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.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
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?
HEM offers expert services tailored to higher education institutions across Canada and beyond.Contact us today to learn more.
Struggling with enrollment?
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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.
You’re under increased pressure to make better, data-informed decisions. However, most colleges and universities don’t have the budget to build the kind of data team that drives strategic progress. And even if you can hire, you’re competing with other industries that pay top dollar, making it hard, if not impossible, to find the right data resource with all the skills to move your operation forward. Don’t let hiring roadblocks make you settle for siloed insights and stagnant dashboards.
How to Build a High-Impact Data Team Without the Full-Time Headcount Thursday, June 26 2:00 pm ET / 1:00 pm CT
In this webinar, Jeff Certain, VP of Solution Development and Go-to-Market, and Dan Antonson, AVP of Data and Analytics, break down how a managed services model can help you create a high-impact data team at a fraction of the cost and give you access to a robust bench of highly specialized data talent. They will also share some real-world examples of nimble, high-impact data teams in action.
You’ll walk away knowing:
Which data roles are needed for success and scale in higher ed
How to rapidly scale data operations without adding FTEs
Why managed services are a smarter investment than full-time hires
Ways to tap into cross-functional expertise on demand
How to build a future-ready data infrastructure without ballooning your org chart
Whether you’re starting from scratch or trying to scale a lean team, this session will offer practical, flexible strategies to get there faster — and more cost-effectively.
Who Should Attend:
If you are a data-minded decision-maker in higher ed or a cabinet-level leader being asked to do more with less, this webinar is for you.
Presidents and provosts
CFOs and COOs
Enrollment and marketing leaders
Expert Speakers
Jeff Certain
VP of Solution Development and Go-to-Market
Collegis Education
Dan Antonson
AVP of Data and Analytics
Collegis Education
It’s time to move past the piecemeal approach and start driving real outcomes with your data. Complete the form to reserve your spot! We look forward to seeing you on Thursday,June 26.
This fundamental shift demands a re-evaluation of how we evaluate, measure, and evolve our SEO and website marketing efforts. For higher education institutions, staying ahead of this curve isn’t just about visibility; it’s about connecting with prospective students in new and impactful ways.
The world of Search Engine Optimization (SEO) is in constant flux, and never has this been more evident than in the current era of artificial intelligence. AI-driven search experiences are fundamentally shifting how prospective students search for schools and programs, and what worked yesterday won’t be enough to drive success going forward.
Gone are the days when organic traffic and keyword rankings were the sole arbiters of SEO success. While still important, the reasons for their diminishing effectiveness are becoming increasingly clear:
Traffic is no longer a perfect proxy for exposure: With the rise of AI-powered search features like Google’s AI Overviews, users are increasingly finding answers directly on the Search Engine Results Page (SERP) without needing to click through to a website. This “zero-click” phenomenon means your content can provide value and influence prospective students even if it doesn’t result in a website visit. A high ranking might lead to less traffic if the answer is provided directly on the SERP, skewing traditional traffic metrics.
Keyword rankings don’t capture semantic understanding: AI excels at understanding natural language and user intent. While a keyword ranking tells you if you’re visible for a specific phrase, it doesn’t tell you if your content is truly satisfying the underlying need or being recognized as authoritative for a broader topic. Users are asking more complex questions, and AI is providing more nuanced answers, making a simple keyword ranking less indicative of true search performance.
The Rise of AI Overviews and Our “AI Density” KPI Approach
Google’s AI Overviews (formerly Search Generative Experience) are transforming how information is consumed. These AI-generated summaries appear prominently at the top of the SERP, synthesizing information from multiple authoritative sources to provide immediate answers.
Google AI Overview example within a higher education SERP
For higher education marketers, this means that even if a user doesn’t click on your link, your institution’s content can still be featured, influencing their perception of your brand and their enrollment decision-making. With this, it is necessary to expand your measurement framework to encompass new KPIs; one such KPI is AI density.
AI density measures how often your institution’s content is cited or referenced within AI Overviews for relevant queries. This KPI goes beyond clicks, focusing on the ultimate visibility and attribution your brand receives within these AI-powered summaries. A high AI Density signifies that your content is considered a trusted and valuable source by AI models, driving more visibility among high-intent prospective students.
How to Influence Your Website’s AI Density:
Optimize for authority and trustworthiness: AI models prioritize content from credible and authoritative sources. Focus on building E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) through high-quality, in-depth content, expert authors, and strong internal and external linking.
Structure your content for AI readability: Use clear headings, concise answers to common questions, and structured data (schema markup) to help AI models easily understand and extract information from your pages.
Analyze source citations: Pay attention to which websites Google’s AI Overviews are sourcing their information from. Are you among them?
Beyond the Click: Other Essential Modern SEO KPIs
While AI density is a powerful new addition, a holistic view of your SEO performance in the AI era requires tracking a broader set of KPIs. Here are some that will become increasingly vital:
Search Share of Voice: This metric moves beyond individual keyword rankings to assess your institution’s overall visibility for a set of relevant topics or queries compared to your competitors. In the modern search landscape, this encompasses your website, your social media presence, your external brand mentions, and more.
On-Platform Visibility: Students are searching on more platforms than ever before, from social platforms like Reddit, YouTube, and TikTok, to chatbots like ChatGPT, Gemini, and Claude. Your SEO strategy needs to consider visibility on these platforms, and your KPIs should reflect your presence and engagement there.
Brand Search Volume: As AI provides direct answers, users may be exposed to your brand without visiting your site. Monitor branded search queries in Google Search Console and Google Trends. An increase in branded searches indicates growing brand awareness and recall, even if the initial search didn’t lead to a click.
Engagement Quality (Beyond Bounce Rate): Instead of solely focusing on bounce rate, delve into metrics that indicate true engagement. Look at “engaged sessions” in GA4, video views, downloads of resources, and repeat visits. These metrics show that your content is truly resonating with users, even if the conversion isn’t immediate.
Conversion Influence (aka Assisted Conversions): SEO’s role in the user journey is becoming more complex. It might not always be the last click, but it often initiates or assists a conversion. Utilize GA4’s attribution models to understand how organic search influences conversions further down the funnel, even if other channels get the “last click” credit.
Adapting for the Future
The shift in the SEO landscape is not a threat but an opportunity for marketers to become more strategic and meet prospective student needs more effectively. By evolving our KPIs to reflect the realities of AI-powered search, higher education institutions can gain a deeper understanding of their online performance and adapt their strategies to thrive.
EducationDynamics is committed to helping institutions navigate this evolving digital terrain. By focusing on these modern KPIs, you can ensure your SEO efforts are not just about ranking for keywords, but about building genuine visibility, authority, and engagement in an increasingly intelligent search environment. Contact us to learn how we can support your strategy.
Over the past few years, I’ve had the opportunity to conduct organizational assessments for a range of colleges and universities, from small private institutions to large public campuses. Despite the wide variety in size, mission, and complexity, one core issue continues to surface:
The greatest threat to effective integrated marketing communications in higher education isn’t a lack of creativity, talent, or ambition; it’s internal misalignment. We have to get out of our own way.
This misalignment isn’t just a problem with processes or a cause of inefficiencies. It directly impacts a university’s ability to generate revenue, build and protect its reputation, and, ultimately, secure its long-term viability.
Below are five consistent themes I’ve observed across the institutions I’ve worked with, including those I personally worked for before consulting. I have found patterns that emerge regardless of structure, budget or institutional type. They’re internal challenges that severely undermine the very work marketing and communications professionals are tasked to deliver.
1. Decentralized Chaos
Most institutions operate under some form of distributed marketing where individual colleges, divisions, and programs employ their own communications and/or marketing staff. That’s not inherently problematic. The issue arises when these teams operate independently without shared planning cycles, coordinated messaging, or a central strategy to anchor their work.
At best, this results in duplicate efforts, inconsistent voice, and campaign overlap. At worst, it results in undertrained and underresourced staff holding the institution’s reputation and revenue in their hands with anchor to a central strategy.
2. Roles That Don’t Match Reality
Job descriptions across campuses are often written for tactical support roles: social media posting, event promotion, basic writing. In practice, many of these individuals are leading strategic initiatives, advising campus leaders, coordinating major campaigns, and serving as the face of their departments.
This gap between expectation and reality leads to chronic role strain, under-recognition, and burnout. Institutions end up relying on strategic thinking that they haven’t resourced or defined. Additionally, these roles tend to live in isolation, left to their own devices to prioritize their time and resources and even improve their own skillsets, while any connection to the central marcom unit is deemed optional.
3. Data Without Direction
Marketing technology is everywhere (CRMs, CMSs, project management tools, calendars, analytics platforms). However, the ability to extract meaningful, coordinated insight from those systems is rare. This may be the most critical issue I have seen uniformly across campuses.
Too often, teams track different metrics (if they track at all), interpret success in different ways, and lack access to integrated dashboards or audience journey data. There’s no central hub for marketing intelligence, and no unified approach to campaign evaluation. And in most cases, there are no connections between data sources to see if efforts are working.
4. Strategy Without Governance
Even when a university-wide marketing strategy exists, it often lacks enforcement mechanisms. Central communications teams may offer brand guidelines, campaign frameworks, or shared messaging, but unit-level teams aren’t always required or even incentivized to use them.
This results in fragmentation of messaging and a reactive culture in which strategy is optional and consistency is left to chance.
5. The Forgotten Internal Audience
Internal communications are frequently overlooked in the broader marketing ecosystem. Staff often describe a culture of “self-navigation,” where onboarding is informal, institutional goals are unclear, and team alignment is hit-or-miss.
Without strong internal communication, even the most ambitious marketing strategies falter. People can’t execute on what they don’t understand or weren’t invited into.
The Cost of Misalignment
These internal barriers are often invisible to the public but have real consequences:
Missed enrollment targets
Ineffective or underperforming campaigns
Brand inconsistency
Lack of alumni engagement
Delayed crisis responses
Low morale and high turnover
Internal resentment and lack of respect
Risk to institutional reputation
In short, when internal teams aren’t set up to succeed, the institution’s ability to drive revenue and protect its reputation is compromised.
What Institutions Must Do Now
If colleges and universities want to compete, marketing and communications cannot be treated as a service unit or support function. They must be positioned as strategicleaders with the authority and infrastructure to drive outcomes that directly influence institutional viability.
This means moving beyond collaboration and into accountability, with clear decision rights, cross-campus responsibility, and presidential endorsement. Just as individual units cannot hire a person without HR, they should not be able to advertise on behalf of the institution without central authority.
Here’s what that requires:
Elevate Marcom to a Strategic Leadership Function
Marketing and communications must sit at the strategy table, not just in times of crisis or campaign launches, but as a permanent fixture in institutional planning. That includes having a seat on executive leadership teams. While a reporting line to the president or chancellor is ideal, it isn’t necessary if access and support exist.
No major initiative—enrollment, advancement, academic innovation—should move forward without Marcom’s leadership embedded from the beginning.
Centralize Authority, Decentralize Execution
Establish a clear governance structure that defines who owns the brand, who approves campaigns, and how messaging is prioritized. Marcom should lead the strategy, planning cycles, audience research, and brand integrity, while colleges and units execute within those frameworks.
This approach balances institutional consistency with local relevance and eliminates duplicative, misaligned marketing efforts.
Redefine Roles to Match Reality
Audit all marketing and communications roles across the institution. Rewrite job descriptions to reflect the actual strategic, analytical, and leadership work staff are doing. Then, align titles, compensation, and reporting structures accordingly, building accountability to the central Marcom strategy.
The reality is that many professionals are already acting as strategists but without the recognition, decision-making authority, or organizational support to do so effectively. This should include much-needed professional development for those typically forced to self-teach.
Build the Infrastructure for Insight and Alignment
Invest in integrated systems (integrated CRMs, content management platforms, campaign dashboards, and persona libraries) but pair those tools with processes. This means shared campaign calendars, institution-wide planning cycles, and a unified set of performance indicators.
Without alignment on audiences, channels, timing, and outcomes, even the best content will underdeliver.
Use a Marketing Maturity Model to Drive Progress
Adopt a clear roadmap to measure and grow marketing capabilities across six key domains: brand management, audience journey integration, insights infrastructure, strategic alignment, risk management, and organizational culture.
Then give Marcom the responsibility (and the resources) to lead that transformation. Not just participate in it. Own it.
This is not about creative polish or tactical execution. It’s about institutional sustainability. The higher education market is louder, more competitive, and less forgiving than ever.
Institutions that continue to treat marketing and communications as a support function will struggle to adapt. Those that empower it as a core leadership discipline, with the needed structure, authority, and resources, will build stronger brands, increase revenue, and secure their relevance for the future.
In today’s competitive digital landscape, higher education institutions must continually evolve to reach and engage prospective students. YouTube has evolved from a video-sharing platform into a dynamic search engine where students explore campus life, academic programs, and authentic student experiences. That’s why developing and optimizing a higher education YouTube channel is more important than ever.
Smart video SEO strategies can significantly improve visibility, build brand authority, and support enrollment goals for institutions. A well-crafted YouTube strategy plays a crucial role in this effort, ensuring that content reaches and resonates with prospective students.
Why YouTube SEO matters for higher ed video marketing
YouTube SEO goes beyond views. It positions your institution within one of the most influential search engines in the world. YouTube has become the second-largest search engine after Google, and for today’s prospective students — many of whom are digital natives — video is a primary method of discovery and research.
Whether exploring campus life, comparing academic programs, or seeking authentic student voices, prospective learners turn to YouTube to gather insights that influence their decisions. A well-optimized higher education YouTube channel offers a range of benefits, including:
Builds credibility and trust by providing authentic, engaging content.
Expands visibility on a platform used heavily by prospective students.
Drives enrollment by surfacing at key moments in the decision-making journey.
Strengthens your digital footprint through content that aligns with search behavior.
Supports multi-channel strategies by integrating with websites, email, and social media.
Improves AI-driven search visibility as AI-powered search results increasingly prioritize video content. (Tools like YouTube’s auto-transcription and AI tagging can further enhance discoverability.)
Optimizing your channel ensures your content appears when it matters most and positions your institution as a leader in digital engagement.
“Video content is the future of marketing—it’s authentic, engaging, and capable of building trust with your audience faster than any other medium.”
— Neil Patel, digital marketing expert
Build a strong SEO foundation for your higher education YouTube channel
Every video your institution shares is more than just content — it’s an opportunity to shape perceptions, highlight your strengths, and connect with your audience. Before diving into more advanced strategies, it’s essential to ensure that each video is built on a solid SEO foundation.
When executed consistently, these foundational elements can make the difference between content that gets buried and content that drives meaningful engagement. Foundational elements include:
Accurate video transcripts: Ensure transcripts are complete and error-free. This enhances accessibility and helps search engines understand your content. Also, include captions and alt text to enhance accessibility and meet ADA standards.
Optimized video settings: Configure each video correctly (e.g., mark as “not for children”, assign relevant categories, add strategic tags) to improve discoverability.
Robust video descriptions: Use keyword-rich, detailed descriptions aligned with your academic offerings. Think like a prospective student searching for programs or campus life.
SEO-friendly video titles: Titles should be compelling, clear, and keyword-focused. Avoid jargon — focus on what the viewer will gain.
Apply advanced channel strategies to stand out
Once the foundational elements are in place, it’s time to move beyond the basics. Elevating your higher education YouTube channel requires thoughtful planning and strategic segmentation. This is especially important for institutions with diverse academic offerings and multiple audiences, such as prospective undergraduate and graduate students.
Taking a more advanced approach can help differentiate your content, make navigation easier for users, and deliver tailored experiences that align with varied student needs. To elevate your channel’s performance and support segmented marketing goals:
Create dedicated channels: Maintaining separate channels for different audiences (like graduate versus undergrad) allows for more targeted messaging and cleaner audience segmentation.
Use playlists strategically: Group videos by topic or series and apply consistent naming conventions. This improves navigation, boosts engagement, and supports channel SEO.
Optimize thumbnails and preview content: High-quality thumbnails and concise preview text boost click-through rates, especially on mobile devices.
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Enhance viewer engagement
Even if your department isn’t directly producing every video, there’s still an opportunity to influence engagement and performance. By implementing a few proven tactics, institutions can increase viewer interaction and strengthen their presence on YouTube.
These strategies work in tandem with foundational SEO practices to extend the reach and impact of your video content:
Include clear calls-to-action (CTAs): Ask viewers to like, comment, subscribe, or visit your website. These actions signal relevance to YouTube’s algorithm.
Leverage end screens and cards: Use these to direct viewers to related content, encouraging longer sessions and deeper engagement.
Maintain consistent branding: Ensure videos reflect your institution’s visual identity and messaging tone to reinforce brand equity.
Integrate video into your broader strategy
YouTube content shouldn’t exist in a silo. When part of a cohesive higher ed video marketing approach, your higher education YouTube channel becomes a versatile asset that supports communication and engagement across platforms.
To truly maximize its value, it must be woven into your institution’s broader marketing and communication ecosystem. When aligned with your website, email campaigns, and social media channels, your YouTube strategy reinforces key messages and creates a cohesive experience for prospective students.
YouTube videos can be a powerful asset across multiple marketing channels:
Website integration: Embed program overviews, testimonials, and campus tours to enrich landing pages and drive engagement.
Email campaigns: Incorporate personalized video content into outreach and drip campaigns to boost open and click-through rates.
Social media amplification: Repurpose YouTube content into short clips for Instagram, TikTok, Facebook, and LinkedIn to reach broader audiences.
Virtual events and webinars: Leverage recorded content as follow-up resources or promotional teasers.
Advertising and paid media: Use high-performing videos in YouTube ads or across PPC campaigns to increase reach and ROI.
Stay agile and stay ahead
YouTube SEO isn’t a one-time effort — it’s a continuous process. Use YouTube Studio to track key performance metrics such as watch time, engagement, and search impressions. These insights help guide your strategy and identify opportunities to improve content.
Monitor analytics regularly, refresh metadata, and adapt to changing viewer behaviors. Institutions that stay agile will be better positioned to engage digital-native audiences.
Take your higher ed video marketing to the next level
YouTube remains a powerful tool to build institutional visibility and connect with prospective students. At Collegis Education, our expansive marketing services are backed by deep expertise in higher ed SEO, digital strategy, and content performance. Whether you’re refining your current efforts or starting fresh, a smart, scalable strategy can turn your YouTube channel into a powerful tool for student engagement.
Let’s connect and start building a smarter strategy today.
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In a world obsessed with TikTok trends and digital ad spends, it’s easy to overlook the humble email. Yet, email marketing for universities and other higher educational institutions isn’t just surviving, it’s thriving.
While newer platforms grab headlines, email continues to deliver results where it matters most: student recruitment. In fact, email engagement has surged by a staggering 78% in recent years. That’s a clear signal: email is not just relevant, it’s essential.
Email remains one of the most powerful channels in higher education marketing, and for good reason. By the end of 2025, global email users are projected to reach 4.6 billion, with over 376 billion emails sent daily.
Our targeted email marketing services can help you attract and enroll more students.
Discover how we can enhance your recruitment strategy today!
The ROI speaks for itself: email marketing returns around $36 for every $1 spent, outshining many other channels. Here’s the surprising part. Students want your emails. In a recent survey, more than 68% of students prefer to receive content via email from higher-ed institutions.
But many schools are still doing it wrong. They send the same message to every contact, ignore personalization, and fail to align emails with the student journey. The result? Missed opportunities and low conversions.
This guide will walk you through how to craft student-first, high-converting email campaigns, from audience research to measuring real impact. Ready to turn your inbox into an enrollment engine? Let’s dive in.
Why Email? Why Now?
Let’s start from the very beginning. What is educational marketing? Educational marketing refers to the strategies and tactics used by schools, colleges, and universities to attract, engage, and enroll students. It includes campaigns across digital channels like email, social media, SEO, and paid ads to promote programs and build institutional brand awareness.
From there, we move on to the big question: Is email still relevant in 2025? Absolutely. In fact, 69% of education marketers say email provides a good to excellent ROI, outperforming heavy hitters like social media (55%), display ads (19%), and even SEO (46%).
Why is that?
Because email does three things exceptionally well. It provides a direct line to decision-makers, allows for scalable personalization, and supports long-term engagement without burning through your budget.
But, and this is key, many schools still aren’t tapping into its full potential. Too often, the same message is sent to everyone, without clearly defined audience profiles to guide the way. That’s where opportunity lives, for those willing to do it right.
Know Your Audience: Meet Sophie
Let’s talk about what separates forgettable campaigns from unforgettable ones.
It starts with understanding your audience, not just broadly, but deeply. This is where student personas come into play.
Meet Sophie.
She’s a 30-something international career professional with 3–7 years of experience. Sophie is exploring MBA programs and micro-credentials, driven by career advancement and global networking opportunities. She’s ROI-conscious, skeptical about short courses, and likely found your school via Instagram or Google.
See the difference?
When you write with Sophie in mind, you’re not just blasting content, you’re building trust. She wants to know your credentials are legit. She’s inspired by student success stories. She’s curious about cultural experiences.
So instead of saying, “Join our business program,” try, “Boost your global career with accredited micro-credentials and a community that spans five continents.” Now that’s an email that connects. Now that we’ve seen what a well-developed persona looks like, let’s explore how to apply this kind of insight through segmentation.
Example: McMaster University’s Continuing Education division’s persona-based email drip campaigns for lead nurturing show how each email is tailored to a persona (e.g. career changers in Project Management or Applied Clinical Research) with personalized greetings (“Hi {{FirstName}}”) and program-specific content.
Different students have different interests and needs, so your university email campaign should too.
Segmentation
By dividing your email list into meaningful groups (or “segments”), you can send each group content that truly matters to them. The result? Dramatically better performance.
How to segment effectively? Think about the factors that distinguish your prospective students. Common segmentation angles in higher ed include:
Stage in enrollment journey: Are they brand-new inquiries, applicants, or admitted students? (More on this later.)
Academic interests: What program or major are they interested in? Emails tailored by program (e.g. Engineering vs. Liberal Arts prospects) will highlight different selling points.
Demographics/Location: Is the student international or domestic? High school senior or adult learner? Local or out-of-state? Each group may respond to different messaging.
Behavioural engagement: How have they interacted with your school so far? (Attended a webinar, downloaded a brochure, etc.) Those actions can trigger targeted follow-ups.
Segmenting your list by criteria like these ensures each student gets content that speaks to their specific situation. As a result, your emails feel more relevant, and relevance drives results.
Example: The Cut Design Academy launched a promotional recruitment email targeting prospective students for its January 2025 Makeup Artistry Certificate intake. The campaign focused on driving immediate applications from students close to the decision stage, offering a limited-time tuition discount to accelerate conversions. Framed around an exclusive offer, the email used urgency, clear benefits, and student-focused messaging to stand out. The campaign leveraged personalization through tone (“Dear creative mind”) and clear calls to action, guiding prospects from interest to enrollment with stage-aligned messaging.
Segmented emails consistently outperform generic blasts, leading to stronger engagement, greater relevance, and improved results across the board. Marketers find that tailoring messages to specific audience groups makes campaigns more effective and impactful. The bottom line? When you embrace the diversity of your audience and tailor your messaging accordingly, they’ll reward you with higher engagement.
Let’s say you have a student interested in your Executive MBA. They’ve clicked on emails but haven’t registered for an event. You wouldn’t send them the same message as a high school student in Colombia interested in ESL.
Personalization
Now add personalization on top. If segmentation is about who you’re writing to, personalization is about what and how you communicate to each person. Today’s prospective students expect a personalized touch, and they respond when they get it.
Here’s why: Research shows that emails with personalized content have a 29% higher open rate and a 41% higher click-through rate than non-personalized emails. Simply put, personalization grabs attention. It signals to the student that “this is about you,” cutting through the clutter of impersonal mass communications.
Personalization can be as simple as using the student’s first name in the greeting or subject line – emails with a personalized subject are 29% more likely to be opened, according to Experian. But it goes much deeper than that. Effective enrollment emails often incorporate personal details like the student’s intended major, specific interests, or past interactions.
Let’s Look At Two Examples:
If a prospect has shown interest in your business program, your follow-up emails should reflect that. Highlight business-specific content such as alumni success stories, internship opportunities, and upcoming events related to the program. This reinforces relevance and keeps the student engaged with information they care about.
If a student clicks on a link about financial aid, your next email could focus on scholarships, bursaries, or affordability tips. This kind of targeted follow-up shows that you’re paying attention to their concerns. And students notice this effort.
An EAB survey in 2024 found that 93% of students said receiving a personalized message from a college would encourage them to explore that school further.
That’s an overwhelming majority who are more likely to engage simply because your email spoke directly to their interests or concerns. 71% of students expect personalized interactions from brands (including universities), and 76% get frustrated when they don’t get them. The message is clear: personalization isn’t just a nice touch; it’s expected.
Example: This email from London Business School (LBS), addressed personally to the recipient (“Conor, come and meet some of the people that make LBS unique”), exemplifies effective personalization (using the student’s name and regional relevance) and event-based drip sequencing, reinforcing LBS’s presence and availability as the student prepares to make a decision.
So, how can you infuse personalization into your campaigns? Here are a few proven tactics (think of these as the “little things” that yield big results):
Use dynamic fields: Most email platforms allow you to insert the recipient’s name or other attributes automatically. A subject like “John, here’s info on the Computer Science program you liked” is far more engaging than a generic “Learn about our programs.”
Tailor content to personas: If you’ve segmented by persona or interest, craft the email copy and images to match each segment. A student athlete might get an email highlighting campus sports facilities and team success, whereas a fine arts prospect might see content about your art studios or student exhibits.
Leverage behavioural data: Personalization can also be triggered by what a student does. For instance, “We noticed you started an application – here are the next steps,” or “Thanks for downloading our Nursing Program guide – would you like to attend a nursing info session?” These timely, relevant messages show that you’re paying attention and ready to help.
In a nutshell, how do you develop a marketing strategy for a university? Start by defining clear goals (e.g., increase applications or improve yield), identify target audiences using personas, choose the right channels (email, social, SEO), create tailored content for each stage of the student journey, and measure results regularly to optimize performance.
Align With the Student Journey
A student’s path from curiosity to commitment isn’t linear. Your email marketing strategy shouldn’t be either.
Awareness
This is your digital handshake. Send welcome emails that reflect your institution’s voice: professional, warm, and resourceful. Keep it brief and include CTAs to helpful blog posts, reports, or program videos. The goal here? Spark interest and build trust.
Example: Algonquin College initiated a welcome email campaign targeting newly inquiring students, aimed at supporting the awareness stage of the enrollment funnel. This automated email is sent immediately after a student checks out a program or completes an inquiry form, making it a textbook example of an early-stage drip campaign designed to keep the college top-of-mind and help prospects begin their research journey.
Now that they’re paying attention, it’s time to educate. Share program benefits, tuition details, and testimonials. Even better, offer personalized interaction, like a Q&A session with advisors. Emails at this stage become your student’s research partner.
Example: Miami Ad School implemented a direct and informative follow-up email targeting prospective students who had expressed prior interest in one of its portfolio programs. The message used light personalization and concise formatting to clearly lay out the next steps for engagement. This email served as an early-stage consideration touchpoint designed to convert inquiry-stage leads into applicants.
Here’s where the magic happens, or it doesn’t. Use emails to overcome last-minute doubts, emphasize application deadlines, and make it ridiculously easy to act. Offer a call with an advisor. Include direct application links. This is where you close the loop.
Enrollment
Don’t stop now. Once students say “yes,” keep the momentum going. Celebrate with a warm welcome, then guide them through the next steps: registration links, orientation videos, and community invites. Make them feel like part of something exciting.
The Anatomy of a Winning Email
So what does a high-converting email actually look like?
1. Craft Irresistible Subject Lines
Include first names or program names
Add urgency (“Last Chance!”) or exclusivity (“Just for You”)
Steer clear of spammy ALL CAPS and excessive punctuation
Example: [Alex], Your Journey to an International Career Starts Here
Mobile-first design is a must; 55% of emails are opened on phones
Responsive layouts = higher clicks and happier readers
Stay Out of Spam and In Their Good Books
Even the best content won’t help if it lands in the junk folder. Avoid spam triggers (like “FREE!!!”). Keep your database clean, and follow laws like CAN-SPAM (US), CASL (Canada), and PECR (UK). And yes, always include that unsubscribe link; it builds trust.
Fun fact: The average inbox placement rate is 83%, so there’s room to optimize.
Build Relationships With Drip Campaigns
Think of a drip campaign as a well-timed sequence of nudges. It starts with a thank-you or auto-response after form submission.
Then, over days or weeks, you send emails that deepen interest, event invites, alumni success stories, or a reminder to complete an application. Every email has a purpose. Every message moves the needle.
Track What Really Matters
If you’re only looking at open rates, you’re missing the bigger picture.
Here’s a smarter approach:
Use open rates to gauge subject line effectiveness (aim for 46–50%)
Analyze click-through rates to measure engagement, event invites can hit 15–25%
Most importantly, track conversion rates: Are students applying, booking meetings, or showing up?
The data doesn’t lie. HEM’s insights show that most student bookings happen only after a lead is nurtured, sometimes weeks after their first touchpoint.
Final Thoughts: Your Enrollment Power Tool
We’ve covered a lot of ground, and you might be thinking, “How do I implement all of this?” The key is to view these strategies not as isolated tactics, but as complementary pieces of a holistic email marketing plan.
Segmentation gives you the framework (who gets what), personalization adds the special sauce (making content relevant to each individual), drip campaigns provide the delivery engine (timing and automation), mobile optimization ensures your efforts actually get seen on students’ preferred devices, and enrollment-stage alignment keeps your messaging strategy coherent from start to finish.
Each strategy is powerful on its own, but together they truly transform your email marketing from a simple broadcast tool into an engaging, research-backed recruitment machine.
You’ll be speaking to the right student with the right message at the right time – and that’s a recipe for higher open rates, click-throughs, and conversion to applications and enrollments. Just ask the institutions we discussed: they’ve seen application surges, increased yield, and record enrollments by putting these principles into practice.
To recap, how can colleges increase enrollment? Colleges can boost enrollment by improving lead nurturing (e.g., drip email campaigns), enhancing website conversion, offering personalized communication, streamlining the application process, and using data to better target and engage prospective students.
Done right, email isn’t just part of your marketing mix. It’s the glue that holds your enrollment strategy together.
Our targeted email marketing services can help you attract and enroll more students.
Discover how we can enhance your recruitment strategy today!
Frequently Asked Questions
Question: What is educational marketing?
Answer: Educational marketing refers to the strategies and tactics used by schools, colleges, and universities to attract, engage, and enroll students. It includes campaigns across digital channels like email, social media, SEO, and paid ads to promote programs and build institutional brand awareness.
Question: How do you develop a marketing strategy for a university?
Answer: Start by defining clear goals (e.g., increase applications or improve yield), identify target audiences using personas, choose the right channels (email, social, SEO), create tailored content for each stage of the student journey, and measure results regularly to optimize performance.
Question: How can colleges increase enrollment?
Answer: Colleges can boost enrollment by improving lead nurturing (e.g., drip email campaigns), enhancing website conversion, offering personalized communication, streamlining the application process, and using data to better target and engage prospective students.
The internet has dramatically transformed and so has university website marketing. From basic online brochures relying on a “build it and they will come” approach, websites evolved into dynamic, interactive platforms driven by search engine optimization (SEO) and mobile optimization. Now, website marketing blends AI-driven insights with omnichannel experiences, as prospective students expect seamless, personalized interactions that clearly articulate an institution’s value.
With Google’s widespread release of AI-powered search to all users, your brand and reputation are more critical than ever. The internet’s collective opinion of your institution, interpreted by AI, now directly influences search results. Strong, positive brand reputations inherently signal authority and trustworthiness to AI, increasing visibility and recommendations.
This moment opens new doors for higher ed digital marketing. A website that simply exists today is a missed opportunity. If it doesn’t connect with the Modern Learner or clearly articulate your institution’s unique value, you’re not just losing their interest; you’re losing enrollments and damaging your reputation. For today’s Modern Learner, who expects seamless digital experiences and values authenticity and flexibility, your website is their first impression of your brand and reputation.
To transform your website into a reputation-building, revenue-generating asset, you need a holistic website marketing strategy that positions your EDU website as a strategic asset that continuously adapts to learner needs, builds authentic connections and signals authority to AI. Explore 10 essential website strategies to that will ensure your institution is found and chosen by the Modern Learner.
1. Optimize Content to Feed AI Robots
The Modern Learner’s journey now begins with AI. To stand out, your website needs to engage prospective students and be optimized for how AI tools find and present information. At EducationDynamics, we’ve anticipated the rise of AI in search and adapted our website marketing strategies to help institutions stay ahead and continue to outrank the competition.
To optimize content for both audiences, structure it clearly with descriptive headings, concise copy and consistent formatting so AI can accurately surface your programs. Highlight outcomes like career paths, program value and student success to connect your offerings to what students truly want.
Use natural, straightforward language that’s easy for humans and AI to interpret. Prioritize content types that AI favors, such as FAQs, career guides and student stories, to build trust and boost discoverability.
Your website is a pivotal opportunity to tell a compelling story that highlights your institution’s core values and unique strengths. That way, when students ask the search engines questions about the right institution for them, your website is positioned to be a top answer.
2. Ensure Your Website Provides a Seamless User Experience (UX) and Prioritizes Accessibility
Modern Learners expect fast, intuitive and accessible digital experiences. From the moment a prospective student lands on your site, navigation should feel natural. Clear headers, streamlined menus and a consistent experience across all devices ensure visitors can easily find the information they need without frustration.
First impressions matter, and your website’s speed and mobile responsiveness are non-negotiables. Slow load times or clunky mobile layouts can lose students before they even reach your message. A user-centric website builds trust and reflects your institution’s commitment to meeting students where they are.
Accessibility isn’t an add on—it must be built into your website’s infrastructure. Inclusive design ensures every user, regardless of ability, can engage with your content.
At EducationDynamics, we consistently stay ahead by adopting UX and CRO technologies early, allowing our team to rapidly launch A/B tests and uncover what truly resonates with students. Through continuous optimization and real-time insights, we help institutions create user experiences that reflect their brand, support enrollment goals and keep prospective students moving forward.
3. Optimize for Modern Search (SEO & GEO)
The Modern Learner demands more. As search evolves with AI, your institution’s digital visibility isn’t just important—it’s paramount. Traditional SEO, while foundational, falls short in today’s evolving search ecosystem where the rules of digital visibility are being rewritten.
With the widespread release of AI-powered search, prospective students are discovering their educational options without clicking on an actual link. As a result, institutions must embrace Generative Engine Optimization (GEO). GEO isn’t just about keywords; it’s about optimizing for how AI interprets, ranks and amplifies your institution’s content. A GEO-first strategy demands prioritizing well-structured content, rich media and authentic first-person perspectives from your students and faculty to command visibility in this new, AI-driven search reality.
EducationDynamics doesn’t just adapt to these shifts; we innovate by anticipating emerging trends, leveraging cutting-edge technology and leveraging data-driven insights. Our research-driven approach to SEO for higher education and GEO is continuously evolving, placing your institution at the forefront of how Modern Learners discover and engage. We ensure your visibility, credibility and competitive edge are undeniable, whether through traditional search or the power of AI.
4. Amplify Your Brand Voice Across All Digital Touchpoints
In a crowded digital landscape, fragmented messaging is a liability. For the Modern Learner, a unified brand voice across every digital touchpoint isn’t just a best practice; it’s the foundation of trust and the catalyst for lasting connection. When prospective students move between your website, social media, emails and ads, they should encounter consistent messaging that reaffirms your brand identity. Anything else risks confusion. Consistency, on the older hand, builds clarity and drives connection.
That alignment must be grounded in a strong brand narrative that communicates your institution’s values, mission and what sets you apart. In a market where students are inundated by options, your ability to clearly communicate your institution’s unique offerings is critical and helps students quickly understand why your institution is the right choice.
Real stories from students and alumni bring that narrative to life. These experiences do more than inspire; they create emotional ties that help prospective students see themselves in your community.
A clear, consistent brand voice, supported by a strong website content strategy, is more than a marketing asset. It is a strategic imperative, turning interest into action that builds lasting loyalty from enrollment to graduation and beyond.
5. Personalize the Digital Experience for Each Prospective Student
Personalization is no longer optional. It is essential for driving engagement, building trust and supporting students through the enrollment process.
By leveraging personalized content marketing, institutions can create a one-to-one experience that feels relevant and responsive. Customized email campaigns, dynamic landing pages and virtual campus tours foster connections with students. These experiences demonstrate your institution’s understanding of Modern Learners and help each individual develop a meaningful connection.
Personalization works best when guided by data. By monitoring behavioral cues such as pages viewed, time spent and programs researched, institutions can tailor content and messaging to align with each student’s needs. This enhances the user experience and makes students feel understood.
This is more than optimization. It’s relationship-building. Strategic personalization transforms passive interest into meaningful engagement and builds confidence in your institution’s ability to support each student’s journey.
Modern Learners don’t respond to static messages. They engage in dynamic conversations. Through data-driven personalization, institutions can build digital experiences that feel tailored and conversational, moving students from curiosity to commitment faster and with greater trust.
6. Build Your Advocate Community
he most powerful testimonials come from those who live your brand. By cultivating a vibrant advocate community, your institution doesn’t just enhance its reputation; it ignites a powerful, authentic narrative that deeply connects with prospective students, solidifying their confidence and accelerating their enrollment decision.
Student testimonials and reviews are among the most effective tools for building trust and credibility on your website. Authentic stories bring your brand to life, helping prospective students envision themselves thriving at your institution. Featuring a diverse range of testimonials across various website pages ensures these voices resonate with a wide audience and reflect the true student experience.
Provide opportunities for students and alumni to share their stories, then amplify their voices across your website and broader digital presence. This cohesive approach weaves authentic advocacy into all touchpoints, enhancing emotional connection and making your institution more relatable.
By rooting your brand in real experiences, you strengthen reputation and build lasting relationships. Authentic connection sets your institution apart and drives enrollment in a competitive market.
7. Facilitate Communication and Engagement
In today’s fast-moving digital world, access matters. Offering multiple communication channels on your website such as forms, live chat, text messaging, email and phone ensures prospective students can easily reach out in the way that suits them best. Making information and enrollment support readily accessible improves the overall student experience and fosters a sense of control during the decision-making process.
Incorporating AI-powered chatbots can further enhance engagement by providing instant answers and personalized guidance 24/7. These tools handle routine questions efficiently, allowing your team to focus on high-impact interactions that require a human touch.
When institutions prioritize fast, flexible communication across digital, they do more than offer convenience. They build trust, open the door to deeper engagement and provide the seamless support that moves students closer to enrollment.
8. Use Data and Analytics for Continuous Improvement
Website optimization isn’t a one-time task; it is a continuous process driven by data. Institutions should regularly track key metrics such as page engagement, bounce rates, conversions and time spent on site to understand how visitors interact with their content. Tools like heatmaps and A/B testing provide valuable insights into user behavior and help identify what elements resonate and where improvements are needed.
By leveraging data-driven insights from user search patterns, click paths and drop-off points, institutions can make informed decisions to enhance user engagement and increase conversion rates. Testing different headlines, layouts and calls to action allows for experimentation that drives measurable results. In addition, effective website management requires a robust Content Management System and a clear governance policy to ensure ongoing maintenance and optimization.
As leading market research experts in higher education, EducationDynamics knows what it takes to transform data into action. Our team’s relentless focus on analytics and optimization isn’t just about attracting students; it’s about continuously refining a digital experience that fortifies your institution’s reputation. We empower you to harness insights, ensuring your website is a dynamic asset that converts curiosity into committed enrollment and lasting brand loyalty.
9. Showcase Real Outcomes with Career-Focused Tools and Resources
Today’s students are looking for more than a degree. They want a clear path to a successful future. Your website must deliver on this expectation by showcasing tangible outcomes that prove your institution’s value. Highlighting real-world results is one of the most powerful ways to build credibility and elevate your brand.
Integrate features that demonstrate the long-term impact of your programs. Job placement stats and alumni success stories reinforce your institution’s influence and give students confidence in their future. Spotlight employer partnerships and accessible career services to position your school as career-connected and student-focused. Interactive tools like salary calculators, career pathway infographics and program-matching quizzes deepen engagement and help students make informed decisions.
By clearly communicating return on investment through your website, you do more than just inform prospective students — you build trust, strengthen your institution’s reputation and guide students closer to enrollment. This isn’t merely sharing information, it’s about demonstrating that your institution delivers on its promises. When you connect outcomes to the student experience, you create the kind of meaningful, value-driven journey that today’s Modern Learners actively seek.
10. Develop a Robust Content Hub That Positions Your Institution as a Thought Leader
In today’s competitive higher education environment, institutions must take every opportunity to showcase their unique brand proposition. Your website is a mission-critical touchpoint with power to either build or break institutional reputation. When used strategically, it becomes more than a source of information. Rather, it can be a content hub that reflects your institution’s unique offerings, while building trust and elevating your brand.
By highlighting content such as faculty research, student initiatives, alumni achievements and blogs on timely topics, your institution can build relevance and authority. Your website content strategy should ensure your website becomes a living representation of your institution’s values and vision. This makes your website a living representation of the institution’s values and vision, creating an integral link to your audience and ultimately leading to stronger brand credibility, increased organic engagement and a lasting reputation as a thought leader in higher education.
The Moment is Now: Elevating Reputation in the AI Era
Your website is more than a digital touchpoint; it is the heartbeat of your brand and foundation of your institution’s future. In an AI-driven world, standing still means falling behind.
At EducationDynamics, we’re here to help you navigate these changes with confidence. Transforming lives through higher education is at the core of our mission, and that means anticipating trends, understanding shifts and equipping our partners to thrive.
This is not merely an opportunity to adapt; it is an imperative to lead. Now is the decisive moment to fundamentally reimagine your website’s strategic role in driving unparalleled visibility, sustainable growth, and a strong reputation. Join John Weaver and Karina Kogan for “The New Rules of Website Marketing,” a live virtual masterclass that will show you how to turn your website into a high-impact tool for success in an AI-driven world. Secure your institution’s future advantage by reserving your spot today.
Why College Student Personas Are Critical for Enrollment Marketing Success
Every message has an audience. Even this article was written with you in mind: someone navigating the complexities of higher ed marketing and looking for a smarter way to connect with students.
In the competitive world of college and university marketing, developing comprehensive college student personas is essential. A well-crafted persona helps you move beyond generic outreach and into the realm of meaningful engagement, putting you in the shoes of your prospective students to tell the story of:
Where they’ve been
Where they’re headed
How your program can help them get there
A story-driven, persona-based approach allows you to lower acquisition costs, boost student engagement, and reinforce your institution’s mission. But more importantly, it helps students feel seen. When students feel welcomed and understood, real connection happens.
That’s when a prospect takes a first step toward becoming a future graduate.
What Are Student Personas?
College student personas are fictional, research-based profiles that represent key segments of your institution’s prospective audience.
A persona can help you understand an audience group’s motivations, goals, challenges, backgrounds, and even decision-making behaviors. Rather than marketing to a broad, faceless group, personas allow you to tailor your messaging to be more relevant and compelling.
A well-detailed student persona might include details such as:
Age range
Academic interests
Career goals
Financial concerns
Preferred communication channels
Ideally, each persona will be grounded in data from multiple sources including surveys, interviews, feedback from admissions, and digital marketing analytics, if available.
How Personas Enhance the Student Journey
Student personas are a critical jumping-off point for marketing and enrollment efforts in higher education. Persona identification should occur early in the brand development process to ensure that the brand, messaging, and story align with each audience — whether it is career changers, veterans pursuing education in civilian life, or working nurses looking to advance in their careers.
A persona-driven approach focuses on a multifaceted view of your college or university’s core audiences, primarily consisting of their demographics, psychographics, and behavioral attributes.
While developing multiple custom personas for all your degree programs may seem daunting and can be time consuming, the effort will pay off in the long run in terms of enrollment and student success.
Aligning all key stakeholders involved in developing and deploying the story and identity of a brand around key student personas is also critical to creating a more cohesive and clear experience for students throughout their journey. These personas should inform and influence all teams and stakeholders in their strategies — from paid media ads and targeting, to blog content, to website copy and landing pages, to nurture campaigns.
No matter where students are in their educational journey, having a seamless experience across all channels and touchpoints is more important than ever before.
Utilizing various forms of primary and secondary research in the form of interviews, focus groups, market research, historical student data, and more, we at Archer Education are able to craft a deeper and more comprehensive understanding of what prospective students care about and how to most effectively reach and engage with them.
Steps to Create College Student Personas
Creating college student personas starts with research. Whether your enrollment marketing team does the research itself or relies on secondary sources (we suggest using a combination of both) the information-gathering process for developing student personas is essentially the same. Enrollment marketers will want to begin by gathering a lot of information from a wide range of sources.
1. Conduct Discovery Interviews
Interviews with key institutional stakeholders including program directors, enrollment and admissions teams, faculty, alumni, and current students are an important source of information for understanding student aspirations and goals, challenges and pain points, and even lifestyle circumstances.
We recommend speaking with as many stakeholders as possible to gather diverse insights and perspectives through one-on-one discussions, group interviews, and focus groups to inform robust college student personas. The interviewer’s goals are to:
Learn who students are by gathering demographic and psychographic data. Psychographics focuses on understanding students’ values, goals, interests, and emotions to gain a complete and accurate picture of them as individuals.
Discover why students want to enroll in a particular program.
Explore why they’re attracted to a particular institution.
Learn what challenges or pain points they face.
Find out what they want to accomplish after graduation.
Stories and examples gathered during interviews with current students and alumni about how your program helped them achieve their educational or career goals are especially effective for connecting with prospective students.
2. Mine Historical Student Data
Existing student demographic data (if available) including age, gender, prior education (degree type and level), and job title can help provide very tangible and relevant information for student personas. Institutions that consistently track and report data have an advantage, while brand-new programs that lack historical data may need to lean more heavily on other sources.
Student or alumni reports or survey results, if available, can provide great supplemental information for getting to know prospective, current, and former students better.
3. Conduct Market Research
Many students today, and nontraditional adult learners in particular, are hyperfocused on outcomes and looking for a return on investment in their chosen degree program. Marketing tools and resources enrollment marketers can use to make their program’s case to prospective students include:
Government data on job growth and salaries from the U.S. Bureau of Labor Statistics
Insights from sources such as Lightcast, an aggregator of economic, labor market, demographic, education, profile, and job posting data
Industry-specific articles that highlight opportunities and motivate students to enroll
4. Leverage Audience Intelligence Tools
The ability to gather insights into audiences through social listening and other data sources — known as audience intelligence — is gaining traction with marketers as tools become more advanced. At Archer, one tool that our team uses is Sparktoro, an audience research tool that crawls millions of social profiles and web pages to learn what (and who) your audience reads, listens to, watches, follows, shares, and talks about online. This is a helpful supplemental tool that can help provide a clearer picture of your audiences across various data points and attributes.
If you’re not in a position to pay for audience intelligence tools, some free tools are available, such as CareerOneStop, which is sponsored by the U.S. Department of Labor. This tool is more limited to demographic information, but it can be helpful for learning more about certain industries or occupations that relate to a given student persona.
Facebook Audience Insights is another free tool that we have leveraged in the past to gain a better understanding of users connected to our partners’ pages, as well as to learn about the interests and affinities of a given audience. The tool has become more limited as Facebook has tightened up its access to users’ data and profile attributes, but it still may be worth checking out — especially if Facebook is one of your primary marketing channels.
5. Synthesize Research and Outline Personas
When discovery interviews are complete and market, audience, and other research has been gathered, it’s time to begin synthesizing what you’ve found and outlining your data-informed personas.
Depending on the scope of your project and goals, the structure and template you decide to use for college student personas may look quite different. Personas developed for the entire graduate school of an institution, for example, will probably look very different from personas created for one specific program.
Regardless of the scope and subsequent approach, you should ensure that you’ve covered your bases across the spectrum of core audiences while trying to make each as distinct as possible from one another — either in terms of shared interests and goals, or in terms of demographic factors such as incoming occupation (such as being a working nurse) or lifestyle circumstances (such as being a stay-at-home parent returning to school).
Once you’ve identified the distinct student personas you want to focus on, it’s time to build them out in greater detail. The more in-depth information you’ve gathered, the easier it will be to create distinct, detailed personas that are applicable. When creating personas, make sure to honor your institution’s commitment to diversity, equity, and inclusion by representing students of different races, ethnicities, gender identities, and abilities. Don’t let your personas reinforce stereotypes.
There are many different templates and approaches you can use to develop personas — and there is no “right” way. Again, it really depends on your specific goals and how you can make the personas as applicable and actionable as possible.
At Archer, our teams find that including areas such as skills, interests, incoming occupations, age, education, media usage, and more are important. Also, we highly recommend including a “story” section (as in the examples below) to humanize your fictional student and create a clearer picture of who this persona is and what they care about.
College Student Persona Examples
When we are tasked with creating personas across multiple programs and verticals, we like to create a persona architecture with overarching personas and subpersonas so we can plug them in across various programs, depending on our partner’s needs and goals. This gives our enrollment marketing teams options to target student personas on a broader or more granular level, depending on what makes the most sense for the program.
The persona examples for students below feature overarching personas for a mix of tech/coding bootcamp programs with detailed subpersonas for each target beneath.
Technology is a broad field with opportunities for individuals who come in with a diverse mix of experience, education, interests, and skills. Developing a broader overarching persona (with subpersonas underneath) can help provide a high-level snapshot into a broader group of individuals who still share important commonalities. You can include things such as an overview and some of the top motivations that are most relevant to that audience, in addition to other elements that help showcase who this audience is and what they care about.
Then drill down using the data and stories you’ve collected in your research to animate your multiple subpersonas. Below is a subpersona we created for a partner’s tech bootcamp degree program.
The next example below is a program-specific persona created for a single degree program. Programmatic personas typically include more in-depth and detailed information than personas designed to encompass more than one program. Notice the inclusion of sample job titles and skills.
Developing student personas will not only help your institution attract the right students, it will help your marketing teams, enrollment specialists, and administrators identify and better understand your students’ needs and goals — a win-win for educators and students alike.
Creating Student Personas to Drive Enrollment
Persona-based marketing is a tried-and-true tool for customer acquisition, and higher education is no exception. When exploring colleges or degree programs, students want to know which one will be a good fit for them. Recognizing themselves in your marketing materials can make the difference between their moving forward in the enrollment funnel and moving on to a competitor.
At Archer Education, we partner with dozens of institutions to craft story-driven, persona-based approaches to student acquisition. Request more information and see what Archer can do to help you connect with and enroll the right students.
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