The last time we caught up with Shankar Prasad, he was telling us about his new role as chief strategy officer at Carnegie. Shankar reached out, saying that he is recruiting for the key role of Carnegie’s VP of online enrollment and integrated marketing solutions. As I’m on the lookout to share information with our community about roles at the intersection of learning, technology and higher education change, this job seemed perfect. Shankar graciously agreed to answer my questions about the role.
Q: What is the mandate behind this role? How does it help align with and advance the company’s strategic priorities?
A: Carnegie’s Online Program Experience (OPX) business line is an important growth area. The company aims to be the premier provider of integrated marketing and enrollment solutions for online programs. The mandate of the VP of online enrollment and integrated marketing solutions is to build and own the sales plan for this OPX business, drive revenue growth, and ensure that Carnegie’s full suite of services (research, strategy, digital marketing, lead generation, creative and website development) are successfully cross‑sold to new and existing clients.
The job description states that the VP will “lead our sales strategy and execution to achieve our revenue targets,” shape the OPX growth strategy, and establish Carnegie as the premier provider of online program solutions in higher education. To do this, the VP must create the OPX sales plan, drive sales, meet goals and targets, and deliver growth through new clients and client‑expansion opportunities across Carnegie’s entire suite of services.
This work aligns closely with Carnegie’s strategic priorities. The company positions itself as a leader in higher education marketing and enrollment strategy and emphasizes human‑centered, data‑driven solutions. By spearheading integrated marketing and enrollment solutions for online programs, the VP advances this mission—ensuring that Carnegie’s OPX offerings evolve with market trends, deliver measurable results and reinforce the organization’s leadership position. The role also requires thought leadership, cross‑team collaboration and partnerships, which support Carnegie’s focus on innovation and authentic human connections
Q: Where does the role sit within the company’s structure? How will the person in this role engage with other units and leaders across the company?
A: The VP of online enrollment and integrated marketing solutions is Carnegie’s leader of integrated sales for OPX. The position sits within the company’s growth and revenue organization and is accountable for the sales plan, revenue forecasting and team performance. The description notes that the VP “owns the development of all sales pursuits related to OPX” and partners closely with the SVP of marketing and the chief growth officer to develop messaging, positioning and proposals. This indicates that the role reports into or collaborates with senior leadership on growth strategy and marketing alignment.
The role is highly cross‑functional. It requires partnering with marketing and business development to support inbound and new business pursuits and providing training and support to sales representatives in those divisions. The VP must collaborate with leaders of all business units to share feedback and optimize the OPX solution for clients.
Day to day, the person will work with colleagues in sales, account management, production, senior strategists, client success, executive sales and enrollment strategy. They will also work with growth team members to craft proposals and coordinate with the marketing leader on business development materials and events. Additionally, the VP manages OPX revenue forecasting and ensures visibility across all accountable parties. This matrixed engagement means the VP acts as a connector between sales, marketing, product and leadership, ensuring that OPX solutions are delivered seamlessly and that market feedback informs strategic decisions.
Q: What would success look like in one year? Three years? Beyond?
A: In the first 12 months, success would involve laying the groundwork for a high-performing OPX sales organization. The VP should build and execute a sales plan, recruit or train a team, and cultivate strong relationships with marketing, business development and other unit leaders. Key milestones would include securing new OPX clients and expanding revenue from existing accounts, delivering on initial sales goals, instituting accurate revenue forecasting and establishing Carnegie as a respected thought leader at conferences and webinars.
Three years: By year three, the VP should have turned OPX into a mature, scalable business line. The sales plan would be continuously optimized based on market feedback and the team would be driving sustained revenue growth across Carnegie’s services. Market penetration should be evident through a diversified client base, with high renewal and upsell rates. The VP should have built a strong network of external relationships and should be contributing to product evolution by monitoring industry trends and competitor activity. Measurable outcomes might include year‑over‑year revenue growth outpacing the market, higher average contract values and expanded partnerships or acquisitions that enhance the OPX offering.
Beyond (five-plus years): Over a longer horizon, success would mean that the OPX division is a significant growth engine for Carnegie and a well‑recognized market leader. The VP will have built a resilient, data‑driven sales organization capable of adapting to changes in the higher education landscape. They may spearhead new offerings or strategic acquisitions and could play a central role in broader company leadership. The division’s revenue contribution might warrant further expansion into related services or international markets, ensuring Carnegie remains at the forefront of online program marketing and enrollment strategy.
Q: What kinds of future roles would someone who took this position be prepared for?
A: The VP of online enrollment and integrated marketing solutions oversees sales strategy, team leadership, revenue forecasting and cross‑functional collaboration. With 10-plus years of experience required in higher education enrollment and marketing for online programs, the role prepares someone for broader executive positions. Potential future roles could include:
Chief growth officer or chief revenue officer, because the VP manages revenue planning, sales execution and cross‑unit coordination.
General manager or president of a business unit, given the experience in developing a business line, building teams and driving profitability.
Chief marketing officer or chief commercial officer: The position demands collaboration with marketing leadership and deep knowledge of enrollment strategy.
Consulting or strategic advisory roles in higher education marketing and enrollment strategy, leveraging expertise in market trends, client relationships and integrated solutions.
Entrepreneurial leadership roles within the higher ed technology and services space, capitalizing on the growth mindset, executive presence and strategic thinking emphasized in the qualifications.
By leading a high‑growth, cross‑disciplinary sales organization, the VP will develop a skill set that translates to senior leadership roles not only within Carnegie but across the broader higher education services sector.
Why Centralized Marketing Matters for Online Programs in Higher Ed
At Archer, we’ve onboarded hundreds of institutional partners to help them grow their online programs. And while every partner is unique, there’s one pain point we encounter time and again: decentralized school-level marketing that creates more friction than momentum.
In many institutions, individual colleges or schools manage their own marketing campaigns, budgets, and creative direction. While this siloed approach offers an initial promise of agility and autonomy, it often leads to deeper problems in the market, such as:
Fragmented messaging
Inconsistent branding
Internal competition
Wasted spend as schools bid against each other
Missed opportunities for reach and impact at the brand and portfolio level
The result? Confused students consuming competing voices from the same institution, and internal marketing teams scrambling to scale best practices and measure impact — often without apples-to-apples data and reporting for performance comparisons.
Universities need an integrated marketing strategy that balances a holistic brand and portfolio-level approach with maintaining individual school-level autonomy for certain decisions and activities. This hybrid model unlocks collaboration, reduces conflict, and lifts visibility for all programs within a portfolio.
With shared goals, aligned messaging, and coordinated tactics across all of their schools, universities can amplify their brand and stretch their budgets further — delivering clear, compelling stories across myriad channels to prospective students.
Risks of Decentralized Marketing
In some models of governance, decentralization can be a strength — empowering local leadership and ensuring responsiveness to specific community needs. But when it comes to marketing online university programs in a highly competitive environment, decentralization alone as a strategy is more often a liability than an asset.
Having different departments, schools, or programs run their own campaigns and technology stacks may seem like a way to move faster, but in practice, it creates challenges that can hinder online program growth. Let’s explore some examples.
Brand Confusion
As prospective students evaluate your institution’s online offerings, they are not concerned with the internal structures of your institution. They expect clarity and consistency in the information you provide. When each college or division presents a different tone, design style, and creative messaging approach, you’re left with a weakened institutional brand.
Mixed marketing across digital ads, program pages, email drips, and even tuition and scholarship messaging can erode the trust and credibility you’ve been building with prospective students. For example, inconsistent explanations of scholarships or conflicting tuition information (e.g., on program pages and via tuition calculators) can trigger frustration or skepticism.
In short: Your audience — the prospective student — sees one university. If your university is in conflict with its own marketing, the brand loses power.
Inefficiency and Internal Competition
Without centralized marketing oversight, different teams often end up targeting the same audiences with overlapping campaigns — sometimes even bidding against each other in paid channels. This dilutes your paid marketing efficacy by driving up your cost per lead, wasting precious budget dollars, and undermining the collective impact of your institution’s marketing investments.
Inconsistent Student Experience and Success Metrics
Perhaps the most concerning result of decentralized marketing is a fragmented and uneven student journey. One program might offer seamless inquiry-to-enrollment processes, while another loses momentum after the application process due to poor follow-up and disconnected systems.
When your programs use different customer relationship management (CRM) platforms, it becomes difficult to track leads accurately and measure outcomes with consistency. Reporting becomes murky. Success metrics vary. Problems get misdiagnosed.
Instead of addressing the root causes of problems, your teams might blame each other (e.g., the marketing team and the admissions team) for the other’s perceived performance issues, when the real problem is systemic disconnection.
The Case for Centralized Marketing
Centralization doesn’t mean turning every school or program into a cookie-cutter version of the institution’s mission statement, and it doesn’t mean taking any team’s autonomy away. It’s about aligning around a shared strategy — one that empowers individual teams to execute effectively within a cohesive, coordinated framework.
Unified Brand Messaging
A strong, centralized brand platform allows your university to speak with one clear voice about its online programs, telling the story of:
What your programs offer
Who your programs serve
Why your programs matter
This shared narrative should be rooted in your institution’s values and designed to build trust with prospective students. When every program draws from the same story and messaging pillars, it strengthens your presence across every touchpoint — from digital ads and landing pages to nurture emails and program brochures. Each program’s value propositions may differ, but the institution’s story endures.
Additionally, a unified approach enables your institution to leverage the brand and portfolio-level marketing that raises visibility across all your programs. For example, some institutions have an integrated marketing program for their undergraduate experience but lack a cohesive approach for their online graduate programs. This is a missed opportunity to build a portfolio-level branded presence through channels that individual schools may not be able to afford on their own.
A robust YouTube presence that highlights the benefits of your online graduate education experience (program agnostic), showcases your alumni and graduate education outcomes, and forefronts your strategic organizational partnerships that span individual schools and programs increases the impact for the entire institution with one investment.
Integrated Campaign Planning
Centralized marketing brings together your paid media, content marketing, email strategy, and organic social media into one master plan.
Gone are the days of multiple teams across your institution launching disconnected campaigns, as central calendars and shared audience strategies help ensure each tactic contributes to every team’s strategic goals. This means reduced duplication, avoidance of internal bidding wars, and maximization of every marketing dollar.
However, your individual schools can and should have decision-making authority over the key value proposition definitions, target personas, and positioning of programs within their fields. This requires a collaborative conversation in an integrated campaign-planning scenario.
And schools should continue to develop campaigns where the impact is greatest for them — for example, hosting prospective student events and webinars, offering ambassador programs for prospective student questions, and attending events meaningful to their specific program field, such as at conferences and exhibit halls.
Shared Data and Measurement
In a world of data, perhaps the greatest and most immediate impact of centralized marketing will be felt in how your institution tracks performance holistically. With unified key performance indicators (KPIs) and shared access to insights, marketing teams at all levels — central and within academic schools — can identify what’s working for them, pivot when needed, and scale successful tactics across programs.
Teams can review where the branded portfolio-level efforts are causing the greatest lift in impressions and leads and determine together how school-level marketing activities can make the most impactful use of funds.
What Centralized Marketing Looks Like in Practice
At Archer, we’ve seen institutions achieve dramatic improvements simply by unifying their marketing strategy — even if execution remains shared and distributed. With a strong central foundation in place, teams tap into shared creative resources, coordinate campaigns across programs, and drive stronger performance through unified media buying and consistent messaging.
At its best, centralized marketing can:
Empower programs to amplify one another rather than compete
Allow creative strategy to be produced once then repurposed widely
Create paid efforts that are smarter, more cost effective, and better targeted
In sum, when your institution implements an integrated marketing model that fosters collaboration among academic schools, it can result in performance that is greater than the sum of its parts.
Archer Education knows what it takes to bring siloed departments together. Our unique partnership-based approach allows us to truly understand your institution, then implement efficiencies to ignite your online programs’ potential through a centralized marketing strategy that is balanced with school autonomy and meaningful participation. Contact us today to learn more.
Imagine that you lead a team whose job is to generate qualified applicants for your institution’s online degree programs. Challenges abound. Post-pandemic, the supply of new online degree programs has grown faster than student demand. Inflation and job insecurity have stressed and immobilized the potential online master’s applicant population of working adults. Prospective applicants have low-cost master’s and alternative online credential options. The job of online program recruitment has never been more challenging.
Being the wayward academic you are, you believe that the answer to any question and the solution to any problem can be found in a book. You need the right book for you and your team to read and discuss, out of which a strategy will emerge to engage and inspire online program applicants. What book do you choose? (Any nominations?).
I recommend Chris Hayes’s The Sirens’ Call: How Attention Became the World’s Most Endangered Resource.
As a fan of lateral thinking, the working hypothesis that I’ve been testing over my career is that the best way to understand how to make a positive impact from within colleges and universities on our institutions is to read books that have nothing to do with colleges and universities. (Of course, I also read college- and university-focused books, which is a both/and sort of hypothesis). The effort required to apply books not about universities to universities often yields productive ideas that can be used for non-incremental organizational and institutional change efforts. Of course, it is possible to go horribly wrong with this approach, as with almost every attempted application of Christensen’s The Innovator’s Dilemma to university innovation efforts, but that is another story.
I’m recommending The Sirens’ Call, which has nothing to do with higher education or online program marketing, because this book is about attention. The reality that we live in an attention economy will come as no surprise to anyone even remotely involved in the business of persuasion. What is excellent about Hayes’s book is how he expertly unpacks how we arrived at this place of universal distraction, the impact that divided and fragmented attention has on individuals and society, and how we might extricate ourselves from this (largely self-imposed) mess.
For teams looking to find ways to move prospective students through the admissions funnel (as we say in the biz), The Sirens’ Call provides an attention-centric framework to which to structure our campaigns. As Hayes writes about his world as a cable TV news host, his competition for viewers’ attention is not only the competing news programs but every video, article, post and scrolling feed available on the screen in the smartphone slot machine that never leaves our hands.
Suppose the battle to generate prospective student interest in online programs is part of a larger war for attention. In that case, there are some steps that university marketing teams can take. First, it is essential to understand that deciding to apply to an online program—and even learning about which programs to potentially apply—is part of a much broader set of choices. Working adults thinking about upgrading their credentials and skills are thinking first about their careers. Their focus is not on universities, degrees or programs but on career progression. Getting and keeping the attention of these working adults may be easier if universities focus first on providing practical and actionable information and resources that directly address the career-related challenges and aspirations of workers.
How many online degree program university websites also contain articles, videos and data related to the careers that the master’s program is designed to prepare graduates to enter? We collect much of that data, including employment trends and projections, in the market research that underpins the decisions about which online programs to roll out. But how often do we make all that data available to prospective applicants?
As Hayes describes in The Sirens’ Call, a divided attention landscape changes the metabolism in which we all engage with information. Today, we might take weeks or months to finish a book, as we read in small chunks whenever we can find the time. Movies that once were watched in a single sitting in a theater (or on a Netflix DVD) are now viewed over days or weeks in small chunks across multiple screens.
We must keep the new pace of abundance-driven information consumption and absorption in mind as we communicate our online programs. Today’s full-time working adults thinking about applying to an online master’s degree (the population we are all competing to gain attention from) will likely research schools and programs over many months. They will secretly shop these programs first, not wanting to commit their attention to filling out expression of interest (EOI) online forms embedded on our sites, as they are not ready to receive the outbound admissions counseling calls, emails, and texts they know will be coming.
Understanding that the drawn-out decision-making process of potential online program applicants has everything to do with attention might change how we practice the art of digital marketing. A long game requires providing value at each step of the discovery, research, action and decision process. Anything that feels transactional will be a turn-off when everyone feels so much pressure to transact. Prospective students will not be persuaded to become applicants unless they believe that the online program on offer was designed to meet their needs. This new understanding may require rethinking how much information about our online programs we share pre-EOI, as working adults become ever-more reluctant to give those forms their scarce attention.
How are you thinking about online program marketing in the context of our attention economy?
How effective are Snapchat school campaigns? Snapchat may no longer be the “shiny new toy” in the social media landscape, but it continues to offer something few platforms can match: authentic, ephemeral connection with Gen Z. While platforms like TikTok, Instagram, and YouTube dominate the headlines, Snapchat remains deeply embedded in the daily lives of many teens and young adults, especially in North America, Europe, and parts of the Middle East.
For education marketers targeting younger demographics, Snapchat’s low-friction, high-engagement environment makes it a powerful, if often underutilized, channel. From personalized outreach and peer-led takeovers to geofilter-powered event promotion, Snapchat school digital marketing campaigns meet students on their terms with content that feels spontaneous, creative, and real.
This blog post explores how different types of institutions: business schools, language schools, career colleges, K–12 schools, and universities, can use Snapchat strategically to support their enrollment goals, community engagement, and brand building.
Why Snapchat Still Matters
Globally, Snapchat’s active user base tops 850 million. In key recruitment markets like North America, parts of Europe, and the Middle East, teens and young adults continue to use Snapchat as a daily communication hub. What makes it especially powerful for education marketing is the way it enables institutions to meet students where they are in their preferred format, tone, and space.
How does Snapchat college work? Snapchat’s college features, like School Communities, offer institutions a way to foster peer-to-peer engagement within a verified, digital campus environment. It strengthens school spirit, encourages student interaction, and creates new touchpoints for community-building in a format Gen Z prefers.
Snapchat offers unique features that make it a great tool for engaging students and supporting education marketing. Its main appeal is that content, like photos and 10-second videos, disappears after being viewed, which makes it feel immediate and personal, unlike traditional social media. Some key features include:
Stories: Stories allow users to string together multiple snaps (photos or videos) that are viewable for 24 hours. This feature helps schools showcase campus life, events, and student takeovers in a way that feels immediate and engaging. Schools can post regular updates, highlights of campus activities, and even have students take over the account for a day to give a personal perspective on student life.
Snapchat School Communities: In 2024, Snapchat introduced School Communities, which let students join private groups for their school. Members can view and contribute to shared Campus Stories visible only to classmates. These communities help students connect with peers in a secure, school-specific space, making it easier to share experiences, participate in group chats, and discuss common interests. Snapchat verifies members using their official school email addresses and gives them a special badge on their profiles.
Geofilters and AR Lenses: Geofilters are custom-designed overlays available to users in a specific location. Schools use geofilters for events like campus tours, admitted student days, or graduations, turning these moments into shareable, branded experiences. Augmented reality (AR) lenses, which add fun virtual elements to photos, can also be used to promote school spirit and engagement. User-Generated Content (UGC): Snapchat thrives on content created by its users. Schools encourage UGC through activities like account takeovers, contests, and Q&As. These features allow students to contribute their own content, giving a more authentic, behind-the-scenes view of campus life.
Example: NYU (Snapchat username: nyuniversity) has leveraged Snapchat’s geofilter feature to welcome and engage prospective students. In 2016, NYU introduced a custom Snapchat geofilter for its Admitted Students Day event, even running a student design contest to create the filter. The winning filter gave visiting admits a fun way to announce their presence at NYU on Snapchat. NYU’s official news release also encouraged the community to “Add us on Snapchat” for behind-the-scenes campus glimpses and student takeovers.
Snapchat Ads and Discover: In addition to organic content, Snapchat offers a robust ads platform and a Discover media section. While Discover is mostly for professional media partners, schools can utilize Snapchat Ads Manager to run targeted ad campaigns for recruitment. From short video ads to swipe-up web forms, Snap ads can reach users by age, location, interests, and more, crucial for enrollment marketing.
What does putting your school on Snapchat do? Listing your institution on Snapchat enables a digital community where students connect, share, and engage under your brand. While not managed by the school, this community becomes a valuable extension of campus life and student culture.
How does Snapchat verify your school? Snapchat confirms membership by requiring students to use their institutional email address for verification. This automated system ensures only enrolled individuals access the community, minimizing moderation needs while maintaining student privacy and authenticity.
With expertise in education marketing, agencies like HEM help schools navigate these ad tools as part of an integrated digital marketing strategy, ensuring Snapchat campaigns align with enrollment goals and complement efforts on other platforms.
To learn more about crafting cross-platform campaigns, see HEM’s digital marketing services specifically for education organizations, which cover social media, paid ads, content, and more.
With this foundation, let’s examine how various types of educational institutions are using Snapchat in practice, from the tech-savvy prep school to the global MBA program.
K–12 Schools: Building School Spirit With Caution and Creativity
K–12 schools, particularly high schools, face a unique challenge when it comes to Snapchat. While teens are highly active on the platform, schools must balance the need for engagement with a duty of care, especially considering their minor student populations. Despite these concerns, some schools have found creative ways to use Snapchat to build school spirit, communicate with students, and engage parents and alumni, all while ensuring privacy and safety.
One common use of Snapchat in schools is to share quick glimpses of campus life and events, offering a more personal and immediate connection than traditional communications like newsletters.
Schools also leverage Snapchat’s geofilters for major events like prom, graduation, or sports games, encouraging students to use school-branded filters. These geofilters, often featuring the school name or mascot, help increase visibility and pride as students share their celebratory moments with their networks.
Example: At Lincoln School in Costa Rica, a student designed an official Snapchat geofilter for the campus, enabling students to overlay a custom school graphic on their snaps. Geofilters like this rally school spirit during events and make it easy for students to share branded moments from school.
While Snapchat offers numerous opportunities for engagement, schools must exercise caution. Privacy concerns are paramount, and schools typically avoid following students back on the platform. They also direct more serious inquiries to email or in-person discussions.
Ultimately, Snapchat can be a powerful tool for K–12 schools when used thoughtfully with clear goals, safety protocols, and creative student involvement. However, schools should evaluate their resources and decide if the platform aligns with their communication strategy.
For those who are unsure about how to get started, education marketing consultants HEM can offer guidance to help schools develop effective, safe social media strategies.
Language Schools: Capturing Culture, Fun, and Learning in Real Time
Language schools, including ESL institutes, immersion camps, and university pathway programs, serve a naturally youthful audience: students who are eager to share their cultural and educational experiences. For this reason, Snapchat is a fitting addition to their marketing strategy. With over 38% of Snapchat’s users aged 18 to 24, it offers a great opportunity to reach teen learners who are already on the platform.
Snapchat’s popularity among this age group makes it ideal for language schools looking to connect with students where they spend their time. While platforms like Facebook may be better suited for reaching parents, Snapchat helps schools tap into the social, youthful energy of their student base.
Language schools use Snapchat in several ways to engage their audience. One key strategy is showcasing student life and local culture in real-time. By giving students control of the school’s Snapchat account, schools allow them to share their experiences, from excursions to daily activities.
Example: CEA ran a campaign called “10 Stages of Study Abroad,” where students shared their personal journeys through Snapchat, from arrival to cultural experiences. This user-generated content, filled with emojis and candid moments, felt real and approachable, making it an ideal way to engage teens considering studying abroad.
Additionally, language schools use Snapchat for quick-hit teaching and engagement. Posting a “word of the day” with a fun illustration or running mini-quizzes encourages interaction and reinforces learning. These spontaneous, playful posts not only engage current students but also expand reach as followers share and respond.
Finally, Snapchat can be used for international recruitment, particularly in regions where the platform is popular. Snapchat school campaigns can target specific countries where teens are heavy Snapchat users and run geo-targeted ads to promote their programs.
While Snapchat offers valuable engagement opportunities, not every language school may have the resources to manage it. If maintaining a regular presence is challenging, schools may choose to focus on other platforms like Instagram or YouTube.
However, if Snapchat aligns with your target demographic and storytelling style, it can be a powerful tool in your marketing mix, provided you post consistently and keep the tone light and authentic. Language learning is filled with fun and cultural moments, making Snapchat’s informal style the perfect vehicle for sharing these experiences.
Colleges: Bringing Practical Learning to Life
Colleges, ranging from community colleges to vocational institutes, serve a diverse audience, from recent high school grads to working adults seeking new skills. To connect with these students, platforms like Snapchat offer a unique opportunity.
Although adoption has been slow, career colleges that have embraced Snapchat report high engagement and significant benefits. Snapchat allows these institutions to showcase hands-on learning experiences and workforce outcomes in a way that feels authentic and immediate, which resonates with prospective students, particularly those focused on practical skills and career outcomes.
One major way career colleges leverage Snapchat is by giving students the platform to share real-time glimpses of their training. For instance, technical institutes may use Snapchat Stories to offer behind-the-scenes looks into workshops or classrooms. This content provides a dynamic, visually engaging alternative to traditional brochures, showcasing students’ day-to-day experiences in fields like auto mechanics or culinary arts.
Example: Owens Community College empowers student content producers to share everything from welding sparks to nursing students practicing IVs. This hands-on, visual storytelling appeals directly to prospective enrollees, giving them a taste of life in their chosen field.
In addition to showcasing student life, career colleges use Snapchat to bring workforce outcomes to life. Through alumni takeovers, schools can give prospective students a “day in the life” of a graduate, showing how their programs led to real career success. This adds a personal, relatable touch that resonates more than statistics alone.
Snapchat’s advertising tools also play a pivotal role in recruitment. Career colleges can use Snapchat Ads to target specific age groups or demographics, promoting relevant programs or seasonal events. For example, a cosmetology school could run an ad campaign targeting local teens to promote an open house, encouraging immediate sign-ups through Snapchat’s lead-gen feature.
While Snapchat offers clear benefits, career colleges must be cautious about the content they share, especially when dealing with sensitive or confidential aspects of certain programs. Social media policies must be in place to protect privacy and ensure safety protocols are not compromised. Additionally, moderation is crucial to maintain professionalism, particularly when engaging with prospective students via interactive features like Q&As.
Despite these considerations, career colleges that embrace Snapchat can build a modern, relatable brand, connect with a younger audience, and showcase their unique offerings. With the right strategy, Snapchat can be a powerful tool to attract the next generation of students. For colleges unsure where to start, digital marketing specialists can help create a strategy that includes content planning, staff training, and targeted ad campaigns to maximize impact.
Universities: Scaling Engagement With Personalization
Universities have been early adopters of Snapchat in the education space, using it to engage prospective students and strengthen their campus communities.
The platform’s youth-driven, real-time, and personal nature makes it a perfect fit for engaging 17–18-year-old prospects and meeting them where they already spend their time. Universities have utilized Snapchat for everything from personalized admissions outreach to virtual campus tours, showcasing the immediate and authentic experiences that Gen Z craves.
One standout use of Snapchat is personalized admissions and outreach. The University of Wisconsin–Green Bay gained attention by notifying hundreds of accepted students through Snapchat, offering a personal touch with fun campus photos and a message like “Welcome to the Phoenix family!” This creative approach made a lasting impression, fostering a sense of connection with incoming students. Many other universities have followed suit, using Snapchat to welcome students or remind them about key deadlines, creating an interpersonal feel that’s hard to achieve with traditional email.
Example: UW–Green Bay’s Snapchat notifications let students engage by snapping selfies back, creating an interactive and memorable admissions experience.
Another common strategy is virtual campus tours and Q&As. Before virtual tours became widespread, universities like UW–Green Bay were already using Snapchat to show prospective students around campus, from dorms to dining halls, answering questions along the way. These casual, behind-the-scenes tours are an engaging way to help students envision themselves on campus, giving them a more authentic and intimate view of student life. This approach also allows universities to reach thousands of potential students in a relaxed, informal way.
Example: UW–Green Bay used Snapchat to host Q&A sessions on topics like financial aid and study abroad, allowing students to ask questions privately, making the experience feel more personal and accessible.
In addition to these strategies, many universities leverage student takeovers and ambassador programs, where students take over the Snapchat account for a week to share their day-to-day experiences. This approach humanizes the institution, allowing prospective students to connect with real students in an authentic way. Universities like UNC–Chapel Hill have seen success with this model, using cross-platform promotion to ensure maximum visibility for the takeovers.
Example: At UNC–Chapel Hill, Snapchat takeovers are often cross-promoted on Twitter, with students sharing everything from campus life to personal milestones.
For contests and user-generated campaigns, universities often run engagement initiatives like Snapchat scavenger hunts or spirit photo contests. These campaigns incentivize students to engage with the platform and promote the school while integrating online interaction with offline connections. Such contests increase visibility and drive student participation, making them a fun, interactive way to build community.
Example: Princeton’s “Snap as You Pack” contest encouraged incoming students to send snaps of their packing process, with winners receiving prizes at a campus event, turning digital interactions into real-world connections.
Universities also utilize Snapchat ads for recruitment and yield campaigns, with many seeing impressive returns. Finally, community building and retention is a growing area for Snapchat. With features like School Communities, universities are creating digital spaces for current students and alumni to share experiences and connect.
In conclusion, universities have effectively integrated Snapchat into their recruitment and engagement strategies. The key takeaway is the importance of authenticity and timeliness—students respond far more to real, relatable content than polished marketing. With careful planning, universities can use Snapchat not just as a novelty but as a core element of their digital strategy, driving awareness, engagement, and ultimately, enrollment.
Business Schools: Elevating Outcomes With Authentic Storytelling
Business schools, though often catering to older students focused on career advancement, are increasingly turning to Snapchat to humanize their brand and engage digital-native prospects. Snapchat’s bite-sized, authentic content resonates with younger audiences, offering business schools a unique opportunity to showcase their community and career outcomes in a dynamic, engaging way.
One of the most effective strategies employed by business schools is Snapchat alumni takeovers. Bentley University, for example, hosts monthly takeovers where alumni share “a day in the life” from their workplace, whether it’s at a Big Four accounting firm or a tech startup. These takeovers provide prospective students with a candid, behind-the-scenes look at life after graduation, helping them envision themselves in similar roles. This strategy not only promotes outcomes but also activates the alumni network, turning graduates into ambassadors for the school.
Example: Bentley University’s alumni takeovers offer a real-life glimpse into successful careers, showcasing alumni in cities across the country working for top companies.
Business schools also use Snapchat’s interactive features to engage prospects during admissions events. NYU’s Stern School of Business, for instance, leveraged geofilters during its admitted students’ day, allowing attendees to personalize their snaps with an NYU-themed graphic. This not only built excitement among admitted students but also turned their snaps into organic promotion for the school, reaching their personal networks and marking a milestone moment.
Example: NYU Stern’s geofilter campaign allowed admitted students to broadcast their campus visit excitement, effectively turning their posts into branded, organic promotions.
In addition to these strategies, Snapchat offers a platform for student-driven content. Schools use Snapchat Stories to share authentic glimpses of student life, from MBA orientation week to team-building exercises. This unfiltered, real-time content helps prospective students connect with current students, creating a peer-to-peer relationship that traditional marketing cannot replicate.
Example: The University of Michigan has used Snapchat to show prospective students what the school is truly about, with current students or young alumni sharing experiences directly with their peers.
Although Snapchat may play a supplementary role in business school marketing, especially with slightly older audiences who might prefer platforms like LinkedIn or YouTube, it offers a way to engage younger undergraduate prospects and keep them connected. As more Gen Z students enter graduate programs, Snapchat will likely become a more central tool in business school marketing strategies.
The key takeaway from early adopters like Bentley and NYU Stern is that authenticity sells. By letting students and alumni take the lead, business schools create meaningful, relatable content that stands out. Snapchat’s interactive elements, like geofilters, contests, and Q&As, add another layer of engagement, making it a valuable tool for creating memorable touchpoints that differentiate a school’s brand.
For business schools looking to implement these strategies, HEM offers expert support in crafting campaigns that resonate with younger audiences without compromising the professional brand. From structuring alumni takeover series to designing custom Snapchat filters, professional guidance ensures that schools’ Snapchat campaigns remain on-message and platform-appropriate.
Best Practices for Schools Using Snapchat
To use Snapchat effectively in education marketing:
Set Clear Goals: Whether you’re aiming for inquiries, event sign-ups, or community engagement, define what success looks like.
Assign Resources: Content doesn’t make itself. Designate staff, interns, or ambassadors. Even 1–2 days per week of content can be enough if it’s consistent.
Cross-Promote Aggressively: Share your Snapcode on all channels. Post reminders when live sessions or takeovers happen.
Encourage Participation: Ask students to snap their dorm move-ins, study setups, or event moments. Share user-submitted content with consent.
Use Native Features: Stickers, polls, doodles, filters; these keep your content aligned with Snapchat’s playful vibe.
Set Policies and Respect Privacy: Create a short social media usage policy. Don’t follow students back. Don’t show private info. Always get permission.
Measure Performance: Monitor views, screenshots, swipe-ups, and conversions. Define KPIs like “50 open house signups” and track accordingly.
Stay Flexible: Social trends shift fast. Listen to your students. If they say they love takeovers and ignore admin posts, adjust your campaign accordingly.
Snapchat is not a magic bullet. But as the examples show, with strategy, creativity, and the right guardrails, it can drive measurable results.
Snapchat: A Platform for the Brave and Strategic
Snapchat isn’t right for every school. But when used strategically, it can yield exceptional engagement and even tangible ROI. From intimate glimpses into student life to full-funnel recruitment campaigns, the platform gives institutions a way to be authentic, relatable, and modern.
Schools that embrace Snapchat thoughtfully, backed by clear goals, content planning, and a dose of Gen Z creativity, can stand out in a crowded market. And for schools unsure of how to begin, partnering with Higher Education Marketing can accelerate results, providing campaign support, creative strategy, and platform-specific training.
Snapchat may be temporary by design, but its impact on student perception can last much longer.
Frequently Asked Questions
Question: How does Snapchat college work? Answer: Snapchat’s college features, like School Communities, offer institutions a way to foster peer-to-peer engagement within a verified, digital campus environment. It strengthens school spirit, encourages student interaction, and creates new touchpoints for community-building in a format Gen Z prefers.
Question: How does Snapchat verify your school? Answer: Snapchat confirms membership by requiring students to use their institutional email address for verification. This automated system ensures only enrolled individuals access the community, minimizing moderation needs while maintaining student privacy and authenticity.
Question: What does putting your school on Snapchat do? Answer: Listing your institution on Snapchat enables a digital community where students connect, share, and engage under your brand. While not managed by the school, this community becomes a valuable extension of campus life and student culture.
Why Higher Education Leaders Can No Longer Afford to Wait on AI Adoption
Just a few years ago, AI in higher education was largely a topic for innovation labs and speculative white papers. Today, it has moved from the periphery to the absolute core of institutional viability, particularly in the critical areas of marketing and enrollment management. Leaders who still view AI as a future investment, rather than an immediate operational imperative, risk being outmaneuvered by a competitive landscape that is already embracing this transformative power.
The global AI software market is projected to hit an astounding $126 billion by the end of 2025. From healthcare to transportation AI is now an integral part of daily operations, with a significant 78% of organizations reporting AI usage in 2024—a sharp increase from 55% in 2023. Generative AI specifically saw its usage in at least one business function jump from 33% in 2023 to a staggering 71% in 2024.
Here’s the uncomfortable truth: while your most proactive staff are already leveraging AI to drive results, many institutions are held back by analysis paralysis and strategic inaction. This is a direct threat to talent retention and competitive advantage.
While the general sentiment toward AI is increasingly positive, the report highlights that individual university staff are often far more receptive to using emerging technologies than their institutions. This leads to a significant gap between receptivity to AI in marketing and enrollment management and organization-changing operationalization of AI at an institutional level.
In 2025, 65% of survey respondents reported actively using emerging technologies like AI in their marketing and enrollment efforts, a substantial increase from 40% in 2024. However, this leaves over one-third of higher education marketing and enrollment management professionals on the outside of the AI revolution, falling further behind by the day. More troubling, only 61% indicated their institution is open to using these technologies. While the evidence suggests a growing openness to adopting critical technology, only 56 percent of institutions have a plan for upskilling staff in AI-driven tools.
Many respondents recognize a gap in their institutional AI readiness. A striking 56% of respondents don’t consider their institution a leader in implementing AI for marketing and enrollment management functions. When compared to peer institutions, 38% felt they were on pace, but 36% believed they were behind, with only 21% considering themselves ahead. This sentiment underscores a growing urgency to adopt AI, coupled with a pervasive feeling of being “behind the curve.”
AI is the Invisible Engine Driving Higher Ed
AI is a core component embedded directly in the recruitment, engagement and conversion platforms institutions already rely on. This widespread integration is transforming daily operations, as the 2025 survey highlights:
Nearly two-thirds (65%) of institutions utilize AI-enhanced creative and design tools.
Over half (51%) use social media management tools with embedded AI.
Customer relationship management (CRM) systems and data analytics platforms with AI features are used by 31% of institutions respectively.
The perceived effectiveness of these AI-powered tools is on the rise. Content generation, the most widely used AI application, was rated most effective, with 47% deeming it “very effective” or “effective.” Other applications like content optimization (41% effective) and customized ad and message delivery (39% effective) also showed strong results.
Moving beyond perceived effectiveness, AI integration is yielding direct, quantifiable improvements across marketing and enrollment operations:
69% of respondents reported improved efficiency in their workflows due to AI.
More than half (52%) observed an increase in the quality of their work.
Nearly half (48%) believe AI tool integration has positively impacted their enrollment funnel.
The study identified key areas where AI is delivering the strongest return on investment (ROI) including customized ad messaging, lead generation and creative content development. Content optimization also stood out, with 36% of respondents noting a “very high” or “high” ROI. If nearly 70% see efficiency gains and almost half see a positive impact on enrollment, why aren’t more institutions fully embracing this?
The Future is AI-Expected
Modern Learners Are Already There
Student engagement is AI-dependent. For Modern Learners artificial intelligence is a fundamental tool in their college search, essential for information discovery. This profound shift in how the next generation interacts with information demands institutions meet this baseline expectation. Otherwise, they risk being perceived as outdated, irrelevant or having their reputation pre-determined by AI itself.
Modern Learners are using AI to seek information on:
Tuition fees (57%)
Course offerings (51%)
Admission requirements (43%)
Campus facilities (37%)
Student reviews (35%)
This highlights the imperative for institutions to ensure their AI-accessible content, whether via chatbots or search optimization, directly aligns with what students are actively seeking.
What Leaders Are Envisioning
Looking ahead, institutional leaders envision even greater potential for AI-driven tools. Within the next two years, innovations such as:
…are expected to have a significant transformative impact on higher education marketing and enrollment management. These tools promise to address persistent challenges like the need for personalized outreach, improved insights into student behaviors and increased efficiency with limited resources.
The Barriers to AI Integration Progress
Despite the growing enthusiasm and proven benefits, institutions continue to face significant barriers to full AI integration. The top challenges cited by respondents include:
Budget constraints (76%)
Technical infrastructure readiness (64%)
Data privacy and security concerns (52%)
Staff readiness (50%)
Notably, these barriers have become even more pronounced since 2024, underscoring the urgent need for strategic investment and institutional alignment. Alarmingly, 44% of respondents reported their institution lacks a plan to upskill or support staff in adopting AI-driven technologies. This is a leadership failure, not a staff deficiency. Your most valuable asset, your people, are signaling a readiness for growth, yet nearly half of institutions are failing to provide the essential support.
The Only Action Plan You Need for AI Acceleration
The findings from the UPCEA and EducationDynamics study present clear implications for higher education leaders. The time for passive observation is over. Decisive action is required.
Invest Where Impact Is Proven Focus resources on AI applications already delivering proven ROI, starting with content creation, personalized ads and lead generation. Maximize every dollar in a constrained environment and accelerate returns and free up capacity for further innovation by allocating strategically.
Upskill Teams Invest in targeted training for both technical skills and change management is crucial to empower staff to effectively use AI tools and build confidence. Providing clear growth pathways tied to AI fluency can significantly improve staff engagement and retention, especially given that 34% of staff now report that their institution’s stance on AI impacts their likelihood of staying at that institution—a dramatic jump from just 1% in 2024. Furthermore, 90% of respondents view AI as a useful tool for their own professional growth. Failing to invest in AI fluency for your teams is effectively disarming them in a rapidly escalating competitive battle.
Align Leadership with Operational Readiness The nearly doubling of “lack of alignment with strategic priorities” as a major barrier (from 18% in 2024 to 33% in 2025) is an indictment of existing leadership structures. Institutional leaders must move beyond passive support and commit to actionable strategies for AI integration at an institutional level. This involves benchmarking adoption progress, embedding AI into strategic plans and allocating necessary resources to scale effective tools.
Establish Institutional AI Governance Without robust governance, AI adoption will be chaotic, risky and unsustainable. Creating governance structures that include marketing, enrollment, IT and data privacy leaders is essential. These groups should collaborate to develop responsible AI use policies, establish ethical guidelines and transparently communicate data privacy practices to prospective students. Only 49% of institutions currently have measures in place for ensuring student data security and privacy when using AI tools, though this is an improvement from 30% in 2024. Protect your institution’s reputation, ensuring ethical practice and safeguarding student data in an increasingly scrutinized environment.
A Bet Your Institution Can’t Afford
The 2025 study is a revelation of present realities. AI is the operational backbone of competitive higher education marketing and enrollment management. Institutions that have adopted AI are reporting measurable gains in effectiveness efficiency and ROI. The report unequivocally reinforces that delaying implementation means facing the significant risk of falling permanently behind, not only compared to AI-embracing peers but also in meeting the evolving expectations of students and staff.
For higher education, the challenge now lies in converting receptivity into decisive action, and scattered AI adoption into a cohesive institutional strategy. EducationDynamics provides the expertise, data-driven strategies and solutions to help institutions navigate the complexities of AI integration, meet the expectations of Modern Learners and secure a competitive edge in marketing and enrollment management. The future of higher education is AI-expected, and with EducationDynamics, your institution can lead the charge.
How can you capture the attention of teenagers who are skeptical of marketing?
Let’s stop pretending all teens are some mysterious, moody monolith. That old stereotype doesn’t hold up anymore, especially with what we know about how they think and behave today.
Recent research from TeenVoice shines a light on how different 13-year-olds and 18-year-olds are—not just in age, but in how they use social media, how skeptical they are of marketing, and what grabs their attention. The gap is massive, and it’s a huge wake-up call for anyone trying to reach them.
Here’s what science tells us about why teens aren’t just older versions of kids but are actually leveling up in how they think and engage:
1. Scrollers vs. Searchers
Younger teens mostly scroll social media for entertainment and fun; it’s their playground. Older teens, on the other hand, use platforms as tools for research and decision-making. They’re looking for real info, not just distractions. If your content isn’t easy to find or useful, it’s like you don’t exist to them. This fits with what Pew Research has found: nearly half of teens say they’re online almost constantly, but the way they use social media evolves with age toward more purposeful searching and information gathering (Pew Research Center, 2024).
2. Teen Skepticism Is Real and Growing
Adolescents don’t just blindly accept marketing messages. Their brains are developing the ability to question, analyze, and outright reject advertising that feels fake or manipulative. This skepticism comes from both cognitive development, when teens begin to think more critically and realistically, as well as social factors like peer influence and natural resistance to being sold to (Buijzen, 2009; Lumen Learning, n.d.).
3. Peer Stories Carry Weight
When teens hear stories from other students, real people with authentic experiences, it resonates more deeply than any slick ad campaign. Peer influence shapes decision-making significantly during adolescence, sometimes even more than adult advice. This isn’t just about risky behavior; positive peer stories can guide teens toward safer, smarter choices, too (Chein et al., 2011; Gardner & Steinberg, 2005).
4. Authenticity Isn’t Just a Buzzword
Gen Z, especially, are human BS detectors. They crave brands and messages that are honest, transparent, and aligned with their values. Authenticity builds trust, engagement, and loyalty, straight up. If your marketing feels forced or fake, they’ll scroll right past. This is backed by research showing authentic content generates way more engagement and lasting connections with young people (QuirkBank Media, 2025; History Factory, 2024).
5. The Brain Changes a Lot Between 13 and 18
The teen brain isn’t static. At 13, many teens are still developing concrete thinking and emotional regulation. By 18, their prefrontal cortex, the part responsible for reasoning, impulse control, and decision-making, is much more mature. This means the way you communicate with a 13-year-old will be very different from how you reach an 18-year-old who can think abstractly and critically. Treating them like the same audience is a recipe for missing the mark (National Institute of Mental Health, 2022; American Academy of Child and Adolescent Psychiatry, 2023).
What does all this mean to you if you work in enrollment marketing, admissions, or financial aid? Here are five takeaways.
Younger teens hang out on social media mostly to chill and have fun. So, if you want to catch their attention, keep things light, entertaining, and visual. Older teens want to dig in and figure stuff out. Make sure your info is easy to find and answers real questions, they’re not here to waste time.
Don’t try to sell with flashy slogans or over-the-top hype. Teens are sharp and skeptical. If your message feels fake or manipulative, they’ll tune out fast. Instead, be straightforward and honest, show them you respect their smarts.
Peer stories aren’t just noise, they’re gold. Real testimonials or student voices will hit way harder than any polished ad. Let your current students share their genuine experiences. That kind of authenticity influences teens more than anything else.
Authenticity isn’t a trend, it’s a must. If you want teens to trust and stick around, your marketing must feel real. That means ditching corporate jargon, being transparent about what you offer, and aligning with values that matter to them.
Remember, a 13-year-old isn’t just a smaller 18-year-old. Their brains and decision-making skills are still growing. Tailor your messaging for different age groups, simple and engaging for younger teens, more detailed and logical for older ones. One-size-fits-all won’t cut it.
Dive into more insights into teen behavior in the 2025 E-Expectations Report
If you want to see how these attitudes play out in college planning, what platforms students are actually using to explore colleges, how they interact with school websites, what makes them click (or ghost) your outreach, and how AI and privacy concerns are shifting the game, you need the latest data from the 2025 E-Expectations Trend Report.
In the full report, you’ll find answers to questions like:
Which digital resource do students trust the most for their college search?
Is email still alive (spoiler: yes), and what role does it play?
What are the make-or-break features for a college website?
Who’s using AI tools, and what do they really want from personalization?
Which social platforms drive engagement, and why?
If you want real, actionable insights, not just another “state of Gen Z” report, this report is your roadmap!
If you’re a university leader today, you’re juggling a lot: enrollment challenges, tightening budgets, shifting student expectations, and the rise of non-traditional competitors. Amid all this, one asset might not be getting the attention it deserves — your university’s brand.
No, not just your logo or tagline. We’re talking about brand equity — the value your institution holds in the minds of students, parents, alumni, faculty, employers, and the public. It’s about reputation, trust, recognition, and connection. And in a competitive market, it matters now more than ever.
What is brand equity in higher education?
Think of it this way: Brand equity is what people think and feel when they hear your university’s name. It’s the difference between being someone’s first-choice school versus just another option.
It shows up in the pride alumni feel when they wear your sweatshirt, the confidence prospective students have when they see your graduates succeed, and the trust employers place in your credentials. It’s shaped by every experience — from the way your website tells your story, to how your faculty engage in the classroom, to the tone of your communications during a crisis.
It’s what drives alumni to give, students to enroll, and faculty to choose you over other institutions. When a university has strong brand equity, people trust it, recognize it, and feel loyal to it. That kind of reputation can spark a ripple effect of positive influence across an entire institution.
Understanding the impact of brand equity across an institution
Brand equity touches every dimension of institutional life, influencing how people experience, perceive, and engage with your university across the student and stakeholder journey. Let’s take a look at its impact in six key areas.
1. Enrolling new students
Choosing a college is a huge decision for students and their families. Today’s students are more informed than ever and expect an institution that’s respected, innovative, and committed to their success.
That’s where your brand can make an impact. If your university has a strong, positive reputation, you’re more likely to make their shortlist. Schools with solid brand equity are seen as high-quality, forward-thinking, and worth the investment, which makes all the difference in a world where competition is fierce and the landscape is changing fast.
2. Attracting top faculty
It’s not just students who care about a school’s reputation — faculty and academic leaders do too. A strong, well-respected brand sends a clear message: This place is serious about excellence, values academic freedom, and encourages innovation.
It’s not just about prestige — top talent also wants to be somewhere that fosters genuine, supportive relationships with students. A respected brand signals a vibrant academic culture where everyone’s invested in each other’s success.
3. Fostering alumni pride
When a university has strong brand equity, it’s not just about reputation — it’s about the sense of pride and connection it creates. Alumni who feel proud of their alma mater are more likely to stay involved, whether that means attending events, volunteering, or giving back financially.
A strong brand also helps foster a lasting sense of community and belonging well beyond graduation. In short, when your brand is trusted and respected, alumni remain engaged — and they’re more likely to support the institution not only with their resources but by recommending it to future students within their networks.
4. Securing strategic partnerships
Whether you’re aiming to partner with major companies, secure government grants, or build global collaborations, having a strong brand can be a significant factor. Organizations want to work with universities they respect, trust, and recognize as leaders in their field.
When your university’s brand is strong and clear, opportunities that are imperative to your institution open up more quickly. Meanwhile, lesser-known schools often struggle to get noticed. Building a strategic and strong brand is your best way to stand out and secure meaningful partnerships that benefit your students and your bottom line.
5. Staying resilient amid market disruption
Higher education is under pressure from various directions shifting demographics, financial constraints, and evolving expectations. A strong brand is essential to stay resilient and relevant.
When controversy, crises, or big changes hit, your brand becomes your safety net. People are far more likely to give you the benefit of the doubt if they already respect and trust you. That reputation can be the difference between weathering the storm and facing long-term damage.
6. Boosting visibility through rankings
While rankings aren’t everything, they do influence perception. Many ranking systems factor in peer reputation, which is directly tied to your brand. The same goes for media coverage. The stronger your brand, the more likely you are to be recognized as a thought leader and trusted voice in the field.
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Practical tips for building brand equity that lasts
University leaders can’t afford to view brand as merely a marketing function— it’s so much more than that. Brand must be seen as a strategic asset embedded in everything from big-picture planning to day-to-day decisions. It’s part of how you attract students, build partnerships, and earn trust.
So how can you turn brand equity into a competitive advantage for your institution? Here are a few key moves to get started:
1. Know what you stand for
Start with a clear sense of who you are and what makes your school unique. What do you want people to feel when they think of your institution? Your brand promise should reflect your values, vision, and personality — and it should feel real, not like something cooked up in a boardroom.
2. Take time to truly know your audience
What matters most to your students, parents, alumni, and faculty? What are they proud of, and what do they wish were better? Take time to listen — through surveys, conversations, and social media — and use those insights to shape your strategy and message.
3. Tell one clear, consistent story
Your brand shows up everywhere: your website, your campus tours, your social media posts, even how your staff answers the phone. Make sure that story feels authentic, easy to understand, and consistent across every touchpoint. Developing comprehensive brand guidelines, share them widely across the institution, and conduct regular audits to ensure every touchpoint reinforces a unified, memorable experience for all audiences.
4. Get your people involved
Your brand isn’t just a logo — it’s how people talk about your institution and the trust they place in it. That means faculty, staff, students, and alumni all have a role to play. Keep them in the loop, give them the tools to share your story, and make them feel like part of the bigger picture. Want to get more people talking about — and proud of — your school? Make it easy for them. Share what’s happening through newsletters and social media and provide your community with tools that help them show off their connection. When faculty, staff, students, and alumni feel informed, celebrated, and included, they’re more likely to stay engaged — and more likely to brag about being part of your institution.
5. Make sure the experience matches the message
If you’re promising innovation, inclusivity, or career readiness, you better be delivering that on campus, in the classroom (both online and in person), and beyond. Brand equity grows when expectations match real experiences. That’s why creating a seamless website experience is so important — it directly impacts how much trust students place in your institution and it’s offerings.
6. Get the word out (strategically)
Raising awareness isn’t just about marketing louder — it’s about marketing smarter. Use the right mix of channels, from digital ads and social media to speaking opportunities for university leaders. And don’t forget about earned media and storytelling that highlights real student success. Do this by building a strategic content plan that aligns messaging across platforms, targets the right audiences, and consistently showcases the impact your institution makes.
7. Keep a pulse on your reputation
What are people actually saying about your school? Check in regularly using surveys, online reviews, social listening, and even informal feedback. This will help you spot issues early and see what’s working.
8. Be prepared to evolve
Higher ed is changing fast, so your brand needs to be flexible. Stay grounded in your core values, but be open to shifting your tone, visuals, or messaging as your audience and the world around you change.
Build a brand with a lasting legacy and immediate impact
In an age of increasing competition and shifting student expectations, brand equity is no longer a luxury — it’s a leadership priority. With students having endless options, donors getting more selective, and reputations spreading instantly, your brand equity can be a serious competitive edge.
Investing in a strong, authentic, and trusted brand can lay the foundation for long-term success. The institutions that thrive in the years ahead will be those that treat their brand as a central part of their overall strategy instead of a marketing afterthought.
Because in higher ed, your brand isn’t what you say it is — it’s what people believe it to be. And that belief? That’s your brand equity.
Ready to strengthen your institution’s brand equity? Explore how a strategic marketing approach can help you stand out and thrive. Let’s talk!
Innovation Starts Here
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Reaping the benefits of AI also means addressing the concerns and challenges of using it.
Artificial intelligence (AI) has already made significant inroads into higher education, transforming various aspects of campus life and academic processes. Since becoming part of the mainstream lexicon two years ago, AI has rapidly evolved from a subject of concern regarding academic integrity to an integral tool for enhancing educational experiences. Today, AI is influencing everything from recruitment strategies to long-term student success, with institutions using advanced analytics to predict outcomes, optimize operations, and improve decision-making. Our 2025 Marketing and Recruitment Practices for Undergraduate Students Report details some of the ways colleges and universities have incorporated AI in higher education marketing and enrollment operations.
However, the integration of AI in higher education is not without its challenges and ethical considerations. As we examine the pros and cons of utilizing AI in higher education marketing, it’s crucial to understand that this technology is no longer a future prospect but a present reality shaping the landscape of colleges and universities across the nation.
The pros of AI in higher education marketing
AI offers transformative benefits for higher education marketing by enabling personalized and data-driven strategies. Key advantages include:
Personalized outreach: AI analyzes vast datasets to tailor content and communication for prospective students, increasing engagement and conversion rates. For example, predictive analytics can identify high-value leads and anticipate drop-off points in the enrollment process. And since Ann Taylor, Target, Netflix and a host of other brands are utilizing AI to serve me content that is specifically tailored to my tastes, my buying behaviors, and my blood sugar level/impulse control, it is imperative that higher ed keep up with the rest of the content consumer driven market.
Automation: AI automates repetitive tasks like email campaigns, social media posts, and chatbot interactions, freeing up staff to focus on strategy and relationship-building. This reduces costs and improves operational efficiency. Higher ed leaders continue to lament the talent/staff crisis on campus, particularly in smaller cities and rural areas where the available talent may be shallow and work-from-home opportunities are not widespread. Instead, we must maximize the time of the staff we have and utilize them for the activities and outcomes that are truly reliant on human interaction, while automating, outsourcing, or eliminating the rest.
Real-time support: AI-powered chatbots provide 24/7 support, answering student inquiries instantly and improving the overall student experience. Digital assistants engage with your prospective students, parents, alumni, and supporters when it’s best for THEM, rather than best for you. International student populations may not be in your time zone and may be unable to connect during U.S. business hours. Parents and prospective parents may be researching during off-hours. The RNL Compass digital assistant provides that round-the-clock engagement that directly integrates and feeds data to your CRM while also protecting your data in a closed environment.
Scalability: Institutions can scale their marketing efforts across diverse demographics and platforms without requiring proportional increases in resources, helping smaller teams achieve broader reach.
Potential cons with AI in higher education marketing
Despite its advantages, AI in higher education marketing could pose significant risk or create unforeseen challenges if not managed with care:
Data privacy issues: The use of AI requires collecting and analyzing large amounts of personal data, raising concerns about compliance with privacy regulations such as GDPR or FERPA. Data security, privacy, and management are top concerns on campuses. It is incredibly important that you are utilizing tools that not only secure your data but that you are managing that data ethically. AI governance requires thoughtful planning and ongoing management. RNL works closely with partners who wish to devise a governance framework whether or not you are implementing AI tools.
Bias in algorithms: AI systems may inadvertently perpetuate biases present in training data, leading to unfair targeting or exclusion of certain student groups.
Round peg, square hole syndrome: Many AI solutions are not created for higher ed and do not account for the specific, complex needs that colleges and universities have compared to other consumer or B2B industries.
Loss of human touch: Over-reliance on AI can make interactions feel impersonal, potentially alienating prospective students who value human connection. Working with your team to talk about appropriate uses for AI, proper proofreading, and quality control is key. My colleague Dr. Raquel Bermejo discussed the need to balance technology and human connection with students.
Implementation costs: While AI promises cost savings over time, initial setup costs for advanced tools and training staff can be prohibitive for some institutions. Work closely with a trusted partner/vendor to ensure you are getting the best bang for your buck. Embracing AI may require investment, but it should yield so much more in return.
Be aware of all the pros and cons as you evaluate your AI options
In summary, while AI enhances efficiency and personalization in higher education marketing, institutions must navigate ethical challenges, potential biases, and implementation hurdles to maximize its benefits responsibly.
We cannot, however, let the possible risks prevent our institutions from maximizing this tremendous capacity-building tool. As a 50+ year veteran in higher education, RNL has a unique understanding of your campus environment, the likely trepidation, the potential hurdles to adoption, and the risk of inaction. That is why we are investing in AI development that is built just for you, your students, and your campus needs. Coupled with RNL’s renowned consulting expertise, governance support, strict attention to data privacy, and industry-leading marketing and enrollment solutions, we can help you and your campus use AI to advance your mission and achieve your goals while minimizing risk and campus pushback.
Discover RNL Edge, the AI solution for higher education
RNL Edge is a comprehensive suite of higher education AI solutions that will help you engage constituents, optimize operations, and analyze data instantly—all in a highly secure environment that keeps your institutional data safe. With limitless uses for enrollment and fundraising, RNL Edge is truly the AI solution built for the entire campus.
Today’s prospective students aren’t waiting for a glossy brochure to arrive in the mail. They’re researching schools on their phones between classes, watching campus tours on YouTube, and chatting with peers online to compare experiences. They’re digital-first and impatient, and expect the same seamless experience from a college as they would from Netflix or Amazon.
To stand out in this noisy, fast-moving environment, your enrollment marketing needs to work smarter. That means shifting away from static promotions and embracing data-driven, student-centric strategies that guide each prospect from curiosity to commitment.
Here’s how you can make that happen: 10 tactics that schools across North America (and beyond) are using to win the attention, trust, and enrollment of today’s students.
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1. Understand Your Audience (Better Than They Expect)
The best enrollment marketing strategies begin with deep audience insight. Not the surface-level kind (like age ranges or postal codes), but real, behavior-based understanding.
Instead of just collecting names at events or counting clicks on a landing page, take the time to analyze what your audience is doing. Are they spending five minutes reading your nursing program page but bouncing quickly from your homepage? Is there a spike in traffic after you post student testimonials on Instagram? These are the clues that shape smart decisions.
Tools like Google Analytics, HubSpot, or Slate reveal exactly where prospects engage and where they drop off. Segmenting audiences based on their actions, rather than assumptions, lets you personalize outreach that feels meaningful. If a student explores your hospitality program at 11:00 p.m. from another time zone, your strategy should reflect that interest and context.
Personalization builds a connection. And connection drives conversion.
Example: Oregon State University implemented a modern CRM (Slate) to segment and personalize outreach. OSU filters prospective students by interests, major, and location to trigger automated, tailored communications (email, text, print) for each segment. With this approach, Oregon State University ensures that prospects receive information relevant to them. For example, engineering-minded students get content on OSU’s tech programs, improving engagement and application conversion.
2. Turn Your Website Into a Top-Performing Recruiter
Think of your website as your lead admissions counselor. It works 24/7 and never forgets a prospect’s name, if it’s built right.
A compelling site doesn’t just list programs. It creates an experience. Navigation should be intuitive, especially on mobile, where the majority of users browse. Application deadlines should never be more than one click away. Program benefits should be clear, outcomes measurable, and support services obvious.
Equally important is online visibility. Students won’t land on your site if it isn’t optimized for search. That means including the phrases they’re typing into Google: “Best business diploma in Vancouver” or “Top graphic design college Canada.” A steady stream of blog content around these themes builds your authority and search rankings over time.
Don’t underestimate local search either. Schools that claim their Google Business listing and keep it updated with reviews, photos, and FAQs tend to show up higher in local results, right when families are deciding which campuses to visit.
Example: ENSR partnered with HEM to revamp its website for better usability and search visibility. Targeted SEO optimizations (including multilingual content and Google Ads campaigns) were implemented to attract more qualified traffic. ENSR also improved site speed and navigation. As a result, the school saw a 10% year-over-year increase in admissions, clear evidence that an optimized, easy-to-find website translates into more student enrollments.
How can schools use SEO to reach more prospective students? Schools can use SEO by optimizing their website and content with keywords students search for, like program names or “colleges near me.” Creating informative blog posts, improving site speed, and using clear navigation help boost search rankings, making it easier for prospects to find and explore the school online.
3. Meet Students Where They Scroll
Social media is no longer just a promotional tool; it’s where brand trust is built. And guess what? Students don’t want picture-perfect posts. They want a glimpse into real student life: the awkward, the inspiring, and everything in between.
How do social media platforms help attract prospective students? Social media platforms help attract prospective students by showcasing authentic campus life, student stories, and academic highlights where students already spend time. Targeted ads and engaging content build awareness, answer questions, and create emotional connections that encourage students to explore programs and take the next step toward applying.
The most effective schools blend behind-the-scenes campus life, student takeovers, and authentic voices with strategic, paid campaigns. Engagement is key. Answer comments, reply to DMs, and ask questions. Your presence shouldn’t just be felt; it should be responsive.
And when a student visits your site but doesn’t apply? A retargeting ad reminding them about a scholarship deadline can bring them back with a purpose.
Example: Randolph-Macon Academy utilizes student-driven social media takeovers and campaigns to humanize its brand. For example, on “Takeover Tuesdays,” R-MA students run the school’s Instagram Stories, giving followers a genuine day-in-the-life look at campus life. These peer perspectives resonate with prospective students and parents. R-MA also shares posts on LinkedIn celebrating achievements (like its seniors earning $16 million+ in scholarships) to boost credibility. By strategically targeting content on platforms like Instagram, Facebook, and LinkedIn, R-MA expands its reach and builds trust with specific audiences.
Campus visits are powerful but not always possible. Virtual tours bridge that gap beautifully when done right.
Why are virtual tours important for school admissions marketing? Virtual tours are important because they let prospective students explore campus facilities, culture, and student life from anywhere. They provide a first-hand experience that builds familiarity and trust, especially for international or remote students who can’t visit in person, helping them feel more confident about applying.
The most compelling virtual experiences go beyond slideshows or still images. They immerse visitors in 360° visuals of your labs, residences, lounges, and dining halls. Add narration, clickable maps, and interactive hotspots to create a sense of discovery.
Want to make it even more engaging? Offer live tours hosted by current students. Answer questions in real-time. Make the conversation two-way. This kind of hybrid interaction not only informs, but it also builds comfort and connection.
Gamifying the experience with small touches like hidden easter eggs or quizzes can boost session time, making students stay longer and remember more.
Example: Eastern New Mexico University: In January 2025, ENMU launched an upgraded 360-degree interactive virtual tour of its campus, in partnership with a virtual tour platform. The tour lets prospective students anywhere in the world explore campus landmarks at their own pace with panoramic views and clickable info points. New interactive stops even feature current students sharing their experiences via video, and users can access photos and descriptions of traditions at each location. This immersive virtual experience makes viewers feel “like they are on campus,” even if they cannot visit in person.
Nothing conveys emotion, trust, and energy quite like video. That’s why it’s the top-performing format across all platforms.
Students use video to explore, compare, and decide. A 30-second clip showing campus energy can hook them, while a three-minute video of a student explaining why they chose your school can tip the scales.
The best videos aren’t always the most polished. Often, it’s the realness that lands, the quiet moment in a dorm room, a laugh during class, a genuine answer about overcoming a challenge. When current students tell their story on camera, it resonates far more than scripted promos ever could.
And don’t stop with publishing. Upload to YouTube (the second largest search engine in the world), share snippets on social media, and embed videos in your emails or on your site. It keeps your message moving, even when you’re not.
Example: The Academy of Applied Pharmaceutical Sciences regularly produces short videos featuring student success stories and hands-on training highlights. These testimonials and “day in the life” videos are shared on AAPS’s website and social channels, providing an authentic glimpse into student outcomes. AAPS also posts video content of alumni in their new careers or students in lab classes, which personalizes the school’s message.
6. Be There Instantly with Smart Chatbots
Picture this: a student is exploring your program page at 10:45 p.m. They want to know if scholarships are still open, but your office is closed.
This is where chatbots shine. When used effectively, they answer FAQs, guide students to relevant pages, and even collect lead info for follow-up, all in real time.
Today’s best bots go beyond text. They can speak multiple languages, schedule tours, and connect students with human counselors. They’re not a replacement for your staff. They’re the frontline, making sure no interest goes cold.
Example: The University of Illinois Gies College of Business deployed an AI chatbot named “Alma” on its online MBA program website to handle common questions and nurture leads. The chatbot was built with a no-code AI platform and programmed to answer prospective students’ free-text questions about the program, provide key information (e.g., deadlines, curriculum), and even collect contact info for follow-up.
Your school can say it’s great. But it means more when others say it for you.
Prospective students read reviews before making decisions. That’s true whether they’re buying shoes or choosing a college. A few well-placed, authentic reviews from happy students or parents can tip the scale in your favor.
Example: Rosseau Lake College actively highlights student and parent testimonials on its official site to manage its online reputation. RLC’s admissions section features a dedicated “Student Testimonials” page with quotes, stories, and even videos from current students and recent graduates.
Make it easy for your community to share their voice. Follow up after tours or events with a simple request for feedback. Prompt graduating students to reflect on their journey. And most importantly, respond graciously to both praise and criticism.
Highlight these testimonials in your marketing materials, emails, and website. Some schools even have dedicated pages that feature alumni quotes, rankings, and outcomes all in one place.
Example: Discovery Community College leverages Google reviews and social media to boost its reputation. When the college receives a glowing review online, the marketing team amplifies it; for instance, Discovery CC shared a student’s 5-star Google review on Instagram with a thank-you message.
When you let your results speak for themselves, people listen.
8. Nurture With Purpose: Email and Text Messaging
Email isn’t outdated. It’s just misused.
Too often, schools blast the same generic message to every lead. But with marketing automation tools like HubSpot or Slate, you can do better. Much better.
Send personalized messages based on actual behavior. If someone downloaded a course calendar, send a follow-up series about faculty highlights, career paths, or student testimonials from that program. If a student clicked a scholarship link but didn’t apply, follow up with a helpful guide or checklist.
Text messages are the perfect complement: fast, direct, and effective. Use them for urgent nudges like deadline reminders or event RSVPs. But be respectful. Less is more when it comes to texting.
9. Host Webinars That Educate and Inspire
Done right, webinars are student recruitment gold. They let students interact with faculty, hear from alumni, and ask real questions, all from the comfort of home.
Think beyond the program overview. What are students anxious about? Admissions essays? Career prospects? Financial aid? Offer sessions that solve these problems, not just sell solutions.
Example: The University of North Texas runs themed Admissions Webinars for targeted audiences of students who haven’t yet applied. UNT invites high schoolers to sign up for sessions like “Why UNT? & How to Apply,” where recruiters walk through programs, campus life, and the application process via Zoom.
Live Q&As make these events feel dynamic. A student asking a question and getting an answer in the moment, that’s engagement. That’s trust.
Example: Randolph-Macon Academy hosts regular live webinars for prospective families as part of its recruitment strategy. During these virtual info sessions, R-MA’s admissions counselors present an overview of the school, share up-to-date facts, and then open the floor for Q&A. They often incorporate a live virtual campus tour within the webinar. This format has been effective in converting attendees to applicants – families get to interact directly with staff and students from home, addressing any doubts in real time.
And once the event ends, the content lives on. Recordings become lead magnets. Clips fuel your social strategy. Recaps can power blog posts. Every webinar is a long-term asset when you plan it right.
10. Showcase What Comes After: Alumni Success
Prospective students are investing time and money. What they want to know is simple: “Will it pay off?”
Highlighting alumni outcomes is one of the most persuasive things you can do. Share job placement rates, grad school acceptances, average salaries, whatever metrics tell the story of success.
Even more powerful are personal stories. The alum who launched a startup. The student who landed a dream internship. The graduate who returned to school to mentor others. These aren’t just achievements, they’re proof points.
Example: Randolph-Macon Academy publicizes its alumni and student success outcomes as a core part of marketing. R-MA’s communications showcase statistics like 100% college acceptance and millions in scholarships earned by each graduating class. In 2025, R-MA proudly shared that its 69 seniors collectively secured over $10.5 million in scholarships for college. Alumni success stories (military academy appointments, leadership roles, etc.) are featured on the school blog and newsletters.
Some schools use interactive alumni maps to show where grads are working across the globe. Others run weekly spotlight stories on social or newsletters. However you do it, make sure it’s easy for prospects to imagine their own future in the successes of those who came before.
When you say, “Here’s where our grads go, and here’s how we help them get there,” the value of your school becomes real.
Enrollment Marketing Is Not About Tactics. It’s About Trust.
Each of these enrollment strategies works on its own. But when you combine them into a cohesive enrollment plan, powered by data and driven by empathy, you don’t just generate interest. You build relationships.
From a student’s first Google search to their final enrollment decision, every interaction matters. So make them count. Use tools like CRMs to track engagement. Align marketing with admissions. And most importantly, keep the student experience at the center of it all.
Because in today’s world, enrollment isn’t about volume. It’s about value. Give your prospects content that answers questions, support that feels personal, and stories that inspire. Do that, and the results will follow.
Need help building your enrollment marketing plan?
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Frequently Asked Questions
Question: How do social media platforms help attract prospective students?
Answer: Social media platforms help attract prospective students by showcasing authentic campus life, student stories, and academic highlights where students already spend time. Targeted ads and engaging content build awareness, answer questions, and create emotional connections that encourage students to explore programs and take the next step toward applying.
Question: Why are virtual tours important for school admissions marketing?
Answer: Virtual tours are important because they let prospective students explore campus facilities, culture, and student life from anywhere. They provide a first-hand experience that builds familiarity and trust, especially for international or remote students who can’t visit in person, helping them feel more confident about applying.
Question: How can schools use SEO to reach more prospective students?
Answer: Schools can use SEO by optimizing their website and content with keywords students search for, like program names or “colleges near me.” Creating informative blog posts, improving site speed, and using clear navigation help boost search rankings, making it easier for prospects to find and explore the school online.
Pitching compelling storylines and sources are the crux of any public relations strategy. In the higher education digital marketing space, we at Archer Education leverage the expertise of professors from our partner institutions to help increase the school’s visibility, student enrollment, thought leadership, and brand awareness.
Professors make excellent sources for stories through unmatched expertise and experience in their respective fields, but without the correct messaging and communication strategy, this opportunity could be missed.
In this article, we’ll go over how to write a media pitch in higher education and review the most common types of media pitches.
What Is a Media Pitch?
Media pitches in higher education are strategic communications sent to journalists, editors, or media outlets to promote faculty expertise, research, or institutional initiatives. These pitches typically highlight faculty insights on current events, groundbreaking studies, or thought leadership in their field.
These pitches are particularly key to faculty promotion because they enhance visibility, establish credibility, and position faculty as subject matter experts. Media coverage can lead to invitations for speaking engagements, collaborative research opportunities, and increased citations — all of which contribute to professional advancement for the faculty member and enhanced institutional reputation.
How to Create Your Media Pitch
Before we dive into best practices, tips, and examples of PR pitching, let’s go over some of the basics of how to structure a media pitch. Creating a set standard for yourself and your team will not only streamline the process and allow you to be as efficient as possible, but it will also ensure consistency amongst your team and allow for smooth training programs.
Select the Right Type of Journalism Lead
Before you even start writing a pitch, you want to make sure you find a lead that will entice whoever you are reaching out to. The lead is the angle into your story that makes everything relevant. You can look for two types of leads that are applicable throughout journalism:
A news peg is a trending story or topic in the news that relates to what you’re pitching. For example, leveraging a political debate or a new medical study that was just released. This allows you to hook the reader with a relevant and widespread story.
A time peg represents an upcoming date or event. For example, anniversaries of days like 9/11 or Hurricane Katrina, days or weeks dedicated to specific causes like “Health IT Week” or “Mental Health Awareness Day,” or even months like “Breast Cancer Awareness Month.”
These types of dates and events can be easily leveraged for PR purposes as media outlets will often shape content around significant or relevant time pegs. In order to keep track and take advantage of these dates, it’s helpful to create and consistently update an internal editorial calendar with your team.
Develop Your Pitch Structure
Below is the basic outline/structure you should consider when writing a media pitch:
As mentioned above, start with the lead. This should be the first thing the reporter or editor reads. An enticing lead that is relevant to their beat will ensure they continue through your pitch.
The second part is your call-to-action. This is the action you want your audience to take. Whether it is writing a product review, publishing a piece of content, or conducting an interview, it’s important to make your intention here as clear as possible.
Next comes your value proposition. This is a key piece of the puzzle as it will be the meat of the pitch; this is where you can showcase the value of what you are offering and why they should be interested in it. It is essential in differentiating yourself from the hundreds of other pitches they receive.
The last piece of the pitch is your conclusion. This is a straightforward recap that includes a recap of the call-to-action and a thank you.
Use the Right Subject Line for Your Pitch Email
Subject lines are the first and sometimes only thing that a media contact will see — often determining whether they will even bother to open your email or not. Ensuring that your subject line is clear, concise, and enticing is critical. According to Omeda, subject lines with 20 characters or fewer achieve the highest open rates, averaging 29.9%. Open rates decline to 17.3% for subject lines between 20 and 124 characters.
Interestingly, subject lines exceeding 174 characters see a slight recovery in open rates, averaging around 23%. However, due to potential display issues and the risk of being cut off, it’s generally recommended to keep subject lines concise. Prioritizing brevity ensures better visibility across various devices and enhances the likelihood of engagement.
While creating a subject line that produces an “open” should always be the goal, you should make sure to avoid using “click-bait” phrasing as a tactic to draw in the recipient, as this is considered unprofessional. The last thing you want to do is mislead your audience or appear spammy.
How to Pitch the Media: Communication Strategies
Now that you understand the basics on how to write and structure a media pitch, let’s cover some media pitching strategies that can lead to greater success.
Use Timely Stories and Research
Don’t deprive yourself of using relevant news pegs or research as your hook for your pitch. It’s no secret that the media lives off of news pegs, trending topics, and new research to tell their stories. To increase the chances of someone showing interest in your pitch, it’s important to make their job as easy as possible. It’s a good idea to spell out the story for them so that your source or story fits in seamlessly with trending news topics and their target audience’s interests.
Reporters and editors receive hundreds of pitches every day, so providing them with a story that their readers will be interested in and offering sources to help supplement that story will make them more compelled to move forward with the conversation.
Along these same lines, always try to include hyperlinks to any research or statistics that you reference in your pitch. You don’t want them to shy away from expressing interest or continuing the conversation simply because they don’t have time to do the legwork to track down the sources themselves.
Know the Reporter’s Beat
You can have the best pitch in the world, but if it doesn’t align with the reporter’s beat (the types of stories they cover), then it will provide no use or value to them. In fact, it will only blatantly show that you are sending out mass email distributions and aren’t doing the appropriate research and legwork before pitching them. While it’s not always realistic or feasible, personalize pitches whenever possible and mention any related articles that they recently wrote.
Keep it Concise and Know Your Story
As previously mentioned, media contacts receive hundreds of pitches a day. If you’re lucky enough to get yours opened, the worst thing that someone with very little time can be confronted with is an unnecessarily long pitch. Find out how to say everything that you need to say in a paragraph or less (with rare exceptions). The more specific and focused you can be, the better. It’s also crucial to understand and communicate the story you’re trying to tell and how it aligns with the larger media trends yet provides a unique angle to the storyline.
Follow Up Is Key to Media Pitching
Following up on initial email pitches is one of the most crucial elements of the pitching process. This is where most of your interest and responses will come from, so ensure that you schedule reminders to follow up.
Generally, it’s appropriate to wait about one week until you send follow-ups out; this will ensure that the media contact has sufficient time to get through their emails and respond if they are planning to. If the story is incredibly time-sensitive, you can follow-up a bit sooner. Similarly, if it is not a time-sensitive story at all, then waiting a little longer than a week can be a good strategy. Just be sure to include your original pitch at the bottom of your follow-up email to help jog the recipient’s memory and provide more context.
Media Pitch Examples
Now that you have the information that you need to be successful with your pitch writing, here are some real-life examples of media pitches and pitch letters that our team sent to the media.
1. Cold Pitch
A cold pitch is an unsolicited email or message sent to a journalist or media outlet with whom there is no prior relationship. It typically introduces a faculty member’s expertise or research in hopes of securing media coverage.
2. Pitch for Established Contact/Relationship
This type of pitch is sent to a journalist or media contact with whom a relationship already exists. It builds on past interactions, making it more likely to be well received and result in coverage.
3. Personalized Pitch
A personalized pitch is tailored specifically to a journalist’s interests, past work, or the needs of their publication. It demonstrates a clear understanding of their audience and increases the chances of engagement.
4. Follow-Up Pitch
A follow-up pitch is sent after an initial pitch to reinforce interest, provide additional details, or remind the recipient about the story idea. It’s essential for maintaining momentum and increasing response rates.
How to Write Media Pitches That Consistently Convert
In today’s media landscape, consistent PR exposure is essential for faculty members looking to establish themselves as thought leaders and elevate their institution’s brand. At Archer Education, we specialize in crafting strategic media pitches that align with timely news cycles, ensuring professors and researchers receive the visibility they deserve. Whether through cold outreach, leveraging existing media relationships, or personalized pitches, we help faculty secure media placements that enhance their credibility, attract prospective students, and showcase their expertise to a broader audience.
Our experience in higher education marketing allows us to effectively position faculty members in conversations that matter, increasing opportunities for interviews, guest articles, and thought leadership features. Don’t let valuable media opportunities go untapped — connect with us today to develop a custom PR strategy that amplifies your faculty’s impact and strengthens your institution’s reputation.
