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.
Innovation Starts Here
Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.
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.
The higher education enrollment landscape is undergoing a significant transformation, driven by shifting demographics, technological advancements, and economic uncertainty. To remain relevant and competitive, colleges and universities must adapt to these changes and develop strategies to succeed in a challenging environment. But before you can adapt, one must first look at some of the major innovations that have disrupted how consumers engage with brands.
Are you engaging students the way they engage with other brands?
Short form video content: Platforms like TikTok, Instagram Reels, and YouTube Shorts have dominated, offering snackable content that informs, entertains, and inspires within seconds. Influencers (see #5) use this medium to tell stories, drive trends, and engage consumers on behalf of sponsored brands. Students use the medium to assess campus life and inform college choices.
Voice and visual search optimization: The rise of “smart assistants”and digital assistants have changed the way we engage with brands, discover products, and complete research, transactions, and more. A good digital assistant is becoming as essential as a solid logo design in marketing.
AI personalization: Artificial intelligence has revolutionized marketing by enabling hyper-personalized experiences, analyzing real-time data, and predicting consumer behavior to deliver tailored content. For cash strapped institutions, it has the added benefit of allowing you to zero in on your highest potential return prospects and curate content.
Augmented reality (AR) experiences: AR is transforming how consumers shop, learn, and engage with brands, creating immersive experiences that drive both engagement and sales. George Mason University developed a successful AR campus tour for transfer students, and I expect to see prospective students and their families wandering campus with branded AR glasses on campuses everywhere before long.
Influencer marketing: The focus has shifted from big-name endorsements to micro- and nano-influencers, offering niche expertise and deeper connections with audiences. Universities are leveraging student influencers on campus for enrollment and advancement opportunities.
Data privacy regulations and ethical marketing trends: With increasing concerns about data breaches, consumers demand transparency and ethical practices in data handling and marketing. Layer an ever changing and tightening regulatory environment and you will need solid governance and procedural guidance to ensure compliance without limiting effectiveness.
Omnichannel integration: Marketers now focus on providing a seamless experience across all touchpoints, ensuring brand consistency and cohesive customer interactions. The same experience is paramount during the college search process to stand out, stay top of mind, and draw students to your engaging (AR powered?) on campus events.
5 keys to optimizing your college marketing strategy to address these changes
That is the how, but what about the what. A great tech stack is one thing, but the meat of your strategy and message must center around what is central to your mission, your goals, and your prospective student audience.
1. Gear your strategy to your prospective students
As the student population becomes increasingly diverse, institutions must develop targeted recruitment and communication strategies to engage with underrepresented groups, including Hispanic, African American, and first-generation students. According to RNL’s most recent study of undergraduate marketing and recruitment practices, 51% of four-year private, 42% of two-year public, and 37% of four-year public institutions have specific strategies for recruiting Hispanic students. The vast majority of institutions also do not have materials and communications available in Spanish. Depending on your locality, these populations may be your best bet for stable growth, but without a specific marketing strategy, you will miss the opportunity.
2. Assess the suite of marketing tools, vehicles and assets at your fingertips
How cohesive, consistent and connected are they? Students use a variety of resources to learn about colleges and universities, from websites and social media to videos and printed brochures. Institutions must adopt a balanced, omnichannel approach to marketing, leveraging multiple channels to reach students at various stages of their decision-making process.
3. Plug the leak
As the demographic cliff approaches, institutions must prioritize student success and retention strategies. A recent study found that public colleges and universities use market research and print/electronic campaigns to impact student yield and summer melt, but there is room for improvement in collecting data to inform retention policies. (Our report on retention practices provides very helpful benchmarks and ideas for student success strategies.)
To succeed in a rapidly changing environment, institutions must be willing to adapt and innovate. This includes investing in technology, such as AI-powered enrollment management systems, and exploring new revenue streams, such as online and graduate programs.
College marketing is evolving at an unprecedented pace. How can you keep up?
To remain competitive, colleges and universities must embrace strategies that prioritize personalization, authenticity, and innovation. From leveraging short-form video content and AI-powered tools to integrating augmented reality experiences and omnichannel approaches, institutions have a wealth of opportunities to connect with prospective students in meaningful ways.
However, success will require more than technology; it demands a deep understanding of the diverse needs and aspirations of the modern student population. By aligning marketing efforts with institutional goals, fostering inclusivity, and enhancing the overall student experience, higher education institutions can not only navigate these changes but thrive in a rapidly shifting environment. Now is the time to adapt, innovate, and future-proof strategies to ensure sustainable growth and relevance in the years ahead. Reach out and we can connect on your marketing strategies. We will find a time to talk about your opportunities to make sure your marketing efforts resonate with students and reach them in the channels they use.
Talk with our marketing and recruitment experts
RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges. Reach out today for a complimentary consultation to discuss:
Your students are already running to AI for answers. The only question is — what’s it saying about your institution? More importantly, are you in the conversation or being left out? If you’re not actively shaping how your school shows up in AI-driven search and decision-making platforms, you’re not just invisible — you’re irrelevant.
Digital Darwinism in Higher Ed: Adapt Your Marketing for AI — or Get Left Behind Date: May 29, 2025 Time: 2:00 p.m. ET / 1:00 p.m. CT
In this webinar, Collegis Education’s Ashley Nicklay, Sr. Director of Marketing, and Jessica Summers, Director of Web Strategy, will unpack what “AI-ready” really means for higher ed marketing and enrollment leaders.We’ll explore how generative AI influences the student journey from search to selection, why most websites and content strategies are falling short, and what forward-thinking institutions are doing to lead the algorithm, rather than get buried by it.
This isn’t just about better SEO or smarter ads. It’s about understanding how AI evaluates your institution — and making sure you’re feeding it the right data, signals, and story to stay in the game.
What You’ll Learn
How AI impacts the early stages of the enrollment journey: Understand how tools like ChatGPT and Google’s AI Overviews influence what students see when exploring colleges.
Why AI prompt bias is real — and how to beat it: Learn how content, structured data and reputation shape AI responses.
What AI actually sees when it looks at your website (and what it may miss): Explore how site structure, clarity and technical markup shape what AI-based tools can find and summarize – and what they may overlook.
What it really means to have an AI-optimized website: We’ll show you our checklist of what your .edu needs to show up in AI-generated answers.
How to future-proof your marketing model in an AI-driven search landscape: Assess your current channels and content strategy for resilience as search becomes more conversational and less click-based.
Future-Ready Starts Here: Secure Your Spot
The institutions that will thrive tomorrow are learning how to market to machines today.Reserve your seat and find out what it takes to survive the AI era of higher ed marketing.
Complete the form on the right to reserve your spot.
Student retention remains one of the biggest challenges in higher education, with dropout rates continuing to concern institutions worldwide. For colleges and universities today, student retention in higher education has evolved into something far more holistic than it once was.
Recent data underscore the scope of the problem: roughly one in four undergraduates will leave college without completing a degree. For example, data from the Australian Department of Education shows that nearly 25% of higher education students who began in 2017 had not completed their programs by 2022. The United States reports a comparable figure, with NCES data showing first-year retention rates for full-time undergraduates averaging around 75% to 78%, indicating an attrition rate of approximately 22–25%.
Our targeted email marketing services can help you attract and enroll more students.
Discover how we can enhance your recruitment strategy today!
Behind these statistics are myriad reasons. Financial pressures, mental health struggles, and a lingering sense of disconnection (exacerbated by post-pandemic-era remote learning) are among the top factors driving students to leave.
This early departure is not just a personal setback for students (many of whom incur debt without obtaining a credential) but also a serious concern for universities. Every student lost represents a missed opportunity to fulfill someone’s potential and a significant cost to the institution in lost tuition and wasted recruitment efforts. It’s no surprise, then, that in 2024/25 the conversation around student success has zeroed in on retention, keeping those first-year students engaged to graduation.
Amid these challenges, colleges and universities are exploring new ways to support students beyond the classroom. Interestingly, one of the most powerful tools is quite ordinary: email. While often associated with marketing departments or alumni fundraising, email communication has proven to be an unsung hero in student retention strategies. Done right, regular digital touchpoints – from welcome emails and deadline reminders to check-ins and newsletters – can nurture a sense of belonging and keep students from “falling through the cracks.” This blog post explains how.
What Is the Meaning of Student Retention?
Student retention refers to an institution’s ability to keep students enrolled continuously, usually from one academic term to the next, until they complete their program. Retention in higher education means the same as student retention, but in the context of colleges and universities. It typically refers to the percentage of students who return each year and progress toward graduation. It’s often measured as the inverse of dropout or attrition rates and serves as a key indicator of institutional effectiveness and student satisfaction.
But while the metric is important, it doesn’t tell the whole story. Retention intersects with numerous aspects of the student experience, including:
Academic preparedness and performance
Emotional and mental well-being
Financial stability and support
Social integration and sense of belonging
Clarity around future goals and career pathways
In short, high retention signals that a school is providing the tools and environment students need to thrive. Low retention often suggests systemic gaps that need attention, whether in support services, communication, or curricular alignment.
When schools understand the deeper “why” behind retention patterns, they can begin building strategies to support students in more intentional and effective ways.
Why Do Some Students Stay and Others Leave?
Understanding college student retention means examining both barriers and motivators that influence whether a student chooses to continue or withdraw. Here are some of the most common reasons students make that decision:
1. Academic Challenges
A student who feels unprepared for their coursework or overwhelmed by expectations may quickly disengage. This can be especially true for first-generation students or those entering a competitive academic environment without sufficient support.
What helps: Proactive emails that demystify academic expectations, offer success tips, and highlight tutoring resources early in the term can make a real difference.
Example:At the vocational education level, Oconee Fall Line Technical College (OFTC) in Georgia provides a good example of communication-driven retention support. OFTC employs dedicated Retention Specialists who monitor student progress and intervene when issues arise.
Using an internal early-alert system, the college flags at-risk students (such as those with irregular attendance or missing assignments) and initiates proactive outreach. Retention staff then reach out to students, often via college email or phone, to check in and connect them with help. This includes emailing a student about available tutoring when they struggle academically, or discussing solutions if a student is considering withdrawal.
2. Lack of Community or Belonging
The feeling of being “invisible” on campus can be just as impactful as academic performance. Students who don’t feel they belong are significantly more likely to leave, particularly during their first year.
What helps: Targeted emails that invite students to join clubs, attend welcome events, or connect with peers can foster a stronger sense of connection.
Example:AAPS circulates an official newsletter to share recent happenings in the pharmaceutical field and celebrate student achievements. Students consent to having their names and photos featured in these newsletters. This practice personalizes communications and recognizes student accomplishments. This targeted content helps build a sense of community and keeps current students motivated to persist in their programs.
Source: AAPS
3. Financial Stress
Tuition fees, housing costs, and daily expenses can make the college experience financially unsustainable for many students. Some may not even know what aid or resources are available.
What helps: Email reminders about scholarships, payment plans, emergency aid, or financial counseling empower students to seek help before small issues become major obstacles.
Example: In London, City, University of London runs City Cares, a dedicated support programme for vulnerable student groups – including those estranged from family, or young adult caregivers. A key element of City Cares is consistent personal communication: staff send regular check-in emails and updates to these students to see how they are doing and offer help.
Students in the program have a designated staff contact whom they can reach by email or phone for one-to-one support. City Cares also provides practical resources like bursaries, housing assistance, and priority access to opportunities, all communicated through targeted outreach.
4. Unclear Career Direction
Students who lose sight of how their studies connect to real-world opportunities often lose motivation. Without a sense of purpose, continuing can feel pointless.
What helps: Emails that highlight internship opportunities, alumni career paths, and academic-to-career connections help students stay focused and inspired.
5. Personal and Mental Health Struggles
From stress and anxiety to family emergencies or health issues, life challenges can derail even the most motivated students.
What helps: Compassionate, well-timed emails from student services that highlight wellness resources, counseling services, and peer support groups remind students they are not alone.
Example: DCC uses digital content to address student well-being, which is crucial for retention. A blog post on the college’s site, shared via email and social media, discussed how emotional well-being impacts learning, noting that a student’s mental health influences “focus, engagement, social interactions, and overall academic success.” By openly guiding mental health, DCC shows students and parents that the college cares about more than academics.
In each of these cases, the common thread is communication. When institutions deliver the right messages at the right moments, they can provide reassurance, guidance, and pathways forward, all of which contribute to stronger retention outcomes.
How Email Marketing Supports the Entire Student Journey
Email marketing is not just about promotion. In the context of higher education, it is a structured communication framework that allows institutions to be consistently present for their students, especially when automated and segmented based on academic year, behavior, or demographic indicators.
The first year is foundational. It’s where impressions are formed, habits are developed, and questions abound.
Effective first-year campaigns include:
A welcome series that introduces campus leaders, outlines what to expect, and provides a friendly tone of engagement
Resource emails such as “How to Book Time With an Academic Advisor” or “Top Study Spots on Campus”
Surveys and wellness check-ins asking students how they’re doing and connecting them to specific supports based on their responses
Invitations to student orientation events, campus fairs, and mentorship programs
This early outreach reduces anxiety and builds a relationship of trust. When students know they can expect relevant, useful information in their inbox, they are more likely to engage with their institution in meaningful ways.
Example: John Cabot University (JCU) has made student retention a priority through robust student services and outreach. The university’s communications team uses segmented email lists to target different student groups – first-year degree seekers, study-abroad students, etc.
Upon arrival, all first-year students receive a series of orientation emails with tips on navigating campus life in Rome, introductions to support offices (counseling, academic advising), and invitations to community-building events. This email nurturing continues throughout the year. JCU’s focus on student engagement reflects its ongoing commitment to retention, with email outreach playing a key role in fostering community and support.
Sophomore and Junior Years: Momentum and Direction
The second and third years of college can be challenging. Students may experience mid-degree fatigue, uncertainty about their major, or a lack of motivation.
Email campaigns that support these years often focus on:
Important academic milestones, such as major declarations, registration deadlines, or capstone requirements
Career development, including internship announcements, networking events, or resume-building resources
Personal development opportunities, like study abroad, research assistantships, or leadership training
Wellness and retention-focused campaigns that flag disengaged students and prompt follow-up from advisors.
By continuing to communicate thoughtfully during this middle phase, institutions can ensure students maintain their momentum and receive targeted interventions before problems escalate.
Example:Southern Methodist University’s (SMU) Office of Student Success & Retention created the “Don’t Ghost SMU” initiative to re-engage students who stop attending without formally taking a leave. Each term, the university identifies “ghosters” – undergraduates who are neither enrolled for the coming term nor on an official leave of absence. The retention team then reaches out to these students three times via email and text message to ask about their plans and encourage them to re-enroll. Students who respond and decide to return are provided with one-on-one support to facilitate their re-entry.
Students approaching graduation often face a new set of stressors—final projects, job applications, and the pressure of “what comes next.” At this point, communication becomes about both support and celebration.
Senior-focused email strategies may include:
Step-by-step graduation guides that include deadlines for forms, fees, and ceremonies
Invitations to career prep workshops, mock interviews, or job search bootcamps
Highlight reels of student accomplishments or alumni stories to boost morale and confidence
Communications from deans or student leaders congratulating seniors and offering final words of encouragement
Example: NeuAge’s digital content provides career advice and skill-building tips as part of the institution’s ongoing commitment to graduates’ success. NeuAge also promotes free online workshops and webinars (often via LinkedIn and email) led by industry experts, giving current students and recent grads extra opportunities to network and upskill.
Best Practices for Retention-Focused Email Campaigns
If your institution wants to maximize the impact of email on student retention, consider the following best practices:
1. Segment Thoughtfully
A one-size-fits-all email won’t resonate across a diverse student body. Tailor content based on class year, academic discipline, or unique identifiers like international status or first-generation background. The more relevant the message, the more likely it will be read and acted on.
2. Use Automation With Intention
Automated emails shouldn’t feel robotic. Use your CRM to trigger messages based on behavior (like missed assignments or low engagement), but personalize them with the student’s name and relevant links or contacts. Automation should make the student feel seen, not surveilled.
3. Focus on Value
Each email should offer something of clear value: a helpful tip, a timely reminder, a story that inspires. Avoid sending messages just to fill space in a calendar. If the email doesn’t help the student succeed, it probably shouldn’t be sent.
Example: ENSR (a Swiss international school) maintains high transparency with parents through regular digital bulletins. The school posts and emails information on upcoming events. For instance, parents receive notices about scheduled parent-teacher meetings, ski trips, and even windsurfing camp well in advance. ENSR’s online parent info page archives these communications, noting what was sent when.
Track engagement data: open rates, click-throughs, and unsubscribes, and use this to inform future messaging. If a subject line isn’t working or a campaign doesn’t drive traffic, revise your approach. Feedback and responsiveness are key to any long-term strategy.
5. Collaborate Across Departments
Retention is not the sole responsibility of academic advising or marketing. Develop integrated campaigns that align messaging across departments, including career services, financial aid, and student wellness, so students receive cohesive, coordinated communication.
Why Email Marketing Belongs in Your Retention Strategy
Email marketing offers something uniquely powerful: it meets students where they already are, with messages that can be scheduled, targeted, and personalized at scale. When done well, it brings a human touch to institutional processes, building relationships that motivate students to stay engaged.
More than a tool for reminders or promotions, email can:
Prevent students from slipping through the cracks
Foster emotional connection and institutional pride
Reinforce the idea that success is not only expected, but supported
Ultimately, when students feel informed, included, and inspired, they are more likely to persist through challenges and complete their degrees. And that’s the heart of any successful retention strategy. Would you like to work on effective strategies for greater Higher Ed Student Retention?
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 the meaning of student retention?
Answer: Student retention refers to an institution’s ability to keep students enrolled continuously, usually from one academic term to the next, until they complete their program. Retention in higher education means the same as student retention, but in the context of colleges and universities.
Question: What is retention in higher education?
Answer: Retention in higher education means the same as student retention, but in the context of colleges and universities. It typically refers to the percentage of students who return each year and progress toward graduation. High retention in higher ed indicates that students are staying enrolled and on track to finish their degrees.
Question: What are the reasons for student retention?
Answer: Students are more likely to be retained (stay in school) when key needs are met. Common reasons for strong student retention include effective academic support (so students don’t fall behind), a sense of belonging on campus (feeling connected to peers and the school), financial stability or aid (relieving tuition stress), and clear personal motivation or goals (seeing the value of their degree). Essentially, when students feel supported academically, socially, and financially – and they believe their education will benefit them – they are far more likely to stay through graduation.
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