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
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
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.
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’sofficial student blog features a dedicated “Vlogs” section where current students share their experiences via video.
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.
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.
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.
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.
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.
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.
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 localizedChinese-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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Peer-to-peer conversations can help students to make connections with each other and course content. In a course that requires out-of-class reading, that conversation is highly reliant on students doing their part and completing the assigned reading. However, in recent semesters, students engaging in focused reading in which they annotate text is dwindling. There has been a noticeable decline in students’ engagement with course materials, evidenced by reduced annotations and superficial reading habits (Deale & Hyun, 2021; Mizrachi & Salaz, 2022). It seems as if a quick scan of one of the assigned pages is the best effort. Without adequate reading, students will be reluctant, or unable, to participate in class discussions and conversations for lack of understanding and fear of not ‘measuring-up’ to peers (Severe, E., Stalnaker, J., Hubbard, A., Hafen, C. H., & Bailey, E. G., 2024). Subsequently, instructor facilitated classroom conversations intended to enhance understanding of course content may stagnate and falter. Naturally, to maximize student engagement with course content, students must have a degree of self-awareness and desire to do the work assigned to meet the goal of understanding, and mastering, course content.
The frame of content engagement can look different based on course, instructor and level of student. In this case, engagement is on the ‘micro’ level as it offers ideas on what can happen before, during, and after class (Handelsman, M. M., Briggs, W. L., Sullivan, N., & Towler, 2005). While engagement can be observed in many forms, this piece focuses on transactional engagement in which students interact with each other and with the instructor (Zepke & Leach, 2010). As instructors, we can provide the tools to help students engage with content and meaningfully participate in conversation to develop a more robust understanding of coursework.
Course Context
I teach a required, writing-intensive course for students in their junior year of their undergraduate studies. In addition to a heavy writing component, there is also a heavy reading component. While students enjoy the subject matter, they are not terribly thrilled by the amount of reading they are expected to complete. Generally, students start the semester strong, by keeping up with reading, sharing key points and participating in organic content-based conversations. By week four, they hit a wall. There is a notable drop off in the reading and conversations. In an ongoing effort to support students, I altered the clarified expectations and gave more support to students, both in class and beyond.
Choices
Students are busy with layers of competing obligations including classes, work, university organizations and athletics that may impact their time to prepare for class. They may also feel underprepared for reading focused non-fiction, informational texts that require more attention than a casual fiction novel. Being mindful of some students’ sensitivity to what they perceive as inadequate skills, the strategies listed below were shared in class. The whole group presentation and in-class practice encouraged students to try all the tools and self-determine which was most helpful for the time and abilities.
Before Class
Students were introduced to three strategies to use to capture the key points of the assigned reading. The activities provide multiple entry points that allow students to utilize the tool right away.
SQ3R. Although this is not a new strategy, I was surprised at how few students had experience working with it. Preparing to join classroom discussions requires intentional preparation. Some students may feel underprepared and think a simple scan of the assigned readings will enable them to join a conversation. While that may work on a superficial level, robust, and meaningful conversation requires proactive work. For students unsure of how to read for maximum understanding a review of the SQ3R strategy is helpful. After a class introduction to the strategy, all students are given a handout with the students so they can utilize as they see fit.
SQ3R
Launchpad. For some students, the formulaic nature of a guided strategy, like the SQ3R, may be too limiting. For the student that wants to prepare for in-class conversation, preparing and providing a few open-ended reading reflection questions (launchpad ideas) may be useful. The questions are intentional few in nature so students can focus on responding to one or two and reading to find solid text evidence to support responses.
Launchpad Example 1Launchpad Example 2
Sketchnoting. For students that best express their understanding visually, sketchnoting is a wonderful tool (Parks, 2022). Sketchnoting involves using images, words, and colors to make thinking visible on paper (or a device). When introduced in class as a worthwhile way to capture understating, students may be more likely to try the method rather than just trying to remember what they read.
Sketchnote
The First 10 Minutes of Class
Even with adequate preparation and readings, students get busy with other obligations between assigned coursework and class time. To help students feel prepared, the first 10 minutes (no more) of class is provided as a focused reflection.
Focused Reflection. During the 10-minute reflection, students may review their SQ3R notes, add to their reading reflections or sketchnotes. Students may also reread (or, for some, read) the assigned pages. For students that have done it all, they are tasked with doodle time. It’s not as unstructured as it seems.
Doodle Time. If a student is reluctant to participate in any of the focused reflections, they are given a doodle paper and three colored pencils. The expectation is to keep the pencils moving during the entire 10-minute period. Some students may start by drawing squiggles or lines, but they do transition into drawing sketches of things they’ve read. Once students believe there is no judgment on their artistic ability and that the focus time is really intended to help them think about the course content, they respond positively to the task. Some have even transitioned from doodling to sketchnoting because, as shared by one student, “it matches the way I think.”
By allowing this 10-minute period to capture thoughts, students have to ability to organize their thoughts and feel confident in their classroom conversation contributions. While it doesn’t level the field completely, and there are still students that do not read, those that do have shared they appreciate the time to refocus their attention on the coursework.
There are only two rules for focused reflection time. The rules are aimed at keeping the classroom distraction free.
No talking (to me or each other). The quiet period allows think-time for all students.
No devices. The device free period encourages students to independently think about the assigned readings without supporting- or competing- interests. Students are told candidly, I care about their input, not a generative AI summary of the reading.
Building a Safe Space for Conversations
Even with adequate preparation, sharing connections to coursework can be daunting. To support students in the process, a small to big approach is beneficial. First, students are assigned, by the instructor, into conversation corner groups. These groups are intentionally small to promote equitable opportunities to speak. With small classes, I create the groups and intentionally separate any groups of friends to provide opportunities for students to interact with others that may bring new perspectives to the conversation. For larger groups, a random group generator such as https://www.randomlists.com/team-generator can be used. After allowing small group conversation, the students are transitioned into whole group discussions in which they share understanding or respond to instructor posed questions as a group.
Getting the Conversation Going
Students may need help starting content-based conversations. Using a ‘fun’ tool engages students and allows all to have a chance to contribute.
Spinning Questions. Pickerwheel (https://pickerwheel.com) or Spin the Wheel (https://spinthewheel.io/#google_vignette) are sites that allow the instructor to enter questions into a spinning wheel. Students spin the wheel and respond to questions in small groups. Students can also create a discussion wheel in their instructor assigned small groups using the questions they created for their SQ3R notes.
Conversation Cards. The use of Conversation Cards can help students engage in focused conversation about course content. Students can either draw random card or review all cards and choose the one that is most appealing to them.
Conversation Card Example 1Conversation Card Example 2Conversation Card Example 3Conversation Card Example 4Conversation Card Example 5
Ending Class
Ending class with an individual account of progress toward mastering course content helps students self-determine their next steps.
Accountability Audits. As a ticket out the door, students can complete an exit slip capturing their efforts for the day. Instructors may use the exit tickets as participation grades or as formative assessments to determine how students are understanding content. With larger courses, the instructor may elect to review a random sample of the work, telling students the work is about personal reflection and accountability. Exit slips may be handwritten or they may be done electronically.
Accountability Audit
One Last Word. Sometimes extra paper and written work just won’t work. An alternative is to ask individuals, or small groups of students, to suggest one word that sums up the main points of class. The main caveat is no word may be repeated. This one is fun, quick and pushes students to categorize their learning. Please consider a note of caution—this one can quickly turn into a small competition with individuals or groups trying to go first so “their” word is not shared by another group. Don’t worry—it’s all in good fun.
While engaging with content cannot be forced, finding tools that are interesting for students, focused enough for instructors to feel confident valuable class time is used productively and reinforces key points can make learning accessible to all.
Melissa Parks, PhD, is an associate professor of education at Stetson University in Deland, FL. Dr. Parks is an active member of the National Science Teaching Association (NSTA) and is currently a member of the NSTA Early Childhood- Elementary Science Teaching Committee. Her research interests include elementary pedagogies and environmental stewardship.
References
Deale, C. S., & Lee, S. H. (2021). To read or not to read? Exploring the reading habits of hospitality management students. Journal of Hospitality & Tourism Education, 34(1), 45–56. https://doi.org/10.1080/10963758.2020.1868317
Handelsman, M. M., Briggs, W. L., Sullivan, N., & Towler, A. (2005). A measure of college student course engagement. The Journal of Educational Research, 98(3), 184–192. https://doi.org/10.3200/JOER.98.3.184-192
Mizrachi, D., & Salaz, A. M. (2022). Reading format attitudes in the time of COVID. Journal of Academic Librarianship, 48(4), 102552. https://doi.org/10.1016/j.acalib.2022.102552
Parks, M. (2022). Drawing in college: Using sketchnoting to support student engagement. Faculty Focus. Magna Publications.
Severe, E., Stalnaker, J., Hubbard, A., Hafen, C. H., & Bailey, E. G. (2024). To participate or not to participate? A qualitative investigation of students’ complex motivations for verbal classroom participation. PloS one, 19(2), e0297771. https://doi.org/10.1371/journal.pone.0297771
Zepke, N., & Leach, L. (2010). Improving student engagement: Ten proposals for action. Active Learning in Higher Education, 11, 167-177. doi:10.1177/1469787410379680
Why College Student Personas Are Critical for Enrollment Marketing Success
Every message has an audience. Even this article was written with you in mind: someone navigating the complexities of higher ed marketing and looking for a smarter way to connect with students.
In the competitive world of college and university marketing, developing comprehensive college student personas is essential. A well-crafted persona helps you move beyond generic outreach and into the realm of meaningful engagement, putting you in the shoes of your prospective students to tell the story of:
Where they’ve been
Where they’re headed
How your program can help them get there
A story-driven, persona-based approach allows you to lower acquisition costs, boost student engagement, and reinforce your institution’s mission. But more importantly, it helps students feel seen. When students feel welcomed and understood, real connection happens.
That’s when a prospect takes a first step toward becoming a future graduate.
What Are Student Personas?
College student personas are fictional, research-based profiles that represent key segments of your institution’s prospective audience.
A persona can help you understand an audience group’s motivations, goals, challenges, backgrounds, and even decision-making behaviors. Rather than marketing to a broad, faceless group, personas allow you to tailor your messaging to be more relevant and compelling.
A well-detailed student persona might include details such as:
Age range
Academic interests
Career goals
Financial concerns
Preferred communication channels
Ideally, each persona will be grounded in data from multiple sources including surveys, interviews, feedback from admissions, and digital marketing analytics, if available.
How Personas Enhance the Student Journey
Student personas are a critical jumping-off point for marketing and enrollment efforts in higher education. Persona identification should occur early in the brand development process to ensure that the brand, messaging, and story align with each audience — whether it is career changers, veterans pursuing education in civilian life, or working nurses looking to advance in their careers.
A persona-driven approach focuses on a multifaceted view of your college or university’s core audiences, primarily consisting of their demographics, psychographics, and behavioral attributes.
While developing multiple custom personas for all your degree programs may seem daunting and can be time consuming, the effort will pay off in the long run in terms of enrollment and student success.
Aligning all key stakeholders involved in developing and deploying the story and identity of a brand around key student personas is also critical to creating a more cohesive and clear experience for students throughout their journey. These personas should inform and influence all teams and stakeholders in their strategies — from paid media ads and targeting, to blog content, to website copy and landing pages, to nurture campaigns.
No matter where students are in their educational journey, having a seamless experience across all channels and touchpoints is more important than ever before.
Utilizing various forms of primary and secondary research in the form of interviews, focus groups, market research, historical student data, and more, we at Archer Education are able to craft a deeper and more comprehensive understanding of what prospective students care about and how to most effectively reach and engage with them.
Steps to Create College Student Personas
Creating college student personas starts with research. Whether your enrollment marketing team does the research itself or relies on secondary sources (we suggest using a combination of both) the information-gathering process for developing student personas is essentially the same. Enrollment marketers will want to begin by gathering a lot of information from a wide range of sources.
1. Conduct Discovery Interviews
Interviews with key institutional stakeholders including program directors, enrollment and admissions teams, faculty, alumni, and current students are an important source of information for understanding student aspirations and goals, challenges and pain points, and even lifestyle circumstances.
We recommend speaking with as many stakeholders as possible to gather diverse insights and perspectives through one-on-one discussions, group interviews, and focus groups to inform robust college student personas. The interviewer’s goals are to:
Learn who students are by gathering demographic and psychographic data. Psychographics focuses on understanding students’ values, goals, interests, and emotions to gain a complete and accurate picture of them as individuals.
Discover why students want to enroll in a particular program.
Explore why they’re attracted to a particular institution.
Learn what challenges or pain points they face.
Find out what they want to accomplish after graduation.
Stories and examples gathered during interviews with current students and alumni about how your program helped them achieve their educational or career goals are especially effective for connecting with prospective students.
2. Mine Historical Student Data
Existing student demographic data (if available) including age, gender, prior education (degree type and level), and job title can help provide very tangible and relevant information for student personas. Institutions that consistently track and report data have an advantage, while brand-new programs that lack historical data may need to lean more heavily on other sources.
Student or alumni reports or survey results, if available, can provide great supplemental information for getting to know prospective, current, and former students better.
3. Conduct Market Research
Many students today, and nontraditional adult learners in particular, are hyperfocused on outcomes and looking for a return on investment in their chosen degree program. Marketing tools and resources enrollment marketers can use to make their program’s case to prospective students include:
Government data on job growth and salaries from the U.S. Bureau of Labor Statistics
Insights from sources such as Lightcast, an aggregator of economic, labor market, demographic, education, profile, and job posting data
Industry-specific articles that highlight opportunities and motivate students to enroll
4. Leverage Audience Intelligence Tools
The ability to gather insights into audiences through social listening and other data sources — known as audience intelligence — is gaining traction with marketers as tools become more advanced. At Archer, one tool that our team uses is Sparktoro, an audience research tool that crawls millions of social profiles and web pages to learn what (and who) your audience reads, listens to, watches, follows, shares, and talks about online. This is a helpful supplemental tool that can help provide a clearer picture of your audiences across various data points and attributes.
If you’re not in a position to pay for audience intelligence tools, some free tools are available, such as CareerOneStop, which is sponsored by the U.S. Department of Labor. This tool is more limited to demographic information, but it can be helpful for learning more about certain industries or occupations that relate to a given student persona.
Facebook Audience Insights is another free tool that we have leveraged in the past to gain a better understanding of users connected to our partners’ pages, as well as to learn about the interests and affinities of a given audience. The tool has become more limited as Facebook has tightened up its access to users’ data and profile attributes, but it still may be worth checking out — especially if Facebook is one of your primary marketing channels.
5. Synthesize Research and Outline Personas
When discovery interviews are complete and market, audience, and other research has been gathered, it’s time to begin synthesizing what you’ve found and outlining your data-informed personas.
Depending on the scope of your project and goals, the structure and template you decide to use for college student personas may look quite different. Personas developed for the entire graduate school of an institution, for example, will probably look very different from personas created for one specific program.
Regardless of the scope and subsequent approach, you should ensure that you’ve covered your bases across the spectrum of core audiences while trying to make each as distinct as possible from one another — either in terms of shared interests and goals, or in terms of demographic factors such as incoming occupation (such as being a working nurse) or lifestyle circumstances (such as being a stay-at-home parent returning to school).
Once you’ve identified the distinct student personas you want to focus on, it’s time to build them out in greater detail. The more in-depth information you’ve gathered, the easier it will be to create distinct, detailed personas that are applicable. When creating personas, make sure to honor your institution’s commitment to diversity, equity, and inclusion by representing students of different races, ethnicities, gender identities, and abilities. Don’t let your personas reinforce stereotypes.
There are many different templates and approaches you can use to develop personas — and there is no “right” way. Again, it really depends on your specific goals and how you can make the personas as applicable and actionable as possible.
At Archer, our teams find that including areas such as skills, interests, incoming occupations, age, education, media usage, and more are important. Also, we highly recommend including a “story” section (as in the examples below) to humanize your fictional student and create a clearer picture of who this persona is and what they care about.
College Student Persona Examples
When we are tasked with creating personas across multiple programs and verticals, we like to create a persona architecture with overarching personas and subpersonas so we can plug them in across various programs, depending on our partner’s needs and goals. This gives our enrollment marketing teams options to target student personas on a broader or more granular level, depending on what makes the most sense for the program.
The persona examples for students below feature overarching personas for a mix of tech/coding bootcamp programs with detailed subpersonas for each target beneath.
Technology is a broad field with opportunities for individuals who come in with a diverse mix of experience, education, interests, and skills. Developing a broader overarching persona (with subpersonas underneath) can help provide a high-level snapshot into a broader group of individuals who still share important commonalities. You can include things such as an overview and some of the top motivations that are most relevant to that audience, in addition to other elements that help showcase who this audience is and what they care about.
Then drill down using the data and stories you’ve collected in your research to animate your multiple subpersonas. Below is a subpersona we created for a partner’s tech bootcamp degree program.
The next example below is a program-specific persona created for a single degree program. Programmatic personas typically include more in-depth and detailed information than personas designed to encompass more than one program. Notice the inclusion of sample job titles and skills.
Developing student personas will not only help your institution attract the right students, it will help your marketing teams, enrollment specialists, and administrators identify and better understand your students’ needs and goals — a win-win for educators and students alike.
Creating Student Personas to Drive Enrollment
Persona-based marketing is a tried-and-true tool for customer acquisition, and higher education is no exception. When exploring colleges or degree programs, students want to know which one will be a good fit for them. Recognizing themselves in your marketing materials can make the difference between their moving forward in the enrollment funnel and moving on to a competitor.
At Archer Education, we partner with dozens of institutions to craft story-driven, persona-based approaches to student acquisition. Request more information and see what Archer can do to help you connect with and enroll the right students.
There I was, standing in front of my face-to-face Introduction to Psychology class on a sunny Monday afternoon in spring 2024. I was watching as a few of my students took notes while the remaining students sat passively, perhaps hoping my animated gestures and pacing would somehow osmotically transfer my explanation of classical conditioning into their brains. Meanwhile, in my online section of the same course, students worked through carefully crafted modules at their own pace, their participation in discussion boards ebbing and flowing unpredictably. That’s when it hit me—despite years of teaching experience, I’m still searching for ways to spark the same level of engagement whether I’m interacting with students face-to-face or through carefully designed asynchronous activities. These parallel yet distinct teaching environments demand intentional strategies that can adapt while maintaining their power to actively engage students in the learning process.
Rethinking Active Learning for Asynchronous Spaces
Traditional active learning techniques that work beautifully in my face-to-face classes often fall flat in the asynchronous online environment. Take the classic “turn to your neighbor and discuss” prompt that energizes my traditional classes—there’s no direct equivalent when students are logging in at different times throughout the week. Yet simply abandoning these proven engagement strategies isn’t the answer. Instead, we need to reimagine active learning for both spaces, maintaining the core principles while adapting the execution. The key is finding techniques that preserve what makes active learning so powerful—student engagement, peer interaction, and immediate application of concepts—while acknowledging the unique constraints and opportunities of each learning environment.
One of the most powerful techniques in my traditional classroom is the think-pair-share discussion format. Students have those precious moments to gather their thoughts before turning to a classmate to discuss concepts like confirmation bias or the impact of classical conditioning on everyday behavior. The students are energized as pairs merge into small groups, building on each other’s insights before sharing with the whole class. But how do we capture that same collaborative energy in an asynchronous environment?
I’ve found success by structuring online discussions in three distinct phases that mirror the in-person experience. First, students post their initial response to a thought-provoking prompt (the “think” phase). Then, they must meaningfully respond to two classmates’ posts, building on their ideas rather than simply agreeing (the “pair” phase). Finally, students return to their original post and reflect on how their understanding has evolved after engaging with their peers’ perspectives (the “share” phase). The key is crafting prompts that demand critical thinking—instead of asking “What is classical conditioning?” I might ask “How would you use classical conditioning principles to help someone overcome their fear of public speaking?”
Timing matters, too. In my face-to-face class, I allow two to three minutes for individual reflection, five minutes for pair discussions, and 10 minutes for group sharing. Online, I’ve found success with a similar proportional structure: two days for initial posts, three days for peer responses, and two days for final reflections. This creates a rhythm that keeps the discussion moving while accommodating varied schedules.
Designing Collaborative Learning Experiences
Interactive content creation transforms how students engage with course material in both environments. In my traditional classes, I divide students into small groups to create concept maps exploring the relationships between different psychological disorders. Armed with markers and paper, they work collaboratively to connect concepts like anxiety, depression, and trauma responses, discovering links they might have missed studying alone. The energy is palpable as groups share their maps, debating connections and building on each other’s insights.
For my online students, I’ve adapted this activity using collaborative digital tools. Students work in small groups throughout the week to build their concept maps using shared online workspaces. Each student must add at least three concepts and make meaningful connections to their groupmates’ contributions. The asynchronous format actually offers an advantage here – students have time to think deeply about their contributions and can watch their group’s map evolve over several days. I provide specific deadlines for initial contributions and peer feedback to maintain momentum.
I have found that the key to success in either environment lies in providing clear examples of strong concept maps at the outset, establishing specific criteria for meaningful connections, and requiring students to explain their reasoning for each link they create. Deadlines for each phase keep the momentum going, while incorporating peer evaluation into the final grade ensures consistent participation. The resulting maps often reveal insights that surprise both me and my students, demonstrating how collaborative learning can deepen understanding regardless of the teaching modality.
Measuring Engagement and Refining Strategy
One-minute papers serve as powerful self-assessment tools in my traditional classes. For example, at the end of our discussion on memory formation, I ask students to quickly write down the most important concept they learned and one question they still have. This simple exercise reveals gaps in understanding and helps students consolidate their learning. In our next class, I address the most common questions, creating a feedback loop that keeps everyone engaged.
For my online students, I’ve transformed this into structured reflection journals. After completing each module, students must identify their key takeaway and pose one substantive question about the material. The asynchronous format allows for deeper reflection, and I’ve noticed online students often make fascinating connections to their personal experiences. Each week, I compile the most thought-provoking questions into a FAQ document, creating a collaborative resource that benefits the entire class.
Success in both formats require clear guidelines about what constitutes a meaningful reflection versus surface-level observations. Students stating that “the limbic system processes emotions” won’t suffice—they need to explain how this knowledge changes their understanding of human behavior. This approach not only reinforces learning but also develops critical thinking skills that serve students well beyond our course.
Measuring engagement across different learning environments requires that I use a systematic approach. In my traditional classroom, I track participation through observation and collect quick feedback via index cards. For my online students, I monitor not just the frequency but the quality of their discussion posts and collaborative work. The key metrics that I use remain consistent across both spaces: depth of analysis, peer interaction quality, and concept application.
I use a simple framework that examines three elements: initial engagement (participation in discussions or activities), sustained interaction (meaningful responses to peers), and learning application (connecting concepts to real-world scenarios). For each component, I look for evidence of critical thinking rather than mere completion. This approach helps identify which strategies are working and which need adjustment.
Beyond quantitative measures, I pay attention to qualitative indicators like the sophistication of student questions and the complexity of peer-to-peer discussions. These insights guide my refinement of teaching strategies in both environments, ensuring that active learning remains effective regardless of delivery method.
As the spring semester progressed, I saw the impact of the adapted strategies in both my traditional and online psychology classes. Those initially passive students in my traditional class began to engage in our active learning exercises, while my online students built an active learning community through their thoughtful asynchronous interactions. In my experience, the key isn’t choosing between traditional and online teaching methods—it’s understanding how to preserve active learning while adapting strategies to fit each unique environment. By reimagining rather than simply transplanting these strategies, we can create engaging learning experiences that work effectively across both spaces.
Dr. Dunja “Dee” Trunk, a professor of psychology at Bloomfield College of Montclair State University, has a passion for teaching and a genuine belief in the transformative power of education.
There I was, standing in front of my face-to-face Introduction to Psychology class on a sunny Monday afternoon in spring 2024. I was watching as a few of my students took notes while the remaining students sat passively, perhaps hoping my animated gestures and pacing would somehow osmotically transfer my explanation of classical conditioning into their brains. Meanwhile, in my online section of the same course, students worked through carefully crafted modules at their own pace, their participation in discussion boards ebbing and flowing unpredictably. That’s when it hit me—despite years of teaching experience, I’m still searching for ways to spark the same level of engagement whether I’m interacting with students face-to-face or through carefully designed asynchronous activities. These parallel yet distinct teaching environments demand intentional strategies that can adapt while maintaining their power to actively engage students in the learning process.
Rethinking Active Learning for Asynchronous Spaces
Traditional active learning techniques that work beautifully in my face-to-face classes often fall flat in the asynchronous online environment. Take the classic “turn to your neighbor and discuss” prompt that energizes my traditional classes—there’s no direct equivalent when students are logging in at different times throughout the week. Yet simply abandoning these proven engagement strategies isn’t the answer. Instead, we need to reimagine active learning for both spaces, maintaining the core principles while adapting the execution. The key is finding techniques that preserve what makes active learning so powerful—student engagement, peer interaction, and immediate application of concepts—while acknowledging the unique constraints and opportunities of each learning environment.
One of the most powerful techniques in my traditional classroom is the think-pair-share discussion format. Students have those precious moments to gather their thoughts before turning to a classmate to discuss concepts like confirmation bias or the impact of classical conditioning on everyday behavior. The students are energized as pairs merge into small groups, building on each other’s insights before sharing with the whole class. But how do we capture that same collaborative energy in an asynchronous environment?
I’ve found success by structuring online discussions in three distinct phases that mirror the in-person experience. First, students post their initial response to a thought-provoking prompt (the “think” phase). Then, they must meaningfully respond to two classmates’ posts, building on their ideas rather than simply agreeing (the “pair” phase). Finally, students return to their original post and reflect on how their understanding has evolved after engaging with their peers’ perspectives (the “share” phase). The key is crafting prompts that demand critical thinking—instead of asking “What is classical conditioning?” I might ask “How would you use classical conditioning principles to help someone overcome their fear of public speaking?”
Timing matters, too. In my face-to-face class, I allow two to three minutes for individual reflection, five minutes for pair discussions, and 10 minutes for group sharing. Online, I’ve found success with a similar proportional structure: two days for initial posts, three days for peer responses, and two days for final reflections. This creates a rhythm that keeps the discussion moving while accommodating varied schedules.
Designing Collaborative Learning Experiences
Interactive content creation transforms how students engage with course material in both environments. In my traditional classes, I divide students into small groups to create concept maps exploring the relationships between different psychological disorders. Armed with markers and paper, they work collaboratively to connect concepts like anxiety, depression, and trauma responses, discovering links they might have missed studying alone. The energy is palpable as groups share their maps, debating connections and building on each other’s insights.
For my online students, I’ve adapted this activity using collaborative digital tools. Students work in small groups throughout the week to build their concept maps using shared online workspaces. Each student must add at least three concepts and make meaningful connections to their groupmates’ contributions. The asynchronous format actually offers an advantage here – students have time to think deeply about their contributions and can watch their group’s map evolve over several days. I provide specific deadlines for initial contributions and peer feedback to maintain momentum.
I have found that the key to success in either environment lies in providing clear examples of strong concept maps at the outset, establishing specific criteria for meaningful connections, and requiring students to explain their reasoning for each link they create. Deadlines for each phase keep the momentum going, while incorporating peer evaluation into the final grade ensures consistent participation. The resulting maps often reveal insights that surprise both me and my students, demonstrating how collaborative learning can deepen understanding regardless of the teaching modality.
Measuring Engagement and Refining Strategy
One-minute papers serve as powerful self-assessment tools in my traditional classes. For example, at the end of our discussion on memory formation, I ask students to quickly write down the most important concept they learned and one question they still have. This simple exercise reveals gaps in understanding and helps students consolidate their learning. In our next class, I address the most common questions, creating a feedback loop that keeps everyone engaged.
For my online students, I’ve transformed this into structured reflection journals. After completing each module, students must identify their key takeaway and pose one substantive question about the material. The asynchronous format allows for deeper reflection, and I’ve noticed online students often make fascinating connections to their personal experiences. Each week, I compile the most thought-provoking questions into a FAQ document, creating a collaborative resource that benefits the entire class.
Success in both formats require clear guidelines about what constitutes a meaningful reflection versus surface-level observations. Students stating that “the limbic system processes emotions” won’t suffice—they need to explain how this knowledge changes their understanding of human behavior. This approach not only reinforces learning but also develops critical thinking skills that serve students well beyond our course.
Measuring engagement across different learning environments requires that I use a systematic approach. In my traditional classroom, I track participation through observation and collect quick feedback via index cards. For my online students, I monitor not just the frequency but the quality of their discussion posts and collaborative work. The key metrics that I use remain consistent across both spaces: depth of analysis, peer interaction quality, and concept application.
I use a simple framework that examines three elements: initial engagement (participation in discussions or activities), sustained interaction (meaningful responses to peers), and learning application (connecting concepts to real-world scenarios). For each component, I look for evidence of critical thinking rather than mere completion. This approach helps identify which strategies are working and which need adjustment.
Beyond quantitative measures, I pay attention to qualitative indicators like the sophistication of student questions and the complexity of peer-to-peer discussions. These insights guide my refinement of teaching strategies in both environments, ensuring that active learning remains effective regardless of delivery method.
As the spring semester progressed, I saw the impact of the adapted strategies in both my traditional and online psychology classes. Those initially passive students in my traditional class began to engage in our active learning exercises, while my online students built an active learning community through their thoughtful asynchronous interactions. In my experience, the key isn’t choosing between traditional and online teaching methods—it’s understanding how to preserve active learning while adapting strategies to fit each unique environment. By reimagining rather than simply transplanting these strategies, we can create engaging learning experiences that work effectively across both spaces.
Dr. Dunja “Dee” Trunk, a professor of psychology at Bloomfield College of Montclair State University, has a passion for teaching and a genuine belief in the transformative power of education.
Engaging students wherever they are is critical to enrollment success.
With eight years of experience at Ruffalo Noel Levitz working with more than 100 campuses across the country and following more than two decades leading enrollment efforts on campus, I know firsthand the challenges you face in enrollment. And in today’s environment it can feel like information overload on what you should be doing.
I recently hosted a webinar sharing insights from our 2025 Marketing and Recruiting Best Practices for Undergraduate Students study, where 114 institutions of all types completed our survey about their use and effectiveness of recruitment strategies. We covered everything from the fundamentals of outreach to the latest in AI-powered chatbots. In survey responses, we found a lot of shared experiences and opportunities for strategy enhancement. Specifically, we identified seven strategies that should form the foundation of your annual marketing and recruitment plan, as well as a few others we recommend incorporating to drive your recruitment to the next level.
Let’s talk real numbers (and real support)
In our survey, we asked about written marketing and recruitment plans. Only 29% of institutions have a fully implemented, data-driven plan. So if you’re among the 71% of institutions still working on creation of a full plan, you’re in good company—we’re all trying to navigate this evolving landscape. The encouraging part is you’re committed to improvement. We found that most institutions rate their plans as “good,” but you’re aiming for “excellent.” That drive to excel is what we’re here to support.
Discovering what truly works (together)
Through survey responses, we found some powerful strategies that are working for colleges right now. Virtually every institution that uses them rates personalized videos and video calls with students as effective, although fewer than half of you are using those outreach tactics. And implementing new AI-based digital assistants on your website will meet an expectation that students and families have to receive real-time answers to their questions 24/7 about application status, academic programs, and aid packages—but only 22% of institutions have taken this important step.
Search engine optimization (SEO) stood out as a leading strategy with 75% of institutions pursuing this and 100% of institutions rating it as effective. But we also know that most institutions don’t invest enough or broadly in SEO. Students are increasingly turning to search sites to find university sites and program information, and if you’re not in the top seven links, you’re effectively invisible. You need to incorporate into our annual plans ongoing SEO across your website to develop and maintain relevant content that speaks directly to student interest, both for traditional search engines and AI tools like ChatGPT and Gemini. You then need to track site traffic to measure ROI and so you know when it’s time to revisit those pages again. SEO is not a one-and-done process! Let’s make your website a powerful tool for student recruitment.
7 practical steps to optimizing your enrollment management outreach
Revisit your core: start with the fundamentals. Don’t underestimate the power of the basics! Make sure those foundational strategies are rock-solid and you have a documented plan for implementation. A strong foundation allows you to build from there and creates the space you’ll need to deal with mid-cycle unforeseen challenges.
Refine your digital approach: digital marketing practices and calls to action. Take a fresh look at your digital marketing. Are your calls to action clear and compelling? Personalize your ad content to the audiences you’re targeting.
Boost your visibility through SEO. SEO is key to being found. Make sure your website content is discoverable by both traditional searches and AI tools. Track your traffic so you know what’s working and what isn’t.
Advertising strategies. Get smart about your advertising. Are you spending your dollars where your students are today or just where you have always spent them? In the last 4 years we’ve seen a significant shift away from “traditional media” and to digital advertising.
Connect authentically on social media. Focus on the platforms where your students are spending their time. Remember, authenticity is key. They’re looking for real glimpses into campus life, not just polished perfection. Show them the genuine experience.
Create tailored experiences with personalized video. Imagine how students will feel when they receive a video that’s just for them! Work to create personalized, customized content based on each student’s interests and watch who’s watching by incorporating tracking metrics.
Enhance student support with AI chatbots. Digital assistants have come a long way in just a couple of years. Use today’s technology to provide 24/7 support so your prospective students can get specific answers in real time.
We can help you navigate the digital shift and engage students 24/7
While the ongoing shift toward digital strategies can feel overwhelming, we’re here to support you every step of the way. We’ll help you find the right balance for your institution and your audience.
To stand out amidst competition, private schools must ensure their online presence is strong enough to attract prospective students and parents. While traditional marketing methods such as word-of-mouth and print advertising still hold value, digital visibility has become crucial to school enrollment. Are you wondering how to market a private school to maximize visibility? Leveraging SEO effectively is the key to being discovered by your target audience online.
Search engine optimization (SEO) is pivotal in increasing online visibility, helping private schools rank higher on search engine results pages (SERPs) and ensuring they remain top-of-mind for potential applicants. However, using SEO for private school marketing has unique challenges, requiring a strategic and well-rounded approach. Keep reading to understand your unique SEO needs as a private educational institution and how to maximize your school’s SEO performance.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
The Unique Challenges of Private School SEO
Private schools face a distinct set of Search engine optimization challenges that require tailored solutions – can you relate to any of these?
Competition: Private institutions must differentiate themselves from public schools, charter schools, and other private institutions in their region.
Broad Search Results: prospective students and parents may not be searching for a specific school name but rather for general terms such as “best private schools near me” or “top elementary schools in [city].” If a school’s website is not optimized for these search queries, it may struggle to appear in search results.
Balancing local and national SEO efforts: While private schools typically serve a local audience, some institutions attract students from other regions or even internationally. This means that their SEO strategy must account for both location-based searches and broader queries related to curriculum, extracurricular offerings, and student outcomes.
Keeping up with seasonal search trends: as interest in enrollment spikes at certain times of the year, requiring a dynamic and proactive approach to content updates and digital marketing efforts.
How can you create a strategy that offsets these unique challenges? Let’s explore the importance of SEO and how you can implement it effectively.
The Importance of SEO for Private School Marketing
SEO is crucial for private education marketing because it directly impacts discoverability. Parents and students rely on search engines to research potential educational opportunities, and a well-optimized website ensures that a school is easily found.
A strong SEO strategy also helps build credibility and trust, as higher search rankings are often associated with authority and reliability. Moreover, SEO provides a cost-effective marketing strategy compared to traditional advertising, offering long-term benefits without the recurring costs of paid campaigns.
Beyond visibility, SEO enhances the user experience. A well-structured website that loads quickly, is easy to navigate, and contains high-quality content will rank better and engage visitors more effectively. This engagement translates to longer time spent on the site, higher conversion rates, and ultimately, more inquiries from prospective students and parents.
Best Practices for Optimizing SEO for Private Schools
The first step to reinventing your private school marketing plan is to assess your digital presence and set realistic goals. Understanding where your school stands in search rankings, what competitors are doing, and which areas need improvement will guide your SEO strategy effectively.
Start by analyzing website traffic using tools like Google Analytics, identifying which pages attract the most visitors, and pinpointing gaps where SEO enhancements can improve visibility. Additionally, schools should develop a content strategy that aligns with parent concerns, frequently asked questions and key search trends. By taking these preparatory steps, private schools can ensure their SEO efforts are targeted, strategic, and effective. Now, let’s explore some specific strategies!
Example: What metrics should you evaluate before reinventing your private school SEO strategy? Take a look at the image below for some ideas. Using a tool like Google Analytics, determine how many total visits your site gets to understand your reach. Your page views will provide insight into site user engagement and what content is most popular.
Source: HEM
The bounce rate refers to the proportion of visitors who leave after viewing just one page. A high bounce rate (over 40%) can indicate a need for more relevant or compelling content. Finally, discovering which source of traffic gets you the most visits is valuable information when it comes to allocating funds. An SEO audit from a professional team is a great starting point if you’re looking for a preliminary view of your private school’s existing site performance.
1. Conduct Thorough Keyword Research
The foundation of any successful SEO strategy is understanding what prospective families are searching for. Private schools should conduct in-depth keyword research to identify high-value search terms related to education, admissions, and academic programs. Tools such as Google Keyword Planner, Ahrefs, and SEMrush can provide insights into relevant keywords and search volume.
Schools should target both short-tail and long-tail keywords. For example, while “private school in Toronto” is a valuable keyword, more specific terms like “Montessori private school in Toronto with small class sizes” can help attract highly relevant traffic. Additionally, considering intent-based keywords such as “affordable private schools near me” or “best private schools with financial aid options” can attract parents who are actively researching enrollment options.
Example: This is what keyword research could look like. In the list below, you’ll see examples of both short and long-tail keywords. You’ll want to use a combination of keywords with a high search volume to reach a broader audience (like “international school” with 6600 searches) and longer, more detailed keywords to reach a specific audience (like abroad programs for international students with 40 searches).
Source: HEM
2. Optimize On-Page SEO Elements
Once the right keywords have been identified, they should be strategically incorporated into website elements such as:
Title Tags and Meta Descriptions: These should include primary keywords while also being compelling enough to encourage clicks.
Header Tags (H1, H2, H3): Properly structured headers enhance readability and improve SEO rankings.
URL Structure: Clean and descriptive URLs (e.g., “yourschool.edu/admissions-process”) make it easier for search engines to understand page content.
Alt Text for Images: Adding descriptive alt text to images improves accessibility and helps search engines index visual content. Try to include keywords
Internal Linking: Strategically linking to other pages within the website helps distribute page authority and improves navigation, making it easier for users and search engines to explore content.
Source: HEM
3. Create High-Quality, Engaging Content
Content marketing is an essential component of SEO. Private schools should focus on producing valuable, informative, and engaging content that answers common questions and concerns of prospective families. This includes:
Blog posts on topics like “How to Choose the Right Private School for Your Child.”
Parent testimonials and student success stories.
Virtual campus tours and video interviews with faculty.
FAQs addressing tuition, admissions, and extracurricular activities.
In-depth guides on topics such as “How to Apply for Financial Aid at a Private School” or “What to Expect in Your Child’s First Year of Private School.”
Publishing fresh, relevant content regularly helps keep the website dynamic and signals to search engines that the site is actively maintained.
Example: This SEO- friendly video content covers a topic that many private school prospects are searching for. Don’t underestimate the value of optimizing your video content! With YouTube being the preferred video content platform as of 2024, Google is no longer the only online space where SEO matters.
Source: CTS College of Business & Computer Science
4. Implement a Local SEO Strategy
Since most private schools serve specific geographic areas, local SEO is critical. Schools should ensure their name, address, and phone number (NAP) are consistent across all online directories, including Google Business Profile, Yelp, and local education listings. Encouraging satisfied parents to leave positive reviews on Google can boost local search rankings.
Optimizing for location-based keywords, such as “best private middle school in Los Angeles,” helps schools appear in “near me” searches. Embedding a Google Map on the website’s contact page further improves local SEO. Schools should also engage in community outreach efforts that can generate local press mentions and backlinks, further strengthening their local search presence.
5. Enhance Website Performance and User Experience
Search engines prioritize websites that offer a seamless user experience. Private schools should ensure their websites are:
Fast-loading: Page speed impacts rankings, so schools should optimize images, leverage browser caching, and minimize code.
Mobile-friendly: With many parents researching schools via mobile devices, responsive design is essential.
Secure: HTTPS encryption builds trust and improves rankings.
Structured with Clear Calls-to-Action (CTAs): Encouraging prospective students and parents to schedule a visit, request information, or apply online enhances conversions.
A well-structured site with intuitive navigation reduces bounce rates and encourages visitors to explore more pages.
6. Build a Strong Backlink Profile
Backlinks, links from other reputable websites to a school’s site, signal authority to search engines. Schools can earn high-quality backlinks by:
Partnering with local businesses and educational organizations.
Contributing guest posts to education-related blogs.
Issuing press releases about notable achievements or events.
Getting listed in school directories, alumni association pages, and educational forums.
Additionally, ensuring the school is listed on authoritative education directories and accreditation bodies’ websites can further boost credibility.
7. Leverage Social Media for SEO
While social media does not directly impact search rankings, it enhances brand visibility and drives traffic to a school’s website. Are you wondering how to market your private school with social media? Maintain active profiles on platforms like Facebook, Instagram, and LinkedIn, regularly sharing engaging content and linking back to key web pages. Encouraging faculty, alumni, and students to share content can increase organic reach and generate social signals that indirectly benefit SEO.
Example: Rundle Schools does a great job of optimizing its Instagram page to drive organic traffic to its site. Consider using a tool like Linktree to make it easy for prospects to find your site and other important profiles. Rundle Schools is committed to a multi-channel SEO content strategy as you can see in the centre post where they promote their podcast.
Source: Rundle Schools | Instagram
Get Support to Elevate Your Private Schools SEO Strategy
At Higher Education Marketing (HEM), we understand the unique challenges private schools face in improving their online visibility. From keyword research and content marketing to local SEO optimization and paid advertising, our team of education marketing experts tailors strategies to the specific needs of private schools.
At HEM, we’ve helped countless private schools boost their online visibility, attract more prospective families, and exceed their enrollment goals through proven results-driven SEO strategies. Ready to elevate your school’s digital presence? Let’s craft an SEO strategy that sets you apart, connect with HEM today!
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Frequently Asked Questions
Question: How to market a private school?
Answer:Leveraging SEO effectively is the key to being discovered by your target audience online. Search engine optimization (SEO) is pivotal in increasing online visibility, helping private schools rank higher on search engine results pages (SERPs), and ensuring they remain top-of-mind for potential applicants.
Question: How to market your private school with social media?
Answer: Maintain active profiles on platforms like Facebook, Instagram, and LinkedIn, regularly sharing engaging content and linking back to key web pages. Encouraging faculty, alumni, and students to share content can increase organic reach and generate social signals that indirectly benefit SEO.
