Jennifer van Alstyne and Dr. Sheena Howard designed this live interactive virtual event for professors and researchers like you. Especially if you’ve ever felt like, “I don’t need to do this for me, but I should do this for my book” when it comes to your online presence. Or, if you worry about self-promotion but know your writing / research can help more people if you’re open to sharing it.
Join Dr. Sheena C. Howard and Jennifer van Alstyne for a90-minute virtual event to help academics and researchers amplify your work, attract media opportunities, and share your book in meaningful ways.
We hope you can join us on April 12, 2025 for Promoting Your Book Online for Academics. You’re invited! 💌
What: 1.5 hour interactive workshop When: April 12, 2025 at 11:30am Pacific Time / 2:30pm Eastern Time Where: Live on Zoom (there will be a replay) With: Jennifer van Alstyne and Dr. Sheena Howard
A workshop for academics who have a book or research project you should be sharing with the world ✨
April 12, 2025 on Zoom at 11:30am Pacific Time / 2:30pm Eastern Time. Sign up.
About the workshop
Promoting Your Book Online for Academics is on April 12, 2025 at 2pm Eastern / 11:30am Pacific Time. It will be recorded for when you can’t make it live.
You should sign up if you’re open to
Sharing your book (or your research project)
Opportunities for your book to be featured in media (but aren’t sure where to start)
Helping more people with the writing / research you already do
Aim to attract funding
Want to build partnerships or collaborations for your equity focused work
At the end of this workshop you’ll know what’s effective use of your time for media and online presence.
What’s included?
Our live interactive workshop is on April 12, 2025 on Zoom (1.5 hours)
Replay of the event (video and audio only if you prefer to listen)
Worksheet to help you take action and Resources guide to keep
A private scheduling link for your follow up consultation with Jennifer
What inspired this event
Hi, I’m Jennifer van Alstyne (@HigherEdPR). I’ve been working 1-on-1 with professors on their online presence since 2018. When I look back on the transformations my clients have gone through, there’s often an emotional journey, not just the capacity-building work we do for your online presence. Most of my clients are authors. The professor writers I work with want their words to reach the right people, but felt unsure about how to go about that online.
Your book deserves to reach the people you wrote it for. When I ask professors who haven’t promoted their book, “do you hope more readers find this book?” The answer is often “Yes,” even if the book is older. Even when the book didn’t sell as well as you may have hoped. Even when your book is out of print there are things you can do to have agency in sharing it online.
In 2021, Dr. Sheena Howard and I teamed up for an intimate live event that helped academics around the world. We’ve been wanting to do another one since. But we wanted something that was really going to help you. For years, authors have opened up to each of us about what stopped them from sharing their book for years. When we were brainstorming who we want to help most with this Promoting Your Book Online for Academics event, these are some of the stories that came up:
I thought I’d have more support in marketing my book from the press…but it seems to be mostly on me.
My publisher asked me to build up my social media presence for my new book…I’m not really a social media person.
My books in the past didn’t do well…I’m worried my new book won’t do well either.
I shared my book once. But I haven’t share it again since on socials.
I am unsure if it is too early (or too late) to promote my book.
If I want to promote my book, when should I be reaching out to media? Before the book launches? After the book launches? I don’t know where to start.
I don’t think anyone will care about my book.
I want to go on podcasts to talk about my book, but I haven’t done anything toward that, no.
Dr. Sheena C. Howard (@drsheenahoward), a Professor of Communication. She helps professors get media coverage and visibility through Power Your Research (without the expense of a publicist). She’s been featured in ABC, PBS, BBC, NPR, NBC, The LA Times, The New York Times, The Washington Post, and more for her research on representation, identity, and social justice. Her book, Black Comics: Politics of Race and Representation won an Eisner Award. The Encyclopedia of Black Comics, which profiles over 100 Black people in the comics industry. Her book, Why Wakanda Matters, was a clue on Jeopardy.
She’s a writer without limits. I’ve recommended Sheena to some of my clients because she’s someone who helps people move past the limits we sometimes set for ourselves as writers. The worries or beliefs that sometimes hold us back. She’s worked closely with writers and creatives to build their capacity, to have agency in your media presence so you can make an impact when it matters. You want visibility that makes a difference for you. That invites readers. That can attract opportunities when they’re aligned with with what you want for yourself and the world.
This event is for you even when you want to do it yourself for your online presence. You won’t have to work with us after the workshop ends. This live event is about implementable strategies, and finding focus for what makes sense for sharing your book or research project.
FAQs for Promoting Your Book Online for Academics
Frequently asked questions you may be wondering about.
Where is the workshop?
This is a live virtual interactive event on Zoom on April 12, 2025 at 11:30am Pacific Time / 2:30pm Eastern Time.
What if I can’t make it live?
At our last event, some people knew they wouldn’t be able to attend live when they signed up. A couple people also couldn’t make it live unexpectedly. If you’re unable to join us live on April 12, 2025, you’ll have everything you need.
Jennifer will email you the event replay when it’s finished processing. You’ll get a copy of the take home worksheet to help you take action and the resources guide. That email will also have your private scheduling link for a follow up meeting with Jennifer if you’d find space to chat about your online presence supportive.
Outside of the United States? We had people register from around the world last time. If you run into an issue checking out, Jennifer is happy to create an invoice for you through Wise. Email [email protected]
This event is non-refundable. If something comes up and you’re unable to join us live on April 12, 2025, you’ll have everything you need.
Jennifer will email you the event replay when it’s finished processing. You’ll get a copy of the take home worksheet to help you take action and the resources guide. That email will also have your private scheduling link for a follow up meeting with Jennifer if you’d find space to chat about your online presence supportive.
Can I use professional development funds or research funds to pay for this event?
Yes. If a custom invoice would be helpful for you, please reach out to [email protected]
I’m interested in working with Jennifer and Sheena privately. Is this event still for me?
Jennifer and Sheena team up for online presence VIP Days. And some of our clients have worked with us separately depending on your goals.
While I’m happy to see how we can work together, this is not a sales event. At our last event, people found having a bit of private space after the event was helpful. So we wanted to be sure you get that private follow up consultation too. If you’re interested in working with us, please do sign up for that Zoom call. We can save time to chat about what may be helpful for you.
This workshop isn’t in my budget…I still want a stronger online presence for my book / research.
Yay, I’m glad you found this page because I want that for you. You deserve a stronger online presence if that’s something you want for yourself. Best wishes for your online presence, you’ve got this! There are free resources here on The Social Academic blog to help you have a stronger online presence for your book and your research. You can search by category to find what’s helpful for you. You might start resources related to Authors and Books.
I don’t think this event is right for me, can I share it with a friend?
Yes! I’d love that. If this event isn’t right for you, but you think it may be helpful for your friend or colleague, please share it with them. We appreciate you!
Questions about this event? Please don’t hesitate to reach out. I’m happy to answer your question, hesitation, or concern.
It was a Friday evening when I saw a little ad on the bottom of my screen looking for online English instructors. I was in my second year of teaching on-ground at a local high school at the time, but I clicked on it and landed my first online position at ITT Technical Institute. I loved it and dreamed I could do it full-time one day—that was 22 years ago. I did my fair share of adjunct teaching before I landed a full-time position, which I’ve held for nearly a decade. In my 22 years of teaching online, I continue to learn new things about what it takes to thrive in the field.
1. Have a Unique Presence
If your picture or name was not attached to your online course, would your close colleagues be able to tell it was your classroom? If not, work on making your courses a place where your personality shines through your discussions, announcements, feedback, and daily interactions. Even if it’s just one thing, it can make you stand out and allow your students to remember you positively and even decades later. I use TikTok videos in my announcements to motivate students and in my discussions to add depth, and my students love it. I’m also highly spiritual, and students pick up on this right away through the questions I pose to them in our discussions, through the quotes I share, and through my interactions with them.
2. Be Real
Frank Kafka once said, “I was ashamed of myself when I realized life was a costume party, and I attended with my real face.” In a world that yearns for validation, often for things they are not, strive to be real. There is no shame in that. Your students will find the authenticity refreshing and see the classroom as a safe place to be themselves. When students receive you better, they are more likely to listen, communicate, inquire, and achieve.
3. Be in a Good Mood
Voltaire once said, “The most important decision you can make is to be in a good mood.” Creating a positive connection with students goes beyond just a strong first impression—it requires consistent pleasant interactions. If you have a rough day, approach the next one with a fresh, positive mindset. Even small gestures, like offering words of encouragement or simply asking how they’re doing, can have a meaningful impact on students, even if they seem unnoticed.
4. Start a Group Chat
Students want to feel like they belong. While social media has given the illusion that we are more connected, Americans face a loneliness epidemic (“America’s Loneliness Epidemic”). Giving students a space where they have a seat at the table will make them appreciate you and lead to stronger connections among everyone in the group. I like to share tips and tricks, resources, and other information that can benefit them. It’s a place where students can ask questions, share insights, and anything else they feel like sharing. This has made my courses more memorable and students often thank me for the opportunity.
5. Get to Know Your Dean
Regular one-on-ones with your dean will make you feel like you have the support you need to keep moving forward. I always look forward to the time I spend with my dean discussing ideas and getting her opinion on issues I’m facing in my classroom. Don’t underestimate how your dean can make you a better instructor.
6. Validate Feelings
Try to remember what it was like to be a student with questions or concerns. Students often have trepidation when it comes to approaching you. Be approachable and accessible so they have a chance to share their thoughts. While you may not agree with everything they are saying, they will appreciate that you validated their feelings.
7. Be Kind
Think of your favorite professor from your college days, the best doctor you ever had, or even a restaurant server whom you love to see. They all have one thing that makes us remember them fondly: Kindness. Strive to create a warm and welcoming environment that students can’t wait to be a part of and engage in. If maintaining a polite and pleasant tone feels challenging, consider using AI to help refine your language. Over time, it will become more natural, and the positive atmosphere it fosters will make it something you genuinely enjoy.
8. Accept the Present Moment
Spiritual teacher, Eckhart Tolle once said, “Whatever the present moment contains, accept it as if you had chosen it. Always work with it, not against it. Make it your friend and ally, not your enemy.” No matter how meticulously we plan, not everything will go as planned. What’s important is embracing reality and making the best of the situation. Whether it be a student arguing about a grade or new requirements put on faculty, avoid getting frustrated and find the silver lining in every situation. It may be a blessing you will look back on with a smile.
9. Use PTO
How many times have people said after a good vacation that they are ready to get back to work? The rest and relaxation will make you feel like a new person with a kinder and more generous attitude. Take time to unplug, and if you can’t, weave in activities that bring you joy into your weekly schedule.
10. Move Your Body
Move your body—walk, lift, run—anything to clear your mind. To stay fully present with your students each day and prevent burnout, prioritize your own well-being first. Find a movement that works for you and get consistent with it. The consistency of that will help you be more consistent with other good habits.
11. Remember Why
Years and decades of teaching will make you forget the “why” question. We often tell our students to think of why they embarked on the journey of higher education to help them excel and find higher levels of satisfaction, but we don’t often give this question serious consideration ourselves. The answer can bring us closer to loving what we do in the classroom.
What would you add to the list?
Dr. Noura Badawi has been teaching online for 22 years.
Federal Trade Commission Chair Andrew Ferguson reached out to followers on X yesterday asking for “public submissions from anyone who has been a victim of tech censorship (banning, demonetization, shadow banning, etc.), from employees of tech platforms.” His post was accompanied by a press release from the FTC and a forum for comments on their website, both making the same requests.
This outreach is being conducted, according to Ferguson, “to better understand how technology platforms deny or degrade users’ access to services based on the content of their speech or affiliations, and how this conduct may have violated the law.”
In reality, the chair is angling to label editorial decisions he doesn’t like “unfair or deceptive trade practices.” But consumer protection law is no talisman against the First Amendment, and the FTC has no power here.
The simplified formulation of Ferguson’s argument is this: If social media platforms are not adhering to their content policies, or “consistent” (whatever that means) in their enforcement, they are engaging in “false advertising” that harms consumers.
Calling something censorship doesn’t make it so, and framing content moderation as “unfair or deceptive trade practices” does not magically sidestep the First Amendment.
Now, it is true that the FTC can generally act against deceptive marketing. That’s because pure commercial speech — that is, speech which does no more than propose a commercial transaction — possesses “a lesser protection” under the First Amendment than other forms of protected speech. And commercial speech that is false or misleading receives no First Amendment protection at all. But when speech — even in a commercial context — expresses opinions about social policy, government power over that speech gives way to the First Amendment.
Content policies and moderation decisions made by private social media platforms are inherently subjective editorial judgments. In the vast majority of cases, they convey opinions on social policy as well as what expression they find desirable in their communities. Attempts to control or punish those editorial judgments violate the First Amendment.
The Supreme Court recently made clear that these subjective decisions enjoy broad First Amendment protection. In Moody v. NetChoice, the Court rebuffed direct attempts by Texas and Florida to regulate content moderation decisions to remediate allegedly “biased” enforcement of platform rules:
The interest Texas asserts is in changing the balance of speech on the major platforms’ feeds, so that messages now excluded will be included. To describe that interest, the State borrows language from this Court’s First Amendment cases, maintaining that it is preventing “viewpoint discrimination.” Brief for Texas 19; see supra, at 26–27. But the Court uses that language to say what governments cannot do: They cannot prohibit private actors from expressing certain views. When Texas uses that language, it is to say what private actors cannot do: They cannot decide for themselves what views to convey. The innocent-sounding phrase does not redeem the prohibited goal. The reason Texas is regulating the content-moderation policies that the major platforms use for their feeds is to change the speech that will be displayed there. Texas does not like the way those platforms are selecting and moderating content, and wants them to create a different expressive product, communicating different values and priorities. But under the First Amendment, that is a preference Texas may not impose.
This is no less true when the government attempts to regulate through the backdoor of “consumer protection.”
To illustrate the problem: Imagine a claim that platforms are engaging in unfair trade practices by removing some “hate speech,” but not speech that aligns with a certain view. What constitutes “hate speech” is entirely subjective. For the FTC to assess whether a “hate speech” policy has been applied “consistently” (or at all), they would have to supplant the platform’s subjective judgment with the government’s own “official” definition of “hate speech” — which, as you can probably already guess, will likely not be the same as anyone else’s.
And this illustration is not the product of wild imagination. In fact, FIRE is litigating this very question before the U.S. Court of Appeals for the Second Circuit right now. In Volokh v. James, FIRE is challenging a New York law requiring social media platforms to develop and publish policies for responding to “hateful conduct” and to provide a mechanism for users to complain about the same. Our motion for a preliminary injunction, which the district court granted, argued that the First Amendment prohibits the government from substituting its judgments about what expression should be permitted for a platform’s own:
Labeling speech as “hateful” requires an inherently subjective judgment, as does determining whether speech serves to “vilify, humiliate, or incite violence.” The Online Hate Speech Act’s definition is inescapably subjective—one site’s reasoned criticism is another’s “vilification”; one site’s parody is another’s “humiliation”—and New York cannot compel social media networks to adopt it. . . . The definition of “hateful,” and the understanding of what speech is “vilifying,” “humiliating,” or “incites violence,” will vary from person to person . . .
The First Amendment empowers citizens to make these value judgments themselves, because speech that some might consider “hateful” appears in a wide variety of comedy, art, journalism, historical documentation, and commentary on matters of public concern.
Ferguson and the FTC’s actions are particularly egregious given the fact that it has been made perfectly — and repeatedly — clear in the past that these kinds of editorial decisions are outside of their authority.
LAWSUIT: New York can’t target protected online speech by calling it ‘hateful conduct’
Press Release
Today, the Foundation for Individual Rights and Expression sued New York Attorney General Letitia James, challenging a new state law that forces websites and apps to address online speech that someone, somewhere finds humiliating or vilifying.
In 2004, the political advocacy groups MoveOn and Common Cause asked the FTC to act against Fox News’ use of the “Fair and Balanced” slogan, arguing that it was false and misleading. Then-FTC Chair Tim Muris appropriately replied, “There is no way to evaluate this petition without evaluating the content of the news at issue. That is a task the First Amendment leaves to the American people, not a government agency.”
In 2020, the nonprofit advocacy group Prager University argued in a lawsuit that YouTube violated its free speech rights by restricting access to some of its videos and limiting its advertising. They claimed that as a result, the platform’s statements that “everyone deserves to have a voice” and “people should be able to speak freely” constituted deceptive marketing. However, the U.S. Court of Appeals for the Ninth Circuit rejected this claim, holding that the platform’s statements are “impervious to being quantifiable” and, as a result, were non-actionable.
The bottom line is this: Calling something censorship doesn’t make it so, and framing content moderation as “unfair or deceptive trade practices” does not magically sidestep the First Amendment. And as always, beware — authority claimed while one is in power will still exist when one is not.
The EY organization and Microsoft announced this month the launch of the AI Skills Passport (AISP), which assists students aged 16 and older in learning about artificial intelligence (AI) technologies, and how to work with and apply them to various industries and careers. This free online program is part of an ongoing social impact collaboration focused on supporting young people and those furthest from opportunity to build the AI skills necessary to thrive in today’s AI economy.
According to Randstad research, demand for AI skills in job postings has surged by 2,000%. However, a recent EY and TeachAI survey, with support from Microsoft, found that only 15% of Gen Z respondents feel fully satisfied with how their schools or employers are preparing them for the implications of AI and the use of AI tools. The AISP aims to bridge this gap by equipping learners with essential AI skills for the modern workplace, with a goal of upskilling one million individuals.
The free online learning program is accessible on web and mobile platforms and participants can take the 10-hour course at their own pace to learn about key topics such as the fundamentals of AI, ethical considerations and its applications across business, sustainability and technology careers. By completing the course, participants will receive an EY and Microsoft certificate of completion to strengthen resumes and gain access to additional learning and employment resources.
The EY organization and Microsoft have now successfully activated the course in the United States, United Kingdom, India, Italy, Greece, Belgium, S. Africa, Ireland, Switzerland, Cyprus, Australia, New Zealand, Fiji, Papua New Guinea, Sweden, China and India. Expansion plans are underway to roll out to additional countries through 2025 — and to translate to five languages.
Together, the EY organization and Microsoft have collaborated on a multitude of programs to help empower job seekers and impact entrepreneurs with the skills needed for an AI-driven future, furthering the EY Ripples ambition to impact one billion lives by 2030.
Other high-impact EY and Microsoft social programs include:
Microsoft Entrepreneurship for Positive Impact: This Microsoft program provides support to innovative tech-first entrepreneurs who are addressing our world’s most pressing challenges. The EY organization and Microsoft run a series of Skills Labs to support more than 100 entrepreneurs to date on key growth challenges identified, such as investment strategies, financial planning, environmental, social and governance (ESG) strategy and business resilience.
EY and Microsoft Green Skills Passport: A program aimed to help learners aged 16 and over develop skills to find green jobs and pursue opportunities in the growing green economy. To date, more than 46,000 learners have completed this free course and are on their way to a green skills career.
Future Skills Workshops (FSW): An EY offering to upskill young or underserved groups equipping them with knowledge to help them navigate a changing world. The “All about AI” module is the newest module and will be launched across Latin America through in-person delivery with the EY organization, Microsoft and Trust for Americas.
Gillian Hinde, EY Global Corporate Responsibility Leader, says:
“The EY and Microsoft collaboration is a powerful example of how organizations can come together to help drive meaningful social change and help shape the future with confidence. The AI Skills Passport program aims to equip young people and underserved communities with the AI experience needed to thrive in today’s digital age, while also sharing the skills necessary for tomorrow.”
Kate Behncken, Global Head of Microsoft Philanthropies, says:
“Through this new initiative with EY, we’re helping young people build the AI skills they need to succeed in the evolving AI economy. By bridging the gap between education and employability, we’re creating opportunities for the next generation to contribute, innovate, and thrive in the new AI economy.”
Learn more about the EY-Microsoft AI Skills Passport here.
Kevin is a forward-thinking media executive with more than 25 years of experience building brands and audiences online, in print, and face to face. He is an acclaimed writer, editor, and commentator covering the intersection of society and technology, especially education technology. You can reach Kevin at [email protected]
As a school administrator or marketer, you’re likely already familiar with the challenges of traditional admissions processes: manual paperwork, miscommunication, long timelines, and a lack of transparency.
Implementing an online enrollment system can revolutionize your institution’s operations. It can help you create a seamless experience for prospective students while significantly easing administrative burdens.
At Higher Education Marketing, we’ve spent years partnering with institutions to understand their unique needs. Our Student Portal is designed specifically for education providers like you, offering an all-in-one solution to streamline admissions and enhance the student journey.
Let’s explore ten benefits of adopting an online admissions and enrollment system and how HEM’s Student Portal can help you transform your processes. You’ll see how much value you can add to your student experience and how a sophisticated CRM can boost enrollment.
Simplify student management and boost recruitment efficiency!
Transform your student portal experience. Get a FREE HEM-SP demo today.
Understanding Online Enrollment Systems
What does an enrollment system do? An online admissions and enrollment system is a digital platform that streamlines student recruitment, application management, and enrollment. By moving these processes online, institutions can eliminate manual paperwork, reduce processing times, and improve the overall experience for students and staff.
These systems typically include customizable application forms, real-time tracking, automated communication tools, and integration with other institutional systems like CRMs and financial platforms. Now, let’s get to the good part–the many benefits of enrollment system tools.
Want to know what our Student Portal System can do for your school? Let’s connect!
A Brief Overview of the Enrollment Process
To maximize the benefits of an online admissions and enrollment system, it’s important to understand the enrollment funnel. What is the process for enrollment? It’s a framework that outlines the four key stages prospective students go through when deciding to enroll at your institution. These include awareness, interest, decision, and action.
Awareness is the first stage, where students become familiar with your school through marketing efforts, social media, or word-of-mouth. During this phase, you aim to make a positive impression and highlight what sets your institution apart.
Interest follows as students actively seek more information about your programs and offerings. At this stage, providing detailed program descriptions, virtual tours, and engaging content becomes crucial to capturing their attention.
Decision is the third stage, where students weigh their options and determine if your institution aligns with their goals. Clear application processes, transparent cost estimates, and personalized communication can help sway their decision.
Action is the final stage, where students commit by completing their application and enrollment. An intuitive and efficient online system, like HEM’s Student Portal, ensures this final step is seamless and stress-free, setting the tone for a positive student experience.
Source: HEM
1. Simplifying the Application Process
An online admissions system allows you to simplify and accelerate the application process, providing a smoother experience for prospective students. Instead of requiring students to navigate complex paper forms or disjointed systems, you can offer them a centralized, user-friendly portal where they can complete their applications step-by-step.
HEM’s Student Portal includes a customizable WYSIWYG (what you see is what you get) form builder, allowing you to tailor applications to your institution’s specific requirements. With options for e-signatures, document uploads, and guided prompts, your students can complete their applications quickly and confidently.
For administrators, this streamlined process means less time spent tracking incomplete applications and more time focusing on strategic initiatives. You can view, manage, and update application statuses in real time, ensuring nothing slips through the cracks.
Example: The key benefit of online enrollment systems regarding the student journey is convenience. Here, American Public University is the perfect example.
At the click of a button, students can begin their applications.
They are immediately led to a simple, free application form where they’ll provide vital information needed for the American Public University to determine whether admission into their program will be granted and allow them to track their journey.
Source: American Public University
2. Enhancing Recruitment Efforts
With an online system, you can improve how you engage with prospective students from the beginning of their journey. HEM’s Student Portal integrates powerful marketing automation tools, allowing you to nurture leads with personalized communications at every stage of the admissions funnel. You can keep prospective students engaged and informed by sending timely emails, reminders, and updates, increasing their likelihood of completing enrollment.
Furthermore, the system’s data insights enable you to identify trends in student inquiries, monitor which marketing campaigns are most effective, and adjust your strategies accordingly. This data-driven approach ensures your recruitment efforts are consistently targeted and impactful.
Example: Once a prospect has filled out a contact form or inquired about a program, they should receive a personalized follow-up message that provides program details and prompts them to follow the next steps.
Here, the Academy of Learning sends an automated email about its Accelerated PSW Program to a prospect who recently expressed interest. Our Student Portal integrates email and messaging services to facilitate and automate communication with prospects, a key part of the recruitment process.
Source: Academy of Learning | Gmail
3. Reducing Administrative Burden
One of the most immediate benefits of implementing an online admissions and enrollment system is the reduction in administrative workload. Manual processes can be time-consuming and prone to errors, but with an online platform like HEM’s Student Portal, you can centralize all tasks in one intuitive interface. From managing inquiries to processing payments, every step is organized and automated.
Staff members across departments can collaborate more effectively, ensuring seamless communication and reducing duplication of efforts. The result? A more efficient admissions team with more time to focus on higher-value tasks, such as building relationships with students and refining institutional strategies.
4. Offering Real-Time Insights
Making informed decisions is essential in a competitive education landscape, and real-time insights from your admissions system can give you a critical advantage. HEM’s Student Portal provides robust reporting and tracking tools, giving visibility into key metrics such as completed applications, outstanding payments, and enrollment trends.
Imagine identifying bottlenecks in your process as they happen, enabling you to resolve issues before they escalate. With this level of visibility, you can forecast enrollment numbers more accurately, allocate resources efficiently, and continuously optimize your processes.
Example: The Student Portal allows you to create comprehensive, updated CRM reports to track enrollment data. Find out what kind of requests are being made, what desired action has been taken, and what’s next.
Source: HEM
5. Improving Communication and Transparency
A common frustration for both students and staff in traditional admissions processes is a lack of clarity. With an online system, communication becomes seamless and transparent. Students can log into their portal anytime to check their application status, access important updates, and even chat with a virtual admissions assistant for guidance.
HEM’s Student Portal goes a step further with its integrated communication tools. From automated notifications to direct messaging capabilities, the platform ensures that every student feels supported and informed throughout their journey. This transparency fosters trust and builds a stronger connection between students and your institution.
6. Enhancing the Student Experience
Your admissions process is often the first interaction prospective students have with your institution, making it crucial to leave a positive impression. An online admissions and enrollment system demonstrates that your school values convenience, efficiency, and modern technology, which resonate with today’s tech-savvy students.
HEM’s Student Portal includes features like virtual admissions assistance and a quote builder, which allows students to estimate program costs upfront. These tools empower students with the information they need to make confident decisions, enhancing their overall experience and reinforcing their trust in your institution.
Example: The Student Portal prioritizes a seamless experience for students, guiding them from step to step, making it easy to share important files, and providing a full picture of their enrollment journey.
Source: HEM
7. Facilitating Financial Planning
Financial concerns are one of the most significant barriers prospective students face when considering enrollment. You can address these concerns head-on by incorporating tools like HEM’s quote builder and seamless payment gateway integration. The quote builder provides students and their families with transparent cost estimates for tuition and fees, enabling them to plan their finances effectively.
The payment gateway integration simplifies the payment process, allowing students to make secure transactions directly through the portal. You can also track real-time payment statuses, ensuring that financial records are always current.
Example: Accademia Italiana Salerno utilizes our Student Portal’s Quote Builder feature, which provides students with a close estimate of their school expenses. Your students will appreciate being able to plan when making a significant investment in their education.
Source: HEM
8. Supporting Institutional Flexibility
Every institution is unique, with its own set of requirements and processes. That’s why customization is essential in any online admissions system. HEM’s Student Portal offers a flexible framework that adapts to your needs, whether you’re managing applications for a university, language school, or K-12 provider.
You can customize application forms, workflows, and communications to align with your institutional goals. This flexibility ensures that the system serves as a seamless extension of your team rather than a one-size-fits-all solution.
9. Boosting Efficiency with Integrated Tools
Efficiency is at the heart of any successful admissions process; integrated tools can make a significant difference. HEM’s Student Portal combines essential functionalities like CRM systems, marketing automation, and data analytics into one centralized platform. This integration eliminates the need for multiple disconnected systems, streamlining your operations and improving collaboration across departments.
For example, marketing teams can use the portal to track campaign effectiveness, admissions staff can manage inquiries and applications, and financial teams can monitor payments—all within the same system. This level of integration enhances productivity and ensures that every team member has access to the information they need.
10. Preparing for the Future
As the education sector evolves, embracing technology is no longer optional but essential! Implementing an online admissions and enrollment system positions your institution as a forward-thinking leader ready to adapt to changing student expectations and market demands.
HEM’s Student Portal is built with the future in mind, incorporating scalable features that grow with your institution. Whether you want to expand your programs, attract international students, or enhance your digital presence, the portal provides the tools you need to succeed.
Why Choose HEM’s Student Portal?
At Higher Education Marketing, we consider ourselves your partners in success. Benefit from the advantages of enrollment system technology, from simplifying application management to enhancing communication and providing real-time insights. Our platform empowers you to transform your admissions process. Request a demo today and discover how HEM’s Student Portal can help you achieve your institutional goals while creating a superior experience for students and staff.
Simplify student management and boost recruitment efficiency!
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Frequently Asked Questions
What does an enrollment system do?
An online admissions and enrollment system is a digital platform that streamlines student recruitment, application management, and enrollment.
What is the process for enrollment?
It’s a framework that outlines the four key stages prospective students go through when deciding to enroll at your institution. These include awareness, interest, decision, and action.
A virtual classroom is a digital replica of a traditional classroom, the only difference is that it uses technical tools to interact with students in real-time. The virtual classroom software for teachers helps higher education institutions to manage classes remotely using interactive tools for collaboration, brainstorming, ideation, and discussion. All this is followed by instant assessments and result publications to measure the learning that happened in the session.
The sudden school closures and the need of Virtual classroom software for teachers
There can never be a PAUSE mode for Education nor Learning. But what if a situation demands it? Let’s take the example of our current COVID-19 scenario.
The UNESCO states that globally, over 1.3 billion children are out of the classroom, across 186 countries, as on March 2020.
There are schools and universities closures everywhere, forcing educational institutions to look for an option to deal with the crisis.
Thanks to the distinctive rise in the online teaching environment and virtual classroom software, what we could now call the only future of higher education and universities.
Even the traditional universities and higher eds that were once tabooed to using online teaching are now racing to adapt their programmes and classes to online alternatives. The situation may be pressing, but retorting to any technology wouldn’t help.
An intuitive, high-end, modern, virtual classroom software for teachers would serve the purpose—a tool that acts as a bridge to offering uninterrupted teaching/learning even during the difficult times.
Creatrix Campus is end-to-end higher education software that brings campus online on-the-go. You could plan online exams, assignments, execute tasks, conduct online quizzes, group discussions, polling, all virtually.
Creatrix Campus virtual campus management system has always helped faculty indulge in successful ways of teaching, revolutionizing digital education.
There’s data analysis, visualization, forecast of assessments that predict learning outcomes, personalized learning pathways for students, and much more. We have figured out 12 successful ways by which Creatrix facilitates successful online teaching and learning, virtually. Here are they;
How to Create an Engaging Virtual Classroom Environment with Virtual classroom software for teachers
1. Get scheduled first
Now, this is a great feature to start an online classroom—setting up schedules and a set of predefined rules.
Faculty are allowed to create schedules that most suits their online sessions. Creatrix Scheduling allows schedule creation based on faculty and student preferences.
Multiple class schedules could be created for different time periods with options to add, edit or cancel schedules, and assign student groups, all this without conflicts.
There’s enough flexibility here. While any new and complicated topic can be scheduled up in the forenoon, the rest can make up for the afternoon session. Achieving a balanced timetable schedule is also possible with faculty management software that will accommodate all changes instantly and meet your criteria.
2. Build a course and student community
The next crucial step in virtual teaching lies in the creation of a course and student community. The faculty is the moderator and the courses she creates are the community. On logging in, the faculty would see the list of batches he handles on her personal dashboard.
The act of the faculty clicking on a particular batch is alike to the real-life scenario of getting into a classroom, with the bunch of students waiting to be marked attendance, hear their performance reports, and submission of assignments, etc. Before the class commences, the faculty marks attendance of the day.
Nothing goes lacking in this sort of online teaching. Faculty plans well ahead of the classes with a solid curriculum management system from Creatrix.
The faculty strategically adapt to the industry trends as well as the unique needs of the students. There’s enough option to track the daily progress of the students in line with the curriculum.
3. Digitize the course contents
At Creatrix we know the real purpose of a virtual LMS; we make learning enjoyable, accessible, and meaningful to students, improving their learning outcomes.
The faculty takes control of the class, adding course materials to suit her course’s plan. Creatrix virtual Learning Management System (LMS) is brings in a lot of tools for applying various learning models in a wide range of digital formats.
Instructors are allowed to create, upload, the course’s content, back it up with videos and files, deliver them to students, assign tasks and assessments, administer and track their progress, followed by record-keeping. There’s complete transparency on all these processes.
The topic planned and covered are kept track of and those that need attention are extended for longer hours. The simplified workflows in Creatrix helps to focus students by giving constructive feedback and personalized recommendations.
4. Adopt collaborative tools to maximize participation
Virtual teaching is successful only when there’s maximum student participation. Creatrix has many collaborative and communication tools to keep the students glued to the actual teaching process.
Creatrix virtual LMS allows students to team up on live sessions and video conferencing through external integrated tool.
Faculty can put forward techniques including quizzes, debates, interactive discussions, etc. There are options to share additional resources for any topic by uploading videos, share relevant PDFs, PPTs, website links, etc. The sessions could be made more fun by bringing in polling, surveys, and map each topic with learning outcomes.
Creatrix Campus’s Virtual LMS comes with adaptive teaching models like blended learning, self-paced learning, collaborative learning, and flipped learning to arouse student participation. The lesson planner option in Creatrix helps users to plan and execute both physical and virtual classes for the same course.
5. Focus on keeping the students engaged
Online remote classes at any cost should be made interesting, mainly because the faculty-student is not in direct interaction. Classes hence have to be delivered in such a way that it builds engagement for learning.
Creatrix has the Digital Whiteboard tools which come with a virtual pointer to facilitate brainstorming activities. In addition, there are discussion forums and messaging, which is another way of keeping students engaged.
Just like how Quora, Yahoo Answers, and Reddit act as amazing discussion forums, Creatrix LMS does the same.
The activity wall acts as a message board for further collaboration; students get to post doubtful questions, create polls, and share documents with faculty and his peers.
There are enough ways a faculty could add advantage to online teaching by sharing learning videos, texts, podcasts to students.
6. Introduce self-learning techniques
Not all courses in the syllabus would call for a synchronous way of teaching. Some subject’s objectives maybe just research and self-learning. Creatrix virtual LMS creates a self-learning environment that gives enough room for real-time student engagement and self-reflection.
On completion of topics, student take up auto-assigned, online assessments and quizzes that are used to track their understanding level on the current topic. Uploading videos related to the topic expands the learners to self-learn.
The progress the student makes can be seen in their personalized dashboards on their real-time status bar reports displaying current, past, and future course progresses, along with the tasks due.
The faculty’s journey is similar to a facilitator who provides relevant resources and course materials, create tutorials, short lessons, all made possible through online course repositories.
Students could take part in live streaming and self-paced learning (video upload), conveniently accessible from a single point.
7. Centralize the communication efforts
There should be an organized way of communication keeping both the students and their parents/guardians informed about the teaching happening.
This allows the stakeholders to stay informed with auto-notified alerts and reminders about deadlines on assignment submission, feedback, as well as missed topics. They get real-time status via email, SMS, and push notifications.
8. Customize the testing and assessments for personalized learning outcome
This is an unmissable feature in any online teaching. Assessments help to gauge the learner’s proficiency. Customizing them is incidentally what most software systems lack.
With customized assessments, faculty have the option to personalize tests for students with different attainment levels. This gives the option to focus on weaker students in a much better way.
Creatrix has options to conduct both online and offline Assessments/assignments in the form of quizzes, MCQs, long papers, articles, followed by instant onscreen evaluation. Based on the learning outcomes mapping, the system would then intimate the students attainment levels, individually.
9. Get gamified
A good online teaching platform should work on making things simple for the learners. They won’t really enjoy teaching that’s monotonous, after all, their eyes are starring the digital devices all day long.
Pick out elements of game playing to add spice to your teaching. Students look for such a twist in their learning experience.
Assign tasks and projects online, track the submission rates, and provide them badges or scores.
Integrate with the course schedule and bring forth activity-based learning in line with the Curriculum. This will help instructors and students track topics better. Students, on the other hand, will have access to course information times during absenteeism. Wouldn’t that be great?
10. Link to Incidents Tracking
There are also options to deal with tardy behavior. Online teaching doesn’t mean you have to compromise on bad behavior incidents, students cheating during online exams by conducting online proctoring etc. A university management software with conduct management system make sense here.
Instantly parents get notified in real-time via email, SMS alerts, and push notifications. Besides capturing incidents, rules could be configured, discipline letters created, referrals initiated, analyze trends, and generate reports for faster decision-making to resolve behavior problems.
11. Reporting
With real-time reporting, instructors should be able to generate real-time reports, right in their hand. They get to know the stand of their students and work on their continuous improvement gradually.
The instructor could track those students who are accessing the course content and who isn’t.
Creatrix classroom management software is capable of generating real-time reports including students’ demographics, assignments, attendance, assignments, fee payments, grades, discipline incidents, coursework, assignments, etc.
All these reports from the virtual classroom software help at deriving insights into learning for a bigger picture of the institutional reporting.
The best thing about using Creatrix Online LMS is student’s progress data is right in their hands. They have the ability to track their own progress, their dips and ups with the progress status bar on their personal dashboard.
They get to view the current, past, and future course progresses, along with the tasks due.
12. Mobile support, 24*7
Wrap up all the above-mentioned features into an all-time accessible mobile app! A mobile tool is a necessity to support students with uninterrupted learning these days.
Creatrix Online Learning Management System (OLMS) gives any time, anywhere access to learning where students team up for live sessions via mobile devices and tablets.
They get the feel of in-the-classroom training with options to view the session’s content visually and communicate via text chat and audio; they can submit assignments, view grades & course materials, and interact with each other just the way they would do in the real classroom.
Conclusion
It’s high time we try and reset higher education learning to meet the present 2020 demands by giving uninterrupted online learning.
A virtual classroom software for teachers is the call of the day; a tool like Creatrix Campus is sure to break the shackle that disrupts the flow of higher education by waking up to a better tomorrow.
Let the higher education institutions get into virtual learning mode and blend with technology for incessant learning even during a crisis like Covid-19 and beyond. Connect with team Creatrix Campus to learn more about virtual classroom software for teachers!
As I reviewed the new IPEDS data release last week, I was looking for the data and intelligence that would be most helpful for online enrollment leaders to have in hand to underpin and inform this year’s success. These points, in combination with key trends that became clear in other sources I reviewed late last year will enable online leaders to succeed this year as well as plan for the future.
Note that I am not discussing changes that may emerge after January 20, but I will be doing so after a long talk I have scheduled with Cheryl Dowd from WCET who tracks online regulations and with whom I will be co-presenting at the RNL National Conference this summer.
So, what do you need to know?
1. Online and partially online enrollment continue to dominate growth.
Four years after the pandemic, more students each year are continuing to decide to enroll in either fully or partially online study. While year-over-year change in every post-pandemic year has seen some “return to the classroom,” when compared with pre-pandemic enrollment (2019), 2.3 million more undergraduates and 450k more graduate students are choosing fully or partially online study. Perhaps more important, 3.2 million fewer undergraduates and 288k fewer graduate students are choosing classroom-only programs. Institutions seeking to grow enrollment must develop processes to quickly determine the best online programs to offer and get them “to market” within 12 months.
2. Institutions seeking to grow online enrollment are now competing with non-profit institutions.
As recently as five years ago, your strongest competition came from for-profit institutions. In some ways, these institutions were easy to beat (excepting their huge marketing budgets). They had taken a beating in the press to the extent that students knew about it, and they were far away and unknown. Today, institutions face no less of a competitive environment, but the institutions dominating the scene – and most likely a students’ search results – are national non-profits. These institutions are, of course, not local so they aren’t well known, but they have not been through the scrutiny which eroded interest in the for-profits. Student search engine results are also now filled with ambitious public and private institutions seeking to “diversity their revenue streams.” As such, institutional marketers need to adjust their strategies focused on successfully positioning their programs in a crowded market, knowing that they can “win” the student over the national online providers if they ensure that they rise to the top of search results.
3. Online enrollment growth is being led by non-profit institutions.
Seventeen of the 20 institutions reporting the greatest growth in online enrollment over the last five years are nonprofit institutions—a mix of ambitious public and private institutions and national non-profits. What is more, the total growth among institutions after the two behemoths far exceeds Southern New Hampshire University and Western Governors University. These nimble and dynamic institutions include a variety of institution types (with community colleges well represented) across the higher education sector. Institutions seeking to grow online enrollment should research what these institutions are offering and how they are positioning their programs in the market and emulate some of their best practices.
4. New graduate program growth is dominated by online/partially online offerings.
In 2024, a research study by Robert Kelchen documented growth in the number of available master’s programs in the U.S. over the last 15 years. Not only did Kelchen document a massive expansion in availability (over the 15-year period, institutions launched nearly 14,000 new master’s programs on a base of about 20,000), but also that the pace of launching online or hybrid programs dramatically outpaces classroom programs. This rise in available offerings far outpaces the rate of growth of the online student market, resulting in significantly higher levels of competition for each online student. Institutions seeking to grow their online footprint must ensure that they fully understand both the specific demand dynamics for each of their programs and the specifics of what online students want in their program. A mismatch on either factor will inhibit growth.
5. Online success is breeding scrutiny of outcomes.
We all know something of the power of social media today. This was reinforced for me recently by an Inside Higher Education story which focused on the 8-year rates of degree completion among the biggest online providers. The story was triggered by a widely read Linked IN post and followed up by numerous other stories and posts and comments across the platform. This is just the kind of exposure that is most likely to generate real scrutiny of the outcomes of online learning – which were already taking shape over the last year or more. In fact, this focus on outcomes ended up as one of the unfulfilled priorities of the Biden Education Department. I have long said that institutions seeking to enter the online space have an opportunity to tackle some of the quality issues that first plagued the for-profits, now challenge the national online non-profits, and will confront others if not addressed soon.
6. Key preferences for online study have been changed by the pandemic.
RNL’s own 2024 online student survey surfaced dozens of important findings that online leaders should consider as they chart their course. Two findings stand out as reflecting profound changes in online student preferences, and both are likely the result of pandemic-era experiences. First, all but 11 percent of online students told us that they are open to at least some synchronous activities in their program, likely the result of hundreds of online meetings during the pandemic. Similarly, they told us that the ideal time to communicate with recruiters/counselors from online programs is now during business hours. This is also likely to be related to the pandemic period, in which millions of people working from home began to regularly contend with some personal business during their day. Institutions should assess both of these factors as they think through student engagement (to address point #5), and the intense competition of the online space (to address point #3).
7. Contracting institutions are not focusing on online enrollment.
Finally, we return to the new IPEDS data to see that institutions that have experienced the greatest enrollment contraction over the last five years demonstrate almost no access to fully online study (dark blue lines in the chart below), and only limited access to programs in which students can enroll in both online and classroom courses (light blue lines). Even where there has been some online or partially online growth, these efforts have not been given adequate attention to counterbalance contraction among students enrolled in classroom-only programs (green lines). These data again make it clear (as stated in point #1) that institutions facing classroom-only contraction must either amend their goals to account for reduced enrollment or determine which online or hybrid programs would be most attractive to students in their region and then ensure that such offerings are visible in a highly competitive higher education market.
Explore more at our webinar
Join us for a deeper dive into trends during our webinar, 5 Enrollment Trends You Need to Know for 2025. This discussion with me and a number of my RNL expert colleagues will look at research and trends that should shape strategic and tactical planning over the next 12 months. Particularly, as we enter what has been identified as the first year of the “demographic cliff,” data-informed decision-making will be more important to enrollment health than ever before. Register now.
Now more than ever, knowing how to recruit students online is essential for success. In 2025, brochures and campus visits alone are no longer enough. A successful student recruitment plan requires a blend of innovative digital tools, personalized engagement, and a deep understanding of student behavior.
At Higher Education Marketing, we’ve spent years refining our approach to online student recruitment, and we’re excited to share ten proven strategies that can take your recruitment efforts from awareness to enrollment this year. Keep reading for a deeper understanding of the enrollment process, actionable tips on recruiting students online, and access to our student recruitment resources.
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Understanding the Enrollment and Decision-Making Process
The journey from awareness to enrollment as illustrated by the enrollment funnel is complex, often involving multiple stages of research, evaluation, and emotional investment. For prospective students and their families, choosing a school is a decision that balances academic aspirations, career goals, financial considerations, and personal preferences.
Understanding this process is essential for creating a recruitment strategy that aligns with their needs and motivations.
Stage 1: Awareness
At the beginning of the journey, students and their families are typically exploring broad options. They may be influenced by online advertisements, social media content, or recommendations. During this phase, your goal as a school is to make a positive first impression and provide easily accessible, engaging content. Students are looking for reasons to consider your institution, such as program variety, campus culture, or career outcomes. For families, financial feasibility and safety often rank high as priorities.
A strong online presence is crucial here, including a well-optimized website with clear messaging, visually appealing social media accounts, and engaging videos that spark curiosity. For instance, showcasing testimonials from students with similar backgrounds or aspirations can help prospective students visualize themselves as part of your community.
Stage 2: Consideration
Once students identify potential schools, they begin in-depth research. At this stage, they often turn to your website, virtual campus tours, and program details, comparing your institution to others. Families may analyze cost, scholarship opportunities, and academic flexibility, while students might focus on extracurricular activities, study-abroad opportunities, and campus life.
To meet these needs, your content should highlight differentiators, such as unique programs, industry partnerships, or alumni success stories. Transparent communication is key—clearly outlining tuition fees, application requirements, and scholarship opportunities builds trust. Including testimonials from alumni and current students in similar fields can help students and families see the real-world value of your programs.
Stage 3: Decision
When students are ready to make their final decision, the process becomes personal. Students and families are likely reaching out for additional information, attending virtual or in-person events, and engaging with admissions counselors. They want answers to specific questions, such as “What internships are available in this program?” or “What percentage of graduates find jobs in their field within six months?”
Personalized follow-ups play a crucial role in this stage. Schools that demonstrate a genuine interest in the student’s goals and address family concerns are more likely to earn their trust. Hosting webinars with faculty and student panels can also provide authentic insights that make prospective students feel more connected to your institution.
Stage 4: Enrollment
After narrowing down their options, students proceed with the application process. For many, this stage can feel overwhelming, particularly if they’re applying to multiple schools or navigating complicated requirements. Families, on the other hand, may focus on evaluating financial aid packages and understanding the return on investment.
Streamlining the application process is critical here. Ensure that your application portal is user-friendly, deadlines are clearly communicated, and the required documents are easy to upload. Offering guidance through a dedicated admissions counselor or chatbot can alleviate stress and improve the overall experience. Schools that simplify this process often see higher application completion rates.
After submitting applications, the waiting period begins. At this stage, communication should remain active. Personalized acceptance letters, invitations to exclusive admitted-student events, or detailed guides on the next steps can keep students and their families engaged while reinforcing their decision to enroll.
Source: HEM
Need support in your school’s online student recruitment efforts? Reach out to learn more about our services!
How to Recruit Students Online
Want to explore how to recruit students online in more detail? The answer lies in combining data-driven insights, engaging content, and personalized communication to guide students through their enrollment journey as discussed above. From leveraging SEO and social media ads to creating interactive virtual tours and using chatbots for instant support, online student recruitment requires a multi-faceted approach that captures attention, builds trust, and inspires action. In the sections that follow, we’ll discuss ten proven strategies that can help you move prospective students seamlessly from awareness to enrollment. Let’s get started!
1. Start With Data-Driven Audience Insights
The foundation of any successful recruitment strategy is understanding your target audience. Relying on broad demographics is no longer enough. Why is that? Today’s students expect hyper-personalized messaging at each level of the enrollment funnel.
Tools like Google Analytics, CRM systems, and social media insights provide invaluable data on prospective students’ preferences, online behavior, and decision-making patterns. The information you glean from your detailed demographic research will help you make informed campaign decisions.
Behavioral information such as the length of each session, the devices used, bounce rates, and session attribution provides insight into how people are engaging with your site, when and why they may lose interest, and whether your site is optimized for desired actions such as filling out contact forms or subscribing to newsletters. If you’re looking to revamp your school’s online recruitment efforts, the use of data analytics tools is an excellent way to start planning.
2. Invest in Search Engine Optimization (SEO)
Visibility is key in the awareness phase, and SEO ensures your school appears where prospective students are searching. Optimizing your website and blog content for high-ranking keywords can drive organic traffic from search engines. Long-tail keywords tend to be the most effective.
Long-tail keywords are highly specific search terms that prospective students use when looking for educational opportunities. These phrases, such as “best online MBA programs for working professionals” or “affordable graphic design diploma in Vancouver,” often reflect a searcher’s intent more clearly than generic keywords.
For schools, targeting long-tail keywords can drive qualified traffic to your website by connecting with students who are already in the decision-making phase. Unlike broader keywords, long-tail terms face less competition, making ranking higher in search engine results easier.
To effectively use long-tail keywords, start with thorough keyword research. Tools like Google Keyword Planner, SEMrush, or AnswerThePublic can uncover phrases students frequently search for. Analyze internal data, such as search terms used on your site, or interview current students to understand how they found your programs.
Pay close attention to questions students ask during open houses or information sessions—these often provide insight into potential long-tail keywords. Incorporating these terms naturally into blog posts, program pages, and FAQs can help your school align with the needs of prospective students, driving meaningful engagement and boosting enrollment. Additionally, focusing on local SEO—like “business schools in New York”—can capture the attention of students looking for programs within a specific region.
Source: Google | Matthew’s Hall
Example: If you want to maximize the effects of local SEO, you need a Google My Business account like the one pictured above. Prospects looking for schools in a particular geographic location are more likely to come across your school’s profile which reveals all the information they need to get in contact with you and even visit you in person. A Google My Business account also provides an official first impression of your school
3. Leverage Social Media Ads with Predictive Targeting
How does predictive targeting work on social media? By leveraging advanced algorithms, platforms like Facebook, Instagram, and TikTok analyze user behavior and identify prospective students who are most likely to engage with your content or apply to your programs.
This approach not only increases the precision of your campaigns but also optimizes your marketing budget by focusing on high-intent audiences. Schools can use predictive targeting to showcase program-specific ads to users who have expressed interest in similar fields, ensuring a personalized and relevant experience.
For instance, promoting STEM programs to students who frequently engage with tech or science content creates a stronger connection and improves conversion rates. Predictive targeting helps schools reach the right students at the right time, making it a highly effective strategy for boosting enrollment outcomes.
4. Develop Interactive Virtual Campus Tours
While in-person visits are valuable, virtual campus tours have become indispensable for reaching international and out-of-state students. These tours should be interactive, incorporating 360-degree views of classrooms, dorms, and recreational facilities.
You can go a step further by integrating live Q&A sessions with student ambassadors or faculty during the tours. This provides a personalized touch and provides the opportunity to share valuable information and address concerns or barriers to enrollment.
Source: University of Toronto | Virtual Campus Tours
Example: The University of Toronto provides detailed, user-friendly virtual tours complete with a menu, high-quality 360-degree imagery, clear audio guidance, and valuable information about student life and available on-campus learning resources.
5. Create Engaging Video Content Across Platforms
Video content continues to dominate online engagement. For this reason, schools that prioritize video marketing see higher application rates, as videos create emotional connections with prospective students. From testimonials and alumni success stories to faculty introductions and campus events, video content humanizes your institution.
Platforms like YouTube, Instagram, TikTok, and LinkedIn offer dynamic opportunities for schools to showcase their programs, campus life, and success stories in ways that resonate deeply with their audience. Videos can humanize your institution, create a sense of community, and provide visual storytelling that goes beyond text and images.
To start, consider the wide variety of video formats available and how each can serve a specific purpose. Short, attention-grabbing reels or TikTok videos are perfect for introducing prospective students to your campus culture or highlighting unique aspects of a program. For example, a day-in-the-life video of a current student studying abroad, participating in research, or preparing for a career in their field can inspire viewers to imagine themselves in similar roles.
Longer-form content, such as YouTube campus tours, faculty interviews, or alumni success stories, allows you to dive deeper into the value of your school and its offerings. Interactive live video events are a powerful tool for real-time engagement. Hosting live Q&A sessions with admissions counselors, students, or alumni provides an authentic look at your institution and builds trust with prospective students.
Leverage platform-specific trends like TikTok’s creative, relatable content to showcase your programs and connect with current student interests. Participating in viral challenges or trending audio can make your school approachable and relevant.
Optimize video formats for each platform—vertical for Instagram Reels and TikTok, horizontal for YouTube and Facebook—and include captions for accessibility. Focus on storytelling by highlighting the journeys of students, faculty expertise, and alumni success to create compelling, relatable content.
Source: TikTok | University of Manchester
Example: Here, the University of Manchester shares authentic, student-generated content that viewers will be able to relate to. This tends to be the most effective video format for fostering community among your student body and deepening your relationships with new leads.
6. Use Chatbots for Instant Engagement
Students today expect instant answers, and chatbots provide a seamless way to meet that demand. AI-powered chatbots can handle common inquiries about admissions deadlines, program details, and financial aid, freeing up your staff for more personalized interactions.
Source: Excel Career College
Example: Here, Excel Career College provides an instant chatbot option for site visitors. The tool asks questions to categorize each interaction, determining what information and resources to share with the user. Chatbots help streamline the enrollment process, particularly at the awareness stage, by providing a convenient way for important questions to be answered.
7. Build a Strong Presence on Review Platforms
Prospective students and their families often rely on online reviews to make decisions. Platforms like Google Reviews and specialized education sites are vital in this regard. Proactively managing your online reputation by encouraging current students and alumni to leave positive reviews can enhance trust and credibility. How can you build a strong public reputation?
To start, addressing negative reviews or complaints with empathy and transparency can significantly improve public perception. Schools should respond promptly to concerns, offering solutions where possible and demonstrating a genuine commitment to student and family satisfaction. A well-handled negative review can turn into an opportunity to show your institution’s dedication to improvement and care.
In addition, fostering community connections can garner a positive reputation and good reviews across various platforms. Parents and local communities play a crucial role in shaping your reputation. Hosting events such as open houses, community service projects, or alumni panels fosters goodwill and positions your school as an integral part of the community. Engaging with parents through newsletters, personalized communication, and parent-specific resources further strengthens relationships and encourages positive word-of-mouth.
Positive reviews can also be amplified by showcasing testimonials and case studies from current students and alumni. Create detailed profiles of students who have achieved their goals through your programs and share their stories on your website, social media, and promotional materials.
8. Offer Personalized Email Campaigns
Email remains one of the most effective tools for nurturing leads and guiding them through the enrollment funnel. Unlike many other channels, email provides a direct line of communication that allows your school to build meaningful connections with your audience over time.
By crafting personalized email campaigns tailored to the unique needs and interests of prospective students, schools can significantly enhance engagement and conversion rates. For instance, including program-specific content that highlights key features, career outcomes, and testimonials from current students or alumni can help prospects visualize themselves succeeding in that program.
Additionally, timely reminders about critical application deadlines, scholarship opportunities, or upcoming events like open houses or webinars create a sense of urgency and keep prospective students actively engaged with the admissions process. When done effectively, personalized email campaigns foster trust and rapport while providing valuable, actionable information that empowers prospective students to make informed decisions about their educational journey.
9. Host Webinars on Trending Topics
Webinars are a fantastic way to showcase your expertise and connect directly with prospective students. Hosting sessions on trending topics like “Careers in Artificial Intelligence” or “How to Finance Your College Education” can position your school as a thought leader in the field. During these sessions, including live interactions with faculty, alumni, or current students makes the experience even more compelling.
Source: The Academy of Applied Pharmaceutical Sciences
Example: The Academy of Applied Pharmaceutical Sciences puts itself at the forefront of pharmaceutical education on a variety of topics that appeal to career-seekers in the field by hosting several educational events each month. Their upcoming workshops and webinars are easy to find on their website. Users can also access recorded webinars.
10. Emphasize Alumni and Career Outcomes
Finally, showcasing the success of your alumni is one of the most compelling ways to attract prospective students. Highlighting career outcomes, such as high employment rates or notable employers, demonstrates the tangible value of your programs.
Showcasing alumni success is one of the most impactful ways to attract prospective students and their families. When students see tangible evidence of career achievements—whether it’s high-profile employers, entrepreneurial ventures, or significant industry contributions—they are more likely to perceive your programs as a pathway to their own aspirations.
Alumni stories provide real-world validation of your school’s value and help prospective students envision their future success. Leverage alumni by creating a dynamic “Alumni Success Wall” on your website or use social media campaigns that highlight diverse career paths. Include those in traditional corporate roles as well as entrepreneurs, creatives, and community leaders to represent a broad spectrum of success. Video testimonials can be particularly powerful, capturing the emotions, challenges, and triumphs of alumni journeys.
Schools can also build relationships between alumni and prospective students through mentorship programs, webinars, or networking events. For instance, hosting a virtual panel featuring alumni working in fields related to your school’s programs provides insights and inspiration for prospective students.
Source: John Cabot University
Example: John Cabot University has an Alumni Ambassadors Program designed to provide mentorship to current students and provide alumni with an interconnected network of fellow graduates and faculty members. Prospects like to know that access to your school’s support and resources doesn’t end at graduation. Like JCU, consider hosting regular events, encourage alumni to share their positive experiences with your institution, and foster mentorship within your culture.
Final Thoughts: Aligning Strategy With Student Expectations
In summary, let’s explore how to write a college recruitment planthat works. Online student recruitment is about building meaningful connections with prospective students. By integrating data-driven insights, focussing on connection and personalization, providing value, and streaming the enrollment process, you can create a cohesive, impactful approach that resonates with students at every stage of their journey, from initial awareness to final enrollment.
At Higher Education Marketing, we specialize in helping schools like yours navigate the complexities of digital recruitment. Let’s work together to create campaigns that inspire, engage, and deliver results!
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Frequently Asked Questions
Question: How to recruit students online in more detail?
Answer: The answer lies in combining data-driven insights, engaging content, and personalized communication to guide students through their enrollment journey.
Question: How to write a college recruitment plan that works?
Answer: Online student recruitment is about building meaningful connections with prospective students. By integrating data-driven insights, focussing on connection and personalization, providing value, and streaming the enrollment process, you can create a cohesive, impactful approach that resonates with students at every stage of their journey, from initial awareness to final enrollment.
An ed-tech consultant writes that a recent article about online completion rates “shows a disturbing disregard for the complexities of education outcomes.”
Earlier this year, I was interested to read RNL’s Generations of Online Learners report, which was produced by cross-tabbing our national survey of (largely) prospective online students by the three primary student generations. There has been greater awareness in recent years of the influence of generational differences in higher education, and this made me interested to explore the perceptions of students by age within our National Online Learners dataset.
These data reflect the responses to the RNL Priorities Survey for Online Learners (PSOL) over the past three academic years (fall 2021 through spring 2024), which now reflects a fully post-pandemic point of view. The total data represents 101,925 student records from 153 institutions. The PSOL asks students to indicate a level of importance and a level of satisfaction on a variety of experiences associated with their online study.
While the standard age categories used in the PSOL don’t exactly line up with the generational parameters, we can get close with these designations:
Age Indicator
Generational Designation
19-24
Gen Z
25-34
Millennial (One)
35-44
Millennial (Two)
45 -54
GenX
Tuition paid is a worthwhile investment
One of the high priority items on the PSOL is the perception of “Tuition paid is a worthwhile investment.”
Tuition paid is a worthwhile investment.
Gen Z
Millennial (One)
Millennial (Two)
Gen X
Importance*
86%
89%
91%
92%
Satisfaction**
62%
67%
71%
76%
*% of students who indicated the item was important/very important **% of students who indicated they were satisfied/very satisfied with this item
While this item is just 6 percent less important to Gen Z students than it is to Gen Xers, Gen Z students are 14 percent less satisfied than the Gen Xers. The older the student, the more likely they are to be satisfied with their tuition investment. What this says to online programs is you may need to more intentionally build the case for the investment of time and resources when you are recruiting and looking to retain Gen Z students (the primary “traditional age” student cohort) than you may need to be when recruiting (and seeking to retain) either Millennials or Gen X online students.
Items of less importance to Gen Z/more important to Gen X
Three other items stand out as being much less important to Gen Z students than they are to Gen X students:
This institution has a good reputation.
Factor to enroll: Reputation of the institution
Source of information: Catalog (online)
Each of these items saw at least 10 percent less importance among Gen Z online students when compared with Gen X.
This could be considered in the reverse: these items are actually more important to older students than they are younger students. If you are an online program that is specifically looking to recruit online learners who are older, you may want to emphasize your overall reputation and include reliable resources that speak to the quality of the education you are providing.
These Gen X ratings may be (at least in part) due to a lack of exposure that this generation had to online learning options when they were younger; they may need more evidence that online learning is an acceptable way to get a degree. In addition, older online students may be more accustomed to reviewing catalogs and expecting to see a complete catalog as an online resource as they are determining their program and direction for course work.
Conversely, the relative lack of concern that Gen Z students give to issues of reputation (likely as a placeholder for “quality” of the program) is likely an indicator of their comfort with the online modality – which for them does not represent something experimental or new. Particularly after the pandemic (and their exposure to online or remote learning) they may not have loved those experiences, but they did become quite comfortable with them.
Five areas where Gen Z students are much less satisfied than Gen X
There were a number of factors for which Gen Z online students indicated satisfaction levels which are 10 percent or more lower than among Gen X online students.
Faculty provide timely feedback about student progress.
Gen Z
Millennial (One)
Millennial (Two)
Gen X
Satisfaction*
66%
71%
73%
76%
*% of students who indicated they were satisfied/very satisfied with this item
The quality of instruction is excellent.
Gen Z
Millennial (One)
Millennial (Two)
Gen X
Satisfaction*
65%
70%
72%
76%
*% of students who indicated they were satisfied/very satisfied with this item
Adequate financial aid is available.
Gen Z
Millennial (One)
Millennial (Two)
Gen X
Satisfaction*
59%
66%
68%
70%
*% of students who indicated they were satisfied/very satisfied with this item
I receive timely information on the availability of financial aid.
Gen Z
Millennial (One)
Millennial (Two)
Gen X
Satisfaction*
64%
72%
74%
74%
*% of students who indicated they were satisfied/very satisfied with this item
This institution responds quickly when I request information.
Gen Z
Millennial (One)
Millennial (Two)
Gen X
Satisfaction*
68 %
76 %
78 %
80 %
*% of students who indicated they were satisfied/very satisfied with this item
These data make it clear that the youngest online students are clearly less satisfied with their experience than are older generations. Note that all respondents are in fully online programs and are not reflecting any of the “emergency remote learning” that occurred during the pandemic – a period that precedes the data collection window. Having said this, these younger students may be more ready to be critical of fully online learning due to possible pandemic-era remote learning experiences. Alternatively, their lifelong exposure to all things online may just make them have higher expectations of their online programs than older students. As we have documented elsewhere, their expectations may be informed by the many other highly personalized and speedy online interactions they have in other spheres of their lives.
The results reflected here provide an opportunity for online programs to consider the student populations they are targeting for recruitment purposes and how they can best retain them through to completion of the program – and thereby maximize their student success outcomes. Targeted initiatives and communication related to these priority areas for younger students may best serve institutions with achieving their goals, recognizing that students in different age groups have different perceptions and perspectives that they bring with them to the higher education experience.
Survey your students
The most relevant and useful data points that will maximize student success are always specific to each institution. For this reason, it is important that institutions (and in this case online programs) need to survey their own student population to identify areas of importance and satisfaction (and dissatisfaction). Once you have data for your own institution (or online program), you can isolate it by various demographics and then target your activities for subpopulations that may be less satisfied with their experience. The work you do to gather student feedback data, to explore it for insights and to use it to inform actions will have the greatest impact on student success.
