will eventually become widespread, conferences are where a lot of firsts and big reveals happen, giving attendees a competitive edge.
Networking With Higher Ed Marketing Peers
The key to playing a role in pushing the higher ed marketing field forward is connecting with others in the community. Having a set time and place to imagine the future of higher ed with professionals as passionate as you are is a privilege that leads to true collective growth. Some of the most important benefits of attending a higher education marketing conference are getting inspired by leaders, connecting with like-minded colleagues, and building what could be lifelong professional relationships. You never know when a professional connection will pay off, and these conferences are the perfect place to create them.
Let Us Know Which Higher Ed Marketing Conferences You’re Attending!
Archer Education partners with dozens of institutions to help them overcome enrollment challenges using tech-enabled, personalized enrollment marketing and management solutions. We encourage all of our clients to use higher education marketing conference opportunities to find ways to supplement their existing strategies. If you’ll be at any of the conferences Archer is attending, drop us a line and let’s schedule a time to chat!
Why Universities Need the Right Partnership Criteria
When a higher education institution outsources its enrollment, marketing, or student engagement efforts, the stakes are high. Missteps don’t just cost money — they cost time and, most critically, can hinder enrollment growth. Many universities make the mistake of selecting vendors that focus on chasing leads, rather than aligning with the school’s mission or long-term goals.
Without clear partnership criteria, even well-intentioned collaborations can falter. Misaligned university partnerships often lead to disjointed campaigns and wasted resources. What begins as a lead generation effort can evolve into dependency on a vendor that operates in isolation, without being guided by the institution’s strategy.
The right partner, by contrast, integrates seamlessly with the institution’s mission, aligns its services with the institution’s desired outcomes, and acts as a true extension of the institution.
The Risks of Choosing the Wrong Partner
The wrong partner can create more problems than it solves. Some vendors sell services focused solely on activities — ads placed, events hosted, emails sent — without tying its efforts to the institution’s overarching strategy. This approach often fails to generate real enrollment growth, causing internal teams to struggle with unqualified leads and retention challenges.
Another potential risk stems from failing to consider how a partner will mesh with the institution’s legacy systems. Universities invest heavily in their marketing resources, such as their customer relationship management (CRM) platforms and brand assets. A vendor that imposes its own tools without considering the university’s existing infrastructure can create costly redundancies.
Equally concerning are long-term, restrictive partnership contracts that lock an institution into dependency and limit its flexibility, leaving it at the mercy of a vendor whose priorities may clash with the institution’s broader objectives or evolving market conditions.
Strategic Alignment as the Core Test
The foundation of any successful university partnership is strategic alignment. True partners base the services they offer on the institution’s unique goals. They view marketing, admissions, and student success teams as interconnected — not completely separate entities.
Shared key performance indicators (KPIs) are a key component of this alignment. When both the institution and its partner commit to tracking metrics such as the conversion rate from inquiry to application, the yield rate from admission to enrollment, and the one-year retention rate, they create mutual accountability across every stage of the student journey.
Archer’s Growth Readiness Assessment offers a model for this type of collaboration. This tool helps an institution evaluate its readiness to scale its programs — whether they are in person or online — by evaluating the university’s internal capacity, identifying any potential hurdles, and aligning its in-house teams and external partners. Performing such an assessment early in the vendor selection process ensures the university partnership is built on a foundation of clarity and trust.
Procurement Criteria That Drive Success
When it comes time for an institution to formalize a partnership, focusing on transparency, flexibility, and accountability can make the difference between achieving sustainable growth and creating new operational challenges.
Institutions that emphasize these criteria are better positioned to form partnerships that deliver measurable results and long-term value.
Transparency in reporting and asset ownership is vital. An institution should establish whether it will retain full ownership of the assets created and determine how often performance reports will be shared. A transparent partner will make reporting accessible and collaborative, not proprietary.
Flexible contracts are another hallmark of a strong university partnership. The institution should have the freedom to pivot when markets shift or as its internal capacity grows. It should avoid rigid, long-term agreements that limit its control or create dependency.
Accountability across the student journey should be among the institution’s demands. The most effective partners understand that success extends beyond generating leads and inquiries. Contracts should define what accountability looks like from marketing through enrollment and retention, with clearly articulated performance standards for each stage.
Integrating With Legacy Systems
Integration is a crucial element of successful university partnerships. A capable partner doesn’t replace or disrupt the institution’s existing systems — it strengthens them.
When integration is done well, the partner respects the university’s existing data, assets, and workflows, leading to a more unified, seamless experience for both staff and students. When integration is done poorly, the results can be costly, creating redundancies, inefficiencies, and siloed teams.
Archer’s Onward student engagement platform demonstrates how thoughtful integration can amplify an institution’s capacity without disrupting its operations. Onward uses behavior-based triggers and personalized multichannel engagement efforts to guide students from inquiry through enrollment — working alongside admissions services and complementing the institution’s existing systems rather than supplanting them.
By respecting the institution’s infrastructure, this kind of partnership model helps the university scale its engagement strategies without losing its operational continuity.
10 Questions to Ask Before Choosing a Partner
Selecting the right partner for an institution requires more than comparing price points or promises of lead volume. The most beneficial partnerships are built on mutual accountability, transparency, and shared metrics for success. The right partner should have staff with extensive institutional knowledge and higher ed industry experience, enabling it to provide universities and colleges with the best tools to improve their operations and achieve growth.
Asking the right questions early helps ensure alignment and prevent costly missteps. Institutions can consider asking the following 10 questions when vetting potential partners:
How do you handle internal and external communications? Institutions need to know who their main points of contact will be, and how knowledge and strategies will be shared across teams.
What metrics do you use to measure success across the student journey? The ideal vendor should be able to provide full-funnel visibility and focus on metrics that truly drive enrollment growth.
How frequently will our teams review results together? Successful partnerships depend on transparency and regular communication.
What have you learned from working with other institutions, and how will that inform our partnership? Vendors should always be willing to adjust their services based on past wins and challenges. They should also have the right resources to serve all of their clients with equal urgency.
How will you collaborate with us to set enrollment goals and forecast program growth? Credible vendors rely on historical data to inform their projections, and take the time to carefully explore existing growth drivers.
How do you differentiate marketing strategies at the institutional level from those at the program level? Institutions can benefit from asking for examples that illustrate this distinction.
What can we expect from this partnership in the first 90 days? Vendors should be able to communicate clear timelines for processes, such as onboarding steps, reporting cadence, and performance metrics.
Will our institution own all assets, data, and creative from day one? Institutions should have ownership of any assets created and have a clear understanding of how they will be shared and managed.
Are there any additional fees we should be aware of? Items such as creative assets will need to be refreshed over time, so institutions need to understand what associated costs may arise.
What questions do you have for us? An ideal partner wants to understand the institution’s unique needs, strengths, and challenges. Using historical data, it can shape a data-driven strategy for the institution, including realistic marketing budgets and lead goals.
These questions establish a framework for transparency, accountability, and scalability — ensuring the partnership begins from a place of trust and aligned goals.
Key Takeaways
Effective university partnerships start with asking the right questions.
When your institution prioritizes alignment, accountability, and integration, you can avoid critical missteps.
The right partner will strengthen — not replace — your institutional vision and help equip you to scale sustainably.
Build University Partnerships That Advance Your Goals
At Archer Education, we work with accredited universities to build strategic partnerships rooted in a shared vision that drive scalable enrollment growth. With decades of higher ed experience, our team of industry experts has developed a flexible partnership model that supports internal growth, so that institutions can build self-sufficiency over time.
Contact our team to learn how our tech-enabled marketing, enrollment, and retention services can support your institution’s long-term goals.
In higher education today, generating buzz around new program launches is often viewed as the key to growth and market relevance. While there’s nothing wrong with investing in new programs when it makes sense, institutions tend to do so at the expense of existing offerings — including those that built their reputation. Yet legacy programs, when strategically audited and repositioned, can become some of the strongest assets in an institution’s portfolio.
The challenge is that these programs often don’t receive the same level of attention or investment as new launches. Over time, many become overshadowed — not necessarily because they’ve lost relevance, but because the institution’s focus has shifted. Without consistent evaluation and modernization, the programs may begin to stagnate — enrollments flatten, marketing efforts diminish — while they continue to drain resources and faculty energy.
At the same time, legacy programs often hold unique advantages that newer offerings lack: established reputations, loyal alumni networks, and faculty with deep expertise. When they’re reexamined and repositioned through a strategic lens — leveraging internal data, market insight, and refreshed messaging — legacy programs can drive renewed growth in an increasingly competitive marketplace.
Auditing Programs for Their Growth Potential
A deliberate, data-informed audit of an institution’s programs can be the first step toward revitalizing those that are underperforming. A well-designed audit doesn’t just identify weaknesses — it also can uncover opportunities for renewal and growth.
A program life cycle audit assesses the current health of existing programs and tracks their performance over time. Key metrics in an audit might include:
Enrollment and retention trends, to gauge the program’s long-term viability
Employment outcomes, to measure the program’s industry relevance and career alignment
Faculty-learner ratio, to ensure efficient use of instructional resources
Program search demand trends, to gauge the market’s interest in the program
This process helps institutions identify whether their legacy programs are declining, stable, or experiencing renewed interest. These insights enable academic leadership teams to direct resources toward the programs that are most likely to drive growth — or sunset programs that no longer advance the institution’s goals.
Audits shouldn’t rely solely on internal data. Comparing a program’s performance results with market demand data — such as regional job growth projections and competitors’ offerings — can clarify what the program’s challenges are and whether they stem from internal execution or broader shifts in the field.
Measuring Program-Market Fit
Analyzing a program’s market fit is just as important as evaluating its internal performance. It can help institutions decide which legacy programs need retooling, which ones are suitable for scale, and which ones should be phased out.
A program’s market fit analysis doesn’t have to be overly complex. It can begin with three fundamental questions:
Is there still demand? The analysis should start with a review of labor market data, industry trends, search trends, and alumni outcomes to determine whether a particular field remains robust or if demand is shifting toward other subjects or credentials.
How does our program compare? The next step is to assess what other institutions are offering in terms of delivery format (such as in-person versus online learning), curriculum, and pricing for similar programs. Understanding the competitive landscape helps identify areas where an institution’s program overlaps with others and where there may be opportunities to differentiate.
Does the program align with our institutional strengths? Legacy programs often reflect areas where the institution already has deep expertise or established credibility. If those strengths still align with current market demand, they can serve as a solid foundation for a program’s revitalization rather than a reason for its retirement.
Evaluating these three dimensions helps determine whether a program needs a full-blown relaunch or a more subtle refresh. The goal isn’t to reinvent for the sake of reinvention. It’s to make sure that each offering continues to serve students while also supporting the institution’s objectives.
Relaunching Programs With Purpose: Marketing Strategies
When a legacy program still holds value but needs renewed visibility, a structured relaunch can help ensure its continued relevance. Effective relaunches align academic updates, marketing strategy, and admissions communication so that all teams are working toward the same goal: positioning the program for growth.
A comprehensive relaunch checklist can help guide this process. Elements to consider include:
Program curriculum and delivery updates that reflect today’s learning preferences — such as hybrid or online models to accommodate adult learners — and industry expectations
Consistent messaging across marketing and admissions, ensuring that both internal and external audiences understand what’s new
Refreshed and tested marketing materials, including program pages and collateral materials that articulate outcomes, flexibility, and value to prospective students
Refreshing a program’s branding and positioning is a crucial step. Students’ needs evolve, so the program’s story should evolve too. Simple adjustments — such as updating program names for clarity, refining messaging to align with search trends, or highlighting regional workforce connections — can make legacy programs more discoverable and relevant.
Faculty also play a vital role in rebranding. Leveraging their expertise lends authenticity and authority to program relaunches. Featuring their research and industry partnerships in marketing materials reinforces the program’s real-world impact and signals that it’s grounded in experience, not just theory.
Key Takeaways
New program launches aren’t the only pathway to growth. Sustainable success also stems from repositioning existing programs.
Strategic audits of legacy offerings that assess their long-term performance and market fit enable your institution to relaunch them with intention.
Institutions that regularly review and refresh their degree portfolios are better positioned to achieve scalable, market-responsive growth while honoring the programs that built their foundation.
Reinvigorate Your Programs — and Your Growth Strategy
Archer Education partners with dozens of institutions to help them launch new programs and revitalize existing ones to amplify their visibility and drive real growth. In a competitive market, data-driven program strategies enable greater institutional alignment and better market fit.
Contact our team today and let us help you rejuvenate your degree portfolio.
The Impact of Social Platforms on Higher Education Marketing
There are currently more than 5.6 billion social media users worldwide, according to Statista. This means that about two-thirds of the world’s population uses some form of social media to communicate.
For many of us, using social media has become second nature. But the digital space has changed drastically since we saw the emergence of social media marketing in the early 2000s and beyond. So, too, should your social media marketing strategy, so that you can effectively reach your institution’s intended audience and make an impact when everyone else is trying to do the same.
While social media is a commonplace platform for communication today, have you ever considered how significantly social media has changed the way we communicate?
4 Top Social Media Platforms Changing Communication
Let’s take a look at what the most used social platforms have contributed to our new way of communication and how you can utilize them in your higher education marketing campaigns.
1. Facebook
Facebook is seen as the most predominant social media platform, and it has the numbers to back it up, with nearly 3.1 billion monthly users. While Meta’s Facebook still remains one of the top social media platforms since its conception, its audience demographics have shifted with the rise of Instagram and TikTok. With the dominating demographic now being women ages 25 to 34, Facebook is not the higher education marketing platform it once was. Not for traditional prospective and current students, anyway.
However, this platform can be effective for marketing flexible, online degree programs that target adult learners. It’s also a great avenue for communicating with alumni, recent graduates, and even parents of students.
2. YouTube
With nearly 2.6 billion monthly active users, YouTube was launched in 2005 and quickly grew to become one of the top social media platforms by 2010.
YouTube isn’t focused on generating content for short-term attention spans like other platforms. While Instagram, TikTok, and even Facebook primarily host short-form videos averaging 30 seconds to a minute long, YouTube’s premise is to expand on short-form content and host longer videos, such as how-tos, influencer lifestyle content, and vlogs, allowing viewers to form a more intimate connection with the content.
One of the main ways institutions utilize YouTube is with the rise of virtual campus tours, allowing potential students from anywhere to experience a university campus. This allows universities to expand their applicant pool by reaching potential students who may not be able to attend an in-person campus tour.
Take a look at a couple of examples of virtual campus tours from Clemson University and Cornell University, which have received 62,000 and 136,000 views, respectively:
YouTube can also be a great place to highlight student success stories and testimonials.
3. Instagram
This Meta-owned social media platform has about 3 billion monthly users. In 2017, Instagram edged out Snapchat for one of the top spots among the most popular social media platforms. How? Instagram saw a gap in its algorithm where it wasn’t meeting younger audiences’ needs that Snapchat excelled at: catering to short attention spans.
In 2016, Instagram expanded on its platform offerings, including not only the ability to share photos in a timeline, but also launching a Stories feature. Similar to Snapchat, IG Stories gave users the ability to showcase shorter bursts of content that showcased the use of filters, stickers, and more, making the platform more interactive. With the launch of IG Reels in 2020, Instagram rounded out its offerings within the platform, giving users the ability to view and create short-form videos.
Since Instagram is most popular among a large younger demographic of users ages 18 to 34, Instagram is one of the number one tools higher ed marketers should be using to reach a wide variety of their university community, from prospective students to current students and young alumni.
4. TikTok
TikTok has nearly 2 billion users. After its launch in 2018, TikTok quickly grew into one of the most popular social media platforms, surpassing X (formerly Twitter) and Snapchat and creating a new demand for short-form video across all platforms.
Primarily geared towards Gen Z and Millennial audiences, TikTok is a fast-paced, trend-focused app, making it one of the ideal platforms for marketing to university students. The original TikTok algorithm was unique compared to other social media platforms because it continually personalizes content to keep users engaged.
How Did Social Media Change the Way We Communicate?
Social media has changed how we communicate with one another in many ways. It has allowed us to share information in new ways, quickly gain global insights into worldwide news and trends, and forge new online communities of like-minded individuals.
Fostered the Ability to Share
Since its launch in 2004, Facebook, one of the first ever social media platforms, has created a place to share anything from daily thoughts to groundbreaking ideas. This has continued to be the foundation of social media platforms that have followed in Facebook’s footsteps, from Snapchat to Instagram to TikTok.
Each of these platforms has expanded on the original foundation to add features such as stories, short-form video, and interactive filters. This further encouraged immediate, frequent sharing among participants and a sense of urgency around being an active social media user. This illustrates our first point: Social media has given audiences the opportunity to share and collaborate in real-time on a global scale. Over time, we shifted from passive consumers of information to active participants in content creation and distribution.
In higher ed, this has greatly impacted how institutions communicate with prospective and current students, alumni, and other members of their wider community. Institutions have been given the opportunity to share with their communities in real time: Student successes are immediately celebrated, university news can be instantly delivered to a For You page (FYP) or timeline in a matter of seconds, and audiences can immediately communicate back. Social media has fostered this ability to share, allowing institutions to create stronger brand awareness and community engagement.
Provided Global Perspective
This brings us to our second point: Social media has enabled people, brands, institutions, and organizations to come together in one common place, erasing traditional communication boundaries that once hindered our ability to connect.
Students in one part of the world can now explore what campus life looks like in another, simply by watching a TikTok tour, reading Instagram stories, or following a university ambassador on YouTube. These behind-the-scenes glimpses, often created by real students, offer an authentic, unfiltered perspective of life at institutions that might have otherwise been unreachable.
Faculty benefit from this reach too, using platforms like LinkedIn or X to share academic work, engage with global peers, and promote collaborative initiatives. Conferences, lectures, and panels can now be live-streamed or shared widely after the fact, broadening access to educational content for international audiences who may never set foot on campus.
From a marketing standpoint, this global connectivity has changed the way institutions can position themselves and expand their offerings. Nearly two-thirds of institutions are exploring how to bring traditional on-campus programs online, utilizing the global reach driven by social media to appeal to nontraditional learners, including working parents and older adults.
Ultimately, the rise of social media has made it possible for institutions to extend their mission and messaging farther than ever before.
Encouraged Personal Connections
If you’re a social media user, you’ve likely experienced the benefits of how digital platforms have improved our overall communication. One of the most notable benefits is how platforms — from Facebook to LinkedIn and Instagram to TikTok — have given people the ability to connect on a personal level, whether it’s reconnecting with old friends, networking with new professional acquaintances, or sparking life-long friendships through comments, likes, and shares.
As social media has grown over the years, we’ve developed interest-based communities that allow us to communicate with like-minded individuals, sharing ideas and building a sense of belonging that might not be easily found in the “real world.” For nontraditional and online students, this can be life changing.
For institutions working towards appealing to this modern student demographic, utilizing these features can be beneficial in showcasing how nontraditional and online students can be part of the school’s community.
The Challenge: Creating Bite-Size Messaging
With all of the ways social media has improved our communication, there are also some negative effects. One of which is particularly challenging for marketers: shortened attention spans.
The digital world moves quickly, and evidence has shown that the average attention span when looking at a screen has decreased from 2.5 minutes in 2004 to just 47 seconds in recent years. Many audience demographics, particularly younger generations, have become accustomed to “snackable” content.
Think about it: An average TikTok or Reel is 15 to 30 seconds long, Stories on Snapchat and Instagram disappear within 24 hours, and even static image carousels average only 3-5 slides. Because of this, marketers are left with less time to capture interest and low engagement on traditional content formats like text-only posts and longer videos.
With social media being one of the most beneficial marketing tools in higher ed, it’s imperative that marketers learn to work with its fast-paced nature, not against it. We can do this by prioritizing visual content. Social media has made us into visual communicators: memes, gifs, short-form video, graphics, and more have begun to dominate our FYPs and timelines.
Shifting your strategy to prioritize content like eye-catching graphics and short-form video can push your content to the forefront of your audience’s feed and encourage higher engagement activity.
Improve Your Social Media Strategy With Archer
Looking to up your social media marketing game? Archer Education can help. We offer a variety of tech-enabled marketing, enrollment, and retention services, and our enrollment marketing team helps higher ed institutions with social media marketing, content creation, search engine optimization (SEO), academic thought leadership, and more.
Here at Archer, we partner with accredited universities to enable higher-ed leaders and marketers to accelerate their online program growth and enrollment. We believe that education is the great equalizer in our society, and we strive to help institutions make education more accessible for all adult learners.
If you’d like to learn more, contact our team and explore our offerings today.
The University of Phoenix has launched TransferPath, a mobile app promising prospective students a quick estimate of how many previous college credits might transfer toward a Phoenix degree. At first glance, it sounds like a win: upload your transcripts, get a pre-evaluation, and move faster toward completing your degree. The EdTech Innovation Hub article covering the launch presents the app as an unambiguously positive innovation—but a closer look raises serious questions.
The EdTech piece reads more like a press release than investigative reporting. It offers no insight into how pre-evaluations are calculated, whether faculty are involved, or how often initial predictions align with final credit acceptance. Without this transparency, students risk developing false confidence and making financial or academic decisions based on incomplete or misleading information.
The app also reflects the asymmetry of power between institution and student. While marketed as a convenience, it is ultimately a recruitment tool. The University of Phoenix controls which credits are accepted, and the app’s messaging may funnel students into its programs regardless of whether other paths would better serve their educational goals.
Missing from the coverage is context. Phoenix’s history as a for-profit institution has drawn scrutiny over retention rates, student debt, and degree outcomes. Presenting TransferPath without acknowledging this background creates a misleading narrative that the app is purely a student-centered innovation. Equity concerns are similarly absent. Students without smartphones, stable internet, or digital literacy may be excluded or misled. There is no evidence that the app serves all students fairly or that its credit predictions are accurate across diverse educational backgrounds.
TransferPath may indeed offer some convenience, but convenience alone does not equal value. Prospective students deserve clarity, honesty, and rigorous evaluation of how tools like this actually function. They need more than marketing optimism—they need realistic guidance to navigate the complexities of credit transfer, institutional incentives, and long-term outcomes.
Until such transparency and accountability are provided, TransferPath risks being more of a recruitment gimmick than a meaningful step forward in higher education.
Competition for students has never been tougher. With rising parent expectations and limited budgets, school marketing ideas need to do more than get attention. They have to inspire trust and drive enrolment.
At its core, school marketing includes every effort your institution makes to strengthen brand visibility and attract families. Today’s parents research online, compare schools carefully, and look for authenticity at every touchpoint.
That’s why the most successful private schools are shifting toward creative, data-driven marketing strategies that meet families where they are. The goal isn’t just to promote your programs; it’s to tell your story in a way that highlights your school’s true value, whether that’s academic excellence, a close-knit community, or innovative extracurriculars.
So how can your school stand out? Through inbound marketing, strategies that pull families in rather than push messages out. Inbound marketing builds trust by being genuinely helpful: answering parents’ questions, showcasing real student stories, and creating an online experience that feels personal and sincere.
Even with modest resources, schools that use inbound methods see stronger engagement and higher enrolment.
In this guide, we’ll break down 10 proven school marketing ideas to help boost private school enrolment, from optimizing your website and social channels to using testimonials, events, and storytelling that connect on an emotional level.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
1. Create a High-Quality, SEO-Optimized Website
Your school’s website is your digital front door, the first real impression most families will have of your community. It’s where curiosity turns into consideration, so design and usability matter. A great school website should feel both professional and personal: clean visuals, simple navigation, and all the essentials easy to find, such as tuition, programs, admissions steps, and contact details.
But here’s where many schools fall short: visibility. Even the most beautiful site won’t help if parents can’t find it on Google. That’s where search engine optimization (SEO) comes in. Most families begin their search online, typing things like “best private schools near me” or “bilingual schools in Toronto.” To show up for those queries, your site needs relevant keywords, descriptive titles and meta tags, and fast load times.
Localization also helps. If your school attracts families across regions, tailor content by geography. And don’t stop at information. Your website should engage visitors visually and emotionally. Use dynamic photos and videos of real students, candid campus moments, and parent or alumni testimonials to bring your story to life. Clear calls to action: Book a Tour,Request Info,Apply Now, guide families naturally toward the next step.
Example: Connections Academy (K–12 Online Public Schools): This online school network uses a geo-targeted approach on its site to connect families with their nearest program. A “Find Your School” tool routes visitors to state-specific pages based on ZIP code, ensuring that parents quickly find relevant information like curricula and enrolment steps for their locality. By organizing content by region and using local keywords (e.g., Georgia Connections Academy), the school boosts its presence in local search results.
Finally, make sure it’s mobile-first. Parents are browsing between meetings or from the car. A responsive, regularly updated website signals not only professionalism but also vitality, proof that your school is active, thriving, and ready to welcome new families.
2. Develop Valuable Blog Content and Resources
If your website is the front door, your blog is the conversation that happens once families walk in. It’s your chance to build trust, show expertise, and let your school’s personality shine.
Content marketing works because it educates while it engages. Blog posts, news stories, or downloadable guides can position your school as a thought leader on topics parents actually care about. From how to choose the right private school to how your teachers nurture student confidence. Every post is also an SEO opportunity: each new article gives Google another reason to show your site to searching parents.
Example: Great Lakes College of Toronto (Private High School, ON): GLCT’s blog targets the needs of international students and parents. The school regularly publishes practical articles, from “5 Essential Tips for ESL Students to Succeed in a Canadian Private School” to guides on university admissions. Each post provides valuable advice (e.g., study strategies, application how-tos) while naturally highlighting GLCT’s supportive programs. By answering real questions (like how to improve English or navigate applications) in its content, GLCT attracts the right audience via SEO and builds trust.
Here’s the key: write content that answers parents’ real questions and reflects your school’s strengths. End each post with a next step: Book a Tour,Download Our Admissions Guide, or Join Our Mailing List.
The result? A blog that informs while also converting curiosity into connection.
3. Leverage Social Media to Build Community
In 2025, a strong social media presence is essential. Parents (especially millennials) and students spend hours every day scrolling through platforms like Facebook, Instagram, YouTube, and TikTok. The majority of students say they use social media when researching schools. For K–12 families, these platforms are often their first window into your community, and leveraging them effectively is one of the most effective school marketing ideas.
Here’s the thing: social media is where your school’s story comes alive. Share moments that reflect your culture: a championship win, a robotics project, a candid classroom laugh. Posts with real photos and videos consistently outperform text-only updates, and they help families visualize what life at your school feels like.
Example: Temple University (Higher Ed, PA): Temple’s social media team has achieved award-winning success by sharing vibrant, authentic content that resonates with students and parents alike. One viral example was a TikTok video of a service dog at graduation, which garnered 3.2 million views and helped Temple achieve a top TikTok engagement rank. More importantly, Temple treats social media as a storytelling and outreach platform: posts across TikTok, Instagram, Facebook, and YouTube showcase campus life and student achievements in ways that help prospective students “see themselves” at Temple.
Consistency and tone matter just as much as creativity. Keep your voice genuine and community-driven, never overly promotional. Use a content calendar to maintain regular posting and highlight diverse voices from your community. Finally, don’t overlook targeted ads. Platforms like Meta and TikTok let you reach local parents by age, location, or interests, which makes them perfect for promoting open houses or admissions deadlines.
But above all, remember this: social media isn’t just about reach, it’s about connection. When families see a living, breathing community on your feeds, they’re provided the opportunity to imagine being part of it.
4. Implement Email Marketing & Lead Nurturing Campaigns
How do you market a private school? By combining digital strategies like SEO, email nurturing, and social media with in-person tactics like open houses and community events. Tailor messaging to families’ needs, use authentic storytelling, and provide clear calls-to-action to drive inquiries and enrolment.
When a prospective family fills out an inquiry form, downloads a guide, or subscribes to your newsletter, they’ve taken the first step, but they’re not ready to apply yet. That’s where email marketing and lead nurturing come in.
Most families need five or more touchpoints before they decide to apply or enrol. The key is staying in touch consistently, offering value each time, not just reminders to “apply now.”
Start by segmenting your email list. Group families by grade level, interests, or where they are in the admissions process, from first inquiry to scheduled tour. This allows you to send messages that actually matter. A parent curious about scholarships will appreciate updates about financial aid or payment plans. Another, interested in athletics, will engage more with stories about your latest championship or coaching philosophy. Modern CRM tools make this kind of personalization simple.
Effective lead nurturing happens through a drip campaign, a planned series of emails spaced over several weeks. The sequence might look like this:
A thank-you email and link to your virtual tour.
A week later, a student or parent testimonial.
Then, an update about upcoming events or key deadlines.
Track metrics like open and click-through rates to see what resonates. If engagement dips, tweak your subject lines or timing.
Example:Peddie School (Boarding High School, NJ): Peddie personalizes its follow-up emails based on each family’s interests. When inquiries come in, the admissions CRM captures details like academic or athletic interests. The school then connects prospects with relevant community members (coaches, teachers) and sends tailored content. For instance, a family noting interest in basketball might receive an email invite to a game and a note about Peddie’s sports facilities. This segmented approach (made clear on Peddie’s inquiry form, which promises to “connect you with coaches and teachers who match your interests”) makes families feel understood and keeps them engaged. A series of drip emails: thank-yous, student stories, deadline reminders, then nurtures each lead from initial inquiry to campus visit to application.
Finally, make your emails two-way. Encourage replies, invite questions, and link to live chats or calls. When families feel heard and guided rather than “marketed to,” they’re far more likely to see your school as their future community.
5. Use Video Marketing to Showcase Your School’s Culture
If a picture is worth a thousand words, a video can tell the whole story. Video marketing gives prospective families an inside look at your school, its energy, community, and heart, in a way that text simply can’t. A great video captures what it feels like to be on campus, walking through halls, meeting teachers, or cheering at a game. It builds an emotional bridge between your school and the viewer, and harnessing it properly is another of the more impressive marketing ideas for schools.
Video doesn’t have to be flashy to work. Start small. Create short, story-driven clips: student testimonials, “day in the life” vlogs, quick faculty interviews, or highlight reels from school events. Keep them engaging and under three minutes when possible. Post across platforms: your website, YouTube, Instagram, even TikTok. Videos with strong storytelling and emotional authenticity consistently build trust and drive inquiries.
Example: Westminster Christian Academy (Day School, MO): Westminster created a cinematic short film called “The Wonders of Westminster” to encapsulate its school spirit. Premiered at an open house event to 550+ attendees, this nine-minute video weaves together stunning visuals of campus life with heartfelt student and teacher narratives. Beyond this feature film, Westminster produces numerous short clips: alumni testimonials, “day in the life” vlogs, and event highlight reels, all shared on YouTube and social media. These videos let viewers virtually walk the halls and imagine themselves as part of the community.
Authenticity is what matters. Even a smartphone-shot interview can outperform a high-budget ad if it’s real, relatable, and human. Use live streams, student-led content, and candid storytelling to show your school’s true culture, and let families see themselves as part of it.
6. Optimize Your Local Presence (Google Profile & Reviews)
When parents search “private schools near me,” your school should be one of the first names they see, complete with photos, reviews, and all the right details. That’s where your Google Business Profile (formerly Google My Business) comes in. Think of it as your school’s digital front door.
Here’s what to do: claim your profile, verify it, and fill out every field: address, phone number, website, hours, and category. Upload high-quality photos of your campus, classrooms, and events. An optimized Google profile gives prospects “an easily digestible snapshot of your institution and makes it much easier for your target audience to find you” online. Schools that post regularly and add fresh visuals tend to appear more prominently in local search results and get more clicks.
Next, turn your attention to reviews. Parents trust other parents. Encourage satisfied families to share their experiences on Google, and respond to every review (good or bad) with professionalism and gratitude. It shows transparency and genuine care.
Example: Great Lakes College of Toronto (ON): GLCT leverages its happy families to boost local and global reputation. On its site, GLCT prominently links to external review platforms and showcases testimonials from international graduates. In fact, GLCT encourages parents to share their experiences on Google and Facebook, knowing that “parents trust other parents.” The school provides step-by-step instructions (via a dedicated page) on writing a Google review for GLCT, making it easy for busy parents to post feedback. By managing its online presence through accurate info on Google, active responses to every review, and abundant testimonials, GLCT ensures that when families search “best international high school Toronto,” they not only find GLCT but also see proof of its quality through peer reviews.
In short, managing your local presence is one of the simplest, most powerful enrolment tools you have. When families see accurate information, warm reviews, and vibrant imagery, your school instantly feels credible and worth exploring.
7. Host Open Houses and Community Events (Virtual & In-Person)
There’s nothing quite like seeing a school in action. Open houses, school tours, and community events let families feel what your school is really about. The energy in classrooms, the warmth of the community, the values that guide every interaction. That experience often does more to drive enrolment than any ad campaign ever could.
Today, the most effective schools blend in-person and virtual options. A well-run virtual open house allows busy or distant parents to attend from anywhere, while in-person events create the emotional connection that seals decisions. The key is to make every visit interactive, structured, and personal.
Start with a short welcome presentation from your head of school, followed by Q&A panels with teachers and students. Offer guided tours — physical or via livestream — and create themed “stations” where families can explore specific programs like arts, athletics, or STEM. Virtual attendees? Use breakout rooms or session links so they can choose what interests them most.
Example:Queen Anne’s School (Boarding, UK): Queen Anne’s offers a wide range of visit opportunities to fit every family’s needs. They host large Open Morning events each term (e.g., a Friday or Saturday with campus tours, student panels, and the Head’s welcome) and personal “bespoke” tours by appointment. For students, Queen Anne’s runs Taster Days: full school days where prospective girls join real classes, meet future classmates, and even try boarding for a night. This flexibility ensures that whether a family is local or overseas, busy weekdays or only free on weekends, they can experience the school. The Queen Anne’s website makes it easy to book tours or taster days online, and even features a 360° Virtual Tour so families can explore facilities remotely.
Finally, don’t limit yourself to admissions events. Sponsor local fairs, host workshops, or open performances to the community. Every event is a brand moment. Capture contact info, follow up with thank-you messages and next steps, and keep the conversation going.
When families walk away feeling welcomed and informed, they’re already picturing themselves and their children as part of your school’s story.
8. Invest in Targeted Online Advertising (Including Retargeting)
Organic marketing builds awareness over time, but sometimes you need an extra push to reach the right families fast. That’s where targeted digital advertising comes in. Platforms like Google Ads, Facebook, and Instagram let you put your school in front of parents who are actively researching options, not just scrolling aimlessly.
Think of it this way: when someone searches “private schools in [Your City]” or browses parenting and education pages on Facebook, you can show them a perfectly timed ad for your next open house. These platforms let you narrow by location, age of children, and interests, ensuring your message hits families most likely to engage. Even a few hundred dollars can make a measurable impact when ads are well-targeted and optimized.
How much should a school spend on marketing? Most schools allocate 1–10% of their overall budget to marketing, depending on goals and enrolment needs. Competitive schools aiming to grow or reach new markets may invest more, especially in digital advertising, content, and lead-nurturing systems.
Make every ad count. Use inviting visuals, happy students, engaging classrooms, welcoming teachers, paired with clear headlines (“Discover [School Name]”) and direct CTAs (“Schedule a Tour,” “Join Our Open House”). Test two or three variations at once to see which version gets more clicks, then double down on the winner.
Example: Stenberg College (Private College): Stenberg partnered with HEM to elevate its Google Ads campaigns for student enrolment, ensuring the ads attracted more and higher-quality student leads. With HEM’s support in restructuring and managing these paid search campaigns, Stenberg’s marketing saw “record-breaking enrolments and lead flow” beyond previous levels. The refined advertising strategy also achieved a 28% reduction in cost per lead, demonstrating the efficiency of targeted online ads.
Beyond new audiences, retargeting helps you reconnect with families who already visited your site or clicked on an earlier ad but didn’t inquire. Maybe they browsed your tuition page or watched your virtual tour. A gentle reminder later that week (“Still exploring schools? Visit us this fall!”) can bring them back.
Pro tip: segment retargeting by behavior. Parents who downloaded your admissions guide might see an ad about financial aid, while those who viewed athletics pages could get one about campus life. The more relevant your messaging, the better your conversion rates.
According to Google, every $1 spent on search advertising can generate up to $8 in value. For schools, that often means more inquiries, more tours, and more applications, without overspending. In short: targeted ads aren’t about throwing money at the problem; they’re about placing your story in front of the right families, right when they’re ready to listen.
9. Create Downloadable Guides and Lead Magnets
Want a steady stream of new inquiries from your website? Offer something valuable first. Downloadable resources like e-books, checklists, or planning guides give parents useful information and give your admissions team qualified leads to nurture.
Here’s how it works: you create a helpful resource (“5 Things to Consider When Choosing a Private School,” for example), place it behind a short form asking for a name and email, and voilà, you’ve started a conversation. It’s a win-win: parents get expert advice, and you get insight into who’s exploring your school.
Example:Fairfield Prep (High School, CT): Fairfield Prep entices prospective families with a free e-book called the “High School Decision Guide.” On its admissions page, a prompt acknowledges that “choosing a high school is a life-changing decision” and invites visitors to download the guide to help them weigh their options. To get the guide, parents simply fill out a short form (name, email, child’s grade), providing Prep with a valuable lead. The guide itself, “5 Things to Consider When Choosing a High School,” offers general tips on factors like academics, community, and fit – not a pure advertisement, but a genuinely useful resource for any 8th-grade parent.
The best lead magnets solve real questions: a “School Visit Checklist,” a “Private vs. Public Comparison Chart,” or a “Financial Aid Planning Worksheet.” Even quizzes like “What’s Your Child’s Learning Style?” can engage parents while introducing your school’s philosophy.
Design matters too. Make your guide visually appealing, branded, and easy to read. Include a final call-to-action inviting families to take the next step, like booking a tour or contacting admissions.
Finally, promote your downloads across your website, blog posts, and pop-ups. Each new subscriber is a potential applicant, and your content positions your school as the trusted expert helping them get there.
10. Encourage Reviews, Testimonials, and Word-of-Mouth
At the end of the day, no marketing tool is more powerful than a happy parent or student sharing their story. Families trust real voices over polished ads. It’s why word-of-mouth remains one of the strongest enrolment drivers for private schools.
Start by collecting testimonials from your most satisfied families, students, and alumni. These can take many forms: written quotes, short videos, or casual social posts. Display them prominently. Sprinkle parent quotes across your website, include testimonial snippets in your newsletters, or dedicate a full webpage or YouTube playlist to success stories. The goal is to help prospects think, “That could be us.”
Example:Tessa International School (Preschool & Elementary, NJ): Tessa turns its parent community into its best ambassadors. The school’s website features a dedicated Testimonials page with dozens of short parent videos and quotes. Each testimonial is labeled with the family’s name and program (e.g., “Etienne’s Dad – Elementary”, “Zoe & Sophia’s Mom – Preschool & Elementary”), adding a warm personal touch. Tessa promotes these stories on social media as well, regularly sharing “Thank you” posts to parents who give shout-outs on Facebook. Additionally, the school links to external reviews on Niche.com and invites new parents to talk to veteran parents. This open celebration of parent voice not only builds trust with prospects (they see real satisfaction) but also fuels a virtuous cycle: Tessa’s parents feel valued and are even more likely to spread the word.
Encourage satisfied families to leave Google and Facebook reviews after positive milestones such as a great report card or a successful event. Monitor those reviews and respond thoughtfully. An active, appreciative reply tells others that your school listens and cares.
Don’t stop there. Turn your current community into ambassadors. Offer small referral incentives or create shareable moments, photo days, spirit challenges, and alumni shoutouts that naturally spark pride and conversation.
The result? A thriving network of advocates. When people talk about your school with genuine enthusiasm, it builds credibility and attracts families who already believe in what you stand for.
Partner with HEM to Build Momentum That Lasts
Attracting new families is about consistency, connection, and authenticity. Every piece of your marketing matters: a clear website that tells your story, social media posts that capture daily life, thoughtful emails that guide parents, and real voices from your community that build trust. When all of these elements work together, they create something powerful: a lasting impression.
Schools that commit to steady, strategic communication see results that compound over time. Keep testing, refining, and listening to what families respond to. When your marketing reflects the real experience, your students and parents love, it shows, and it resonates.
If you’re ready to take your private school marketing to the next level, Higher Education Marketing (HEM) can help. We specialize in crafting digital strategies that combine creativity, data, and storytelling to boost visibility, engagement, and enrolment.
From SEO and content creation to paid ads and automation, we’ll help you connect with families who are searching for exactly what your school offers. Because when your marketing feels genuine, families don’t just notice, they believe. And that’s what turns interest into enrolment.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Frequently Asked Questions
Question: What is school marketing?
Answer: At its core, school marketing includes every effort your institution makes to strengthen brand visibility and attract families. It involves branding, outreach, and communications across channels like websites, ads, email, social media, and events to connect with prospective families.
Question: How do you market a private school?
Answer: By combining digital strategies like SEO, email nurturing, and social media with in-person tactics like open houses and community events. Tailor messaging to families’ needs, use authentic storytelling, and provide clear calls-to-action to drive inquiries and enrolment.
Question: How much should a school spend on marketing?
Answer: Most schools allocate 1–10% of their overall budget to marketing, depending on goals and enrolment needs. Competitive schools aiming to grow or reach new markets may invest more, especially in digital advertising, content, and lead-nurturing systems.
