Trust in colleges and universities is slipping. Public narratives about higher education are being shaped without institutional input. At the same time, search behaviors that marketing teams have spent years refining are being rapidly overtaken by artificial intelligence and that shift is fundamentally altering how visibility is earned and maintained. If institutions do not begin treating public relations as a strategic imperative they risk being left out of the conversations that define relevance.
The urgency becomes clearer when we look at the data. According to our 2026 Landscape of Higher Education Report, 74% of Americans in 2010 believed college was “very important” to success. By 2025, that number has dropped to just 35%, as shown in Gallup’s latest trend data. Meanwhile, the percentage of people saying college is “not too important” has increased fivefold. These are not isolated shifts in public opinion. They are broad signals that confidence in higher education is diminishing and with it, the sector’s influence in shaping the future workforce and civic landscape. The reality that this is not business as usual, but what comes next, is becoming harder for leadership teams to ignore.
Despite this, many institutions continue to rely on messaging frameworks and digital strategies that were designed for a web environment that no longer exists.
AI Is Rewriting the Rules Quietly and Quickly
Search behavior is evolving at a pace that is difficult to match and artificial intelligence is now redefining what visibility looks like. EducationDynamics’ Q3 2025 data shows that nearly 43% of all Google searches end without a click. In other words, users are getting their answers directly from AI-generated summaries, often without ever reaching an institution’s website.
That change does not diminish the importance of websites or blog content, but it does alter how they function. Pages that were once primary destinations are now source material feeding large language models and search algorithms. The value of that content is not in clicks alone, but in its ability to influence what AI tools surface in response to user questions.
The AI Visibility Pyramid featured in our 2026 Landscape of Higher Education Report illustrates how visibility is earned in this new environment. At its foundation is owned content, which includes blogs, faculty profiles, explainer articles and program pages. These assets contribute essential signals that shape how AI systems understand and rank institutional authority. However, they are not sufficient on their own. They must be elevated and validated through external sources to carry meaningful weight in this ecosystem.
Owned content becomes most effective when it is distributed and linked through credible channels. Media coverage, thought leadership placements and backlinks from high-authority outlets all play a critical role in reinforcing an institution’s visibility and shaping its reputation in the broader information landscape. What matters most is not just what institutions say about themselves, but where and how those messages are repeated, cited and trusted.
The transformational work happening within higher education is substantial, but it is often not reaching the audiences who need to see it most. Whether it is a first-generation student securing a high-impact internship, a research partnership influencing policy or faculty-led innovation with industry implications, these stories are powerful proof points of institutional value. Yet too often, they remain confined within internal channels or are overlooked altogether.
Public relations plays an essential role in ensuring this work does not go unseen. Visibility must be actively cultivated, not assumed. Trust is built not only through consistent messaging, but through third-party validation that reinforces an institution’s credibility and relevance. As AI becomes the first layer of search for many users, the presence of credible, external proof will determine whether institutions are even included in the digital conversation.
The absence of that visibility has consequences. When institutions are not showing up in external media, not being cited in trusted sources and not contributing to narratives beyond their own platforms, they become harder to discover and easier to overlook. That decline in visibility often coincides with declines in public trust, prospective student interest and donor engagement. Reversing those trends begins with being present and recognized in the places that matter most.
For many colleges and universities, that also means grounding PR strategy in data from resources like the EducationDynamics’ Marketing and Enrollment Management Benchmarks, which tracks how visibility, demand and student behavior are shifting across the sector.
Public Relations Is Not a Press Release Function
In many institutions, public relations remains anchored to a traditional calendar of announcements tied to internal milestones. Press releases about new buildings, faculty honors, strategic plans and major gifts continue to dominate the output. While these updates have their place, they rarely break through the broader noise or shift the public narrative in a meaningful way. The same structural constraints that can keep marketing from leading, as we describe in Marketing Can’t Lead If Shackled by Structure, often limit what PR is allowed to be.
Today, public relations must function as a core strategic asset, not a service center. Its value lies in its ability to translate institutional mission and outcomes into public narratives that are credible, compelling and consistent with the institution’s brand. These stories should not be reactive, nor should they be generic. They should be aligned with the brand pillars that define what the institution stands for and where it is headed.
Institutions that claim leadership in areas like social mobility, research innovation or workforce readiness must make those claims evident through the stories they place and the voices they elevate. It is not enough to state the promise. It must be demonstrated through ongoing, credible engagement that reflects those themes in national and regional conversations.
This is where owned content and earned media intersect. Blogs, faculty profiles and campus features continue to matter, but they must be intentionally positioned and supported through media outreach and content distribution that expand their reach.
According to Muck Rack’s 2025 Generative Pulse report, more than 95% of the sources cited by generative AI tools are unpaid. Of those, 27% are journalistic, with the most frequently cited outlets including Reuters, NPR, the Associated Press, The New York Times and Bloomberg. These platforms are not pulling directly from institutional press centers. They are reflecting content that has been validated, shared and linked widely across trusted networks.
For institutions that want to shape public perception, these are the environments where visibility must be earned. That means placing stories where they will be seen, cited and shared. It also means ensuring that those stories reflect the strategic priorities and differentiators that define the institution’s place in a competitive market.
Leaders do not have to guess where to begin. EducationDynamics’ market research solutions and consulting services are built to help institutions translate insight into narrative strategy, then connect that strategy to measurable revenue and reputation outcomes.
Public relations is no longer optional. It is an infrastructure investment in how institutions are discovered, described and believed. It builds the signals that matter most to both human audiences and machine-driven systems. It is not enough to have a good story. It must be findable, credible and aligned with the identity the institution wants to project.
What Leadership Should Do Now
For presidents, CMOs and enrollment leaders, treating PR as infrastructure starts with a few concrete moves:
Audit your external visibility Compare how you are described on your own channels with how you show up in search results, media coverage and AI summaries. Identify the gaps between the story you tell and the story the market sees.
Align PR with brand and enrollment goals Build PR around a small set of institutional themes, such as social mobility, research impact or workforce readiness, that reinforce your brand and support priority programs. Measure success in terms of visibility, inquiry growth and reputation, not just clips.
Prioritize a short list of voices and proof points Elevate a consistent bench of leaders, faculty and partners who can speak to your themes with credibility. Match their stories to concrete outcomes, such as student trajectories, employer partnerships or policy influence.
Resource PR to lead, not just respond Shift PR from a press release calendar to a proactive pipeline of narratives aimed at the outlets, conversations and audiences that matter most. Integrate that work with marketing, enrollment and crisis leadership, as we emphasize in Leadership Matters During Crisis.
These steps move PR from a communications activity to a strategic system that shapes how your institution is discovered and believed.
Leadership Cannot Afford to Miss This Moment
The question is no longer whether an institution is doing meaningful work. It is whether that work is being seen, cited and valued in the right places. Institutions that fail to show up in earned media, in search results and in national conversations are not simply underexposed. They are at risk of becoming irrelevant, not because they have failed to deliver, but because they have failed to be discovered.
The stakes of that visibility gap increase during times of disruption. The same is true for the sector’s own story. EducationDynamics’ In the News presence and Insights hub illustrate how consistent, strategic visibility can reinforce a clear point of view and a challenger mindset in the market.
This is not a short-term communications problem. It is a long-term visibility challenge. For colleges and universities that want to remain vital to the communities they serve, public relations may be one of the most urgent and strategic tools available right now. When PR is aligned with full-funnel marketing services, enrollment strategy and market intelligence, it becomes a force multiplier for both revenue and reputation.
The next wave of prospective students is already taking shape: Generation Alpha, born between 2010 and 2024. They’re poised to become the most digitally fluent, diverse, and tech-immersed generation in history, raised on smartphones, voice assistants, and AI from day one. By 2028, the first Gen Alpha freshmen will be setting foot on college campuses, bringing entirely new expectations for how learning happens and how schools communicate their value.
Here’s the thing: education marketers can’t afford to wait. Gen Alpha’s habits and motivations differ sharply from Millennials or even Gen Z. In this article, we’ll unpack who Gen Alpha is, what drives their choices, and why institutions must start adapting their recruitment strategies now.
Drawing on Higher Education Marketing (HEM)’s latest research and webinar insights, we’ll introduce our recommended “PAC” framework, Platform, Algorithm, Culture, a model designed to help schools reach Gen Alpha effectively. We’ll also explore strategies like dual-audience messaging (targeting both students and their Millennial parents), along with content tactics centered on authenticity, user-generated content (UGC), answer-first communication, and AI-ready web experiences.
These ideas will be grounded in real-world examples, from universities using Roblox campus tours to schools experimenting with Snapchat AR lenses, and illustrated through HEM client success stories across K–12, language, and higher education sectors.
By the end, you’ll have a clear roadmap to engage both Gen Alpha and their parents through an integrated approach that connects CRM lead nurturing, SEO, social media, and multilingual content into a cohesive next-gen recruitment strategy.
Let’s dig into what makes Generation Alpha unique and how your institution can get ready now.
Who Is Generation Alpha?
Generation Alpha refers to children born between 2010 and 2024. They are the first cohort raised entirely in the 21st century, often called the first true digital natives.
From iPads in the crib to AI assistants in the living room, Gen Alpha has never known life without touchscreens or high-speed internet. Many learned to navigate apps and streaming platforms before they could read, making technology an effortless part of everyday life.
Early experiences with remote and hybrid learning have also shaped them. Even in primary school, they joined online video classes, used learning apps, and explored online games, giving them a comfort with digital learning that feels natural.
Raised largely by Millennial parents, Gen Alpha is globally minded and culturally diverse. They are aware of issues like climate change and social justice, value inclusivity, and seek purpose in education.
Their aspirations are high, and so are their expectations. They and their parents will assess the return on investment of higher education carefully. College decisions will be shared within the family, meaning recruitment messages must appeal to both the student and the parent.
Gen Alpha’s Behavior, Media Use, and Decision Drivers
To connect with Generation Alpha, institutions need to meet them on their terms. Let’s look at how they interact with media, information, and the factors shaping their decisions.
Authenticity Over Polish
Gen Alpha can spot inauthenticity a mile away. Surrounded by social media from birth, they value honesty over gloss. Highly produced marketing materials feel distant to them; real voices earn trust. Peer content matters more than official content, and a student’s testimonial filmed on a phone will often outperform a polished promo video. Schools that feature current students or young alumni as micro-influencers tend to resonate most. A student-led TikTok dorm tour, for instance, can do more to inspire confidence than a scripted campus video.
Short-Form Video and Shared Screens
Raised on YouTube and TikTok, Gen Alpha consumes information in quick bursts. They use short-form videos to learn, discover, and be entertained. Yet, they also share viewing time with family, watching longer videos together on smart TVs. This dual habit creates an opportunity for schools to publish family-friendly content on YouTube while using TikTok or Instagram Reels for short, high-impact storytelling.
Social Means Conversational and Interactive
Gen Alpha doesn’t just scroll; they participate. They use Snapchat for authentic chats and AR filters for creative expression. Gaming worlds such as Roblox and Minecraft double as social spaces where they collaborate and build together. This generation expects to engage, not just observe. Recruitment content should invite participation through polls, challenges, or interactive Q&As rather than simply broadcasting messages.
Digital-Native, but Still Campus-Curious Although they are digital natives, Gen Alpha still craves real-world experiences. Campus visits remain important, but they expect them to be hands-on and immersive. They want to test a lab, attend a mini class, or pilot a drone. For them, visiting campus feels like trying on an experience to see if it fits. Schools should design events that blend physical and virtual engagement to appeal to this tactile curiosity.
Instant Answers and Micro-Decisions This generation grew up with instant search and voice assistants. They want quick, direct answers, not lengthy explanations. They prefer content structured as questions and answers, such as “What scholarships does this college offer?” followed by a concise response. This approach supports both their research style and the shift toward AI-driven search engines that prioritize clear, digestible information.
Values-Driven and Proof-Oriented Gen Alpha deeply cares about social impact. Issues such as sustainability, inclusion, and mental health influence their decisions. However, they don’t take claims at face value. They expect evidence through authentic stories, real programs, and visible results. Institutions that demonstrate genuine action, rather than marketing slogans, will earn their trust.
Bottom line: Gen Alpha lives online but thinks critically. They move fast, multitask across screens, consult their parents, and expect authenticity at every turn. To earn their attention and trust, institutions must create marketing that is honest, interactive, and evidence-based.
Why Institutions Must Start Preparing Now
Why should institutions start preparing now? It might seem like there’s still time before Generation Alpha reaches college. The oldest are only about 15 or 16 today, but the time to prepare is now.
The Oldest Are Already in High School
Those born in 2010 are entering the college research phase alongside their Millennial parents. By 2028, they’ll be enrolling in universities. For K–12 private schools, Gen Alpha isn’t the future; they’re your current students. Enrollment strategies, open houses, and outreach events already need to align with their digital-first expectations.
Strategy Shifts Take Time
Building authentic social channels, redesigning content ecosystems, and integrating CRM workflows can’t happen overnight. Starting now means time to test and refine. Schools experimenting with TikTok, YouTube Shorts, or AI-powered content today will lead the field when Gen Alpha applications surge.
Gen Z Is the Bridge
Current college students have already pushed institutions to modernize through video storytelling and social media. Those adaptations laid the groundwork. Now, Gen Alpha’s shorter attention spans and AI fluency require schools to go further. If you’ve successfully reached Gen Z, you’re ahead. If not, there’s catching up to do.
Early Adopters Will Stand Out
Institutions that embrace next-gen tactics, from interactive chat tools to UGC-driven campaigns and dynamic FAQ hubs, will gain a visible edge. These schools appear more innovative and student-centered to both teens and parents.
Parent Expectations Are Rising Too
Millennial parents expect quick, personalized communication. Text alerts, Instagram Live Q&As, and ROI-focused content all resonate. Preparing now allows you to fine-tune messaging for both audiences: students and parents.
In short, every admissions cycle will include more Gen Alpha students. The strategies that worked for Millennials and Gen Z must evolve now, and Higher Education Marketing (HEM) is ready to help institutions future-proof recruitment.
HEM’s Next-Gen Recruitment Strategies: The PAC Framework and Beyond
At Higher Education Marketing (HEM), our research into Generation Alpha’s habits has led to the development of the PAC Framework, short for Platform, Algorithm, Culture. This model helps institutions design content and campaigns that genuinely connect with Gen Alpha and get noticed in today’s media environment. Around PAC, we integrate complementary tactics such as dual-audience messaging, authenticity systems, answer-first content, immersive campus experiences, and AI search optimization.
1. Platform: Go Where Gen Alpha Is
It sounds simple, yet many institutions still miss this step. “Platform” means existing where Gen Alpha spends their time, on platforms like TikTok, YouTube, Snapchat, or even Roblox. Don’t just create accounts; learn how each ecosystem works. What’s trending? What humor or language feels native? Explore these platforms like a student would. Then decide how your institution should engage, through creator collaborations, banner placements, or sponsored events. The key is to meet students where they are, not where you’re comfortable.
Example: Florida International University (USA): FIU has adopted TikTok to connect with Gen Alpha, where they spend their time. FIU’s social team went viral by leveraging a trending audio challenge on TikTok aimed at students hoping to excel on their midterms. The result was a TikTok that garnered over 10 million views and 1.46 million engagements, demonstrating how being present on Gen Alpha’s favorite platforms can massively boost reach.
Algorithms decide who sees your content. Success depends on understanding how each platform’s system rewards engagement. On TikTok, videos with high watch time and early comments rise quickly. On Google, structured Q&A pages and strong metadata perform best. Research shows attention spans among younger audiences now average two to three seconds. Lead with a hook, such as a bold question, emotion, or relatable visual. Keep captions tight and content shareable. Treat the algorithm like a person you need to impress fast.
Example: Colorado State University (USA): CSU has strategically designed content to please each platform’s algorithm and grab attention within seconds. Seeing the rise of TikTok’s algorithm-driven “For You” feed, CSU shifted heavily to short-form vertical video and front-loaded content with hooks. The social team launched an official TikTok in 2022 with a “non-manicured” approach: four student creators post 4–5 raw, authentic videos per week. This consistency and emphasis on trending audios and quick, relatable hooks led to about 130,000 video views and 12,000 engagements per month on CSU’s TikTok. By tailoring content format (e.g., snappy cuts, engaging captions) to each platform’s algorithmic preferences, CSU ensures its posts get maximum distribution in Gen Alpha’s feeds.
Culture is where authentic connection happens. Gen Alpha responds to real voices, humor, and values. Collaborate with students to produce takeovers, TikToks, or short vlogs. Reflect diversity and align with current conversations. Join cultural moments carefully, whether that’s referencing a popular meme or spotlighting sustainability initiatives. Imperfection, such as a slightly unpolished student video, signals truth and authenticity.
As HEM puts it, algorithms get you seen, but culture gets you remembered. Using PAC as a creative checklist ensures your marketing is visible, relevant, and real.
Because Generation Alpha’s education decisions will be co-driven by their Millennial parents, Gen Alpha student recruitment messaging must speak to both audiences at once. HEM’s approach, dual-audience messaging, ensures every touchpoint, from websites to ads, connects with both teens and parents in harmony.
For Students
Gen Alpha students care about community, creativity, and experience. They’re asking, “Will I fit in? Will this be exciting?” Highlight student life, clubs, and hands-on learning opportunities through visuals and peer perspectives. Use quotes or short video clips from current students discussing campus life or real projects. Peer voice matters more than institutional formality; a student testimonial will always carry more weight than a dean’s welcome.
For Parents
Millennial parents want reassurance. Their questions are about safety, credibility, and ROI. Showcase graduation rates, career outcomes, accreditation, and alumni success stories. Include details on support services, mental health resources, and campus security. Demonstrating both value and care builds confidence.
How to Integrate Both
Every major recruitment asset should serve both audiences. You can segment sections (“For Students” vs. “For Parents”) or blend them seamlessly. For instance, a video might open with student testimonials, transition into outcomes and parental perspectives, and end with a message that resonates with both.
Action Step: Audit your current materials for balance. Ensure students feel inspired and parents feel assured.
Example: Queen Anne’s School (UK): This independent girls’ school in England structures every recruitment touchpoint to speak to both Gen Alpha students and their millennial parents in tandem. For example, Queen Anne’s hosts Open Mornings that explicitly cater to “you and your daughter.” During these events, girls sample classes and campus life (answering the student’s “Will I have fun and fit in?”), while parents tour facilities and hear the Head’s vision for the school (addressing the parents’ concerns about values and outcomes). The school offers a wide range of visit options – from personal family tours to student “taster days” where 11–13 year olds spend a day on campus – ensuring both audiences are engaged.
3. Establish an “Authenticity System” (UGC and Influencers)
For Generation Alpha, authenticity is the ultimate trust signal. To deliver it consistently, HEM recommends building an Authenticity System, a structured process that continuously produces genuine, student-driven content.
User-Generated Content (UGC) Cadence
Plan for a steady flow of unpolished, real moments. Repost student photos or short TikToks weekly to show campus life through their eyes. Campaigns like #MyCampusMondays, where students share everyday snapshots, keep your content authentic and current. The goal is to make sure that whenever a Gen Alpha prospect visits your social channels, they see real students, not PR gloss.
Student Ambassadors and Creators
Empower students to take part in marketing. Invite ambassadors or micro-influencers to run Instagram takeovers, film vlogs, or stream events. These voices carry credibility because they feel peer-to-peer, not top-down. As HEM research shows, student creators can dramatically increase engagement by making your institution feel accessible and alive.
Authentic Voice and Visuals
Encourage content that sounds natural and looks real. A video filmed on a phone, with casual language or inside jokes, often performs better than a polished shoot. Include candid photos or unscripted clips, authenticity over perfection every time.
Integrate Authentic Content Across Channels
Don’t let UGC live in isolation. Embed student testimonials, quote cards, or video clips directly on program or FAQ pages. Pairing factual info with real student stories creates a persuasive one-two punch.
In short, authenticity shouldn’t happen by accident, it should already be built into your system.
Example: Colorado State University (USA): CSU has built a systematic pipeline for authentic, student-driven content. After officially launching its TikTok, CSU deliberately adopted a “raw” content style – no slick ads, just students with smartphones. It set up a core group of student content creators who post unfiltered clips multiple times a week, giving a continuous stream of real campus moments. In addition, CSU regularly reposts user-generated content from students: from dorm room mini-blogs to everyday campus snapshots. Every week, prospective Gen Alpha students checking CSU’s socials will see new posts by their peers, not just the PR team. By baking student UGC into the content calendar, CSU continuously projects an honest, peer-to-peer voice that Gen Alpha trusts.
4. Embrace Answer-First Content and AI Search Readiness
Generation Alpha searches differently. They ask full questions and expect immediate, concise answers. To connect with them and perform well in AI-driven search, schools need an answer-first content strategy.
Build Q&A Hubs
Create web pages organized by questions and answers, not long paragraphs. For example:
What hands-on experiences will I get in the Nursing program?
What are the career outcomes for graduates? This structure helps both humans and AI bots find what they need quickly. HEM calls these “answer-first hubs,” expanded FAQ-style pages covering dozens of micro-questions. Use data from inquiries and chats to identify what prospects ask most often.
Add Video and Micro-Content
Gen Alpha prefers short, visual responses. Embed 30–60 second video answers from students or staff directly on your pages. A student selfie explaining “What’s the first-year experience like?” feels more authentic than text alone. For parents, include short clips addressing safety or support topics. Repurpose each Q&A across platforms like YouTube Shorts or Reddit for added reach.
Implement Structured Data
Make content machine-readable. Adding FAQ schema markup tells Google and AI assistants what each Q&A covers, improving visibility in featured snippets and AI chat results. HEM research shows this can increase AI-driven visibility by up to 30%.
Write for Voice and Natural Language
Use conversational phrasing such as “How do I apply for financial aid?” instead of standard titles. Ensure each answer short but complete, ideal for AI summaries or voice assistants. Schools already applying this approach have seen measurable boosts in organic traffic and “People Also Ask” placements.
Bottom line: think like an answer engine. Gen Alpha asks questions, so make sure your content answers first.
Example: Cumberland University (USA): Cumberland makes information instantly accessible by structuring its admissions content around questions and direct answers. Its website features a comprehensive Admission FAQs hub that compiles “our most frequently asked questions to help you find the answers you need quickly”. Prospective students and parents can click categories like Undergraduate, Graduate, International, etc., and find dozens of bite-sized Q&As (e.g., “What are the application requirements?”, “Is there housing for freshmen?”). Each answer is concise and written in plain language – perfect for Gen Alpha’s tendency to ask full questions in Google or AI assistants. By adopting this answer-first approach (instead of burying info in long paragraphs), Cumberland not only improves user experience but also boosts its visibility on search engines. Many of its FAQ entries use structured data markup, so they often appear as featured snippets or “People Also Ask” results on Google.
5. Treat Your Campus as a Product: Demos and Immersive Experiences
For Generation Alpha, choosing a school feels like choosing a lifestyle brand. They want to experience it before committing. That’s why HEM recommends marketing your campus like a product demo, through in-person and virtual experiences that let students and parents “test-drive” what you offer.
Creator-Hosted Events
Make campus events hybrid and interactive. Invite student creators to livestream open houses or campus days on TikTok, YouTube, or Instagram Live. A student host with a GoPro or phone camera gives the experience authenticity and energy. Let online viewers ask questions in real time while seeing dorms, labs, or the dining hall rush. It’s immersive, engaging, and feels like hanging out with a trusted peer.
Hands-On Campus Trials
When prospects visit in person, let them participate. Replace passive tours with interactive demos, mini labs, culinary workshops, or creative challenges. Some schools have gamified tours, turning them into scavenger hunts or student-led challenges. Participation builds emotional connection and makes visits memorable.
Augmented Reality (AR) and Virtual Worlds
Add AR filters or lenses during events to blend play with information. Imagine scanning a building to reveal fun facts or seeing your mascot in AR. Schools like Kent State University have used Snapchat AR lenses to boost engagement while lowering recruitment costs.
Take it further by creating virtual campuses in platforms like Roblox or Minecraft. Students can explore, play, and imagine life at your school long before applying.
Use Existing Tools
360° tours and virtual events on platforms like YouVisit or CampusTours make immersion easy.
The goal is to let Gen Alpha see themselves on campus. When they can explore, touch, and interact, even virtually, they’re far more likely to enroll.
Examples: Kent State turned its campus into an interactive product demo via augmented reality on Snapchat. In a pioneering campaign (the first of its kind in higher ed), Kent State built a custom AR lens that let prospective students virtually “try on” a piece of the college experience – in this case, placing a Kent State graduation cap on their heads, tassel and all. Users could move and see the tassel shake, and with one tap, were prompted to “apply to the university” right from Snapchat. This immersive lens was deployed to Snapchatters aged 16–18 in Kent State’s key recruiting regions. The results were astounding: engagement soared, and the AR campaign achieved a cost-per-application 24% lower than the university’s goal.
University of Sussex (UK): At Sussex, students themselves have helped create a virtual campus that anyone can explore – effectively offering a perpetual, gamified open house. In 2024, a Sussex Computer Science student led a project to recreate the entire university campus in Minecraft, block by block. Using satellite data, the team imported ~1.4 km² of campus into the game (over 19 million blocks), achieving a 1:1 scale replica of Sussex’s buildings and grounds. Now, a group of 20+ students (and even alumni) is collaboratively adding interiors and details to bring it fully to life.
6. Integrate CRM, SEO, Social Campaigns, and Multilingual Content
Creating next-gen content for Generation Alpha is only half the battle. To convert attention into enrollment, schools need to align these tactics with the systems that power modern digital marketing. Here’s how HEM integrates CRM, SEO, social media, and multilingual strategy into a single recruitment engine.
CRM for Lead Nurturing
A robust education CRM is essential for tracking Gen Alpha inquiries and engaging them across multiple touchpoints—social DMs, event sign-ups, web forms, and more. Automated workflows can send personalized follow-ups instantly, such as a welcome video from a student ambassador or a link to a virtual Q&A. HEM often implements Mautic or HubSpot to manage this process. The result: faster responses, stronger engagement, and less manual work. Segment Gen Alpha students and their parents into complementary streams—student-life content for one, academic and ROI-focused messaging for the other.
Example: Michael Vincent Academy: Michael Vincent Academy, a private career school in Los Angeles, partnered with HEM to deploy a customized Mautic CRM for student recruitment. “It’s essential that we work smarter, not harder. The HEM Mautic CRM helps us do that,” said Tally B. Hajek, the academy’s CEO. HEM’s CRM solution automated key marketing workflows (such as follow-ups with prospective students) and provided reports to track lead progress and team activities. The system also included a lead-scoring mechanism to identify and prioritize high-value leads, ensuring staff focus on serious, good-fit applicants. As a result, core recruitment processes became automated, allowing the admissions team to spend more time building personal connections with prospects.
All that great content needs visibility. Use SEO to make it discoverable through optimized site structure, keyword strategy, and internal linking. Develop content clusters, interconnected pages and blogs built around key topics, to boost authority. HEM’s SEO overhauls have helped clients like Cumberland College achieve double-digit growth in organic traffic. Technical SEO, schema markup, and fast mobile performance are nonnegotiable for Gen Alpha’s on-demand expectations.
Social Media Campaigns
Meet Gen Alpha where they live: TikTok, YouTube, Snapchat, and Instagram. Blend organic storytelling with paid targeting. Use TikTok Spark Ads or Snapchat placements to amplify authentic student content that already performs well. Combine this with parent-focused Facebook and Google campaigns for a full-funnel strategy. HEM’s campaign for Queen Anne’s School used this dual approach, improving conversion rates from inquiry to enrollment.
Multilingual and International Reach
Gen Alpha is global. Translate or localize key pages and ads to reach families in multiple languages. Include subtitles, translated summaries, and multilingual SEO to capture diverse search traffic. HEM’s work with Wilfrid Laurier University demonstrated that localized messaging in Portuguese and Spanish drove stronger ROI in international markets.
Integrating these elements (CRM, SEO, social, and multilingual content) creates a seamless ecosystem that attracts, nurtures, and converts Gen Alpha prospects efficiently. It’s how institutions move from generating attention to generating results.
Actionable Takeaways for Reaching Gen Alpha
Generation Alpha may still be young, but the time to reach them is now. To connect authentically, schools must meet them where they are and communicate in ways that feel human, immediate, and real.
Be present on the platforms they love, such as YouTube, TikTok, Snapchat, and even gaming spaces, featuring student creators who speak their language. Empower current students and recent graduates to share their stories, building trust through authenticity.
Balance messaging for both students and parents, addressing excitement and reassurance in equal measure. Adopt an answer-first content model using structured FAQs and schema to increase visibility in AI and voice search. Treat campus tours like product demos, creating interactive, hands-on, or virtual experiences that bring your institution to life.
Finally, measure what matters by tracking engagement, conversions, and insights from data to refine continuously. Above all, stay authentic and adaptable. The institutions that start now will lead the next generation of recruitment success.
Frequently Asked Questions
Question: Who is Generation Alpha?
Answer: Generation Alpha refers to children born between 2010 and 2024. They are the first cohort raised entirely in the 21st century, often called the first true digital natives.
Question: Why should institutions start preparing now?
Answer:Institutions must start preparing now because Generation Alpha is already entering the college decision phase, and adapting strategies early allows schools to refine digital, authentic, and parent-inclusive recruitment approaches before their enrollment surge.
With the new school year now rolling, teachers and school leaders are likely being hit with a hard truth: Many students are not proficient in reading.
This, of course, presents challenges for students as they struggle to read new texts and apply what they are learning across all subject areas, as well as for educators who are diligently working to support students’ reading fluency and overall academic progress.
Understanding the common challenges students face with reading–and knowing which instructional strategies best support their growth–can help educators more effectively get students to where they need to be this school year.
Understanding the science of learning
Many districts across the country have invested in evidence-based curricula grounded in the science of reading to strengthen how foundational skills such as decoding and word recognition are taught. However, for many students, especially those receiving Tier 2 and Tier 3 interventions, this has not been enough to help them develop the automatic word recognition needed to become fluent, confident readers.
This is why coupling the science of reading with the science of learning is so important when it comes to reading proficiency. Simply stated, the science of learning is how students learn. It identifies the conditions needed for students to build automaticity and fluency in complex skills, and it includes principles such as interleaving, spacing practice, varying tasks, highlighting contrasts, rehearsal, review, and immediate feedback–all of which are essential for helping students consolidate and generalize their reading skills.
When these principles are intentionally combined with the science of reading’s structured literacy principles, students are able to both acquire new knowledge and retain, retrieve, and apply it fluently in new contexts.
Implementing instructional best practices
The three best practices below not only support the use of the science of learning and the science of reading, but they give educators the data and information needed to help set students up for reading success this school year and beyond.
Screen all students. It is important to identify the specific strengths and weaknesses of each student as early as possible so that educators can personalize their instruction accordingly.
Some students, even those in upper elementary and middle school, may still lack foundational skills, such as decoding and automatic word recognition, which in turn negatively impact fluency and comprehension. Using online screeners that focus on decoding skills, as well as automatic word recognition, can help educators more quickly understand each student’s needs so they can efficiently put targeted interventions in place to help.
Online screening data also helps educators more effectively communicate with parents, as well as with a student’s intervention team, in a succinct and timely way.
Provide personalized structured, systematic practice. This type of practice has been shown to help close gaps in students’ foundational skills so they can successfully transfer their decoding and automatic word recognition skills to fluency. The use of technology and online programs can optimize the personalization needed for students while providing valuable insights for teachers.
Of course, when it comes to personalizing practice, technology should always enhance–not replace–the role of the teacher. Technology can help differentiate the questions and lessons students receive, track students’ progress, and engage students in a non-evaluative learning environment. However, the personal attention and direction given by a teacher is always the most essential aid, especially for struggling readers.
Monitor progress on oral reading. Practicing reading aloud is important for developing fluency, although it can be very personal and difficult for many struggling learners. Students may get nervous, embarrassed, or lose their confidence. As such, the importance of a teacher’s responsiveness and ongoing connection while monitoring the progress of a student cannot be overstated.
When teachers establish the conditions for a safe and trusted environment, where errors can occur without judgment, students are much more motivated to engage and read aloud. To encourage this reading, teachers can interleave passages of different lengths and difficulty levels, or revisit the same text over time to provide students with spaced opportunities for practice and retrieval. By providing immediate and constructive feedback, teachers can also help students self-correct and refine their skills in real time.
Having a measurable impact
All students can become strong, proficient readers when they are given the right tools, instruction, and support grounded in both the science of learning and the science of reading. For educators, this includes screening effectively, providing structured and personalized practice, and creating environments where students feel comfortable learning and practicing skills and confident reading aloud.
By implementing these best practices, which take into account both what students need to learn and how they learn best, educators can and will make a measurable difference in students’ reading growth this school year.
Dr. Carolyn Brown, Foundations in Learning
Dr. Carolyn Brown is the co-founder and chief academic officer of Foundations in Learning, creator of WordFlight. Dr. Brown has devoted her career to ongoing research and development that targets underlying learning processes to optimize language and literacy development for all students.
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You’ll often hear two words come up in advising sessions as students look ahead to college: match and fit. They sound interchangeable, but they’re not.
Match refers to what colleges are looking for from students. It’s mostly determined by admissions requirements such as GPA and test scores, and in some cases, other criteria like auditions, portfolios, or athletic ability. Fit is more of an art than a science; it refers to what the student is looking for in a college, including personal preferences, social and cultural environment, financial factors, and academic offerings. When we talk to students about college fit, it’s an opportunity for them to ask themselves whether they like what a certain institution offers beyond being admitted.
In the college admissions process, both terms matter. A strong match without a good fit can leave a student disengaged and negatively affect their chances of graduating from college. Nearly a quarter of undergraduate freshmen drop out before their second year, and it seems likely to me that a lot of these cases boil down to bad fits. On the other hand, a great fit that isn’t a match could be difficult for admission in the first place, and if a student is admitted anyway, the rigorous coursework they encounter might be more than they’re ready for. To maximize postsecondary success, advisors, families, and students alike should fully understand the difference between match and fit and know how to approach conversations about each of them.
Match: Reach, target, and solid
As I’ve worked with advisors over the years, one of the best ways we’ve found to guide students on match is using the categories of “Reach,” “Target,” and “Solid” schools. We can determine which schools belong to what category using the data that colleges share about the average incoming GPAs and test scores of admitted classes. Typically, they report weighted GPAs and composite test scores from the middle 50 percent of accepted applicants, i.e., from the students who fall anywhere from the 25th to 75th percentile of those admitted.
Reach: These are schools where admission is less likely, either because a student’s test scores and GPA are below the middle 50 percent or because the school traditionally admits only a small percentage of eligible applicants.
Target: These are schools where either GPA or test scores fall in the middle 50 percent of admitted students.
Solid: These are schools where students are well within the middle 50 percent for both GPA and test scores.
Building a balanced college list across these categories is essential in the college planning process. Often, I see high-achieving students over-index on too many Reach schools, which may make it hard for them to get accepted anywhere on their list, simply because their preferred schools are ultra-selective. Meanwhile, parents and guardians may focus heavily on fit and overlook whether the student actually meets the college’s admission criteria. Advisors play a key role in keeping these data-informed conversations grounded with the goal of a balanced list of college options for students to pursue.
The importance of early planning
Timing matters. In general, if you meet with students early enough, conversations about fit are productive, but if you’re meeting with students for the first time in their senior year, the utmost priority should be helping them build a balanced list. Ideally, we want to avoid a situation where a student thinks they’re going to get into the most competitive colleges in the country on the strength of their GPA and test scores, only to find out that it’s not that easy. If advisors wait until senior year to address match, students and families may already have unrealistic expectations, leading to difficult conversations when options are limited.
On the other hand, we would stress that although GPA is the factor given the most weight by admissions offices, there are ways to overcome match deficits with other elements of a college application. For instance, if a student worked part-time to support their family or participated in co-curricular activities, colleges using holistic review may see this as part of the student’s story, helping to balance a GPA that falls outside the typical range. These experiences highlight a student’s passions and potential contributions to their chosen major and campus community. We don’t want students to have unrealistic expectations, but we also shouldn’t limit them based on numbers alone.
In any case, advisors should introduce both match and fit concepts as early as 9th grade. If students have a specific college in mind, they need to be aware of the match requirements from the first day of freshman year of high school. This allows students to plan and track academic progress against requirements and lets families begin exploring what kind of environment, resources, and financial realities would make for the right fit.
Fit: A personal process
Once match is established, the next step is making sure students ask: “What do I want in my college experience?” The answers will involve a wide range of factors:
Institutional type: Public or private? Small liberal arts college or large research university?
Academic considerations: What majors are offered? Are there study abroad programs? Internship opportunities?
Student life: What is the student body like? What kind of extracurriculars, sports, and support services are offered? Are there fraternities and sororities? What is the campus culture?
Affordability: What financial aid or scholarships can I expect? What is the true net cost of attendance?
Outcomes: What a student hopes to gain from their postsecondary experience, including specific degrees or credentials, career preparation, financial benefits, personal growth, and skill development.
Fit also requires conversations within families. I’ve found that open communication can reveal misunderstandings that would otherwise falsely limit students’ options. Sometimes students assume their parents want them close to home, when in fact, parents just want them to find the right environment. Other times, families discover affordability looks very different once they use tools like free cost calculators. Ongoing dialogue about these topics between advisors, students, and families during the high school years helps prepare for better decisions in the end.
Bringing it all together
With more than 4,000 colleges and universities in the U.S. alone, every student can find a college or university that aligns with their goals and abilities. Doing so, however, is both an art and a science. Advisors who help families focus on both dimensions, and start the conversation early, set students up to receive those treasured acceptance letters and to thrive once they arrive on campus.
For school districts developing their proficiency in postsecondary readiness factors, like advising, there is an increasing amount of support available. For one, TexasCCMR.org, has free guidance resources to strengthen advising programs and other aspects of college and career readiness. While Texas-focused, many of the insights and tools on the site can be helpful for districts across the country in building their teams’ capabilities.
Donald Kamentz, Contigo Ed
Donald Kamentz is a skilled facilitator and education consultant utilizing his diverse experiences in both non-profit management and K-12 education to help organizations best serve all student populations. As the Founder and CEO of Contigo Ed, Donald Kamentz brings his over 30+ years of diverse experiences and passion for working in the postsecondary access and success arenas. He has been a member of both the National Association of College Admission Counseling (NACAC) and the Texas Association for College Admission Counseling (TACAC) since 1999.
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As summer wraps up, education marketers everywhere know what’s next? The back-to-school rush. It’s that time when inboxes fill up, campaigns go live, and every message counts. This season isn’t just about new classes or fresh notebooks; it’s the start of a new student recruitment marketing cycle, a chance to re-engage current students, attract new ones, and build momentum for the year ahead.
In a competitive space like higher education, you can’t rely on luck. You need a clear, intentional strategy that speaks directly to your students and stands out in a noisy market. Whether you’re a career college, university, or language school, this is the chance is to set the tone and build lasting connections.
In this playbook, you’ll find practical, proven back-to-school marketing strategies for success. From personalized outreach and short-form video to smart content planning and accessible design, consider this your guide to an A+ marketing season.
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Audit Last Year’s Campaigns and Set SMART Goals
Before launching any new campaign, take a breath and look back. What worked in your student recruitment marketing last year, and what didn’t? Pull up your analytics and dig deep into the data: conversion rates, click-through rates (CTR), engagement metrics, and ROI for every channel. If your online open house had strong attendance but few follow-up applications, ask why. If your email series saw above-average opens, figure out what made it work: was it timing, tone, or topic?
Use these insights to set SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound. Avoid vague aims like “increase applications.” Instead, go for something concrete, like “increase undergraduate application starts by 15% by the end of Q3.”
Why is it important for schools to audit previous marketing campaigns before launching new ones? Auditing past campaigns helps schools understand their previous recruitment efforts. By analyzing data such as click-through rates, conversion rates, and ROI, institutions can set SMART goals for the new academic year. This ensures resources are directed toward tactics that actually drive inquiries, applications, and enrollments instead of repeating ineffective strategies.
Example: City School District of Albany (NY) The district undertook a comprehensive communications audit with the National School Public Relations Association, reviewing all print and digital outreach. The 2024 audit report identified strengths and challenges and led to specific 2024–25 implementation goals, for example, hiring a new school communications specialist and streamlining internal communication protocols. These SMART goals were directly tied to audit recommendations, ensuring measurable improvements in engagement and consistency.
Tactical Tip: Create a simple scorecard or dashboard with last year’s metrics and this year’s goals. Track results on a weekly or monthly basis, and adjust tactics as needed. Data-driven agility is your best advantage.
Personalize Your Outreach to Prospective Students
Personalization should already be part of your strategy. Between 70 – 80% of students now expect it from schools. The back-to-school period is the perfect time to show you understand each prospect’s needs.
Start with your CRM data. Segment audiences by program, location, or funnel stage, then tailor messages accordingly. Send unfinished applicants a quick “deadline reminder” email, while offering current students a “Welcome Back” guide. Both feel personal and drive engagement.
Your website can do this too. Dynamic banners or content blocks that change by visitor type make a big impact. Tools like HubSpot, Slate, or Mautic by HEM help automate it all, even inserting names or programs into messages.
Example: University of Idaho. To personalize outreach at scale, U of I introduced AI-driven personalized video messages for prospective students during the 2024 recruitment cycle. Applicants received videos addressing them by name, hometown, and academic interest, creating a one-to-one connection. This individualized approach was added on top of existing personalized print and email campaigns. The results were impressive: emails containing the personalized video links saw a 45% open rate (versus 24% for standard emails), and the university reported higher application and admission rates across all student segments after launching over ten such video campaigns.
How can educational institutions use personalization to improve student engagement? Personalization allows schools to communicate directly to a student’s interests, program choices, and stage in the admissions funnel. Using CRM and marketing automation tools like Mautic by HEM, teams can segment audiences, send customized emails, and display dynamic website content based on visitor data. When prospective students receive tailored messages, like deadline reminders or personalized welcome guides, they’re more likely to respond, apply, and enroll.
Tactical Tip: Gather preferences early through short surveys (“What’s your dream career?”). Feed those insights into your campaigns, and when prospects see content that matches their interests, they’re far more likely to apply or enroll.
Engage Through Video and Social Media Content
Currently your audience is scrolling, and fast. Gen Z and Gen Alpha spend hours on TikTok, Instagram, and YouTube, where video dominates. In fact, video now makes up more than 80% of all internet traffic, so if it’s not central to your strategy, you’re already behind.
Show what campus life feels like. Create short videos that capture move-in day buzz, a lively lab session, or the roar of the first football game. Student testimonials and livestreamed Q&As work especially well because they’re authentic and emotional, two things today’s viewers respond to.
Your social media profiles are your school’s digital storefront. Keep them fresh with “Day in the Life” takeovers, campus challenges, and UGC that shows students’ real experiences. Repost their content (with credit) to build authenticity. Even micro-influencers (popular students or alumni) can amplify your reach organically.
Use social media to build community, too. Create incoming class groups groups on Facebook or Discord where students connect before arriving, or run quick Instagram polls (“What are you most excited about this fall?”) to boost engagement.
Example: University of Minnesota. The university kicked off the 2024 academic year with an energetic “Welcome Back to School 2024” video message from the new president, Dr. Rebecca Cunningham. Shared on the official UMN YouTube channel and social media, the video welcomes students and faculty to campus and sets an enthusiastic tone for the year. This engaging content, featuring the president and campus scenes, was used to boost school spirit online and was widely viewed and shared within the community.
What role do video and social media play in back-to-school marketing? Video and social media are now essential tools for reaching Gen Z and Gen Alpha students. Platforms like TikTok, Instagram, and YouTube are where prospective students spend most of their time, making short-form, authentic videos key to capturing attention. Schools can share move-in day highlights, “Day in the Life” student takeovers, or live Q&As to showcase campus life and build emotional connections with their audience before the academic year begins.
Tactical Tip: Format videos for each platform: vertical and under 60 seconds for TikTok or Reels, longer for YouTube. Post “move-in prep” content in August and “welcome week” highlights in September to match student timelines.
Visual Tip: Mix polished and raw footage. A sleek virtual tour pairs perfectly with a student’s unfiltered dorm vlog. That balance between professional and real builds trust and attention.
Plan an Integrated Content Calendar for the Academic Year
When you’re juggling multiple channels, such as email, social media, blogs, print, and events, it’s easy for campaigns to lose focus. A well-structured content calendar keeps everything aligned. It outlines what you’ll publish, when, and where, ensuring every platform supports the same strategy.
Start with a brainstorming session before fall begins. Identify monthly themes that match your recruitment cycle. August could highlight move-in and orientation, September might focus on study tips and student life, and October on deadlines and fall events. Include major dates like FAFSA deadlines, holidays, and open houses so nothing slips through the cracks.
For each theme, plan content across different stages of the funnel. During back-to-school, for instance, pair “slice of campus life” stories for awareness with targeted “why choose us” posts for decision-making prospects.
Example: Los Rios Community College District (CA). For the 2024–2025 recruitment cycle, Los Rios (a district of four colleges) developed an integrated marketing content strategy spanning grassroots outreach, traditional media, and digital channels. Their annual marketing campaign plan was managed through a central calendar and included coordinated content across platforms: social media posts, email campaigns, community events, billboards, and more.
Tactical Tip: Add columns in your calendar for audience, goal, and platform. Tools like Trello, Airtable, or even Google Sheets can help your team stay organized.
Pro Tip: Capture new assets early in the semester. Fresh photos, short videos, and student testimonials from those first lively weeks will fill your content library with authentic, high-energy material you can repurpose all year.
Maximize Reach With Targeted Digital Advertising
Even the strongest content needs help reaching the right audience. Digital advertising ensures your message gets in front of prospective students and their parents at the right time and place.
Begin by defining your audience and selecting the platforms that align with their habits. For high school seniors, Google Ads and Instagram are usually most effective. For local adult learners, Facebook or regional streaming ads may deliver better results. Match your spend to where your audience is most active.
Example: University of Texas at Dallas. In late 2024, UT Dallas launched a new branding campaign, “The Future Demands Different,” which employed highly targeted digital and media advertising to recruit students. The campaign focused heavily on specific geographic markets: primarily North Texas, with select expansion into other Texas cities and neighboring Oklahoma, where the university offers special tuition rates. UTD produced its first-ever broadly distributed TV commercial featuring current students and placed these ads strategically on local television newscasts, streaming platforms, and even during NBA game broadcasts (Dallas Mavericks) to reach its target audience.
Next, focus on timing and relevance. Seasonal messages like “Apply by October 15” or “Start your future this fall” create urgency and keep your campaigns connected to the academic calendar. Pair them with engaging, authentic visuals that reflect campus life and excitement for the new year.
Retargeting is another essential tactic. Students who visit your website or start an application are warm leads. Remind them to take the next step with a clear, encouraging ad.
Tactical Tip: Track your campaigns closely. Test headlines, images, and calls to action to see what resonates, and refine your approach as data comes in. Ensure your landing pages are fast, mobile-friendly, and consistent with your ads. That seamless experience is what turns clicks into conversions.
Streamline Marketing with Automation and AI
The back-to-school season can feel like organized chaos, with hundreds of inquiries, events to manage, and deadlines everywhere. That’s why automation and AI are no longer nice-to-haves; they’re essential for keeping communications personal while giving your team room to breathe.
Start with a strong CRM connected to a marketing automation system. Platforms like Mautic by HEM, designed for education marketers, make it easy to automate email campaigns, social posts, and lead nurturing. For example, when a student downloads your course catalog, your system can automatically follow up the next day with a webinar invite. This keeps engagement flowing without constant manual effort.
Email automation is especially effective this time of year. Set up a simple three-step sequence: welcome, tips for applying, and a deadline reminder. Keep your design clean, concise, and mobile-friendly, as most students will read emails on their phones.
AI chatbots are another huge time-saver. Schools like Georgia State University have seen success with their chatbot “Pounce,” which helped reduce summer melt by answering student questions around the clock. You can deploy similar chat tools on your website or Facebook Messenger to guide prospects when staff aren’t available.
AI can also optimize your digital ads, test creative variations, and even suggest the best posting times on social media. Just keep a human eye on the outputs. AI should assist with the creation process, not replace, a real connection.
Example: University of Wisconsin–Green Bay. UW–Green Bay became the first in its state system to deploy an AI-driven chatbot for student outreach in Fall 2024. Nicknamed “Phlash,” the bot engages undergraduate students via two-way text messaging, providing 24/7 answers to common questions and proactively checking in on students’ well-being. For example, every 7–10 days, Phlash sends a brief text asking how the student is doing and offers guidance or resources based on their needs. In its first week, 96% of UWGB students opted in to receive messages from Phlash, and over 2,100 student replies were recorded within 24 hours of the first check-in text.
Tactical Tip: Use automation analytics to fine-tune your back-to-school marketing strategies. Track open rates, chatbot inquiries, and ad conversions. If you notice a drop-off, tweak timing or content. Over time, these insights will help you refine your approach and build smarter, more human campaigns.
Ensure Accessible and Inclusive Marketing Materials
When your campaigns are accessible and welcoming to everyone, you reach more prospective students and reflect the values your institution stands for.
Start with accessibility basics. Add descriptive alt text to all images so screen readers can describe visuals to users with vision impairments. Caption every video and provide transcripts. These help not only Deaf or hard-of-hearing students but also anyone watching on mute. Check color contrast, too: combinations like red on green can be hard to read for color-blind users. Use clear fonts, readable sizes, and designs that meet accessibility standards.
Example: Binghamton University (Student Association). At Binghamton, student leaders launched an “accessible emails” initiative in Fall 2025 to improve the inclusivity of campus communications. The Student Association (SA), in partnership with the campus disability services office, rolled out digital accessibility guidelines and challenged all student organizations to apply them in their back-to-school email newsletters. These guidelines included using alt text on images, high-contrast colors, readable fonts, and captions on videos, and simple adjustments to make emails and social posts readable by screen readers and accessible to those with disabilities. To incentivize adoption, the SA offered $100 grants (via a raffle) to clubs that complied with the new accessibility standards in their October emails.
Make sure your content works across all devices. Responsive, mobile-friendly emails and web pages prevent frustration and help more users complete inquiry forms or explore programs on their phones.
Representation matters as well. Feature students from diverse backgrounds and experiences, and consider multilingual or culturally inclusive content if you serve international audiences.
Tactical Tip: Run a quick accessibility audit using tools like WAVE or Axe to spot missing tags or low-contrast text. Train your marketing team on simple habits, like using CamelCase in hashtags (#FirstDayAtCampus), that make your content more inclusive. Small changes go a long way toward making every student feel seen and included.
Measure, Adapt, and Refine Your Strategy
Great marketing doesn’t stop at launch; it evolves. Once your back-to-school campaigns are live, monitor results closely and be ready to adjust. Use Google Analytics 4, CRM dashboards, such as HEMs Mautic, and other social insights to see what’s working. Focus on metrics that matter, like inquiries and applications.
Hold quick debriefs with your team after major pushes. Ask what content resonated, which channels drove engagement, and whether event turnout met expectations. Maybe your career-focused posts got strong traction, or your TikTok videos outperformed Facebook. Use that data to refine your next phase of content and budget allocation.
Flexibility is your biggest advantage. Test different formats, refine your messaging, and pivot when something isn’t working. Every campaign teaches you more about your audience.
Example: Park Hill School District (MO). Park Hill’s communications department exemplifies a cycle of measurement and refinement in its marketing strategy. Each year, they collect detailed analytics on communication channels, email open rates, social media engagement, website traffic, and even advertising partnership revenue, and compare them to prior years’ benchmarks. In their 2023–24 report, for instance, the team noted improvements like an increase in the staff newsletter open rate from the mid-40% range up to 52%, and a jump in Facebook reach by 167% year-over-year. They also track outcomes of marketing initiatives (e.g., four years of in-house advertising brought in $148,800 in revenue in 2023–24) to evaluate ROI. These metrics inform mid-course corrections and the setting of new goals.
Tactical Tip: Keep communication open across teams. Marketing, admissions, and academics should share insights regularly. If your in-house resources are stretched, consider bringing in experts like HEM. Our team offers digital strategy, content, automation, and CRM support so you can scale campaigns efficiently and keep enrollment goals on track. Measure what matters, learn fast, and never stop improving.
Wrapping Up
The back-to-school season sets the tone for the entire year. When you combine strategy with creativity, the results speak for themselves. Reviewing last year’s data, setting SMART goals, personalizing outreach, producing engaging videos, organizing content calendars, and using automation or targeted ads all work together to move the needle. Add accessibility and inclusion, and your marketing becomes not just effective, but meaningful.
At the heart of it all is one principle: keep students front and center. Understand what drives them, where they spend time, and how your institution can meet their goals. That empathy fuels every great campaign.
Effective higher education marketing is a perfect blend of art and analysis. It’s about pairing strong storytelling with measurable outcomes. And when you need a partner to help balance both, Higher Education Marketing (HEM) is here. We specialize in data-driven strategy, automation, SEO, and social campaigns built to amplify your institution’s voice.
The new academic year is full of opportunities. With the right preparation and a willingness to adapt, your marketing can inspire action, drive enrollment, and welcome a new wave of students ready to thrive. Here’s to your most successful back-to-school season yet.
Struggling with enrollment?
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Frequently Asked Questions
Question: Why is it important for schools to audit previous marketing campaigns before launching new ones? Answer: Auditing past campaigns helps schools understand their previous recruitment efforts. By analyzing data such as click-through rates, conversion rates, and ROI, institutions can set SMART goals for the new academic year. This ensures resources are directed toward tactics that actually drive inquiries, applications, and enrollments instead of repeating ineffective strategies.
Question: How can educational institutions use personalization to improve student engagement? Answer: Personalization allows schools to communicate directly to a student’s interests, program choices, and stage in the admissions funnel. Using CRM and marketing automation tools like Mautic by HEM, teams can segment audiences, send customized emails, and display dynamic website content based on visitor data.
Question: What role do video and social media play in back-to-school marketing? Answer: Video and social media are now essential tools for reaching Gen Z and Gen Alpha students. Platforms like TikTok, Instagram, and YouTube are where prospective students spend most of their time, making short-form, authentic videos key to capturing attention.
Artificial intelligence (AI) platforms, especially chatbots like ChatGPT and Gemini, are influencing many areas of higher education. Students and instructors can interact with these tools to get real-time, personalized help with nearly any academic task at hand, including helping students study or revamping course content for instructors. There is no question that the educational potential is significant, but so too are the concerns about academic integrity and the consequences of students relying too heavily on these tools. While it’s important to weigh the pros and cons of chatbots, using the right strategies and technologies can help avoid those issues and still allow faculty and students to benefit from this burgeoning technology.
Use Cases for Chatbots in Higher Education Teaching
First, let’s consider uses among faculty. They can use chatbots to help improve most areas of teaching and learning while still saving time.
Chatbots can assist with different phases of course design, including writing learning objectives and developing and repurposing content. Chatbots can also be used in evaluating student performance data if your institution offers a secure chatbot (just be sure to anonymize the data). Instructors can also use chatbots to review the rules and instructions for their assignments and tests to identify vague or subjective text and suggest clearer, more objective wording.
But one of the most impactful uses is adapting course content into formats that support students with different learning needs. Chatbots can adapt, simplify and organize text for students with learning or cognitive disabilities, generate alternative text for multimedia content, and they can even adjust their responses based on student emotions (for example, offering words of encouragement when a student is frustrated or discouraged).
Instructors may be tempted to use chatbots to grade written coursework as well, but for now, it is important to note that the technology still struggles with the nuances of grading and feedback. However, chatbots can still help by pulling out the main ideas and revealing whether a student’s essay meets basic criteria, which gives instructors a clearer starting point before reading.
You’ll see a lot of jargon and articles that make prompt writing seem complicated, but you don’t need to be an expert to write effective prompts. It’s a skill you can pick up quickly after a few tries, especially once you find what works for you and start creating your own templates to use in your courses.
Students and Chatbots: Finding a Balance
There are many ways that students can use chatbots to support learning while steering clear of misusing them for tests and assignments. Ensuring ethical and beneficial adoption of AI requires clear strategies and guidelines along with the right technology.
Improving Academic Performance
Recent research indicates that chatbots can improve learning and academic outcomes, but balance is key. When students rely on them too heavily, any benefits, like increased engagement, motivation and reflection are reduced or eliminated. When used appropriately, AI chatbots can tutor students to help them better understand and comprehend the information, which also increases engagement. Chatbots give students instant, personalized help with tasks such as summarizing content and checking grammar, and they also create a nonjudgmental space where students feel more comfortable asking questions.
Cognitive Load Reduction and Stress Management
Chatbots are ideal for offloading tasks such as summarizing a lecture transcript or highlighting key points in an assignment. With students under pressure to complete assignments, leaning on AI can also reduce stress and anxiety by giving them more time to focus on the important elements of an assignment.
Similarly, chatbots can help students visualize information by generating charts, graphs or images to support their ideas. They can also provide adaptive support for students with disabilities or language barriers by reading, translating, simplifying or reformatting content to meet their needs. This reduces cognitive load, allows students to focus on the assignment itself and builds confidence in their ability to complete the work.
Strategies for Reducing Chatbot Misuse
Because of the speed and ease of use for chatbots, students may begin to use them as a shortcut to get work done instead of a supplemental learning tool. That’s a big issue. It bypasses critical thinking, contextual understanding and collaboration. This not only cheats the student out of learning but creates academic integrity issues for higher education institutions to address and stay ahead of.
Cheating is common in higher education, and with recent surveys indicating that more than 85% of students use AI daily to help with schoolwork, there’s a good chance of overlap. Students have mixed opinions when it comes to using AI for homework, with around 40% of students acknowledging that using AI for research and writing assistance should be acceptable, but there should also be limitations and ethical use.
Communicating with students about academic integrity codes of conduct, AI use, and cheating policies and ramifications are the first steps in setting expectations. But delivering assignments in ways that reduce opportunities for the use of chatbots or that lay out specific guardrails for chatbot use can also be helpful.
Reducing Chatbot Cheating
Cheating in higher education will never completely go away, and efforts to maintain and manage tools and channels used for cheating must be ongoing. As more students leverage chatbots for both approved and unapproved use, educational institutions can work to help students understand the appropriate way to leverage technology within the learning environment.
While educators struggle to detect AI use reliably, AI detection tools can identify unedited chatbot-generated content with reasonable accuracy. But their effectiveness drops when students edit or modify responses or use AI paraphrasing tools to rewrite the content. They’re more useful as a gut check, not definitive proof that the text was AI-generated.
Remote proctoring during assessments and written assignments adds another barrier to cheating. Ideally, the proctoring solution should leverage AI test monitoring together with live human proctors, which gives faculty the control to prevent AI use and the flexibility to allow approved resources. For example, instructors can proctor exams or essays by restricting access to all unauthorized websites and software, including chatbots, while still providing access to specific materials like case studies or tools like Word, Excel and Google Docs.
Another option is to use scaffolded, realistic assignments and assessments that focus on real-world application and requiring students to connect course content to their personal experiences or context. This makes it more difficult for chatbots to generate accurate or meaningful responses. For example, assessments could ask students to develop a scenario based on a local community issue, work on collaborative projects that include peer reviews or create video responses that reference specific class lectures or materials. This approach helps evaluate students’ true understanding of materials and that they are developing practical skills.
Set the Stage Now for an AI-Inclusive Future
AI chatbots are powerful tools that can make education more personalized, accessible and engaging. However, their misuse can undermine academic integrity and dilute learning. The solution, in most cases, isn’t to ban them outright, but to integrate them responsibly throughout teaching and learning processes. Striking this balance isn’t always easy, but it’s necessary to preserve the value of learning while preparing students for a future where AI will almost certainly be a part of their work.
Tyler Stike is the Director of Content at Honorlock and a doctoral student in educational technology at the University of Florida. In his role at Honorlock, he develops a wide range of content on online education, assessment, and accessibility. He is interested in how affective states influence learning and performance, and plans to research how AI can support adaptive learning experiences that help students manage those states.
References
W. Dai et al., “Can Large Language Models Provide Feedback to Students? A Case Study on ChatGPT,” 2023 IEEE International Conference on Advanced Learning Technologies (ICALT), Orem, UT, USA, 2023, pp. 323-325, doi: 10.1109/ICALT58122.2023.00100.
Sánchez-Vera, Fulgencio. 2025. “Subject-Specialized Chatbot in Higher Education as a Tutor for Autonomous Exam Preparation: Analysis of the Impact on Academic Performance and Students’ Perception of Its Usefulness” Education Sciences 15, no. 1: 26. https://doi.org/10.3390/educsci15010026
Kofinas, A. K., Tsay, C.-H., & Pike, D. (2025). The impact of generative AI on academic integrity of authentic assessments within a higher education context. British Journal of Educational Technology, 00, 1–28. https://doi.org/10.1111/bjet
Universities and colleges today face a highly competitive recruitment environment. Declining enrollment trends, shifting demographics, and the rise of alternative education options mean institutions must work harder than ever to connect with prospective students. Traditional outreach methods alone are no longer enough.
That’s where digital marketing for universities comes in. By leveraging the right mix of online strategies, higher education institutions can build brand awareness, generate qualified leads, and foster lasting relationships with students. From content marketing and SEO to social media and data-driven analytics, digital tools give schools the power to meet prospective students where they are: online.
In this blog post, we’ll break down eight proven digital marketing strategies tailored for universities. Along the way, we’ll answer common questions—like what exactly digital marketing in education means and how much universities invest in it—to give you a clear, actionable roadmap for success.
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Understanding Digital Marketing in Higher Education
What is digital marketing in education? Digital marketing in education is the use of online channels—such as websites, SEO, social media, email, and digital ads—to promote programs, connect with prospective students, and engage alumni. Unlike other sectors, the “product” is not just a service but an experience and long-term investment, so messaging must inform, inspire, and build trust.
Why is digital marketing for universities so critical now? The stakes are high. With declining enrollments and growing skepticism about the value of a degree, institutions are investing heavily in outreach. According to SimpsonScarborough’s 2019 State of Higher Ed Marketing report, universities typically allocate between $429 and $623 per enrolled student each year to marketing efforts. The University of Maryland Global Campus, for example, committed $500 million over six years, half dedicated to digital ads.
Digital channels offer clear advantages: precise targeting, interactive storytelling, and measurable results. More importantly, they allow two-way communication—helping schools nurture relationships from first contact through enrollment, turning digital marketing into both a recruitment engine and a trust-building tool.
Below, we outline 8 proven digital marketing strategies for universities and colleges. These strategies have been tested in the education sector and shown to drive results – whether it’s increasing website traffic, applications, or student engagement. Along the way, we’ll highlight real-world examples (with sources) from reputable institutions to illustrate how each strategy can be put into practice.
1. Content Marketing and Search Engine Optimization (SEO)
In higher education, content is king. Universities that create valuable, student-focused content build trust and attract more applicants. Effective content marketing means answering the questions students and parents are already asking—through program pages, blogs, testimonials, videos, guides, and virtual tours.
SEO ensures this content gets discovered. When prospects search “best MBA in Canada” or “colleges with digital marketing programs,” optimized titles, headings, and keywords help your institution appear in results. Consistent updates, quality backlinks, and keyword-rich program pages boost visibility even further.
Example: Boston University runs an extensive content hub (“BU Today”) that publishes daily stories about student life, wellness, careers, research and more. This on-site news magazine – featuring contributions from students, faculty, staff, and alumni – builds trust and drives organic traffic by answering the questions prospective students are asking. BU Today’s engaging content strategy not only informs and inspires readers, but also strengthens the university’s visibility in search results through fresh, keyword-rich stories.
Students spend countless hours on social media, making it one of the most powerful tools for higher ed marketing. Platforms like Instagram, TikTok, YouTube, and LinkedIn allow universities to showcase campus life, share authentic stories, and build community long before students arrive on campus.
Tailor content to each platform: Instagram thrives on visual storytelling, TikTok on fun, viral content, YouTube on long-form video, and LinkedIn on alumni success. Meeting students where they are ensures your message resonates.
Authenticity wins: Many schools hand over the reins to students for “takeovers.” For instance, Babson College used Instagram takeovers for Q&As, giving prospects a candid look at campus life. Spelman College maximizes Instagram’s features—Stories, Highlights, and IGTV—to create a polished yet authentic presence that builds trust.
TikTok’s rise: Universities like Oxford and Indiana University leverage TikTok trends to humanize their brand and showcase student enthusiasm, boosting engagement dramatically.
The payoff is real: John Cabot University increased applications by 42% after ramping up its social media presence. Done right, social platforms don’t just market a school—they cultivate belonging and amplify word-of-mouth.
Example: John Cabot University, an American-accredited university in Rome, overhauled its social media strategy to engage prospective students and saw remarkable results. By partnering with Higher Education Marketing and tailoring content to its audience, JCU achieved a 300% increase in applications coming directly from social media and a 42% overall rise in student applications. In practice, this involved creating more audience-targeted posts and campaigns that funneled followers to the admissions site – demonstrating how active social engagement can translate into measurable recruitment gains.
Organic content builds long-term visibility, but paid digital advertising delivers immediate reach. Pay-Per-Click (PPC) ads—on Google, Facebook, Instagram, LinkedIn, or YouTube—allow universities to target demographics, locations, and search intent with precision.
Search ads help institutions appear at the top of results for competitive terms like “MBA program online” or “study in Canada.” Even major universities bid on their own branded keywords to capture applicants searching directly for admissions. These ads often lead to optimized landing pages designed to convert interest into inquiries.
Social ads provide granular targeting. The takeaway? With smart targeting, strong creative, and optimized landing pages, PPC can deliver measurable results in recruitment, even on modest budgets.
Example: Laurier employs highly targeted PPC advertising to reach international prospects in key markets. In partnership with HEM, Laurier runs country-specific campaigns on Google and Meta (Facebook/Instagram), even narrowing ads to specific cities to maximize relevance. For example, prospective students in India, Nigeria or Vietnam might see ads for Laurier programs, and search ads ensure Laurier appears for queries like “study in Canada university.” This precise targeting has boosted Laurier’s lead generation from countries such as India, Bangladesh, Ghana and more, illustrating how PPC can efficiently capture students in different regions.
Email remains one of the highest-ROI tools for higher ed recruitment. When a prospect shares their email, it creates an opportunity for personalized, direct communication that nurtures them through the enrollment journey.
Lead nurturing works best through sequenced emails—welcoming inquiries, highlighting programs, showcasing campus life, and reminding applicants to complete next steps. Segmentation and personalization make campaigns more effective: tailoring messages by program, audience type, or student behavior ensures relevance and boosts engagement.
Automation tools like HubSpot or Slate allow universities to trigger timely follow-ups—such as reminders for incomplete applications or pre-visit info before a campus tour. Done well, email serves as the connective tissue of digital strategy—tying content, events, and ads into one cohesive student journey.
Example: Michael Vincent Academy, a private vocational school in Los Angeles, streamlined its recruitment process by implementing a customized CRM with marketing automation. The academy uses an automated system (HEM’s Mautic CRM) to follow up with every inquiry, score leads, and send sequenced emails. Routine tasks – from welcome emails to application reminders – are now handled automatically, allowing staff to spend more time on personal outreach to high-value prospects. The impact is significant: key elements of the follow-up workflow are now automated, improving efficiency and ensuring no prospective student falls through the cracks.
Pro Tip: Don’t overload inboxes—send 1 email every 7–10 days, keep designs mobile-friendly, and always include a clear call-to-action.
5. Website Optimization and User Experience (UX)
Your website is your digital campus, often the first impression prospective students have. A well-optimized site improves engagement and conversion by guiding visitors smoothly through their journey.
Mobile-first design is non-negotiable. With most students researching on phones, responsive layouts, fast load speeds, and intuitive navigation are critical. Google also rewards mobile-friendly sites in search rankings.
Clear navigation helps diverse audiences—prospective undergrads, grads, parents, international students—find relevant information quickly. Saint Louis University, for example, introduced an interactive admissions page with customizable “pathways,” simplifying content discovery and personalizing the student journey.
Engaging media like photos, videos, and virtual tours immerse visitors in campus life, while CTAs such as “Request Info” or “Apply Now” nudge them toward action.
Example: University of North Dakota undertook a comprehensive website refresh that yielded strong results in both engagement and conversions. The new site introduced a powerful “Program Finder” tool giving prospective students one central place to discover academic programs by interest. The homepage and navigation were reorganized around key audiences (prospective undergrads, grad students, parents, etc.), making it easier for each group to find relevant info. UND also weaves in student stories and news in a way that reflects student life and values, rather than just facts. This focus on UX paid off: after launch, UND saw organic traffic climb and a 62% jump in undergraduate inquiries year-over-year, all while many peer institutions saw declines. It underscores that a fast, intuitive, mobile-friendly site can be a university’s best recruitment tool.
Pro Tip: Audit your site regularly—outdated info or broken links can undo even the best design.
6. Search Engine Marketing (SEM) and Local SEO
Search engine marketing ensures your institution is visible when prospective students actively look for programs. Beyond broad SEO, local optimization and targeted campaigns make a significant difference.
Local SEO helps capture location-based searches like “MBA in Toronto” or “universities near me.” Universities should claim and update their Google Business profiles, add campus photos, respond to reviews, and use city/region keywords across their site. For multi-campus schools, create individual location pages optimized with local terms.
Long-tail keywords are equally powerful. Students often search specific queries like “best undergraduate business programs for entrepreneurship.” Creating FAQ pages, blog posts, or landing pages around these terms captures highly motivated prospects. Likewise, many universities now optimize program pages with alumni career outcomes and salary data to rank for career-focused searches.
Example: Cumberland College, a career college in Montréal, used SEM and on-page SEO to significantly boost its visibility and inquiries. With expert help, Cumberland optimized its website content (in English and French) and refocused its keyword strategy – plus ran complementary Google Ads – to capture more search traffic. The impact was dramatic over a short period: organic web visitors rose by 27.5%, and overall leads (inquiries) jumped by 95% after the campaign, compared to the previous year. Even more striking, leads coming specifically from organic search increased nearly five-fold (a 386% increase) as Cumberland climbed higher in search results.
Pro Tip: Align SEM campaigns with the admissions cycle—boost spend before deadlines to capture undecided applicants.
7. Video Marketing and Virtual Engagements
In the digital era, video has become an incredibly powerful medium of digital marketing for colleges, and universities are uniquely positioned to leverage it. From campus tour videos and student vlogs to recorded webinars and live-streamed events, video marketing allows prospective students to experience a taste of campus life and academics from anywhere in the world. It’s engaging, shareable, and often more memorable than text.
Campus tours and virtual experiences: When students cannot visit in person (due to distance or as we saw during pandemic lockdowns), a virtual tour is the next best thing. Many universities now feature immersive 360-degree virtual campus tours on their websites. These let users “walk” through the quad, peek into classrooms, dorms, and labs, all from their computer or phone. It’s an interactive way to showcase facilities and atmosphere. Even a simple narrated campus tour video on YouTube can be effective – guiding viewers through major spots on campus while current students or staff explain highlights.
Storytelling through students: Prospective students trust their peers. “Day in the life” vlogs or testimonial clips highlighting internships and career outcomes resonate strongly. Short, authentic videos often outperform highly produced pieces.
Example: Montgomery County Community College (USA) grabbed attention with an award-winning recruitment video campaign. Their 30-second video spot, “You in Motion,” is a high-energy montage that inspires viewers to envision their success at the college. In that half-minute, the video communicates key value props – an affordable, top-notch education; extensive support resources; and a wide range of programs – all set to uplifting visuals of campus and student achievements. The campaign succeeded in exciting prospective students and driving home the message that at Montco you can “make your own momentum”. It’s a prime example of how concise, well-produced video content can boost a school’s appeal and conversion rates.
Source: YouTube
Takeaway: Video marketing builds trust through storytelling, making your institution both relatable and aspirational.
8. Data Analytics and Continuous Optimization
A major advantage of digital marketing for colleges is the ability to measure performance in real time. Universities that actively track and optimize campaigns consistently outperform those that rely on static strategies.
With tools like Google Analytics, CRMs, and marketing automation, schools can monitor conversions such as info requests, applications, and event signups, while attributing results to specific channels. For example, McGill University’s School of Continuing Studies implemented eCommerce-style tracking with HEM, enabling them to connect digital ad spend directly to applications and enrollment outcomes.
Example: McGill’s School of Continuing Studies struggled to connect its digital ad spend to actual enrollments – until it implemented an advanced analytics solution. Working with HEM, McGill SCS set up eCommerce-style tracking (via its Destiny One online registration system) to measure exactly how ads and web campaigns translated into applications, registrations, and revenue. This involved configuring Google Analytics and tag manager to capture each student touchpoint and conversion. The result was a newfound ability to make data-driven decisions on marketing: McGill can now see ROI by campaign and optimize accordingly, rather than guessing.
Optimization goes beyond tracking. A/B testing landing pages, refining email subject lines, or adjusting ad targeting can deliver significant lifts in conversions. Ultimately, analytics turn insights into action. By continuously refining campaigns based on real results, institutions ensure smarter spending, better engagement, and stronger recruitment outcomes.
Bringing It All Together
Digital marketing is no longer optional for universities—it’s the foundation of how students discover, evaluate, and choose their educational path. From content marketing and social media engagement to PPC, email nurturing, and data-driven optimization, each strategy plays a role in building trust and guiding prospects through the enrollment journey.
The institutions that succeed are those that take an integrated approach: aligning their website, campaigns, and student communications to deliver a consistent, authentic experience. Real-world examples—from Boston University’s content hub to McGill University’s data-driven enrollment gains—show how strategy translates into measurable results.
Ultimately, digital marketing is about connection. By telling authentic stories, engaging students where they are, and continuously refining based on analytics, universities can cut through the noise, reach the right audiences, and build relationships that last well beyond enrollment.
Done right, digital marketing doesn’t just attract students—it creates advocates who carry your institution’s story forward.
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FAQs
Q: What is digital marketing in education?
A: Digital marketing in education is the use of online channels—such as websites, SEO, social media, email, and digital ads—to promote programs, connect with prospective students, and engage alumni. Unlike other sectors, the “product” is not just a service but an experience and long-term investment, so messaging must inform, inspire, and build trust.
Q: Why is digital marketing for universities so critical now?
A: The stakes are high. With declining enrollments and growing skepticism about the value of a degree, institutions are investing heavily in outreach.
Q: How much do universities spend on digital marketing?
A: Universities now spend between $429 and $623 per enrolled student, per year on marketing.
Working as a successful team member remains one of the most important skills that employers report that they want when hiring college graduates. This means that when professors create well-executed and high-quality team projects, they can help their students succeed in a challenging job market. However, there are times when professors fail to help students to develop the necessary teamwork skills that our students will need, such as helping them learn how to manage team conflict.
We surveyed college professors a few years ago to better understand the problems they face when running team projects, even learning about why some choose to avoid team projects altogether. Many reported that they struggle because of the issues that students face when working in a team, such as one student taking over the project, figuring out how to grade a team project, motivating social loafers, and including dealing with team conflict.
The reality is that conflict will inevitably occur during team projects. We can help our students work better in teams by teaching them how to manage the conflict that they will face.
Many students think that there is something wrong when conflict occurs on their team. However, conflict can be a positive force for team decision-making when it’s focused on the task, provides new perspectives on the issues, and shows how the team can improve. On the other hand, there are types of conflict that can be destructive, such as when it gets emotional and focuses on people and personal grievances, rather than the work that the team is doing.
In this article, we recommend six easy strategies to help your students try to avoid the destructive emotional conflict and better manage the substantive conflict in their team when it does occur.
1. Focus on Team Goals
It’s important to start your team project by emphasizing the importance of the team project to their work in your class. This requires more than discussing how the project paper or presentation relates to their grade. Instead, help your teams to understand the skills that they will gain from working on the project you’ve assigned. When team members see the value in your team project, they are more likely to work together on it.
2. Create a Team Charter
Start your teams off right by having them create a team charter. This should include at least three components: when and how long they will meet each week, how to contact one another, and a list of behavioral and attitudinal obligations that they have to one another. These obligations may include things like how soon to respond to messages, how responsibilities are assigned, and even how they will resolve disagreements as they work together.
3. Use Frequent Check-ins
Monitoring how well your teams are working together can help you to identify a minor conflict before it becomes a major problem. These check-ins can be accomplished through ongoing peer evaluations, when you attend their team meetings, and/or through team updates they can provide, often as an assignment on your LMS. Once you learn about a potential conflict, you can make some suggestions for how they might move forward. We have often made Google Drive folders for each team with instructor access, and we require students to write their contributions to the instructor each week as one way to keep an eye on potential issues that might derail their projects. We’ve even had these project updates impact a small portion of the final grade of the project.
4. Focus the Team on Their Task
Keep your teams focused on the team task. You can help them to accomplish this by breaking down your project into components and setting intermediary deadlines. Scaffolding a team project this way can help keep your teams moving forward rather than spiraling or stalling. You can also regularly remind them about the main goal of the assignment. Finally, make sure to explain how any conflict that occurs needs to focus on issues with substance (e.g., how to collect data, what recommendations should we give, etc.) because these are important parts of the discussions that will help their team to create a better project. Similarly, remind them that they should not be spending time hurling angry accusations at each other or talking to team members behind others’ backs. We like to use the following quote to help our students with this:
Conflict is inevitable. Anger is a choice. And almost always the wrong choice. — Seth R. Silver
This way, they begin to understand that their conflict is not a problem until it starts to boil over into frustration, anger, and even resentment that derails them.
5. Address Conflict Resolution Strategies in Class
There are many great conflict resolution strategies that you can use to help your students recover when they do in fact face some conflict. One of our favorites is a team-based Start-Stop-Continue exercise. In it, the team discusses what they should start doing (e.g., setting deadlines for completing action items), stop doing (e.g. showing up late to team meetings), and continue doing (e.g. keeping the other team members informed about their work) in order to be successful. Remind students that this is a team discussion, which means that they should use team talk (“we can start setting deadlines”) and it should not include any ‘naming or shaming’ that calls out any one team member by name.
6. Get Involved When Necessary
If you’re following the first five steps, your teams will usually work through most conflicts. But, there are times where you might need to get involved – this should be a last resort and often only when you are asked to intervene. When you get such a request, you should meet with the team outside of class time. Your main role will be listening to their issues and asking open-ended questions. This will help them to find (or maybe even gently guide them towards) a solution on their own, because your students will be more committed to a solution that they help to create. You want to avoid dictating a solution unless the team is ready to self-destruct and it is truly the only way forward.
By incorporating these six strategies into your team project, your students will be more likely to:
Have a better team experience in your class;
Learn important skills that will help them in future teams;
Be more likely to successfully work in teams in other classes; and
Have a compelling story that they can share with potential employers about how well they worked in a team.
In addition, it will improve your own experience with team projects (and make them easier for you to grade, too)!
Tim Franz is Professor of Psychology and Lauren Vicker is Communications Professor Emeritus, both at St. John Fisher University. We started working together to team-teach a course in group dynamics beginning in 2004, coming from the fields of psychology and communications. We have presented, written, and published on teamwork and team projects, with our latest effort being Making Team Projects Work: A College Instructor’s Guide to Successful Student Groupwork, published by Routledge/Taylor & Francis, 2025. Approaching the issue from two different perspectives and teaching beyond our own home disciplines in business, pharmacy, criminology, etc. has given us a broad perspective into the issue.
Retention is not what you do. It is the outcome of what you do.
It’s that time of year when retention committees, student success professionals, and leadership teams across the country calculate the retention rate for the fall 2024 cohort and compare it with their previous years’ outcomes. Some campuses have undoubtedly stayed the same, others decreased, and some increased, but the overall conversation is usually about how “it” can be done better for the fall 2025 class.
Let’s talk about “it” for a minute. Many of you have heard the message that two of our founders, Lee Noel and Randi Levitz, and the student success professionals who have followed in their footsteps, have shared for several decades: Retention is not what you do. “It” is the outcome of what you do. “It” is the result of quality faculty, staff, programs and services. As you consider improvements to your efforts which will impact the fall 2025 entering class and beyond, keep in mind the following three student retention strategies and practices.
1. Assess college student retention outcomes completely
The first strategy RNL recommends is a comprehensive outcomes assessment. All colleges and universities compute a retention rate at this time of year because it has to be submitted via the IPEDS system as part of the federal requirements. But many schools go above and beyond what is required and compute other retention rates to inform planning purposes. For example, at what rates did you retain special populations or students enrolled in programs designed to improve student success? In order to best understand what contributed to the overall retention rate, other outcomes have to be assessed as well. For instance, how many students persisted but didn’t progress (successfully completed their courses)? Before you finalize the college student retention strategies for your fall 2025 students, be sure you know how your 2024 students persisted and progressed so that strategies can be developed for the year ahead.
2. Know what worked and what didn’t
The second strategy we recommend is to consider what worked well during the previous year and what didn’t. Many of us have been in situations where we continue to do the same thing and expect different results, which has been called insanity! (Fun fact, this quote is often attributed to Einstein, but according to Google, was not actually said by him!) A common example would be the academic advising model. RNL has many years of data which show that academic advising is one of the most important college student retention strategies. But just doing what you have always done may not still be working with today’s college students. Advising is an area which needs constant attention for appropriate improvements. Here are a few questions for you to consider: Does your academic advising model, its standards of practice, and outcomes assessment reveal that your students are academically progressing by taking the courses needed for completion? Can you identify for each of your advisees an expected graduation date (which is one of the expected outcomes of advising)? Establishing rich relationships between advisors and advisees, providing a quality academic advising experience, can ultimately manage and improve the institution’s graduation rate.
3. Don’t limit your scope of activity
Once you have assessed the 2024 class outcomes and the quality of your programs and services, RNL encourages you to think differently about how you will develop college student retention strategies that will impact the 2025 class. Each college has an attrition curve, or a distribution of students with their likelihood of being retained. The attrition curve, like any normal distribution, will show which students are least and most likely to retain and will reveal the majority of students under the curve. See the example below:
As you consider your current activities, you may find that many of your programs are designed for the students at the tail end of the curve (section A above) or to further support the students who are already likely to persist (section B). Institutions set goals to increase retention rates but then limit the scope of students they are impacting. To have the best return on retention strategies, consider how you can target support to the largest group of students in the middle (section C) who are open to influence on whether they stay or leave, based on what you do or don’t do for them, especially during their first term and their first year at your school.
Onward for the year ahead
RNL congratulates those of you who have achieved your retention goals for the 2024 cohort. You certainly must have done some things right and must have had student retention strategies that were effective. For those of you who are looking for new directions in planning, consider the three practices outlined above.
And if you aren’t currently one of the hundreds of institutions already working with RNL, you may want to implement one or more of the RNL student success tools to support your efforts: the RNL motivational survey instruments to identify those students who are most dropout prone and most receptive to assistance, the RNL student retention data analytics to identify the unique factors that contribute to persistence at your institution, and the RNL satisfaction-priorities surveys that inform decision making and resource allocation across your campus population. RNL can provide support in all of these areas along with on-going consulting services to further direct and guide retention practices that can make a difference in your enrollment numbers and the success of both your students and your institution. Contact me to learn more in any of these areas.
Note: Thanks to my former colleague Tim Culver for the original development of this content.
Ask for a complimentary consultation with our student success experts
What is your best approach to increasing student retention and completion? Our experts can help you identify roadblocks to student persistence and maximize student progression. Reach out to set up a time to talk.
In the fast-paced, demanding world of college education, joy might not be the first thing that comes to mind when we think about teaching. But bringing joy into the classroom can make a real difference; it boosts student engagement, sparks creativity, and supports academic success. Joyful learning is about building a space where curiosity can thrive, where students feel safe making connections, asking questions, and taking intellectual risks. When instructors intentionally weave joy into their teaching, they help students tap into their own motivation and foster a stronger sense of community and belonging. This article takes a closer look at how joyful pedagogy can turn the college classroom into a vibrant, supportive environment where students truly flourish.
What is Joyful Pedagogy?
Joyful pedagogy is an approach to teaching that fosters enthusiasm, engagement, and a deep sense of connection to learning. It cultivates the emotional and intellectual well-being of students by integrating curiosity, creativity, and meaningful collaboration into the learning process. According to Zull (2011), when students experience joy in learning, their brains are more receptive to new information, leading to deeper understanding and retention. This approach moves beyond traditional lecture-based instruction, incorporating active learning strategies and, yes, even some laughter along the way. Joyful pedagogy recognizes that students are more likely to succeed academically and personally when they feel a sense of ownership over their learning and when the classroom environment is supportive and stimulating.
By incorporating joyful teaching practices, educators create welcoming classrooms that inspire critical thinking and collaboration. Additionally, joyful pedagogy embraces flexibility and adaptability, allowing for various instructional methods that meet students’ individual needs.
The Power of Play
One powerful tool for cultivating joy in learning is play, something often overlooked in higher education. Play isn’t just for children; it’s an essential part of learning at all ages. Forbes and Thomas (2022) highlight that play supports overall well-being and serves as a meaningful pathway to learning, even for adult learners. In the classroom, play sparks joy, which can help reduce stress, boost optimism and resilience, and foster a more positive learning environment (Rylance-Graham, 2024).
Importantly, bringing joy into the learning process doesn’t mean sacrificing academic rigor. High expectations and challenging coursework can be upheld while making room for playful, joyful moments. In fact, play can offer much-needed balance, especially when tackling serious or emotionally heavy content (Forbes, 2021).
Research shows that enjoyment during learning increases blood flow to the brain, enhancing cognitive functioning (Purinton & Burke, 2019). When play and joy are intentionally woven into instruction, students often feel more connected to their professors and peers, relationships that can, in turn, motivate them to meet and exceed academic expectations (Forbes et al., 2022).
Play promotes flexible and creative thinking and increases productivity (Brown, 2009). It naturally draws students in, helping them engage more deeply and look forward to class. Because play is intrinsically motivating, it can shift how students relate to learning itself (Whitton & Moseley, 2019). Simply put, when students experience joy in learning, their engagement and their performance can thrive.
Practical Strategies for Infusing Joy
How can instructors bring joy into their day-to-day teaching? Below are two simple yet effective and easily adaptable strategies I’ve used in my courses.
On the first day of my Introduction to Special Education course, I arrive with a large sheet of poster paper and a collection of colorful paper scraps varied in shape, size, and color. As students enter the room, I invite each of them to choose a scrap of paper, any one they like. Before we begin introductions or any of the “usual” first-day business, I ask them to tape their chosen piece onto the poster, wherever they feel it belongs. Once everyone has placed their scrap of paper, I ask the following questions:
Why did you choose the piece you did?
Why did you place it where you did?
What do you notice about the overall design the group created?
Why do you think I started class this way?
What might this activity represent?
This simple yet engaging activity sparks curiosity and sets the tone for a semester rooted in exploration, connection, and reflection. While I can’t take full credit for the idea, it’s an activity shared by Marilyn P. Rice in the Professors at Play Playbook (2022), I’ve made it my own by adding a meaningful twist. I save the class poster and bring it back on the last day of the semester, hang it on the board, and ask the students if they remember creating it. Then I ask some reflective questions such as
How has your understanding of individual learners evolved since placing your scrap of paper on this poster?
How might this visual metaphor reflect the diversity you’ll encounter in your future classrooms?
What can you do to ensure every student feels like their “scrap of paper” belongs in your classroom?
The responses are always thoughtful, creative, and deeply personal. It’s a powerful way to bookend our learning journey and leave students with a lasting impression of the value of joy, inclusion, and connection in education.
To adapt the end-of-semester reflective questions to be relevant to a broader range of disciplines, the following could be posed:
How have you grown or changed since that first day?
What did you learn from your peers that has stayed with you?
Why do you think we’re revisiting this activity now, at the end of the course?
How might this visual metaphor of “many parts making a whole” guide you in your future classes, work, or life?
Alternatively, students could choose a second paper scrap to place on the poster, symbolizing their “after” self, creating a kind of before-and-after reflection.
Another example of joyful pedagogy involves using visual exploration to spark creativity and deepen understanding. While exploring the question “What is literacy?” I asked students to work in teams of two or three and head outside with their phones. Their task was simple: find and photograph something they believed represented literacy. They had 15 minutes to explore and return to class.
Once they returned, each group uploaded their photo to our online discussion platform. I projected the images for the whole class to see, and each team took a moment to explain why they chose their particular representation. The results were diverse, creative, and often surprising, ranging from street signs and murals to sculptures or even a menu spotted in an unexpected place.
This activity was not only fun and energizing, but it also prompted meaningful discussion about how literacy can take many forms in our everyday lives. It encouraged students to think beyond traditional definitions and consider how literacy shows up in the world around them.
Even better, this type of activity is easy to adapt to nearly any course topic. Whether you’re exploring themes like equity, identity, community, or content-specific concepts, inviting students to find and share visual representations brings movement, creativity, and fresh perspective into the learning experience.
If the aforementioned activities don’t quite fit your style, there are infinite ways to infuse joy into your teaching. For example, send students outside with chalk to solve a problem or equation on the sidewalk. Having students take a photo of their completed work to share with the class adds a collaborative element. Another example is to ask small groups of students to create and perform a short skit or role play to demonstrate a concept. This activity can add some fun along with a deeper layer of learning and engagement.
Bringing in board games or puzzles that connect to your course content is another engaging way to reinforce key concepts and spark curiosity. You can also flip the challenge by asking students to design their own games that relate to what they’re learning.
Even a quick three-minute brain break after 30 minutes of teaching can make a big difference. Ask students to stand up if possible and set aside all devices before the break begins. A brain break might include box breathing, stretching, structured movement, or a brainteaser. There are many resources available for brain break ideas, and they range from seated breathing exercises to dancing and everything in between. These quick pauses support focus and concentration, reduce stress, and contribute to a more positive learning experience (Tapp, 2020). Brain breaks can also help combat mental fatigue and give students a much-needed cognitive recharge.
Scaling Joy for Large Classes
Joy isn’t just for small seminar rooms; it is equally powerful in large lecture halls. In fact, joyful teaching may be even more important when students risk feeling lost in the crowd.
Here are a few scalable strategies:
Create a Class Playlist: Let students contribute songs and play them before class begins to set a positive tone.
Quick Icebreakers or Polls: Start class with a low-stakes question or prompt that encourages interaction.
Digital Scavenger Hunts: Use online tools for creative, content-linked challenges.
Infographic Partner Work: Students create visual summaries of key concepts together.
Pop Culture Connections: Use memes or relevant songs to reinforce course material and spark discussion.
These small touches can build community and make content feel more relevant without a full course redesign.
Key Takeaway
Joyful learning doesn’t have to involve elaborate plans or major changes to your teaching. In fact, it often emerges from small, intentional moments that make the classroom feel more human, more connected, and more alive. You don’t need to overhaul your entire lesson; just try one simple idea that adds a spark of joy to your students’ experience and see where it leads.
These joyful moments can increase engagement, deepen connection, and foster a more positive learning environment. Most importantly, by weaving joy into our teaching, we have the invaluable opportunity to inspire a lifelong love of learning, one that reaches far beyond the walls of the classroom.
AI Disclosure: ChatGPT was used for basic copyediting and general proofreading to check for redundancies and identify grammatical and word usage errors. It was also used to inspire ideas for the title of the article.
Robin Wolpinsky, EdD, is a clinical assistant professor in the Mary Lou Fulton College for Teaching and Learning Innovation at Arizona State University. Her background and expertise are in school psychology, human development, special education, and adult learning. Dr. Wolpinsky is deeply committed to cultivating student success.
References
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