Tag: Strategies

From Lectures to Laughter: Strategies to Spark Joy in the Classroom – Faculty Focus
In the fast-paced, demanding world of college education, joy might not be the first thing that comes to mind when we think about teaching. But bringing joy into the classroom can make a real difference; it boosts student engagement, sparks creativity, and supports academic success. Joyful learning is about building a space where curiosity can thrive, where students feel safe making connections, asking questions, and taking intellectual risks. When instructors intentionally weave joy into their teaching, they help students tap into their own motivation and foster a stronger sense of community and belonging. This article takes a closer look at how joyful pedagogy can turn the college classroom into a vibrant, supportive environment where students truly flourish.

What is Joyful Pedagogy?

Joyful pedagogy is an approach to teaching that fosters enthusiasm, engagement, and a deep sense of connection to learning. It cultivates the emotional and intellectual well-being of students by integrating curiosity, creativity, and meaningful collaboration into the learning process. According to Zull (2011), when students experience joy in learning, their brains are more receptive to new information, leading to deeper understanding and retention. This approach moves beyond traditional lecture-based instruction, incorporating active learning strategies and, yes, even some laughter along the way. Joyful pedagogy recognizes that students are more likely to succeed academically and personally when they feel a sense of ownership over their learning and when the classroom environment is supportive and stimulating.

By incorporating joyful teaching practices, educators create welcoming classrooms that inspire critical thinking and collaboration. Additionally, joyful pedagogy embraces flexibility and adaptability, allowing for various instructional methods that meet students’ individual needs.

The Power of Play

One powerful tool for cultivating joy in learning is play, something often overlooked in higher education. Play isn’t just for children; it’s an essential part of learning at all ages. Forbes and Thomas (2022) highlight that play supports overall well-being and serves as a meaningful pathway to learning, even for adult learners. In the classroom, play sparks joy, which can help reduce stress, boost optimism and resilience, and foster a more positive learning environment (Rylance-Graham, 2024).

Importantly, bringing joy into the learning process doesn’t mean sacrificing academic rigor. High expectations and challenging coursework can be upheld while making room for playful, joyful moments. In fact, play can offer much-needed balance, especially when tackling serious or emotionally heavy content (Forbes, 2021).

Research shows that enjoyment during learning increases blood flow to the brain, enhancing cognitive functioning (Purinton & Burke, 2019). When play and joy are intentionally woven into instruction, students often feel more connected to their professors and peers, relationships that can, in turn, motivate them to meet and exceed academic expectations (Forbes et al., 2022).

Play promotes flexible and creative thinking and increases productivity (Brown, 2009). It naturally draws students in, helping them engage more deeply and look forward to class. Because play is intrinsically motivating, it can shift how students relate to learning itself (Whitton & Moseley, 2019). Simply put, when students experience joy in learning, their engagement and their performance can thrive.

Practical Strategies for Infusing Joy

How can instructors bring joy into their day-to-day teaching? Below are two simple yet effective and easily adaptable strategies I’ve used in my courses.

On the first day of my Introduction to Special Education course, I arrive with a large sheet of poster paper and a collection of colorful paper scraps varied in shape, size, and color. As students enter the room, I invite each of them to choose a scrap of paper, any one they like. Before we begin introductions or any of the “usual” first-day business, I ask them to tape their chosen piece onto the poster, wherever they feel it belongs. Once everyone has placed their scrap of paper, I ask the following questions:
- Why did you choose the piece you did?
- Why did you place it where you did?
- What do you notice about the overall design the group created?
- Why do you think I started class this way?
- What might this activity represent?
This simple yet engaging activity sparks curiosity and sets the tone for a semester rooted in exploration, connection, and reflection. While I can’t take full credit for the idea, it’s an activity shared by Marilyn P. Rice in the Professors at Play Playbook (2022), I’ve made it my own by adding a meaningful twist. I save the class poster and bring it back on the last day of the semester, hang it on the board, and ask the students if they remember creating it. Then I ask some reflective questions such as
- How has your understanding of individual learners evolved since placing your scrap of paper on this poster?
- How might this visual metaphor reflect the diversity you’ll encounter in your future classrooms?
- What can you do to ensure every student feels like their “scrap of paper” belongs in your classroom?
The responses are always thoughtful, creative, and deeply personal. It’s a powerful way to bookend our learning journey and leave students with a lasting impression of the value of joy, inclusion, and connection in education.

To adapt the end-of-semester reflective questions to be relevant to a broader range of disciplines, the following could be posed:
- How have you grown or changed since that first day?
- What did you learn from your peers that has stayed with you?
- Why do you think we’re revisiting this activity now, at the end of the course?
- How might this visual metaphor of “many parts making a whole” guide you in your future classes, work, or life?
Alternatively, students could choose a second paper scrap to place on the poster, symbolizing their “after” self, creating a kind of before-and-after reflection.

Another example of joyful pedagogy involves using visual exploration to spark creativity and deepen understanding. While exploring the question “What is literacy?” I asked students to work in teams of two or three and head outside with their phones. Their task was simple: find and photograph something they believed represented literacy. They had 15 minutes to explore and return to class.

Once they returned, each group uploaded their photo to our online discussion platform. I projected the images for the whole class to see, and each team took a moment to explain why they chose their particular representation. The results were diverse, creative, and often surprising, ranging from street signs and murals to sculptures or even a menu spotted in an unexpected place.

This activity was not only fun and energizing, but it also prompted meaningful discussion about how literacy can take many forms in our everyday lives. It encouraged students to think beyond traditional definitions and consider how literacy shows up in the world around them.

Even better, this type of activity is easy to adapt to nearly any course topic. Whether you’re exploring themes like equity, identity, community, or content-specific concepts, inviting students to find and share visual representations brings movement, creativity, and fresh perspective into the learning experience.

If the aforementioned activities don’t quite fit your style, there are infinite ways to infuse joy into your teaching. For example, send students outside with chalk to solve a problem or equation on the sidewalk. Having students take a photo of their completed work to share with the class adds a collaborative element. Another example is to ask small groups of students to create and perform a short skit or role play to demonstrate a concept. This activity can add some fun along with a deeper layer of learning and engagement.

Bringing in board games or puzzles that connect to your course content is another engaging way to reinforce key concepts and spark curiosity. You can also flip the challenge by asking students to design their own games that relate to what they’re learning.

Even a quick three-minute brain break after 30 minutes of teaching can make a big difference. Ask students to stand up if possible and set aside all devices before the break begins. A brain break might include box breathing, stretching, structured movement, or a brainteaser. There are many resources available for brain break ideas, and they range from seated breathing exercises to dancing and everything in between. These quick pauses support focus and concentration, reduce stress, and contribute to a more positive learning experience (Tapp, 2020). Brain breaks can also help combat mental fatigue and give students a much-needed cognitive recharge.

Scaling Joy for Large Classes

Joy isn’t just for small seminar rooms; it is equally powerful in large lecture halls. In fact, joyful teaching may be even more important when students risk feeling lost in the crowd.

Here are a few scalable strategies:
- Create a Class Playlist: Let students contribute songs and play them before class begins to set a positive tone.
- Quick Icebreakers or Polls: Start class with a low-stakes question or prompt that encourages interaction.
- Digital Scavenger Hunts: Use online tools for creative, content-linked challenges.
- Infographic Partner Work: Students create visual summaries of key concepts together.
- Pop Culture Connections: Use memes or relevant songs to reinforce course material and spark discussion.
These small touches can build community and make content feel more relevant without a full course redesign.

Key Takeaway

Joyful learning doesn’t have to involve elaborate plans or major changes to your teaching. In fact, it often emerges from small, intentional moments that make the classroom feel more human, more connected, and more alive. You don’t need to overhaul your entire lesson; just try one simple idea that adds a spark of joy to your students’ experience and see where it leads.

These joyful moments can increase engagement, deepen connection, and foster a more positive learning environment. Most importantly, by weaving joy into our teaching, we have the invaluable opportunity to inspire a lifelong love of learning, one that reaches far beyond the walls of the classroom.

AI Disclosure: ChatGPT was used for basic copyediting and general proofreading to check for redundancies and identify grammatical and word usage errors. It was also used to inspire ideas for the title of the article.

Robin Wolpinsky, EdD, is a clinical assistant professor in the Mary Lou Fulton College for Teaching and Learning Innovation at Arizona State University. Her background and expertise are in school psychology, human development, special education, and adult learning. Dr. Wolpinsky is deeply committed to cultivating student success.

References

Brown, S. (2009). Play: How it shapes the brain, opens the imagination, and invigorates the soul. New York: Penguin Group (USA) Inc.

Forbes, L. (2021). The process of play in learning in higher education: A phenomenological study. Journal of Teaching and Learning. 15(1), 57-73.

Forbes, L. & Thomas, D. (2022). Professors at Play Playbook. Pittsburgh, PA: Carnegie Mellon University: ETC Press.

Purinton, E. & Burke, M. (2019). Student engagement and fun: evidence from the field. Business Education Innovation Journal, 11(2), 133-140.

Rice, M. (2022). Human growth and learning: Setting the stage. In Forbes, L. & Thomas, D. Professors at Play Playbook (pp. 92-93). Pittsburgh, PA: Carnegie Mellon University: ETC Press.

Rylance-Graham, R. (2024). The lived experience of play and how it relates to psychological well-being: An interpretive phenomenological analysis (IPA) study amongst undergraduate students from medicine, nursing, and allied health professions’ programmes in the United Kingdom. Nursing Research and Practice. Apr 3;2024:7871499. doi: 10.1155/2024/7871499.

Tapp, F. (2020, January 9). Kids need brain breaks – and so do adults. Brain Facts. https://www.brainfacts.org/thinking-sensing-and-behaving/learning-and-memory/2020/kids-need-brain-breaks-010920

Whitton, N. & Moseley, A. (2019). Play and learning in adulthood. In Whitton, N. & Moseley, A. Playful Learning: Events and Activities to Engage Adults. (pp. 12-24). New York: Routledge.

Zull, J. E. (2011). From brain to mind: Using neuroscience to guide change in education. Stylus Publishing, LLC.
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September 19, 2025
Supporting the Student Researcher: Effective Teaching, Learning, and Engagement Strategies – Faculty Focus

Higher education provides students with the opportunity to participate in a diverse range of academic programs that facilitate further exploration beyond the classroom. Participating in a guided research project offers valuable exposure to discipline-specific inquiry. Under the mentorship of a faculty research advisor, students gain critical skills such as project management, research methods, and early professional development. While the roles and responsibilities of the research advisor can vary depending on the type of research (e.g., human subjects, qualitative, quantitative, mixed methods), there are commonalities in how to best support student researchers. These strategies highlight best practices along with other important considerations for research advisors.

Traditionally, a research advisor guides and oversees student-led research by providing pivotal insight and direction throughout the project (National Academy of Sciences, 2009). The advisor plays a vital role in ensuring that the student follows ethical standards and guidelines. Beyond its formal role, research advisors also serve as mentors who motivate, encourage, and support students as they develop intellectually and professionally. They also create a protected and affirming space for students to be vulnerable in instances of uncertainty as the research project progresses. This dual function as both advisor and mentor has a lasting impact on students’ academic success and career trajectories. Through intentional mentorship and guidance, research advisors help students cultivate scholarly excellence, professional competence, and life skills that extend beyond the academic environment into daily activities.

There are several considerations that may cause faculty members to feel apprehensive about serving as research advisors, especially since these responsibilities extend beyond classroom instruction. This includes increased teaching loads, required committee responsibilities, professional development, community service, and administrative duties (Springer et al., 2023). Balancing these institutional demands can be overwhelming. These expanding roles and expectations contribute significantly to faculty fatigue, often leading to demoralization and persistent stress. Additionally, a student’s aptitude, skills, level of independence, and overall capacity for college-level research can also add to the complexity of serving as a research advisor.

Teaching, Learning, and Engagement Strategies

The advisor role aligns with several teaching and educational philosophies. Notably, Behaviorism (stimuli, reinforcement, and environment) and Essentialism (back to the basics) are all useful. These conceptual and philosophical frameworks are demonstrated in each of the posited strategies through the intentional use of engaging activities and techniques. Also instructive is Jean Piaget’s philosophy, which emphasizes a hands-on approach that focuses on active learning and interaction, which leads to the student’s self-exploration and discovery (Uzun, 2024). Promoting engagement that fosters problem-solving and critical thinking is especially important in the student-researcher-advisor relationship. Serving as a research advisor also requires employing an eclectic approach in relation to teaching and educational philosophies. Throughout each of the following strategies, it is imperative that the student’s learning and each engagement opportunity are meaningful, productive, and place the student researcher at the center of the collaboration. Each of these strategies presents teachable moments not only for students but also for the research advisor. The implementation of each plan to support the student, specifically how and why it is addressed.

Assess Students’ Readiness for Research

Conducting a low-stakes, informal assessment of the students’ interests, strengths, and areas of opportunity is a good starting point. Prior involvement with the student, due to their having taken a course with the faculty, may have already allowed for a preliminary assessment of the student’s preparedness for college-level research. In the absence of experience working with the student, one quick assessment method is to explore the student’s understanding of the research project more deeply. Engage in active listening, ask insightful and probing questions, and allow the process to unfold naturally. This encourages the student to demonstrate what they know about producing a noteworthy project. Students have a wide range of learning styles, competencies, and abilities. The goal is not to judge but to assess through an objective lens. This strategy enables faculty to make informed decisions about the commitment level, existing competencies, and overall student needs when undertaking scholarly research (Sharp, 2002).

Model Behavior and Coach for Success

Engaging students outside of the classroom also allows faculty to demonstrate other skill sets. The research advisor should conduct themselves in a manner that shows students ways to interact with various research stakeholders and how soft skills can be applied across different contexts. Much of the advisor’s time is spent monitoring and supporting the student. It is also imperative that the student is empowered and given the space to work independently, which is vital to students’ metacognition (Howlett, 2021). Research can be daunting; therefore, a key part of the coaching process involves implementing activities and providing affirming feedback that keeps the student engaged and interested. This strategy is essential because it supports students in gaining the requisite proficiencies as a researcher and collaborating with others.

Introduce and Teach Project Management Skills

Prioritizing tasks and effective time management are valuable skills that can enhance a student’s academic, professional, and personal life. Monitoring and evaluating overall goals and objectives promote the success of the research project. A practical approach to this strategy is to assign the student small tasks with specific timelines and deliverables, then provide incremental feedback. Scheduling project meetings to identify immediate tasks and priorities helps students understand and appreciate how to manage projects effectively. Clearly defined due dates, which may sometimes be inflexible, must be communicated (Sharp, 2002). Students are empowered when given relevant information, as well as a clear understanding of each phase of the research project. Adopting this strategy is a value-added benefit for students, as it reduces the likelihood of missed deadlines and critical deliverables throughout the project cycle.

Create a Safe Space for New Experiences and Growth

Naturally, some students may feel intimidated or unsure about how the student-faculty research collaboration will proceed. Uncertainty is expected since this is a new role and experience. It is notably different from previous instructor-student interactions that existed in the classroom. While the faculty advisor anticipates various outcomes, the student also has expectations related to faculty expertise and creativity, as well as benefiting from their full support and constructive criticism (Abbas, 2020). The research advisor must ensure that a safe environment is created for the student to feel empowered to share alternative or completely different viewpoints on various aspects of the research project. Maintaining a safe environment also encourages collaboration, student growth, and overall development. Using this strategy creates an environment of trust, teamwork, and mutual respect.

Finally, regardless of the size or type of institution, service and student engagement activities are viewed positively in higher education. Serving as a research advisor gives faculty the chance to showcase what they do outside the classroom. A large part of their time is dedicated to meeting teaching and learning responsibilities, for which they are evaluated on annually. Great effort is also made to ensure that faculty adequately support students with academic challenges. Taking on the role of research advisor also allows high-achieving students to be engaged. Additionally, this role supports and addresses the needs of students with aspirations for graduate studies, those seeking more challenging opportunities, or who have a general interest in scholarly research. Ultimately, it is a win-win situation for both the student and the faculty member who takes on this important role.

Curtis L. Todd, PhD, is Professor of Social Work in the School of Arts and Sciences at Atlanta Metropolitan State College, where he also provides instruction in Criminal Justice. Quintero J. Moore, MD, is Assistant Professor of Biology in the School of Arts and Sciences at Atlanta Metropolitan State College.

References

Abbas, A., Arrona-Palacios, A., Haruna H., and Alvarez-Sosa, D. 2020. Elements of students’ expectation towards teacher-student research collaboration in higher education. Frontiers in Education Conference (FIE): IEEE.

Howlett, M.A., McWilliams, M.A., Rademacher, K. et al. 2021. Investigating the Effects of Academic Coaching on College Students’ Metacognition. Innovative Higher Education: Springer Nature.

National Academy of Sciences, National Academy of Engineering (US) and Institute of Medicine (US) Committee on Science, Engineering, and Public Policy. (2009). On Being a Scientist: A Guide to Responsible Conduct in Research – Advising and Mentoring. 3rd Edition. National Academies Press: National Academy of Sciences.

Sharp, J.A., Peters, J., & Howard, K. (2002). The Management of a Student Research Project. 3rd Edition. Routledge: Taylor & Frances Group.

Springer, A., Oleksa-Marewska, K., Basinska-Zych, A., Werner, I., and Bialowas, S. (2023). Occupational burnout and chronic fatigue in the work of academic teachers-moderating role of selected health behaviours. National Library of Medicine: PLoS One.

Uzun, Aylin. 2024. Education Based on Piaget’s Theory. Research In Educational Sciences-I: IKSAD.

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September 17, 2025
Strategies for Personalized Learning in AI Age (opinion)
How do we teach effectively—and humanly—in this age of AI?

New advances in artificial intelligence break news at such a rapid pace that many of us have difficulties keeping up. Dinuka Gunaratne gave a detailed summary of many different AI tools in his “Carpe Careers” article published in July; yet more tools will likely appear in the next months and years in an exponential explosion. How do we, as educators (new and established Ph.D.s) design curriculum and classes with these new AI tools being released every few weeks? How do we design effective assignments that teach critical analysis and logical thought while knowing that our students, too, have access to these tools?

Many existing AI tools can be used to assist with course design. However, I will provide some insight on methods of pedagogy that emphasize personalized learning regardless of what new technology becomes available.

Some questions educators are now thinking about include:
1. How do I design an assignment so the student cannot just prompt an AI tool to complete it?
2. How do I design the course so that the student can choose whether or not to use AI tools—and how do I assess these two groups of students?
Below, I outline some wise teaching practices with an eye toward helping students develop core skills including critical thinking, problem-solving, teamwork, creativity and—the most essential skill of all—curiosity.

Making the Most Out of Class Time

An effective course utilizes a combination of teaching strategies. I outline three here.
1. Make sure that your class is generative so that when you give an assignment, it reaches as far back as day one. A generative learning model is one in which each week is built upon the previous one, and in which a student is assessed on the knowledge they have cumulatively accrued.
1. Hold interactive in-person activities in each class, building upon the previous assignments and content.
2. Flip the classroom so that class time is used for discussion and not a monologue presentation from you. If you can assign videos or reading assignments for students to view or read prior to class, then you can use class time to discuss the content or reinforce the learning with group activities.
Here is an example of combining these tools in the buildup to a presentation from one of my classes.
- Week 1: Each student writes and brings a one-page summary of their research so that peers can provide feedback. I provide feedback training in class before the peer readings take place.
- Week 2: Using the peer feedback of the summary, each student creates one slide summarizing their research for a three-minute thesis (3MT) and brings the slide to class to receive peer feedback.
- Week 3: Students practice presentation skills through an activity called “slide karaoke,” in which a student has one minute to present a simple slide they have never seen before. They are then given feedback by peers and the instructor on general presentation skills. I provide peer feedback training before the presentations.
- Week 4: Students implement the general feedback from slide karaoke and give practice 3MT presentations to receive specific peer and mentor feedback on the content. These mentors are usually students from the year before who revisit the class.
- Week 5: Students give the final 3MT in front of judges and peers for evaluation.
- Week 6: Students write a summary of what was learned from the entire generative experience.
This sequence of assignments is personalized so that the final report can only be about the student’s individual experience. While students might want to use AI tools to edit or organize their ideas, ChatGPT or other AI tools cannot possibly know what happened in the classroom—only the student can write about it.

For larger classes in which a presentation from each student may not be possible, here is another example.
- Week 1: A video or reading assigned to students to view/read before class discusses the basics of DNA and inheritance. An in-class assignment involves a group discussion on Mendelian inheritance problem sets.
- Week 2: Before class, students read an article on how DNA is packaged; the in-class discussion focuses on the molecules involved in chromatin structure.
- The next classes all have either prereads or videos, which students discuss in class, and the content builds up to a more complex genetic mechanism, such as elucidating the gene for a disease. The final report could be “summarize how one could find a gene responsible for a certain disease using the discussion points we had in class.” In this scenario as well, the student is taking the personalized class experience and incorporating the ideas into the final report, something that cannot be wholly outsourced to any AI tool.
If you decide to embrace AI tools in the classroom, you can still teach critical thinking and creativity by asking the students to use AI to write a report on a topic discussed in class—and then in part two of the assignment, ask them to assess the AI-generated report, cite the proper references and correct any mistakes, content or grammar-wise.

I sometimes show an example of this in class to demonstrate to students that AI makes mistakes, rather than giving it as an assignment. But it is something you might want to try making an optional method for an assignment. Students can declare whether they used AI or not on their submission. As an instructor, you will need to design two rubrics for these different groups. Group one will have a rubric based on content, grammar, references, logical thought and organization, and clarity. Group two (those who use AI) will have a rubric consisting of the same components in addition to an evaluation of how well the student found the AI mistakes.

Applying for Teaching Positions

If you are applying for a teaching position, you should address AI in your teaching dossier and how you may or may not incorporate it—but at the very least, discuss its effects on higher education. Many articles and books on this topic exist, including Teaching with AI: A Practical Guide to a New Era of Human Learning, by José Antonio Bowen and C. Edward Watson (Johns Hopkins Press, 2024); Robot-Proof: Higher Education in the Age of Artificial Intelligence, by Joseph E. Aoun (MIT Press, 2017); and Generative AI in Higher Education, by Cecilia Ka Yuk Chan and Tom Colloton (Routledge, 2024).

Yet even as we consider how to integrate AI in our teaching, we must not forget the human experience at work in all that we do. We can emphasize things like 1) encouraging students to meet with us in person or even for a walk as opposed to a virtual meeting and 2) assessing what emotions students bring to the meeting or class and how that may affect the dynamics. We as educators should harness the human side of teaching, including the classroom experience and the in-class group work, so that the “final” assessments build directly out of these personalized learnings.

For those venturing into a career that involves teaching or mentoring, develop teaching strategies and tools that center the human experience and include them in your teaching dossier. Your application will shine.

Nana Lee is the director of professional development and mentorship, special adviser to the dean of medicine for graduate education, and associate professor, teaching stream, at the University of Toronto. She is also a member and regional director of the Graduate Career Consortium—an organization providing an international voice for graduate-level career and professional development leaders.
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September 15, 2025
9 Proven Strategies for 2025
Reading Time: 12 minutes

Steady lead generation for colleges and universities is what keeps enrollment strong. Without a consistent flow of qualified inquiries, even the best programs struggle to meet their targets. The challenge, however, is that prospective students now have more options than ever, online and on campus, at home and abroad. Competing for their attention requires more than just a few ads or a static website; it demands a thoughtful, multi-channel strategy that builds trust and delivers value.

The good news is that digital marketing offers powerful tools to do just that. From content that tells your school’s story to SEO, social media engagement, targeted ads, and personalized email campaigns, every channel plays a role in capturing interest and moving students closer to enrollment. Add in technologies like CRM systems, chatbots, and virtual events, and institutions can create highly tailored experiences that convert browsers into applicants.

This article explores nine proven strategies to boost lead generation for higher education in the current industry. We’ll highlight real-world examples, including case studies from HEM’s own work, and show how combining smart tactics with the right technology can help your institution attract, nurture, and convert more qualified student leads.

Struggling with lead generation?

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

1. Leverage Content Marketing to Attract and Engage Prospective Students

Content marketing is one of the most reliable ways for higher education institutions to generate quality leads. By creating blog posts, videos, and downloadable guides that address real student questions, schools can attract organic traffic, build trust, and guide prospects through the enrollment funnel. Effective content also boosts SEO, keeping your institution visible when students search for programs or career paths.

How can content marketing help universities generate more leads? Content marketing attracts prospective students by answering their questions and showcasing institutional strengths. Blogs, guides, and videos build trust, improve SEO visibility, and highlight success stories. This engagement draws high-intent visitors to program pages, where they can convert into inquiries or applications.

Example: Discovery Community College’s official blog uses program-specific keywords in post titles to boost SEO. For example, one post is titled “3 Great Skills to Practice During Your Accounting and Finance Program,” directly incorporating the Accounting and Finance program name. This keyword-focused approach makes it far more likely that the content appears in search results when potential students are googling that training area. By optimizing blog content for high-intent queries, Discovery Community College increases its visibility to the right audience and draws in quality traffic (prospects already interested in those programs).

Source: Discovery Community College

Gated content like e-books or checklists can add another layer—prospects are more willing to share contact details if the resource provides clear value, such as a scholarship checklist or career outlook guide.

2. Optimize Your Website for Search Engines (SEO)

Even the best content won’t generate leads if students can’t find it. That’s why SEO is essential. Since most students begin their school search online, ranking on the first page of Google for program- and location-based keywords (“MBA programs in Canada,” “best nursing degree in Ontario”) is critical. The higher you rank, the more qualified traffic you attract.

Effective SEO starts with understanding what prospective students are searching for and weaving those terms naturally into your program pages, blog posts, and FAQs. On-page basics, like strong titles, meta descriptions, mobile-friendly design, and fast load times, should work hand in hand with technical SEO and local optimization.

How can universities leverage SEO to improve their lead generation efforts? SEO boosts visibility when students search for programs, scholarships, or career outcomes. By optimizing program pages, blogs, and local listings with relevant keywords, universities appear in top search results. This organic traffic delivers high-intent leads, students actively seeking education opportunities, directly into the recruitment funnel.

Example: Partnering with HEM, Cumberland College invested in multilingual SEO, optimizing its website in both English and French. Within a year, organic traffic grew by 27.5%, and leads from SEO traffic surged by 386%. This data-driven strategy directly fueled a 20–35% increase in new enrollments, proving how powerful SEO can be for lead generation for higher education.

Source: Higher Education Marketing

3. Optimize Your Website’s Landing Pages and Lead Capture Forms

Attracting visitors is only half the battle; converting them into leads is what drives enrollment. Landing pages and inquiry forms are at the heart of conversion rate optimization (CRO) for higher education. With education landing pages averaging a 4.5% conversion rate, small improvements can mean a big jump in inquiries. To maximize results:
- Mobile-first design: Students browse on their phones, so pages must load fast and display seamlessly.
- Clear, concise copy: Use scannable headlines and bullet points to highlight benefits.
- Prominent CTA: Each page should push one clear action: “Request Info” or “Register Now,” with an eye-catching button.
- Short forms: Ask only for essential info (name, email, program interest). Long forms create friction.
- Trust signals: Add student testimonials, alumni outcomes, or accreditation badges to reassure visitors.
Example: The Academy of Learning Career College’s landing pages highlight clear program benefits and unique selling points to persuade visitors. AOLCC outlines its proposition value on landing pages, essentially listing what students gain from the program, and expands on each point to hold interest. By foregrounding these program benefits, AOLCC’s pages effectively communicate value and encourage prospects to take the next step (e.g., request info or apply).

Source: AOLCC

4. Implement Chatbots and Live Chat for Instant Engagement

Today’s prospective students expect instant answers when they land on a university website. Chatbots and live chat make that possible, engaging visitors the moment they arrive instead of waiting for them to stumble upon a form. A chatbot that greets with a simple “Do you have questions about admissions or programs?” lowers barriers, creates an immediate connection, and often captures leads that would otherwise leave without taking action.

Configured well, education chatbots can handle common questions around deadlines, prerequisites, or housing 24/7. When a query requires a human touch, they can hand off to a live staff member or at least collect contact details for follow-up. This style of communication appeals especially to Gen Z, who spend significantly more time on messaging apps than older generations and respond well to the casual, conversational tone of chat.

Example: Unity Environmental University launched an AI virtual agent named “Una” to assist prospective students in finding suitable programs and navigating the application process. According to Unity’s press release, Una is available 24/7 as a personalized guide, providing instant answers about admissions and even helping complete application steps.

Source: Unity Environmental University

From a practical standpoint, institutions can blend live and automated support depending on resources. Staff-led chat during business hours provides personal attention, while chatbots can cover after-hours. The key is visibility: a small but inviting chat icon, integrated with your CRM to capture leads automatically, turns your site into an “always-on” recruitment assistant. In higher education lead generation, that combination of accessibility, speed, and personalization is increasingly what sets strong digital strategies apart.

5. Harness the Power of Social Media Platforms

Social media remains one of the most powerful tools for lead generation for colleges. Prospective students spend hours daily on platforms like Instagram, TikTok, Facebook, LinkedIn, and X. Making these spaces essential for reaching and engaging them. Each channel serves a slightly different role: Instagram and TikTok connect best with high school and undergraduate audiences, LinkedIn appeals to graduate and professional prospects, while Facebook often reaches parents and working adults.

What role do social media platforms play in lead generation for higher education institutions? Social media connects universities with prospects where they already spend time. Authentic posts, student takeovers, and targeted ads spark awareness, build community, and drive traffic to lead forms. Engagement nurtures interest over time, transforming casual followers into applicants and amplifying recruitment campaigns.

To generate leads, institutions should focus on consistent posting, authentic storytelling, and quick responses to comments or direct messages. Content like student takeovers, alumni testimonials, and “day in the life” videos resonates strongly, helping prospects envision themselves at your school.

Example: The University of Cambridge leverages authentic, student-led “Day in the Life” videos on its official channels (website, YouTube, TikTok) to showcase everyday student experiences. These videos are produced through the university’s own outlets, not third-party media, ensuring they are direct primary sources from Cambridge. For instance, Cambridge’s Faculty of Law features a “Day in the life of a Law student” video on its official site and YouTube, where “three first year Law students, Robbie, Katie and Scott, give us an insight into a typical day in their lives, using hand-held cameras”. In this video, the students themselves film their lectures, study sessions, and social activities, offering a genuine glimpse into daily life in Cambridge.

Source: University of Cambridge

Done well, social media builds community, nurtures awareness, and funnels engaged viewers toward applications or info requests.

6. Invest in Targeted Paid Advertising (SEM & Social Ads)

While organic search and social media build long-term visibility, paid advertising can accelerate lead generation for colleges by reaching the right students at the right time. Search engine marketing (SEM), such as Google Ads, is especially valuable for competitive programs or new offerings that don’t yet rank organically. Targeting keywords like “online MBA in healthcare” ensures your ads appear when students are actively searching, capturing high-intent leads ready to convert.

On social platforms, precise targeting by age, interests, location, or even undergraduate major allows you to reach audiences that align with your programs. Retargeting campaigns are equally powerful, reminding visitors who viewed your site or started an application to take the next step.

Example: Stenberg College leveraged Google Ads to attract more qualified leads for its healthcare and nursing programs. HEM’s case study notes that Stenberg uses Google Ads as a “key marketing tool to recruit students,” and with HEM’s expertise, the college’s ads now generate both more leads and better-qualified leads for admissions. The partnership allowed Stenberg to optimize keywords, ad creatives, and targeting, resulting in improved ROI on their ad spend and a healthier enrollment pipeline.

Source: Higher Education Marketing

7. Nurture Leads With Email Marketing and Marketing Automation

Capturing a lead is only the start. The real work begins with nurturing that interest into enrollment. Email marketing remains one of the most powerful tools in higher ed lead generation, delivering an estimated ROI of $36 for every $1 spent. Students also welcome it: surveys show nearly 70% prefer to hear from institutions via email.

The key is relevance. Segment leads by program, stage in the decision journey, or demographics, and tailor messages accordingly. Personalization should go beyond using a first name. It should highlight specific programs, address common concerns, or share stories aligned with student interests. Mapping emails to the student journey also ensures prospects receive the right content at the right time, from early-stage guides to deadline reminders.

Example: By developing email campaigns tailored to specific learner personas (“Emailing with Intention”), McMaster’s Continuing Ed achieved email engagement far above industry benchmarks. In fact, its automated drip emails earned about a 27.9% open rate, outperforming average open rates (~21.5%) for education emails. This persona-driven strategy was recognized with national marketing awards, underscoring how segmenting messaging to audience needs leads to more engaged prospects and higher conversion potential.

Source: McMaster University

8. Host Events and Leverage Virtual Engagement Opportunities

Events remain one of the most effective lead generation tools in higher education because they let prospects experience your institution firsthand. In-person open houses, campus tours, and information sessions build emotional connections as students meet faculty, see facilities, and imagine themselves on campus. From a lead gen perspective, event registrations and check-ins capture valuable contact information, which can then be nurtured with timely follow-up emails or calls.

Virtual events have expanded this reach even further. Online open houses, live webinars, and 360° virtual tours allow schools to engage international prospects and those unable to travel. The University of Bristol, for example, hosts a dedicated page for virtual campus and city tours, giving global audiences a way to explore on their own time.

Example: Bristol has embraced virtual engagement to reach students globally. The university maintains a dedicated page for virtual events and tours, where prospects can take self-guided 360° campus tours and even explore the city online. During the pandemic, such virtual open days were crucial: over half of UK prospective students surveyed (59%) attended at least one virtual open day. By offering rich virtual events and tours, the University of Bristol kept students engaged during lockdowns and expanded its reach beyond those able to visit in person. This virtual strategy not only sustained interest through difficult times but continues to complement in-person events as a convenient lead generator.

Source: Bristol University

The most effective events, whether in-person or online, blend interactivity with personal connection. Live chats, Q&As, and student ambassador involvement ensure attendees feel engaged, while follow-up communications help convert that interest into applications.

9. Utilize CRM Systems and Data Analytics to Refine Your Outreach

Behind every strong lead generation program is a system that manages, tracks, and optimizes outreach. A Customer Relationship Management (CRM) platform, such as HubSpot, Slate, or HEM’s own Mautic CRM, centralizes prospect data, automates follow-ups, and makes it easier to measure performance.

Every new lead, whether from a form, ad, or event, flows into the CRM, where it can be segmented, scored, and assigned to counselors. Automated workflows ensure timely engagement: for example, sending a personalized welcome email immediately after an inquiry and triggering reminders if no action follows.

Example: Michael Vincent Academy overhauled its recruitment process by adopting a customized CRM automation solution with HEM. Michael Vincent Academy automated key workflows using the CRM, which dramatically improved efficiency in managing inquiries. Staff could spend less time on manual follow-ups and more on building relationships with prospects. The result was a smoother funnel, inquiries were responded to promptly, and no prospective student fell through the cracks, ultimately leading to higher enrollment yields.

Source: HEM

Analytics make this even more powerful. By monitoring lead sources, campaign performance, and student behaviors, institutions can refine targeting and invest where returns are strongest. Business School Lausanne, for instance, leverages data insights to optimize international outreach and ensure global diversity in recruitment.

In short, a data-driven CRM approach ensures no lead slips through the cracks and every prospect receives timely, personalized attention.

Integrating the 9 Strategies Into a Cohesive Lead Generation Plan

Effective lead generation in higher education isn’t driven by one silver bullet; it’s the outcome of multiple strategies working together. Content fuels SEO, SEO drives visitors to optimized landing pages, social media and paid ads amplify your reach, while email and CRM workflows nurture prospects into applicants. Layered on top, data and analytics help refine every stage, creating a cycle of attraction, engagement, and conversion that grows stronger over time.

Real-world outcomes show the power of this integrated approach. Webster University Geneva reported a 30% surge in enrollments through digital marketing and timely follow-ups, while Cumberland College doubled its lead flow by combining SEO content with paid ads and social engagement. Even more targeted initiatives, like Queen Anne’s School’s multi-platform ad campaigns or McMaster University’s persona-based email drips, prove that each tactic can meaningfully contribute to the bigger picture when executed strategically.

Think of your role as designing a system that balances creativity with data. Keep testing new formats, from TikTok challenges to interactive quizzes, while staying agile to shifts like AI tools or evolving privacy rules. Above all, keep the student experience front and center: personalization, authenticity, and responsiveness are what today’s learners value most.

By applying the nine strategies outlined in this guide, your institution can not only attract more qualified leads but also convert them into enrolled students in a sustainable, scalable way. Lead generation may be challenging, but with a student-first mindset and a data-informed strategy, you’ll build a steady pipeline of future students ready to join your community.

Struggling with lead generation?

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

Frequently Asked Questions

Question: How can content marketing help universities generate more leads?
Answer: Content marketing attracts prospective students by answering their questions and showcasing institutional strengths. Blogs, guides, and videos build trust, improve SEO visibility, and highlight success stories. This engagement draws high-intent visitors to program pages, where they can convert into inquiries or applications.

Question: What role do social media platforms play in lead generation for higher education institutions?
Answer: Social media connects universities with prospects where they already spend time. Authentic posts, student takeovers, and targeted ads spark awareness, build community, and drive traffic to lead forms. Engagement nurtures interest over time, transforming casual followers into applicants and amplifying recruitment campaigns.

Question: How can universities leverage SEO to improve their lead generation efforts?
Answer: SEO boosts visibility when students search for programs, scholarships, or career outcomes. By optimizing program pages, blogs, and local listings with relevant keywords, universities appear in top search results. This organic traffic delivers high-intent leads, students actively seeking education opportunities, directly into the recruitment funnel.
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September 10, 2025
Practical Strategies for Interdisciplinary Teaching in Today’s University – Faculty Focus

Working in the College of Interdisciplinary Studies has shown me firsthand that our students face a world full of messy, tangled problems. Climate shifts, health crises, social divides, and tech changes do not fit neatly into one subject area. They need tools from many fields to tackle these issues. This teaching helps students blend ideas, think deeply across fields, and work well with people from varied backgrounds. Drawing from my experience teaching across subjects at Zayed University in Dubai, UAE, I want to share real ways teachers can build and run cross-subject courses that truly help students handle today’s complex world.

True interdisciplinary teaching goes beyond just putting different topics side by side. At our college, we have learned that it means weaving ideas, theories, and methods from many fields to examine a shared theme or question. This takes careful planning, a willingness to step outside your comfort zone, and a focus on working together. The aim is not to water down each subject but to strengthen them by showing how different ways of thinking can shed more light on tricky issues. I will share clear steps for building cross-subject courses, sparking talks across fields, checking how well students are blending ideas, and getting past common hurdles I have faced in my own teaching.

Building Interdisciplinary Courses: Choosing Scope and Mixing Knowledge

Creating a solid interdisciplinary course starts with a clear scope and thoughtful mixing of knowledge. In our college, we aim for courses where students see connections and blend insights rather than just stacking content from different fields. Often, this means finding a central theme, problem, or question that ties everything together. For example, a course on city growth might pull from earth science, social studies, money matters, and city planning. Choose fields that each add something vital to understanding your main topic. O’Sullivan (2025) suggests a “U-shaped learning” model for teaching across fields, focusing on two main skills: blending knowledge and putting it to work. This model shows learning as a path from understanding single subjects to gaining a mixed view that works in the real world.

Once you have set your central theme and chosen your fields, think about how to structure the course for sound mixing. In our college, we have succeeded in organizing units around sub-themes where different lenses are applied or using project-based learning where students work on complex problems that need input from many fields. Yang et al. (2024) studied adding interdisciplinary learning in nursing classes using games. They found this significantly boosted nursing students’ knowledge, skills, and attitudes, especially in talking with others, solving problems, and using what they learned. At our college, we map out how ideas from different fields will be introduced, how they relate, and how we will help students make these connections. This means readings from various fields, expert guest talks, or tasks that ask students to blend information from many sources.

Sparking Talks and Teamwork Across Fields

A sign of good interdisciplinary teaching is meaningful talk and teamwork among students from different backgrounds. In my classes, creating a space where students feel safe sharing ideas from their fields and respectfully engaging with different views is crucial. Teachers must be skilled guides, steering talks, handling conflicts, and helping students find common ground. Ways to boost cross-field talk include structured debates on complex issues, small group work with students from different fields, or case studies that need multiple viewpoints. The U-shaped learning model from O’Sullivan (2025) backs this kind of team learning since building people skills helps blend knowledge and put it to use.

Team projects have proven powerful for interdisciplinary learning. When students from different fields work on a shared problem, they must talk across subject lines, work through various approaches, and blend their varied skills and knowledge. Yang et al. (2024) found that mixing social service with cross-field learning in nursing exposed students to diverse challenges, which boosted their communication and problem-solving skills. In our interdisciplinary courses, we structure projects, so students take roles based on their field expertise while ensuring everyone helps blend the knowledge. Clear guidelines for group work, ways to handle conflicts, and checking individual work and group results are essential for successful interdisciplinary projects.

Checking How Well Students Blend Ideas

Checking student learning in an interdisciplinary course brings special challenges, as the goal is to test knowledge of single subjects and the ability to blend and use information from many fields. In our college, old testing methods, like exams on facts from one field, do not work well. Instead, we use assessments that show students’ ability to think critically, analyze deeply, and use mixed knowledge on complex problems. Examples include projects, research papers that blend sources from many fields, talks on solutions to real-world problems that use diverse views, or creating things (like policy briefs, design models, and media projects) that show mixed understanding. Yang et al. (2024) used number measures (tests before and after) and quality analysis of students’ thought journals to check course effectiveness and learning outcomes across fields.

Reflection also helps check interdisciplinary learning in our college. We ask students to think about their learning process, their challenges in mixing different views, and how their understanding has changed. This shows how they are developing cross-field skills. O’Sullivan (2025) notes that learning across fields involves building inner skills. Reflection tasks can help students develop these skills by pushing them to think deeply about their learning and the value of different field approaches. When creating assessments, our faculty ensure the scoring rubrics clearly state expectations and give students chances to show their skills meaningfully.

Wrapping Up

Crossing the space between fields through good interdisciplinary teaching is essential for preparing students to handle today’s complex world. By carefully designing courses that focus on mixing knowledge, sparking rich talk and teamwork, and using fitting assessment methods, teachers can create life-changing learning experiences. The insights from research on interdisciplinary learning models (O’Sullivan, 2025) and the proven benefits of mixed approaches in fields like nursing (Yang et al., 2024) offer valuable guidance. While interdisciplinary teaching brings unique challenges, the rewards of boosting students’ critical thinking, problem-solving, and teamwork skills are tremendous. In our College of Interdisciplinary Studies, we have seen how these practical methods create a complete learning setting, giving power to the next wave of thinkers and leaders who will tackle our world’s most pressing challenges.

Dr. Zeina Hojeij is a Professor at the College of Interdisciplinary Studies at Zayed University, where she has served since 2013, specializing in educational leadership and administration. With a doctorate in Educational Leadership from Saint Louis University, USA, and extensive experience in academic administration, she has held several key leadership positions, including Associate Dean for Faculty Affairs and Academic Director for the General Education Program. A certified UAE Commission for Academic Accreditation (CAA) Reviewer and Fellow of the Higher Education Academy, Prof. Hojeij combines her expertise in curriculum development with a strong research portfolio, having secured over 2 million AED in research grants over the past 10 years. Her research focuses on educational technology, leadership development, and teaching innovation. She has taught and coordinated undergraduate and graduate courses in Education and interdisciplinary education while maintaining a ten-year commitment to teacher mentoring with the Al Jalila Foundation. She holds multiple professional certifications, including Blackboard Certified Associate, Accredited Facilitator, Certified Online Instructor, and CELTA & CELTYL certifications. Her dedication to educational innovation is further evidenced by her recent Harvard Business School Online Design Thinking and Innovation certification. Fluent in English, Arabic, and French, Prof. Hojeij brings a global perspective to her work in advancing educational excellence, regularly presenting at international conferences and publishing in peer-reviewed journals.

References

O’Sullivan, G. (2025). U-shaped learning: A new model for transdisciplinary education. Humanities and Social Sciences Communications, 12(182). https://doi.org/10.1057/s41599-025-04478-8

Yang, B.-H., Lo, K.-W., Li, Y.-S., & Chao, K.-Y. (2024). Effects of integration interdisciplinary learning on student learning outcomes and healthcare-giving competence: A mixed methods study. BMC Nursing, 23(583). https://doi.org/10.1186/s12912-024-02260-w

Source link

July 18, 2025
Practical Strategies for Interdisciplinary Teaching in Today’s University – Faculty Focus

Working in the College of Interdisciplinary Studies has shown me firsthand that our students face a world full of messy, tangled problems. Climate shifts, health crises, social divides, and tech changes do not fit neatly into one subject area. They need tools from many fields to tackle these issues. This teaching helps students blend ideas, think deeply across fields, and work well with people from varied backgrounds. Drawing from my experience teaching across subjects at Zayed University in Dubai, UAE, I want to share real ways teachers can build and run cross-subject courses that truly help students handle today’s complex world.

True interdisciplinary teaching goes beyond just putting different topics side by side. At our college, we have learned that it means weaving ideas, theories, and methods from many fields to examine a shared theme or question. This takes careful planning, a willingness to step outside your comfort zone, and a focus on working together. The aim is not to water down each subject but to strengthen them by showing how different ways of thinking can shed more light on tricky issues. I will share clear steps for building cross-subject courses, sparking talks across fields, checking how well students are blending ideas, and getting past common hurdles I have faced in my own teaching.

Building Interdisciplinary Courses: Choosing Scope and Mixing Knowledge

Creating a solid interdisciplinary course starts with a clear scope and thoughtful mixing of knowledge. In our college, we aim for courses where students see connections and blend insights rather than just stacking content from different fields. Often, this means finding a central theme, problem, or question that ties everything together. For example, a course on city growth might pull from earth science, social studies, money matters, and city planning. Choose fields that each add something vital to understanding your main topic. O’Sullivan (2025) suggests a “U-shaped learning” model for teaching across fields, focusing on two main skills: blending knowledge and putting it to work. This model shows learning as a path from understanding single subjects to gaining a mixed view that works in the real world.

Once you have set your central theme and chosen your fields, think about how to structure the course for sound mixing. In our college, we have succeeded in organizing units around sub-themes where different lenses are applied or using project-based learning where students work on complex problems that need input from many fields. Yang et al. (2024) studied adding interdisciplinary learning in nursing classes using games. They found this significantly boosted nursing students’ knowledge, skills, and attitudes, especially in talking with others, solving problems, and using what they learned. At our college, we map out how ideas from different fields will be introduced, how they relate, and how we will help students make these connections. This means readings from various fields, expert guest talks, or tasks that ask students to blend information from many sources.

Sparking Talks and Teamwork Across Fields

A sign of good interdisciplinary teaching is meaningful talk and teamwork among students from different backgrounds. In my classes, creating a space where students feel safe sharing ideas from their fields and respectfully engaging with different views is crucial. Teachers must be skilled guides, steering talks, handling conflicts, and helping students find common ground. Ways to boost cross-field talk include structured debates on complex issues, small group work with students from different fields, or case studies that need multiple viewpoints. The U-shaped learning model from O’Sullivan (2025) backs this kind of team learning since building people skills helps blend knowledge and put it to use.

Team projects have proven powerful for interdisciplinary learning. When students from different fields work on a shared problem, they must talk across subject lines, work through various approaches, and blend their varied skills and knowledge. Yang et al. (2024) found that mixing social service with cross-field learning in nursing exposed students to diverse challenges, which boosted their communication and problem-solving skills. In our interdisciplinary courses, we structure projects, so students take roles based on their field expertise while ensuring everyone helps blend the knowledge. Clear guidelines for group work, ways to handle conflicts, and checking individual work and group results are essential for successful interdisciplinary projects.

Checking How Well Students Blend Ideas

Checking student learning in an interdisciplinary course brings special challenges, as the goal is to test knowledge of single subjects and the ability to blend and use information from many fields. In our college, old testing methods, like exams on facts from one field, do not work well. Instead, we use assessments that show students’ ability to think critically, analyze deeply, and use mixed knowledge on complex problems. Examples include projects, research papers that blend sources from many fields, talks on solutions to real-world problems that use diverse views, or creating things (like policy briefs, design models, and media projects) that show mixed understanding. Yang et al. (2024) used number measures (tests before and after) and quality analysis of students’ thought journals to check course effectiveness and learning outcomes across fields.

Reflection also helps check interdisciplinary learning in our college. We ask students to think about their learning process, their challenges in mixing different views, and how their understanding has changed. This shows how they are developing cross-field skills. O’Sullivan (2025) notes that learning across fields involves building inner skills. Reflection tasks can help students develop these skills by pushing them to think deeply about their learning and the value of different field approaches. When creating assessments, our faculty ensure the scoring rubrics clearly state expectations and give students chances to show their skills meaningfully.

Wrapping Up

Crossing the space between fields through good interdisciplinary teaching is essential for preparing students to handle today’s complex world. By carefully designing courses that focus on mixing knowledge, sparking rich talk and teamwork, and using fitting assessment methods, teachers can create life-changing learning experiences. The insights from research on interdisciplinary learning models (O’Sullivan, 2025) and the proven benefits of mixed approaches in fields like nursing (Yang et al., 2024) offer valuable guidance. While interdisciplinary teaching brings unique challenges, the rewards of boosting students’ critical thinking, problem-solving, and teamwork skills are tremendous. In our College of Interdisciplinary Studies, we have seen how these practical methods create a complete learning setting, giving power to the next wave of thinkers and leaders who will tackle our world’s most pressing challenges.

Dr. Zeina Hojeij is a Professor at the College of Interdisciplinary Studies at Zayed University, where she has served since 2013, specializing in educational leadership and administration. With a doctorate in Educational Leadership from Saint Louis University, USA, and extensive experience in academic administration, she has held several key leadership positions, including Associate Dean for Faculty Affairs and Academic Director for the General Education Program. A certified UAE Commission for Academic Accreditation (CAA) Reviewer and Fellow of the Higher Education Academy, Prof. Hojeij combines her expertise in curriculum development with a strong research portfolio, having secured over 2 million AED in research grants over the past 10 years. Her research focuses on educational technology, leadership development, and teaching innovation. She has taught and coordinated undergraduate and graduate courses in Education and interdisciplinary education while maintaining a ten-year commitment to teacher mentoring with the Al Jalila Foundation. She holds multiple professional certifications, including Blackboard Certified Associate, Accredited Facilitator, Certified Online Instructor, and CELTA & CELTYL certifications. Her dedication to educational innovation is further evidenced by her recent Harvard Business School Online Design Thinking and Innovation certification. Fluent in English, Arabic, and French, Prof. Hojeij brings a global perspective to her work in advancing educational excellence, regularly presenting at international conferences and publishing in peer-reviewed journals.

References

O’Sullivan, G. (2025). U-shaped learning: A new model for transdisciplinary education. Humanities and Social Sciences Communications, 12(182). https://doi.org/10.1057/s41599-025-04478-8

Yang, B.-H., Lo, K.-W., Li, Y.-S., & Chao, K.-Y. (2024). Effects of integration interdisciplinary learning on student learning outcomes and healthcare-giving competence: A mixed methods study. BMC Nursing, 23(583). https://doi.org/10.1186/s12912-024-02260-w

Source link

July 18, 2025
5 Top Strategies Your University Needs NOW
Institutions need to optimize their website content for AI-powered search results.

Search is dramatically evolving—and fast. Generative AI (Gen AI), especially Large Language Models (LLMs), are completely reshaping how information is processed, synthesized, and delivered. This changes how prospective students are influenced and impacts your institution’s visibility.

For today’s prospective college students, “search” is far more than a simple tool to find the best university; it’s what they do first to find the information they need during all stages of their college journey. In a world overflowing with options, your university’s visibility and prominence in these evolving search results can be the deciding factor in whether you’re even on a student’s radar.

I’ve recently had several conversations with university leaders, and one thing is clear: maximizing discoverability in this new, AI-powered era is top of mind. This blog is a direct result of those conversations and aims to cut through the noise to explain the why, what, and how of AI-driven student search.

The WHY: Generative AI-Powered Search

Generative AI (Gen AI) is the powerful application of machine learning that is transforming how information is created, compiled, and presented. Gen AI’s ability to create, summarize, and discover new information is precisely why it has become so crucial to modern online searching.

At the core are LLMs like ChatGPT and Gemini that are trained on massive amounts of data to understand and generate human-like language. These models enable students to ask complex, conversational questions like: “Which MBA program is best if I’m working full-time and want to study online?”

LLMs understand the intent behind that question—not just the words. That’s a huge leap from traditional keyword-based search. And the Gen AI is pulling from a vast range of sources, summarizing information, and delivering fast, context-rich answers with relevant links.

The WHAT: AI is Transforming Student Search

1. The rise of conversational search

Search is no longer just about typing in a few keywords and scrolling through results. Today’s prospective students are asking real questions, using full sentences, and expecting immediate, tailored answers whether it’s on Gemini, Siri, or ChatGPT.

In 2025, over 20% of the global population is already using voice search like Siri and Alexa. Many of these searches are like natural conversations—they’re specific, urgent, and detailed. That means your website content needs to be structured to answer these questions directly and naturally.

Your content needs to do more than just match keywords; it needs to thoroughly and thoughtfully answer the actual questions behind what students ask the Gen AI tool. Otherwise, your university could remain hidden from the Gen AI tools students use most.

2. Google AI overviews and AI mode: A new front page

Google’s AI Overviews (AIOs) are fundamentally changing the Search Engine Results Page (SERP) and content visibility by providing AI-generated summaries at the top. Instead of showing multiple blue links, AIOs serve up AI-generated summaries right at the top—pulling from multiple sources and citing them directly. If your content is cited in the summary, your visibility increases. If not, you might be left out entirely.

Soon, these summaries will be able to have paid ads in them. As part of the release in Google Marketing Live 2025, ads will appear directly within these AI Overviews, creating new high-visibility placements that are essential for maintaining paid visibility. You need to start planning to include AIO ads as part of your paid media strategy. Visibility is no longer about just bidding on keywords—it’s about being where the AI puts attention.

3. The accuracy challenge with LLMs

LLMs, which are also the technology powering AI Overviews, are powerful, but not perfect. They generate answers quickly, but if they lack real-time data, they can “hallucinate” or produce outdated info. Think of it this way—while your institutional content can become part of an AI’s knowledge base, the accuracy and strength of the AI’s responses are heavily dependent on your website’s structure for AI discoverability and the completeness and timeliness of your content on key pages like academic programs, faculty profiles, research archives, financial aid and student success stories.

However, students do not just take the face value of a summary. They want to dive deeper. Interestingly, AI assistants often pull from forums like Reddit or Quora. That’s a signal: clarity, authenticity, and helpfulness now compete with traditional authority. If your content sounds genuinely human and directly answers real student questions, it’s more likely to be cited by these tools and trusted by prospective students.
Talk with our digital marketing and enrollment experts

RNL works with colleges and universities across the country to ensure their digital marketing is optimized and filling their academic programs. Reach out today for a complimentary consultation to discuss:

Search engine optimization

Digital marketing

Lead generation

Digital engagement throughout the enrollment funnel

Request now
The HOW: Strategic Content for the AI Era

We are firmly in the age of Search + Chat. For universities’ content creators and marketing teams, this means adapting your strategy to a hybrid model where optimizing for both traditional search engines and AI citations is crucial. It’s no longer about ranking high on Google; it’s about being part of the conversation students are having with AI.

Just as prompt engineers craft inputs for LLMs, your content needs to “prompt” search AI effectively. This means creating well-structured, meaningful content that makes it easy for AI to understand and cite your information. This adds a layer of sophistication to content optimization, moving us toward what some call Generative Engine Optimization (GEO). Think of it as SEO, reimagined for an AI-first search environment.

Top 5 GEO Strategies You Can Focus on Now

1. Topic-focused content

Move beyond program name focus to cover broader topics comprehensively, addressing full student intent. For example, instead of just “Best Online MBA,” create content around “Which MBA program is the best while balancing a full-time job?” or “career paths in business analytics” or “balancing graduate studies with work.” This helps AI understand the full context, making your university’s degree program’s content relevant for diverse student queries.

2. Answer-focused structure

Use short, digestible sections with clear, question-based headings. For example, “When are the application deadlines for fall 2025?” or “How do I schedule a campus tour?” Include plain-text facts and data-driven claims (e.g., graduate employment rates, program rankings, faculty research impact). Content with specific data is 40% more likely to appear in LLM responses.

3. Build authority (E-E-A-T)

AI models favor content that signals Experience, Expertise, Authoritativeness, and Trust. For universities, this means transparently displaying faculty qualifications, publishing original research, program rankings, and highlighting alumni success, through testimonials. Strong E-E-A-T signals trustworthiness to AI, crucial for students making significant educational decisions. This isn’t just for humans, it’s how AI decides your credibility.

4. Structured data and schema markup to speak AI’s language

Think of schema markup as a universal translator for your website. It’s code you add to your pages that tells AI models and search engines what specific pieces of information mean, not just what they say. For example:
- You can mark up your academic programs as “Courses,” detailing credit hours, learning outcomes, and faculty.
- Your events (like campus tours or info sessions) can be identified as “Events” with dates, times, and locations.
- Faculty profiles can be marked as “Persons,” highlighting their name, title, department, and research interests.
- Testimonials can be flagged as “Reviews,” complete with star ratings and reviewer names.
Why this matters: When AI understands the precise context of your content, it can extract accurate information more effectively. This dramatically boosts your visibility in AI Overviews, rich snippets, and voice search.

5. AI crawler accessibility

For AI models to learn from your website, they first need to be able to “read” it. This means ensuring your university’s websites and program pages are fully accessible to AI crawlers.
- Check your robots.txt file: This file tells web crawlers (including those used by AI) which parts of your site they can and cannot access. Make sure it’s not inadvertently blocking important academic programs, admissions details, or faculty research sections.
- Handle JavaScript-heavy elements: Many modern university sites use JavaScript for interactive elements like program finders, application portals, or dynamic course catalogs. If not set up correctly, AI crawlers might not “see” the content generated by this JavaScript. Consider Server-Side Rendering (SSR) or Static Site Generation (SSG) to ensure this critical content is visible to crawlers.
If AI crawlers can’t access your academic program content, it won’t be discoverable by AI- powered search.

Final Thoughts: Show Up Where It Counts

The AI-driven evolution of student search isn’t a distant prediction—it’s happening now. My conversations with campus partners consistently confirms this: AI isn’t replacing traditional student search, but profoundly reshaping how students search, find, trust, and act on information.

The smartest path forward isn’t choosing between Google and AI chat tools. It’s using both. This is a powerful convergence where AI assistants deliver fast, personalized insights, while Google Search provides foundational depth, structure and authority.

Ask yourself: Is your content part of that journey? Is it fresh, factual, and findableAI and traditional search? For higher ed marketing and enrollment management professionals seeking to make a lasting impact, the answer is clear: Be the answer in both places.

At RNL, we’re committed to helping universities stay discoverable throughout the entire funnel—from awareness to inquiry to application and enrollment. We care deeply about the student journey too, and we know how critical it is for students to find the right-fit institutions at the right time. That’s why we stay agile—continuously evolving our strategies to meet students where they are and help institutions show up early, stay relevant, and convert when it counts.
Talk with our digital marketing and enrollment experts

RNL works with colleges and universities across the country to ensure their digital marketing is optimized and filling their academic programs. Reach out today for a complimentary consultation to discuss:

Search engine optimization

Digital marketing

Lead generation

Digital engagement throughout the enrollment funnel

Request now
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July 17, 2025
Top 10 Campus Recruitment Strategies You Need to Know
Reading Time: 11 minutes

In today’s world, where attention spans are short and options are endless, student recruitment has become both an art and a science. Traditional methods (college fairs, brochures, high school visits) still play a role, but they can’t carry the weight alone anymore.

Gen Z expects more. And so do their parents. They want seamless digital experiences, personalized content, and authentic connections. If your institution isn’t delivering those things, you risk losing them to one that does. So, how do you stand out?

Whether you’re just starting to rethink your campus recruitment strategy or looking for new ways to level up, these 10 cutting-edge approaches, plus one powerful bonus, are designed to help you connect more deeply with prospective students and convert that interest into action.

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1. Hyper-Personalize the Student Experience

Here’s the truth: blanket emails and generic web content just don’t cut it anymore.

Students today expect you to know them; their interests, their goals, even where they’re browsing from. That’s where hyper-personalization comes in. Rather than treating your prospects as a monolithic group, modern recruitment strategies for colleges leverage data to deliver one-to-one digital experiences at scale.

How does that look in action?
- A high school student interested in business sees a landing page tailored with content about your BComm program, student stories, and upcoming info sessions.
- An international applicant is greeted with region-specific admissions guidance and video testimonials from students from their home country.
- A user who clicks on a scholarship link gets a follow-up email with a financial aid breakdown.
In short, personalization isn’t a perk. It’s expected.

Example: To personalize outreach at scale, the University of Idaho (U of I) introduced AI-driven personalized videos for interested applicants. Prospects received video messages addressing them by name, hometown, and academic interest.

Source: University of Idaho YouTube

2. Make Mobile a Priority, Not an Afterthought

More than 60% of student interactions with higher education websites now happen on mobile. If your site isn’t easy to navigate on a small screen, you’re likely losing leads by the dozen, especially since 53% of users will abandon a site that takes more than 3 seconds to load.

And it’s not just about having a “responsive” website anymore.

You also need:
- Mobile-optimized application forms that are quick and easy to complete
- Tap-friendly buttons and layouts that don’t frustrate the user
- SMS alerts for key deadlines or virtual event reminders
Even better? Google’s mobile-first indexing means this doesn’t just affect UX, it directly influences your search rankings.

So if mobile optimization isn’t baked into your campus recruitment strategies, it’s time to fix that. Fast.

Example: University of the District of Columbia (UDC) launched a newly redesigned, mobile-first website in 2025 to enhance recruitment.

Source: UDC

The site features a “mobile-friendly and accessible design” optimized for all devices. This responsive overhaul was part of a strategic initiative “aimed at…enhancing recruitment efforts” and making it easier for prospective students to explore academic programs. By improving navigation, search, and ensuring the site works seamlessly on phones, UDC’s digital entryway better serves today’s mobile-minded applicants.

3. Use Video to Tell Real Stories

Think about the last time you were captivated by a piece of content online. Chances are, it was a video. Video is more than just a nice-to-have. It’s one of the most effective ways to emotionally connect with prospective students and help them see themselves at your school.

Today’s students have grown up on YouTube, Instagram, and TikTok, and video content reigns supreme. Video accounts for over 80% of global internet traffic, and roughly 75% of video viewing now happens on mobile devices (aligning with Gen Z’s phone-first habits).

A recent guide on education video marketing noted that compelling videos can communicate complex ideas in seconds and resonate emotionally, which is why Gen Z “responds favorably to videos that are authentic, visually appealing, and emotionally resonant”.

Additionally, social algorithms favor video content, meaning your school’s videos are more likely to surface in feeds. With 80% of prospective students reporting that campus videos (tours, student stories, etc.) influenced their perception of a school, it’s clear that storytelling through video is no longer optional; it’s essential for recruitment success.

From quick TikToks to polished campus tours, the format you choose should match your audience and your message.

What works well?
- Virtual tours for international students who can’t visit in person
- Day-in-the-life vlogs from current students
- Candid interviews with faculty or alumni
- Instagram Reels that highlight clubs, campus life, or student events
Example: Queen’s University Belfast’s official student blog features a dedicated “Vlogs” section where current students share their experiences via video.

Source: Queen’s University Belfast

These student-created videos range from day-in-the-life stories to campus tours and tips for new students. By showcasing real student life through vlogs, Queen’s gives prospective students an authentic, relatable window into the university experience.

4. Empower Student Ambassadors to Speak for You

No offense, but students trust other students more than they trust your marketing team.

That’s why student ambassadors are one of the most powerful (and underutilized) assets in your recruitment toolkit.

With just a little structure and support, they can:
- Run TikTok takeovers during orientation week
- Host live AMAs on Instagram about life at your school
- Create vlogs or blog posts about their journeys
It’s authentic, it’s relatable, and it builds the kind of peer-driven trust that polished brochures never could. Best of all? Gen Z prefers real voices over institutional polish. So give them a platform and watch your reach expand.

Example: John Cabot University (JCU) runs a robust Student Ambassador program that puts current students front and center in recruitment.

Source: JCU

These ambassadors, hailing from around the world, actively engage with prospects through social media takeovers, Q&As, and one-on-one chats. JCU’s admissions website even features profiles and contact info for each student ambassador, inviting prospects to reach out directly.

5. Invest in SEO and Content That Answers Real Questions

You can’t enroll students who don’t know you exist. That’s where search engine optimization (SEO) and content marketing come in. When students start Googling “best film schools in Canada” or “how to get a student visa for the U.S.,” your institution should be right there with helpful, relevant answers.

Some essentials that build a strong foundation:
- Blog posts that answer FAQs on tuition, housing, or programs
- Program pages with embedded video, alumni outcomes, and clear CTAs
- Long-tail keywords like “how to apply for nursing school in Ontario” that attract motivated searchers
Higher Education Marketing (HEM) helps clients rank on page one of Google for high-converting keywords, turning organic traffic into an ongoing stream of qualified leads.

And unlike paid ads, the impact of good SEO keeps compounding.

Example: Medix College attracts prospects by publishing a steady stream of useful, SEO-optimized content related to its healthcare programs. Its official blog functions as a hub of career tips, industry trends, and program insights tailored to prospective students.

Source: Medix College

By answering common career questions and highlighting emerging fields, Medix organically improves its search visibility. This content marketing strategy attracts web traffic from interested learners and establishes Medix as an authoritative, student-centric institution, leading to more inquiries and applications driven by informative content, rather than just ads.

6. Use CRM and Data Tools to Nurture Leads at Scale

Managing hundreds or thousands of prospective students without a proper system in place is a recipe for missed opportunities.

A CRM (Customer Relationship Management system) does more than just store contact info. It helps you track where students are in the funnel, personalize your outreach, and automate time-consuming tasks like follow-up emails or event reminders.

With the right CRM, you can:
- Score leads based on engagement levels
- Trigger personalized email or SMS messages based on behavior
- Track ROI on every campaign or event
HEM’s CRM solutions are built specifically for higher ed, so you can identify, engage, and convert prospects without the guesswork.

Example: IH Dublin implemented a customized CRM (Mautic by HEM) to automate and personalize its student recruitment communications, using market segmentation to ensure each prospective student receives course information tailored to their specific needs. This strategic CRM implementation streamlined lead management by automatically capturing inquiries and communications, saving staff countless hours and allowing them to focus on high-quality, individualized interactions with students.

Source: HEM

By integrating web inquiry forms, social media, and email campaign data into one system, the school gained a comprehensive view of each prospect and leveraged these analytics insights to refine outreach strategies, improving the effectiveness of communications and boosting student recruitment conversions.

7. Strengthen Relationships with High Schools and Feeder Institutions

Want to build a pipeline that pays off year after year? Start earlier. By investing in relationships with guidance counselors, feeder schools, and partner institutions, you plant the seeds of trust long before application season.

What helps?
- Hosting “College Nights” or virtual info sessions
- Offering classroom-ready materials that educators can share
- Regular check-ins with guidance counselors to keep your school top of mind
This long-game strategy ensures your name is the first one students hear when they start exploring their options.

Example: Formed by the merger of Bloomsburg, Lock Haven, and Mansfield Universities, CommonwealthU has aggressively built feeder relationships in its region. In October 2022, it signed Local Scholar Agreements with 14 high school districts (expanding to 50 districts) in Pennsylvania to create a direct pipeline to its campuses. Under these agreements, any student graduating from a partner high school who meets basic criteria is guaranteed admission and up to $28,000 in scholarships to CommonwealthU.

Source: CommonwealthU

8. Gamify the Enrollment Experience

Most application processes aren’t exactly thrilling. But what if they could be fun? That’s where gamification comes in. Adding interactive, game-like elements to your recruitment process can boost engagement and make your institution stand out. Ideas to try:
- A quiz like “Which Degree Matches Your Personality?”
- A digital scavenger hunt during virtual open houses
- Points or prizes for completing milestones (like submitting an application or attending an event)
The result? More engagement, longer site visits, and a more memorable brand experience.

Example: To make campus visits and online events more engaging, Wentworth Institute of Technology (WIT) uses gamification elements in recruitment. For example, during a recent Open House, Wentworth organized a campus-wide scavenger hunt for visiting prospective students.

Source: WIT

Attendees were challenged to explore campus and snap photos of specific “hidden” items or locations, then show an admissions staff member to collect a prize. This fun competition had students actively interacting with the campus environment. Wentworth also partnered with the ZeeMee app (a social platform for admitted students) to host virtual scavenger hunts and trivia nights for incoming freshmen, turning the admissions process into a game.

9. Remove Friction From the Application Process

What are the 7 steps of the recruitment process? They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding. Of these seven steps, the selection process is arguably the most crucial.

You’ve piqued their interest. Now don’t lose them at the finish line.

One of the biggest conversion killers? Complicated, outdated, or buggy application systems.

Here’s how to clean it up:
- Make sure students can save their progress and come back later
- Allow autofill using Google or LinkedIn accounts
- Offer live chat support for real-time help
- Automate gentle reminders for those who haven’t finished applying
The easier the process, the higher the completion rate. It’s that simple.

Example: A common trend in streamlining has been colleges joining the Common App or other unified platforms. This is because a simplified, one-stop application lowers the effort for students applying to multiple schools.

Source: USI

In this example, USI joins the Common Application, enabling students to apply to USI alongside multiple schools with one form. USI’s enrollment team notes that the Common App’s mobile-friendly interface and consolidation of application tasks meet students’ expectations for simplicity. Additionally, USI uses an online status portal where applicants can see missing items and upcoming steps at a glance, reducing back-and-forth emails.

10. Localize Your International Recruitment Strategy

Going global isn’t just about translation; it’s about cultural connection. To truly succeed in international markets, your recruitment approach needs to feel local, not foreign. That means:
- Translating core content into key languages
- Showcasing alumni from the same regions
- Using familiar platforms like WeChat or WhatsApp to communicate
HEM specializes in multilingual campaigns that drive results across borders. Because when students see themselves represented, they’re more likely to say “yes.”

Example: To grow its Chinese student enrollment, Iowa State University invested in a heavily localized recruitment strategy for China. The university launched a fully localized Chinese-language website to engage students and parents in China on their terms. The site was hosted on a .cn domain for fast local loading and optimized for mobile, featuring ISU’s branding but with content written in Simplified Chinese.

Source: ISU

Crucially, ISU didn’t just translate admissions info; it adapted content to address what Chinese families value (e.g., program outcomes, safety, career opportunities) and made navigation intuitive for that audience. In tandem, Iowa State ramped up its presence on Chinese social media: it ran an official WeChat account for one-to-one engagement and a verified Weibo account (China’s Twitter) for broader outreach.

BONUS: Align Marketing and Admissions

Too often, colleges treat marketing and admissions like separate silos. Be sure not to make this mistake.

Your recruitment strategy is only as strong as the connection between these two teams. When marketing generates leads but admissions isn’t looped in (or vice versa), those leads slip through the cracks. Here’s how to tighten things up:
- Use shared dashboards so both teams see the same data
- Hold weekly check-ins to align on goals, campaigns, and challenges
- Make sure your CRM offers visibility and collaboration tools across departments
This alignment doesn’t just make your internal process smoother, it makes the entire student experience feel seamless.

Common Mistakes to Avoid

Even strong strategies can be weakened by a few missteps. Watch out for these:
- Neglecting follow-up: Students expect timely responses. Delays kill momentum.
- Generic messaging: One-size-fits-all language turns students off. Speak to their specific needs.
- Skipping analytics: If you’re not tracking what works, how will you improve?
Fix these gaps, and your recruitment strategies for colleges will be far more effective.

HEM: Your Partner in Enrollment Success

At Higher Education Marketing, we’ve spent over a decade helping colleges and universities level up their recruitment.

We offer:
- SEO and content strategy to boost visibility
- CRM solutions to nurture leads efficiently
- Paid ad campaigns across Google, Meta, and international platforms
- Custom dashboards to track ROI and make data-informed decisions
No matter your goals, whether domestic growth, international expansion, or brand visibility. HEM is here to help you meet (and exceed) them.

Final Thoughts

The landscape of student recruitment is shifting, and fast. But that’s not something to fear. It’s an opportunity. Which is the best method for effective recruitment? A balanced mix of digital personalization and relationship-building tends to drive the best results.

By embracing data, technology, storytelling, and personalization, you can create a recruitment strategy that not only works but resonates. So here’s the real question: Are you ready to lead the way? Because the future belongs to the schools that adapt, connect, and engage with intention. Let’s build that future together.

Struggling with enrollment?

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

Frequently Asked Questions

Question: What are the 7 steps of the recruitment process?

Answer: They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding.

Question: Which is the best method for effective recruitment?

Answer: A balanced mix of digital personalization and relationship-building tends to drive the best results.
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June 4, 2025
10 Website Marketing Strategies for Building Your Reputation

The internet has dramatically transformed and so has university website marketing. From basic online brochures relying on a “build it and they will come” approach, websites evolved into dynamic, interactive platforms driven by search engine optimization (SEO) and mobile optimization. Now, website marketing blends AI-driven insights with omnichannel experiences, as prospective students expect seamless, personalized interactions that clearly articulate an institution’s value.

With Google’s widespread release of AI-powered search to all users, your brand and reputation are more critical than ever. The internet’s collective opinion of your institution, interpreted by AI, now directly influences search results. Strong, positive brand reputations inherently signal authority and trustworthiness to AI, increasing visibility and recommendations.

This moment opens new doors for higher ed digital marketing. A website that simply exists today is a missed opportunity. If it doesn’t connect with the Modern Learner or clearly articulate your institution’s unique value, you’re not just losing their interest; you’re losing enrollments and damaging your reputation. For today’s Modern Learner, who expects seamless digital experiences and values authenticity and flexibility, your website is their first impression of your brand and reputation.

To transform your website into a reputation-building, revenue-generating asset, you need a holistic website marketing strategy that positions your EDU website as a strategic asset that continuously adapts to learner needs, builds authentic connections and signals authority to AI. Explore 10 essential website strategies to that will ensure your institution is found and chosen by the Modern Learner.

1. Optimize Content to Feed AI Robots

The Modern Learner’s journey now begins with AI. To stand out, your website needs to engage prospective students and be optimized for how AI tools find and present information. At EducationDynamics, we’ve anticipated the rise of AI in search and adapted our website marketing strategies to help institutions stay ahead and continue to outrank the competition.

To optimize content for both audiences, structure it clearly with descriptive headings, concise copy and consistent formatting so AI can accurately surface your programs. Highlight outcomes like career paths, program value and student success to connect your offerings to what students truly want.

Use natural, straightforward language that’s easy for humans and AI to interpret. Prioritize content types that AI favors, such as FAQs, career guides and student stories, to build trust and boost discoverability.

Your website is a pivotal opportunity to tell a compelling story that highlights your institution’s core values and unique strengths. That way, when students ask the search engines questions about the right institution for them, your website is positioned to be a top answer.

2. Ensure Your Website Provides a Seamless User Experience (UX) and Prioritizes Accessibility

Modern Learners expect fast, intuitive and accessible digital experiences. From the moment a prospective student lands on your site, navigation should feel natural. Clear headers, streamlined menus and a consistent experience across all devices ensure visitors can easily find the information they need without frustration.

First impressions matter, and your website’s speed and mobile responsiveness are non-negotiables. Slow load times or clunky mobile layouts can lose students before they even reach your message. A user-centric website builds trust and reflects your institution’s commitment to meeting students where they are.

Accessibility isn’t an add on—it must be built into your website’s infrastructure. Inclusive design ensures every user, regardless of ability, can engage with your content.

At EducationDynamics, we consistently stay ahead by adopting UX and CRO technologies early, allowing our team to rapidly launch A/B tests and uncover what truly resonates with students. Through continuous optimization and real-time insights, we help institutions create user experiences that reflect their brand, support enrollment goals and keep prospective students moving forward.

3. Optimize for Modern Search (SEO & GEO)

The Modern Learner demands more. As search evolves with AI, your institution’s digital visibility isn’t just important—it’s paramount. Traditional SEO, while foundational, falls short in today’s evolving search ecosystem where the rules of digital visibility are being rewritten.

With the widespread release of AI-powered search, prospective students are discovering their educational options without clicking on an actual link. As a result, institutions must embrace Generative Engine Optimization (GEO). GEO isn’t just about keywords; it’s about optimizing for how AI interprets, ranks and amplifies your institution’s content. A GEO-first strategy demands prioritizing well-structured content, rich media and authentic first-person perspectives from your students and faculty to command visibility in this new, AI-driven search reality.

EducationDynamics doesn’t just adapt to these shifts; we innovate by anticipating emerging trends, leveraging cutting-edge technology and leveraging data-driven insights. Our research-driven approach to SEO for higher education and GEO is continuously evolving, placing your institution at the forefront of how Modern Learners discover and engage. We ensure your visibility, credibility and competitive edge are undeniable, whether through traditional search or the power of AI.

4. Amplify Your Brand Voice Across All Digital Touchpoints

In a crowded digital landscape, fragmented messaging is a liability. For the Modern Learner, a unified brand voice across every digital touchpoint isn’t just a best practice; it’s the foundation of trust and the catalyst for lasting connection. When prospective students move between your website, social media, emails and ads, they should encounter consistent messaging that reaffirms your brand identity. Anything else risks confusion. Consistency, on the older hand, builds clarity and drives connection.

That alignment must be grounded in a strong brand narrative that communicates your institution’s values, mission and what sets you apart. In a market where students are inundated by options, your ability to clearly communicate your institution’s unique offerings is critical and helps students quickly understand why your institution is the right choice.

Real stories from students and alumni bring that narrative to life. These experiences do more than inspire; they create emotional ties that help prospective students see themselves in your community.

A clear, consistent brand voice, supported by a strong website content strategy, is more than a marketing asset. It is a strategic imperative, turning interest into action that builds lasting loyalty from enrollment to graduation and beyond.

5. Personalize the Digital Experience for Each Prospective Student

Personalization is no longer optional. It is essential for driving engagement, building trust and supporting students through the enrollment process.

By leveraging personalized content marketing, institutions can create a one-to-one experience that feels relevant and responsive. Customized email campaigns, dynamic landing pages and virtual campus tours foster connections with students. These experiences demonstrate your institution’s understanding of Modern Learners and help each individual develop a meaningful connection.

Personalization works best when guided by data. By monitoring behavioral cues such as pages viewed, time spent and programs researched, institutions can tailor content and messaging to align with each student’s needs. This enhances the user experience and makes students feel understood.

This is more than optimization. It’s relationship-building. Strategic personalization transforms passive interest into meaningful engagement and builds confidence in your institution’s ability to support each student’s journey.

Modern Learners don’t respond to static messages. They engage in dynamic conversations. Through data-driven personalization, institutions can build digital experiences that feel tailored and conversational, moving students from curiosity to commitment faster and with greater trust.

6. Build Your Advocate Community

he most powerful testimonials come from those who live your brand. By cultivating a vibrant advocate community, your institution doesn’t just enhance its reputation; it ignites a powerful, authentic narrative that deeply connects with prospective students, solidifying their confidence and accelerating their enrollment decision.

Student testimonials and reviews are among the most effective tools for building trust and credibility on your website. Authentic stories bring your brand to life, helping prospective students envision themselves thriving at your institution. Featuring a diverse range of testimonials across various website pages ensures these voices resonate with a wide audience and reflect the true student experience.

Provide opportunities for students and alumni to share their stories, then amplify their voices across your website and broader digital presence. This cohesive approach weaves authentic advocacy into all touchpoints, enhancing emotional connection and making your institution more relatable.

By rooting your brand in real experiences, you strengthen reputation and build lasting relationships. Authentic connection sets your institution apart and drives enrollment in a competitive market.

7. Facilitate Communication and Engagement

In today’s fast-moving digital world, access matters. Offering multiple communication channels on your website such as forms, live chat, text messaging, email and phone ensures prospective students can easily reach out in the way that suits them best. Making information and enrollment support readily accessible improves the overall student experience and fosters a sense of control during the decision-making process.

Incorporating AI-powered chatbots can further enhance engagement by providing instant answers and personalized guidance 24/7. These tools handle routine questions efficiently, allowing your team to focus on high-impact interactions that require a human touch.

When institutions prioritize fast, flexible communication across digital, they do more than offer convenience. They build trust, open the door to deeper engagement and provide the seamless support that moves students closer to enrollment.

8. Use Data and Analytics for Continuous Improvement

Website optimization isn’t a one-time task; it is a continuous process driven by data. Institutions should regularly track key metrics such as page engagement, bounce rates, conversions and time spent on site to understand how visitors interact with their content. Tools like heatmaps and A/B testing provide valuable insights into user behavior and help identify what elements resonate and where improvements are needed.

By leveraging data-driven insights from user search patterns, click paths and drop-off points, institutions can make informed decisions to enhance user engagement and increase conversion rates. Testing different headlines, layouts and calls to action allows for experimentation that drives measurable results. In addition, effective website management requires a robust Content Management System and a clear governance policy to ensure ongoing maintenance and optimization.

As leading market research experts in higher education, EducationDynamics knows what it takes to transform data into action. Our team’s relentless focus on analytics and optimization isn’t just about attracting students; it’s about continuously refining a digital experience that fortifies your institution’s reputation. We empower you to harness insights, ensuring your website is a dynamic asset that converts curiosity into committed enrollment and lasting brand loyalty.

9. Showcase Real Outcomes with Career-Focused Tools and Resources

Today’s students are looking for more than a degree. They want a clear path to a successful future. Your website must deliver on this expectation by showcasing tangible outcomes that prove your institution’s value. Highlighting real-world results is one of the most powerful ways to build credibility and elevate your brand.

Integrate features that demonstrate the long-term impact of your programs. Job placement stats and alumni success stories reinforce your institution’s influence and give students confidence in their future. Spotlight employer partnerships and accessible career services to position your school as career-connected and student-focused. Interactive tools like salary calculators, career pathway infographics and program-matching quizzes deepen engagement and help students make informed decisions.

By clearly communicating return on investment through your website, you do more than just inform prospective students — you build trust, strengthen your institution’s reputation and guide students closer to enrollment. This isn’t merely sharing information, it’s about demonstrating that your institution delivers on its promises. When you connect outcomes to the student experience, you create the kind of meaningful, value-driven journey that today’s Modern Learners actively seek.

10. Develop a Robust Content Hub That Positions Your Institution as a Thought Leader

In today’s competitive higher education environment, institutions must take every opportunity to showcase their unique brand proposition. Your website is a mission-critical touchpoint with power to either build or break institutional reputation. When used strategically, it becomes more than a source of information. Rather, it can be a content hub that reflects your institution’s unique offerings, while building trust and elevating your brand.

By highlighting content such as faculty research, student initiatives, alumni achievements and blogs on timely topics, your institution can build relevance and authority. Your website content strategy should ensure your website becomes a living representation of your institution’s values and vision. This makes your website a living representation of the institution’s values and vision, creating an integral link to your audience and ultimately leading to stronger brand credibility, increased organic engagement and a lasting reputation as a thought leader in higher education.

The Moment is Now: Elevating Reputation in the AI Era

Your website is more than a digital touchpoint; it is the heartbeat of your brand and foundation of your institution’s future. In an AI-driven world, standing still means falling behind.

At EducationDynamics, we’re here to help you navigate these changes with confidence. Transforming lives through higher education is at the core of our mission, and that means anticipating trends, understanding shifts and equipping our partners to thrive.

This is not merely an opportunity to adapt; it is an imperative to lead. Now is the decisive moment to fundamentally reimagine your website’s strategic role in driving unparalleled visibility, sustainable growth, and a strong reputation. Join John Weaver and Karina Kogan for “The New Rules of Website Marketing,” a live virtual masterclass that will show you how to turn your website into a high-impact tool for success in an AI-driven world. Secure your institution’s future advantage by reserving your spot today.

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May 23, 2025
How to Advertise to College Students: Top Strategies
Reading Time: 14 minutes

Reaching today’s college and university students, most of whom belong to Generation Z, requires more than a digital presence. It requires cultural fluency, authenticity, and a deep understanding of how this generation engages with the world.

Gen Zs, typically identified as those born between 1997 and 2012, are the first true digital natives. They’ve grown up with smartphones, social media, and streaming content, not as novelties, but as fixtures of daily life. According to Pew Research, nearly 95% of teens have access to a smartphone, and more than half report being online almost constantly. These habits carry into their post-secondary years, where connectivity is an expectation, not a luxury.

But modern college and university-age students aren’t always just online. They’re also highly discerning. They value transparency, social impact, and personalization. They’re quick to recognize inauthentic messaging and even quicker to disengage from it. For colleges and universities, this creates both a challenge and an opportunity: traditional, one-dimensional advertising methods, such as flyers or general announcements, may not cut it anymore, but the right strategy can foster a lasting connection and institutional trust.

This blog post offers a comprehensive guide to understanding and effectively advertising to college students against this backdrop. From leveraging digital platforms to embracing values-driven storytelling, we’ll explore the strategies that resonate with Gen Z and how institutions can adapt to meet them with relevance and respect.

Let’s begin by exploring why this age group deserves special attention.

Why Marketing to College Students (18–24) Matters

Let’s start with a simple truth: the 18–24-year-old demographic is one of the most important audiences for higher education marketers today.

Why? Because this isn’t just the age when students choose a school. It’s when they start forming lasting opinions about the institutions they trust. The connections you build now can influence enrollment, but they also shape alumni engagement, word-of-mouth referrals, and long-term brand loyalty.

Here’s the part that matters: Gen Z is different.

They’re not just digitally connected, they’re digitally fluent. According to a study, young adults between 18 and 24 now spend an average of four hours per day online, much of it on platforms like TikTok, YouTube, and Instagram.

That means your message is competing with algorithmically curated, visually captivating, and instantly engaging content. If your campaign doesn’t speak their language, it likely won’t even register.

And here’s where it gets even more interesting: Gen Z is highly influenced by their peers. One study found that 44% of Gen Zers make purchasing or participation decisions based on influencer recommendations, not traditional ads.

What does that mean for your institution? If students don’t see your message reflected in the voices and platforms they already trust, you’re missing out. Not just on visibility, but on credibility.

We’ve already seen this in action. Consider how Lancaster University in the UK leveraged TikTok to promote its online open days. By collaborating with student ambassadors to create a series of in-feed ads, the campaign achieved over 10 million impressions and more than 90,000 clicks, significantly boosting engagement and interest in their programs.

Advertising to college students is not just about being seen. It’s about being relevant, responsive, and real. When you create campaigns that feel native to their world, not imposed on it, you don’t just attract attention. You build trust.

Where and How to Reach Students in 2025

Reaching college students today is as much about being present as it is about being present in the right places. To effectively connect with this digitally native audience, a multi-channel approach that blends online platforms with on-campus touchpoints is essential.

Where can I advertise to college students? Effective channels include social media platforms (Instagram, TikTok, YouTube, Snapchat), on-campus signage, email and SMS campaigns, and peer networks such as student clubs and organizations. Let’s explore the most impactful channels:

1. Social Media Platforms

Social media is the heartbeat of student communication. Platforms like TikTok, Instagram, Snapchat, and YouTube are where students spend a significant portion of their time. TikTok has become a vital recruiting tool, with two-thirds of teenagers using the platform, making it essential for colleges to have a presence there. Paid advertising and organic content (stories, reels, challenges) on these platforms can yield high engagement.

Example: Oxford University (UK) shared a series of TikTok videos featuring current students offering advice to incoming first-year “freshers,” creating authentic, peer-to-peer content that resonated strongly with its student audience.

Source: TikTok

2. Search and Video Advertising

When students are researching colleges or looking up information, they often turn to search engines and video platforms. Running targeted search ads ensures your college’s offerings appear when students are actively seeking information. On YouTube, short, engaging pre-roll ads can capture attention. Just remember to keep them concise and relevant.

Example: Randolph-Macon Academy (R-MA) launched an aggressive Google Search ad campaign targeting families seeking strong academics during the COVID-19 pandemic. The effort paid off, R-MA saw tremendous results, enrolling 115 new students from May to August 2020 (boosting overall enrollment) and even doubling their summer school enrollment despite the disruption.

Source: HEM

3. On-Campus Media

Don’t underestimate the power of physical presence when advertising at colleges. Traditional channels like campus bulletin boards, posters in dorms or the student union, campus newspaper ads, and flyers still have value, especially for promoting campus events.

Modern twists on these include digital signage (screens around campus displaying announcements) and QR codes on posters that students can scan for more info or to RSVP. Being visible where students live and study helps keep your message top-of-mind.

4. Email and Text Alerts: Direct and Personal Communication

Email remains a staple for official communication, and when crafted well, it can be an effective tool for reaching students. Concise, visually appealing newsletters about upcoming opportunities can capture attention.

Additionally, SMS/text message alerts are highly effective for timely announcements, as most students will see a text immediately. Always ensure you have permission to text students and use this channel sparingly to avoid overcommunication.

Example: The University of Texas at Austin runs a program called HealthyhornsTXT through its wellness center, sending students 2–3 text messages per week with health tips, stress-management advice, notices of campus wellness events, and motivational reminders. The messages are written in a friendly, encouraging tone by health educators (e.g., nudging students to take a stretch break or stay hydrated in the Texas heat) and often include interactive elements like a monthly giveaway to sustain engagement.

Source: University of Texas at Austin

5. Student Organizations and Influencers: Leveraging Peer Networks

Peer influence is powerful. Partnering with student organizations, clubs, or Greek life groups can amplify your message. Engaging student ambassadors or micro-influencers, students with a following in specific niches, can promote your message authentically among their peers.

Example: John Cabot University (JCU) in Rome, Italy has a robust student ambassador program: current students are heavily involved in orientation, campus tours, event planning, and peer mentoring, serving as friendly points of contact for prospects. JCU’s website even features profiles and contact info for each ambassador, portraying an approachable, relatable face to prospective students.

Source: John Cabot University

By integrating these channels, your advertising efforts can effectively surround students in multiple contexts: online, in class, around campus, and on their phones. The key is to maintain cohesive messaging across platforms, ensuring that whether a student sees a flyer in the cafeteria or a story on Instagram, the campaign feels unified and relevant.

Current Trends in Digital and Social Media Marketing

To reach today’s college students effectively, your digital marketing must evolve as quickly as their online habits. Trends shift fast; what worked last semester might be outdated today. Here are the top strategies driving real engagement right now:

1. Short-Form Video & Challenges

TikTok and Instagram Reels continue to dominate student attention. Quick, relatable videos, like day-in-the-life clips or student-led challenges, are easy to share and resonate with Gen Z’s short attention span. Schools that lean into this format are seeing higher reach and better engagement.

2. Authentic Influencer Content

Students trust peers over polished promotions. That’s why institutions are turning to student ambassadors for social takeovers, Q&As, or vlog-style content. These collaborations feel more like honest advice than advertising, and they build credibility.

3. Interactive & User-Generated Campaigns

Interactive content invites students to participate rather than just consume. Polls, quizzes, and contests on social media are very effective. For example, using Instagram Stories to let students vote on a homecoming theme engages them in decision-making.

User-generated content campaigns are also trending. A classic approach is to encourage students to post with a specific hashtag (perhaps showcasing school spirit or their favourite study spot) and then reshare those posts. These social media campaign examples for students turn your audience into content creators, which increases engagement and provides authentic material to repost on official channels.

4. Personalized, Geotargeted Ads

Digital tools now allow you to tailor messages by interest, location, or academic background. For example, promoting a coding event to computer science majors or a concert to students living on campus ensures your outreach hits the right audience at the right time.

5. Ephemeral & Live Content

Instagram Stories, Snapchat updates, and livestreams offer real-time, behind-the-scenes access to campus life. Their temporary nature creates urgency, while the live format allows two-way interaction that deepens student connection.

Example: Randolph-Macon Academy (RMA) hosts live virtual campus tour webinars to reach prospective families who cannot visit in person. RMA’s admissions team leads a live-streamed 360° campus tour followed by an in-depth Q&A presentation. This event is promoted through the school’s website and communications, allowing attendees worldwide to experience the campus in real time and ask questions, effectively extending the open-house experience beyond geographic limits.

Source: R-MA

6. Values-Driven Messaging

Gen Z students care about social impact. Campaigns that highlight sustainability efforts, diversity, or local community involvement often outperform generic promotions, so long as the message is genuine. Authenticity matters.

Example: Loughborough University (UK) provides a strong example with its “War on Waste” campaign – a bespoke sustainability initiative aimed at reducing waste and increasing recycling across campus buildings. Branded messaging around “Reduce, Re-use, Recycle” and visual prompts appeared throughout Loughborough’s facilities, encouraging students to adopt greener habits as part of campus life.

Source: Loughborough University

Staying on top of these trends ensures your message feels relevant, not recycled. Institutions that tap into these behaviours, without straying from their core identity, tend to gain more trust, attention, and traction from the student audience.

On-Campus Advertising Strategies That Still Work

While digital platforms dominate student attention, on-campus advertising still holds power, especially when promoting local events or building community awareness. The key is in making it modern, visible, and relevant. Here are five effective ways to do it:

1. Posters & Digital Billboards

Traditional posters still work, but now they come with upgrades. Many campuses feature rotating digital billboards in high-traffic spots like cafeterias or libraries. These can display videos, animations, and even repurposed TikToks. For printed posters, bold visuals and a QR code make it easy for students to scan and act instantly.

Example: San Diego State University (SDSU) employs a range of on-campus media to reach students: from digital signage screens in student centers to pole banners along walkways, and even a large marquee visible from a nearby freeway, all broadcasting campus events and messages

By strategically placing dynamic content in high-traffic areas, SDSU ensures students are constantly aware of upcoming activities and campus news.

Source: SDSU

2. Tabling & Giveaways

Setting up a table in the student center or quad is a direct way to interact with students. Staff it with friendly student volunteers or staff, and have a clear call-to-action: whether it’s to promote a new program, a survey, or an event. Freebies (swag like T-shirts, stickers, snacks) are a timeless tactic; students love free stuff, and a branded item keeps your college or event in mind later. This face-to-face engagement can complement your online ads for colleges by giving a personal touch.

3. Campus Media Channels

Student-run newspapers, newsletters, and radio stations offer trusted, student-authored spaces to advertise. Sponsoring a segment or placing a well-designed ad in a campus magazine ensures your message lands where students are already tuned in.

4. Residence & Academic Buildings

Bring advertising into the spaces students frequent daily. Many residence halls allow posting on community boards or digital displays in lobbies. Similarly, academic buildings often have screens or boards for department-related notices; work with different departments to promote relevant opportunities (like a speaker event hosted by the business school should be advertised in the business building). Tailoring your message to the location can increase its relevance

5. Guerrilla Campaigns

Some of the most memorable campaign examples for students have been unconventional. Think flash mobs, chalk art on sidewalks, or pop-up experiences. A college could organize a quick flash mob dance in the dining hall to draw attention to an upcoming cultural festival, for example. Or use sidewalk chalk to create a path of clues leading to a secret prize location as part of a scavenger hunt campaign.

These fun stunts naturally get students talking (and posting on social media) because they break the monotony of campus life. Just be sure to get any necessary permissions from campus authorities beforehand.

When done right, on-campus efforts amplify your digital campaigns. If, for instance, a student sees a poster in the dorm, gets a text reminder, and then spots a student-led story on Instagram, it all clicks. That kind of message reinforcement is what turns curiosity into action.

How to Advertise Events to College Students

Promoting student events, whether it’s a club meeting or a major campus concert, requires clear, timely outreach across multiple channels. The goal isn’t just awareness; it’s attendance.

A pertinent question for education administrators then is: How can I market to 18 – 24-year-olds effectively? Utilize mobile-first, interactive, and values-aligned content. Focus on authenticity, relevance, and peer-driven engagement. Short-form video and tailored messaging yield the highest response.

Here’s how to get students to show up and spread the word.

1. Use a Multi-Channel Strategy

Start with a Facebook or event page, then promote it on Instagram, TikTok, Twitter, and email. Post countdown teasers, behind-the-scenes clips, and physical flyers across campus at least 1–2 weeks in advance. Repetition across platforms helps the message stick.

2. Lead with a Strong Hook

What makes the event worth attending? Free food? A headline performer? Networking opportunities? Whatever it is, make that the focal point on posters, email subject lines, and social captions. Students need a clear reason to care.

3. Tap Into Peer Networks

Encourage club members and student leaders to promote the event on their socials. Authentic, peer-shared content builds trust. Add a campaign hashtag and invite early adopters to post excitement-building previews like setup photos or teaser videos.

4. Leverage Campus Infrastructure

Ask professors to announce the event in relevant classes. Use the school’s app, email newsletter, events calendar, and even push notifications if available. A well-placed promo video from a student government leader can go a long way.

5. Simplify Signups

Use one-click links, QR codes on posters, and RSVP buttons that send reminders. Don’t make students dig for info; friction lowers turnout. Keep access to details and registration as effortless as possible.

On the day of the event, keep the buzz going. Add a selfie booth or branded hashtag display to encourage attendees to share their experience. When others see the fun they missed, they’ll be more inclined to show up next time. The right event marketing doesn’t just boost attendance, it builds momentum.

Creative Campaign Ideas to Spark Student Engagement in 2025

The best campaigns tap into real student life, encourage participation, and reflect your campus culture. Here are five proven and adaptable campaign ideas to consider:

1. ‘Day in the Life’ Video Series

Feature different students taking over your social channels, athletes, international students, first-years, to show authentic campus life. Promote each one in advance, save them to highlights, and repurpose the content for YouTube or digital signage. It’s both engaging and a valuable tool for prospective students.

2. Hashtag Challenge

Launch a branded hashtag (e.g., #MyCampusStory or #[Mascot]Pride) and invite students to post around a fun theme like favourite study spots or campus traditions. Offer prizes, reshare standout entries, and build a content library that feels both organic and community-driven.

3. Scavenger Hunt Campaign

Blend physical and digital by hiding QR codes or clues across campus during orientation or homecoming. Ask students to share their progress on social media using your hashtag. Offer swag for completion and a grand prize for added excitement, great for both visibility and participation.

4. Student Spotlight Series

Celebrate students with weekly features, short videos, or graphics showcasing their achievements, hobbies, or contributions to campus life. Share these across platforms to boost morale internally and show prospective students the real impact of your community.

In a nutshell, what’s the best way to promote events to college students? Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.

Example: The Academy of Applied Pharmaceutical Sciences (AAPS) in Toronto leverages student voices on social media by regularly sharing student and alumni success stories. This allows prospective students to envision themselves achieving similar goals, essentially seeing “people like me” thriving at the school.

Source: AAPS YouTube

5. Themed Pop-Up + Livestream

Host timely, student-friendly events like a “Puppy Zone” during finals or a “Throwback Thursday” music party in the quad. Pair each with a livestream and pre-event polls or trivia to boost anticipation and extend reach to virtual audiences.

Keep it student-led, authentic, and relevant. Bring students into the planning process, they know what’s trending and what will spark interest. These ideas promote as well as create memorable experiences that students want to share.

Best Practices for Student Advertising

To ensure your marketing is both effective and respectful, consider these key principles:
- Prioritize authenticity: Use real student voices and visuals. Avoid overpromising or overly polished messaging.
- Optimize for mobile: Assume your content will be viewed on smartphones. Use vertical video, fast-loading pages, and concise layouts.
- Maintain consistency: Align visual identity and messaging across platforms to reinforce recognition.
- Respect timing: Be mindful of academic calendars and daily student rhythms. Avoid campaign launches during exam periods.
- Gather feedback: Use polls or post-event surveys to measure effectiveness and refine future campaigns.
- Adhere to campus policies: Ensure you comply with posting rules, privacy regulations, and student consent protocols.
Do you want to master the nuances of marketing to college students?

Contact Higher Education Marketing for more information.

Twitter: Reaching college students today requires more than visibility; it demands relevance. Learn how modern higher ed marketing leverages short-form video, student influencers, and personalized campaigns to make a lasting impact.

Facebook: Higher education advertising is evolving. Discover how to engage Gen Z through integrated campaigns that reflect their values, prioritize authenticity, and foster connection, both online and on campus.

LinkedIn: From social media to digital signage, today’s institutions are reimagining how to connect with students. Explore the most effective strategies for student-centred marketing in 2025.

Frequently Asked Questions

Question: Where can I advertise to college students?

Answer: Effective channels include social media platforms (Instagram, TikTok, YouTube, Snapchat), on-campus signage, email and SMS campaigns, and peer networks such as student clubs and organizations.

Question: How can I market to 18 – 24-year-olds effectively?

Answer: Utilize mobile-first, interactive, and values-aligned content. Focus on authenticity, relevance, and peer-driven engagement. Short-form video and tailored messaging yield the highest response.

Question: What’s the best way to promote events to college students?

Answer: Use a multi-channel approach, emphasize the event’s value, and simplify registration. Build excitement through social proof, timely reminders, and on-site digital engagement strategies.
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May 21, 2025