Tag: Strategies

How to Recruit Students Online: 10 Effective Strategies

Reading Time: 13 minutes

Now more than ever, knowing how to recruit students online is essential for success. In 2025, brochures and campus visits alone are no longer enough. A successful student recruitment plan requires a blend of innovative digital tools, personalized engagement, and a deep understanding of student behavior.

At Higher Education Marketing, we’ve spent years refining our approach to online student recruitment, and we’re excited to share ten proven strategies that can take your recruitment efforts from awareness to enrollment this year. Keep reading for a deeper understanding of the enrollment process, actionable tips on recruiting students online, and access to our student recruitment resources.

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Understanding the Enrollment and Decision-Making Process

The journey from awareness to enrollment as illustrated by the enrollment funnel is complex, often involving multiple stages of research, evaluation, and emotional investment. For prospective students and their families, choosing a school is a decision that balances academic aspirations, career goals, financial considerations, and personal preferences.

Understanding this process is essential for creating a recruitment strategy that aligns with their needs and motivations.

Stage 1: Awareness

At the beginning of the journey, students and their families are typically exploring broad options. They may be influenced by online advertisements, social media content, or recommendations. During this phase, your goal as a school is to make a positive first impression and provide easily accessible, engaging content. Students are looking for reasons to consider your institution, such as program variety, campus culture, or career outcomes. For families, financial feasibility and safety often rank high as priorities.

A strong online presence is crucial here, including a well-optimized website with clear messaging, visually appealing social media accounts, and engaging videos that spark curiosity. For instance, showcasing testimonials from students with similar backgrounds or aspirations can help prospective students visualize themselves as part of your community.

Stage 2: Consideration

Once students identify potential schools, they begin in-depth research. At this stage, they often turn to your website, virtual campus tours, and program details, comparing your institution to others. Families may analyze cost, scholarship opportunities, and academic flexibility, while students might focus on extracurricular activities, study-abroad opportunities, and campus life.

To meet these needs, your content should highlight differentiators, such as unique programs, industry partnerships, or alumni success stories. Transparent communication is key—clearly outlining tuition fees, application requirements, and scholarship opportunities builds trust. Including testimonials from alumni and current students in similar fields can help students and families see the real-world value of your programs.

Stage 3: Decision

When students are ready to make their final decision, the process becomes personal. Students and families are likely reaching out for additional information, attending virtual or in-person events, and engaging with admissions counselors. They want answers to specific questions, such as “What internships are available in this program?” or “What percentage of graduates find jobs in their field within six months?”

Personalized follow-ups play a crucial role in this stage. Schools that demonstrate a genuine interest in the student’s goals and address family concerns are more likely to earn their trust. Hosting webinars with faculty and student panels can also provide authentic insights that make prospective students feel more connected to your institution.

Stage 4: Enrollment

After narrowing down their options, students proceed with the application process. For many, this stage can feel overwhelming, particularly if they’re applying to multiple schools or navigating complicated requirements. Families, on the other hand, may focus on evaluating financial aid packages and understanding the return on investment.

Streamlining the application process is critical here. Ensure that your application portal is user-friendly, deadlines are clearly communicated, and the required documents are easy to upload. Offering guidance through a dedicated admissions counselor or chatbot can alleviate stress and improve the overall experience. Schools that simplify this process often see higher application completion rates.

After submitting applications, the waiting period begins. At this stage, communication should remain active. Personalized acceptance letters, invitations to exclusive admitted-student events, or detailed guides on the next steps can keep students and their families engaged while reinforcing their decision to enroll.

Source: HEM

Need support in your school’s online student recruitment efforts? Reach out to learn more about our services!

How to Recruit Students Online

Want to explore how to recruit students online in more detail? The answer lies in combining data-driven insights, engaging content, and personalized communication to guide students through their enrollment journey as discussed above. From leveraging SEO and social media ads to creating interactive virtual tours and using chatbots for instant support, online student recruitment requires a multi-faceted approach that captures attention, builds trust, and inspires action. In the sections that follow, we’ll discuss ten proven strategies that can help you move prospective students seamlessly from awareness to enrollment. Let’s get started!

1. Start With Data-Driven Audience Insights

The foundation of any successful recruitment strategy is understanding your target audience. Relying on broad demographics is no longer enough. Why is that? Today’s students expect hyper-personalized messaging at each level of the enrollment funnel.

Tools like Google Analytics, CRM systems, and social media insights provide invaluable data on prospective students’ preferences, online behavior, and decision-making patterns. The information you glean from your detailed demographic research will help you make informed campaign decisions.

Behavioral information such as the length of each session, the devices used, bounce rates, and session attribution provides insight into how people are engaging with your site, when and why they may lose interest, and whether your site is optimized for desired actions such as filling out contact forms or subscribing to newsletters. If you’re looking to revamp your school’s online recruitment efforts, the use of data analytics tools is an excellent way to start planning.

2. Invest in Search Engine Optimization (SEO)

Visibility is key in the awareness phase, and SEO ensures your school appears where prospective students are searching. Optimizing your website and blog content for high-ranking keywords can drive organic traffic from search engines. Long-tail keywords tend to be the most effective.

Long-tail keywords are highly specific search terms that prospective students use when looking for educational opportunities. These phrases, such as “best online MBA programs for working professionals” or “affordable graphic design diploma in Vancouver,” often reflect a searcher’s intent more clearly than generic keywords.

For schools, targeting long-tail keywords can drive qualified traffic to your website by connecting with students who are already in the decision-making phase. Unlike broader keywords, long-tail terms face less competition, making ranking higher in search engine results easier.

To effectively use long-tail keywords, start with thorough keyword research. Tools like Google Keyword Planner, SEMrush, or AnswerThePublic can uncover phrases students frequently search for. Analyze internal data, such as search terms used on your site, or interview current students to understand how they found your programs.

Pay close attention to questions students ask during open houses or information sessions—these often provide insight into potential long-tail keywords. Incorporating these terms naturally into blog posts, program pages, and FAQs can help your school align with the needs of prospective students, driving meaningful engagement and boosting enrollment. Additionally, focusing on local SEO—like “business schools in New York”—can capture the attention of students looking for programs within a specific region.

Source: Google | Matthew’s Hall

Example: If you want to maximize the effects of local SEO, you need a Google My Business account like the one pictured above. Prospects looking for schools in a particular geographic location are more likely to come across your school’s profile which reveals all the information they need to get in contact with you and even visit you in person. A Google My Business account also provides an official first impression of your school

3. Leverage Social Media Ads with Predictive Targeting

How does predictive targeting work on social media? By leveraging advanced algorithms, platforms like Facebook, Instagram, and TikTok analyze user behavior and identify prospective students who are most likely to engage with your content or apply to your programs.

This approach not only increases the precision of your campaigns but also optimizes your marketing budget by focusing on high-intent audiences. Schools can use predictive targeting to showcase program-specific ads to users who have expressed interest in similar fields, ensuring a personalized and relevant experience.

For instance, promoting STEM programs to students who frequently engage with tech or science content creates a stronger connection and improves conversion rates. Predictive targeting helps schools reach the right students at the right time, making it a highly effective strategy for boosting enrollment outcomes.

4. Develop Interactive Virtual Campus Tours

While in-person visits are valuable, virtual campus tours have become indispensable for reaching international and out-of-state students. These tours should be interactive, incorporating 360-degree views of classrooms, dorms, and recreational facilities.

You can go a step further by integrating live Q&A sessions with student ambassadors or faculty during the tours. This provides a personalized touch and provides the opportunity to share valuable information and address concerns or barriers to enrollment.

Source: University of Toronto | Virtual Campus Tours

Example: The University of Toronto provides detailed, user-friendly virtual tours complete with a menu, high-quality 360-degree imagery, clear audio guidance, and valuable information about student life and available on-campus learning resources.

5. Create Engaging Video Content Across Platforms

Video content continues to dominate online engagement. For this reason, schools that prioritize video marketing see higher application rates, as videos create emotional connections with prospective students. From testimonials and alumni success stories to faculty introductions and campus events, video content humanizes your institution.

Platforms like YouTube, Instagram, TikTok, and LinkedIn offer dynamic opportunities for schools to showcase their programs, campus life, and success stories in ways that resonate deeply with their audience. Videos can humanize your institution, create a sense of community, and provide visual storytelling that goes beyond text and images.

To start, consider the wide variety of video formats available and how each can serve a specific purpose. Short, attention-grabbing reels or TikTok videos are perfect for introducing prospective students to your campus culture or highlighting unique aspects of a program. For example, a day-in-the-life video of a current student studying abroad, participating in research, or preparing for a career in their field can inspire viewers to imagine themselves in similar roles.

Longer-form content, such as YouTube campus tours, faculty interviews, or alumni success stories, allows you to dive deeper into the value of your school and its offerings. Interactive live video events are a powerful tool for real-time engagement. Hosting live Q&A sessions with admissions counselors, students, or alumni provides an authentic look at your institution and builds trust with prospective students.

Leverage platform-specific trends like TikTok’s creative, relatable content to showcase your programs and connect with current student interests. Participating in viral challenges or trending audio can make your school approachable and relevant.

Optimize video formats for each platform—vertical for Instagram Reels and TikTok, horizontal for YouTube and Facebook—and include captions for accessibility. Focus on storytelling by highlighting the journeys of students, faculty expertise, and alumni success to create compelling, relatable content.

Source: TikTok | University of Manchester

Example: Here, the University of Manchester shares authentic, student-generated content that viewers will be able to relate to. This tends to be the most effective video format for fostering community among your student body and deepening your relationships with new leads.

6. Use Chatbots for Instant Engagement

Students today expect instant answers, and chatbots provide a seamless way to meet that demand. AI-powered chatbots can handle common inquiries about admissions deadlines, program details, and financial aid, freeing up your staff for more personalized interactions.

Source: Excel Career College

Example: Here, Excel Career College provides an instant chatbot option for site visitors. The tool asks questions to categorize each interaction, determining what information and resources to share with the user. Chatbots help streamline the enrollment process, particularly at the awareness stage, by providing a convenient way for important questions to be answered.

7. Build a Strong Presence on Review Platforms

Prospective students and their families often rely on online reviews to make decisions. Platforms like Google Reviews and specialized education sites are vital in this regard. Proactively managing your online reputation by encouraging current students and alumni to leave positive reviews can enhance trust and credibility. How can you build a strong public reputation?

To start, addressing negative reviews or complaints with empathy and transparency can significantly improve public perception. Schools should respond promptly to concerns, offering solutions where possible and demonstrating a genuine commitment to student and family satisfaction. A well-handled negative review can turn into an opportunity to show your institution’s dedication to improvement and care.

In addition, fostering community connections can garner a positive reputation and good reviews across various platforms. Parents and local communities play a crucial role in shaping your reputation. Hosting events such as open houses, community service projects, or alumni panels fosters goodwill and positions your school as an integral part of the community. Engaging with parents through newsletters, personalized communication, and parent-specific resources further strengthens relationships and encourages positive word-of-mouth.

Positive reviews can also be amplified by showcasing testimonials and case studies from current students and alumni. Create detailed profiles of students who have achieved their goals through your programs and share their stories on your website, social media, and promotional materials.

8. Offer Personalized Email Campaigns

Email remains one of the most effective tools for nurturing leads and guiding them through the enrollment funnel. Unlike many other channels, email provides a direct line of communication that allows your school to build meaningful connections with your audience over time.

By crafting personalized email campaigns tailored to the unique needs and interests of prospective students, schools can significantly enhance engagement and conversion rates. For instance, including program-specific content that highlights key features, career outcomes, and testimonials from current students or alumni can help prospects visualize themselves succeeding in that program.

Additionally, timely reminders about critical application deadlines, scholarship opportunities, or upcoming events like open houses or webinars create a sense of urgency and keep prospective students actively engaged with the admissions process. When done effectively, personalized email campaigns foster trust and rapport while providing valuable, actionable information that empowers prospective students to make informed decisions about their educational journey.

9. Host Webinars on Trending Topics

Webinars are a fantastic way to showcase your expertise and connect directly with prospective students. Hosting sessions on trending topics like “Careers in Artificial Intelligence” or “How to Finance Your College Education” can position your school as a thought leader in the field. During these sessions, including live interactions with faculty, alumni, or current students makes the experience even more compelling.

Source: The Academy of Applied Pharmaceutical Sciences

Example: The Academy of Applied Pharmaceutical Sciences puts itself at the forefront of pharmaceutical education on a variety of topics that appeal to career-seekers in the field by hosting several educational events each month. Their upcoming workshops and webinars are easy to find on their website. Users can also access recorded webinars.

10. Emphasize Alumni and Career Outcomes

Finally, showcasing the success of your alumni is one of the most compelling ways to attract prospective students. Highlighting career outcomes, such as high employment rates or notable employers, demonstrates the tangible value of your programs.

Showcasing alumni success is one of the most impactful ways to attract prospective students and their families. When students see tangible evidence of career achievements—whether it’s high-profile employers, entrepreneurial ventures, or significant industry contributions—they are more likely to perceive your programs as a pathway to their own aspirations.

Alumni stories provide real-world validation of your school’s value and help prospective students envision their future success. Leverage alumni by creating a dynamic “Alumni Success Wall” on your website or use social media campaigns that highlight diverse career paths. Include those in traditional corporate roles as well as entrepreneurs, creatives, and community leaders to represent a broad spectrum of success. Video testimonials can be particularly powerful, capturing the emotions, challenges, and triumphs of alumni journeys.

Schools can also build relationships between alumni and prospective students through mentorship programs, webinars, or networking events. For instance, hosting a virtual panel featuring alumni working in fields related to your school’s programs provides insights and inspiration for prospective students.

Source: John Cabot University

Example: John Cabot University has an Alumni Ambassadors Program designed to provide mentorship to current students and provide alumni with an interconnected network of fellow graduates and faculty members. Prospects like to know that access to your school’s support and resources doesn’t end at graduation. Like JCU, consider hosting regular events, encourage alumni to share their positive experiences with your institution, and foster mentorship within your culture.

Final Thoughts: Aligning Strategy With Student Expectations

In summary, let’s explore how to write a college recruitment plan that works. Online student recruitment is about building meaningful connections with prospective students. By integrating data-driven insights, focussing on connection and personalization, providing value, and streaming the enrollment process, you can create a cohesive, impactful approach that resonates with students at every stage of their journey, from initial awareness to final enrollment.

At Higher Education Marketing, we specialize in helping schools like yours navigate the complexities of digital recruitment. Let’s work together to create campaigns that inspire, engage, and deliver results!

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: How to recruit students online in more detail?

Answer: The answer lies in combining data-driven insights, engaging content, and personalized communication to guide students through their enrollment journey.

Question: How to write a college recruitment plan that works?

Answer: Online student recruitment is about building meaningful connections with prospective students. By integrating data-driven insights, focussing on connection and personalization, providing value, and streaming the enrollment process, you can create a cohesive, impactful approach that resonates with students at every stage of their journey, from initial awareness to final enrollment.

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January 15, 2025
2025 Education Marketing Strategies for Success

Reading Time: 8 minutes

Education marketing is poised for a transformative shift in 2025. As technological innovations accelerate and global competition intensifies, schools, colleges, and universities must adopt strategies that meet the evolving expectations of prospective students.

If you’re new to educational marketing or administration, you may benefit from a working definition of the topic we’re exploring. What is education marketing? Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders.

It involves creating targeted campaigns that address the unique needs, aspirations, and challenges of prospective learners. At its core, education marketing is about building trust, showcasing value, and creating meaningful connections that align an institution’s offerings with the goals of its audience.

This blog, inspired by insights from the webinar Staying Ahead in 2025: Top Education Marketing Strategies for Success, explores the key trends and actionable strategies to help educational institutions thrive in this dynamic environment. Let’s explore!

Struggling with enrollment?

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Great Expectations: What Prospects Are Looking for in 2025

Prospective students in 2025 demand education marketing efforts that resonate with their individual aspirations, challenges, and goals. Personalization has become a non-negotiable element of successful marketing, requiring institutions to deliver tailored messages across diverse platforms. Students value authenticity and transparency, seeking honest communication about program costs, outcomes, and career prospects.

Social proof is more influential than ever. Reviews, testimonials, and user-generated content (UGC) have become vital tools in building trust and credibility. Institutions that effectively showcase authentic student experiences on platforms like TikTok, Instagram, and YouTube can connect with audiences on a deeper level, cutting through generic promotional noise.

With over 70% of initial student engagement occurring online, a robust digital presence is critical. Schools with interactive websites, active accounts, and engaging virtual events stand out in an increasingly competitive global market. The ease of accessing information about institutions worldwide has raised the stakes, emphasizing the need for innovative and standout marketing strategies.

Source: HEM

Are you seeking strategies for a future-oriented education marketing plan? Reach out to learn about our specialized digital marketing services!

Leveraging AI for Personalization and Automation

Artificial intelligence (AI) is revolutionizing education marketing by enabling personalized and efficient communication. In 2025, institutions will be using AI-driven tools to deliver highly targeted content and streamline engagement processes.

AI-powered email marketing has proven to boost open rates and increase revenue per email by analyzing prospective student data. Dynamic segmentation, which groups students based on behaviours like website visits and social interactions, allows institutions to craft campaigns aligned with individual journeys.

Example: Putting prospects into groups based on their site usage as pictured below is the first step in dynamic segmentation. What comes next? Program your CRM system to update segments as prospects progress through the enrollment process, and finally, use automation tools (ideally integrated into your CRM program) to send follow-up messages after interactions like webinar attendances or program page visits. Amidst many competitors, you must stay fresh in the minds of your prospective students.

Source: HEM

Chatbots are emerging as indispensable tools for managing routine inquiries. Capable of handling up to 80% of these interactions, chatbots provide instant, tailored responses that improve lead-to-application conversion rates. From guiding students to specific program pages to assisting with application processes, chatbots reduce administrative strain while enhancing user experience. For international students, multi-language support ensures inclusivity and accessibility.

Example: Use Chatbots intentionally like the University of Windsor did below. Site visitors are asked with whom they would like to connect and are sent to a page where they can select the right person to meet their needs. This allows for a customized, self-directed experience.

Source: University of Windsor

Predictive analytics, another AI-driven innovation, enables institutions to anticipate prospective student needs. By analyzing past behaviors, institutions can proactively craft campaigns that address concerns and guide students toward enrollment.

By analyzing historical data such as website interactions, email engagement, and application trends, predictive analytics identifies patterns that signal a prospective student’s likelihood to take specific actions, such as submitting an application or attending an open house.

This technology allows institutions to craft highly targeted campaigns that address common concerns, deliver timely follow-ups, and provide personalized recommendations. Predictive analytics can be applied across various channels, including email marketing, chatbot interactions, and digital advertising platforms, making it a versatile tool for improving enrollment outcomes and optimizing the student journey.

Optimizing Digital Advertising Strategies

Digital advertising is an essential component of education marketing, and in 2025, precision and creativity will define success. Institutions are refining their pay-per-click (PPC) campaigns and leveraging video ads to capture attention and drive conversions.

Precision targeting through platforms like Google Ads and Meta Ads ensures relevance. Long-tail keywords and geo-specific targeting help align campaigns with user intent, making them more effective. For example, phrases like “best nursing programs in Toronto” resonate more with prospective students than generic terms such as ‘nursing programs’ or ‘nursing school’.

Video content continues to dominate as the preferred format for engagement. Authentic, short-form videos featuring user-generated content are especially effective. These videos highlight program features, campus life, and success stories, building trust and fostering emotional connections.

Engaging carousel ad formats are also gaining traction, offering a visually dynamic way to present multiple aspects of an institution in a single advertisement. By showcasing different programs, campus highlights, or student testimonials in a swipeable format, carousel ads keep prospective students engaged longer. These ads are particularly effective on platforms like Instagram and Facebook, where interactive content drives higher click-through rates and engagement.

Example: Static ad images are more likely to be skipped. Carousel ads are an attention-grabbing format that incites curiosity. Valuable, relevant, and short-form copy as pictured below works well as it keeps attention while imparting information your audience cares about.

Source: Concordia University

Remarketing strategies are proving invaluable for re-engaging prospective students. Dynamic ads tailored to past interactions, such as revisiting previously explored programs, help institutions stay top-of-mind and boost conversion rates. Platforms like TikTok provide creative opportunities to connect with younger audiences, further enhancing reach and engagement.

Navigating Changing Search Landscapes

The rise of AI-powered search engines like Google Gemini and ChatGPT is reshaping how users seek information. These tools prioritize conversational content and direct answers, requiring institutions to adapt their SEO strategies to maintain visibility.

Example: Incorporating conversational, question-based phrases as pictured below helps your site show up in search results. This is particularly relevant as AI, which favors concise answers, emerges as one of the most transformative education marketing trends. Try to add relevant, on-topic questions that your prospects are likely pondering into site content seamlessly. Then add the answer to that question. This boosts your chances of being featured in “People Also Ask” and other types of rich results.

Source: Gemini

High-quality, question-based content is essential for meeting the needs of AI-driven search engines and enhancing user experience. Institutions are optimizing FAQ pages to provide comprehensive, conversational answers to prospective students’ most common questions.

For example, detailed FAQ sections that include interactive components, such as collapsible menus or embedded videos, help address a wide range of inquiries efficiently. This approach not only supports AI-driven search tools like Google Gemini (Formerly Bard) and ChatGPT but also caters to user expectations for clear, straightforward information.

Voice search optimization further complements this strategy. With 58% of users relying on voice search daily, content must include natural, long-tail keywords that align with how people speak. For instance, crafting answers to questions like “What’s the cost of a nursing program in Toronto?” ensures visibility in voice and conversational search queries. Together, these strategies create a seamless path for students to access the information they need, whether browsing through AI-enhanced search results or engaging directly with an institution’s website.

Example: AI tools like Copilot pictured below offer user-friendly, well-structured answers to education-related questions, guiding prospective students effectively to your institution.

Source: Copilot

Local SEO remains a powerful driver of inquiries. Enhancing Google Business Profiles, incorporating location-specific keywords, and encouraging positive reviews are key strategies. Schema markup further boosts visibility by creating rich search results, such as event listings and review stars, that attract clicks and engagement.

Practical Strategies for 2025

Content remains central to education marketing success, but its format and delivery are evolving. High-quality, SEO-optimized content that directly addresses student questions is crucial. Institutions are increasingly adopting visual and interactive formats, such as infographics, videos, and quizzes, to create engaging and shareable content.

Marketing technology plays a pivotal role in streamlining operations. CRM systems and automated email tools enable institutions to automate routine communications, such as application reminders and follow-ups. This ensures timely interactions while freeing up resources for strategic initiatives.

Mautic is a cutting-edge CRM and marketing automation solution tailored specifically for the education sector. Built on the robust Mautic platform, HEM has enhanced this system to address the unique challenges and opportunities faced by educational institutions.

By enabling streamlined lead management, Mautic by HEM allows schools to segment, manage, and follow up with prospects efficiently, enhancing both cost-effectiveness and operational efficiency.

With Mautic, your school can supercharge your marketing efforts through automated email campaigns, customizable forms, and seamless workflows. The platform’s out-of-the-box custom reports provide deep insights into admissions efforts, helping schools track team productivity and the progress of leads through the enrollment funnel.

Tools for automated SMS and email follow-ups, meeting bookings, and calls empower teams to nurture leads effectively, turning prospects into enrolled students. Designed to simplify complex tasks and enhance collaboration, Mautic is the ideal solution for schools looking to elevate their student recruitment strategies.

In an era of rapid technological advancements, agility is essential. Institutions must regularly monitor campaign performance, experiment with new platforms, and stay informed about industry innovations. Being prepared to pivot strategies allows institutions to adapt to changing audience preferences and platform updates.

The Road Ahead

In summary, What will education marketing look like in 2025? In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively. When you embrace AI-driven tools, optimize digital advertising, and adapt to evolving search landscapes, your school can navigate the complexities of a highly competitive market.

As the digital-first generation redefines expectations, educational institutions have a unique opportunity to deliver value and build trust at every stage of the student journey. The strategies outlined here provide a comprehensive roadmap for success, ensuring your school sees results in 2025 and beyond.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: What is education marketing?

Answer: Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders.

Question: What will education marketing look like in 2025?

Answer: In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively.

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January 8, 2025
Top 5 Strategies to Enhance Cloud Security in Higher Education

The transition to cloud computing has revolutionized higher education by enabling enhanced collaboration, scalability, and flexibility. On the other hand, the cloud’s ability to improve data security is a substantial advantage that is often overlooked. Securing a cloud environment necessitates a proactive approach, rather than solely implementing cloud-based technologies. Here We have collated the top are five strategies to optimize cloud security in higher education:

Cloud security in higher education: Importance of data protection for HEIs

Higher education institutions have a great deal of sensitive student and institutional data to handle, hence data security and cloud security in higher education is a top issue. Safeguarding sensitive data depends on strong adherence to laws including FERPA and GDPR, therefore guaranteeing ethical usage, limited access, and safe storage. According to surveys, giving transparency and strong data protection a top priority and opting for solutions to protecting student data in the cloud not only helps to prevent breaches but also fosters staff and student confidence, hence improving engagement and institutional reputation.

5 Clever Strategies for Secure Cloud Adoption in Universities

1. Emphasize control rather than location

The belief that on-premises data storage is intrinsically more secure may be deceptive. Although server rooms appear concrete, they remain susceptible to breaches, natural calamities, and maintenance issues. Cloud solutions offer superior security features, like powerful firewalls, automatic backups across many sites, and multi-site processing to reduce risks and enhance recovery efficiency. Institutions may be confident that their data is secured by superior infrastructure.

2. Adopt the paradigm of shared responsibility.

Cloud security is not the responsibility of a single individual; it requires collaboration. The vendor is able to manage hardware maintenance, patching, and enhancements in physical infrastructure security by collaborating with a reliable cloud provider. This enables your internal IT staff to concentrate on strategic data governance, institutional policies, and user access control. By coordinating activities, academic institutions can enhance their security and facilitate more effective departmental decision-making.

3. Employ sophisticated security features

Cloud platforms offer a diverse array of integrated security features, including identity management systems, multifactor authentication (MFA), and advanced encryption. These features guarantee that only authorized individuals can access sensitive information. Moreover, cloud providers consistently enhance their security protocols to address emerging attacks, enabling your organization to remain proactive against potential hazards.

4. Make scaling easier without putting security at risk

Higher education needs are changing quickly, and old IT systems often can’t keep up. But the cloud lets you grow without sacrificing protection. Institutions can increase or decrease storage space, processing power, and entry controls without affecting the security of academic institutions and their data. For instance, access can be tailored to each role, so administrators, faculty, and students will only see data that is important to them.

5. Invite everyone to be conscious of cloud security in higher education

Usually, people are the weakest component in data security. As you migrate to the cloud, for instance, teach your employees and children about best practices include using secure passwords, turning on multifactor authentication, and identifying phishing efforts. Successful usage of the security features of the cloud reduces user error-related risks by means of informed communities.

Cloud technology in campus management – Creatrix Campus higher education cloud suite

The move to cloud technology in higher education is more than just a trend; it’s a huge chance to make data safer. Despite early concerns, institutions that follow these criteria can fully utilize the cloud’s data protection capabilities.

Higher education institutions can adapt to this new reality with Creatrix Campus’s robust, secure cloud-based technologies. Can you commit to data security? Secure cloud solutions for academic institutions may help your institution.Get in touch for details.

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January 3, 2025
Multi-Channel Marketing Strategies for Schools

Reading Time: 14 minutes

The rapid growth of the internet and social media have created a thriving online space for prospective students to explore educational offerings. It has also paved the way for a vibrant market that educational institutions can explore to attract students and boost their enrollment numbers.

Yet, even as these opportunities arise, schools still have to find the best ways to reach prospective students and their families. To make the most of these opportunities and properly engage the students using these platforms, today’s schools must master Multi-Channel Marketing.

At HEM, we know all about Multi-Channel Marketing and the value it brings to schools. We have over 15 years of experience in education marketing to draw from, so we know the strategies that give the best results. In this blog post, we’ll explore the basics and essentials of multi-channel marketing in higher education.

The information contained here will help schools create and implement an effective and comprehensive multi-channel marketing strategy. This strategy will help them boost visibility, increase engagement, and ultimately drive enrollment growth.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Understanding Multi-Channel Marketing in Higher Education

What is multi-channel marketing? Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads. Each channel serves a unique purpose, allowing institutions to create engaging interactions that resonate with students.

So why is multi-channel marketing important in education marketing? Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.

Today’s students are digital natives exposed to a lot of information from an unlimited supply of sources daily. Educational institutions must, therefore, maintain a presence across these platforms while tailoring content to their interests and needs.

Digital marketing for schools calls for a specific type of approach. This approach helps schools establish connections and strengthen their brand identity, turning initial curiosity into commitment.

The Importance of Consistency Across Channels

The importance of consistency in messaging with multi-channel marketing can not be overemphasized. When an institution provides a unified message across the board, it reinforces its identity and creates a seamless experience for students. When their messaging aligns, it builds their credibility and makes their message clear enough for the target audience who can, in turn, see the institution as genuine and reliable.

Key Channels and Their Specific Strategies for Multi-Channel Marketing for Higher Education

We start by asking – what is a multi-channel marketing strategy? It is an action plan that aims to reach and engage an audience via multiple channels. For education marketing, it is a set of plans to help schools become more visible and accepted by prospective students.

To create an effective multi-channel marketing strategy, schools should leverage the unique benefits that each platform contributes to the marketing effort. While it is important to maintain a consistent core message across these platforms, it is equally important to tailor approaches for each specific channel. Here’s how your school can achieve this across different platforms.

Social Media

Schools can use social media platforms like Instagram, Facebook, and LinkedIn to build strong connections with prospective students. They can showcase campus life and academic programs through short videos, student testimonials, and campus photos as part of efforts to show glimpses of the day-to-day experience for students. Also, they can share relatable stories and other behind-the-scenes content.

Platforms like TikTok and Instagram which focus on short-form videos can also be used to target younger audiences. Schools can explore this social media space where prospective students thrive. There, they can engage them in authentic, meaningful conversations and sell their offers to this audience.

Example: Randolph Macon College splatters social media images of students partaking in school events across their website. Clicking on any of these pictures will lead you to the social media posts from which the image was culled. These posts show what student life is like at the college.

Source: Randolph Macon College

Paid Advertising

Paid advertising, most notably via Pay-Per-Click advertising and social media ads, helps schools reach highly targeted audiences based on location, interests, and online behaviours.

While your social media ads highlight the lifestyle aspects of campus life and depict an ideal college experience, search ads should be geared toward academic programs and rankings. This makes it easier for institutions to reach the right audience at the right time. The focus here should be on creating clear, compelling calls-to-action (CTAs) like “Apply Now” or “Request Info.”

In addition, students who have previously visited the school’s site or engaged with their social media content can be targeted with “retargeting ads.” This is so the schools remain top of mind when they make a decision.

Example: This photo, culled from Instagram shows a sponsored “Week in the Life” post curated by students of Georgetown University/McDonough School of Business’s MSC in Business Analytics program. The post provides information about the university’s Online Master of Science in Business Analytics program and invites them to learn more with a boldly visible CTA.

Source: Georgetown University | School Instagram

Content Marketing

Institutions can use blogs, videos, and downloadable guides as a resource for selling their offerings to prospective students. They can post informative blog posts like “How to Choose the Right Major” or “Tips for Applying for Financial Aid” and, in the process, answer the questions that prospective students ask and help them make well-informed decisions.

Video content, shown via virtual tours, student testimonials, and even faculty introductions also provide valuable insights into what the campus environment and overall student experience look like.

Example: Here, John Cabot University allows visitors to its website to explore stories, and events, from its alumni, students, and faculty. You can learn important information from these sources from a place of trust and first-hand experience.

Source: John Cabot University

Website and SEO

A good SEO strategy for education marketing plays a key role in shaping how students find schools’ websites online. An optimized, well-designed website that contains relevant information and is easy to navigate can make a huge difference in a student’s SEO experience. By focusing on optimizing key pages that contain relevant information, these schools can steer prospective students toward the information they need.

This information may range from details on specific programs and campus events to admission requirements and tuition fees. Another important tip is to make the website mobile-friendly to cater to students who now research schools from their phones.

Video Marketing

Many schools today are increasingly switching to platforms like YouTube, Instagram Reels, and TikTok to create and showcase video content about their offerings online. Video Marketing for schools uses contents that go from ‘‘day-in-the-life” snippets of current students to tours of facilities and highlights of extracurricular activities.

This type of content bridges the gap between browsing and visiting in person by offering glimpses into the campus experience.

Email Marketing

Email Marketing offers a means for schools to deliver personalized, targeted messages directly to the inboxes of prospective students. This strategy proves particularly effective for keeping leads warm and sharing detailed information about programs, events, and application tips.

Thankfully, schools can now use automation tools to set up drip campaigns that direct students through the enrollment process. This way, they can furnish students with the right content at the right time during each stage of their decision journey.

Example: Here, The London School of Economics and Political Science delivers a personalized email to a prospective student. The email contains registration information and encourages the student to take immediate action with a clear CTA.

Source: London School of Economics

Review Platforms

Finally, review Platforms like Google Reviews or other sites that rank colleges. Positive reviews and testimonials from current students and alumni offer social proof that others have had positive experiences with the school. The reverse is also true.

As a prospective student, you’ll most likely be encouraged by and trust a school more if you come across these positive reviews on the school’s website. If you find thoughtful responses to negative feedback, you may interpret it as a commitment to growth and student satisfaction.

Mapping The Student Journey

To enjoy the benefits of Multi-Channel Marketing efforts, schools must understand the various stages of the student journey. Each phase calls for a different approach and set of strategies to engage with and make meaningful connections with students.

Source: HEM

Awareness Stage

This stage is the beginning of the student’s journey where they are exploring their options and just starting to research potential schools. Schools aim to build visibility and introduce their unique qualities to students at this stage, mostly using social media, blog content, and paid ads.

Consideration Stage

In this stage, students tend to compare their options while also seeking specific information on programs, costs, and campus life. FAQs, financial aid guides, virtual campus tours, and other content that can answer their questions provide value at this stage.

Also, schools can use emails and retargeting ads to provide extra reminders and insights, emphasizing why they may be the best choice.

Decision Stage

The decision stage is the stage where students are set to take action, from filling out applications to scheduling campus visits. At this critical juncture, clear calls to action can help speed up the enrollment process.

Schools can embed these CTAs directly in blog posts and landing pages to capture leads and increase conversions. They should also provide straightforward application instructions, important deadlines, and information on securing financial aid at this stage.

Example: ENSR, shown below, provides links to application forms, contact forms, and tuition information to students who click on the “Apply to ENSR” menu. The next page opens up to a welcome page and caters to students who may have decided to apply to the school.

Source: ENSR

Enrollment Stage

At this stage, the students have decided to attend the institution, so it is now the institution’s prerogative to maintain that connection. Schools may use such onboarding processes as welcome emails, orientation materials, and pre-arrival checklists to help students prepare for their first day on campus.

This way, the schools can ease their new students and in the process, receive commendation and long-term loyalty from the students.

Channel-Specific Strategies For Education Marketing

While schools should aim to be consistent with the core message of their marketing, there’s value in using tailored approaches for each channel they seek to engage students with. For instance, if you were promoting a university open house, you could implement a multi-channel campaign with the following strategies:

Social Media Ads: Short, engaging videos on Instagram and Facebook could showcase a vibrant campus environment and invite students to attend the open house.

Email Marketing: Personalized emails sent to prospective students at various stages of the admissions funnel could provide detailed event information and even offer one-on-one consultations.

PPC Ads

Google Ads targeting students actively searching for open houses or virtual tours could ensure the campaign reaches the right audience.

Landing Page

A dedicated landing page featuring event details and a user-friendly registration form could simplify the sign-up process and increase conversions.

With such a strategic approach, educational institutions can boost event attendance and applications, creating a more engaging and impactful marketing campaign.

Tracking and Measuring Success

Here are some of the key tools that schools can use to ensure the effectiveness of their Multi-Channel Marketing efforts.

Google Analytics: This critical tool helps in tracking website traffic, user behaviour, and conversions across various digital touchpoints. It helps schools identify the channels driving the most traffic and leads so they can adjust their strategies accordingly.

Customer Relationship Management (CRM)

Schools can use platforms like Mautic, Hubspot, or Salesforce, to track individual students interacting across multiple channels. This helps to ensure that there’s consistent follow-up on choices made by the students.

Social Media Analytics: With tools like Facebook Insights and Instagram Analytics, schools can track engagement, reach, and follower demographics to understand which content types resonate most with their audience.

For example, Facebook Insights highlights post reach, allowing schools to identify top-performing content, while Instagram Analytics provides data on story interactions and audience behaviour.

Leveraging these insights, schools can refine their social media strategies, focusing on content that maximizes visibility and engagement with prospective students.

Email Marketing Platforms: Platforms like Mailchimp and Constant Contact enable tracking of open rates, click-through rates, and conversions. They then help to offer insights into how well email campaigns are working.

PPC Campaign Trackers: Use tools like Google Ads and Facebook Ads Manager to monitor clicks, impressions, and conversions. This helps you assess the quality of traffic your paid ads are driving to your school’s websites.

How To Synergize Email, Social Media, Blog Posts, and Paid Ads for Maximum Reach and Engagement

As a school keen on reaching and engaging prospective students, you need to build a cohesive approach that unifies your social media, ads, and blog posts. Here’s how to achieve this.

Create a Unified Campaign Calendar

This is most often the first step towards aligning content across your different platforms. It helps create a connection between the channels you use, so prospective students who explore these channels can always get a clear picture at all times.

You can launch a blog post to introduce a topic, push it further with social media snippets, and proceed to send emails that buttress the message and call for action.

Example: The marketing calendar of one of HEM’s client schools, revealing clear and coordinated schedules for content, social media, email marketing, and paid advertising across several platforms.

Source: HEM

Drive Traffic from One Channel to Another

Students should be moved to visit your other platforms when they check out one of them. One trick is to add links (that lead to a blog post) to a CTA you insert somewhere in a social media post. You can also add social sharing buttons to email newsletters so people who read them can help spread your content.

Use Consistent Branding and Messaging Across Platforms

How can schools build their brand reputation? Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students. The same logos, colours, and taglines should be used across emails, social media posts, blogs, and ads. If you’re promoting an event on different platforms, use the same visuals and phrasing across the board so people can recognize them immediately.

Example: Observe how The London School of Economics and Political Science maintains consistent visuals across their email, YouTube, and website platforms.

Source: London School of Economics

Leverage Audience Segmentation

Segment your audience to deliver tailored content that students at various stages can relate to. You may send unique emails to seniors and juniors or target social ads based on location. Also, reach parents who make key decisions on issues regarding K-12 education and create content that appeals to them and their kids.

Optimize Content Based on Platform Performance

Keep tabs on your engagement across channels to refine your approach when necessary. So, if your Instagram posts highlighting student success stories perform well, you can use that type of content in emails and add to achieve similar results.

Use Automation to Simplify Cross-Platform Synergy

Schools can simplify their content and create consistent messaging across channels using automation tools. An example is the use of automated email sequences to respond to brochure downloads, which can help engage students without manual follow-ups.

Using Automation to Streamline Multi-Channel Engagement

Automation tools, when used in education marketing, can integrate platforms and personalize messaging. This then makes it easier to reach out to prospective students. Here are a few of such tools for schools to consider using:

Customer Relationship Management (CRM) Systems: Schools can use good CRM systems like HubSpot and Mautic to store student information, automate follow-ups, and score leads. This can help admission teams prioritize their student engagement strategies and avoid missing opportunities.

Email Marketing Platforms: With platforms like MailChimp and Hubspot, you can create automated emails that are set off by specific behaviours or actions online. An example is where students receive a follow-up email with more program details when they download a brochure. This helps you sustain and maximize student engagement with minimal oversight.

Social Media Scheduling Tools: Scheduling tools like Hootsuite and Buffer allow you to post across platforms in advance so you can more consistently and promptly drive engagement.

Automated Workflows: Here are several automated workflows, with examples, that schools can use.

→ Triggered Emails Based on Behaviour: These types of emails are automatically sent when a prospective student clicks a link, downloads content, or visits a specific webpage. For example, a prospective student who downloads a program brochure from your website could automatically get a follow-up email offering more details about the program and campus tours, or webinar invites. Another reminder will be sent to the student a couple of days later if they fail to click the link even after opening it.

→ Remarketing on Social Media: Here, students who have not taken action having already shown interest are re-engaged. You can use this strategy if, for instance, a student doesn’t complete an inquiry form after visiting your school’s admissions page. In this case, you can automatically display ads (for a Facebook or Instagram remarketing campaign) that remind the student of application deadlines or show student success stories.

Nurturing Long-Term Leads with Automated Drip Campaigns: Automated drip campaigns help schools follow up on students who are yet to make a decision, by using (for example) a series of pre-written emails sent at specific intervals. As an example, it can involve a school sending periodic emails with useful content, like “What Makes Our University Stand Out,” and “Tips for Completing Your Application” to students who fill out inquiry forms without immediately applying.

Automated Lead Scoring: This is an automated process that assigns a score to each prospective student based on their interactions with your marketing content. This helps to prioritize high-interest students for personal outreach. You can assign higher scores to, say, a student who downloads your school’s brochure and opens three newsletters. This then alerts the admissions team to reach out to them more intently.

Data-Driven Decision-Making with Analytics: Analytics tools like Google Analytics 4 provide insights into what’s working across your channels and allow you to refine your marketing focus. Track metrics like website traffic and conversion rates to make data-driven marketing decisions. This way, you can make informed adjustments and improve student recruitment.

Final Thoughts

As the prospects in education marketing become even more complicated, schools must master and develop the right strategies for Multi-Channel Marketing to thrive. This involves fully understanding the student journey, coordinating campaigns, leveraging diverse platforms, and making data-driven decisions, among other things discussed here.

Ultimately, the successful implementation of multi-channel marketing relies on consistency, strategic planning, and leveraging the unique strengths of each platform. Begin by understanding your audience and their journey, and use the tools at your disposal to make meaningful connections that lead to increased student enrollment. With these strategies in place, you can position your school to enhance its reach, drive engagement, and reach its enrollment goals.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: What is Multi-Channel Marketing?

Answer: Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads.

Question: Why is multi-channel marketing important in education marketing?

Answer: Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.

Question: What is a multi-channel marketing strategy?

Answer: It is an action plan that aims to reach and engage an audience via multiple channels.

Question: How can schools build their brand reputation?

Answer: Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students.

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November 27, 2024
College Recruitment Strategies and Ideas to Boost Enrollment

Student Recruitment Ideas for Better Enrollment Marketing

College recruitment strategies have undergone a seismic shift in recent years with the rise of an always-on digital audience and the growing accessibility of online programs. Fewer geographical constraints and heightened competition have fueled this realignment, prompting institutions to craft student recruitment strategies that are as dynamic as the students they aim to enroll.

In the modern, digital-first landscape of higher education, recruitment season is no longer confined to the traditional August to December window. Students are applying and enrolling year-round, and your institution must constantly assess which strategies are driving results and which are falling flat.

By embracing smarter, data-driven marketing tactics, you can stand out in the crowded landscape of online education, uniting students under the shared mission of your institution.

The Importance of Student Recruitment Strategies

You’ve been working in higher education for over a decade, but recently, student recruitment seems harder. You’re not alone. Prospective students are going in less traditional directions and finding cheaper, faster ways to become qualified for the workforce through modalities such as online certificates and boot camp programs. Inflation isn’t helping either.

But through a realignment of strategy to meet digital native consumers, you can meet students where they are and capitalize on projected enrollment growth.

Don’t get scared into sticking with outdated ways of reaching prospective students. Instead, rise to the challenge, get a better understanding of the landscape you’re working with, and refresh your enrollment marketing strategy.

3 Student Recruitment Strategies

We won’t tell you that all traditional marketing strategies are outdated, but we do want to make it crystal clear that students are online. They’re surfing the web on their smartphones and discovering new universities and programs through (mostly mobile) online journeys. If your enrollment strategy isn’t rooted in this reality, you’re at risk of losing more than half of your potential students.

1. Meet Them Where They’re At (On Their Phones!)

With 91% of the U.S. residents owning a smartphone, it’s no surprise prospective students are surfing the web from their mobile devices. In fact, a recent report by Oberlo tells us that over 60% of all internet traffic comes from mobile devices.

Most of the time, however, our web developers, brand managers, and marketing professionals are viewing and building websites on their desktop computers. While working from a computer is convenient, it’s imperative that every single UX/UI change made to your university/program website is tested on both desktop and mobile.

Don’t lose out on prospects just because you didn’t consider both desktop and mobile website views in your design process. It may seem obvious, but plenty of colleges and universities aren’t considering this important strategic detail.

2. Consider Utilizing Paid Media

Now that you’ve cleaned up your mobile site, you’re ready to start pushing students from other platforms to your program pages through a key college recruitment strategy: paid media. While paid media isn’t the cheapest option, it’s often one of the most effective. Google Ads, LinkedIn, and Facebook provide fairly straightforward ways to spend for clicks.

We recommend starting with PPC (pay per click) campaigns to attract prospective students to your site. These campaigns help the most with bringing in entirely new audience members whom you may not have been able to reach through organic efforts. The internet is vast, and it’s not always easy to track down potential candidates without some extra help.

After bringing in new prospects from platforms like Google and LinkedIn, your job is to create a journey where they’ll sign up for your newsletter or respond to a survey so you can effectively follow up and make their click worthwhile. It may seem pricey at first, but once the leads start coming in and you’re able to connect with them well after that first click, you’ll see the return on investment.

PPC campaigns can also help speed up the process if you’re finding yourself behind on your goals this quarter.

3. Tap Into Popular Platforms and Their Users

If paid media feels a bit too far out of reach, some high-growth organic options can help your student recruitment strategy.

Use Instagram to Engage With Students

Most institutions now have a presence on LinkedIn and Facebook, but university marketers may be missing a huge opportunity with Instagram. A recent article from RivalIQ cited higher ed’s impressive average engagement rate of 2.43% on Instagram, compared with the median across all industries of 0.43%.

Instagram should be used in a completely different way than Facebook and LinkedIn, which can be deterring for content teams, but clearly prospective students are interested in engaging there. Be sure to connect with them and provide tailored content.

Harness the Power of Testimonials

When you hear the words “influencer marketing,” you may think of famous teenagers with millions of followers dancing their hearts out to a 15-second song. While plenty of those influencers are out there, so are users who share their educational journeys, financial tips and tricks, and personal stories about their lives and experiences.

With the number of graduates, administrators, and staff members your school has on social media, you’re sure to find some influential users who are willing to share their satisfaction with your program on their channels. It doesn’t require millions of followers either.

Nano influencers (influencers with a following between 1K and 10K) are “everyday people” who come across as more authentic and with much more enthusiasm than the players in the big leagues (micro/macro influencers). According to a recent study from Matter Communications, 69% of consumers depend on recommendations from influencers, family members, and friends over information provided by brands. That means two of every three consumers want to read reviews from online personalities they see as trustworthy sources — an amplified version of word-of-mouth marketing.

Use Short-Form Video to Reach New Audiences

Short-form video is an important college recruitment strategy for engaging with students. Though the style of content may seem daunting and the editing may seem like a lot of work, recent studies have indicated that Gen Z users prefer TikTok for search over Google — making it an indispensable part of your strategy.

Although prospective student demographics look different across universities, your target students are likely on TikTok. And more importantly, they’re using it as a source of information. The hashtag #LearnOnTikTok had over 360 billion views as of 2024, according to The Leap.

Think of the reasons users visit your website — and the questions they have — and use that insight to inform the kinds of content you can provide to educate prospective students.

We Can Help Build Your Online College Recruitment Strategies

The higher-ed landscape is still undergoing unexpected shifts at a faster rate than most of us are ready for. Some days, you might feel like you’ll be playing catch-up for ages, and evolving marketing tactics might make that race feel even harder. It’s a lot to manage a robust omnichannel college recruitment strategy, but you don’t have to do it all internally.

At Archer Education, we partner with colleges and universities to create effective messaging that will illuminate your brand’s strengths and unique values to attract and convert high-quality students. Our experts are always in the know, employing tech-enabled, modern enrollment tactics to attract prospective students’ attention, drive engagement, and facilitate action. Don’t overstretch your team members — let us help. Contact us today for more information.

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November 17, 2024
The Enrollment Shift: Strategies for Engaging the Modern Learner

Meet Maria. A recent high school graduate with her sights set on a career in web development, Maria surprised her family by choosing a six-month accelerated certificate program at a local community college over a traditional four-year computer science degree. Why? Because Maria, like many of today’s learners, prioritizes a fast track to career readiness, affordability and the flexibility to learn at her own pace. She’s not alone. This trend is playing out across the country, forcing institutions to rethink their approach to attracting and retaining students.

Maria’s story exemplifies the enrollment shift happening in higher education. Greg Clayton, the President of the EMS division of EducationDynamics says: “Higher education isn’t collapsing, it’s shifting. Schools must adapt to meet the evolving needs of today’s students or they will be left behind.” This shift is driven by a confluence of factors, from changing demographics to evolving student priorities and the rise of new technologies.

Changing How We Think About the Coming Enrollment Cliff

As we covered earlier this year in our blog post about the Enrollment Cliff, higher education is about to come up against a demographic shift that will impact first-year enrollment, starting with the Fall 2025 class. With this demographic “apocalypse” just on the horizon, all eyes and thoughts have been on what to do about a shrinking pool of 18-year-olds looking to start their first year of college.

However, as research from the National Student Clearinghouse Research Center (NSCRC) indicates, we may be looking at an Enrollment Shift that is happening concurrently with the Enrollment Cliff. The latest NSC data for 2024 shows that while enrollment rose 3% overall for the Fall 2024 term over the Fall 2023 term, Fall enrollment for incoming freshmen is down across all institutions at an average of 5%. To be clear, we have not hit the Enrollment Cliff yet. The importance of this data cannot be overemphasized. If 18-year-olds are already considering waiting or taking alternate paths to the workforce and obtaining a degree, the demographic shift will hit that much harder, over a longer period of time.

Digging further into the data reveals even more startling numbers, which show larger shifts in enrollment trends based on economic background. Compared to Fall 2023 enrollment, institutions which have a high percentage of students utilizing Pell grants, the retraction for both publics and private non-profits is over 10%. From the students’ perspective, “middle” income households are also seeing the steepest decline, at 8%.

So what does this tell us? It is telling us that the background noise over the past 5-7 years regarding the cost of getting a degree, the methodology with which they are achieved and the career/economic outcomes afterward are absolutely being reflected by the decisions people are making who are most impacted by these economic realities. It is telling us that the current model is not working, it is unsustainable – it is untenable for the students and it is untenable for the schools that are supposed to support them. Match this massive regression in the market with the actual Enrollment Cliff and the numbers are more than startling. It is in the millions, compounded by each year of subsequent birth decline.

And what is making up for this loss in incoming freshmen? As we have stated before, it is being fueled by a surge in “non-traditional” students – adult learners, international students and those returning to college to upskill or reskill. These students bring with them a wealth of experience and a clear sense of purpose, but they also have unique needs and expectations. Institutions must be prepared to cater to this growing population by offering programs and services that align with their goals and lifestyles.

Furthermore, the “some college, no credential” (SCNC) population, now numbering 36.8 million, represents a significant opportunity for higher education institutions. Re-enrollment among this group increased by 9.1% in the 2022-2023 academic year, demonstrating a growing desire for continued education and career advancement. Reaching out to this population and providing clear pathways for degree completion can be a valuable strategy for boosting enrollment and serving a population eager to advance their careers.

It’s also important to recognize that age is no longer a predictor of learning modality. Many younger students, like Maria, are opting for part-time enrollment, online programs, or alternative credentials that offer a quicker path to employment. The Modern Learner, regardless of age, demands flexibility and relevance. They are digital natives, accustomed to accessing information and services online and they expect the same level of convenience and personalization from their educational experiences.

The Rising of the Modern Learner Era

To thrive in this new era, consider some of these strategies higher education institutions to adapt to the needs of the Modern Learner.

Offer Flexible Learning Options

Expand online and hybrid learning modalities to cater to students who need flexibility in their schedules and learning environment. Offer evening, weekend and accelerated programs to accommodate those balancing work and family commitments. Provide multiple start dates throughout the year to allow students to enroll when it’s convenient for them. Consider incorporating modalities like microlearning and self-paced learning to further cater to individual needs. Offer mobile-friendly learning platforms and resources to allow students to learn on the go.

Focus on Career Relevance

Develop programs that align with current and future workforce needs. Partner with employers to offer internships, apprenticeships and other work-based learning experiences that provide students with practical skills and industry connections. Embed industry-recognized certifications within degree programs to enhance their value and marketability. Actively promote career services, networking events and alumni mentorship programs to connect students with career opportunities. Conduct regular labor market analyses to ensure programs are aligned with current and emerging industry trends.

Make Education More Affordable

Increase the availability of scholarships and financial aid to help students manage the cost of education. Explore tuition discounts for employees of partner organizations to incentivize upskilling and reskilling. Promote tuition payment plans to make education more accessible to those with limited financial resources. Consider offering income-share agreements or other innovative financing models to align the cost of education with future earning potential. Provide clear and transparent information about tuition costs and financial aid options.

Provide Robust Student Support Services

Offer personalized academic advising and career counseling to help students navigate their educational journey and achieve their career goals. Provide support for students balancing work, family and other commitments, such as childcare resources, online tutoring and flexible scheduling options. Create a welcoming and inclusive campus environment where all students feel supported and valued. Offer mental health services, accessibility resources and dedicated support for diverse student populations, including first-generation students, veterans and students with disabilities.

Streamline the Transfer Credit Process

Implement a clear and transparent transfer credit policy to facilitate the seamless transfer of credits from other institutions. Adopt a generous policy on accepting transfer credits, recognizing the value of prior learning and experience. Provide dedicated support for SCNC students to help them navigate the re-enrollment process and complete their degrees. Consider implementing prior learning assessment (PLA) programs to grant credit for knowledge and skills acquired outside of the traditional classroom. Develop partnerships with community colleges and other institutions to create seamless transfer pathways.

Leverage Technology to Enhance the Student Experience

Use data analytics to personalize communication and support, tailoring messages and interventions to individual student needs. Implement user-friendly online platforms for course registration, financial aid and other services, making it easy for students to access information and complete tasks. Offer on-site chat options on school websites to provide immediate assistance and answer questions in real-time. Explore the use of AI-powered chatbots to provide 24/7 support and personalized guidance. Utilize virtual reality and augmented reality technologies to create immersive learning experiences.

Embracing the Enrollment Shift

The future of higher education depends on its ability to adapt to the evolving needs of the Modern Learner. Institutions that embrace flexibility, affordability, career relevance and student-centered approaches will be well-positioned for success.

It’s time to embrace the enrollment shift. By understanding the motivations and priorities of today’s students, higher education can evolve to meet the challenges and opportunities of the 21st century. This requires a shift in mindset, from a focus on traditional models of education to a more agile, responsive and student-centric approach.

EducationDynamics is your partner in navigating this changing landscape. We provide the expertise and solutions you need to attract, enroll and retain Modern Learners. Contact us today to learn more.

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November 4, 2024
SEO for Higher Education: Strategies in 2024
Boost Your Enrollment Cycle With These Higher Ed SEO Strategies

Billions of queries occur daily through global search engines on desktop, mobile, and voice devices. These organic searches are the largest drivers of website traffic, particularly for higher education institutions, making SEO an essential ingredient in the recipe for generating student leads. A student’s journey toward enrollment is a roller coaster of considerations. From looking at financial costs and career opportunities to assessing workloads and faculty projects, students turn to search engines to answer their questions.

Optimizing your university’s website involves looking at a variety of SEO factors: webpage speed, page titles and headings, URL structure, link building, content, and more. Here at Archer, our higher education SEO team members have expert insight at every step on the path toward optimizing a university’s website, including technical on-page improvements, off-page link building, and, most importantly, content creation and promotion.

Let’s explore how your institution can stay relevant and bring new prospective students in with a sophisticated higher education SEO strategy.

SEO for Higher Education: What You Need to Know

Online content saturation is at an all-time high, and competition in higher ed is intensifying. Meanwhile, the audiences that institutions are marketing to have become less traditional.

Capturing the attention of prospective students at a critical point in their college enrollment journey takes a deep understanding of all the nuances of search engine optimization, including search intent, click-through rates, and mobile experience. To create content that will engage online audiences, universities must have strong SEO strategies to ensure brand discovery.

7 SEO Strategies to Boost Your College Enrollment Cycle

Our higher ed SEO experts have pulled together a list of seven strategies to help capture students along their path to college enrollment. Their expertise will help guide you in discerning what’s important in an SEO strategy and where to set focus for the rest of the year.

1. Determine Your Student Journey

Student journey maps are going to be key in helping you guide the focus and intent of your content. How are you making students aware of your programs? At what point are they considering your programs? Where in the journey do they make a decision, and what do they need to get there?

Students looking to advance their academic and professional careers are at some point in the sales funnel, but they’re also at some stage in their search engine journey. If you’re doing it right, you’ve constructed this journey carefully and provided several different routes for the different kinds of prospective students you interact with.

For example, a student might be only tangentially familiar with the construction industry, so you can gain their interest by crafting a piece about construction careers that graduates can enter after receiving a construction management degree. On the other hand, a student might be further along in their journey and might be at the point of more serious consideration of an engineering degree. For this student, you can craft a post about stress management for engineering students.

If you want to get students to your website, finding blog topics is only half the game. Using keywords to optimize your content is how you push those posts to the finish line. Google’s latest algorithms emphasize value, so figure out what value you can provide your reader at every stage of inquiry.

By walking through the student’s college enrollment experience and differentiating content based on the needs of each stage, you can curate specific content to respond to their search intent, keep them engaged with your brand, and guide them down your content map to a post that encourages them to convert.

2. Satisfy Student Search Intent

Since search intent is Google’s ultimate goal, when it comes to SEO for higher education, keyword research and content creation that match the student’s search intent should be a primary focus.

The “How to Become a CEO” article above is a great example of a university-created piece of content that matches search intent and provides steps that show how the university program can help the searcher accomplish their goal. Content should discuss a range of topics that align with the university’s mission and program’s course curriculum while still keeping the searcher top of mind. With each piece of content, you’ll be able to attract a variety of students who are in different places in the student discovery process.

Each of these posts should have a strong call to action (CTA) that intrigues prospective students to learn more about the university’s program and how they can become more involved and apply. This CTA can include an aesthetically pleasing “learn more” button that directs readers to a “request more information” form.

3. Apply Google’s Helpful Content Update Learnings

In 2023, Google introduced a new helpful content algorithm intended to help searchers find relevant results. This update is intended to weed out nonhelpful search results, defined as content that lacks experience, expertise, authoritativeness, or trustworthiness (E-E-A-T).

What does this mean for universities? Crafting high-quality content that meets student search intent is even more important. Instead of focusing solely on SEO keywords, university website pages and blogs need to meet Google’s quality standards in one or more E-E-A-T fields.
- Experience: The content is created by someone with firsthand involvement in the subject matter.
- Expertise: The content creator has formal knowledge of the subject matter.
- Authoritativeness: The content contains credible information, and the website has a good reputation for providing quality content.
- Trustworthiness: The content includes clear and transparent sourcing to verify the accuracy and reliability of the information.
Universities can meet these expectations by providing high-quality information that highlights faculty and student experiences and expertise.

4. Elevate Your Content Strategy

Searchers are no longer satisfied with traditional text-based content or boring images. This is especially true for millennials and Gen Zers, who account for 42% of the U.S. population, according to Statista, and the majority of a university’s target market.

To capture the attention of these easily distracted searchers, higher education SEO strategies should branch out beyond traditional articles and infographics to include visually captivating and psychologically intriguing content, such as interactive graphics or videos. This refreshed content strategy should aim to not only catch a searcher’s immediate attention but also leave a lasting brand imprint to intrigue searchers to come back for more.

Check out the following example of an engaging piece of content from Zippia.com that outlines the different career paths for cost accountants. The piece is interactive, allowing the user to move their mouse along the different career paths to reveal more detailed and relevant information.

This interactive map is fun and easy to use while still providing the quality and quantity of content the user is looking for. It illustrates the kind of memorable yet useful experience required to capture a student’s attention.

5. Occupy Google Search Results

Occupying more real estate on ever-evolving search engine results pages (SERPs) is more crucial than ever. A large number of Google searches do not result in a click. With the advent of more featured snippets, the importance of a technically sound website, structured data, and high-quality content grows.

While on-page SEO is still crucial for ranking on the SERP, off-page efforts and creating a user experience (UX) that expands past your website are the next wave of occupying internet real estate. Off-page citations, or references to your institution on websites such as U.S. News and Wikipedia, will push hints and signals to Google that validate your brand. Quality higher education SEO strategies should also include a UX that helps your site stand out in today’s saturated marketplace.

6. Optimize Your Website for Mobile

To enhance the college enrollment funnel experience, you need to maintain the health of your website for both desktop and mobile.

Since a majority of search engine visits come from mobile devices, there’s no question that higher education SEO teams should be focusing on the mobile user experience of their websites. Now that Google has mobile-first indexing best practices, your team has new factors to consider. If your website’s content differs between desktop and mobile, for example, then your site is at risk of having pages not indexed or crawled, which could result in a significant loss of traffic.

For starters, ensure that desktop and mobile versions of your website have identical content, as well as identical technical elements, such as structured data and meta tags. Whether you’re developing content or updating your website design, always be sure to consider both platforms in any updates you make.

7. Understand Your Competition

With Google ads for search terms like “online mba” generating a high cost per click (CPC), higher education is one of the most competitive segments of search engine rankings. Why? Simply put, graduate degree programs are expensive and have large marketing budgets. In addition, affiliate marketing is rampant in the higher education space. What’s affiliate marketing? Affiliate marketers in higher education essentially sell student leads to universities.

These affiliate sites often have large SEO budgets and benefit from degree ranking and badging tactics. Take a look at the density of non-edu sites in the search results by Googling “online mba.”

In addition to competing with a number of affiliate websites, traditional schools have to compete with for-profit institutions and institutions with powerful national and regional brands.

Despite the competitive market, a long-term higher education SEO strategy, with a nuanced understanding of the market, can yield tremendous results around student enrollments and thought leadership.

SEO for Higher Education: Boost Your Results with Archer

Here at Archer Education, we partner with accredited universities to help higher-ed leaders and marketers accelerate online learning growth and enrollment. We offer a variety of tech-enabled marketing, enrollment, and retention services, and our team of SEO experts is always up to date on strategies to help your program gain visibility in prospective students’ search results.

Our SEO tactics can help your university:
- Increase its visibility in student-generating keywords
- Grow the amount of organic traffic to the site
- Ensure its site is optimized for organic search
Contact us or visit our SEO tactics page to learn more about how Archer can help you reach your enrollment goals.

Sources

Backlinko, Search Intent and SEO: A Complete Guide

Forbes, “Understanding Google’s Mobile-First Indexing To Generate More Traffic To Your Website”

National Student Clearinghouse Research Center, Current Term Enrollment Estimates

Statista, U.S. population Share by Generation 2023

Zippia, How To Become A Cost Accountant: What It Is and Career Path
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October 15, 2024
10 Strategies to Attract and Enroll the Modern Learner

As the higher education landscape continues to shift and evolve, the expectations and priorities of today’s students are shifting as well. To stay relevant, institutions are expanding their focus beyond traditional academic models to better meet the needs of a more discerning audience. Modern Learners are no longer bound by age or conventional learning modalities—today’s students are driven by different priorities, presenting a challenge for institutions relying on outdated methods to engage this demographic.

With primary motivators including career advancement and the need for flexibility, Modern Learners demand educational opportunities that offer accessibility, transparency and value. They are more selective, especially as the perceived value of a college degree has been questioned amid economic uncertainty. With rising student debt, these learners are looking for programs that provide a clear return on investment—an education that advances their careers while offering flexible options that meet their financial and personal needs. Success lies in striking a balance between value and cost-effectiveness, ensuring students feel seen, supported and equipped for the future.

Explore ten essential strategies for higher education institutions to expand their offerings and better engage Modern Learners. From improving strategies to leveraging resources and fostering deeper connections with students, these strategies aim to engage with Modern Learners based on their preferences and behavior rather than demographics by embracing a Unified Enrollment Strategy that fuels sustainable growth.

1. Build a Cohesive Brand

In a competitive landscape where a strong brand is essential, the increasingly selective nature of Modern Learners calls for an institution’s brand to resonate with prospective students.

Your institution’s brand identity should authentically reflect its values, mission and unique offerings. A compelling brand narrative not only showcases your unique selling proposition (USP), but also serves as an opportunity to connect on a deeper level with potential students, fostering trust and engagement.

Building a cohesive brand experience involves aligning visual elements, messaging and tone to create consistency across all touchpoints—from your website to social media, emails and beyond. This alignment strengthens students’ understanding of your value proposition, guiding them throughout their journey and ensuring they feel engaged at every stage.

At EducationDynamics, our in-house Creative team specializes in data-driven brand positioning and strategy. We take the time to understand your institution’s unique strengths and craft creative solutions that support the student journey, from initial discovery to enrollment. Discover how our creative services can help your institution’s brand thrive and successfully engage Modern Learners.

2. Adopt a Full-Funnel Marketing Approach

As Modern Learners increasingly seek personalized learning experiences that align with their needs, institutions need to elevate their marketing strategies to meet their growing expectations. By embracing a full-funnel approach, schools can more effectively engage with students at every stage of their journey, leading to stronger enrollment outcomes.

A holistic full-funnel marketing approach not only boosts engagement, but also augments long-term growth by nurturing students from awareness to decision. As students continue to research more throughout their journey and prioritize personalized content, institutions must adopt comprehensive approaches to effectively reach them.

With EducationDynamics’ multi-channel digital marketing expertise, schools can target students across various platforms, ensuring personalized messaging and an engaging experience across every touchpoint. If you want to learn more about how to build a successful full-funnel marketing approach, check out our Full-Funnel Marketing Guide for Higher Education.

3. Utilize Market Research to Identify High-Growth Programs

To effectively meet the evolving priorities of Modern Learners, institutions must develop programs that align with market trends and career opportunities. Leveraging market research allows schools to refine their offerings and better address students’ shifting needs and expectations.

Resources such as EducationDynamics’ eLearning Index Web App, serve as a powerful resource. The Web App, developed by EducationDynamics’ Market Research team, utilizes current National Center for Education Statistics (NCES) data, to showcase an accurate view of the current labor market and relevant trends regarding degree completions. Administrators can use the app’s interactive features to isolate the data by region, modality and program. By providing insights into the highest opportunity programs available for each educational level and a convenient user interface, the eLearning Index Web App tool empowers schools to optimize their program offerings, ensuring that they are offering degrees that are relevant to Modern Learners. Through aligning programs with high-growth career opportunities, institutions can not only boost retention but also empower students with the skills and support they need to thrive in the current job market.

4. Nurture Leads and Personalize the Journey

Modern Learners often research extensively before finalizing their enrollment decision, seeking personalized and relevant information at every stage. Building relationships early and maintaining engagement over time is essential, whether you’re connecting with prospective students for the first time, re-engaging stopped-out students, or reconnecting with dormant inquiries.

Effective lead nurturing helps institutions build these relationships through tailored content that addresses the specific needs and interests of each student. Consistent communication guides students through their decision-making journey, ensuring they feel supported.

Marketing automation can help streamline these efforts. Through automation of communication workflows, institutions can deliver timely and personalized messaging that resonates with students. This level of personalization and consideration throughout multiple touchpoints in the student journey improves overall engagement and student experiences.

At EducationDynamics, our Nurturing Services offer institutions multi-channel engagement, using best-in-class marketing automation technology. By delivering personalized communications across various platforms, we help schools strengthen connections with students at every stage of their journey.

5. Provide 24/7 Support with AI Chatbots

As institutions seek to attract and enroll the Modern Learner, implementing AI Chatbots serves as a key tool by delivering real-time assistance and tailored responses to common student inquiries. Prospective students frequently encounter obstacles when searching for relevant information during their enrollment journey. With Modern Learners expecting immediate access to information, these challenges can lead to a frustrating experience, potentially impeding their enrollment decision. Employing AI Chatbots can help address this, through instant responses that answer commonly asked questions regarding program details, financial aid and academic support at any time of day. These chatbots not only help manage routine tasks, but they also allow admissions staff to focus on the more complex, high-touch interactions. By incorporating AI Chatbots into your institution’s communication strategy, you enhance student support and ensure that every inquiry receives proper, timely attention.

6. Showcase Your Innovative Spirit

Standing out amid the competitive higher education landscape is vital for attracting Modern Learners, who seek educational opportunities that align with their evolving needs and aspirations. Today’s students are not merely seeking to fulfill degree requirements; they are looking for an education that resonates with their interests and provides long-term growth opportunities. This is where innovation can play a vital role. By highlighting your university’s unique offerings and distinct culture, you can offer Modern Learners attractive reasons to choose your school, while demonstrating how you are adapting to meet the growing demands of Modern Learners.

At EducationDynamics’ Higher Ed Marketing Agency, our team of experts understand the importance of showcasing each institution’s unique selling points and innovative approaches within the higher education space. Our services are designed to communicate the value of choosing your school, whether it’s through digital campaigns, social media content, or compelling copywriting. We empower you to emphasize your distinct strengths, enabling your institution to foster deeper connections with Modern Learners and guide them towards enrollment.

7. Create a Seamless Student Journey

The traditional, linear student journey no longer applies to today’s Modern Learners. With various commitments, such as family and work responsibilities, modern students engage with their educational environment in different ways than in years past. As a result, institutions need to adjust how they approach the student journey. By implementing student journey mapping, institutions can better understand the various stages of the student experience and refine it to reduce pain points.

EducationDynamics’ student journey mapping process provides institutions with actionable insights to optimize every stage of the student experience, from inquiry to enrollment. The process begins with a comprehensive analysis of your current student recruitment and services, including existing marketing materials, communication technology and student support systems. Using data-driven insights, we then create a visual student journey map that identifies key touch points and opportunities to enhance communication. From there, we develop a communication plan with targeted messaging and content designed to nurture, guide and support students across their enrollment journey. By integrating student journey mapping, institutions can better visualize the Modern Learner’s journey, while meeting their evolving needs.

8. Invest in Financial Aid Support

Financial aid is among the first pieces of information students seek and often plays a pivotal role in their enrollment decision. Equipping your institution’s advising team with the tools to engage in financial aid conversations early in the student journey is critical to meeting the expectations of Modern Learners and encouraging them to choose your institution over another.

EducationDynamics’ Financial Aid Advising services offer personalized support through dedicated coaches who manage student inquiries and provide individualized guidance. This streamlined approach allows your admissions team to focus on key priorities, while ensuring students receive the financial aid support they need. By delivering clear answers and a supportive experience, students are more likely to enroll, resulting in higher enrollment and retention rates.

9. Streamline Your CRM and Marketing Data Integration

A robust Customer Relationship Management (CRM) system is essential for navigating the Modern Learner’s enrollment journey. By collecting and managing student data, CRMs promote personalized communication that resonates with students. To truly maximize their potential, CRM systems should be optimized through technology integration, data quality assessments and user adoption, ensuring they effectively reach Modern Learners while driving scalable enrollment growth.

EducationDynamics recognizes the importance of an integrated CRM system. Our team of integration experts specialize in implementing and maintaining clean, actionable data that supports a cohesive strategy, giving your institution a holistic overview of each student and ensuring your CRM is built for long-term success.

10. Optimize Your Enrollment Team

As the primary point of contact for prospective students, your enrollment team is one of the most critical investments you can make. The expertise and engagement of your enrollment staff directly influences prospective students’ decisions, making them essential to student success outcomes.

At EducationDynamics, we believe in empowering both institutions and students by investing in staff development. Through our The U School platform, institutions can access exclusive 8-week programs designed to equip your team with the skills needed to meet the unique demands of Modern Learners. By strengthening staff training, we help build more effective enrollment pathways, ultimately increasing student engagement, satisfaction and enrollment growth.

Empowering Your Institution to Engage Modern Learners

Attracting and enrolling Modern Learners requires a comprehensive approach that acknowledges their unique needs and preferences. By implementing the ten key strategies outlined in this article, higher education institutions can engage a new demographic of learners while nurturing meaningful connections with students. Embracing innovative solutions like student journey mapping and leveraging available resources allows institutions to transform the student experience. As the higher education environment continues to change and enrollment challenges arise due to shifting economic and demographic factors, institutions who proactively understand and cater to the unique needs of Modern Learners will differentiate themselves from the competition. As your strategic partner, EDDY is committed to empowering your institution to confidently navigate these challenges while collectively advancing our mission to expand opportunity through education.

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October 11, 2024
Role of Dean in Higher Education: 8 Strategies for Engagement
Tune In To Our Audio Blog

Hello Deans, you are crucial in determining how education will develop in the future because you are the designers of your higher ed’s academic vision. Building successful learning environments where faculty and students flourish depends on your leadership. We’ll look at the role of dean in higher education and how deans can foster innovation in higher education institutions, and their creative approaches in this blog that can improve instruction and student participation, turning your classrooms into places where learning happens and ideas are generated.

We’ll also demonstrate how the Creatrix suite can help you at every stage and provide you with the resources you need to have a significant, long-lasting influence. Let’s get started and support your academic community in realizing its greatest potential!

The Role of Dean in Higher Education – Understanding the Dean’s Influence on a Campus

With your influence over all facets of your institution’s learning environment, deans are the beating heart of academic leadership. Your influence greatly influences student outcomes, research, and teaching in addition to administrative tasks. Here is the common role of dean in higher education that demonstrates your impact:
- Decide on the priorities and institutional culture.
- Take the lead in implementing cutting-edge instructional strategies and technological advancements.
- Make certain that the courses adhere to the most recent developments in education.
- Motivate and assist educators in investigating novel teaching strategies.
- Promote initiatives that increase student involvement and academic performance to increase student engagement.
- Faculty and students can flourish in a dynamic learning environment when your vision serves as the cornerstone for educational excellence.
- You take the initiative to implement tactics that raise student retention and success and involvement while fostering engaging learning environments.
What’s Working Globally: 8 Proven Strategies for Deans to Elevate Teaching & Engagement

While researching how deans can foster innovation in higher education institutions we arrived at a stunning analysis; we discovered how effectively leading deans from all around the world are changing education by pushing the envelope and implementing cutting-edge tactics. And we have documented on what’s working with them and the reasons these strategies are spreading throughout institutions worldwide for you to help you better!

1. Synergy across disciplines

The most progressive deans of today are bringing students from various disciplines together to work together on real-world issues. Students studying business and engineering at the University of Michigan collaborated to develop ground-breaking solutions that enhanced critical thinking and teamwork, an approach that is quickly becoming recognized as a hallmark of academic innovation.

2. Using Technology to Accelerate Learning

Deans from the best universities across the globe are utilizing technology to transform education, from virtual reality to AI-driven tools. We figured out that Virtual reality (VR) and Gamified Learning were implemented at Stanford University recently! The main intention behind these initiatives was to enhance student engagement and understanding in subjects like anatomy and architecture! These technologies indeed allow students to study complex subjects in immersive and interactive ways.

3. Investing in Faculty Development as a Strategic Move

Giving professors the freedom to take the lead in innovation is crucial in the rapidly evolving field of education. At UC Berkeley, deans arranged workshops on active learning strategies, equipping teachers with the means to design more engaging, student-focused classrooms and demonstrating how supportive faculty members contribute to student retention and success.

4. Innovation through research and experimentation

It is also surprising to witness institutions such as Arizona State University provide faculty with resources to experiment with cutting-edge curricula. This is so welcoming indeed. By funding experiential learning projects, deans and decision-makers enable educators to test new models of teaching, and curriculum mapping, resulting in programs that increase student engagement and academic achievement.

5. Change-Driven Loops of Student Feedback

The next best strategy we figured out was that the academic institutions globally are utilizing student feedback to enhance their pedagogical approaches. They throng on 360-degree courses and faculty evaluation tools to listen out students’ opinions for improvement. It has been demonstrated that listening to students can significantly improve the learning experience. Georgia State University’s “Student Engagement Surveys” revealed insightful feedback that resulted in significant improvements in course delivery.

6. Real-World Partnerships for Experiential Learning

Another surprising discovery was this – Through partnerships with industry, top universities are witnessing a thirty percent increase in student engagement. More than 85% of participants at the University of South Florida reported feeling more prepared for the workforce as a result of the tech companies’ collaborative efforts with the university.

7. Diversity and Inclusion as Innovation Drivers.

We do not want to overlook this particular strategy! Institutions that prioritize diversity benefit from both innovation and engagement. At the University of Toronto, deans launched initiatives to bring diverse perspectives into the classroom, resulting in richer discussions, explorations, and new ideas, demonstrating that inclusive environments lead to more creative outcomes and better attainments!

8. Risk-Taking & Experiencing Safe Environments

The last thing we observed was promoting an environment where faculty and students feel comfortable taking chances to learn, adapt, grow, and shine. This strategy will for sure enable the upcoming generation of innovators to push boundaries and fail fearlessly, MIT has established “Innovation Labs,” which provide a creative environment where experimental projects flourish.

The Role of Creatrix Campus Suite in Supporting Deans

To all deans and academic leaders, managing a faculty is no small task, but it doesn’t have to be overwhelming. With Creatrix Campus, it’s easy to foster a culture of teamwork and innovation.

Encourage a Collaborative Culture: Picture professors working together on projects and easily exchanging ideas with one another. Creatrix makes that a reality.

Way to Miss the Admin Stress: Turn in the paperwork to Creatrix so you can focus on helping students succeed—that’s what really counts.

Easy Decisions: With Creatrix’s perceptive analytics, you can easily adjust your strategies to achieve better results by identifying exactly what’s working.

Create an Engaging Learning Experience: The tools aren’t just for management; they’re here to help improve student outcomes. By streamlining how faculty teach and interact, you’ll be building a more engaging and inspiring academic environment.

Creatrix isn’t just another platform—it’s your partner in transforming the way your institution runs, making your job smoother and your faculty more effective.

Case Study: University of Otago – Empowering Deans with Creatrix Campus

But don’t just take our word for it—let’s look at a peculiar student retention and success story from an institution that embraced the Creatrix Suite.

“Creatrix’s curriculum mind mapping based on learning outcomes, competency standards, and graduate attributes is excellent.” — Stephen Duffull, Dean School of Pharmacy, University of Otago

Client Overview

The University of Otago, one of New Zealand’s leading institutions and ranked in the top 1% globally, was looking to innovate its academic management systems to support its pharmacy school. Faced with the complexities of curriculum management, EPA tracking, and faculty workload, they needed a solution that could streamline their academic processes.

Key Challenges

Otago’s Pharmacy Department was juggling:

Complex curriculum mapping: Multiple layers such as LOs, SLOs, EPAs, competency frameworks, and professional standards were difficult to manage manually.

EPA tracking and rotational planning: Managing placements across five hubs required a detailed, integrated system.

Timetabling inefficiencies: Manual scheduling for courses, faculty, rooms, and teaching events slowed operations and led to conflicts.

Faculty workload management: Needed a more transparent and automated way to measure and balance faculty workload.

How Creatrix Empowered Deans

Creatrix helped Otago create a connected digital campus, where Deans like Stephen Duffull could:

Streamline curriculum mapping: A visual mind map that ties in learning outcomes, assessments, and professional competencies, making it easier for Deans to track academic progress.

Automate EPA planning: A dynamic rotational planner for EPA tracking, reducing manual work and ensuring smooth coordination across hubs.

Master Timetable Scheduler: Automated scheduling with alerts for conflicts, integrating seamlessly with Google Calendar.

Faculty Workload Management: Real-time tracking of faculty workloads, helping Deans better allocate teaching, research, and admin duties, with instant visual analysis.

Business Impact

With Creatrix, Otago saw immediate gains:
- 2X faster implementation times
- Seamless onboarding and reduced admin overhead
- Greater faculty productivity and balanced workloads
- Efficient curriculum and EPA management—all under one system
Deans at Otago now had the tools to lead academic innovation, boost engagement, and drive institutional excellence.

Conclusion: Empowering Deans to Lead Innovation

We know that deans are crucial in shaping the future of higher education. Your leadership drives innovation and boosts student engagement. By exploring the Creatrix suite, you’ll discover tools that can simplify operations and enhance your institution’s academic culture. Take the next step—visit the Creatrix Campus suite of solutions and see how deans can foster innovation in higher education institutions. Let’s make a difference together!
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October 4, 2024
Financial Aid Conversation Strategies for Enrollment Success
The decision to enroll in college is significant, and students rely on institutional guidance to make informed choices. Financial information, particularly regarding tuition costs and financial aid, is often one of the first things they seek. Unfortunately, many higher education institutions struggle to initiate the conversation early in the enrollment funnel, which can lead to student frustration, decreased enrollment, and potentially higher student debt.

Engaging in financial aid discussions with prospective students early on in their enrollment journey is a crucial opportunity to alleviate concern and create a smoother experience. We’ve put together actionable strategies to help higher ed professionals initiate these conversations, better manage the student experience, and remove a significant barrier from their decision-making process. Explore strategies for how and when to have these conversations and highlight the key differences between traditional students and online adult learners, providing insights to increase enrollment and student success.

Gain additional insights into effectively managing financial aid discussions in our latest recorded webinar.

The Importance of Early Funnel Financial Advising

As consumers in today’s digital age, Modern Learners are accustomed to having information instantly accessible at the click of a button. Before committing to a program, students seek transparency about tuition costs and financial aid directly on the university’s website. According to EducationDynamics’ Online College Students Report, 90% of online college students begin their search on a college’s website, with 60% specifically looking for cost and financial information. However, only 36% report being able to easily find this critical information. The report also reveals that 58% of students prefer to learn about costs when they first visit a school’s website, while 26% expect this information after their initial inquiry. Only 10% are willing to wait until they hear back from the school post-application, and just 6% after acceptance. These findings identify a critical gap in the student experience.

Addressing this gap is vital for effectively guiding students through their enrollment journey. It’s also important to acknowledge that not all students have the same familiarity with navigating college financial processes. For example, the Online College Students Report found that 36% of online college students are first-generation college students, who may lack experience with navigating the college enrollment process, making conversations centered on financial aid even more critical.

Additionally, many online students have already incurred student loan debt from prior enrollment, which can impact their ability to finance their education through federal aid alone. This existing debt often influences their decision to re-enroll. Therefore, engaging in financial discussions and understanding the impact of various factors, such as debt and previous financial experiences, is essential.

Tailoring financial information and support to meet diverse needs is just one part of the broader conversation about enhancing financial literacy for prospective students. Financial literacy is an important component of their overall student journey, and by prioritizing this education and personalizing the approach, institutions can better support their students’ success while also improving enrollment outcomes.

Building a Comprehensive Financial Aid Conversation Strategy

When a prospective student inquiries and connects with an advisor, it presents an invaluable opportunity to provide a comprehensive review of tuition, costs, and all available financial options. At this stage, it’s important to ask questions that allow for individualized support, offering personalized answers tailored to each student’s specific financial situation. Remember, many students may already feel frustrated after struggling to find this information on the website. To address this, proactive financial conversations are key.

Despite the importance of financial clarity, many enrollment interviews with prospective students fail to delve deeply into financial options. Instead, students are often directed to only the FAFSA, which limits the students access to information on other options. Discussing other options, such as scholarships, grants, and payment plans, can help reduce the greater debt load and give students a clearer understanding of how financial decisions impact them each academic year.

Student Journey Mapping

Student journey mapping is a strategic process that helps institutions visualize and optimize the student experience from initial inquiry to enrollment. When integrated with financial advising, student journey mapping becomes a powerful tool for identifying gaps in existing financial aid conversations and ensuring students receive the support they need early in their enrollment process.

To start, assess your current student journey map by identifying all pre-enrollment touchpoints where financial advising is currently provided. Consider where financial discussions are taking place and how they are being conducted.

Ask questions such as:
- Where is financial advising currently provided?
- How is financial information currently provided?
- What gaps exist in these conversations?
Once you have reviewed your existing student journey map, create a revised version that reflects a best-case scenario student journey. Consider the following:
- Has the party responsible for financial advising changed or evolved?
- Is the current system access still relevant?
- Are there training or knowledge gaps that need to be addressed?
- What specific questions should be asked during pre-enrollment advising to better address students’ financial needs?
By addressing these considerations, institutions can create a more seamless and supportive financial advising experience that meets the unique needs of prospective students.

For more detailed guidance on student journey mapping, visit our Student Journey Mapping page.

Training Enrollment Teams

Effective financial aid conversations are instrumental to student success, and well-trained enrollment teams can make a significant impact. With well-trained enrollment teams, institutions can provide clarity and support while fostering trust in the financial aid process. Here are four strategies for ensuring your team is prepared:
1. Sell the Vision: Communicate the importance of financial aid discussions in shaping the student experience, motivating your team to approach these conversations with empathy and purpose.
2. Solicit Feedback: Ask your enrollment team for input on their challenges and needs to ensure that training practices directly address their concerns.
3. Create or Outsource High-Quality Training Content: Develop or outsource engaging training content that covers financial aid topics. Consider leveraging professional support, such as our Financial Aid Advising services, to ensure your team is thoroughly supported.
4. Incorporate Relevant Resources or Data: Integrate current data and resources into your training materials, such as insights from the Online College Students Report to help your team understand the specific financial challenges students face and how to address them effectively.
By implementing these strategies, your team will be better equipped to guide students through complex financial decisions, ensuring they feel supported from the first conversation through to enrollment.

Beyond FAFSA

While the FAFSA is a starting point for financial aid, it’s important to explore a range of financial aid options to better address varying student needs.

Students may benefit from alternative financial aid options such as tuition reimbursement programs, employer-sponsored education benefits, scholarships, grants, and flexible payment plans. These resources can help reduce their reliance on loans and alleviate stress throughout their academic journeys.

Through presenting a range of financial aid options, institutions can empower students with greater access to financial support, increasing their chances of enrollment success while minimizing financial stress.

Monitoring and Adapting

To better understand the effectiveness of your advising strategies, consider tracking key performance indicators (KPIs) related to financial aid conversations. Monitoring these KPIs allows you to identify areas of improvement and make necessary adjustments to ensure students receive the best possible support.

Relevant KPIs to track include:
- FAFSA Submission Time: Measure how quickly students are completing their FAFSA applications after engaging in financial aid conversations.
- Packaging to Direct Cost: Track how effectively financial aid packages cover direct costs, such as tuition and fees.
- Revised Award Letters/Packages: Monitor the frequency and outcomes of revised award letters or financial aid packages based on ongoing financial aid discussions.
- Increased Payment Plans: Look for a rise in students adopting flexible payment plans due to better financial aid conversations.
- Tuition Reimbursement: Track the usage of tuition reimbursement or employer-sponsored education benefits as alternative financial aid options.
Continuous monitoring and adjusting as needed are key to optimizing the financial advising process. By regularly reviewing KPIs and the quality of financial aid conversations, enrollment teams can ensure that their advising strategies remain effective and aligned to student goals.

Resources and Next Steps

Leverage Our Expertise

At EducationDynamics, we recognize that navigating the financial aid process can be a challenging part of the student journey. Our dedicated financial aid coaches provide your team with personalized support, helping to reduce the workload on your internal teams, allowing them to focus on core responsibilities. By partnering with us, you can streamline the financial aid process, increase efficiency, and improve enrollment outcomes.

Watch the Recorded Webinar

For a deeper dive into effective strategies for addressing financial aid conversations with prospective students, don’t miss our recorded webinar. This session offers valuable information on integrating financial guidance into the pre-enrollment experience and enhancing your financial aid conversations. Watch the recording now to access comprehensive approaches that can augment your institution’s financial advising process.
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September 23, 2024