In full disclosure, I work in higher education marketing. But I’m here to say: Marketing can’t fix a bad program. OK, maybe “bad” is too strong of a word, but degree programs that aren’t aligned to the modern learner’s needs and expectations — or the job market — can be challenging. Let’s discuss.
For this article, we’ll primarily focus on adult online learners. And these prospective students are very different from those coming right out of high school. According to Common App, first-time college students apply to about six different colleges, on average. The online learner typically inquires with only two institutions, according to an EducationDynamics report, and 45% apply to just one.
What does this mean for schools with online programs? You have to get in front of your target audience quickly and make your case clearly. But if you don’t have the right mix of features or programs for these students, it doesn’t matter if your marketing is excellent.
Give Online Learners What They Need
Online learners typically work at least part time and often full time. They have different needs and expectations for their higher education experience. They need flexibility. They also don’t want to be in school longer than necessary. Most are earning a degree to improve their career options.
Below are a few things to consider when formatting your programs and processes for online students.
Efficiency
Once online learners have decided to take the step of applying, they’re committed and want to get started quickly. According to the EducationDynamics report, 80% enroll in the school that admits them first, and more than 50% expect to begin courses within a month of being admitted.
That means admissions teams have to move quickly and the programs must offer multiple start dates per year. If you make prospective students wait, you lose out. Delays can make an otherwise good program fall into the “bad” category.
This one can be challenging. You need enough students to merit multiple start dates. That’s where that good marketing comes in!
Relevant Skills
Online learners choose online because they’re working and need a flexible school schedule to accommodate their work and personal commitments. But let’s focus on the work part here. These students need skills and credentials that will boost their earnings and opportunities. That’s one of the most cited reasons for returning to school.
So, again, the degree must match the skills students need to find work. If the only online programs you offer are in computer science, you may find that you’re wasting your marketing dollars. Yes! Computer science! In the age of artificial intelligence (AI), computer science and engineering graduates are struggling to find work.
Personal opinion: Liberal arts and studies will become more important if they can teach students the durable skills needed in the AI era — communication, critical thinking, and research skills.
Clear Information
Degree program pages and websites sometimes obscure information users need to make decisions. And we saw above how quickly online learners are making decisions and want to get started. If your program page hides costs, financial aid information, credit hours, and requirements, you’re going to drop out of their consideration set.
Online learners want to weigh available information and make informed decisions. Some will certainly have price sensitivity, but it’s not the only consideration, so don’t hide tuition rates and fees. The EducationDynamics report notes that “flexibility can even overcome cost, with 30% of respondents indicating they would enroll at a more expensive institution if the available format, schedule, or location were ideal.” Show your cards. Let the students make their decisions with the information available.
If your program doesn’t meet student requirements in this area, marketing won’t make a significant impact on your enrollments.
Be Discriminating in Your Marketing Spend
Sometimes there are politics at play or other reasons to market or support certain programs, but when possible, be thoughtful and intentional about where you spend your marketing dollars. Because marketing can’t solve for a challenging program, you must put your budget toward programs that meet student needs, including those that meet the criteria above.
It’s tempting to give equal shares to all programs, but unless you have an unlimited budget, that’s not the best use of your funds.
If you must give some marketing love to all programs, even the “bad” ones, try a brand-focused approach that connects to an all-programs page. For example, send some limited traffic to a dedicated landing page that briefly covers all available programs. That way, you’ve covered the challenged programs without dedicated resources.
Use the remainder of your budget on programs that align with students’ needs, so you can enjoy a lower cost per enrollment. Who doesn’t love a “chase the winners” strategy?
Need More Help?
Archer Education has deep expertise in both of these areas: marketing and program assessments. Our Strategy and Development team can help you take an unfiltered view of your programs and processes to create a plan for future success, even as the market shifts. If you have good programs and need marketing support, we’re here for that, too.
How Denison Edge partnered with Collegis to clarify brand identity, launch a content strategy, and rebuild its website to drive user growth.
Denison Edge, an initiative by Denison University, equips students, graduates, and professionals with in-demand, industry-relevant skills through stackable micro-credentials. To support ambitious enrollment goals and elevate its brand presence, Denison Edge turned to Collegis Education for strategic marketing support and a digital refresh. With a small internal team and big aspirations, Denison Edge sought to better articulate its value proposition and reach more prospective learners through a high-performing, content-rich website.
The Challenge
Denison Edge needed to amplify registrations for its non-credit programming while refreshing its brand presence to reflect its forward-thinking approach. The organization faced key limitations:
Limited internal marketing capacity
Lack of a cohesive brand voice
Outdated website UX and SEO
Urgent need to launch new high-demand programs in finance, marketing, analytics, and AI
Together, these challenges underscored the need for a strategic partner to help Denison Edge scale effectively and stand out in a competitive market.
The Solution
Collegis delivered a set of tailored services to expand visibility, support program growth, and enhance digital experience:
Brand Voice Workshop Facilitated an on-site session with university stakeholders to define a clear, compelling brand voice, behavior, and tone — establishing the foundation for all future communications.
Content Strategy Developed a comprehensive content roadmap, including a new blog, article templates, writing guide, and SEO-informed article concepts to empower internal marketing teams.
Website Strategy and Optimization Conducted in-depth UX and SEO audits pre- and post-launch, guiding the redevelopment of the Denison Edge website. The rebuilt site now delivers a seamless experience tailored to prospective learners and employers.
The Results: Stronger Presence, Measurable Growth
Within four months of relaunching the website, Denison Edge experienced marked improvements in site traffic and user engagement:
+21% YoY increase in total users
+16% YoY growth in sessions and new users
96% increase in Rental Space page traffic
1,284 sessions on new Registration page
310 sessions on new Business Immersion page
The top-performing pages — including Programs and Homepage — also achieved +16% YoY growth, confirming the success of the site redesign and content strategy.
Ashley Nicklay
Sr. Director – Student Lifecycle, Collegis Education
The Takeaway: Strategy and Storytelling Drive Digital Success
The Denison Edge case study illustrates the impact of aligning brand clarity, content strategy, and digital design. Through partnership with Collegis, Denison Edge built the foundation for ongoing growth — positioning itself as a leader in flexible, career-focused education.
Transform Your Digital Presence with Collegis
Want to grow visibility and enrollment for your programs? Contact Collegis to explore how brand and digital strategy can help you lead with confidence.
Let’s Start Writing Your Success Story
See what’s possible when strategy, creativity, and execution come together. Partner with Collegis to turn your challenges into outcomes worth sharing.
Facing challenges in enrollment, retention, or tech integration? Seeking growth in new markets? Our strategic insights pave a clear path for overcoming obstacles and driving success in higher education.
Unlock the transformative potential within your institution – partner with us to turn today’s roadblocks into tomorrow’s achievements. Let’s chat.
From generative AI to shifting student expectations, higher ed marketing in 2025 is a whole new game. And institutions that fail to adapt risk falling behind.
The past few years have brought seismic shifts to the way colleges and universities connect with prospective students. From AI-driven search to heightened public scrutiny of higher education’s value, the marketing landscape looks very different than it did even three years ago.
Institutions now operate in an environment where:
Search behavior is changing as generative AI delivers instant answers that bypass traditional search results.
Trust is under pressure as students and families weigh the true return on a college investment.
Student journeys are more complex with expectations for personalized, multi-channel engagement from first inquiry through alumni relations.
Data integrity is paramount as analytics get clouded by bots and misleading signals.
The good news? These changes also open new opportunities for colleges and universities to stand out with authentic storytelling, data-driven strategies, and student-centered engagement.
Keep reading to discover five of the most important higher education marketing trends in today’s landscape — and how institutions can adapt to thrive in this new era.
5 Higher education marketing strategies to keep your institution ahead
Before diving into the specifics, it’s important to recognize that these strategies build on one another to reflect today’s most pressing challenges and opportunities in higher ed marketing.
Here’s a closer look at the strategies every institution should be considering today:
1. Optimizing for the AI searcher
Generative AI is redefining how prospective students find information. Zero-click searches — where answers appear directly in AI Overviews like Google’s AI-generated summaries or conversational search tools — now account for the majority of queries. That’s a paradigm shift for higher ed marketing.
Organic traffic has dropped dramatically, in some cases by more than 30%. But while volume is down, conversion rates are rising, as the students who do land on institutional websites are more informed and further along in their decision-making.
Strategic response To adapt, institutions must embrace Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). This means:
Creating structured, conversational content designed for AI retrieval.
Prioritizing FAQs, clear definitions, and outcome-driven data.
Diversifying traffic sources with a mix of SEO, paid campaigns, and strong digital experiences.
This is no longer just an SEO shift. It’s a cornerstone of higher education marketing strategy for 2025 and beyond.
2. AI-supported, human-centered creative
AI is now embedded in higher ed marketing workflows, helping generate campaign ideas, personalize messaging, and predict outcomes. But the real competitive edge comes when AI enhances, not replaces, human creativity.
Approach for higher education marketing teams
Use AI to accelerate production: ideation, headlines, personalization cues.
Keep teams focused on authentic, human-driven storytelling.
Build a culture that values both technological fluency and creative intuition.
This approach delivers efficiency while preserving empathy — critical when communicating complex outcomes like institutional ROI or program value. This balance is what separates innovative higher education marketing trends from short-lived tactics.
3. Building institutional trust
Public skepticism about the value of higher education is rising. Families are asking: Is the investment worth it? What outcomes can we expect? With the demographic cliff looming, institutions must double down on proving their value.
Strategic levers for higher ed marketing
Spotlight outcomes: Share data on job placement, graduate earnings, and alumni success stories.
Showcase testimonials: Humanize ROI with student voices and career impact narratives.
Reinforce program value: Use research and rankings to strengthen credibility.
Trust is now a competitive differentiator. Institutions that clearly communicate value, ROI, and outcomes position themselves for long-term success in a skeptical environment.
4. Cross-lifecycle marketing
Higher education marketing strategy can no longer stop at the inquiry. The student journey is long, nonlinear, and filled with digital touchpoints that extend well past enrollment.
How to approach it
Use remarketing to reinforce brand and program value throughout the funnel.
Engage students across the lifecycle — from inquiry to enrollment to retention and even alumni relations.
Tailor content to each stage, aligning messages to nurture confidence, reduce uncertainty, and strengthen connection.
Success isn’t always about clicks or form fills. Sometimes the goal is reassurance, engagement, or retention. Adopting lifecycle-based KPIs ensures institutions are measuring what truly matters.
5. Bot mitigation
Bot traffic is a growing challenge for institutions. Automated hits can inflate website visits, distort engagement metrics, and ultimately mislead decision-makers about which campaigns are working. When analytics are clouded by non-human activity, institutions risk allocating resources to the wrong strategies and missing opportunities to connect with real prospective students.
Best practices for higher ed marketing teams
Set up filters in Google Analytics to remove known bot traffic.
Partner with bot mitigation providers to extend protections to include inquiry and application forms, safeguarding against fraudulent submissions.
Regularly audit campaign data to ensure accuracy.
Clean data leads to better decisions and in higher education marketing, clarity is non-negotiable.
Embracing the future of higher ed marketing
The most effective higher education marketing strategies today are those that combine technology with authenticity. AI search and personalization will continue to evolve, but the fundamentals remain constant: institutions must build trust, deliver value, and guide students throughout their entire lifecycle.
Collegis Education partners with institutions to design and deliver data-enabled marketing strategies that drive enrollment, build trust, and support student success. Let’s talk about what that could look like for your campus.
Innovation Starts Here
Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.
Ashley Nicklay is the Senior Director of Student Lifecycle at Collegis Education, where she focuses on strengthening the connection between marketing and enrollment to create a seamless, student-centered journey. With more than 15 years of higher education experience, Ashley has seen firsthand the powerful outcomes that emerge when these functions work together. In her current role, she is committed to advancing that collaboration—not as separate silos, but as one team supporting every step of the student experience.
Email remains one of the most effective ways for colleges and universities to connect with their audiences. Unlike social platforms that limit reach through algorithms, email marketing for educational institutions provides a direct line to prospects, parents, students, alumni, and partners, people who have already chosen to hear from you. It’s measurable from start to finish, integrates easily with CRMs and student information systems, and can be automated to deliver timely, relevant messages.
The numbers back it up: across industries, email consistently produces one of the strongest returns on investment of any channel. In higher education, the impact is even greater when schools combine clean data with thoughtful segmentation, personalization, and creative storytelling. In practice, email often becomes the foundation of a recruitment strategy, supporting everything from initial outreach to alumni engagement.
This guide brings together proven email marketing best practices for educational institutions. Alongside examples and trusted resources to help your team build campaigns that not only perform but also feel authentic and meaningful to the people you’re trying to reach.
Struggling with enrollment and retention?
Our email marketing services can help you generate more leads!
Where Email Fits in the Student Journey
Email plays a role at every stage of the student journey, from the first moment of discovery through to lifelong alumni engagement. What makes it so effective is its ability to deliver the right message to the right person at the right time.
Awareness: Introduce programs, highlight scholarships, and showcase campus life with engaging stories that spark curiosity.
Consideration: Share degree guides, student experiences, faculty spotlights, and invitations to virtual or in-person events.
Decision: Provide deadline reminders, financial aid instructions, advisor booking links, and follow-up checklists that help prospects commit with confidence.
Onboarding & Retention: Support new students with orientation details, academic advising reminders, wellness resources, and career services updates that strengthen their connection to your institution.
Alumni & Advancement: Keep graduates engaged with mentorship opportunities, continuing education offers, impact reports, and giving campaigns that showcase the value of staying involved.
Example in practice:The University of Alberta has built a structured email journey for international prospects, connecting them with advisors and surfacing key requirements at each stage of the process. This ensures that students receive timely, relevant information tailored to their current stage in the decision-making process.
Best Practices for Higher Education Email Marketing
To make email marketing for educational institutions truly effective, schools need more than just frequent sends; they need strategy, structure, and respect for their audience. The best-performing campaigns are built on trust, relevance, and timing.
That means starting with a clean, permission-based list, segmenting by intent, and delivering value at every step of the journey. Each best practice below focuses on how colleges and universities can move beyond “batch and blast” tactics to create meaningful, high-ROI conversations with students, parents, alumni, and partners.
1. Build a Permission-Based, High-Intent List
The strength of your email marketing starts with the quality of your list. Buying addresses might look like a shortcut, but it usually leads to poor engagement and deliverability issues. Instead, focus on capturing leads through owned, value-driven channels.
Program pages with downloadable guides, open house registrations, scholarship calculators, and career snapshots are all proven ways to attract high-intent prospects. Keep sign-up forms short, just name, email, and one preference field, then use progressive profiling to enrich data over time.
Example: George Brown College attracts prospective students by offering downloadable program guides in exchange for email sign-ups. Because students self-select the guide they want, the college immediately knows their area of interest and can trigger tailored follow-up campaigns. This approach builds a fully permission-based list where every contact has explicitly indicated their intent, making subsequent outreach more relevant and effective.
Segmentation is the most consistent way to boost engagement and conversions in higher ed email marketing. Instead of sending broad blasts, divide your audiences by lifecycle stage, program interest, geography, or even behaviour, for example, attending a webinar or abandoning a form. This allows every recipient to receive content that feels timely and relevant. Segmentation also prevents fatigue by cutting down on irrelevant sends, which in turn protects your sender reputation and keeps unsubscribe rates low.
How can segmentation improve the effectiveness of email marketing for higher education? Segmentation makes emails more relevant, which increases engagement. For example, international prospects segmented by country can receive updates on visas and housing, while domestic students see local funding options. Segmenting by lifecycle stage, program, and behaviour helps improve click-throughs and leads to better-qualified student interactions.
Example:Humber College’s international portal structures content by region and need, ensuring students see information on study permits, housing options, and support services tailored to their home country. This kind of geo-segmentation can be mirrored in email journeys, for instance, sending region-specific pre-arrival checklists or visa guidance, so that communications land with stronger relevance for each subgroup of students.
True personalization goes deeper than inserting a first name in the subject line. In higher education, it means dynamically adjusting content blocks based on program interest, geography, or behaviour.
For example, prospective Nursing students should see different resources than prospective Business students. International applicants may need tuition estimates in local currency or immigration guidance. Behavioural triggers, like a reminder to finish an application, show prospects you’re paying attention to their journey.
Why is personalization important in higher education email marketing? Personalization helps students see themselves at your institution. Tailoring emails by program, start term, or action, such as reminding them of an unfinished application, makes communication feel relevant and timely. This reduces fatigue and unsubscribes while guiding students toward conversion more effectively than generic messages.
Example:Arizona State University has invested in dynamic email content that highlights degree options, campus resources, and next-step reminders based on each student’s profile data. ASU’s own email marketing guidelines encourage the use of personalized fields and scripting for tailored messaging, ensuring that outreach feels individually relevant and helpful rather than generic.
4. Write Subject Lines and Previews That Earn the Open
Subject lines and preview text are the most decisive factors in whether an email gets opened. In higher education, a few consistent principles stand out:
Specificity: call out the program or event directly (“Early Childhood Education: Virtual Info Session Tomorrow”).
Urgency and utility: use time-sensitive reminders, but avoid spammy tactics (“Last 48 hours for residence priority”).
Length: keep subject lines to 45–50 characters, and use preview text to complete the thought and front-load value.
Testing: run A/B tests where possible: subjects, preheaders, and sender names (e.g., “Admissions at Seneca”) are all worth experimenting with. Emoji can work sparingly for student audiences.
Example:The University of Arizona’s marketing team advises keeping subject lines concise (30–50 characters) and imbued with a sense of urgency, while still indicating the email’s content. Their guidelines echo what many have found: clear, direct subject lines (often including deadlines or event details) tend to lift open rates, because recipients immediately grasp the email’s value.
In a nutshell, what are the best practices for creating engaging subject lines in higher education email marketing?Keep subject lines clear, specific, and under 50 characters. Highlight benefits like deadlines, outcomes, or events, and use preheaders to expand the message. Test frequently with A/B experiments, and consider humanized sender names (e.g., “Admissions at [School]”) to increase open rates without relying on gimmicks.
5. Design Mobile-First and Accessible
Most students and parents first open emails on their phones, so mobile-first design isn’t optional. Use responsive templates, 16-pixel body text, and tappable CTAs with enough space to avoid errors. Break content into scannable blocks with headings and subheads, and avoid image-only buttons.
Accessibility should be built in: add alt text, maintain contrast ratios, and caption videos. Keeping one clear CTA helps prevent distraction while making the path forward obvious. Load times matter, too. Opt for system fonts, compressed images, and videos hosted externally.
Example:The University of Toronto’s Future Students portal provides a good model for digestible, mobile-friendly content blocks. Information is organized in concise sections and bullet points that mirror best practices for responsive email design. By structuring content for quick scanning on a small screen, U of T ensures that key messages (from program highlights to “Apply Now” links) remain prominent and actionable even on mobile devices.
How often you email matters as much as what you send. A thoughtful cadence keeps your audience engaged without overwhelming them. Consider these practical benchmarks:
Prospects: 1–2 emails per week; increase frequency near application deadlines or events, then cool down.
Applicants/Admitted Students: Send transactional updates and personalized nudges; shield them from generic blasts.
Enrolled Students: A weekly digest from student affairs or the registrar is usually sufficient, plus urgent communications when needed.
Alumni: monthly updates with stories, impact reports, and targeted appeals tied to affinity or giving campaigns.
Example:The University of Rochester balances its email frequency by audience: it sends all current students, faculty, and staff a brief daily bulletin for campus-wide announcements, but for undergraduates, it also delivers a focused weekly newsletter highlighting only the most important deadlines and updates for the coming week. This approach keeps students informed and on track (e.g., keeping current on scholarship deadlines or add/drop dates) without inundating them with multiple emails per day, illustrating how strategic timing and pacing can improve engagement.
The best emails guide students toward small, progressive steps that build confidence and commitment. Think of calls-to-action (CTAs) as a series of micro-conversions leading to the big one: enrollment.
Early stage: “Download the Business Degree Guide.”
Mid stage: “Register for the Sept 12 Virtual Info Session.”
Late stage: “Finish Your Application” or “Book a 1:1 with Admissions.”
Example: Concordia University encourages one-on-one engagement by making it easy for prospects to connect with recruitment advisors. In their outreach and on their website, Concordia invites prospective students to “Speak with a recruiter” and provides direct contact links for regional advisors.
By embedding advisor contact/booking links in recruitment emails, they effectively turn email into a two-way channel, and prospects can immediately take the next step of scheduling a conversation, which is often a key conversion on the path to enrollment. This kind of CTA (e.g., “Book a 1:1 Advising Appointment”) helps move students from interest to action at the decision stage.
Automation ensures no student falls through the cracks. It also frees staff time by replacing one-off sends with structured flows. At a minimum, schools should build:
Welcome or nurture series by program cluster (3–5 emails over 10–14 days).
Event workflows: registration confirmation → reminder emails (24 hours and 2 hours before) → post-event follow-up with recording and next step.
Application rescue: reminders for incomplete applications, missing documents, or deposits.
Example:The University of Georgia’s admissions office uses automated “incomplete application” emails to prompt action from applicants. About 10–15 days after a student applies, if any required materials are still missing, UGA’s system sends a notification to alert the student. This kind of trigger-based outreach (in UGA’s case, coupled with a status portal for real-time updates) helps increase completion rates by nudging students at the right moment. Ensuring more prospects finish their applications and none are unknowingly left behind due to missing paperwork.
Testing makes email performance predictable. Without it, you’re guessing. To get reliable insights, follow a structured method:
Hypothesis: define what you’re testing and why (e.g., “Clearer subject line → higher open rate”).
Minimal variable: test one change at a time: subject, CTA wording, or design. Not everything at once.
Sample & duration: send to enough recipients for statistical significance, and let the test run its course.
Centralize learnings: record results in a shared log and bake winners into future templates.
This discipline helps schools turn experimentation into ongoing optimization, rather than one-off guesswork.
Example: Arizona State University’s email marketing team bakes A/B testing into its processes and training. In fact, ASU’s internal Marketing Academy offers specific sessions on email A/B testing best practices. By systematically experimenting, for instance, testing whether an email from “Admissions at ASU” versus a personal advisor name yields a higher open rate, or which subject line phrasing drives more clicks, universities like ASU turn anecdotal hunches into data-backed decisions. The result is a cycle of learning where each campaign performs better than the last, based on real audience insights.
A great email program doesn’t just send, it learns. Schools should define KPIs at each stage of the student journey and connect systems so results tie back to outcomes that matter.
Top of funnel: track deliverability, open rates (adjusted for privacy changes), and click-through rates (CTR).
Mid-funnel: measure landing-page engagement, event registrations, and advisor bookings.
Bottom of funnel: monitor application starts and completions, offers accepted, and deposits paid.
Lifetime value: go further with retention term-to-term, alumni engagement, and giving participation.
Tools make this possible. Google Analytics 4 allows schools to set and track conversion goals across web and email touchpoints. Marketing automation platforms like HubSpot, Mailchimp, and HEM’s Mautic provide email-level reporting, lifecycle attribution, and integration with CRMs or student information systems.
The real power comes when those metrics are connected—so you can see not just who opened, but who enrolled. That’s how email proves its ROI in higher education.
Example: UMass Amherst provides a powerful case study in data-driven email marketing. After consolidating campus communications onto a single platform, they now rigorously track email performance and outcomes. In 2022, UMass separated its email sends into transactional vs. commercial categories to better gauge effectiveness. The university sent 6.7 million marketing (commercial) emails with a 61% open rate and only a 0.10% unsubscribe rate, about half the industry benchmark.
These granular metrics (including year-over-year improvements in opens and clicks) are tied back to student engagement and enrollment outcomes. By monitoring and sharing such results, the UMass team can conclusively demonstrate email ROI in higher education, for instance, showing that automated, targeted campaigns directly led to more applicants completing their files and more students registering for classes
Deliverability, Privacy, and Compliance Essentials
Even the best-designed email is wasted if it never reaches the inbox. To protect deliverability and ensure compliance, schools need to focus on three pillars: technical health, consent, and governance.
Authenticate your domain with SPF, DKIM, and DMARC. Align subdomains for bulk mail so your institution sends with a verifiable identity.
Maintain list hygiene by removing hard bounces automatically and applying “sunset rules” for long-inactive contacts. This keeps the sender’s reputation strong.
Comply with Canadian Anti-Spam Law (CASL): capture express opt-in, include your institution’s physical mailing address, and provide a one-click unsubscribe.
Offer preference centres so subscribers can opt out of specific program streams rather than unsubscribing from all communications.
Monitor sender reputation and complaint rates across platforms. Coordinate centrally across departments to avoid overlap that leads to over-messaging.
Schools that treat deliverability and compliance as core practices, not afterthoughts, protect both their brand and their audience’s trust, while ensuring every message has a fair chance of being read.
Content Strategy: What to Send (And When)
The most effective email marketing calendars are tied to the academic cycle. By planning content around what matters most to students at each stage, schools can stay relevant, reduce last-minute scrambles, and guide prospects and current learners smoothly from interest to enrollment, and beyond.
September–October: Focus on discovery. Send “Explore Programs” series, scholarship primers, and fall open house invitations to capture interest early in the cycle.
November–December: Support applications. Share step-by-step application checklists, portfolio preparation guides, and alumni career stories that reinforce outcomes.
January–February: Address financial and career considerations. Feature financial aid tutorials, co-op or internship spotlights, and “Ask an Advisor” live chats to build trust and reduce barriers.
March–April: Drive urgency. Countdown emails for application deadlines, residence selection reminders, and campus life reels or shorts work well here.
May–June: Transition from admission to enrollment. Focus on onboarding with orientation sign-ups, registrar instructions, and personalized next-step communications.
July–August: Provide last-mile support. Send guidance on IDs, transit, and housing, plus international arrival instructions to prepare students for day one.
A calendar like this ensures that your emails are not just timely, but also aligned with the emotional and practical needs of your audience throughout the year.
Turning Best Practices Into Results
Email remains one of the most powerful tools available to higher education marketers, but only when strategy and technology work hand in hand. The best practices outlined here are: permission-based lists, segmentation, personalization, accessibility, automation, and compliance. Ensure every message is not just delivered but resonates with the right audience at the right time.
This is where Higher Education Marketing (HEM) makes the difference. With deep sector expertise, we help schools design and execute email strategies that align with recruitment, retention, and advancement goals.
Central to this is our use of Mautic CRM, an open-source higher education email marketing automation platform customized for educational institutions. Mautic allows institutions to manage campaigns, segment audiences, automate journeys, and integrate seamlessly with student information systems, all while keeping data governance and compliance front and center.
By combining best-practice strategy with the flexibility of Mautic CRM, HEM enables institutions to run smarter, more personalized campaigns that drive measurable ROI across the student lifecycle. The result is simple: stronger engagement, higher conversion rates, and a more connected experience for every student, from prospect to alumni. Do you need help crafting an effective marketing strategy for student recruitment for your institution? Contact HEM for more information.
Struggling with enrollment and retention?
Our email marketing services can help you generate more leads!
Frequently Asked Questions
Question:How can segmentation improve the effectiveness of email marketing for higher education? Answer: Segmentation makes emails more relevant, which increases engagement. For example, international prospects segmented by country can receive updates on visas and housing, while domestic students see local funding options. Segmenting by lifecycle stage, program, and behaviour helps improve click-throughs and leads to better-qualified student interactions.
Question: What are the best practices for creating engaging subject lines in higher education email marketing? Answer: Keep subject lines clear, specific, and under 50 characters. Highlight benefits like deadlines, outcomes, or events, and use preheaders to expand the message. Test frequently with A/B experiments, and consider humanized sender names (e.g., “Admissions at [School]”) to increase open rates without relying on gimmicks.
Question: Why is personalization important in higher education email marketing? Answer: Personalization helps students see themselves at your institution. Tailoring emails by program, start term, or action, such as reminding them of an unfinished application, makes communication feel relevant and timely. This reduces fatigue and unsubscribes while guiding students toward conversion more effectively than generic messages.
Each student has a different way of perceiving, processing, and connecting with information.
If you have ever wondered why one student peppers you with questions during a campus tour while another spends the visit sketching buildings, possibly giving your founder’s statue a comically large nose, you may have met what psychologist Howard Gardner calls multiple intelligences (Gardner, 1983, 1999).
Gardner proposed that intelligence is not a single metric but a collection of capabilities: linguistic, logical-mathematical, spatial, musical, bodily-kinesthetic, interpersonal, intrapersonal, and naturalistic. Each shapes how a student processes the world and how they connect during the college search. If you have ever tried to woo a future engineer with poetic descriptions of ivy-covered halls, you know: some want facts, others want a vibe, and a few want to hear about your beekeeping club.
From theory to practice
In K–12 education, Gardner’s theory inspired teachers to differentiate instruction to meet students where they are. Teachers understand that linguistic learners thrive in storytelling and debate. Kinesthetic learners act out history. Visual-spatial thinkers create models and posters.
Preferences also carry into decision-making. A student with strong interpersonal intelligence may thrive in group discussion, while an intrapersonal learner prefers reflection (Shearer, 2018).
A colleague once hosted two prospective students on the same tour. One chatted nonstop with ambassadors about clubs. The other hung back, took notes, and later emailed questions about academics. Both left a positive impression, but they connected in entirely different ways. There is no one-size-fits-all approach.
From classroom to campus tour
This theory has clear enrollment applications (statistics are from the 2025 E-Expectations Report from RNL, Halda, and Modern Campus).
Bodily-kinesthetic learners may need to walk your campus to “get” it physically. Eighty percent of students visit in person, and 88% find visits helpful.
Visual-spatial learners may prefer your virtual tour; 77% use it, and 84% find it helpful.
Musical learners might connect emotionally through audio, pacing, or sound design in videos.
Interpersonal learners thrive in authentic conversations, one-on-one chats, and social media DMs. Twenty-seven percent follow colleges on social as an early outreach step; 37% do so for student life content.
Intrapersonal learners might prefer ROI tools, microsites, or downloadable guides.
Logical-mathematical learners value dashboards, calculators, and evidence-based outcomes. Financial aid calculators are used by 81% and rated helpful by 85%.
When the fit feels off
Each intelligence has a “no-thanks” zone:
Kinesthetic learners disengage from dense PDFs.
Visual-spatial thinkers lose interest in text-heavy pages.
Musical learners notice when tone and pacing are off.
Interpersonal learners tire of one-way communication.
Intrapersonal learners feel drained by busy group events.
Logical-mathematical thinkers want facts, not fluff.
Linguistic learners need narrative and nuance.
Naturalistic learners respond to sustainability stories, not generic city skylines.
E-Expectations data confirm this. Sixty-three percent of students use Instagram, but only 53% see college content there, missing visual, musical, and interpersonal opportunities. Nearly half (45%) use AI chatbots, and 27% fill out inquiry forms afterward, showing these tools’ value for personalization (RNL et al., 2025).
AI as a multiple intelligences tool
AI chatbots can adapt content type, video, infographic, or ROI data, to match a student’s preference. After engaging with an AI assistant, 24% of students said they were more likely to apply, and 29% emailed admissions (RNL et al., 2025).
This is not about tech for tech’s sake. It is about designing digital interactions that honor different learning and connecting methods.
Matching intelligences to enrollment touchpoints
Each intelligence represents a unique way of perceiving, processing, and connecting with information. Your emails, tours, and inquiry forms can spark curiosity or shut it down, depending on how well they align.
Ask yourself:
Are you offering an “entry point” for every kind of learner?
Where are your blind spots?
What simple tweaks could widen the invitation?
This is not about building eight separate funnels. It is about creating a flexible ecosystem where every student can find something that feels made for them.
Sustainability initiatives, green campus tours, and community-based learning stories
Generic marketing is disconnected from the environment.
(Table adapted from Gardner 1983, 1999; RNL et al, 2025.)
Final thought
You do not need a degree in educational psychology to use multiple intelligences in enrollment strategy. You need to remember that students are cognitively and emotionally diverse (Gardner, 1983, 1999).
The smartest move? Offer multiple ways to connect and then let students choose.
Talk with our marketing and recruitment experts
RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges. Reach out today for a complimentary consultation to discuss:
For decades, the term “traditional student” referred to an 18–22-year-old, full-time student living on campus and largely unencumbered by adult responsibilities. That definition may have been true in the past, but today, it’s holding institutions back.
Across the country, Gen Z students increasingly look like their older counterparts in how they approach higher education. They’re working while enrolled, choosing flexible learning formats, weighing cost against career ROI, and demanding that programs fit into — not disrupt — their lives. At the same time, adult learners remain a vital audience, and their motivations often mirror those of younger students.
For enrollment and marketing leaders, the takeaway is clear: Stop relying on outdated labels and start building strategies for the actual students you serve.
The blurred lines between traditional and adult learners
Recent Gallup-Lumina research shows that 57% of U.S. adults without a degree have considered enrolling in the past two years, and more than 8 in 10 say they’re likely to do so within the next five years. While adult learners have long valued affordability, flexibility, and career outcomes, these same factors now dominate Gen Z’s expectations.
Cost concerns are particularly telling, as highlighted by The CIRP Freshman Survey 2024. The study found that 56.4% of incoming first-year students reported some or major concern about paying for college, with even higher rates among Hispanic or Latino (81.4%) and Black or African American (69.6%) students.
Work and life responsibilities are also playing a growing role. Georgetown University’s Center on Education and the Workforce (CEW) reports that between 70-80% of undergraduate students are employed while enrolled, with about 40% working full-time.
For many, this isn’t a nice-to-have — it’s the only way they can afford school.
Why this matters for enrollment strategy
If your enrollment marketing still segments audiences primarily by age, you’re likely missing the mark. Here’s the reality:
An 18-year-old commuter working 30 hours a week and taking hybrid classes might have more in common with a 35-year-old career changer than with a residential peer.
Transfer and degree completer students (36.8 million Americans with some college but no credential) are often juggling similar priorities.
Both groups respond to messaging that clearly connects program design to life balance, affordability, and employment outcomes.
The “traditional vs. adult” distinction no longer works for understanding motivations, predicting behaviors, or designing student experiences.
Ready for a Smarter Way Forward?
Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.
4 Priorities that span generations
Regardless of age, today’s students share a core set of expectations that shape their enrollment decisions. These priorities now cut across the full spectrum of higher education audiences.
1. Affordability
The Gallup-Lumina report states that finances are among the most influential factors in enrollment decisions for unenrolled adults. Cost is also the top reason adults have stopped out of higher education and a leading reason current students consider doing so.
Gen Z mirrors this cost-conscious mindset, with many forgoing the traditional four-year route and embracing community colleges or transfer pathways as a lower-cost way to begin their degree journey.
2. Flexible learning programs
Hybrid, online, and asynchronous options are no longer “adult learner perks” — they’re mainstream expectations. Traditional-aged students now seek flexible schedules to balance work, internships, and other commitments, mirroring adult learners. The pandemic accelerated digital comfort across age groups, making flexibility table stakes for recruitment.
3. Career outcomes
The Gallup-Lumina report shows that 60% of currently enrolled students cite expected future job opportunities as a “very important” factor in choosing to enroll. For stopped-out adult students, career prospects were also the top motivator.
Knowing this, institutions should ensure career outcomes are central to program design, marketing, and student advising. Those that clearly articulate skill alignment, employment pathways, and alumni success stories will attract and retain students.
4. Work-life balance
More students than ever are balancing jobs, caregiving, and other priorities with their academic responsibilities. For adult learners, this has always been true, but for traditional-aged students it’s increasingly the norm.
Institutions should respond by offering flexible schedules, targeted support, and streamlined services that help students balance academics with work and family demands.
Moving from segmentation to personalization
The solution isn’t to erase audience differences but to recognize that motivations and needs cut across age lines. Institutions should:
Use behavioral and attitudinal data (not just demographics) to inform personas.
Map programs to shared priorities, ensuring flexible formats and clear ROI messaging.
Equip enrollment teams to surface emerging trends from student conversations.
Invest in CRM and marketing automation to deliver personalized, timely outreach.
The opportunity for forward-thinking institutions
Institutions that adapt now can capture a larger share of a changing student market. Meeting the needs of today’s learners, who span generations, life stages, and responsibilities, requires more than minor adjustments. It calls for rethinking how programs are designed, marketed, and delivered to address shared priorities and remove persistent barriers.
Consider the following tactics:
Retooling marketing messages to emphasize affordability, flexibility, and career outcomes.
Rethinking program delivery models for a mixed audience.
Breaking down internal silos between “traditional” and “adult learner” recruitment.
From outdated labels to modern enrollment strategies
The traditional student still exists, but they’re no longer the majority. Today’s demand for higher education comes from learners of all ages and circumstances.
The lines are blurred, and the labels are outdated. It’s time to create enrollment strategies that reflect today’s student realities and anticipate tomorrow’s opportunities.
Innovation Starts Here
Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.
Amber Arnseth oversees program and market research as a skilled problem-solver with an ability to integrate and contextualize data for partners into actionable recommendations. The research she and her team conduct help inform and strengthen our partners’ strategic portfolio and program decisions.
How Saint Francis University partnered with Collegis to unify messaging, modernize strategy, and reverse a decline in brand awareness through smarter, student-centered marketing.
For Saint Francis University (SFU), brand visibility in its home region has always been a strategic priority. But when internal metrics revealed a sustained decline in branded keyword search volume, the institution faced a clear challenge: how to grow awareness and demand without expanding the marketing budget.
In response, Collegis helped SFU pivot to an omnichannel marketing strategy, anchored in student journey insights and a refreshed creative campaign. The results: a 54% lift in branded search volume and a 2.7x increase in conversion rate for revamped search campaigns.
The Challenge
SFU had long expressed the goal of “owning their backyard,” but their declining search volume suggested a loss of mindshare among key audiences. The following factors made matters even more complex:
No additional budget was available to launch new campaigns
Prior creative had been in market for some time and didn’t reflect institutional differentiators
Previous media mix was focused solely on conversion and capturing demand – not strategically aligned to the prospective student journey.
This wasn’t just a search engine issue — it was a signal that SFU needed a more coordinated, brand-forward approach to digital marketing.
The Solution
To drive growth without increasing spend, Collegis partnered with SFU on a data-informed, omnichannel marketing strategy. We aligned messaging to institutional strengths and audience needs, with a focus on key campaign components:
Marketing insights & program strategy: Identified value drivers from enrollment data, like adult learner appeal and career-aligned programs
Creative campaign development: Launched the flexible “SFU Is…” concept to unify storytelling
Media management & channel expansion: Optimized campaigns and introduced new channels to lower CPAs and boost performance
This holistic approach elevated SFU’s visibility at high-intent moments in the student journey.
Maximizing Reach Without Raising Spend
After launching the new omnichannel strategy in September 2024, Saint Francis University saw immediate gains:
+54% increase in average monthly impressions for branded search keywords
2.7x improvement in conversion rate for revamped search campaigns
Enhanced lead quality and funnel progression
Anecdotal feedback from university leadership highlighting strong excitement about both visibility and performance
By aligning creative, strategy, and media under a single narrative, SFU reclaimed share of voice — and did it without asking for more budget.
The Collegis Impact: By the Numbers
0 %
Lift in branded search volume
0 x
Increase in conversion rate
0 %
Increase in new users
Erin McCloskey
VP of University Communications + Marketing, Saint Francis University
The Takeaway: Coordinated Campaigns Drive Measurable Growth
This case underscores the power of a strategic omnichannel approach, especially for smaller institutions navigating constrained budgets. With thoughtful execution and messaging that resonates across audiences, schools like SFU can still grow awareness, drive conversions, and own their space—online and off.
Let’s Make Your Marketing Work Smarter
The Saint Francis University case is a powerful example of what’s possible when strategy, creativity, and execution are aligned under one unified vision. By partnering with Collegis, SFU didn’t just stop the decline in search visibility — they reversed it, strengthened their regional presence, and achieved significantly better conversion performance, all without needing any additional budget.
If your institution is facing similar challenges — declining awareness, fragmented messaging, or flatlining campaign performance — an omnichannel strategy may be the path forward. Contact Collegis to learn how we can help you unlock growth, boost brand recognition, and better support students throughout their decision-making journey.
Let’s Start Writing Your Success Story
See what’s possible when strategy, creativity, and execution come together. Partner with Collegis to turn your challenges into outcomes worth sharing.
Facing challenges in enrollment, retention, or tech integration? Seeking growth in new markets? Our strategic insights pave a clear path for overcoming obstacles and driving success in higher education.
Unlock the transformative potential within your institution – partner with us to turn today’s roadblocks into tomorrow’s achievements. Let’s chat.
Imagine a prospective student asking an AI, “Which colleges offer the best online MBA for working parents?”
Instead of matching keywords, the AI delivers an answer drawn from credible, connected content that blends facts, context, and intent to guide the decision.
For higher ed leaders, this represents a major shift. Institutions that adapt will earn greater visibility in search, attract more qualified prospective students, and convert curiosity into enrollment growth. The old playbook of targeting single, high-volume keywords just isn’t enough anymore.
AI-driven search rewards comprehensive, connected, and trustworthy content ecosystems, and institutions that embrace this approach will be the ones students find first.
The AI search shift in higher ed
Traditional search engine optimization (SEO) rewarded institutions that could identify the right keywords, create targeted pages, and build backlinks. But generative AI and conversational search have changed the rules of the game.
Here’s what’s different now:
From keywords to context: AI search models don’t just match words — they interpret meaning and intent, returning results that connect related topics and concepts.
Authority signals matter more: AI favors sources that consistently provide accurate, in-depth information across multiple touchpoints.
Content is interconnected: A single page doesn’t win on its own. Its value depends on how it fits within the institution’s broader web presence.
This shift also raises the bar for internal collaboration. Marketing, enrollment, and IT can no longer work in silos. AI search success depends on shared strategy, consistent messaging, and coordinated execution.
The takeaway? Institutions need to stop thinking about SEO as an isolated marketing tactic and start treating it as part of a broader content ecosystem.
Why a content ecosystem beats keyword lists
A content ecosystem is the interconnected network of program pages, admissions information, faculty bios, student stories, news, and resources — all working together to answer your audiences’ questions.
It’s the difference between a brochure and a campus tour. A brochure offers quick facts; a tour immerses prospects in faculty, classrooms, student life, and services—building a fuller, more confident picture.
A keyword list is the brochure. A content ecosystem is the tour — immersive, connected, and designed to guide prospects from curiosity to commitment.
When built intentionally, a content ecosystem gives institutions three clear advantages in today’s AI-driven search environment:
Increased relevance
AI search tools don’t look at a single page in isolation; they interpret the relationships between topics across your domain. Internally linked, topic-rich pages show the depth of your expertise and help algorithms recommend your institution for nuanced, conversational queries.
Example: A prospective student searching “flexible RN-to-BSN options for full-time nurses” is more likely to find you if your nursing program page is connected to articles on nursing career paths, flexible modality, and student success stories.
Compounding authority that builds lasting trust
Authority isn’t built from one or two high-performing pages. It’s earned when every part of your online presence reinforces your credibility. Program descriptions, faculty bios, and testimonials must align in tone, accuracy, and quality. Outdated or inconsistent details can quickly erode the trust signals AI uses to rank content.
Conversion that’s built in
A keyword list may bring someone to your site, but a content ecosystem keeps them there and moves them closer to action. When visitors can move seamlessly from an informational blog to a program page to an application guide or chat with an advisor, conversion becomes a natural next step.
The most effective ecosystems are living assets — constantly updated, monitored, and optimized to reflect evolving programs and audience needs. For institutions looking to compete in an AI-powered search landscape, that adaptability is the real competitive advantage.
Is Your Website Built for AI Search?
Get a personalized AI Readiness Assessment that identifies gaps, surfaces opportunities, and helps build a digital content strategy that meets the moment.
How to build an AI-ready content ecosystem
At Collegis, we help institutions take a holistic approach that bridges marketing, enrollment, and IT. Here’s how we see it coming together:
1. Gather actionable data insights
Don’t just chase the most-searched terms. Look at historical enrollment, inquiry trends, and page performance to identify the queries that actually lead to applications and registrations, not just clicks.
2. Map content to the student journey
From the first touchpoint to enrollment, every content asset should serve a clear purpose:
Top of funnel: Informational articles, career outlooks, program overviews
Middle of funnel: Financial aid resources, student success stories, faculty profiles
Bottom of funnel: Application guides, event sign-ups, chat support
Linking these pieces guides prospective students through the decision process seamlessly.
3. Optimize for AI discoverability
Structured data, schema markup, and well-organized site architecture make it easier for AI tools to interpret and recommend your content. Accuracy and consistency are critical — outdated program descriptions or conflicting statistics can undermine authority signals.
4. Create continuous feedback loops
The work doesn’t stop at publishing. Monitor how content performs in both traditional and AI search, then feed those insights back into planning. AI search algorithms evolve, and so should your content strategy.
Turning visibility into meaningful enrollment growth
AI search is changing how students discover institutions, and how institutions must present themselves online. It’s no longer enough to appear in search results. You need to appear as the most authoritative, most relevant, and most trustworthy source for the questions that matter to prospective students.
By building an AI-ready content ecosystem, colleges and universities can meet this challenge head-on, earning not just visibility but the confidence and interest of future learners.
Collegis partners with colleges and universities to design content strategies that aren’t just visible, they’re built to convert and scale across the entire student lifecycle.
Ready to see how your institution stacks up in the age of AI search?
Request your AI Readiness Assessment to receive a personalized report outlining your institution’s digital strengths, content gaps, and practical next steps to boost visibility and engagement. It’s your roadmap to staying competitive in an AI-first search landscape.
Innovation Starts Here
Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.
How SEO for Universities Powers Sustainable Enrollment Growth
There’s a good chance you landed on this article after typing a question or a set of keywords into a search engine. That’s because we optimized this article for said search using search engine optimization (SEO) strategies. As a university marketer, you should be doing the same thing to reach prospective students.
Today’s recruitment landscape is digital, and a search engine query is often the first and most critical step a prospective student takes toward enrolling. SEO for universities is a central driver of discoverability, engagement, and application starts.
By employing higher education SEO tactics and investing in strategic, search-focused marketing, institutions can build sustainable enrollment pipelines. But how do you build an SEO strategy that goes beyond plugging keywords into program pages?
In this article, we’ll cover:
Why search is the cornerstone of student decision-making.
How SEO aligns with every stage of the enrollment funnel.
How universities can improve their rankings, engagement, and lead quality.
Why higher education SEO efforts deserve long-term strategic investment.
Why Universities Use SEO Strategies for Enrollment Growth
In an increasingly competitive enrollment landscape, SEO offers higher education institutions a sustainable, cost-effective foundation for long-term growth. Unlike time-limited paid campaigns, SEO builds momentum and equity over time, positioning your institution in front of prospective students at the exact moment they’re looking for options.
Today’s Students Start With Search
Before a prospective student ever talks to an admissions counselor or clicks on an ad, they almost always begin with a Google search. In fact, a majority of students report using search engines as their first step in looking for college and university options, according to recent research from EAB and Modern Campus.
If your institution doesn’t show up organically on the first page of results, you’re not in the conversation.
What makes organic search results particularly powerful is the trust factor. While ads can drive visibility, organic rankings signal authority, relevance, and credibility, especially in the eyes of Gen Z prospects, who are increasingly ad-skeptical and research-savvy.
Additionally, mobile-first behavior and voice-assisted searches for terms such as “best online MBA program in Texas” or “affordable RN to BSN degree near me” raise the stakes for technical SEO. A university’s site must not only be optimized for keywords but also be fast, intuitive, and responsive to be able to meet students where they are: on their phones, on the go, and expecting answers immediately.
Long-Term ROI of Organic vs. Paid Media
SEO is an investment, not a line item. While a paid search ad can generate quick visibility, it’s fleeting, as your ad disappears the moment the budget runs dry. But SEO creates a compounding return. Each blog post, landing page, and FAQ that’s optimized for student search behavior becomes an evergreen asset that continues working long after it’s published.
Over time, this strategy leads to a lower cost per inquiry compared to paid media. And, more importantly, SEO brings in better-qualified leads from students who find your programs through specific, intent-driven queries. They are more likely to be engaged, aligned with your offerings, and prepared to convert.
Mapping SEO to the Student Enrollment Journey
To maximize the impact of SEO for your university, you need to guide prospective students through a decision-making journey that’s often long, nonlinear, and filled with questions. The most effective SEO strategies map content to each stage of the enrollment funnel, from first touch to final application.
Awareness Stage Content
At the top of the funnel, students are exploring their options. They’re not searching for your university by name. They’re asking broad, future-focused questions such as “What degree do I need to become a UX designer?” or “What are the best jobs in environmental science?” This is where search-driven blog content plays a critical role.
By creating optimized articles with titles such as “Top Degrees for a Career in UX Design” or “10 Top Environmental Science Jobs in the Next Decade,” an institution can capture early interest from prospective students who haven’t yet narrowed their choices. These types of pieces not only build organic traffic to your site but also establish your institution as a thought leader in career-aligned education.
SEO-optimized pages that provide detailed degree overviews and career outcome lists can further reinforce your institution’s relevance while helping students begin to connect their goals to your academic offerings. Remember: This stage is about visibility and value, not a hard sell.
Consideration Stage Content
Once students have a clearer sense of their path, they shift into the consideration phase, digging deeper into specific programs and comparing schools. They want evidence of factors such as faculty expertise, curriculum relevance, and positive student experiences.
This is where midfunnel content shines.
Detailed faculty bios, curriculum guides, and sample course descriptions — each optimized for key search phrases — can improve your search rankings while offering meaningful substance to prospective students. For example, a student researching “online master’s in public health with epidemiology focus” should land on a program page that mirrors those terms and provides them with real answers.
Video content, especially when paired with keyword-rich titles and descriptions, helps tell the story of your institution in a more human, engaging way. Students’ testimonials, day-in-the-life videos, and faculty spotlights can also help move students from interest to intent, especially if that content is discoverable via search.
Conversion Stage Content
As prospective students near a decision, they seek clarity and confidence. They’re looking for reassurance that they can take the next step, and that it’s the right one. Conversion-stage SEO content should answer students’ practical, high-intent queries about your institution, such as “how to apply to [University Name],” “[University Name] financial aid for graduate students,” or “[University Name] application deadlines for fall 2026.”
For institutions with campus-based programs, locally oriented SEO becomes critical at this stage. Optimizing for geographic search terms, such as “colleges in Chicago with data science programs,” ensures you show up in local map packs (the local business listings that appear with a map in location-based Google searches), directory listings, and mobile searches.
It’s about being visible and accessible right when students are ready to act.
Optimized admissions FAQs, application checklists, and explainers on cost, scholarships, and financial aid reduce friction and address students’ common concerns. These pages nudge students across the finish line.
Proven SEO Strategies for Universities
To truly move the needle on enrollments resulting from organic search results, universities need to go beyond the basics of content creation. SEO success in higher education relies on a layered approach that blends technical excellence, strategic content development, and an optimized student experience.
Technical SEO as a Foundation
No matter how compelling your content is, it won’t perform if search engines can’t access and interpret it. That’s why technical SEO is the critical first step in building your search visibility.
To help your site show up in search results, you need to fix problems such as broken links, too many redirects, slow-loading code, or pages that are hard for search engines to reach. Tools like Google Search Console and Screaming Frog can help you identify these hidden roadblocks.
One particularly valuable tactic for universities is adding schema markup — structured data tags — to your content, especially on pages with information designed to respond to high-intent queries, such as those containing academic program descriptions, faculty bios, and FAQs. With schema, search engines can better understand the structure and purpose of your content, making it eligible for rich results, such as showing up in featured snippets and accordions. That visibility boost often translates into higher click-through rates from searches.
Content That Matches Searchers’ Intent
Great university SEO content is as student-centric as it is keyword rich. The most effective universities use keyword research to inform their content strategy, ensuring that it aligns with the questions, concerns, and goals of prospective students.
This includes building program clusters, or content hubs, around key degree areas. For example, a hub for your Master of Science in Data Science program might include pages on career paths, curriculum breakdowns, faculty Q&As, students’ success stories, and downloadable guides — all linked together to establish topical authority.
Modern search results also reward content that demonstrates experience, expertise, authoritativeness, and trustworthiness (EEAT). Universities are naturally well positioned to feature real instructors, cite data, and include named authors with academic credentials to increase their credibility with both students and algorithms.
Student Experience + SEO
The student experience is not separate from SEO. Google’s algorithm increasingly favors sites that provide clear, intuitive pathways to information, particularly on mobile devices.
For universities, that means streamlined site navigation and a logical content hierarchy that surfaces pages with key data such as program offerings, admissions steps, and tuition details within two or three clicks from the homepage. Critical content shouldn’t be buried beneath layers of institutional jargon or outdated menus.
Internal linking is another underrated but powerful tactic. By connecting related content — such as linking from a faculty bio to a program page, or from a blog post to an application checklist — you improve the crawlability of your site, increase the depth of information you provide on a topic, and keep students engaged longer.
The result? Higher page authority, better rankings, and more informed prospective students.
Treating SEO as a Strategic Enrollment Asset
In many universities, SEO is still siloed within the marketing team and treated as a narrow tactic for improving search engine rankings. But SEO should be reframed as a long-term, strategic asset that drives enrollment growth and informs data-driven decision-making.
Holistic Attribution Models
One of the biggest missed opportunities in SEO for universities is how it’s measured. Traditional models often rely on last-click attribution, a model that gives 100% of the credit for a conversion to the final touchpoint a student interacted with before taking action. This underrepresents SEO’s influence, particularly in a student journey that spans weeks or months and touches multiple channels.
Universities should adopt holistic attribution models that track assisted conversions, or interactions a student has with your marketing channels that contribute to their conversion, not just their final clicks. A search may not be the student’s last touchpoint, but it often plays a vital role in their early awareness or during their midfunnel research. Ignoring that role means underinvesting in a channel that silently drives consideration.
To see the full picture, it’s essential to align tools like Google Search Console and Google Analytics with your customer relationship management (CRM) system. Mapping behaviors based on organic search results, like blog visits, program page views, or FAQ engagement, to downstream enrollment actions helps quantify SEO’s true impact and justify investment at the leadership level.
Collaboration Across Teams
Your SEO team shouldn’t live in a vacuum. They intersect with admissions, content strategy, web development, student experience, and even academic department teams. When these teams operate separately, SEO efforts stall. But when collaboration is intentional, the entire enrollment ecosystem benefits.
For example, admissions teams can surface real students’ questions to inform keyword targeting. Student experience teams can help optimize navigation for both search bots and prospective students. Academic departments can contribute subject-matter expertise to improve your pages’ EEAT and topical depth.
SEO-informed content planning — whether for a blog calendar, landing page update, or digital ad campaign — ensures every piece of your content is geared toward a discoverability goal. This strengthens your SEO’s performance and boosts the efficiency of your other marketing channels, from paid search ads to email nurture campaigns.
Preparing for What’s Next
The SEO landscape is evolving rapidly, and universities need to anticipate what’s coming, including search tactics driven by artificial intelligence (AI). With Google’s AI Overviews (also known as Search Generative Experience, or SGE), zero-click searches, and the growing prominence of featured snippets, institutions must rethink how visibility is defined.
Ranking No. 1 doesn’t guarantee clicks if the answer is shown directly in the search result. That’s why future-ready SEO strategies focus on content depth and authority. Winning in AI-driven search engine results pages requires comprehensive, well-structured content that answers layered queries, not just surface-level questions.
Institutions should also monitor how AI tools interpret their content and brand. Structured data, semantic markup, and content clarity all influence how your pages are represented in machine-generated summaries and voice search results.
Ready to Make SEO a Strategic Pillar for Your School?
SEO for universities isn’t a mere marketing tactic. It’s a foundational strategy for long-term enrollment growth, helping to future-proof your institution’s enrollment efforts in a volatile higher education market.
While SEO is critical, it’s also complicated, which is why Archer Education provides colleges and universities with the expert insights required to create a truly strategic SEO plan that integrates with other elements of your marketing strategy.
Contact us to learn more about how SEO can ignite your institution’s growth over the long haul.
![Saint Francis University Omnichannel Marketing [Case Study]](https://blog.college-counseling.com/wp-content/uploads/2025/08/Saint-Francis-University-Omnichannel-Marketing-Case-Study.jpg)
