Tag: marketing for higher education

What’s New at InsightsEDU 2025? Key Updates You Won’t Want to Miss
With InsightsEDU 2025 just around the corner, we’re excited to share some of the key updates and new features coming to this year’s conference, happening February 12-14, 2025 in New Orleans, Louisiana. As the premier conference for higher education marketing and enrollment management, this year’s event promises to be our most engaging yet. Attendees can expect immersive experiences, innovative sessions, and exceptional speakers, all aimed at equipping higher education leaders with the skills and strategies needed to serve today’s Modern Learners. From the welcome reception to our new customized workshop experience, InsightsEDU 2025 is full of exciting opportunities. Read on to see what’s in store!

This year, we’re embracing the vibrant culture of New Orleans with the Bourbon Street Bash, a celebration that will give attendees the perfect opportunity to unwind, network, and experience NOLA in style. The evening will kick off with a second-line parade, leading attendees through the historic streets of New Orleans to the iconic Bourbon Vieux venue. With a live jazz performance, this event promises to be a memorable way to start an exciting conference experience with the higher ed community.

For the first time, InsightsEDU is offering a hands-on, interactive workshop led by Dr. Jodi Blinco, Vice President of Enrollment Management Consulting at EducationDynamics.

The workshop, “Unlocking Enrollment Success: A Customized Consulting Workshop Experience,” is designed specifically for higher education leaders who want to explore the complexities of enrollment models. The workshop provides an opportunity to enhance strategies for attracting, enrolling, and retaining students.

This session will foster focused discussions, tailored insights, and actionable takeaways, allowing attendees to apply the knowledge gained from the conference directly to their own enrollment strategies.

This year, we are excited to welcome Po-Shen Loh, an acclaimed entrepreneur, mathematician, and Carnegie Mellon University professor, to the InsightsEDU stage.

His keynote session, “The Power of Reinvention: Unlocking Innovation to Inspire Action,” will challenge attendees to rethink problem-solving, leadership, and innovation in the ever-evolving higher education landscape. Drawing from his diverse experiences in academia and social entrepreneurship, Po-Shen Loh will explore how institutions can apply startup strategies to innovate and create programs that resonate with students’ needs. His unique experiences throughout higher ed and entrepreneurship make him uniquely qualified to address the conference’s innovative goals and inspire strategies for institutions looking to drive meaningful change.

Expect to hear from top industry leaders at InsightsEDU, with companies such as EY Parthenon, Slate, Google, Meta, and Reddit, joining to share their expertise in digital engagement, advertising, and marketing strategies. These sessions will help institutions stay ahead of emerging trends, enhance their online presence, and develop strategies to connect with students in innovative ways. Attendees will gain exclusive insights into how leading platforms are shaping the future of student engagement and higher education marketing.
With RW Jones Agency recently becoming a part of the EducationDynamics team, InsightsEDU 2025 will feature even more expert-led sessions and strategic insights. RW Jones Agency’s expertise in public relations, crisis communications, and higher education marketing is sure to provide valuable perspectives for attendees.

Here are some of the key sessions featuring RW Jones Agency’s team:

A Roadmap to Marketing Transformation: Learn how to implement a marketing maturity model to enhance strategy, optimize resources, and gain real results for your MarCom division. This session will provide insights from experienced professionals who have successfully implemented maturity models to drive impactful results at institutions.

A Behavior-Informed Approach to Prospective Student Engagement: Discover how student personas can transform outreach efforts. Building on insights from a recent nationally representative survey of high schoolers, this session explores students’ primary motivations and factors surrounding decision making, offering key insights for higher ed marketers, communicators, and enrollment leaders.

Lights, Camera, Connections: How to Produce Compelling Videos That Connect: Join Karolyn Pearson, a former network news producer, and Morgan Aguilar, a former TV reporter, for an exciting session on crafting engaging and authentic visual storytelling to captivate student audiences and enhance your institution’s brand.

The Art and Science of Why People Care: Learn how to create audience-centered messaging that aligns with students’ values, increases engagement, and builds lasting relationships while authentically marketing your brand.

From Interest to Enrollment: Building Real Student Connections on Social Media: Explore the latest tactics and insights to address an evolving social media landscape and cater to Gen Z and Millennial audiences. This session will explore the latest trends, engagement strategies, and creative tools to foster meaningful interactions on social media that lead to enrollment.

With an impeccable lineup of sessions, RW Jones Agency’s expertise will provide valuable new perspectives at InsightsEDU 2025, ensuring that attendees leave with actionable strategies to better connect and serve Modern Learners.
With immersive experiences, groundbreaking discussions, and an incredible lineup of speakers and sessions, this year’s conference is shaping up to be the best one yet. Whether you’re looking to refine your enrollment strategy, explore new marketing tactics, or simply connect with industry leaders, InsightsEDU 2025 is the place to be for higher education professionals.

We look forward to seeing you at InsightsEDU 2025!
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January 31, 2025
Four Benefits of Attending InsightsEDU

Every year, EducationDynamics welcomes marketing, enrollment, admissions, and higher education leaders from across the nation for InsightsEDU—a higher education conference dedicated to uncovering emerging trends and innovative solutions that help colleges and universities enhance reputation and grow revenue. In 2025, InsightsEDU will be hosted in New Orleans, Louisiana at the Ritz Carlton from February 12-14, 2025.

With 40+ subject matter experts, and 38+ sessions, InsightsEDU is designed to equip attendees with the knowledge, tools, and strategies necessary to successfully engage the Modern Learner. Discover key benefits you will experience by attending InsightsEDU 2025.

Benefits of Attending a Higher Education Conference like InsightsEDU

1. Gain Timely Insights into the Modern Learner

There is no doubt that higher education is undergoing a shift. The Modern Learner, who increasingly values flexibility, personalization, and cost-effectiveness, is driving much of this transformation. This year’s conference theme, “The Era of the Modern Learner,” reflects this pivotal moment in education.

InsightsEDU will help higher education marketers adapt strategies to meet the needs of these students, by equipping them with practical insights on how Modern Learners interact with enrollment teams, make decisions, and engage with content. Understanding these dynamics will allow higher ed professionals to tailor marketing and enrollment strategies to better address the demands of today’s students, while demonstrating value and personalization.

2. Network with Fellow Institutional Leaders, Experts, and Professionals Nationwide

InsightsEDU is more than a learning opportunity; it is also an unparalleled networking opportunity for the higher education community. With over 100 colleges and universities represented, InsightsEDU brings together a diverse group of higher education professionals, including institutional leaders, marketers, admissions professionals, and experts from across the nation and even abroad.

Throughout the conference, attendees will experience everything from informative sessions and panels to networking events infused with New Orleans’ flair. These interactions will provide attendees with opportunities to build lasting connections with fellow professionals who share a commitment to advancing higher education initiatives. Additionally, attendees will be able to participate in discussion forums and stay connected to professional connections through the conference app, allowing attendees to stay engaged even after the conference ends.

3. Access Tailored Strategies for All Student Demographics

InsightsEDU is dedicated to helping professionals connect with today’s diverse student populations through targeted, practical strategies. For traditional students, attendees will explore ways to create personalized outreach and recruitment campaigns that highlight flexibility and value. Sessions focused on online students will uncover data-driven marketing methods and innovative enrollment strategies that address their desire for convenience and personalization. For graduate students, attendees will explore strategies that leverage career-focused messaging and a clear return on investment for advanced degrees.

Attendees will leave InsightsEDU equipped with powerful, actionable strategies tailored to the unique needs of various student demographics—empowering them to drive success and lead in a changing higher education landscape.

4. Experience Expert-Led Sessions Focused on Real-World Solutions

At InsightsEDU, attendees will engage with a stellar line-up of speakers covering the latest trends and challenges in higher education. Our conference agenda features 38+ sessions from industry experts, each with unique and data-backed perspectives on topics such as personalized digital marketing, enrollment management, and student success. With expert perspectives from organizations like Google, Meta, Reddit, EY Parthenon and more, attendees will learn how to apply the latest trends and technologies to enhance their approach. Additionally, attendees will gain exclusive insights to groundbreaking tools and data, including the latest Online College Students Report, giving them a first look at critical insights into today’s students.

Unlock the Future of Higher Education at InsightsEDU 2025

InsightsEDU 2025 is the must-attend conference for higher education professionals who are committed to staying ahead of the curve and driving impact within education. Don’t miss the opportunity to be a part of this innovative event, designed to provide you with strategies and insights for success in higher education.

We look forward to seeing you at InsightsEDU from February 12-14! Register today and secure your spot.

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January 7, 2025
The Sky Is The 300 Character Limit: Bluesky
In the ever-evolving landscape of social media, platforms rise and fall as quickly as trends shift. Twitter, now known as X, has undergone significant changes, from its approach to verified accounts and content insights to the way it handles ad space. This volatility has paved way for competitors to emerge, and among them, Threads, but now Bluesky is rapidly gaining traction in the digital atmosphere.

Recently surpassing 15 million users, Bluesky has positioned itself as a serious contender in the micro-blogging arena, offering users a fresh take on short-form content, photo sharing, video creation, and community-based content. 

What is Bluesky?

Bluesky is the first app to dethrone Twitter at the top of app store charts. Founded in 2019 by former Twitter employees, it was initially developed to complement the platform we all know but has since carved out its own identity. After operating on an invite-only basis through 2023, Bluesky is now fully open to the public. This was vital to the growth of the platform, as they attempted to appeal to users wanting to “flee” Twitter/X for a different space to share insights or cat memes. 

At its core, Bluesky focuses on community-driven sharing, allowing users to interact in familiar ways—through likes, replies, reposts, and follows.

The Advertising-Free Zone

Currently, Bluesky operates without any advertising, offering a purely organic experience for its users. While this will likely change in the future, the ad-free environment has contributed to its appeal among users seeking a more authentic and less commercialized space. Users want a space where they can gather information or converse without the never-ending interruption ads that have come to populate X and other platforms. Users know ads will eventually be introduced, but the joy of new social platforms is how authentic and organic the space feels. It is a way to build authentic and personal connections in a completely curated feed, which is what users are looking for in a new space. 
Unique Features That Set Bluesky Apart

The most revolutionary feature is Bluesky’s decentralized model. Users can host their servers, storing data independently and setting their own rules, much like the structure of Discord. Here are a few of the other Bluesky features that make the platform stand out for many users:

Content Detachment: Unlike other platforms, users can detach their accounts from content when it is reshared or quoted by others, giving them greater control over their posts.

Zero Tolerance for Hate Speech: The platform is committed to fostering a safe environment, with a dedicated team actively monitoring content for hate or extremist behavior.

Greater Control: BlueSky offers users the ability to control their feeds, and even manage multiple streams of content. Users can set up custom feeds or join public feeds tailored to topics of their choosing.

Additionally, Bluesky allows users to create unique domain-based handles (e.g., @username.sky), providing a distinctive identity for individuals and organizations alike. Universities could use .edu handles to strengthen their community presence and allow outsiders to know instantly where the server will focus. 
Threads or Bluesky: Which Platform Should You Choose?

Both. It would help if you grabbed those handles when you can. Even if you don’t plan to post right away, it is a good plan of action to have them in your marketing department’s back pocket. You want to avoid becoming part of those challenges where others have your user and will make you purchase it. Think about the efforts you wish to make. What is the University’s voice for this style of media? Do you want to share updates and insights or try the latest catchphrases to meet your students? It could be a combination of all of this and figuring it out, seeing how your students interact, and making content to fit their needs. Threads right now does provide more insight, but it has yet to find it’s right footing within the world of short text. Bluesky seems to be excelling on that front. 

What Does Bluesky Mean for Universities?

Bluesky’s rise signals a shift in how people want to consume media. Twitter/X has faced criticism for its unpredictable algorithms, ad policies, and evolving identity. In contrast, Bluesky promises a return to chronological timelines, community-building, and user-driven experiences. It is saying all the right words to users, and it will be interesting to see if it can keep its promises. 

For universities and brands, this is a chance to establish a presence on a platform designed for engagement and conversation. Early adoption could secure valuable handles and position organizations to connect with students, parents, alums, and stakeholders in a more meaningful way. Bluesky’s community-first approach means content should be both informative and approachable, bridging gaps and fostering connections. Universities, for example, could use the platform to quickly share updates, create dialogues, and build a sense of belonging among their audiences.

How Will Bluesky Impact the Digital Landscape?

Bluesky is more than just another social media platform; it’s a reflection of changing user expectations. As it continues to grow, universities and brands should take note and prepare for a potential shift in how they communicate in the digital space. With its decentralized foundation, focus on community, and fresh approach to micro-blogging, Bluesky is paving the way for a new era of social media.

At EducationDynamics, we pride ourselves on staying at the forefront of social media trends. We are committed to exploring how organic platforms like Bluesky can help institutions engage new students and cultivate thriving online communities. For ongoing support and insights, connect with our organic social team and elevate your strategy.
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November 26, 2024
Voices of Innovation: Meet InsightsEDU 2025 Featured Speakers

Higher Education Speakers of InsightsEDU

Meet the thought leaders shaping the future of higher education at InsightsEDU 2025! Taking place from February 12-14, 2025 in New Orleans, LA, this conference brings together expert voices in higher education marketing, enrollment management, and leadership to discuss the evolution of today’s Modern Learner. This year, explore the future of higher education in 38+ sessions, where our speakers will share their vast expertise and unique perspectives. From higher education leaders to enrollment professionals, these speakers are vital to the InsightsEDU experience and are ready to equip you with insights to thrive in a new era of learning.

The lineup of featured speakers for InsightsEDU 2025 is still growing—stay tuned for exciting new announcements! Below are the confirmed featured speakers as of November 7, 2024.

Gregory Clayton

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

Session: The Evolving Expectations of the Modern Learner: How Institutions Can Adapt and Thrive

Wendy Colby

Vice President and Associate Provost for Boston University Virtual (BU Virtual)
Throughout her career, Wendy has distinguished herself as a leader in online learning and enhancing the student experience. At BU Virtual, she focuses on delivering educational and technological excellence, positioning the program as a model of high-quality online education. Wendy’s commitment to advancing digital learning solutions ensures that students receive an exceptional learning experience. With extensive expertise in strategic leadership and global engagement, Wendy brings invaluable insights to InsightsEDU, where she will speak on best practices for collaborative strategies that optimize institutional success.

Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success

Roy Daiany

Director, Education & Careers at Google
With over 15 years of experience, Roy Daiany leads Google’s national team of education advertising strategists, partnering with top universities and EdTech companies to drive growth. A champion of technology-driven marketing, Roy will share valuable insights in his upcoming session, drawing on Google’s data to highlight key areas for optimizing student outreach and exploring innovative advertising practices.

Session: Emerging Trends and Priorities for Higher Education

Brent Fitch

President of Rocky Mountain College of Art and Design
Brent’s extensive career and leadership in higher education provide invaluable perspectives for InsightsEDU 2025. As President of Rocky Mountain College of Art and Design, he has played an instrumental role in shaping strategies that optimize student engagement. With a proven track record in developing innovative programs that enhance faculty, employee, and student outcomes, his strategic leadership offers InsightsEDU attendees exclusive access to tried and true best practices within higher education. Learn from Brent to gain a deeper understanding of how to navigate institutional challenges and embrace new strategies for ongoing success.

Session: The Era of the Modern Learner: Redefining Higher Education

Andrew Fleischer

Head of Industry, Education at Google
As Head of Industry for Education at Google, Andrew Fleischer leads a team dedicated to transforming how institutions and EdTech companies approach enrollment and brand positioning. With a background spanning strategic roles in Google’s App and Retail sectors, Andrew brings expertise in using data-driven advertising to address complex business goals. In his session at InsightsEDU 2024, Andrew will explore Google’s latest insights on the role of AI in higher education and share valuable strategies to navigate the evolving student journey.

Session: Emerging Trends and Priorities for Higher Education

Stephen Horn

Chief Marketing Officer at The College of Health Care Professions (CHCP)
Stephen Horn is an award-winning marketer known for his inventive strategies that drive growth and expand market share. With a strong background in brand-building and nurturing marketing talent, Steve has a proven track record of success. As Chief Marketing Officer for CHCP in Houston, his role has been critical to program success. InsightsEDU attendees can anticipate gaining valuable insights into effective strategies for enhancing student engagement and aligning marketing with cross-functional departments.

Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success

Dr. Melik Khoury

President of Unity Environment University
Gain fresh insights and practical strategies for engaging Modern Learners with Dr. Melik Khoury, a pivotal leader in higher education. As President of Unity Environmental University, Dr. Khoury prioritizes student success and has spearheaded transformative initiatives to increase enrollment and retention. His commitment to affordability, accessibility, and flexibility are paramount to the university’s enduring success. Dr. Khoury’s tenure at Unity Environmental University has established him as an innovative and adaptable leader, making him an ideal expert to address today’s new era of learning and the unique needs of Modern Learners.

Session: The Era of the Modern Learner: Redefining Higher Education

Dr. Andy Miller

Senior VP of Strategic Enrollment & Partnerships at Indiana Wesleyan University
Andy Miller, PhD, brings a wealth of experience to InsightsEDU 2025. In his role as Sr. VP of Strategic Enrollment & Partnerships at Indiana Wesleyan University, Andy oversees enrollment and partnership initiatives, serving over 12,000 students. With expertise in building cross-industry partnerships and creating training pathways for adult learners to meet workforce demands, Andy is a pivotal leader in the field.

Session: Bridging the Gap: Aligning Marketing & Enrollment Management for Success

Dr. Joe Sallustio

Vice President of Industry Engagement at Ellucian & Cofounder The EdUp Experience Podcast
Dr. Joe Sallustio is a leading authority within the higher ed sector, recognized for his expertise in operations, finance, and academics. With over 20 years of experience, he has led teams across various institutional functions, including marketing, enrollment, finance, and student services, equipping him with the skills to successfully navigate the modern landscape of higher education. Dr. Sallustio leverages his extensive knowledge as co-founder and host of The EdUp Experience, a podcast that explores timely topics in the higher ed industry. Join his session to learn more about innovative strategies for addressing challenges and uncovering opportunities for student success amid changing times.

Sessions: The Era of the Modern Learner: Redefining Higher Education

Katie Tomlinson

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

Session: The Evolving Expectations of the Modern Learner: How Institutions Can Adapt and Thrive

Engage with the Leaders Shaping Higher Education

InsightsEDU 2025 promises to be another impactful conference, offering a forum for thought leadership, best practices, and meaningful networking among higher education professionals. This conference unites industry leaders and institutions to explore the key challenges and exciting opportunities facing the higher ed sector today. Taking place in early 2025, InsightsEDU is the perfect change to gain insights that will strengthen your institution’s foundation for the year ahead and beyond. Don’t miss out–Register today to secure your spot.

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November 8, 2024
10 Strategies to Attract and Enroll the Modern Learner

As the higher education landscape continues to shift and evolve, the expectations and priorities of today’s students are shifting as well. To stay relevant, institutions are expanding their focus beyond traditional academic models to better meet the needs of a more discerning audience. Modern Learners are no longer bound by age or conventional learning modalities—today’s students are driven by different priorities, presenting a challenge for institutions relying on outdated methods to engage this demographic.

With primary motivators including career advancement and the need for flexibility, Modern Learners demand educational opportunities that offer accessibility, transparency and value. They are more selective, especially as the perceived value of a college degree has been questioned amid economic uncertainty. With rising student debt, these learners are looking for programs that provide a clear return on investment—an education that advances their careers while offering flexible options that meet their financial and personal needs. Success lies in striking a balance between value and cost-effectiveness, ensuring students feel seen, supported and equipped for the future.

Explore ten essential strategies for higher education institutions to expand their offerings and better engage Modern Learners. From improving strategies to leveraging resources and fostering deeper connections with students, these strategies aim to engage with Modern Learners based on their preferences and behavior rather than demographics by embracing a Unified Enrollment Strategy that fuels sustainable growth.

1. Build a Cohesive Brand

In a competitive landscape where a strong brand is essential, the increasingly selective nature of Modern Learners calls for an institution’s brand to resonate with prospective students.

Your institution’s brand identity should authentically reflect its values, mission and unique offerings. A compelling brand narrative not only showcases your unique selling proposition (USP), but also serves as an opportunity to connect on a deeper level with potential students, fostering trust and engagement.

Building a cohesive brand experience involves aligning visual elements, messaging and tone to create consistency across all touchpoints—from your website to social media, emails and beyond. This alignment strengthens students’ understanding of your value proposition, guiding them throughout their journey and ensuring they feel engaged at every stage.

At EducationDynamics, our in-house Creative team specializes in data-driven brand positioning and strategy. We take the time to understand your institution’s unique strengths and craft creative solutions that support the student journey, from initial discovery to enrollment. Discover how our creative services can help your institution’s brand thrive and successfully engage Modern Learners.

2. Adopt a Full-Funnel Marketing Approach

As Modern Learners increasingly seek personalized learning experiences that align with their needs, institutions need to elevate their marketing strategies to meet their growing expectations. By embracing a full-funnel approach, schools can more effectively engage with students at every stage of their journey, leading to stronger enrollment outcomes.

A holistic full-funnel marketing approach not only boosts engagement, but also augments long-term growth by nurturing students from awareness to decision. As students continue to research more throughout their journey and prioritize personalized content, institutions must adopt comprehensive approaches to effectively reach them.

With EducationDynamics’ multi-channel digital marketing expertise, schools can target students across various platforms, ensuring personalized messaging and an engaging experience across every touchpoint. If you want to learn more about how to build a successful full-funnel marketing approach, check out our Full-Funnel Marketing Guide for Higher Education.

3. Utilize Market Research to Identify High-Growth Programs

To effectively meet the evolving priorities of Modern Learners, institutions must develop programs that align with market trends and career opportunities. Leveraging market research allows schools to refine their offerings and better address students’ shifting needs and expectations.

Resources such as EducationDynamics’ eLearning Index Web App, serve as a powerful resource. The Web App, developed by EducationDynamics’ Market Research team, utilizes current National Center for Education Statistics (NCES) data, to showcase an accurate view of the current labor market and relevant trends regarding degree completions. Administrators can use the app’s interactive features to isolate the data by region, modality and program. By providing insights into the highest opportunity programs available for each educational level and a convenient user interface, the eLearning Index Web App tool empowers schools to optimize their program offerings, ensuring that they are offering degrees that are relevant to Modern Learners. Through aligning programs with high-growth career opportunities, institutions can not only boost retention but also empower students with the skills and support they need to thrive in the current job market.

4. Nurture Leads and Personalize the Journey

Modern Learners often research extensively before finalizing their enrollment decision, seeking personalized and relevant information at every stage. Building relationships early and maintaining engagement over time is essential, whether you’re connecting with prospective students for the first time, re-engaging stopped-out students, or reconnecting with dormant inquiries.

Effective lead nurturing helps institutions build these relationships through tailored content that addresses the specific needs and interests of each student. Consistent communication guides students through their decision-making journey, ensuring they feel supported.

Marketing automation can help streamline these efforts. Through automation of communication workflows, institutions can deliver timely and personalized messaging that resonates with students. This level of personalization and consideration throughout multiple touchpoints in the student journey improves overall engagement and student experiences.

At EducationDynamics, our Nurturing Services offer institutions multi-channel engagement, using best-in-class marketing automation technology. By delivering personalized communications across various platforms, we help schools strengthen connections with students at every stage of their journey.

5. Provide 24/7 Support with AI Chatbots

As institutions seek to attract and enroll the Modern Learner, implementing AI Chatbots serves as a key tool by delivering real-time assistance and tailored responses to common student inquiries. Prospective students frequently encounter obstacles when searching for relevant information during their enrollment journey. With Modern Learners expecting immediate access to information, these challenges can lead to a frustrating experience, potentially impeding their enrollment decision. Employing AI Chatbots can help address this, through instant responses that answer commonly asked questions regarding program details, financial aid and academic support at any time of day. These chatbots not only help manage routine tasks, but they also allow admissions staff to focus on the more complex, high-touch interactions. By incorporating AI Chatbots into your institution’s communication strategy, you enhance student support and ensure that every inquiry receives proper, timely attention.

6. Showcase Your Innovative Spirit

Standing out amid the competitive higher education landscape is vital for attracting Modern Learners, who seek educational opportunities that align with their evolving needs and aspirations. Today’s students are not merely seeking to fulfill degree requirements; they are looking for an education that resonates with their interests and provides long-term growth opportunities. This is where innovation can play a vital role. By highlighting your university’s unique offerings and distinct culture, you can offer Modern Learners attractive reasons to choose your school, while demonstrating how you are adapting to meet the growing demands of Modern Learners.

At EducationDynamics’ Higher Ed Marketing Agency, our team of experts understand the importance of showcasing each institution’s unique selling points and innovative approaches within the higher education space. Our services are designed to communicate the value of choosing your school, whether it’s through digital campaigns, social media content, or compelling copywriting. We empower you to emphasize your distinct strengths, enabling your institution to foster deeper connections with Modern Learners and guide them towards enrollment.

7. Create a Seamless Student Journey

The traditional, linear student journey no longer applies to today’s Modern Learners. With various commitments, such as family and work responsibilities, modern students engage with their educational environment in different ways than in years past. As a result, institutions need to adjust how they approach the student journey. By implementing student journey mapping, institutions can better understand the various stages of the student experience and refine it to reduce pain points.

EducationDynamics’ student journey mapping process provides institutions with actionable insights to optimize every stage of the student experience, from inquiry to enrollment. The process begins with a comprehensive analysis of your current student recruitment and services, including existing marketing materials, communication technology and student support systems. Using data-driven insights, we then create a visual student journey map that identifies key touch points and opportunities to enhance communication. From there, we develop a communication plan with targeted messaging and content designed to nurture, guide and support students across their enrollment journey. By integrating student journey mapping, institutions can better visualize the Modern Learner’s journey, while meeting their evolving needs.

8. Invest in Financial Aid Support

Financial aid is among the first pieces of information students seek and often plays a pivotal role in their enrollment decision. Equipping your institution’s advising team with the tools to engage in financial aid conversations early in the student journey is critical to meeting the expectations of Modern Learners and encouraging them to choose your institution over another.

EducationDynamics’ Financial Aid Advising services offer personalized support through dedicated coaches who manage student inquiries and provide individualized guidance. This streamlined approach allows your admissions team to focus on key priorities, while ensuring students receive the financial aid support they need. By delivering clear answers and a supportive experience, students are more likely to enroll, resulting in higher enrollment and retention rates.

9. Streamline Your CRM and Marketing Data Integration

A robust Customer Relationship Management (CRM) system is essential for navigating the Modern Learner’s enrollment journey. By collecting and managing student data, CRMs promote personalized communication that resonates with students. To truly maximize their potential, CRM systems should be optimized through technology integration, data quality assessments and user adoption, ensuring they effectively reach Modern Learners while driving scalable enrollment growth.

EducationDynamics recognizes the importance of an integrated CRM system. Our team of integration experts specialize in implementing and maintaining clean, actionable data that supports a cohesive strategy, giving your institution a holistic overview of each student and ensuring your CRM is built for long-term success.

10. Optimize Your Enrollment Team

As the primary point of contact for prospective students, your enrollment team is one of the most critical investments you can make. The expertise and engagement of your enrollment staff directly influences prospective students’ decisions, making them essential to student success outcomes.

At EducationDynamics, we believe in empowering both institutions and students by investing in staff development. Through our The U School platform, institutions can access exclusive 8-week programs designed to equip your team with the skills needed to meet the unique demands of Modern Learners. By strengthening staff training, we help build more effective enrollment pathways, ultimately increasing student engagement, satisfaction and enrollment growth.

Empowering Your Institution to Engage Modern Learners

Attracting and enrolling Modern Learners requires a comprehensive approach that acknowledges their unique needs and preferences. By implementing the ten key strategies outlined in this article, higher education institutions can engage a new demographic of learners while nurturing meaningful connections with students. Embracing innovative solutions like student journey mapping and leveraging available resources allows institutions to transform the student experience. As the higher education environment continues to change and enrollment challenges arise due to shifting economic and demographic factors, institutions who proactively understand and cater to the unique needs of Modern Learners will differentiate themselves from the competition. As your strategic partner, EDDY is committed to empowering your institution to confidently navigate these challenges while collectively advancing our mission to expand opportunity through education.

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October 11, 2024
A New Era of Higher Education- EducationDynamics

The frequently used term “adult students” no longer captures the dynamic, diverse, and evolving population pursuing a degree today. Data from EducationDynamics’ Online College Students and Marketing & Enrollment Management Benchmarks reports show that the average age of learners is decreasing, and that their needs are growing more complex. Whether they are first-generation college students, single parents or veterans seeking to advance their career, these individuals represent what we now define as the Modern Learner. These learners are shaping the future of higher education by driving a demand for flexible, accessible, and affordable learning opportunities that meet their diverse needs. In a recent episode of the EdUp Experience Podcast, Dr. Joe Sallustio, the host of The EdUp Experience, Dr. Melik Khoury, President and Chief Executive Officer at Unity Environmental University and Greg Clayton, President of Enrollment Management Services of EducationDynamics, discuss the trends reshaping higher education and offer insights into how institutions can better serve Modern Learners amidst changing times.

Beyond Traditional Categories

The Modern Learner is not defined by age – it’s a mindset. Gone are the days when “traditional student” and “adult learner” were distinct categories. Today, a diverse range of individuals, from recent high school graduates to seasoned professionals, are seeking education on their own terms. This shift is driven by a fundamental change in how students approach education, influenced by technology, individual aspirations, and an evolving job market.

Modern Learners often juggle busy lives, whether they are working professionals, parents, or recent graduates. Therefore, an education that seamlessly integrates with their personal and career goals has become crucial. They seek learning experiences that fit their unique circumstances, allowing them to pursue their passions and advance their careers.

Regardless of what their circumstances are, Modern Learners are not limited by geographic location or traditional educational barriers. They expect affordable and accessible learning opportunities.

As a result, Modern Learners have redefined the typical adult student profile by prioritizing flexible, career-focused programs that fit into their busy schedules. Traditional models and assumptions about age are no longer relevant, and institutions must adapt to these needs, focusing on providing accessible education that aligns with the personal and professional goals of Modern Learners.

Building a Student-Centric Model

Responding to the needs of the Modern Learner requires higher education institutions to move away from an institution-centric model and embrace a student-centric one. This involves a deep commitment to understanding and addressing the diverse needs of Modern Learners, rather than adhering to outdated practices and structures. Embracing various learning modalities including online, hybrid, and residential programs, while acknowledging the value of each, is paramount. Additionally, by recognizing that online learning is a valuable and equal learning pathway, institutions can provide more flexible, accessible, and relevant educational opportunities that align with the goals and lifestyles of today’s Modern Learners.

We really started to look at each and every one of our subsidiaries for, it didn’t matter how old you were, it was more how did you want to learn?

Dr. Melik Khoury, President of Unity Environmental University

To fully address these evolving needs, institutions must create personalized learning experiences and adapt program structures to accommodate varying schedules and preferences, which will more effectively engage Modern Learners.

Navigating the Challenges of Change

However, adapting to the needs of the Modern Learner is not without its challenges. Many institutions encounter resistance to change, ingrained practices, and varying levels of awareness about the evolving student landscape.

This resistance often stems from a reliance on traditional models, driven by a fear of disrupting established practices and structures. As a result, institutions may hesitate to adopt online learning, resist new marketing strategies, or cling to familiar, albeit outdated, approaches.

It’s amazing how many universities, if you ask them about the cost of acquisition, they would have no idea…Many institutions don’t even understand the concept of you can’t have a regional recruitment and marketing strategy and hope for a national draw.

Dr. Melik Khoury, President of Unity Environmental University

Traditional marketing strategies are becoming less effective in reaching the Modern Learner, as this population responds better to online channels, targeted digital marketing campaigns, and social media engagement. Adapting marketing strategies to better connect with this demographic is crucial. Additionally, demonstrating a clear return on investment is equally important, as Modern Learners make quick decisions—often within one or two weeks—based on the immediate value and benefits of their program choices.

The thinking about marketing and how to market to students has to evolve…The amount of time they want to wait is one to two weeks before, so maybe a month. And that’s it.

Dr. Joe Sallustio, Co-Founder & Host of The EdUp Experience

Embracing Innovation and Iteration

Successfully meeting the needs of the Modern Learner is rooted in building a culture of innovation and experimentation. This involves a willingness to embrace new approaches, learn from mistakes, and continually refine programs and processes to better serve student needs.

A key aspect of serving the Modern Learner is pivoting to shorter, more skill-focused program offerings. By aligning curricula with industry demands and ensuring flexibility, institutions can better support students in acquiring relevant skills and advancing their careers.

We actually don’t care anymore about majors…my faculty doesn’t identify their value based on our majors, but by the disciplines.

Dr. Melik Khoury, President of Unity Environmental University

Beyond adapting program design, Modern Learners also require a positive and supportive learning experience. Investing in technology, enhancing student support services, and cultivating a campus culture that fosters engagement and success are essential components of this experience.

Additionally, prioritizing data-driven decision-making is vital to guiding program development and implementation. By using data to assess program effectiveness, track student success, and inform resource allocation and program design, institutions can ensure their strategies are grounded in evidence rather than relying on traditional methods.

Are You Ready to Attract the Modern Learner?

The higher education landscape is changing, and adapting to the needs of the Modern Learner is essential for success. Embracing innovation, moving away from traditional practices, and prioritizing the student experience are critical components for success in today’s learning environment.

Don’t ask me to be innovative and be bound to tradition, be bound to what has come before me, be bound to pedagogy that is tried and true

Dr. Melik Khoury, President of Unity Environmental University

Flexibility, adaptability, and continuous improvement serve as tenets for institutions successful in meeting the Modern Learner’s needs. Institutions that excel in these areas are more likely to distinguish themselves from the competition. By shifting their governance structures, decision-making processes, and faculty training to encourage innovation and flexibility, they can better meet the evolving expectations of Modern Learners and remain competitive in a rapidly changing higher education environment.

The future of higher education hinges on the ability to adapt. By prioritizing innovation, the student experience, and fostering a culture of continuous improvement, institutions can not only survive, but thrive in this new era of learning. To enter this new era of higher education and elevate your institution’s programs to new heights, reach out to EducationDynamics. Together, we can drive meaningful change and achieve your goals.

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September 11, 2024
TikTok Marketing in the Face of Potential Bans
If you’ve scrolled TikTok recently, you might have noticed that some of your favorite creators have started bringing up their other handles, encouraging you to follow them on different platforms. With the ban possibly becoming effective as early as January 2025, this trend is becoming increasingly popular. From micro-influencers to brand giants, creators are taking decisive action, urging their audiences to follow them on alternative platforms as a failsafe. These creators aren’t just reacting—they are leading the pack by ensuring that their followers stay connected, no matter what challenges lie ahead.

As the calendar inches closer to January, the time to rethink and implement your digital strategy is now.

For marketers who have leveraged TikTok’s platform to amplify their brands and connect with consumers in unprecedented ways, the looming possibility of bans or restrictions raises pressing questions about the sustainability of their marketing strategies. As we navigate this pivotal moment in digital marketing history, it’s crucial for marketers to assess the implications of potential TikTok bans and explore alternative strategies to adapt to an evolving landscape.

Understanding the Current Landscape

In April 2024, President Biden signed the “Protecting Americans from Foreign Adversary Controlled Applications Act,” requiring TikTok’s parent company, ByteDance, to find a buyer within nine months or face a nationwide ban in The United States. The legislation, if enacted, would result in TikTok losing all market share in the U.S., effectively removing the app from the country’s digital landscape and preventing millions of American users from accessing its content.

The ban stems from rising concerns over national security and data privacy, given ByteDance’s origins in China. American policymakers and critics of TikTok contend that the Chinese government could gain access to sensitive data and influence Americans on geopolitical issues, both posing significant concerns for American users’ privacy and national security. U.S. Lawmakers have cited these concerns by drawing attention to potential laws that could “allow the Chinese government to secretly demand data from Chinese companies and citizens for intelligence-gathering operations.” Additional concerns include the app’s ability to fuel misinformation through TikTok’s content recommendations. This isn’t the first time these fears have been highlighted, as President Trump attempted to ban the video-sharing app back in 2020.

In May 2024, TikTok responded to President Biden’s proposed ban with a lawsuit, arguing that the bill violates Americans’ First Amendment rights. If the bill succeeds, the ban will remove TikTok from all app stores, effectively hindering the ability for the platform to garner new downloads and provide updates to active users, which would render TikTok obsolete over time.

The ban on TikTok could significantly impact the way marketers manage their advertising. Currently, U.S. ad businesses on TikTok are anticipated to see $10.42 billion in ad revenues in 2024. Furthermore, forecasts anticipate that TikTok will “make up 12% of US social network ad spend and 3.4% of US digital ad spend in 2024.” TikTok’s potential ban underscores the critical need for marketers to stay informed and adaptable, given the platform’s sizeable relevance in the U.S. ad market.

Building a Multi-Platform Ecosystem

In an era of rapid digital evolution, building a multi-platform ecosystem is no longer just a strategy—it’s a necessity. The volatility of social media platforms is no secret. Given recent challenges with platforms like Twitter, now X, we’re well aware of the vast changes in the realm of social media. The potential TikTok ban further underscores the risk of relying too heavily on a single platform. For marketers, this means a single-threaded approach to video marketing is a vulnerability they cannot afford.

One of the most effective ways to mitigate such vulnerability is to diversify. At EducationDynamics, we have long recommended a diversified approach when it comes to marketing at any point in the funnel. This strategy involves distributing your marketing efforts across multiple stages to achieve optimal stability and reach.

Our target audience consumes media across multiple channels and mediums, and always has. New vendors will always appear in the mix to test and integrate into full funnel marketing plans, but it is never recommended to place all your eggs in one basket. We need to reach our audience multiple times across multiple platforms to have effective reach and frequency.

Lora Polich, Senior Director of Awareness Media

Building a robust brand presence beyond TikTok is crucial, and investing in owned media channels such as websites and email newsletters is essential for gaining the most long-term value. An optimized website serves as the hub for your institution’s brand, providing credibility and important information about your institution’s unique offerings.

Similarly, email newsletters play an instrumental role in the student journey by fostering engagement and creating lasting relationships with both prospective and current students. Through personalized and consistent email communications, you will be able to keep your student audiences connected, engaged, and informed on the latest updates and offerings your institution has.

Lastly, it is essential to monitor ongoing regulatory developments and adapt your strategies accordingly. The looming TikTok ban, and ever-changing social media landscape illustrate that shifts can occur at any time. Staying informed about these changes is crucial for being able to pivot your strategy and remain compliant with the latest regulations. By equipping yourself with the most current information, you can ensure that your marketing efforts stay relevant and that you can continue to effectively reach your audience.
Evaluating Alternative Platforms

As the social media environment continues to shift, understanding where your target audience is most engaged becomes increasingly important. In EducationDynamics’ 2024 Online College Student Report, we surveyed students to ascertain their media consumption habits and platform preferences.

According to the report, most online college students reported using Facebook (75%), TikTok (74%), and Instagram (72%) daily. However, a significant portion reported daily use of Snapchat (66%), Twitter (56%), Discord (48%) and LinkedIn (44%).

While Facebook, TikTok, and Instagram dominated daily usage, online college students reported LinkedIn (42%) as the most helpful and trustworthy platform when researching schools. Reddit (33%), Facebook (32%), Twitter (28%), and Instagram (25%) followed in terms of usefulness for this purpose. Only 19% found TikTok helpful for school research.

Given the potential ban on TikTok, the most viable options for delivering video content are LinkedIn for its trustworthiness and strong daily usage, Facebook and Instagram for broader reach and informal engagement, and Facebook and Instagram Reels for further boosting informal engagement and brand building opportunities.

Understanding which platforms are best suited for specific types of content and engagement can help you maximize their potential and mitigate potential losses from a TikTok ban. Prioritizing LinkedIn for research, strategically utilizing Facebook and Instagram, as well as exploring the latter platforms’ reels features for informal engagement opportunities offers a balanced approach to reaching and engaging online students in a changing social media landscape.

Expanding Reach through Multi-Platform Video Marketing

The 2024 Online College Student Report also found that nearly all online college students (98%) consume content from one or more streaming services. Seventy-five percent of online college students stream media daily on YouTube, making it the platform with the largest usage and largest opportunity for schools to build brand awareness and consideration. This highlights the importance of a diverse marketing strategy with a full funnel approach comprised of multiple platforms that deliver personalized messaging tailored to prospective students’ place withing their enrollment journeys.

At EducationDynamics, we encourage video production that can be used across platforms, in a variety of dimensions, and highlights what makes the university unique, such as student testimonials and graduation. By capturing this ‘evergreen’ video, we can quickly shift focus in social media platforms when challenges (or exciting changes like new apps) like this arise

 Caryn Tate, Senior Manager of Digital Marketing

The rise in alternative platforms for video marketing offers marketers a flexible approach by enabling the use of the same video content across multiple channels. This adaptability ensures that marketers can maximize their reach across multiple audiences by tailoring their content to the unique preferences of each platform. Additionally, marketers can now repurpose video files across platforms without worrying about intrusive cropping or coverage by platform-specific icons, titles, or captions. This ‘safe zone’ within a video guarantees visibility on all platforms, reducing the stress of potentially losing valuable messaging.

Consider These TikTok Alternatives for Your Video Marketing Needs:

Instagram Reels 

Facebook Reels

YouTube Shorts

Reddit

LinkedIn

If the TikTok ban goes completely undownloadable, schools need to take away how TikTok changed the social media playing field. It changed how brands entertain while delivering information. Schools can see what content was successful for the platform and how they can develop other content for different platforms. TikTok also showed how quickly audiences can adapt to social media platforms, meaning it is essential to stay up to date with all social media adaptations and changes.

John Michael Szczepaniak, Senior Social Media Strategist

The landscape of higher education marketing, like all sectors in the digital realm, is marked by constant evolution. As both consumers and marketers, we understand the importance of safeguarding our data and audiences across platforms. The potential fate of TikTok serves as a reminder that new platforms will inevitably emerge, challenging the status quo and reshaping how we engage with audiences. Just as marketers have navigated through shifts in platforms in recent years, adaptability and proactivity remain paramount. The resilience of marketers throughout history underscores the industry’s ability to weather such storms. While legal challenges to platforms like TikTok may present hurdles, they are just one of many bumps in the road, and with each challenge comes an opportunity for innovation and growth.

With the uncertainty around platforms like TikTok, now is the perfect time to adopt a multi-platform approach designed for the entire student journey. Our experts can help you build a resilient, full-funnel marketing strategy that drives enrollment, regardless of future shifts. Reach out today to start the conversation.
FAQs About the TikTok Ban

This FAQ section will be regularly updated to reflect the latest developments regarding the TikTok Ban. Check back for new insights and answers to frequently asked questions.

How did we get here?

TikTok’s undeniable popularity surged during the pandemic, with lockdowns driving a significant increase in users. During this time, the app saw a staggering 45% increase in monthly active users from July 2020 to July 2022. According to data from the 2024 Online College Students Report, 74% of online college students who use social media visit TikTok daily. With over 1 billion monthly active users, TikTok quickly became a major player in social media, known for its ability to spark viral trends and innovative marketing opportunities. However, its future is now uncertain due to growing regulatory and geopolitical challenges. As these issues continue to unfold, TikTok’s position in social media has become increasingly uncertain.

What is the current status of the TikTok ban?

While a complete US TikTok ban isn’t in effect yet, the situation is evolving rapidly. Several states have banned TikTok on government devices, and there’s ongoing discussion at the federal level about potential security risks and data privacy concerns.

How might a TikTok ban affect my marketing efforts?

TikTok ban could significantly disrupt your marketing efforts if you rely heavily on the platform to reach prospective students. Losing access to your TikTok audience and content could mean losing valuable brand awareness, engagement, and lead generation opportunities.

Are there any contingency plans I should have in place?

Absolutely. Don’t wait for a ban to happen before you act. Here’s what you should be doing:

Diversify your social media presence: Focus on building a strong presence on other platforms like Instagram Reels, YouTube Shorts, and even emerging platforms relevant to your target audience.

Download and save your existing TikTok content: This way, you’ll have a library of assets you can potentially repurpose on other platforms if needed.

Focus on building your owned channels: Prioritize growing your email list, website traffic, and content marketing efforts to reduce reliance on any single platform.

Engage with your TikTok followers on other platforms: Encourage them to connect with you elsewhere to maintain that connection.

What are the potential alternatives to TikTok for marketing purposes?

LinkedIn: Enables targeted outreach to prospective students during their decision-making process, capitalizing on the platform’s reputation for credible professional networking and industry insights.

Facebook and Instagram: Offer powerful tools for amplifying brand awareness, cultivating vibrant online communities, and driving early-stage engagement through diverse content formats and a vast, active user base.

YouTube Shorts: Provide access to YouTube’s massive audience, allowing institutions to connect with prospective students through engaging short-form video content while also leveraging the platform’s strength in longer-form video.

How can I stay updated on the latest developments regarding TikTok bans?

To stay updated, don’t hesitate to leverage your EDDY resources, as we are always here to help you with your marketing and enrollment journeys! In addition, we recommend following Social Media Today and HubSpot’s Blog as resources for staying aware of the latest industry updates.

Links to additional resources about the latest news about TikTok:
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September 3, 2024