Tag: Marketing

Multi-Channel Marketing Strategies for Schools

Reading Time: 14 minutes

The rapid growth of the internet and social media have created a thriving online space for prospective students to explore educational offerings. It has also paved the way for a vibrant market that educational institutions can explore to attract students and boost their enrollment numbers.

Yet, even as these opportunities arise, schools still have to find the best ways to reach prospective students and their families. To make the most of these opportunities and properly engage the students using these platforms, today’s schools must master Multi-Channel Marketing.

At HEM, we know all about Multi-Channel Marketing and the value it brings to schools. We have over 15 years of experience in education marketing to draw from, so we know the strategies that give the best results. In this blog post, we’ll explore the basics and essentials of multi-channel marketing in higher education.

The information contained here will help schools create and implement an effective and comprehensive multi-channel marketing strategy. This strategy will help them boost visibility, increase engagement, and ultimately drive enrollment growth.

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Understanding Multi-Channel Marketing in Higher Education

What is multi-channel marketing? Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads. Each channel serves a unique purpose, allowing institutions to create engaging interactions that resonate with students.

So why is multi-channel marketing important in education marketing? Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.

Today’s students are digital natives exposed to a lot of information from an unlimited supply of sources daily. Educational institutions must, therefore, maintain a presence across these platforms while tailoring content to their interests and needs.

Digital marketing for schools calls for a specific type of approach. This approach helps schools establish connections and strengthen their brand identity, turning initial curiosity into commitment.

The Importance of Consistency Across Channels

The importance of consistency in messaging with multi-channel marketing can not be overemphasized. When an institution provides a unified message across the board, it reinforces its identity and creates a seamless experience for students. When their messaging aligns, it builds their credibility and makes their message clear enough for the target audience who can, in turn, see the institution as genuine and reliable.

Key Channels and Their Specific Strategies for Multi-Channel Marketing for Higher Education

We start by asking – what is a multi-channel marketing strategy? It is an action plan that aims to reach and engage an audience via multiple channels. For education marketing, it is a set of plans to help schools become more visible and accepted by prospective students.

To create an effective multi-channel marketing strategy, schools should leverage the unique benefits that each platform contributes to the marketing effort. While it is important to maintain a consistent core message across these platforms, it is equally important to tailor approaches for each specific channel. Here’s how your school can achieve this across different platforms.

Social Media

Schools can use social media platforms like Instagram, Facebook, and LinkedIn to build strong connections with prospective students. They can showcase campus life and academic programs through short videos, student testimonials, and campus photos as part of efforts to show glimpses of the day-to-day experience for students. Also, they can share relatable stories and other behind-the-scenes content.

Platforms like TikTok and Instagram which focus on short-form videos can also be used to target younger audiences. Schools can explore this social media space where prospective students thrive. There, they can engage them in authentic, meaningful conversations and sell their offers to this audience.

Example: Randolph Macon College splatters social media images of students partaking in school events across their website. Clicking on any of these pictures will lead you to the social media posts from which the image was culled. These posts show what student life is like at the college.

Source: Randolph Macon College

Paid Advertising

Paid advertising, most notably via Pay-Per-Click advertising and social media ads, helps schools reach highly targeted audiences based on location, interests, and online behaviours.

While your social media ads highlight the lifestyle aspects of campus life and depict an ideal college experience, search ads should be geared toward academic programs and rankings. This makes it easier for institutions to reach the right audience at the right time. The focus here should be on creating clear, compelling calls-to-action (CTAs) like “Apply Now” or “Request Info.”

In addition, students who have previously visited the school’s site or engaged with their social media content can be targeted with “retargeting ads.” This is so the schools remain top of mind when they make a decision.

Example: This photo, culled from Instagram shows a sponsored “Week in the Life” post curated by students of Georgetown University/McDonough School of Business’s MSC in Business Analytics program. The post provides information about the university’s Online Master of Science in Business Analytics program and invites them to learn more with a boldly visible CTA.

Source: Georgetown University | School Instagram

Content Marketing

Institutions can use blogs, videos, and downloadable guides as a resource for selling their offerings to prospective students. They can post informative blog posts like “How to Choose the Right Major” or “Tips for Applying for Financial Aid” and, in the process, answer the questions that prospective students ask and help them make well-informed decisions.

Video content, shown via virtual tours, student testimonials, and even faculty introductions also provide valuable insights into what the campus environment and overall student experience look like.

Example: Here, John Cabot University allows visitors to its website to explore stories, and events, from its alumni, students, and faculty. You can learn important information from these sources from a place of trust and first-hand experience.

Source: John Cabot University

Website and SEO

A good SEO strategy for education marketing plays a key role in shaping how students find schools’ websites online. An optimized, well-designed website that contains relevant information and is easy to navigate can make a huge difference in a student’s SEO experience. By focusing on optimizing key pages that contain relevant information, these schools can steer prospective students toward the information they need.

This information may range from details on specific programs and campus events to admission requirements and tuition fees. Another important tip is to make the website mobile-friendly to cater to students who now research schools from their phones.

Video Marketing

Many schools today are increasingly switching to platforms like YouTube, Instagram Reels, and TikTok to create and showcase video content about their offerings online. Video Marketing for schools uses contents that go from ‘‘day-in-the-life” snippets of current students to tours of facilities and highlights of extracurricular activities.

This type of content bridges the gap between browsing and visiting in person by offering glimpses into the campus experience.

Email Marketing

Email Marketing offers a means for schools to deliver personalized, targeted messages directly to the inboxes of prospective students. This strategy proves particularly effective for keeping leads warm and sharing detailed information about programs, events, and application tips.

Thankfully, schools can now use automation tools to set up drip campaigns that direct students through the enrollment process. This way, they can furnish students with the right content at the right time during each stage of their decision journey.

Example: Here, The London School of Economics and Political Science delivers a personalized email to a prospective student. The email contains registration information and encourages the student to take immediate action with a clear CTA.

Source: London School of Economics

Review Platforms

Finally, review Platforms like Google Reviews or other sites that rank colleges. Positive reviews and testimonials from current students and alumni offer social proof that others have had positive experiences with the school. The reverse is also true.

As a prospective student, you’ll most likely be encouraged by and trust a school more if you come across these positive reviews on the school’s website. If you find thoughtful responses to negative feedback, you may interpret it as a commitment to growth and student satisfaction.

Mapping The Student Journey

To enjoy the benefits of Multi-Channel Marketing efforts, schools must understand the various stages of the student journey. Each phase calls for a different approach and set of strategies to engage with and make meaningful connections with students.

Source: HEM

Awareness Stage

This stage is the beginning of the student’s journey where they are exploring their options and just starting to research potential schools. Schools aim to build visibility and introduce their unique qualities to students at this stage, mostly using social media, blog content, and paid ads.

Consideration Stage

In this stage, students tend to compare their options while also seeking specific information on programs, costs, and campus life. FAQs, financial aid guides, virtual campus tours, and other content that can answer their questions provide value at this stage.

Also, schools can use emails and retargeting ads to provide extra reminders and insights, emphasizing why they may be the best choice.

Decision Stage

The decision stage is the stage where students are set to take action, from filling out applications to scheduling campus visits. At this critical juncture, clear calls to action can help speed up the enrollment process.

Schools can embed these CTAs directly in blog posts and landing pages to capture leads and increase conversions. They should also provide straightforward application instructions, important deadlines, and information on securing financial aid at this stage.

Example: ENSR, shown below, provides links to application forms, contact forms, and tuition information to students who click on the “Apply to ENSR” menu. The next page opens up to a welcome page and caters to students who may have decided to apply to the school.

Source: ENSR

Enrollment Stage

At this stage, the students have decided to attend the institution, so it is now the institution’s prerogative to maintain that connection. Schools may use such onboarding processes as welcome emails, orientation materials, and pre-arrival checklists to help students prepare for their first day on campus.

This way, the schools can ease their new students and in the process, receive commendation and long-term loyalty from the students.

Channel-Specific Strategies For Education Marketing

While schools should aim to be consistent with the core message of their marketing, there’s value in using tailored approaches for each channel they seek to engage students with. For instance, if you were promoting a university open house, you could implement a multi-channel campaign with the following strategies:

Social Media Ads: Short, engaging videos on Instagram and Facebook could showcase a vibrant campus environment and invite students to attend the open house.

Email Marketing: Personalized emails sent to prospective students at various stages of the admissions funnel could provide detailed event information and even offer one-on-one consultations.

PPC Ads

Google Ads targeting students actively searching for open houses or virtual tours could ensure the campaign reaches the right audience.

Landing Page

A dedicated landing page featuring event details and a user-friendly registration form could simplify the sign-up process and increase conversions.

With such a strategic approach, educational institutions can boost event attendance and applications, creating a more engaging and impactful marketing campaign.

Tracking and Measuring Success

Here are some of the key tools that schools can use to ensure the effectiveness of their Multi-Channel Marketing efforts.

Google Analytics: This critical tool helps in tracking website traffic, user behaviour, and conversions across various digital touchpoints. It helps schools identify the channels driving the most traffic and leads so they can adjust their strategies accordingly.

Customer Relationship Management (CRM)

Schools can use platforms like Mautic, Hubspot, or Salesforce, to track individual students interacting across multiple channels. This helps to ensure that there’s consistent follow-up on choices made by the students.

Social Media Analytics: With tools like Facebook Insights and Instagram Analytics, schools can track engagement, reach, and follower demographics to understand which content types resonate most with their audience.

For example, Facebook Insights highlights post reach, allowing schools to identify top-performing content, while Instagram Analytics provides data on story interactions and audience behaviour.

Leveraging these insights, schools can refine their social media strategies, focusing on content that maximizes visibility and engagement with prospective students.

Email Marketing Platforms: Platforms like Mailchimp and Constant Contact enable tracking of open rates, click-through rates, and conversions. They then help to offer insights into how well email campaigns are working.

PPC Campaign Trackers: Use tools like Google Ads and Facebook Ads Manager to monitor clicks, impressions, and conversions. This helps you assess the quality of traffic your paid ads are driving to your school’s websites.

How To Synergize Email, Social Media, Blog Posts, and Paid Ads for Maximum Reach and Engagement

As a school keen on reaching and engaging prospective students, you need to build a cohesive approach that unifies your social media, ads, and blog posts. Here’s how to achieve this.

Create a Unified Campaign Calendar

This is most often the first step towards aligning content across your different platforms. It helps create a connection between the channels you use, so prospective students who explore these channels can always get a clear picture at all times.

You can launch a blog post to introduce a topic, push it further with social media snippets, and proceed to send emails that buttress the message and call for action.

Example: The marketing calendar of one of HEM’s client schools, revealing clear and coordinated schedules for content, social media, email marketing, and paid advertising across several platforms.

Source: HEM

Drive Traffic from One Channel to Another

Students should be moved to visit your other platforms when they check out one of them. One trick is to add links (that lead to a blog post) to a CTA you insert somewhere in a social media post. You can also add social sharing buttons to email newsletters so people who read them can help spread your content.

Use Consistent Branding and Messaging Across Platforms

How can schools build their brand reputation? Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students. The same logos, colours, and taglines should be used across emails, social media posts, blogs, and ads. If you’re promoting an event on different platforms, use the same visuals and phrasing across the board so people can recognize them immediately.

Example: Observe how The London School of Economics and Political Science maintains consistent visuals across their email, YouTube, and website platforms.

Source: London School of Economics

Leverage Audience Segmentation

Segment your audience to deliver tailored content that students at various stages can relate to. You may send unique emails to seniors and juniors or target social ads based on location. Also, reach parents who make key decisions on issues regarding K-12 education and create content that appeals to them and their kids.

Optimize Content Based on Platform Performance

Keep tabs on your engagement across channels to refine your approach when necessary. So, if your Instagram posts highlighting student success stories perform well, you can use that type of content in emails and add to achieve similar results.

Use Automation to Simplify Cross-Platform Synergy

Schools can simplify their content and create consistent messaging across channels using automation tools. An example is the use of automated email sequences to respond to brochure downloads, which can help engage students without manual follow-ups.

Using Automation to Streamline Multi-Channel Engagement

Automation tools, when used in education marketing, can integrate platforms and personalize messaging. This then makes it easier to reach out to prospective students. Here are a few of such tools for schools to consider using:

Customer Relationship Management (CRM) Systems: Schools can use good CRM systems like HubSpot and Mautic to store student information, automate follow-ups, and score leads. This can help admission teams prioritize their student engagement strategies and avoid missing opportunities.

Email Marketing Platforms: With platforms like MailChimp and Hubspot, you can create automated emails that are set off by specific behaviours or actions online. An example is where students receive a follow-up email with more program details when they download a brochure. This helps you sustain and maximize student engagement with minimal oversight.

Social Media Scheduling Tools: Scheduling tools like Hootsuite and Buffer allow you to post across platforms in advance so you can more consistently and promptly drive engagement.

Automated Workflows: Here are several automated workflows, with examples, that schools can use.

→ Triggered Emails Based on Behaviour: These types of emails are automatically sent when a prospective student clicks a link, downloads content, or visits a specific webpage. For example, a prospective student who downloads a program brochure from your website could automatically get a follow-up email offering more details about the program and campus tours, or webinar invites. Another reminder will be sent to the student a couple of days later if they fail to click the link even after opening it.

→ Remarketing on Social Media: Here, students who have not taken action having already shown interest are re-engaged. You can use this strategy if, for instance, a student doesn’t complete an inquiry form after visiting your school’s admissions page. In this case, you can automatically display ads (for a Facebook or Instagram remarketing campaign) that remind the student of application deadlines or show student success stories.

Nurturing Long-Term Leads with Automated Drip Campaigns: Automated drip campaigns help schools follow up on students who are yet to make a decision, by using (for example) a series of pre-written emails sent at specific intervals. As an example, it can involve a school sending periodic emails with useful content, like “What Makes Our University Stand Out,” and “Tips for Completing Your Application” to students who fill out inquiry forms without immediately applying.

Automated Lead Scoring: This is an automated process that assigns a score to each prospective student based on their interactions with your marketing content. This helps to prioritize high-interest students for personal outreach. You can assign higher scores to, say, a student who downloads your school’s brochure and opens three newsletters. This then alerts the admissions team to reach out to them more intently.

Data-Driven Decision-Making with Analytics: Analytics tools like Google Analytics 4 provide insights into what’s working across your channels and allow you to refine your marketing focus. Track metrics like website traffic and conversion rates to make data-driven marketing decisions. This way, you can make informed adjustments and improve student recruitment.

Final Thoughts

As the prospects in education marketing become even more complicated, schools must master and develop the right strategies for Multi-Channel Marketing to thrive. This involves fully understanding the student journey, coordinating campaigns, leveraging diverse platforms, and making data-driven decisions, among other things discussed here.

Ultimately, the successful implementation of multi-channel marketing relies on consistency, strategic planning, and leveraging the unique strengths of each platform. Begin by understanding your audience and their journey, and use the tools at your disposal to make meaningful connections that lead to increased student enrollment. With these strategies in place, you can position your school to enhance its reach, drive engagement, and reach its enrollment goals.

Struggling with enrollment?

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

Frequently Asked Questions

Question: What is Multi-Channel Marketing?

Answer: Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads.

Question: Why is multi-channel marketing important in education marketing?

Answer: Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.

Question: What is a multi-channel marketing strategy?

Answer: It is an action plan that aims to reach and engage an audience via multiple channels.

Question: How can schools build their brand reputation?

Answer: Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students.

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November 27, 2024
2025 Trends in Marketing and Communications

Given my first job out of university was with Vichy L’Oreal where I served briefly as a junior product manager (because I was worth it) I tend to keep an eye of marketing and communication trends, always a moving target. As soon as one has upskilled, or briefed a sub-contractor, the goalposts have moved once again. Nonetheless, largely driven by the furious pace of technological advancements, and the slower shifts in social behaviours, we have seen several trends in 2024.

Platforms like TikTok, Instagram Reels, and YouTube Shorts have continued to rise to dominance in the social media space, with brands leveraging these formats to create engaging, bite-sized content in the form of short-form video content. Alongside this we have seen commercial organisations allocate significant budgets to creator marketing, where influencers and content creators play a significant role in promoting products and services. The two trends together are just now beginning to be leveraged by universities, and to a lesser extent schools, by encouraging students and staff to generate marketable, authentic, content.

Another trend of 2024 has been the nascent use of AI and marketing science to finetune marketing strategies and generate targeted personalise content. This, alongside with focussing on omnichannel, consolidated, messaging regardless of the device or platform promises to be a cost saving approach once embedded.

Everyone is fighting for brand recognition more than ever, so it is not surprising that we see several educational institutions, at all levels, exploring new branding avenues.

As we look forward to 2025, we can already identify several new trends emerging in marketing and communications. Ubiquitous debate about AI and Machine Learning promises to dominate, particularly as it relates to the regulation of responses to sales queries by AI tools. These should produce a wealth of insights into marketing content creation for those organisations that successfully close the loop.

The increasing use voice search across platforms requires institutions to think about how their ‘audio-brand’ runs in a crowded space. If the organisation is the ‘London School of Economics and Political Science’ but everyone who is already in the know says ‘LSE’, not problem. What about those that don’t?

The web is awash with predictions about the impact of AR and VR for 2025, but having presented at a conference in 2019 on AR/VR and Learning Design, and being assured that universal adoption was within 12-18 months… I am still holding my breath. There are great examples of 3D campus walk-throughs, and I suspect for most that works well enough.

The focus for everyone in marketing and communications, in education as much as elsewhere, will (almost) undoubtedly be on the importance of innovation and authenticity. The trend that keeps giving.

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November 14, 2024
Email Marketing for Parent and Community Engagement
Reading Time: 9 minutes

Staying connected with parents and the wider school community has become more important than ever. For K-12 school administrators and marketers, email marketing offers an efficient, cost-effective, and personalized approach to keeping parents informed, engaged, and connected with the school.

In this blog, we’ll explore various effective school email marketing strategies designed to help you increase parent and community engagement. When you follow the essential tips, you’ll be better equipped to build trust, maintain transparency, and foster an active school community. Let’s explore!

Our targeted email marketing services can help you attract and enroll more students.

Discover how we can enhance your recruitment strategy today!

Understanding the Importance of Email Marketing for Schools

Email marketing for schools is powerful as it allows for direct communication with the people who matter most—parents, guardians, and the wider community. In an environment where parents expect real time information, personalized content, and streamlined communication, email is the go-to method that allows you to achieve all three effectively. Parents are eager to be involved in their child’s education.

By ensuring that parents are well-informed about upcoming events, school policies, and student progress, administrators can build stronger connections between the school and the families they serve.

The benefits of email marketing don’t stop there as pictured below, an effective school email marketing strategy can offer increased brand awareness, an avenue for promoting programs and content, a great way to generate new leads, a platform for guiding new prospects down the enrollment funnel, and build relationships. The key lies in using email marketing correctly, focusing on strategies that boost engagement and build lasting relationships.

Source: Higher Education Marketing

Defining Engagement-Based Email Marketing

For schools, engagement is arguably the most crucial metric of email marketing. The success of your campaign depends on your emails being opened, read, and prompting the desired action outlined in your message.

With this in mind, What is engagement-based email marketing? Engagement-based email marketing focuses on creating emails that grab attention and encourage people to interact with them, standing out from the many emails they receive daily.

Consistency is key in engagement-based email marketing. The more frequently you send relevant messages to the right people that encourage action, the more likely you are to turn them into loyal subscribers and active members of your school community over time.

Join us as we outline ten essential tactics for cultivating the engagement that your school needs to build a stronger relationship with parents, prospects, and your community.

1. Segment Your Email List for Personalized Communication

The first step in effective email marketing is creating segmented email lists. Not all parents and community members need the same information, and delivering relevant content to each group is critical for engagement.

Segmenting your email list allows you to target the right group of parents with messages specifically designed for them. This personalization ensures that the content you send out resonates more with the audience, resulting in better engagement rates.

Segmentation is central to the email marketing function of our open-source marketing automation platform, Mautic CRM. You can segment your contacts based on a multitude of criteria including admissions stage, program, and location, ensuring that each prospect receives the right message at the right time, inciting them to take the next desired action and move down the admissions funnel.

Example: Here, you can see how Mautic’s contact segmentation function allows you to track leads based on the language they speak, whether they’ve completed a registration form for any event you’re promoting, the nature of their relationship with your school, which of your school programs interests them, and more.

Source: Higher Education Marketing | Mautic

2. Craft Clear and Engaging Subject Lines

The subject line is the first thing parents see when they receive your email, and it plays a significant role in determining whether or not they open it. When crafting subject lines, keep them concise, informative, and engaging.

Highlight the key point of the email so parents immediately know what to expect. Personalization also works wonders in subject lines—try including the recipient’s name or their child’s class to make the email feel more personal and targeted.

Example: Here, Randolph-Macon Academy writes a clear, direct subject line in one of their emails. Long, meandering subject lines with no clear indication of what your email is about are more likely to be ignored so, always aim for short and snappy. Using a humorous tone when possible is also quite effective for catching readers’ attention through subject lines.

Source: Randolph-Macon Academy

3. Use a Mobile-Friendly Email Design

In today’s busy world where many parents lead an ‘on-the-go’ lifestyle, many parents will likely read your emails on their smartphones. Therefore, optimizing your email for mobile devices is crucial.

This means using a responsive email template that automatically adjusts to different screen sizes and keeping the content concise so parents don’t have to scroll endlessly. By making your email accessible on mobile, you’re ensuring busy parents can stay informed wherever they are.

Example: Pictured below are Mautic email templates. They are compatible with desktop and mobile devices allowing you to reach parents and community members wherever they are.

Source: Higher Education Marketing | Mautic

4. Include a Call to Action (CTA) That Encourages Engagement

Every email you send should have a clear purpose, and that’s where a strong CTA comes into play. Whether it’s asking parents to RSVP for an event, complete a survey, or check out the school’s latest blog post, the CTA should be easily identifiable and action-oriented.

Effective CTAs include:
- “Sign Up for the PTA Meeting Here”
- “Take Our School Climate Survey”
- “Download Your Child’s Homework Schedule”
The CTA should also stand out visually—consider using a button with a contrasting color or a bold link to draw attention as pictured in the example below.

Source: Randolph-Macon Academy

5. Focus on Storytelling to Build Community

Emails that tell a story are much more likely to resonate with parents than those that only provide logistical information. Consider using email marketing as an opportunity to share stories about what’s happening at your school. Highlight student achievements, community events, and teacher spotlights. You can even share testimonials from parents or alumni to build trust and show the impact your school is making.

Storytelling humanizes your school, makes the content more engaging, and fosters a deeper connection between parents and the school community.

6. Set up an Automated Welcome Series for New Parents

New parents often feel overwhelmed when joining the school community and email can be a great way to make them feel welcome and informed. Create an automated welcome email series that introduces them to the school, provides helpful resources, and invites them to important upcoming events.

The welcome series can include:
- A welcome message from the principal
- Information about school policies and resources
- Links to important documents (e.g., school calendar)
- Invitations to join parent groups or sign up for the school newsletter
This helps new parents feel engaged and informed from the start, setting the tone for a positive relationship with the school. Automation isn’t only beneficial for sending welcome messages. Mautic enables you to save time and reach the right contact by automating any type of email interaction depending on various criteria.

Example: Mautic enables you to create emails that cater to specific segments within your contact list, send messages automatically, and time them perfectly depending on the nature of the interaction. See how simple the process is in the image below.

Source: Higher Education Marketing | Mautic

7. Share Important Updates and Reminders Consistently

Consistency is key when it comes to email marketing. Sending regular updates and reminders helps keep parents informed about important dates and events, such as school holidays, parent-teacher conferences, and extracurricular activities.

You don’t need to send emails every day—weekly or bi-weekly updates can suffice. Just make sure the frequency is enough to keep parents in the loop without overwhelming them. You can also create a predictable schedule so parents know when to expect updates (e.g., a weekly newsletter every Monday morning).

8. Use Analytics to Measure Engagement and Improve Content

One of the biggest advantages of email marketing is the ability to measure engagement through analytics. Most email marketing platforms provide metrics such as open rates, click-through rates, and conversion rates. Use these insights to understand what types of content resonate most with parents.

For example:
- If your open rates are low, consider experimenting with different subject lines.
- If parents aren’t clicking on your CTA, try adjusting its placement or wording.
Analyzing these metrics allows you to refine your email strategy over time, ensuring that you’re always improving engagement with parents.

Example: Use Mautic Campaign Statistics to track the engagement of each email and predict the behavior of your contacts.

Source: Higher Education Marketing| Mautic

9. Incorporate Visuals and Multimedia for a More Engaging Experience

Visual content— photos, videos, and infographics—tends to capture attention more effectively than text alone. Including multimedia in your emails can make them more engaging and visually appealing. Share pictures from recent school events, videos of students’ performances, or a short introduction from a teacher.

Multimedia doesn’t just make your emails more attractive; it also provides a way to showcase what’s happening at the school, allowing parents to feel more involved even if they can’t physically be there.

10. Foster Two-Way Communication Through Surveys and Feedback Forms

Email marketing shouldn’t just be about sending information to parents—it should also be a way to collect feedback and facilitate two-way communication. The result is a more actively engaged school community that offers a host of benefits to your school brand and the education of your students.

You may be wonderfing specifically how to increase engagement through email marketing. Try using your email campaigns to invite parents to share their thoughts and opinions on various aspects of school life. For example, include a link to a survey asking for feedback on recent events or ask parents what topics they’d like covered in future newsletters. This approach makes parents feel that their voice matters and fosters a sense of partnership between the school and the community.

Let’s Review: The Role of Email Marketing in Parent and Community Engagement

Email marketing is a powerful tool that, when used effectively, can drive meaningful engagement between schools, parents, and the wider community. At its core, email marketing is about building trust and fostering relationships.

Schools that use email to maintain transparency with parents—sharing successes and challenges—are more likely to create an environment where parents feel comfortable getting involved. When parents trust the school, they are more likely to attend events, support fundraising efforts, and engage in their child’s education.

Use your email campaigns to provide insight into what’s happening within the school, such as new initiatives, changes in policy, or upcoming projects. By sharing this information openly, you’re helping to build a sense of trust and shared responsibility with the entire community.

The key lies in crafting relevant, personalized, and engaging content that meets parents where they are—whether that’s on their phones, at their computers, or scrolling through their inbox on a busy day.

By following the ten tips we’ve discussed so far, school administrators and marketers can create email campaigns that foster a deeper connection with parents, build trust, and ultimately enhance the overall school experience for students and families alike.

Remember that email marketing is not just about disseminating information. Rather, it’s about telling the story of your school, involving parents in their child’s education, and building a community where everyone feels valued and heard.

As you refine your email marketing strategy, keep these tips in mind and focus on delivering content that adds value, fosters engagement, and builds a lasting connection between your school and the community it serves.

Our targeted email marketing services can help you attract and enroll more students.

Discover how we can enhance your recruitment strategy today!

Frequently Asked Questions

Question: What is engagement-based email marketing?

Answer: Engagement-based email marketing focuses on creating emails that grab attention and encourage people to interact with them, standing out from the many emails they receive daily.

Question: How to increase engagement through email marketing?

Answer: Try using your email campaigns to invite parents to share their thoughts and opinions on various aspects of school life.
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November 6, 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
Higher Education Marketing Job Titles and Salaries

Elevate your marketing team with strategic expertise

Does your higher education marketing team have what it takes to capture the attention of right-fit students in a competitive landscape? Marketing budgets can be tight, but without the right mix of talent, increasing your ability to reach and convert key audiences, clearly connect upstream efforts to enrollment outcomes, and producing actionable marketing intelligence will be a constant challenge.

Dive into our latest infographic to uncover the key roles essential for enhancing the student journey and driving a robust return on investment.

If you hired them all, you could spend $1M+ in annual salaries alone. But you don’t need all the roles all the time. Hire the ones you do and outsource the part-time or specialized roles where you can.

Partner with Collegis to expand your marketing approach

Ready to assemble a marketing super team that engages students with personalized, AI-driven experiences at scale? Join forces with Collegis Education to access tailored marketing services that maximize the data, tech, and talent you already have.

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MBA marketing projects let students use their book knowledge in real business situations. They learn skills like market research, data analysis, and strategy making. Plus, they make professional contacts that could help their careers later.

What are some popular topics for MBA marketing projects related to branding and positioning strategies?

Popular topics include checking brand value and making strategies for changing or refreshing a brand. Students also work on creating marketing plans to improve a brand’s image and stand out in the market.

How can MBA marketing projects help students understand consumer behavior and develop effective retention strategies?

These projects look into what makes customers loyal and how they make buying decisions. They focus on managing customer relationships, improving customer happiness, and making a brand stand out from others.

What are some emerging trends and innovative strategies that MBA marketing projects might explore?

Projects might look into digital marketing, using artificial intelligence in marketing, and how social media fits into marketing plans. They also cover using games in marketing and how data changes marketing strategies.

Where can MBA students find inspiration for their marketing project topics?

Students can get ideas by looking at industry trends, studying case studies, and doing market research. Talking to professors, industry experts, or going to marketing events can also give them new ideas and insights.

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