Tag: Marketing

Top 10 Best Summer Camp Marketing Strategies
Reading Time: 11 minutes

Marketing your summer camp successfully requires a well-rounded approach integrating digital strategies to maximize reach and engagement. With families and students searching online for the perfect summer experience, schools must stay ahead of the competition by adopting fresh, innovative methods.

This blog explores ten of the best summer camp marketing strategies to ensure your program stands out.

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1. Leverage Content Marketing to Build Trust and Authority

You’ve probably heard this before, but we’ll say it again: Content is king! One of the most effective ways to promote your summer camp is by creating blog posts, videos, and articles about the benefits of attending your camp. This helps engage prospective attendees and parents. Highlight success stories, showcase daily camp activities, and provide insights into what makes your program unique.

The first step to creating an effective summer content marketing campaign is choosing what platforms to use. You might be wondering, “Where can I promote my summer camp?” The best places include social media sites like Facebook, Instagram, and TikTok, as well as Google Ads and YouTube for targeted paid campaigns.

Local community websites, parenting blogs, and school newsletters are effective promotional channels. Focus on building credibility and encouraging trust among parents evaluating different options.

Example: Here is a simple way to garner interest in your summer camp program. Visual Arts Mississauga posts a video of the activities they provide, including studio and outdoor creative activities, a variety of themes (a new one each week), and special guests. Try filming a few brief snippets of your daily camp activities and list some of your campers’ favorite things about the experience. With minimal editing and some upbeat music, you can certainly catch the attention of a parent searching for a positive camp experience for their child. It worked for Visual Arts Mississauga!

As you can see in the comments, a parent inquired for pricing information. The great thing about social media platforms like TikTok? You can answer questions directly. Don’t forget to obtain permission from parents and campers before posting them.

Source: Visual Arts Mississauga | TikTok

2. Optimize Your Website for Search Engines

If your website isn’t optimized for search engines, you’re missing a significant number of potential campers. Search Engine Optimization (SEO) ensures that your summer camp appears when families search for programs online. By enhancing your site’s structure, improving page speed, and using long-tail keywords like “summer camp programs in (insert your location here),” you can improve visibility.

To further enhance visibility, you should optimize your summer camp program pages by structuring them with clear headings, engaging descriptions, and high-quality images of camp activities. Adding frequently asked questions (FAQs) to the page improves user experience and provides quick answers to common inquiries.

Internal linking to other relevant pages, such as registration forms or blog posts, boosts SEO by keeping visitors engaged. Additionally, integrating schema markup allows search engines to understand the content better, increasing the chances of appearing in featured snippets.

Example: This is what an FAQ section could look like on your camp landing page. Adding structured data to your FAQs increases the likelihood of appearing as a featured snippet on search engines. Be sure to use conversational language to optimize for voice search results. Don’t forget to leverage your FAQs for content planning. This is a great way to add value for site visitors – providing the answers they’re searching for in detail in more detail.

Source: Kustermans

3. Create a Strong Social Media Presence

Beyond posting regularly, an effective social media strategy involves using platform-specific features to maximize engagement. Instagram Stories and Reels allow you to share real-time updates, camper testimonials, and behind-the-scenes glimpses of camp life.

Facebook Groups can build a community of returning campers and interested parents, fostering discussion and sharing updates. TikTok offers a creative space to showcase fun camp activities through short, engaging videos that appeal to younger audiences.

Additionally, paid social media advertising is a great way to extend your reach. By running targeted ad campaigns on platforms like Facebook and Instagram, you can ensure your summer camp marketing efforts reach families actively looking for programs.

Geo-targeting and interest-based targeting allow you to refine your audience, ensuring your ads reach parents who are most likely to enroll their children. Running contests and giveaways on social media can also increase engagement and word-of-mouth promotion as parents and campers share your content with their networks.

Example: Here, Western University uses its active Facebook page to maintain a strong presence, notify parents of important dates, build anticipation for the summer, and show off all of the fun activities in store. Their page features consistent branding setting them apart from other school summer camps.

Source: Sport Western Summer Camp | Facebook

4. Utilize Email Marketing Campaigns

Email marketing remains a powerful tool for reaching prospective campers and their families. Sending out newsletters with enrolment updates, discounts, and testimonials keeps your audience informed and engaged.

An effective email marketing strategy involves segmentation, where prospective families are grouped based on their engagement levels, preferences, and past interactions. You can ensure that each recipient receives relevant messaging by tailoring content to different segments, such as new inquiries, returning campers, and families who haven’t yet completed registration.

Drip email campaigns are particularly valuable for nurturing leads. These automated sequences gradually provide information about your camp, from program details to testimonials, making it easier for parents to commit. Additionally, incorporating visually appealing emails with compelling subject lines improves open rates and engagement.

5. Targeted Digital Advertising Campaigns

Traditional advertising is still effective, relevant, and part of a well-rounded marketing campaign. “How do I advertise my summer camp?” you ask. To advertise your summer camp using targeted ads, leverage platforms like Google Ads, Facebook, and Instagram to target parents actively searching for summer programs. By utilizing geo-targeting, interest-based segmentation, and retargeting campaigns, you can maximize ad visibility, drive inquiries, and increase enrolment conversions efficiently.

Google Ads enables your summer camp to appear at the top of search results when parents look for camp programs, increasing visibility. Running display ads and retargeting campaigns ensures that those who have previously visited your website are reminded of your offerings, improving conversion rates. Additionally, YouTube Ads allow you to showcase engaging video content of camp activities, testimonials, and program highlights to attract more interest.

Facebook and Instagram Ads offer detailed audience segmentation tools, allowing you to reach parents based on location, interests, and browsing behavior. Carousel, video, and story ads create immersive experiences that engage prospective campers and their families. To further boost engagement, A/B testing different ad creatives and copy variations helps refine messaging to determine what resonates best with your audience.

A/B testing involves creating multiple versions of an advertisement, landing page, or email to determine which version performs best. In digital advertising, A/B testing can compare different ad headlines, images, calls to action, and audience targeting strategies.

Advertisers can analyze performance metrics such as click-through rates (CTR), conversion rates, and engagement levels by running multiple variations simultaneously. The winning version can then be scaled for maximum impact, ensuring your budget is allocated to the most effective ad variations.

Example: When you invest in YouTube ads like the one pictured below, you can show up at the top of the platform’s summer camp search results and greatly expand your reach.

Source: YouTube

6. Encourage Camper and Parent Testimonials

Word-of-mouth remains a powerful marketing tool. Encouraging past campers and their parents to leave reviews on Google, Facebook, and your website adds credibility to your program. Video testimonials are particularly effective at providing an authentic look into the camp experience. Families researching camps trust peer reviews, and showcasing positive experiences helps establish trust and attract new registrations.

Example: Encourage happy campers to leave high-value testimonials highlighting how your program has positivly impacted their lives. The two pictured below are excellent examples of moving word-of-mouth endorsements that improve your program’s public reception and potentially incite desired action.

Source: Double H Ranch

7. Develop an Ambassador Program

Leveraging past campers as ambassadors can create a community-driven summer camp marketing effect that builds long-term brand loyalty. Encouraging past attendees to share their experiences and recommend your camp to friends and family fosters authentic promotion.

One of the most effective approaches is a structured referral program, where returning campers receive discounts or perks when they bring a friend. Offering rewards such as camp merchandise, VIP experiences, or exclusive access to special activities can further incentivize participation.

When working with minors as ambassadors, schools should obtain parental consent, follow child privacy regulations such as COPPA, and ensure that all promotional activities align with ethical guidelines to protect student identity and well-being.

Beyond peer referrals, partnering with local influencers, parenting bloggers, and community leaders can significantly amplify your reach. Inviting these ambassadors to visit your camp, create content, and share their experiences with their followers can increase visibility among parents searching for reputable programs. Providing them with branded hashtags, social media templates, and storytelling prompts ensures consistent and compelling messaging.

To sustain engagement, camps should maintain an ongoing relationship with ambassadors by featuring them in newsletters, social media posts, and alumni spotlights. Creating private groups or online communities for ambassadors fosters a sense of belonging and motivates them to continue advocating for your camp. Implementing an easy-to-use referral tracking system helps measure success and refine strategies for maximum impact.

8. Highlight Your Camp’s Unique Selling Points (USPS)

In a competitive summer camp market, it is crucial to clearly define and communicate your camp’s unique selling points (USPs) to stand out from the rest. Parents and campers have many choices, so highlighting what makes your camp different will help you attract the right audience and increase enrolment.

A USP is a distinct feature or quality that sets your camp apart. To effectively market your camp, you must identify and promote these features across your website, social media, and advertising campaigns. Below are some strong examples of USPs that summer camps can highlight:
- Specialized Programs
- Small Camper-to-Counselor Ratio
- Exclusive Locations
- Highly Qualified Staff
- Customizable Camp Experiences
- Unique Themes or Storylines
- Exclusive Partnerships
- All-Inclusive Pricing and Amenities
Once you’ve identified your USPs, ensure they are featured prominently on your website homepage, camp brochures, social media posts, and digital advertising. Use testimonials from past campers and parents to reinforce the uniqueness of your offerings.

Example: The School of Magic is unique because of its emphasis on connecting with nature and developing real-world skills. Those unique selling points are evident in the Instagram post below. What sets your summer camp program apart?

Source: The School of Magic

9. Partner With Schools and Community Organizations

Collaborating with schools and local community centers broadens your marketing reach. Schools can distribute flyers and email newsletters promoting your camp, while community organizations can help you reach families looking for summer activities. Building partnerships with educational institutions ensures that your camp gains credibility and visibility in trusted spaces where families make enrolment decisions. Create a buzz around any partnerships in your content across various platforms.

Example: On its website, the Canadian Adventure Camp has a tab called Memberships and Partnerships. There, they list and explain their collaborations and community involvement, showcasing how they add value for campers, families, and those in need. If you’re collaborating with any organization or if you’re involved in charity work, be sure to highlight how you make a difference!

Source: Canadian Adventure Camp

10. Optimize Your Camp’s Mobile Experience

With more parents researching and booking camps on their smartphones, having a mobile-optimized digital presence is essential. A slow or non-responsive website can drive potential campers away, leading to lost enrolment opportunities. To ensure a seamless mobile experience, camps should prioritize mobile usability in all aspects of their digital marketing strategy.

Responsive web design is the foundation of a successful mobile experience. Your website should automatically adjust to different screen sizes, ensuring readers can easily browse your camp’s programs, pricing, and enrolment details on any device. Without this adaptability, parents may abandon their search in favor of a competitor with a more mobile-friendly platform.

Fast load times are another critical factor. If a webpage takes too long to load, parents may become frustrated and leave before completing the registration process. Optimizing images, minimizing unnecessary code, and leveraging browser caching can significantly improve site speed. Google prioritizes fast-loading websites in search results, meaning that a well-optimized mobile site can enhance your summer camp advertisement efforts by increasing visibility in search rankings.

Once a parent arrives on your site, easy navigation and registration are essential. Mobile users should be able to access key pages; such as program descriptions, schedules, and pricing, within a few taps. Registration forms should be concise, requiring only necessary information, and offer autofill features to streamline the process.

Providing click-to-call and chat features offers immediate communication options for parents with questions. A simple button allowing users to call directly from their mobile device or engage in a live chat session with a representative can make a huge difference in converting inquiries into sign-ups. Chatbots can also be used for quick responses outside of business hours, ensuring prospective campers receive the information they need when they need it.

Finally, mobile-friendly payment options make transactions seamless. Integrating secure, one-click payment solutions like Apple Pay, Google Pay, or PayPal can speed up registration and reduce drop-offs. Parents should be able to complete payment without switching devices or navigating through a complex checkout system.

Boost Your Camp Enrolment Today!

Marketing a summer camp successfully requires a well-rounded, strategic approach that meets parents and campers where they are—online! By leveraging SEO, content marketing, social media, email campaigns, paid advertising, and mobile optimization, you can increase visibility, boost engagement, and ultimately drive more enrolments. Highlighting your camp’s unique selling points, developing a strong ambassador program, and ensuring a seamless mobile experience will set your camp apart in a competitive market.

With the right mix of digital marketing techniques, your summer camp can attract the right audience and maximize registrations year after year. Whether refining your summer camp advertisement strategy, improving your website, or launching targeted ad campaigns, a data-driven approach ensures long-term success.

At Higher Education Marketing, we specialize in helping camps and educational institutions implement proven digital marketing strategies that deliver results. If you’re ready to take your summer camp marketing to the next level, reach out to us today to learn how we can help you achieve your enrolment goals.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!
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March 19, 2025
Graduate Student Insights and Perspectives

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.

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March 18, 2025
Rethinking Your Student Population
Rethink your student population whitepaper

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Adult learners are higher ed’s future

Reskilling, upskilling and lifelong learning are creating a big opportunity for higher education to become the go-to resource for career-minded adults. But not all adult learners are alike. In this report, we break them down into four types of adult learners (Career Advancer, Career Builder, Discerning Academic and Hesitant Learner).

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Additional Resources

Marketing + Recruitment

Inside the Minds of Graduate Students [Report]

Technology + IT

Future-Proofing Your Higher Education Ecosystem [eBook]

Technology + IT

Cybersecurity Landscape 2022 [eBook]

Technology + IT

Tech Troubles: How Technology-Student Interactions Impact Retention

Transform Challenges Into Opportunities

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.

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March 18, 2025
How to Unlock Graduate Enrollment Growth [Webinar]
Your graduate programs should be thriving, but if you’re relying on outdated outreach tactics, you’re leaving enrollments on the table. Today’s grad students expect more personalization, relevance, and connection. And if you’re not aligning with their needs, another institution will. The only way to meet them where they are is by asking the right questions and getting real answers. That’s exactly what Collegis Education and UPCEA did, and now we’re pulling back the curtain to share what we found.

Unlock Graduate Enrollment Growth
Proven Strategies for Engaging Graduate Students
Date: April 8, 2025
Time: 2:00 pm (Eastern) / 1:00 pm (Central)

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Senior Director Research & Consulting
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At the end, we’ll leave room for questions and conversion, and all attendees will receive a copy of the entire research report.

See you on April 8!
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March 10, 2025
Mastering SEO and GEO in Education Marketing
Reading Time: 12 minutes

The modern digital era has brought with it a world of remarkable changes and developments in the information space that today’s students are well-placed to enjoy. The search engine as you know it is changing and adapting to these changes, with old methods and processes giving way to newer, more effective ones.

While traditional Search Engine Optimization (SEO) remains essential, Generative Engine Optimization (GEO) is emerging as a complementary strategy for AI-driven search experiences. With AI-powered search engines like Google’s Gemini and ChatGPT transforming how prospective students find information online, today’s schools must adapt or risk being swept under the radar.

Keen on increasing organic traffic and leads?

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The Evolution of Search in Education Marketing

Now, a few well-placed keywords are not enough. Although about 91% of today’s organizations still make significant marketing-related gains from SEO, the rules are fundamentally different now. Today’s prospective students use the search engine in ways that are quite unprecedented.

While traditional search engines serve up lists of links, AI-powered search engines deliver direct answers. Even better, they deliver such complete conversational responses that you do not need to visit a website. There’s a dual approach to this process: maintaining strong SEO foundations while embracing the emerging power of GEO.

Educational institutions stand to gain from this development. Prospective students can conduct exhaustive research without contacting an admissions office. By tapping the search button, they can get answers to vital questions about program details, application requirements, and career outcomes.

SEO: Still the Foundation of Digital Visibility

While AI is visibly gaining momentum, SEO remains an important tool. When executed properly, it can produce these benefits:
- Enhanced Visibility: Optimised content drives organic traffic, increasing inquiries and applications to your school. Recent industry sources report that schools that invest in comprehensive SEO measures enjoy a significant improvement in conversion rates.
  
  Better User Experience: With clear metadata, logical headings, and mobile-friendly designs, students can find information better on websites. The results include longer site visits, lower bounce rates, and higher engagement, which can help boost search rankings further.
- Established Authority: By creating comprehensive content, you’re signalling to search engines and users that your school is knowledgeable and can be trusted. It gives a sense of authority that can ultimately boost your school’s profile.
What is the difference between SEO and GEO marketing? The key difference between SEO and Generative Engine Optimization marketing lies in their focus and approach. SEO is used for traditional search engines, and GEO is used for AI-Driven searches:
- SEO optimizes content for traditional search engines (Google, Bing) to improve rankings in organic search results using keywords, backlinks, and technical SEO strategies.
- GEO marketing optimizes content for AI-driven search experiences (Google SGE, ChatGPT), ensuring content is AI-friendly, conversational, and structured for retrieval by generative AI models.
While SEO targets search engine algorithms, GEO marketing tailors content for AI-driven responses and voice search interactions.

Effective SEO Strategies for Education

The optimization approaches discussed below have been proven to be used by the most successful institutions.

Strategic On-Page Optimization:

Using long-tail keywords like “best MBA programs in Canada for working professionals” can help capture niche audiences.

Content Authority:

Create in-depth guides and case studies addressing the nuanced questions that prospective students typically ask. So, instead of just listing program requirements, develop extensive resources that cover career paths, industry connections, and student outcomes.

Mobile Optimization:

A responsive design is a must-have, thanks to most searches now happening on mobile devices. This holds true for young people who use smartphones to explore their educational options.

Schema Implementation:

Structured data markup can help search engines interpret your content much better. An education-specific schema like EducationalOccupationalCredential or EducationalOrganization can boost your program’s visibility in search results.

Local SEO:

Institutions with physical campuses need to optimize for local searches. This includes claiming and maintaining Google Business Profile listings, building local citations, and creating location-specific content highlighting campus facilities and community connections.

The AI Search Revolution: Understanding GEO

What is Generative Engine Optimization (GEO)?

More pertinently, what is GEO in SEO? Generative Engine Optimization in SEO refers to optimizing content for AI-driven search engines and generative AI models like Google’s Search Generative Experience (SGE) and ChatGPT. It focuses on structuring content for AI retrieval by using natural language, clear formatting, authoritative sources, and relevant keywords to improve visibility in AI-generated responses.

The way we interact with information today has changed drastically, courtesy of AI-powered search engines. You can now get direct, synthesized answers culled from several sources, so you don’t have to click through multiple links. The way this happens is in these three steps:

AI models scour the web for relevant information, searching from institutional websites to educational forums and third-party resources.

They blend this information into coherent, structured responses that address the specific query and can often include details from multiple sources.

Users will now get conversation-like answers without having to visit individual websites. These answers often come complete with citations or even visual elements.

Mastering GEO for Education Marketing

Imagine asking an AI assistant for the best digital marketing courses or top universities for business programs—and your institution doesn’t appear. That’s where Generative Engine Optimization (GEO) comes in.

What is GEO in digital marketing? GEO in digital marketing optimizes content for AI-driven search tools like Google’s Search Generative Experience (SGE) and ChatGPT. Unlike traditional SEO, which focuses on ranking in search engine results, GEO ensures your content is structured, conversational, and AI-friendly, making it more likely to surface in AI-generated responses.

As AI search adoption grows, Generative Engine Optimization is becoming critical. Prospective students are no longer just typing keywords into Google; they’re asking AI assistants for tailored recommendations. If your institution isn’t optimizing for AI-driven search, you risk being invisible in the conversations shaping students’ decisions.

That’s why mastering GEO for education marketing is no longer optional—it’s essential. Schools, colleges, and universities must adapt their digital strategies to ensure AI models recognize their programs, faculty, and unique offerings. Ignoring this trend means missing out on valuable opportunities to engage with future students where they’re already searching.

Focus on these strategies if you’re looking to succeed with GEO:

Answer-focused Content: Use a Q&A format to create clear and concise responses to common questions. Instead of burying tuition-related information in program pages, provide direct answers to questions like “How much does it cost to attend [School Name]?”

Authoritative Information: Provide precise, updated information and only cite credible sources. You can reference accreditation bodies, link to relevant research and put out consistent information across all digital channels.

Comprehensive FAQs: Use detailed FAQ sections to cover key topics like admissions and campus life. Using proper schema markup, structure these sections so that AI tools can pull information straight from your authoritative source.

AI-Friendly Schema: To make your content more machine-readable, use FAQ, Course, Event, and Speakable schemas. This way, AI systems can connect the different pieces of information contained on your site.

Multichannel Distribution: Let your content be shown across platforms like YouTube, LinkedIn, and Quora to gain more visibility. Because AI search engines pull material from varying sources, a consistent message across your channels will help your school be represented the right way.

Example: This screenshot captures Google search results for “Does ATC Toronto offer an auto detailing program?” It includes a prominently featured snippet directly answering the question on the left side of the page, and AI search results also answer the question on the right.

Source: Google

Creating Content That Excels in Both Worlds

Here are our best tips for creating suitable content for traditional and AI-driven searches:

Create Optimal Content:

Optimize Your Content Structure because human readers and AI algorithms will benefit immensely from clear organization.

Create a logical hierarchy using descriptive headings and subheadings. For example, move your program pages from a general overview to curriculum, faculty, career outcomes, and other specific details.

Incorporate bullet points and numbered lists for easy scanning. This is particularly important for details about admission requirements, application deadlines, and program benefits.

Implement appropriate schema markup to help search engines understand your content.

Let your content have a clear content hierarchy that guides users from general information to specific details.

Focus On Quality and Engagement

It is important to create high-quality content that addresses user intent. Follow these strategies:

Reach out to prospective students with answers to their most asked questions. Correctly predict and sort out their needs across all decision-making stages.

Balance authoritative information with a conversational tone. Do this while avoiding academic jargon and maintaining the appropriate level of sophistication for your target audience.

Use short paragraphs and clear language to make your content readable. Also, blend concise, direct answers with in-depth guides.

Let your student testimonials, faculty perspectives, and alumni success stories feature authentic voices as they can help humanize your institution.

Example: The University of Toronto has a section on its website that features testimonials from current students, alumni, and staff, helping to boost the school’s image with genuine feedback.

Source: University of Toronto – Current Students

Embrace Semantic SEO

Modern search optimization has gone past keywords, and here’s how:

Develop comprehensive pillar pages that cover broad topics like “Graduate Programs” or “Student Life” with links to more specific content. Use natural language mirroring how people speak and search. Incorporate variations and related as opposed to repeating the same keywords.

Create content clusters that address related topics and questions. Also, you can link between them to establish topical authority and help users navigate your site.

Consider the semantic field around educational topics, including synonyms, related concepts, and commonly associated terms.

Example: Here, R-MA demonstrates its mastery of semantic SEO with this Student Life page. Apart from providing a general overview of the school’s Student Life Program, the page also contains links to specific aspects of the program.

Source: Randolph-Macon Academy

Overcoming the Zero-Click Challenge

One of the biggest threats to education marketers is the rise of zero-click searches, where users get answers without visiting your website. Nearly 65% of Google searches now end without clicks to any websites. This trend is particularly problematic for institutions relying on website traffic for lead generation.

Here’s a quick look at how Zero-Click searches show up in search engines:

Featured Snippets: This displays key information directly in results, answering questions about application deadlines, tuition costs, and program requirements without requiring clicks.

Voice Search: Conversational queries often receive single, direct answers, particularly for straightforward questions like “When are applications due for [School Name]?”

AI Summaries: New tools seek to compile information from multiple sources into one response. Synthesizing details about educational programs without directing users to specific institutional websites.

Strategies to Combat Zero-Click Searches

Optimize the content for featured snippets: Structure content to rank better by directly answering questions.

Implement FAQ Schema: Mark up Q&A content with the right schema so your answers appear more in search results.

Create must-click content: Create resources that resonate with the users, including calculators and virtual campus tours.

Leverage Rich Results: Using structured data, enhance how your content appears in search results so it’s more appealing and clicked.

Focus on Complex Questions: Target those queries that you can’t answer in a snippet, those that need you to go further into your school’s offerings.

Example: Oxford University enhances its FAQ sections using structured data. By doing so, their answers are featured directly in search results—ensuring that key information about admissions and tuition is visible in a zero-click environment.

Source: Oxford University Help Center

Optimizing for Voice and Conversational Search

With voice assistants becoming more popular, optimizing for spoken queries is becoming increasingly important. Over 27% of searches are run through a voice interface, mostly among the younger generations. Here are some voice search best practices to use to this effect.

Use natural, question-based keywords that match how people speak, such as “How do I apply to [School Name]?” rather than “application process.”

Voice search is predominantly mobile-driven, so make sure your site is mobile-friendly and fast-loading.

Creating Conversation-Ready Content

To create conversation-ready content, you’ll need to follow certain rules. Our best tips include writing in short, digestible paragraphs that voice assistants can easily read aloud.

You must provide direct answers to common questions to start each relevant section. Another key tip is to create how-to guides and FAQ sections that fit with voice queries.

Let your content follow a conversation-like style, just like prospective students engage. There should be relevant context to match every user request, and the information provided should be clear and concise for the best results.

Essential Tools and Emerging Trends

To stay competitive in educational marketing, you need the right tools and awareness of emerging trends. Here are some must-have SEO and GEO tools.

Google Search Console: Monitor performance and identify opportunities by tracking how your pages appear in search results and which queries trigger their appearance.

SEMrush: Research keywords and analyze competitor strategies while paying particular attention to education-specific terms and competing institutions.

Ahrefs: Track backlinks and content performance, building a strong link profile that enhances your institution’s perceived authority.

Schema Markup Generators: Create and validate structured data to improve how search engines interpret your content.

Mobile Testing Tools: Ensure optimal performance across all devices, recognizing that many prospective students research educational options on smartphones.

Trends Reshaping Education Marketing

AI-Generated Search Summaries: By focusing on direct answers instead of posting traditional link listings, your search results appear faster and function better.

Voice Search Growth: This accounts for over 27% of all searches, mostly among younger demographic groups.

Engagement as a Ranking Signal: User interaction affects visibility, with metrics like time on site and interaction rates affecting search performance.

Video Content Prominence: Educational videos are gaining importance in search results, particularly for how-to and explanatory content about programs and campus life.

Social Proof Integration: With reviews, testimonials, and user-generated content, you can create more impact in traditional and AI-driven search results.

The Human Element: Storytelling in a Digital World

Although technical optimization remains crucial, education marketing relies heavily on human connection. The schools that balance data-driven strategies with authentic storytelling that resonates with prospective students succeed.

If you’re looking for a means to build student trust in your offerings through authenticity, here’s how to go about it.

Share real student success stories and testimonials that show how transformative your educational programs are.

Highlight those unique program features and opportunities that differentiate your institution from competitors.

Maintain transparency and avoid excessive jargon. Focus on pointing out what makes your institution special.

Create content that addresses the emotional aspects of the educational decision.

Example: Here, AAPS masterfully emphasizes the transformative power of its program by highlighting the experiences and successes of a student, recounted by the student herself.

Source: AAPS

Blending Data and Creativity

Use analytics to inform content strategy, identifying topics and formats that resonate with your target audience.

Enhance text with visual and interactive elements that engage users and encourage deeper exploration of your offerings.

Personalize messaging for different audience segments, with their varying priorities and concerns.

Test and refine approaches based on performance data, continuously improving your digital marketing effectiveness.

Embracing the Future of Education Marketing

As the digital outlook for today’s educational market continues to evolve, schools must continually adapt to remain competitive. The future of search engines belongs to those who can master both SEO and GEO to produce results that drive and direct conversations.

The tide favours schools whose content resonates with traditional search engines and AI-powered platforms. The target is to position your institution for this kind of leverage, and that’s the essence of this piece.

Ready to transform your digital presence? Start optimizing today and watch your institution’s story unfold—one search at a time.

Keen on increasing organic traffic and leads?

Optimize your site, attract students, and elevate your visibility with our specialized SEO strategies.

Frequently Asked Questions

Question: What is the difference between SEO and GEO marketing?

Answer: The key difference between SEO and Generative Engine Optimization marketing lies in their focus and approach. SEO is used for traditional search engines and GEO is used for AI- Driven searches.

Question: What is GEO in SEO?

Answer: Generative Engine Optimization in SEO refers to optimizing content for AI-driven search engines and generative AI models like Google’s Search Generative Experience (SGE) and ChatGPT.

Question: What is GEO in digital marketing?

Answer: GEO in digital marketing optimizes content for AI-driven search tools like Google’s Search Generative Experience (SGE) and ChatGPT.
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March 5, 2025
Your alumni magazine is a source of marketing gold

In a time of skyrocketing paper and postage costs, alumni magazines are paradoxically enjoying a renaissance. After cutting back—or cutting down—print issues during the pandemic, many institutions are now pushing for expanded page counts, more copies, better photography, multimedia extras and more institutional support.

Why?

Because audiences appreciate the thought-provoking content and the tangible, premium reminder of the enduring connection with their alma mater. In a 2024 CASE readership survey, 68 percent of TCU Magazine’s readers reported spending 30 minutes or more with every issue. Almost half reported that the magazine was a go-to source for continuing education.

Journalists are pouring their passion and experience into institutional magazines because higher education shines glimmers of hope into an increasingly dark world. They highlight purpose-driven students who will tackle the problems of the future and brilliant faculty whose research is providing innovative solutions to the planet’s most pressing challenges.

Our readership analytics at TCU Magazine have long shown a strong audience appetite for well-researched and carefully written and edited feature stories about forward momentum and its relationship to education. Since 2015, our overall page views have experienced an astounding 1,300 percent growth. That number sounds outlandish, but I can assure you it is accurate.

Our alumni, parents, donors and internal stakeholders are and always have been the primary audiences. But they aren’t the only people who want to know about the students, faculty, staff and initiatives that thrive on our campus. TCU Magazine’s stories are crafted to be relevant far beyond our campus community and long after the initial date of publication.

In 2021, when all the rules were being rewritten, we proposed a partnership with our colleagues in marketing. We suggested a trial run of using existing magazine stories as peer marketing material, promoting those features to internet users who live in the proximity of the country’s top 150 colleges and universities. The goal was for other professionals in higher education to learn about TCU beyond our exceptional student experience and athletic success.

TCU’s marketing director agreed that long-form content could run alongside more traditional digital marketing materials. Why not? Serving stories about improving teacher retirement plans; developing free, open-source digital mapping tools; or better understanding mutations in the BRCA gene benefit us and all manner of readers.

Audiences learn something new and interesting about how research is shaping the future, and we achieve our goal of enhancing TCU’s academic reputation.

Win-win.

Together, we built a partnership with a digital marketing agency based in Fort Worth. With their expert guidance, we got a crash course in the differences between Google Display Network and SEM keywords, Demand Gen ad placements, bidding strategies, and the wisdom of narrowing ad placements in social media feeds.

We launched our first joint academic content campaign in April 2021 with a modest investment. The results were promising: In two months, we got the TCU initials in front of more than six million people around the country and enticed 87,000 of those people to click on the ad and come to the website to read the story.

Best of all, these were what we refer to as quality clicks, because the average reader spent almost two minutes on one of our stories, far above the internet’s long-form content average of less than 40 seconds. That small trial convinced our divisional leaders that magazine material could be marketing gold.

We didn’t need to reinvent the wheel or invest in outside development of marketing-specific content because we had a treasure trove already flowing from a steady creative stream inside our office.

We expanded the efforts in 2022, sharing new stories with 10.5 million pairs of eyes and bringing 116,000 more people to our site to learn about TCU research. That year, we got an email from Puerto Rico about French professor Benjamin Ireland’s research reuniting families torn apart during forced internment during World War II. “I am not sure why Facebook ‘promoted’ your article to me this morning,” the effusive author shared, “but something made me click to read more.”

We’ve continued to grow these campaigns. Though our mission at the magazine is and always will be to serve the TCU community first, we now factor in whether a proposed story might have a broader impact or might help us tell a more expansive tale about how the type of ethical leadership that flourishes here and makes the world a better place.

My opinion is that these campaigns have worked because they’re a perfect merger of marketing and communication. We’re doing what magazine writers and editors have always done—telling authentic stories about real people doing purpose-driven work.

What’s not to like?

Caroline Collier is director of editorial services at Texas Christian University and editor of TCU Magazine.

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February 27, 2025
Roles in Educational Marketing Strategies

Reading Time: 8 minutes

Are you wondering what sort of systems your school needs to streamline processes, enhance communication, and maximize student success? Two critical tools in this digital transformation are Customer Relationship Management (CRM) systems and Learning Management Systems (LMS). If you’re thinking about which kinds of systems to implement – CRM vs LMS?

While both play vital roles in educational institutions, their functions, benefits, and implementation strategies differ significantly. Understanding the difference between CRM and LMS and integrating them into your educational marketing strategy can provide a powerful edge. In this blog, we provide all of the guidance you’ll need to get started.

Simplify student management and boost recruitment efficiency!

Transform your student portal experience. Get a FREE HEM-SP demo today.

What Is a CRM System?

In an educational marketing context, a Customer Relationship Management (CRM) system is designed to manage interactions with prospective and current students. You can use CRM systems to track leads, nurture relationships, and streamline admissions workflows. These tools are indispensable if you’re looking to optimize your marketing and recruitment efforts by ensuring every prospective student receives personalized attention at the right time.

CRM systems often include features such as lead tracking, segmentation, automated workflows, communication tools, and analytics. By providing insights into the enrollment journey, CRMs help schools allocate resources more effectively and improve conversion rates. A robust CRM can also support long-term engagement by keeping alumni connected to the institution.

What is the best CRM for schools? Every school is different but generally, to choose the best CRM platform for your school, you should prioritize a system tailored to the education sector, like Mautic by HEM, which offers tools for lead management, personalized communication, and data-driven insights to streamline your admissions and marketing efforts.

Built on the Mautic open-source marketing automation platform, it offers a comprehensive solution for managing leads, automating communication, and gaining insights into recruitment performance. With features such as contact management, campaign workflows, and lead scoring, Mautic by HEM helps schools supercharge their marketing and admissions efforts.

Do you want to know how to use CRM and LMS to take your student experience to the next level? Contact us for a demo

What Is an LMS?

What is the purpose of LMS in education? A Learning Management System (LMS) is a platform designed to deliver, track, and manage educational content and student learning experiences. LMS platforms provide the infrastructure for online learning, offering tools for course creation, assignment tracking, progress monitoring, and student engagement. Schools use LMS platforms to enhance in-person and online education by providing a centralized hub for learning resources and communication.

In addition to managing educational delivery, an LMS can provide valuable data on student performance and engagement, allowing educators to tailor instruction and support to individual needs. HEM’s Student Portal System, which includes a Student Information System (SIS), is an example of how an LMS can be integrated into an institution’s broader ecosystem. It streamlines everything from course scheduling to attendance tracking, creating a seamless experience for educators and learners.

CRM vs LMS: Key Differences

Although CRM and LMS systems serve different purposes, they often complement each other in educational marketing strategies. The primary distinction lies in their focus: CRM systems are designed to manage relationships with prospects and current students, while LMS platforms are dedicated to managing the delivery of educational content.

A CRM system focuses on pre-enrollment activities, such as lead generation, nurturing, and conversion. It ensures prospective students receive timely, relevant information encouraging them to apply and enroll. By contrast, an LMS supports post-enrollment activities, including course delivery, student engagement, and academic tracking.

Despite their distinct roles, both systems share a common goal: improving the student experience. By integrating CRM and LMS platforms, schools can create a cohesive journey from initial contact to graduation and beyond.

Source: HEM

Benefits of a CRM System in Educational Marketing

Implementing a CRM system in your school’s marketing strategy can yield several benefits. CRMs streamline lead management by organizing contacts, tracking interactions, and automating follow-ups. This allows your admissions team to focus on high-priority leads while ensuring no prospect falls through the cracks.

Mautic by HEM, for instance, empowers schools to create automated workflows for tasks such as email marketing, SMS campaigns, and event registrations. These tools help nurture leads effectively, moving them through the enrollment funnel. The platform’s robust reporting capabilities provide deep insights into the success of your marketing efforts, enabling data-driven decision-making.

CRMs also enhance personalization. By segmenting leads based on criteria such as program interest, location, or stage in the admissions process, schools can deliver tailored messages that resonate with each prospect. This level of customization increases engagement and improves conversion rates.

Example: One principal benefit of using a CRM for your school is access to detailed data that you can use to make your next move. The report below demonstrates how you can track registrations, what program the prospect has registered for, the prospects’ registration progress, and payment statuses. This is enough to craft and send a personalized follow-up message – a process that can be automated on CRMs like Mautic.

Source: Mautic | Higher Education Marketing

Benefits of an LMS for Educational Institutions

An LMS enhances the learning experience by providing a centralized platform for educational content and resources. Students can access course materials, submit assignments, and communicate with instructors from anywhere, fostering flexibility and accessibility.

LMS platforms also facilitate data collection, allowing educators to monitor student performance and identify areas for improvement. By tracking metrics such as course completion rates, assessment scores, and engagement levels, schools can make informed decisions to improve outcomes.

HEM’s Student Portal System exemplifies how an LMS can integrate seamlessly into an educational institution. With features such as course scheduling, attendance tracking, and performance reporting, it streamlines administrative tasks while enhancing the student experience. This dual functionality ensures that both educators and learners have the tools they need to succeed.

Example: Here, the learning benefits of Ontario eSecondary School are outlined plainly – they offer quick support, access to expert teachers, and personalized help. An LMS significantly improves the student experience by providing resources that enrich lessons and offer support from staff.

An LMS is particularly essential for online academies like Ontario eSecondary School in order to provide structure and necessary resources to students; however, with an increasingly tech savvy student population that tends to expect online options, an LMS can benefit any school.

The second image demonstrates how courses can be delivered using LMS tools. Your aim should be to improve student experience by creating an interactive learning experience. This can be accomplished by integrating communications and multi-media tools with your LMS.

Source: Ontario eSecondary School

Implementing a CRM System: Actionable Advice

To implement a CRM system effectively, start by identifying your school’s specific needs and goals. Consider factors such as the size of your admissions team, the complexity of your enrollment process, and the channels you use to communicate with prospects.

Next, select a CRM system designed for the education sector. Mautic by HEM is an excellent choice, offering features such as automated workflows, lead scoring, and detailed reporting tailored to the unique challenges of student recruitment. Requesting a demo is a great way to explore the platform’s capabilities and determine how it aligns with your goals.

Once you’ve chosen a CRM, focus on integration and training. Ensure the system integrates with your existing tools, such as your website and email marketing platforms. Provide thorough training for your team to ensure they can use the CRM effectively. Finally, monitor performance and gather feedback to refine your processes over time.

Implementing an LMS: Actionable Advice

When implementing an LMS, start by defining your educational goals. Consider the types of courses you offer, the level of interactivity you want to provide, and the needs of your students and instructors.

Select an LMS that aligns with these goals. HEM’s Student Portal System, for example, offers a comprehensive solution for managing courses, tracking attendance, and monitoring student progress. By integrating these functions into a single platform, the system simplifies administration while enhancing the learning experience.

Ensure your LMS is user-friendly and accessible. Provide training for instructors and students to maximize adoption. Regularly review performance metrics to identify areas for improvement and ensure the platform continues to meet your institution’s needs.

Example: Here, the SP Student Information System is being used for course planning. LMS systems like this help you centralize the information that students need to retain lessons and complete their assignments. Be detailed and clear when providing lesson information.

Source: Student Information System

Combining CRM and LMS for Maximum Impact

While CRM and LMS systems serve different purposes, integrating them can create a seamless experience for both prospective and current students. For example, data from your CRM can inform personalized communication with enrolled students through your LMS. Similarly, insights from your LMS can help you refine your marketing efforts by highlighting the types of content and courses that resonate most with learners.

HEM’s suite of solutions, including Mautic by HEM and the Student Portal System, offers an integrated approach to educational marketing and administration. By combining the strengths of CRM and LMS platforms, schools can create a unified strategy that supports students at every stage of their journey.

It’s Time to Get Started!

LMS vs CRM? Instead of choosing one over the other, try focussing on how each system contributes to your educational marketing strategy. A CRM system like Mautic by HEM helps schools attract and convert prospective students, while an LMS like HEM’s Student Portal System ensures those students have an exceptional learning experience. By leveraging both tools, schools can optimize their processes, enhance engagement, and achieve their goals more effectively.

If you’re ready to take your school’s marketing and administrative efforts to the next level, consider exploring HEM’s Mautic and Student Portal solutions. With the right tools and strategies in place, your institution can thrive in today’s competitive educational landscape.

Simplify student management and boost recruitment efficiency!

Transform your student portal experience. Get a FREE HEM-SP demo today.

Frequently Asked Questions

Question: What is the best CRM for schools?

Answer: Every school is different but generally, to choose the best CRM platform for your school, you should prioritize a system tailored to the education sector, like Mautic by HEM, which offers tools for lead management, personalized communication, and data-driven insights to streamline your admissions and marketing efforts.

Question: What is the purpose of LMS in education?

Answer: A Learning Management System (LMS) is a platform designed to deliver, track, and manage educational content and student learning experiences.

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February 26, 2025
Inside the Minds of Grad Students: 5 Key Findings from Our Latest Study on Graduate Enrollment

As a higher education leader, it’s no secret that you’re facing a fiercely competitive graduate enrollment landscape. You know as well as I do that understanding what prospective students want and how they behave isn’t just helpful – it’s crucial to your institution’s success. That’s why we teamed up with UPCEA to conduct a deep dive into today’s post-baccalaureate students, uncovering their unique needs, expectations, and wants.

We’ve published those insights in our latest report to help colleges and universities fine-tune their graduate enrollment strategies and deliver real results. You can download the complete report here: “Building a Better Pipeline: Enrollment Funnel Needs and Perspectives from Potential Post-Baccalaureate Students“

Our research focused on individuals who expressed at least some interest in pursuing advanced education, and this study sheds light on what matters most to potential graduate students—everything from program types and communication preferences to application expectations.

As we dug into the data, some obvious themes emerged. Here are five key findings that can prepare your institution to stand out in this tight market and guide you in shaping strategies that resonate, engage, and deliver results.

1. Graduate enrollment is a crowded market—and the stakes are high

This is no surprise to those working in higher ed in recent years. Graduate enrollment is slowing, with just a 1.1% projected increase over the next five years. Adding to the challenge, 20% of institutions dominate 77% of the market. For everyone else, it’s a fierce battle for a shrinking pool of candidates. To win, you’ll need a sharp, focused approach.

2. Online programs are the clear favorite

Did you know that 71% of prospective students are “extremely” or “very” interested in fully online programs? Hybrid formats come in a close second, while traditional in-person options are struggling to keep pace. The data confirms that flexibility isn’t a trend—it’s a necessity.

3. Program information is a make-or-break factor

Here’s something we see far too often: quality programs losing prospective students simply because critical details—like tuition costs and course requirements—are buried or missing entirely from the school’s website. In fact, 62% of students indicated they would drop off early in their search for this exact reason.

The fix? It’s simpler than you might think. By optimizing your program pages and doubling down on SEO, you can turn passive visitors into engaged prospects.

4. Financial transparency builds trust

Sticker shock is real. High application fees, vague cost information, and limited financial aid details are among the top reasons students abandon the application process late in the game. By addressing these concerns clearly and directly, you’re not just solving a problem, you’re building trust.

When it comes to connecting with prospective graduate students, email reigns supreme. Whether it’s inquiring about programs (47%), application follow-ups (67%), or receiving application decisions (69%), email is the channel students trust the most.
But here’s the catch: your emails have to be timely, personalized, and relevant in order to make an impact.

The key to graduate enrollment success is just a click away

The insights highlighted above are just the tip of the iceberg. Imagine what’s possible when you apply them to your graduate enrollment strategy.

If you’re ready to refine your approach and stay ahead of the curve, we’ve got you covered. Our report dives deeper into the data and uncovers actionable insights, including:

Positioning your online and hybrid offerings to meet growing demand

Optimizing program pages to emphasize the information students value most

Communicating financial information proactively to convert candidates

Building email outreach strategies that build trust and keep students engaged

Grab your complimentary copy of the report today, and let’s start building a better pipeline together!

Your roadmap to winning in the competitive graduate market.

Optimize Your Enrollment Funnel

Get the latest data on graduate student enrollment trends. Download the full report now.

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February 16, 2025
A Guide to Video Marketing for Schools

Reading Time: 11 minutes

With video consumption accounting for nearly 83% of global internet traffic and popular platforms like Instagram, YouTube, TikTok, and Facebook prioritizing video content, video marketing has become indispensable for educational institutions aiming to boost visibility and enrollment.

To stay competitive in today’s market, you’ll need to harness the potential of video advertising effectively. This comprehensive guide explores the power of video marketing for schools, the types of video content that work best for student recruitment, strategies for success, and solutions to common challenges.

Struggling to stand out in a crowded market?

Boost Enrollment with Engaging Short Videos

The Power of Video Ads

Video ads have revolutionized student recruitment strategies. With the average attention span of viewers shrinking to just eight seconds, video offers a uniquely engaging way to capture attention and convey key messages.

Prospective students, especially from Generation Z, respond favorably to videos that are authentic, visually appealing, and emotionally resonant. Institutions that embrace this medium can benefit in several ways.

Source: HEM

Are you ready to start seeing the benefits of video marketing for schools in your strategy? Reach out to learn about our short-form video services

The Rise of Video Content

The prevalence of mobile devices has played a crucial role in video’s dominance. Roughly 75% of video consumption now takes place on smartphones, which means that optimizing video content for mobile viewing is no longer optional.

How can you ensure that your videos perform well on mobile devices? Optimize videos for vertical viewing on social media stories, reels, and TikTok where many of your prospects spend time each day.

Videos resonate because they combine auditory and visual stimuli, making it easier to communicate complex ideas quickly. From showcasing campus life to highlighting academic achievements, videos allow your institution to tell compelling stories that resonate with viewers on an emotional level.

Video is also uniquely positioned to address the challenge of dwindling attention spans. Short, visually rich content quickly captures the viewer’s interest and sustains it by combining engaging visuals with concise messaging.

Platforms such as TikTok, with its bite-sized, highly engaging format, demonstrate the power of video to connect with younger audiences effectively. On platforms like YouTube, longer-form videos offer opportunities to dive deeper into campus life, academic programs, or institutional values.

Engagement metrics further underscore the importance of video. Social media algorithms prioritize video content, leading to higher visibility and better engagement rates.

Studies consistently show that video posts receive significantly more likes, shares, and comments than static posts. This increased interaction enhances the institution’s online presence and builds a stronger connection with potential students by inviting them to engage directly with the content.

Finally, video content creates a multisensory experience that helps prospective students visualize themselves at the institution. When students see themselves participating in activities, walking the campus, or enjoying the community, they are more likely to form an emotional connection that influences their decision-making process.

Example: Here, UC Berkeley shares a short, interesting interview-styled video, optimized for vertical video apps. When choosing a video format and editing your video, be sure to keep your viewer’s short attention span in mind.

Source: UC Berkeley | TikTok

Types of Video Ads for Student Recruitment

To fully leverage video advertising, it’s important to understand the different types of videos that resonate with your audience. Each type serves a unique purpose, allowing schools to communicate effectively across various platforms.

Hype Promo Videos

Hype promo videos are ideal for generating excitement around major announcements, such as launching a new program or an upcoming campus event. These high-energy videos grab attention with dynamic visuals and captivating music, making them perfect for social media platforms where scrolling speeds are fast.

While shorter clips work well for platforms like Instagram and TikTok, longer versions can be hosted on the institution’s website or YouTube channel to provide a more comprehensive overview.

Example: Randolph-Macon Academy uses high-quality footage, eye-catching editing, and epic music to tell a compelling story about the student life experience they offer. Hype promo videos are an excellent avenue for visual storytelling.

Source: Randolph – Macon Academy | YouTube

User-Generated Content

User-generated content (UGC) is a game-changer for student recruitment. Content created by current students, alumni, or ambassadors exudes authenticity, which prospective students highly value.

Whether it’s a student documenting their day on campus or an alumnus sharing their career journey, UGC builds trust and fosters a sense of relatability. Institutions can encourage student participation by offering incentives like branded merchandise or featuring contributors prominently on official channels.

Example: This UGC video from Cumberland College is authentic and appeals to the desires of a specific Gen-Z audience particularly as the popularity of online careers grows. Throughout your UGC campaign, be sure to focus on highlighting genuine experiences to differentiate the content from a traditional ad.

Source: Cumberland College

DIY Video Tips

Limited budgets should never deter institutions from producing impactful video content. If you’re wondering how to create video ads on a limited budget, look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment.

Simple strategies like natural lighting, stabilizing the camera, and adding subtitles can elevate production quality. Starting small with test videos allows for refinement over time, paving the way for a more robust video marketing strategy.

Example: Video marketing for schools doesn’t always have to involve highly produced footage. As long as the quality isn’t compromised, and the results are just as engaging, all you really need to get started is a modern smartphone with a decent camera and some creative ideas. Video marketing is heavily trend-driven, particularly on platforms where short-form videos are popular. For your DIY videos, do preliminary research, taking note of the trends that viewers are responding to.

Source: Cambridge University | YouTube

Strategies for Effective Video Content

Creating effective video ads requires more than just compelling visuals. Institutions must adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

Focus on Quality Over Quantity

Every video should reflect the institution’s values, strengths, and mission. To ensure consistently high-quality video content, schools can implement several strategies.

First, create clear production guidelines that include lighting, sound, and framing recommendations. These guidelines can help amateur creators, such as students contributing user-generated content, maintain a professional standard.

When relying on user-generated content (UGC), provide participants basic training or tip sheets on capturing footage. Encourage contributors to use stable tripods, proper lighting, and minimal background noise to enhance video clarity. Offering editing support or simple tools to enhance UGC—such as branded filters or overlays—ensures that the final product aligns with the institution’s brand identity.

Consistency in quality also comes from pre-production planning. For example, institutions can create storyboards or scripts for key content themes, ensuring each video maintains a cohesive narrative. Review processes are equally critical; assigning a designated team or individual to review and approve content before publication allows schools to catch inconsistencies and errors early.

Investing in scalable tools, such as video editing software or mobile apps, allows schools to polish videos before posting. Paired with these efforts, periodic feedback sessions with creators can help refine content over time. A single high-quality video can generate more engagement and drive more conversions than a series of poorly produced clips.

Segment Videos by Topic

Educational institutions cater to diverse audiences, each with unique interests and priorities. By creating topic-specific videos, schools can address these varying needs effectively. For instance, one video might highlight academic programs, while another focuses on student life or campus facilities.

This segmentation ensures prospective students receive information tailored to their interests, enhancing engagement and encouraging further exploration.

Example: Organize your videos into playlists to make it easier for viewers to find what they’re looking for as the University of Toronto did on their YouTube page in the image below.

Source: University of Toronto

Showcase Real Success Stories

Nothing resonates more deeply than genuine success stories. Featuring interviews with current students, alumni, or faculty members allows institutions to highlight real-world outcomes and the impact of their programs.

These narratives provide relatable insights that prospective students can envision for themselves, making the institution’s offerings more tangible and aspirational.

To create compelling success story videos, schools should start by identifying standout students or alumni whose journeys reflect the institution’s values and strengths.

Conduct interviews in visually appealing settings, such as iconic campus locations, to give viewers a sense of place. Incorporate diverse voices and experiences to ensure the stories resonate with a wide audience.

Actionable strategies include integrating authentic visuals, such as clips of the featured individual participating in classes, engaging in extracurricular activities, or achieving milestones in their careers. Pair these visuals with concise, heartfelt narratives that emphasize personal growth and accomplishments.

For consistency and quality, schools can create a structured framework for storytelling. This might include opening with a brief introduction, highlighting the challenges or goals the individual faced, and concluding with their achievements and future aspirations. Encourage participants to speak naturally, as unscripted moments often feel more genuine and relatable.

Additionally, amplify the impact of these stories by embedding them into broader marketing campaigns. Share snippets on social media, include them in email outreach, or feature them prominently on the institution’s website. This multi-channel approach ensures that success stories reach prospective students at various touchpoints, enhancing their overall effectiveness.

Boost Engagement with CTAs

Every video should include a clear and compelling Call-To-Action (CTA). CTAs are the bridge between engagement and action, guiding viewers to take the next step in their journey with the institution. To craft effective CTAs, schools should focus on clarity and relevance. For instance, a video showcasing campus life might end with an invitation to “Book a Campus Tour,” while a testimonial video could encourage viewers to “Apply Today and Start Your Journey.”

The placement and timing of CTAs are equally important. CTAs placed at the end of a video often drive action most effectively, as viewers are already immersed in the content. However, mid-video CTAs can also be used strategically in longer videos to re-engage audiences who may drop off before the end. Interactive elements like clickable links or embedded forms can make CTAs even more effective by reducing friction for viewers.

Customization of CTAs based on the platform is another key strategy. On YouTube, a CTA might take the form of a video overlay or end screen, while Instagram could use stickers or swipe-up features. These platform-specific approaches ensure that the CTA feels natural and intuitive to the viewer.

Finally, measuring the success of CTAs is critical. Schools can track metrics such as click-through rates, conversions, and engagement to refine their approach over time. A/B testing different CTA phrasing or formats can also provide valuable insights into what resonates most with prospective students. With these strategies in place, CTAs can transform passive viewership into active interest and tangible results.

Overcoming Challenges in Video Marketing

Despite its benefits, video marketing comes with its own set of challenges. Educational institutions must address these hurdles to maximize the impact of their campaigns.

Privacy and Legal Compliance

Privacy concerns are paramount when creating promotional content involving students. Institutions should implement consent forms and adhere to relevant regulations to ensure that all video materials comply with legal requirements. Transparency in this process not only safeguards the institution but also builds trust with stakeholders.

Maintaining Brand Cohesion

Consistency is key to building a strong brand identity. To achieve this, schools should develop a brand style guide that outlines visual and messaging standards for all video content. This ensures that every video aligns with the institution’s overall branding, reinforcing recognition and credibility.

Generating Fresh Content

Keeping content fresh and engaging can be a challenge, especially for institutions with limited resources. One solution is to develop themes or “content buckets,” such as academic achievements, campus events, or faculty highlights. This approach provides a structured framework for content creation, making it easier to maintain a steady flow of new material.

Leveraging Stock Footage

For institutions with constrained budgets, stock footage offers a cost-effective alternative to original video production. By customizing stock footage with branded elements like logos or text overlays, schools can create visually appealing content that feels authentic and aligned with their messaging.

Enhancing Impact with Professional Elements

While authenticity is critical, incorporating professional touches can elevate video quality and make content more impactful. Techniques like using green screens, investing in studio settings, and optimizing videos for mobile viewing can significantly enhance production value.

Additionally, tailoring content for specific platforms—such as LinkedIn for professional audiences or Instagram for visual storytelling—ensures maximum reach and engagement.

Building Trust Through Authenticity

Authenticity is the cornerstone of effective video marketing. Overly polished advertisements can sometimes feel impersonal, while genuine, unscripted content fosters emotional connections.

Videos that highlight real student experiences, showcase unfiltered moments, or provide behind-the-scenes glimpses into campus life resonate deeply with prospective students, making them more likely to consider the institution.

Cost-Effectiveness and ROI

Video marketing doesn’t have to break the bank. User-generated content, in particular, offers a highly cost-effective way to create engaging videos. Encouraging students and alumni to contribute content not only reduces production costs but also enhances relatability.

When paired with strong CTAs, video ads often outperform other formats in generating conversions, making them a high-ROI investment for student recruitment campaigns.

Example: Pictured below are the average conversion rates of various traffic sources. Second only to organic traffic (referring to visitors that complete a desired action after finding your institution through unpaid search results), video marketing boasts a high 4.8% conversion rate making it a worthy investment.

Source: Business Dasher

In review, what are the best video marketing strategies for schools? Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

This includes focusing on quality over quantity by creating visually appealing and professional videos that reflect the institution’s values. Schools should also segment their video content by topic to cater to the diverse interests of their prospective students, ensuring each video delivers targeted and relevant information.

Leveraging real success stories is another impactful strategy, as these narratives provide relatable and aspirational insights. Institutions should also craft clear and engaging calls-to-action (CTAs) that guide viewers toward the desired next steps, such as applying or signing up for a campus tour.

Ensuring consistency in quality, brand cohesion, and authenticity while addressing privacy concerns and optimizing for platform-specific formats will further enhance the effectiveness of video ads. By combining these strategies, you can create videos that capture attention and drive meaningful engagement and conversions.

Video ads are transforming digital marketing strategies for schools. Embracing this powerful medium can significantly amplify your reach, foster emotional connections, and drive enrollment. From leveraging user-generated content to creating high-quality promotional videos, the strategies outlined in this guide provide a roadmap for success.

Don’t get left behind as marketing trends evolve. Institutions that prioritize video marketing will be better positioned to connect with the next generation of students and thrive in an increasingly competitive landscape. The time to invest in video ads is now and we can help you get started.

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Frequently Asked Questions

Question: How to create video ads on a limited budget?

Answer: Look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment. Simple strategies like using natural lighting, stabilizing the camera, and adding subtitles can elevate production quality.

Question: What are the best video marketing strategies for schools?

Answer: Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

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January 29, 2025
Leverage Student Ambassadors and UGC in Education Marketing

Reading Time: 11 minutes

Authenticity has become a cornerstone of successful education marketing campaigns. Nothing speaks louder to prospective students than real experiences shared by current students. That’s why we recommend the combined use of two powerful tools: student ambassador programs and user-generated content (UGC).

These strategies harness the voices of your students to create compelling, authentic narratives that resonate. In this blog, we’ll explore the enrollment-boosting potential of student ambassadors and UGC for education marketing, the benefits they offer, and actionable steps to integrate them into your strategy. Let’s get started!

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Understanding the Role of a Student Ambassador

What is a student ambassador? A student ambassador is a current student who represents your institution in various capacities, from marketing and recruitment to campus events. These individuals are typically chosen for their enthusiasm, communication skills, and ability to connect with diverse audiences.

What do student ambassadors do? As the face of your school, student ambassadors embody its culture and values, offering prospective students and their families an authentic glimpse into campus life.

The roles of student ambassadors are varied. They may host campus tours, participate in Q&A sessions during open houses, or even create content for your social media platforms. By sharing their personal experiences, they help humanize your institution, breaking down barriers and building trust.

Source: University of Waterloo

Example: On its website, the University of Waterloo has a dedicated page for members of its community who are interested in its student ambassador program. This page details the role of a student ambassador, the requirements for candidates, their workload, and compensation. When you launch your student ambassador program, use site content to provide vital information to potential candidates and the students they’ll support in their roles. Use social media to keep your audience updated on the application process and involve student ambassadors in content creation to establish a relationship between them and the rest of your student body.

Reach out for help implementing effective enrollment-boosting digital marketing strategies!

What Is User-Generated Content (UGC)?

User-generated content (UGC) refers to any content created by your students, alumni, or even staff, rather than your marketing team. This can include photos, videos, testimonials, social media posts, or blogs that showcase their authentic experiences. Unlike polished advertising campaigns, UGC is often raw and unfiltered, making it highly relatable and trustworthy.

Now that audiences are bombarded with promotional material, UGC stands out. It delivers a level of authenticity that professionally crafted content simply cannot replicate. For prospective students, seeing someone “just like them” thriving at your institution can be the deciding factor in their enrollment journey.

Source: University of Oxford | TikTok

Example: Take a look at the comments on this TikTok video. The bottom one shows how many prospective students are turning to current students for advice and insights into their journey with your institution. This “day in the life” video from a University of Oxford student offers a glimpse into campus life from a personal perspective. Videos shared on a student’s personal page often feel more genuine since they don’t come across as promotional content.

That’s not to say your school shouldn’t engage with these posts! Use hashtags, like #universityofoxford, to find UGC created by your community and reshare it on your school’s profile. To encourage more of this content, promote specific hashtags and even run contests or challenges to inspire creativity and engagement.

The Benefits of Student Ambassadors and UGC

Though their methodology is different, both student ambassador programs and UGC help to tell your school’s unique story authentically.

These methods are particularly effective at humanizing your school’s brand. Discover some more of the unique benefits you can see when you combine these strategies correctly.

Authenticity and Trust: Both student ambassadors and UGC provide unfiltered insights into your institution. Prospective students are more likely to trust the words of a peer than a marketing brochure. When real students share their stories, it creates a sense of transparency and trust.

Increased Engagement: Content created by student ambassadors and peers often performs better on social media platforms. Audiences are more likely to engage with posts that feel genuine and relatable. This increased engagement can translate to higher visibility for your institution.

Cost-Effectiveness: Leveraging the voices of your students can reduce the need for extensive advertising budgets. While there may be costs associated with training or compensating ambassadors, the return on investment through increased applications and enrollment often outweighs the initial expenditure.

Community Building: By involving students in your marketing efforts, you foster a sense of pride and belonging. Ambassadors feel more connected to your institution, and their enthusiasm is infectious, positively influencing both their peers and prospective students.

How to Build a Successful Student Ambassador Program

Building a student ambassador program involves creating a structured initiative that aligns with your school’s marketing goals and fosters authentic engagement. A successful program requires careful planning, clear objectives, and ongoing support to empower ambassadors as true representatives of your institution. Here, we’ll walk you through the essential steps to design and implement a program that connects with prospective students and amplifies your school’s story.

Define Clear Objectives

Clear objectives are the cornerstone of a student ambassador program, aligning with your marketing goals and guiding ambassadors toward success. Start by clearly outlining the program’s purpose. For example, increasing applications, enhancing campus tour experiences, or boosting social media engagement.

This clarity of intent should be paired with measurable goals, to help ambassadors understand what success looks like. Measurable goals could be increasing tour attendance by 20% or generating a set number of social media posts each month

Tailor these objectives to match the unique strengths of each ambassador, assigning roles that play to their talents, such as public speaking for campus tours or storytelling for blog posts and videos. Providing a clear role description that details their responsibilities, tasks, and time commitments is equally critical to avoid confusion and set expectations.

To foster motivation, explain the “why” behind their tasks, helping them see how their efforts impact prospective students, build trust in the institution, and contribute to enrollment goals. Regular check-ins or feedback sessions can also ensure ambassadors stay on track, allowing for adjustments and maintaining engagement. With clearly defined objectives and the right support, ambassadors can confidently represent your institution and drive meaningful results.

Recruit the Right Ambassadors

Select ambassadors who reflect the diversity and values of your institution. Look for individuals who are enthusiastic, articulate, and comfortable sharing their experiences. Peer recommendations, faculty referrals, and application processes can help identify the best candidates.

Foster Collaboration

Facilitate collaboration between ambassadors and your marketing team. Regular meetings can help align their content with your broader campaigns while maintaining authenticity. Ambassadors should feel supported but not micromanaged.

Source: University of Windsor

Example: The University of Windsor demonstrates trust in its student ambassadors with a unique feature on its website. It allows current and prospective students to select an ambassador to chat with for answers to their school-related questions. To replicate this success, implement a comprehensive training program to ensure consistency and quality. Clear expectations enable your ambassadors to take on key responsibilities confidently, delivering a strong return on your investment.

Provide Comprehensive Training

Familiarize Ambassadors with Your Institution’s Key Messaging and Values
Begin by familiarizing ambassadors with your institution’s key messaging and values. This includes providing them with a clear understanding of your school’s mission, vision, and what sets it apart from competitors. Equip them with talking points about academics, extracurricular offerings, campus facilities, and student life, ensuring consistency in how they communicate your brand. Role-playing exercises can be particularly effective here, helping ambassadors practice delivering messages in a variety of scenarios, such as open houses, campus tours, or online Q&A sessions.

Train Ambassadors on Social Media Best Practices
Training should also include social media best practices, especially if ambassadors are creating content for your platforms. Teach them how to craft posts that are engaging and aligned with your school’s tone and style. Provide guidelines on appropriate language, photo and video quality, and compliance with privacy policies.

Develop Public Speaking Skills
Since many ambassadors will engage with prospective students and families in person, public speaking training is invaluable. Help them refine their communication skills with workshops that focus on clarity, confidence, and storytelling. Encourage them to share personal anecdotes about their experiences at your school, as these authentic stories are often the most memorable. Practice sessions with constructive feedback can significantly boost their comfort in delivering presentations or handling impromptu questions.

Build Soft Skills for Diverse Audiences
Effective training also involves building soft skills like empathy, adaptability, and cultural awareness, especially for ambassadors interacting with diverse audiences.

Include scenarios that challenge them to navigate different cultural perspectives or address sensitive questions tactfully. By fostering these skills, you ensure ambassadors can create welcoming and inclusive experiences for prospective students and their families.

Incorporate Interactive Training Methods
To make training engaging and practical, use a mix of interactive methods such as role-playing, group discussions, and hands-on activities. Incorporate real-world examples and success stories from past ambassadors to inspire new recruits and show them what’s possible. Providing a training manual or digital resource hub can also serve as a handy reference for ambassadors as they grow into their roles.

Provide Ongoing Support and Refreshers
Finally, ongoing support and refreshers are critical. Schedule periodic check-ins to provide additional guidance, address challenges, and celebrate successes. The more prepared they are, the more effectively they’ll represent your school.

Empower Ambassadors to Create

Empowering student ambassadors to create their own content is one of the most effective ways to showcase the authentic, lived experiences that resonate with prospective students. By trusting ambassadors with creative freedom, you enable them to craft content that feels genuine and relatable—qualities that polished marketing campaigns often struggle to replicate.

Start by encouraging ambassadors to focus on their personal experiences and unique perspectives. Heartfelt testimonials are another powerful form of content. Whether it’s a written story, a video, or a social media post, ambassadors sharing their personal journeys—why they chose your school, how it’s impacted their lives, and what they’ve learned—can create an emotional connection with viewers.

To provide inspiration and structure, consider giving student ambassadors a content calendar – a detailed content plan that outlines the where, what, and when of your posts. Highlighting diverse voices within your ambassador team ensures a broad range of experiences and perspectives are represented, appealing to a wider audience.

Celebrate Their Contributions

Recognize and reward your ambassadors for their efforts. This can range from financial compensation to exclusive perks like access to networking events or career development opportunities. Publicly celebrating their work reinforces their value and motivates others to get involved.

Source: New York University

Example: Here, New York University’s School of Global Public Health welcomes a new student ambassador, celebrating her accomplishments in the field, describing her role in the NYU community, and directing the audience to her student blog post. In addition to monetary rewards, student ambassadors appreciate public acknowledgments of their contributions.

Measure Success

Track the impact of your ambassador program using metrics such as social media engagement, website traffic, and application rates. Use this data to refine your approach, ensuring continuous improvement.

Incorporating UGC into Your Marketing Strategy

A UGC marketing campaign can be a goldmine for schools looking to leverage their communities to tell their story. By encouraging students to share their experiences, you tap into a wealth of relatable and engaging material that resonates with prospective students. Let’s explore how to integrate UGC into your marketing strategy for maximum impact.

Create Opportunities for UGC

Encourage your students to share their experiences by hosting contests, themed hashtag campaigns, or student takeovers on social media. The more accessible you make the process, the more likely students are to participate.

Source: Caleontwins | TikTok

Example: Here, Humber College has paid well-known influencers to promote a contest called Humber Bring It. The aim was to showcase all the unique skills students brought to their community. In their video, the Caleon twins shared all the essential details of the contest such as the deadline, prizes for winners (a 5000 dollar tuition credit or a laptop), and the hashtag that each contestant should use. Contests like this are the perfect way to create a UGC buzz around your institution.

Showcase UGC Across Platforms

To maximize the impact of user-generated content (UGC), feature it prominently across your marketing platforms. Incorporate student stories, photos, and videos on your website’s homepage, within program pages, and in blog posts to provide a genuine glimpse into campus life. Social media channels are another natural home for UGC, where they can drive engagement and create relatable touchpoints with prospective students. Consider integrating this content into admissions brochures, emails, and campus tour presentations to ensure consistent messaging.

Before sharing any UGC, prioritize student consent. Always seek permission from contributors, clearly explaining where and how their content will be used. Providing written guidelines and gaining explicit agreement ensures transparency and builds trust. By celebrating your students’ experiences respectfully and prominently, you showcase your school’s vibrant community and also create a foundation of authenticity and ethical storytelling that resonates with your audience.

Maintain Quality Control

While UGC is inherently less polished, maintaining a level of quality ensures it aligns with your institution’s values and messaging. Begin by establishing clear guidelines for students contributing content.

These guidelines should outline your school’s tone, branding, and expectations for appropriateness, while still encouraging creativity and individuality. For example, provide tips on photography and video basics, such as lighting and framing, to enhance visual appeal without compromising authenticity.

Review content before publication to ensure it represents your school positively. This doesn’t mean heavily editing or sanitizing the material—rather, it’s about ensuring the content reflects your institution’s culture, is free of inappropriate language or imagery, and avoids unintentional misrepresentation.

Offering feedback to students can also be a valuable learning experience, helping them refine their work while staying true to their voice. By balancing authenticity with quality, you showcase the best of your community in a way that’s both relatable and professional.

Engage with UGC Creators

Show appreciation for students who contribute content by engaging with their posts, sharing their work, or even spotlighting them in dedicated campaigns. This not only boosts their morale but also encourages others to participate.

Use UGC to Tell Stories

Go beyond individual posts by weaving UGC into cohesive narratives. For example, compile videos and testimonials into a series showcasing different aspects of campus life. Storytelling adds depth and emotional resonance to your campaigns.

Bringing It All Together

Student ambassador programs and UGC are avenues for building authentic connections with your audience. By leveraging the voices of your students, you showcase your institution’s unique story in a way that resonates deeply with prospective students and their families.

At Higher Education Marketing, we specialize in helping schools like yours unlock the potential of these strategies and many others. Whether you’re just starting or looking to refine your approach, our expertise ensures your campaigns drive meaningful engagement and results.

Your students are your greatest storytellers. Let their voices elevate your brand and inspire the next generation to join your community.

Struggling with enrollment?

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

Frequently Asked Questions

What is a student ambassador?

A student ambassador is a current student who represents your institution in various capacities, from marketing and recruitment to campus events.

What do student ambassadors do?

As the face of your school, student ambassadors embody its culture and values, offering prospective students and their families an authentic glimpse into campus life.

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January 22, 2025

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