Non-exempt staff make up more than a quarter of the higher ed workforce and provide frontline support to the campus community. They are the electricians, safety and security staff, custodians, office assistants, food service workers, and others who power higher ed’s day-to-day operations.
This vital workforce has also been shrinking. New research from CUPA-HR has shown a 9% decrease in the full-time non-exempt workforce since 2017, and an 8% decrease in the part-time non-exempt workforce during the same period.
It’s more important than ever to support your non-exempt employees by preventing burnout and bolstering work-life balance. Retention and recruitment must also remain a priority, with turnover rates for hourly non-exempt workers persistently high.
Here are six ideas for strengthening your employee value proposition for this key segment of the higher ed workforce.
Create Internal Career Pathways
Career growth is a key factor in employee satisfaction. Review your learning, development and promotion opportunities to ensure they provide pathways for all employees and are accessible to those who work outside of traditional office hours.
Upskilling non-exempt employees is also critical. Encourage managers and supervisors to identify who might step up to fill critical roles and who might need additional skills, certifications and competencies.
Don’t forget to include non-exempt employees in succession planning. Particular attention should be given to skilled craft staff, an area where the decreasing number of employees over the age of 55 might signal a potentially critical pipeline challenge.
Resource Spotlight: Hocus Pocus, Time to Focus: Innovative Career Development for Staff is an on-demand webinar detailing how the University of Tennessee Knoxville HR team built an innovative new career development unit. And learn how the University of Texas at Dallas’ BRIGHT leaders program uses a flexible model that encourages all employees to lead from where they are.
Prioritize Pay
Continue periodic pay equity reviews and work toward pay equity for all employees. Our research into the non-exempt workforce has found that women of all races/ethnicities continue to be paid less than White men who hold the same non-exempt staff positions.
Resource Spotlight: Reserve your spot in the upcoming CUPA-HR webinar Transitioning From a Broadband to a Market-Based Pay Structure to learn how University of Pittsburgh leaders replaced a 25-year-old classification system with a market-based job and compensation framework, including FLSA status adjustments. And learn about Maricopa Community College District’s strategic compensation plan in this two-part series on implementing a living wage strategy and establishing internal pay equity and market alignment.
Provide Flexibility When Possible
Many non-exempt staff need to be on campus to provide critical, in-person support to students and colleagues. But during the slower summer months, consider offering summer Fridays (either full or half-days off) and/or the option of longer shifts in exchange for fewer days per week worked.
For office employees, no-meetings Fridays set employees up for a successful Monday, ensuring they can wrap up their week and head into their weekend with less stress.
Last year, turnover was the highest among part-time hourly employees, at a rate of 25%. For this group, provide — and advertise — hours that support working parents and caregivers.
Tout Your Benefits
For both potential and current employees, benefits can be a key difference in recruitment and retention.
Do you offer competitive matching retirement contributions? Tuition benefits for employees and their families? Competitively priced health insurance? Prominently feature these benefits in your job recruitment materials. And partner with educational consultants from your retirement and insurance plans to make your current employees aware of their benefits.
Are outdated policies inadvertently causing turnover? Periodically review policies to increase benefits at no cost. For example, if your probationary period doesn’t allow sick leave, you may be losing recently onboarded staff.
Prevent Burnout
Because the non-exempt workforce is shrinking, it’s critical to avoid the overwork trap. Expecting non-exempt employees to do the work of multiple people can negatively impact job satisfaction.
What work might be discontinued or altered to adjust to less availability of staff? What work might be outsourced to help close the gap between staff availability and required work? Reductions in staffing should always be reviewed to determine what ongoing work is feasible and what work must be changed or eliminated.
Boost Culture
In addition to good benefits, culture is higher ed’s competitive advantage in the labor market.
Are both part-time and full-time non-exempt staff regularly being recognized for their work? Recognition is one of the lowest-cost retention tools that remains underused in higher ed overall. Examine how your HRIS and social media channels can be used to highlight consistently excellent employees.
Consider incorporating budget-friendly employee get-togethers into your campus routines, such as ice cream socials or pizza parties.
Since the public release of ChatGPT in December 2022, educators have faced the challenge of effectively integrating artificial intelligence (AI) into their teaching. Rather than simply acknowledging that students are using AI, we should create opportunities for them to explore practical strategies. This approach will help students better understand and utilize AI as an educational ally, enabling innovative methods for effective classroom integration. The key question is: how can we transform AI from a potential source of plagiarism into a valuable educational resource?
Let’s confront the reality: students are using AI. According to a recent survey by Anthology (2023), 60% of students in the US have used AI tools, with 10% reporting weekly use 38% using them monthly. Instead of fearing AI, we should actively explore its potential in the classroom, emphasizing how it can enrich the learning experience.
Strategic Approaches to AI Integration
One effective strategy is to intentionally redesign classroom activities and assignments to incorporate AI tools. This allows educators to gain insights from students’ interactions with these technologies, fostering a deeper understanding of their applications and promoting ethical use. Here is one example from an AI reflective assignment that I tried out in my classes, followed by some other actionable strategies you may want to try out.
In a junior-level education course, I assigned students the task of writing a reflective paper on the various uses of AI tools, such as ChatGPT, in the classroom. My intent was to encourage them to connect these technologies to broader ethical concerns within our field, particularly around plagiarism, drawing from their experiences as students and their emerging roles as future educators. The goal was to prompt deep reflection on AI’s implications, not just for themselves but for the future of education across disciplines.
To scaffold their analysis, I provided a couple of foundational readings on AI, alongside an article of their choosing, see Roose, 2023 and Gates, 2023 citations. This approach allowed them to contextualize their insights within the landscape of their respective fields, examining the potential benefits and ethical considerations of AI usage, as well as strategies for monitoring its impact and the implications of banning such technologies in educational settings.
Their reflections revealed several critical themes. Students emphasized the importance of creatively integrating AI into the classroom. As educators, we should consider it an enrichment tool rather than a replacement for traditional learning. This aligns with findings from the literature, which emphasize that by intentionally integrating AI-powered learning tools, we can highlight best practices for student engagement with these technologies (Johnson, Adams Becker, & Cummins, 2022). In this context, AI serves as a companion that guides students in their tasks, enhancing their critical thinking and problem-solving skills.
Some students expressed recognition that AI’s presence in education is inevitable; if they did not leverage these tools, their students would likely use them anyway. One student articulated a proactive stance, stating the importance of “find[ing] clever ways to incorporate technology into [student] work.” This highlights a shift in mindset—moving from fear of AI to embracing its potential to enhance learning experiences.
Another key insight was the broader applicability of AI in future classrooms. One student posited that AI could “extend and enrich student learning by assisting in generating ideas, discussion points, and encouraging critical thinking.” This perspective reflects the notion that when properly integrated, technology can serve as a catalyst for deeper engagement and understanding (Cooper, 2023). Moreover, recent recommendations highlight that AI can help personalize learning experiences, catering to individual student needs, and thereby improving educational outcomes (U.S. Department of Education, 2023).
Additionally, several students emphasized the responsibility of educators to prepare students for real-world applications of AI. One student summarized this sentiment powerfully: “If used properly, AI can elevate the education students receive and prepare them for a world where its use will be commonplace.” This statement underscores the urgency of equipping future educators with the skills to integrate AI thoughtfully and ethically into their teaching practices, transforming their practice by utilizing AI in novel ways (García-Peñalvo & Ramos, 2023).
Implications for Faculty
To implement a similar reflective approach in your own courses, consider the following strategies:
Facilitate Critical Discussions: Begin by assigning readings that frame the conversation around AI and its ethical implications in your particular field. Encourage students to select supplemental articles relevant to their fields to foster interdisciplinary connections, allowing for both autonomy and current insights in the field. AI is so new that the landscape of our knowledge is changing constantly.
Encourage Reflective Writing: Ask students to write reflective papers that analyze the impact of AI tools on their discipline. Prompt them to explore both benefits and ethical considerations, allowing for a nuanced understanding of the topic.
Create Collaborative Learning Opportunities: Consider group projects where students can share their insights and strategies for incorporating AI. This can lead to a richer dialogue and diverse perspectives on AI integration.
Highlight Real-World Applications: Emphasize the relevance of AI skills in their future careers. Discuss potential scenarios where they might utilize AI in the university classroom, preparing them for the challenges and opportunities ahead.
By focusing on these strategies, faculty can engage students in meaningful exploration of AI, ensuring they are not just consumers of technology, but critical thinkers prepared for a rapidly evolving educational landscape. Further, by centering our teaching practices on critical engagement with AI, we can better prepare our students for a future where these tools are integral to learning and teaching.
Final Reflections
A quote by Soren Kierkegaard resonates deeply in the context of adopting AI in education:
“To be a teacher in the right sense is to be a learner. Instruction begins when you, the teacher, learn from the learner, put yourself in their place so that you may understand what they understand and the way they understand it.”
This perspective highlights the reciprocal nature of learning. By embracing AI, educators can better understand and support their students. Understanding how students interact with AI tools allows teachers to guide ethical usage, ensuring that both educators and learners benefit from these technologies. By stepping into our students’ shoes, we can enhance learning, promote critical thinking, and address ethical concerns through thoughtful integration of AI in our classrooms.
Note: this article used collaboration between the human author and the AI program ChatGPT.
Lisa Delgado Brown, PhD, is a current Assistant Professor of Education at The University of Tampa and the former Middle/Secondary Program Administrator at Saint Leo University where she also served on the Academic Standards Committee. Dr. Delgado Brown teaches literacy courses with a focus on differentiation in the general education classroom.
Cooper, G. (2023). Examining science education in ChatGPT: An exploratory study of generative artificial intelligence. Journal of Science Education and Technology, 32(4), 444–452. https://doi.org/10.1007/s10956-023-10039-y
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The United States (U.S.) remains a top choice for international students pursuing higher education, with approximately six percent of the student population consisting of international students (Open Doors Report on International Educational Exchange, 2024). This data underscores their integral role in higher education. One of the major challenges international students faces is adapting to a new educational system and culture while striving to integrate seamlessly into their new environment. Many international students bring deeply ingrained learning experiences from their home countries, which may differ significantly from those in the U.S. These differences profoundly shape their approach to education, influencing their self-esteem and academic success. This article explores these experiences, offering insights for educators on how to foster supportive and inclusive learning environments, particularly from an Asian perspective.
Personal Experience
I was an international student myself, so I can empathize with the challenges faced by the current generation of international students. While platforms like the internet and American media provide some understanding of American culture, nuances are often missed. I vividly recall the sense of isolation in the classrooms and at conferences, where engaging in conversations felt daunting. Introducing and joining conversations with others was challenging; the most I could do was to wave and acknowledge my presence. These experiences highlight the importance of creating environments where international students feel safe, supported, and included.
1. Cultural Perspectives on Authority
International students often approach interactions with educators with profound reverence, influenced by cultures that value authority and rules. This reverence may lead to reserved behavior in the classroom, hindering active participation. Rather than engaging in active discourse, they tend to listen attentively to their educators and accept their viewpoints unquestioningly, even if they conflict with their knowledge and understanding. This deference to authority may manifest as reticence, timidity, or reluctance to participate in class activities and discussions (Wan, 2021). For international students, this act of showing respect is vital, as they fear failure in the course if their communication style is perceived as disrespectful. Consequently, they do not advocate for themselves in academic settings and function best when following rules set by a person of authority.
To address this, educators can empower international students to express themselves more freely, by adopting strategies that foster a supportive and less intimidating learning environment. One approach is to adjust the tone of communication to be less stern or serious, creating a more welcoming atmosphere for dialogue. Additionally, providing alternative avenues for communication, such as writing on sticky notes or offering anonymous feedback options, can offer students a sense of safety and anonymity when expressing their thoughts. Furthermore, educators can encourage peer support by allowing students to bring a classmate along when seeking clarification or discussing concerns with educators. This approach can help alleviate feelings of intimidation and apprehension, as students may feel more comfortable and supported when engaging with professors alongside a peer. By acknowledging and accommodating cultural perspectives on authority, educators can promote inclusivity and empower international students to participate actively in their academic journey.
2. Adapting to Autonomy in the Classroom
Cultural backgrounds and language barriers contribute to international students’ hesitance to participate vocally in class. Students who come from educational backgrounds where autonomy in the classroom was not encouraged may struggle to adapt to the interactive and participatory learning environments often found in Western educational settings. Additionally, if English is not spoken as their first language, these students fear that their foreign accent may impede understanding. They quickly become sensitive to others’ evaluations and doubt their ability to communicate clearly, leading them to feel uncomfortable when speaking up in class (Hsu & Huang, 2017). Consequently, they may prefer to take on a passive observer role rather than participating actively. Moreover, international students may not perceive their personal views and experiences as significant, fearing that they may not align with the local context in the US.
Creating a safe space in the classroom for international students is crucial. These students must feel valued and have their dignity upheld. Educators must provide clear guidelines to foster participation, encouraging active engagement and the sharing of diverse perspectives. Turn-taking may not occur naturally for international students, so assigning specific roles to each group member to present their ideas can be effective. Appoint a leader who will ensure each group member’s voice is heard. Educators must also be cautious when addressing incorrect answers to prevent students from being discouraged from taking risks in responding in the future. A face-saving act plays an important role for international students when their answers are off- tangent.
3. Feedback and Revising
International students may not be familiar with the process of feedback and revising their work. These students have often been taught to get it right the first time and may not be accustomed to opportunities for revision. In some cases, they may not even receive feedback and might not understand what constructive feedback looks like.
Educators should familiarize students with feedback processes and create a supportive environment for revising work based on feedback. Help these students become accustomed to the various forms of feedback they may receive in your classroom. Emphasize that feedback is a way to help them improve their work and is not a personal attack.
4. Peer Support
International students often fear being judged by their educators if they ask questions that reveal their lack of understanding or knowledge. Additionally, there is a cultural perception among some international students that questioning authority, such as educators, may be viewed negatively. Therefore, seeking assistance from peers can feel less intimidating as peers may be perceived as more approachable and understanding of their struggles. Educators should view this reliance on peer support as a natural part of the adjustment process for international students. Allowing them time to acclimate to unfamiliar academic expectations and social dynamics will help them feel confident enough to engage directly with educators. Be accessible and supportive. Let the students know that you are approachable and happy to answer any questions no matter how simple or complex.
5. Creating a Sense of Belonging
International students often experience isolation in classrooms, making it crucial for educators to foster a sense of belonging. Cultural differences, such as the U.S. emphasis on independence versus the collectivistic nature of many Asian cultures, can make classroom interactions challenging. This unfamiliarity can lead to disengagement and alienation.
Despite appearing integrated, international students may struggle to form meaningful connections with American peers, leading to self-isolation. They often gravitate toward friends from their home country, limiting engagement in classroom discussions and peer support networks. This lack of engagement with local students can hinder their ability to form meaningful personal connections, access peer support, and fully participate in classroom discussions, all of which are essential for academic and social success.
Educators can help by designating peer mentors or teaching assistants to offer guidance. Assigning clear roles in group activities ensures inclusivity, while providing instructions and exemplars in advance helps international students prepare and participate more confidently. Allowing students to preview tasks before class gives them time to seek clarification, fostering comfort and engagement. These strategies create a more inclusive learning environment, enhancing both academic success and emotional well-being.
Conclusion
Creating a safe, supportive, and inclusive learning environment is essential for all students, including international students. Since international students may encounter cultural differences in their new learning environment, educators must implement culturally responsive support strategies. These strategies help foster an inclusive setting, enabling all students to succeed both academically and personally. By adopting these five inclusive practices in the classroom, educational experiences can be enriched for both international and domestic students, promoting a sense of belonging for everyone.
Thilagha Jagaiah is an Associate Professor of Special Education in the Education Department at the University of Hartford. She prepares pre-service teachers to develop essential teaching and assessment skills, equipping them to become highly effective licensed educators for PreK-12 students. Her research focuses on enhancing the teaching and learning of writing, with a specific emphasis on how sophisticated sentence structures can improve writing quality and how optimal trunk support can enhance engagement for students with trunk deficits in inclusive classrooms.
References
Hsu, C.-F. (Sandy), & Huang, I.-T. (Joyce). (2017). Are international students quiet in class? The influence of teacher confirmation on classroom apprehension and willingness to talk in class. Journal of International Students, 7(1), 38-52. https://doi.org/10.32674/jis.v7i1.244
International Students Enrollment Trends, 1948/49 – 2023/24. Open Doors Report on International Educational Exchange. Retrieved from http://www.opendoorsdata.org
Wan, Y. W. (2021). Why are they so quiet? Exploring reticent and passive East Asian ESL students in the U.S. classroom. Open Journal of Modern Linguistics, 11, 942-954. https://doi.org/10.4236/ojml.2021.116073
Strategies for Each Stage of the Enrollment Journey
Higher education institutions face many challenges in their efforts to engage with potential students and keep them motivated while they navigate the enrollment process. In a 2024 Lumina Foundation/Gallup survey on the state of higher education, prospective adult students cited cost, work conflicts, emotional stress, and lack of remote learning opportunities as their top barriers to enrolling in a college program.
Institutions and enrollment teams have the unique opportunity to support students on their journey through each stage of the enrollment funnel — awareness, interest, consideration, intent, application, and enrollment — to help them achieve their goals.
In the first stage of the enrollment funnel, prospective students search for colleges and universities and find out about the different programs they offer. The challenge that universities face during this stage is: How do we reach as many potential students as possible?
Prospective students learn about institutions in the following ways:
College and university websites
Emails from schools
Videos
Printed brochures
Financial aid and scholarship calculators
Marketing campaigns
According to a recent survey of prospective students, 83% find videos from colleges and universities helpful, 79% find virtual tours helpful, and 63% have clicked on a college’s digital ad.
Universities can use the following strategies to reach potential students:
Use a mix of digital and traditional marketing. Digital tactics include social media ads, blog content, and search engine optimization (SEO), while traditional methods include college fairs, in-person events, direct mail, and phone calls.
Personalize your tactics. Recent high school graduates may prefer text messages and emails, while adult students may prefer phone calls.
Stage 2: Interest
In the next stage, also known as the familiarity stage, students narrow their focus and move closer to deciding which program is right for them. Universities face this challenge during the interest stage: How do we stand out among the competition and promote our institution’s brand?
Strategies to stand out include the following:
Promote your brand. Use strategic marketing strategies to emphasize the unique value propositions (UVPs) and benefits of earning a degree at your institution.
Provide informative content. Anticipate your audience’s questions by describing how a degree can benefit their life and help them reach their career goals. Tactics include career-focused blog articles, informational webinars, and customized emails.
Stage 3: Consideration
At this stage, students have several options and may now take the time to reach out to the institutions they’re interested in to get more information before they make their decision. By engaging directly with students, colleges and enrollment teams can build relationships with them and establish trust.
Universities at this stage wonder: How do we build trust and encourage prospective students to enroll?
To build trust with prospective students, universities should employ tactics such as the following:
Maintain one-on-one communication. Admissions counselors can contact students directly via emails, phone calls, or video meetings to answer their specific questions and address any issues they may have on topics such as financial aid opportunities, program lengths and delivery formats, and support services. Adult students may prefer adult-specific messaging that relates to their lives, such as information about work-life-school balance, family-centered goals, and increased earning potential.
Connect students with faculty and alumni. Virtual Q&A sessions give students an opportunity to meet professors and faculty face-to-face and hear about the real experiences of current and former students.
Provide materials and resources. Be prepared to answer questions about credit hours and course descriptions, and to provide any other information that can help them make their decision.
Stage 4: Intent
In this stage, sometimes known as the choice stage, prospective students are very close to making a decision. Enrollment teams need to be ready and available to help them take the necessary steps to enroll.
These teams have the following challenge questions to solve: How do we continue to keep students engaged? What other information and encouragement can we provide?
Over 14,000 prospective adult students who responded to the 2024 Lumina/Gallup survey ranked their reasons for not enrolling in a college program. The following challenges were flagged as very important or moderately important:
Cost: 85%
Work conflicts: 77%
Emotional stress: 72%
Program length (too long): 72%
Favorable job market: 71%
Lack of remote learning: 68%
Personal mental health reasons: 64%
Degree/credential not needed for job: 62%
Unprepared academically: 58%
Getting accepted: 56%
Personal physical health reasons: 55%
Lack of value in further education: 52%
Child care/adult family care: 47%
Degree doesn’t fit with personal beliefs: 47%
Universities can employ strategies such as the following:
Continue personal engagement. As students come closer to making a decision, they may have more detailed concerns about costs, financial aid, and program specifics, so it’s important to check in and be available to answer any new questions.
Create urgency. Remind students about upcoming deadlines for enrollment and financial aid applications.
Provide incentives. Offer application fee waivers and other benefits for early application.
Stage 5: Application
At this stage, students have made their decision and are ready to apply to the institution. This is a big step for students who may need help submitting documents and fulfilling admission requirements.
The challenge universities face involves this question: What can we do to ease the application process?
Schools can employ strategies such as the following:
Check in regularly. Streamline the application process, and provide reminders of important dates and deadlines.
Create a help desk. Provide resources, application checklists, and video guides to students, and help them locate any missing or remaining information.
Encourage and motivate. Send positive messages to students letting them know they’re near the finish line.
Stage 6: Enrollment
In the last stage, students complete their registration and begin the orientation process. Admissions advisors at this stage must keep students engaged and set them up for success. Students will choose classes, buy books, and meet teachers and other students, while also making decisions about how to manage their other life obligations while they are in school.
The challenge question for universities: How can we provide support and promote retention?
These schools can benefit from strategies such as the following:
Provide guidance and resources. Support students through the registration process, help them create manageable course loads, prepare them with the resources they need to succeed, and help them create long-term plans with the goal of graduating.
Analyze and evaluate enrollment process successes. Gather feedback from students and parents, analyze data, and make improvements to each stage of the enrollment process.
Create Enrollment Strategies to Support the Student Journey
Enrollment teams not only help students choose the best program to reach their goals, they also support them throughout the enrollment and admissions process to ensure their success through graduation.
Graduate enrollment is more competitive than ever. As an admissions leader, you’re not just striving to hit enrollment targets––you’re also navigating the complex needs of prospects who are balancing careers, families, and other responsibilities. It’s no small task.
Our recent collaboration with UPCEA confirmed something many of us already suspected: Timely, meaningful communication is the key to standing out in a crowded market.
To dig deeper, we enlisted Kate Monteiro, associate director of communication strategy at Collegis Education, to share her perspective on why prompt, responsive interactions matter. Her insights reveal how intentional communication builds trust and drives results.
3 key benefits of effective, early communication
“Plans and interests can change as quickly as they develop,” Monteiro explains. “Capitalizing on a prospective student’s excitement early can help you keep their momentum going — and dramatically improve their likelihood of enrolling.”
From that very first touchpoint, graduate students are evaluating your institution. Are you responsive? Are you supportive? These early interactions set the tone for how they perceive your school will engage with them once they are enrolled – and this can make or break their decision. Here’s why they matter so much:
1. Making a strong first impression
Your first interaction says a lot. A quick, thoughtful response shows students that their time and interest matter. “Quick responses instill confidence,” Monteiro shares. “They signal that your institution is organized, efficient, and genuinely cares—all of which are qualities students associate with the experience they’ll have if they enroll.”
2. Alleviating anxiety and uncertainty
Navigating graduate admissions can be overwhelming, especially for students juggling applications to multiple institutions. A delayed response could be viewed as a red flag by students who feel overlooked or unworthy of attention.
On the flip side, timely and helpful communication reassures students that they’re a priority. That sense of trust could be the difference between a completed application and a missed opportunity.
3. Setting the tone for future interactions
“Students notice when there’s a lack of responsiveness,” Monteiro cautions. “If their early experiences are stressful or unclear, they’ll assume that’s what they can expect moving forward.”
Consistency is key. A reliable, nurturing communication strategy not only establishes trust but encourages forward momentum toward enrollment.
The data on communication preferences
If you’re wondering just how much communication matters, numbers tell the story. A 2023 Ruffalo Noel Levitz study found that 65% of enrolled students identified personalized attention as a critical factor in choosing their school.
And when it comes to how students want to connect, the data from our survey with UPCEA confirms that email is the clear favorite for all stages. Email was reported as preferred by 47% of students for initial inquiries, 67% for follow-ups, 74% when approaching application, and 69% for application decision notifications.
“Email provides a professional yet low-pressure way to engage,” Monteiro adds. “It’s also something students can reference later, which helps minimize miscommunication or misunderstanding.”
This data emphasizes a key takeaway: Schools that respond quickly and deliberately, particularly through the channels students prefer, are the most likely to earn trust and secure enrollments.
5 strategies to master timely communication
A thoughtful approach to communication doesn’t just make a good impression—it sets your team up for long-term success. Here are five strategies to help you get there:
1. Develop a structured outreach plan
Without a clear communication plan, students can easily fall through the cracks. Monteiro often sees institutions struggle here: “A lot of schools don’t have an outlined communication plan or fail to hold their staff accountable to it. By having a clear and structured plan, you ensure students receive the outreach they need at the right time.”
Your outreach plan should have a strategic mix of emails, calls, and texts, with pre-written templates, clear timelines, and designated responsibilities outlined for your team. This ensures consistent, proactive communication with prospective students throughout the funnel.
2. Leverage technology
Technology is your ally in timely communication, but its effectiveness depends on the strength of your data foundation. CRM systems, AI chatbots, and automated workflows streamline outreach while keeping things personal—provided your data is accurate and well-organized.
Automated emails can deliver the communication students prefer, and chatbots can address frequently asked questions 24/7, ensuring students get quick answers—even outside standard business hours. However, without a solid data infrastructure, these tools may fall short. While not a replacement for human connection, they can provide efficient support when and where students need it most—if your data house is in order.
3. Foster collaboration across teams
Admissions, marketing, and academic teams all play a role in student outreach. Monteiro highlights the disconnect she often sees: “Each team assumes the other is responsible. But ultimately, prospective students are everyone’s responsibility.”
Breaking down silos between teams ensures consistent messaging and a seamless student experience.
4. Use data to inform strategies
Data can reveal what’s working in your current graduate recruitment strategies—and what isn’t. For example, if students are engaging more with email than phone calls, it might be time to shift your focus toward crafting compelling email campaigns. Data can also provide insights into how long students typically take to move through the admissions funnel, allowing teams to optimize communication frequency, timing, and format.
5. Balance speed with personalization
Quick responses powered by automation are essential, but it’s the personal touch that leaves a lasting impression. Pairing automated emails with personalized follow-ups—whether by phone, text, or email—ensures your outreach feels both efficient and authentic.
Level up your graduate recruitment strategies
Improving communication isn’t just a nice-to-have—it’s a need-to-have for institutions looking to thrive in today’s competitive graduate market. With a structured plan, the right tools, and data-driven insights, you can build trust and guide more students to enrollment.
“Our Collegis Enrollment Specialists hear it all the time from the students at our partner institutions: The level of support and responsiveness is what ultimately compels them to move forward.”
– Kate Monteiro, Associate Director of Communication Strategy
To learn more about how Collegis Education can help enhance your graduate recruitment strategies, explore our Enrollment and Recruitment Services page. For more actionable insights on engaging and enrolling graduate students, request your copy of the report below.
Optimize Your Enrollment Funnel
Get the latest on graduate student enrollment trends. Download the full report now.
Running a large-scale institution calls for knowledge of the typical difficulties throughout the hiring process. The list is extensive; established student recruitment tactics assist in reaching enrollment targets, keeping up with the worldwide competition and international market, attracting and recruiting the proper mix of students, and so on.
This blog from us seeks to RETHINK the way your admissions and recruiting process is now run. We have tried to specifically describe the student recruitment techniques that a Student Information System SIS is supposed to have, which will help your whole admissions and recruitment committee. Let us assist you with a better analysis.
How to improve student recruitment using an SIS. 11 powerful student recruitment strategies for your institution
Your Student Information System (SIS) shouldn’t just store data — it should actively help you attract, engage, and convert students. From personalized outreach to faster application processing, the right SIS transforms recruitment from a numbers game into a smarter, student-first strategy.
Student recruitment is evolving, and so are the strategies that drive success. A poll by The Guardian surveyed 70 UK university marketing teams and found that,
57% of university marketing teams found open days to be their top recruitment tool.
72% relied on external digital advertising.
98% favored social media advertising.
It’s clear — a one-size-fits-all approach won’t cut it anymore. To stay competitive, institutions need a well-rounded, data-driven recruitment strategy. Here’s a breakdown of 11 powerful SIS-supported strategies to help your institution attract, engage, and enroll more students.
1. Try automating admissions & follow-ups for higher conversions with an integrated CRM
CRM integrated into Admissions can be the first savior. We promise they have a suite of tools that are specifically tailored to the needs of your educational institute. An SIS integrated with CRM offers a targeted approach to your mundane admissions process.
At Creatrix Campus, we have a CRM in place that can likely enable institutions of all sizes to thrive in the competitive market while ensuring data is formed, tracked, processed, and analyzed to deliver a rich personal experience to students and other stakeholders alike.
There are ways to nurture relationships with seamless lead generation and marketing capabilities. We are cloud-native and accessible across many devices.
2. Run targeted, multi-channel campaigns
Make sure your SIS supports digital, social media, institution, API, and other source lead capture. For quicker follow-up, all leads should direct themselves to one system and path to the correct counselors. Integration of a CRM helps to simplify this procedure.
Potential update: To be competitive, think of mentioning automated campaigns driven by artificial intelligence.
3. Capture leads from every channel — perfectly
Options to capture student inquiries through multichannel including digital, social, institutions, APIs, and much more. Direct all these inquiries to a single place and direct them to the right lead owners or counselors for a timely connection. Trust us; a CRM can help you with this.
4. Get funnel reports in real-time
Your SIS should create funnel reports tracking leads at all levels, therefore enabling you to spot areas of congestion and make quick strategic changes. Comprehensive analytics make sure organizations may maximize their hiring plans for the next inflow.
Potential update: Including predictive analytics or artificial intelligence advice here could improve this approach.
5. Create custom enrollment stages
Every institution is different; your SIS should enable you to construct custom enrollment phases to suit your particular procedure. This guarantees that prospects pass the funnel without incident and helps to keep your pipeline orderly.
Potential update: Could underline dynamic systems that change depending on student behavior or profile data.
6. Use self-service logins to empower prospects
Through one safe platform, let prospects build profiles, follow their application status, submit documentation, speak with counselors, and pay costs. It cuts administrative overhead and keeps them interested.
7. Deliver personalized prospect experiences
Personalized interactions build relationships, and your SIS should support this. From inquiry to enrollment, ensure tailored messages, program recommendations, and helpful content reach the right prospect at the right time.
Potential update: AI-driven personalization or behavioral tracking could elevate this further.
8. Keep a centralized communication log
Automatic generation of offer letters with in-built templates, intimation of fee payment, request sent for missing documents, program orientation, etc.
The tool you are using should generate, capture, and nurture leads across platforms, both online and in-person. At Creatrix Campus, you could set up personalised emails and communications to your prospects based on the inquiry made.
9. Turn on Safe Payment Integration
Make sure your SIS has integrated safe payment gates. Prospects can easily complete their applications and pay fees online; this helps to lower dropout rates and guarantees faster conversion.
Potential update: Talk about adherence to PCI DSS and other worldwide payment standards for further confidence.
10. How predictive analytics helps universities attract students
Want to stay one step ahead in student recruitment? Predictive analytics helps universities do just that — analyzing trends, student behaviours, and historical data to spot who’s most likely to enroll. It’s like having a crystal ball but smarter, helping you focus efforts on the right students at the right time.
11. Data-driven enrollment strategies for better conversions
Why guess when data can lead the way? With advanced analytics, universities can track engagement, demographics, and even application patterns, fine-tuning their enrollment strategies to attract the right students and boost conversions effortlessly.
Know about Creatrix student recruitment strategies to adapt and grow
Creatrix Campus’s Student Recruitment Software has opened new doors for several universities across the globe and added value to their recruiting efforts. If you wish to know the secret of how we do it, contact our team now.
Student retention is one of the most critical challenges faced by colleges and universities. While recruitment is essential to maintaining a thriving institution, keeping students engaged and enrolled until they complete their programs is just as vital. Why is that?
High dropout rates can impact institutional reputation, funding, and overall student satisfaction. As an education marketer, ask yourself: how can you create an experience that ensures students feel supported and motivated to stay the course? You’re in luck because today, we’re discussing the answer to this question at length.
Understanding the factors contributing to student retention in higher education is the first step toward building effective marketing strategies that help students persist through their academic journey. From engagement initiatives to personalized support systems, there are various approaches you can take to increase student retention and position your institution as one that truly cares about student success. Let’s explore ten of them together!
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Understanding Retention Marketing
What is retention marketing? Retention marketing is the strategic use of targeted campaigns, communication, and engagement initiatives that keep current students enrolled and actively involved in their educational journey. Unlike traditional marketing, which focuses on acquiring new students, retention marketing is about maintaining student satisfaction and addressing concerns before they result in attrition.
Investing in retention marketing helps schools build stronger student relationships, providing the necessary support to ensure academic persistence. Now let us explore key college student retention strategies to incorporate into your marketing plan.
Source: HEM
1. Personalizing Communication to Address Individual Student Needs
One of the most effective ways to retain students is through personalized communication. Today’s students expect tailored messaging that speaks directly to their needs, challenges, and aspirations.
Automated email campaigns, segmented messaging, and personalized advising can go a long way in making students feel seen and heard. Implementing AI-driven chatbots and predictive analytics can help anticipate student concerns before they escalate, allowing your institution to intervene at critical moments.
2. Creating a Strong Sense of Community and Belonging
Feeling connected to a campus community is a key driver of student success. Institutions that foster a sense of belonging through student organizations, mentorship programs, and social events tend to see higher levels of college student retention.
Marketing teams can contribute by showcasing stories of engaged students and alumni, creating social media groups, and facilitating virtual and in-person networking opportunities that keep students feeling involved.
Example:Here, Nichol’s College demonstrates its commitment to student belonging with a dedicated Instagram for making its current students feel at home. In addition to fostering belonging in your classrooms, clubs, and offices, to improve retention through your digital marketing efforts, it’s essential to champion each student’s role as a valued member of your community in posts and site content.
Source: Nichols College | Instagram
3. Offering Robust Academic Support Services
Academic challenges are one of the leading reasons students drop out. By promoting tutoring centers, academic coaching, and faculty office hours, your institution can reinforce its commitment to student success. Marketing these services effectively ensures students know where to get help when needed. Outreach campaigns can highlight real student success stories, demonstrating the impact of these resources.
Beyond traditional support, schools can integrate technology-driven solutions such as virtual tutoring and on-demand academic workshops. Proactively reaching out to students who show signs of struggling, such as declining grades or low attendance, can also prevent academic disengagement.
Additionally, faculty can offer structured study groups or mentoring programs to ensure students receive guidance outside of class hours. By fostering a strong academic support network, institutions can significantly improve student persistence and overall satisfaction.
Example: Discover the robust academic support system available to students at UC Berkeley. On their website, they make it clear that they are committed to meeting the learning needs of every student. Below, you’ll see an array of academic resources tailored to different subgroups of the Berkeley student body. Low-income, underrepresented, first-generation, and students with disabilities are acknowledged and supported to reach their full potential.
Source: UC Berkeley
In addition, UC Berkeley leverages technology to serve its students through the AIM platform, specifically tailored to learners with disabilities. AIM, pictured at the bottom, is an accessible Student Information System designed to facilitate communication between students and faculty, streamline the process of requesting accommodations, and centralize the management of their information.
To boost retention, make sure students know how you support their learning. Make it as convenient and inclusive as possible for students to access your resources.
4. Providing Career Development Opportunities Early On
Students often enroll in college with long-term career aspirations in mind, yet many feel uncertain about how to achieve their goals. By integrating career services from day one, schools can help students see a clear pathway from education to employment. Internship programs, networking events, and job placement support should be at the forefront of marketing efforts. When students perceive that their investment in education will lead to tangible career outcomes, they are more likely to persist.
To enhance engagement, institutions should provide hands-on career workshops, alumni networking events, and mentorship opportunities that connect students with professionals in their fields of interest. Career counselors can conduct personalized career assessments to help students identify potential career paths that align with their strengths and interests.
Additionally, integrating career-focused coursework, such as resume-building sessions and mock interviews, can help students feel more confident about their job prospects post-graduation. Schools that establish strong employer partnerships can also facilitate job placement programs, internships, and co-op opportunities that give students real-world experience while still in school, reinforcing their motivation to stay enrolled and complete their studies.
Example:In this video, AAPS, an institution that mainly appeals to graduate students who are focused on starting or developing their careers, markets its career services which include: access to career and employment experts, resume writing support, and interview workshops.
Source: Academy of Applied Pharmaceutical Sciences | YouTube
Their marketing shows how effective the career services at AAPS are, citing their 100% employer satisfaction rate and a solid 88% graduation rate. As you promote your career services, be sure to provide tangible results because that’s what your prospects and current students are looking for.
5. Focus on Student Engagement Initiatives
Student engagement plays a crucial role in student retention, as engaged students are more likely to complete their programs and feel a strong connection to their institution. Schools must take proactive steps to foster engagement through meaningful initiatives that encourage academic, social, and extracurricular involvement.
One way to drive engagement is by creating dynamic student events, such as leadership workshops, cultural festivals, and career networking opportunities. These events provide students with valuable connections, skills, and a greater sense of belonging, reducing feelings of isolation and disengagement.
Another highly effective strategy is gamification, where game design elements, such as rewards, leaderboards, and challenges, are integrated into academic and extracurricular activities. For instance, you could introduce a points-based system that rewards students for attending classes, participating in discussions, or completing extra-curricular workshops.
Social media engagement is another powerful tool. Schools can create dedicated student communities on platforms like Discord, LinkedIn, or Instagram where students can connect, share experiences, and support one another. Institutions that regularly post interactive content, student highlights, and live Q&A sessions see stronger student participation.
Additionally, peer mentorship programs help students build support networks that enhance their academic and personal experiences. New students, especially freshmen, often struggle with the transition to college life. Pairing them with experienced peers who can guide them through academic and social challenges creates a sense of stability and reassurance, leading to increased persistence.
Finally, experiential learning opportunities, such as service-learning projects, research collaborations, and internships, allow students to see the real-world value of their education. When students feel that their coursework directly impacts their future career prospects, they are more likely to remain engaged and committed to completing their studies.
Example: As part of their Student Life Program, the University of Toronto offers Mentorship and Peer Programs to increase student engagement, keeping them invested in both their studies and social lives at U of T, in turn, supporting student retention. In this video, they make the voices of their student body heard, allowing them to express just how the Mentorship and Peer Support programs at U of T have impacted their education. When promoting your student engagement initiatives, try to leverage student testimonials for better relatability and credibility.
Source: U of T Student Life | YouTube
6. Utilizing Data-Driven Insights to Address Student Challenges
Predictive analytics and student data tracking allow institutions to identify at-risk students and intervene early. By analyzing factors such as attendance, engagement levels, and academic performance, schools can proactively reach out to students who may be struggling. Automated alerts and personalized advising sessions ensure students receive timely support tailored to their individual needs.
In addition to tracking academic performance, you can use data insights to improve curriculum design and support services. For example, if a large number of students are struggling with a specific course, faculty can adjust the syllabus, provide supplemental learning materials, or offer additional tutoring sessions.
Schools can also analyze patterns of student engagement in extracurricular activities and campus events to determine what initiatives are most effective in fostering a sense of community. By using data to refine support systems continuously, institutions can create a proactive, student-centric approach that minimizes dropouts and maximizes success.
7. Enhancing Financial Aid Awareness and Support
Financial difficulties are one of the biggest reasons students leave college before completing their programs. Many students are unaware of the full range of financial aid options available. Your school’s marketing team can provide students access to vital scholarships, grants, and payment plans. Institutions should regularly communicate financial aid opportunities through social media, email campaigns, and student portals to alleviate financial stress and keep students enrolled.
Example: Unfortunately, many students leave their education behind due to their financial situations. Surely, some of these students are unaware of the financial assistance options available to them. To boost student retention, let your community know you can help them invest in their futures. Here, Queen Beauty Institute promotes its financial aid programs on social media, letting students know that support is available should they need it.
Source: Queen Beauty Institute Instagram
8. Promoting a Flexible and Inclusive Learning Environment
Flexibility is key to student retention in higher education, particularly for non-traditional students balancing work, family, and school. Online learning options, hybrid models, and asynchronous coursework can make higher education more accessible. Schools should highlight these flexible learning opportunities in their marketing materials, emphasizing how they accommodate diverse student needs and lifestyles.
In addition to offering different learning formats, you can provide adaptive scheduling options that allow students to select courses that fit their personal and professional commitments. Some colleges have introduced weekend or evening classes to serve students with full-time jobs or family obligations. Additionally, having a robust support system for online students, such as virtual study groups, 24/7 tech support, and faculty office hours, ensures they receive the same level of engagement as in-person learners.
Another important aspect of fostering inclusivity is providing accessible resources for students with disabilities. Ensuring that digital learning platforms are compatible with screen readers, offering captioned lecture videos, and creating inclusive classroom environments can greatly enhance the learning experience. You can also implement specialized advising services to assist students in navigating academic and personal challenges, further reinforcing your commitment to diversity and inclusion.
Example:Here, the Academy of Learning Career College introduces students to its Integrated Learning System, an educational resource designed to put students “in the driver’s seat of their learning experience”. It fosters flexibility and was created with many learning styles and neurodiversity in mind. Make it known how your school aims to meet students where they are.
Source: The Academy of Learning Career College | YouTube
9. Encouraging Faculty-Student Engagement
Professors play a crucial role in retaining students. Meaningful connections between students and faculty members can significantly impact a student’s decision to persist in their studies. Your marketing team can facilitate this by spotlighting faculty members in newsletters, creating video content featuring faculty mentorship stories, and promoting faculty office hours as a key resource.
Institutions can also encourage faculty to take an active role in student success by implementing early intervention programs. If a professor notices a student struggling, they can reach out with personalized support or recommend tutoring services. Additionally, fostering a culture of open communication through regular check-ins, discussion forums, and one-on-one mentorship opportunities helps build trust and rapport between faculty and students.
Another approach is incorporating faculty-led engagement opportunities such as research projects, community outreach programs, and interdisciplinary collaborations. When students work closely with faculty on meaningful academic projects, they feel more invested in their studies and are less likely to disengage. Schools that promote faculty involvement as a cornerstone of student support will see stronger connections, higher levels of academic motivation, and improved retention rates.
10. Establishing Clear Pathways for Student Success
Students are more likely to stay enrolled when they clearly understand their academic roadmap. Schools should provide structured academic pathways, regular progress check-ins, and advising support to help students navigate their journey efficiently. Marketing teams can assist by crafting student success stories highlighting how structured pathways have helped past students graduate on time and achieve their goals.
In addition to offering clear course sequences, institutions can provide academic planning workshops that help students map out their degree completion plan. Schools should also ensure that students have easy access to academic advisors who can guide them in selecting courses aligned with their career goals. By integrating digital tools such as degree audit software, students can track their progress and receive real-time updates on their academic standing.
Offering flexible course options, such as summer sessions or online alternatives, can further help students stay on track and avoid delays in graduation. When students feel they are making steady progress, they are more likely to stay motivated and complete their degrees successfully.
How to Improve Student Retention With a Comprehensive Marketing Strategy
How to improve student retention? A comprehensive marketing strategy should involve consistent engagement with students through multiple touchpoints, addressing common concerns before they lead to dropout. By implementing strategic communication, financial aid awareness, community-building initiatives, and academic support, you can foster an environment where students feel valued and encouraged to complete their education.
At Higher Education Marketing, we specialize in crafting tailored marketing strategies that attract students and keep them engaged throughout their academic journey. HEM specializes in student retention strategies that drive measurable success. Let’s craft a marketing plan that keeps students engaged from enrolment to graduation. that fosters long-term student success.
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Frequently Asked Questions
Question: What is retention marketing?
Answer: Retention marketing is the strategic use of targeted campaigns, communication, and engagement initiatives that keep current students enrolled and actively involved in their educational journey.
Question: How to improve student retention?
Answer: A comprehensive marketing strategy should involve consistent engagement with students through multiple touchpoints, addressing common concerns before they lead to dropout. By implementing strategic communication, financial aid awareness, community-building initiatives, and academic support, you can foster an environment where students feel valued and encouraged to complete their education.
Marketing your summer camp successfully requires a well-rounded approach integrating digital strategies to maximize reach and engagement. With families and students searching online for the perfect summer experience, schools must stay ahead of the competition by adopting fresh, innovative methods.
This blog explores ten of the best summer camp marketing strategies to ensure your program stands out.
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1. Leverage Content Marketing to Build Trust and Authority
You’ve probably heard this before, but we’ll say it again: Content is king! One of the most effective ways to promote your summer camp is by creating blog posts, videos, and articles about the benefits of attending your camp. This helps engage prospective attendees and parents. Highlight success stories, showcase daily camp activities, and provide insights into what makes your program unique.
The first step to creating an effective summer content marketing campaign is choosing what platforms to use. You might be wondering, “Where can I promote my summer camp?” The best places include social media sites like Facebook, Instagram, and TikTok, as well as Google Ads and YouTube for targeted paid campaigns.
Local community websites, parenting blogs, and school newsletters are effective promotional channels. Focus on building credibility and encouraging trust among parents evaluating different options.
Example:Here is a simple way to garner interest in your summer camp program. Visual Arts Mississauga posts a video of the activities they provide, including studio and outdoor creative activities, a variety of themes (a new one each week), and special guests. Try filming a few brief snippets of your daily camp activities and list some of your campers’ favorite things about the experience. With minimal editing and some upbeat music, you can certainly catch the attention of a parent searching for a positive camp experience for their child. It worked for Visual Arts Mississauga!
As you can see in the comments, a parent inquired for pricing information. The great thing about social media platforms like TikTok? You can answer questions directly. Don’t forget to obtain permission from parents and campers before posting them.
Source: Visual Arts Mississauga | TikTok
2. Optimize Your Website for Search Engines
If your website isn’t optimized for search engines, you’re missing a significant number of potential campers. Search Engine Optimization (SEO) ensures that your summer camp appears when families search for programs online. By enhancing your site’s structure, improving page speed, and using long-tail keywords like “summer camp programs in (insert your location here),” you can improve visibility.
To further enhance visibility, you should optimize your summer camp program pages by structuring them with clear headings, engaging descriptions, and high-quality images of camp activities. Adding frequently asked questions (FAQs) to the page improves user experience and provides quick answers to common inquiries.
Internal linking to other relevant pages, such as registration forms or blog posts, boosts SEO by keeping visitors engaged. Additionally, integrating schema markup allows search engines to understand the content better, increasing the chances of appearing in featured snippets.
Example: This is what an FAQ section could look like on your camp landing page. Adding structured data to your FAQs increases the likelihood of appearing as a featured snippet on search engines. Be sure to use conversational language to optimize for voice search results. Don’t forget to leverage your FAQs for content planning. This is a great way to add value for site visitors – providing the answers they’re searching for in detail in more detail.
Source: Kustermans
3. Create a Strong Social Media Presence
Beyond posting regularly, an effective social media strategy involves using platform-specific features to maximize engagement. Instagram Stories and Reels allow you to share real-time updates, camper testimonials, and behind-the-scenes glimpses of camp life.
Facebook Groups can build a community of returning campers and interested parents, fostering discussion and sharing updates. TikTok offers a creative space to showcase fun camp activities through short, engaging videos that appeal to younger audiences.
Additionally, paid social media advertising is a great way to extend your reach. By running targeted ad campaigns on platforms like Facebook and Instagram, you can ensure your summer camp marketing efforts reach families actively looking for programs.
Geo-targeting and interest-based targeting allow you to refine your audience, ensuring your ads reach parents who are most likely to enroll their children. Running contests and giveaways on social media can also increase engagement and word-of-mouth promotion as parents and campers share your content with their networks.
Example:Here, Western University uses its active Facebook page to maintain a strong presence, notify parents of important dates, build anticipation for the summer, and show off all of the fun activities in store. Their page features consistent branding setting them apart from other school summer camps.
Source: Sport Western Summer Camp | Facebook
4. Utilize Email Marketing Campaigns
Email marketing remains a powerful tool for reaching prospective campers and their families. Sending out newsletters with enrolment updates, discounts, and testimonials keeps your audience informed and engaged.
An effective email marketing strategy involves segmentation, where prospective families are grouped based on their engagement levels, preferences, and past interactions. You can ensure that each recipient receives relevant messaging by tailoring content to different segments, such as new inquiries, returning campers, and families who haven’t yet completed registration.
Drip email campaigns are particularly valuable for nurturing leads. These automated sequences gradually provide information about your camp, from program details to testimonials, making it easier for parents to commit. Additionally, incorporating visually appealing emails with compelling subject lines improves open rates and engagement.
5. Targeted Digital Advertising Campaigns
Traditional advertising is still effective, relevant, and part of a well-rounded marketing campaign. “How do I advertise my summer camp?” you ask. To advertise your summer camp using targeted ads, leverage platforms like Google Ads, Facebook, and Instagram to target parents actively searching for summer programs. By utilizing geo-targeting, interest-based segmentation, and retargeting campaigns, you can maximize ad visibility, drive inquiries, and increase enrolment conversions efficiently.
Google Ads enables your summer camp to appear at the top of search results when parents look for camp programs, increasing visibility. Running display ads and retargeting campaigns ensures that those who have previously visited your website are reminded of your offerings, improving conversion rates. Additionally, YouTube Ads allow you to showcase engaging video content of camp activities, testimonials, and program highlights to attract more interest.
Facebook and Instagram Ads offer detailed audience segmentation tools, allowing you to reach parents based on location, interests, and browsing behavior. Carousel, video, and story ads create immersive experiences that engage prospective campers and their families. To further boost engagement, A/B testing different ad creatives and copy variations helps refine messaging to determine what resonates best with your audience.
A/B testing involves creating multiple versions of an advertisement, landing page, or email to determine which version performs best. In digital advertising, A/B testing can compare different ad headlines, images, calls to action, and audience targeting strategies.
Advertisers can analyze performance metrics such as click-through rates (CTR), conversion rates, and engagement levels by running multiple variations simultaneously. The winning version can then be scaled for maximum impact, ensuring your budget is allocated to the most effective ad variations.
Example: When you invest in YouTube ads like the one pictured below, you can show up at the top of the platform’s summer camp search results and greatly expand your reach.
Source: YouTube
6. Encourage Camper and Parent Testimonials
Word-of-mouth remains a powerful marketing tool. Encouraging past campers and their parents to leave reviews on Google, Facebook, and your website adds credibility to your program. Video testimonials are particularly effective at providing an authentic look into the camp experience. Families researching camps trust peer reviews, and showcasing positive experiences helps establish trust and attract new registrations.
Example:Encourage happy campers to leave high-value testimonials highlighting how your program has positivly impacted their lives. The two pictured below are excellent examples of moving word-of-mouth endorsements that improve your program’s public reception and potentially incite desired action.
Source: Double H Ranch
7. Develop an Ambassador Program
Leveraging past campers as ambassadors can create a community-driven summer camp marketing effect that builds long-term brand loyalty. Encouraging past attendees to share their experiences and recommend your camp to friends and family fosters authentic promotion.
One of the most effective approaches is a structured referral program, where returning campers receive discounts or perks when they bring a friend. Offering rewards such as camp merchandise, VIP experiences, or exclusive access to special activities can further incentivize participation.
When working with minors as ambassadors, schools should obtain parental consent, follow child privacy regulations such as COPPA, and ensure that all promotional activities align with ethical guidelines to protect student identity and well-being.
Beyond peer referrals, partnering with local influencers, parenting bloggers, and community leaders can significantly amplify your reach. Inviting these ambassadors to visit your camp, create content, and share their experiences with their followers can increase visibility among parents searching for reputable programs. Providing them with branded hashtags, social media templates, and storytelling prompts ensures consistent and compelling messaging.
To sustain engagement, camps should maintain an ongoing relationship with ambassadors by featuring them in newsletters, social media posts, and alumni spotlights. Creating private groups or online communities for ambassadors fosters a sense of belonging and motivates them to continue advocating for your camp. Implementing an easy-to-use referral tracking system helps measure success and refine strategies for maximum impact.
8. Highlight Your Camp’s Unique Selling Points (USPS)
In a competitive summer camp market, it is crucial to clearly define and communicate your camp’s unique selling points (USPs) to stand out from the rest. Parents and campers have many choices, so highlighting what makes your camp different will help you attract the right audience and increase enrolment.
A USP is a distinct feature or quality that sets your camp apart. To effectively market your camp, you must identify and promote these features across your website, social media, and advertising campaigns. Below are some strong examples of USPs that summer camps can highlight:
Specialized Programs
Small Camper-to-Counselor Ratio
Exclusive Locations
Highly Qualified Staff
Customizable Camp Experiences
Unique Themes or Storylines
Exclusive Partnerships
All-Inclusive Pricing and Amenities
Once you’ve identified your USPs, ensure they are featured prominently on your website homepage, camp brochures, social media posts, and digital advertising. Use testimonials from past campers and parents to reinforce the uniqueness of your offerings.
Example: The School of Magic is unique because of its emphasis on connecting with nature and developing real-world skills. Those unique selling points are evident in the Instagram post below. What sets your summer camp program apart?
Source: The School of Magic
9. Partner With Schools and Community Organizations
Collaborating with schools and local community centers broadens your marketing reach. Schools can distribute flyers and email newsletters promoting your camp, while community organizations can help you reach families looking for summer activities. Building partnerships with educational institutions ensures that your camp gains credibility and visibility in trusted spaces where families make enrolment decisions. Create a buzz around any partnerships in your content across various platforms.
Example: On its website, the Canadian Adventure Camp has a tab called Memberships and Partnerships. There, they list and explain their collaborations and community involvement, showcasing how they add value for campers, families, and those in need. If you’re collaborating with any organization or if you’re involved in charity work, be sure to highlight how you make a difference!
Source: Canadian Adventure Camp
10. Optimize Your Camp’s Mobile Experience
With more parents researching and booking camps on their smartphones, having a mobile-optimized digital presence is essential. A slow or non-responsive website can drive potential campers away, leading to lost enrolment opportunities. To ensure a seamless mobile experience, camps should prioritize mobile usability in all aspects of their digital marketing strategy.
Responsive web design is the foundation of a successful mobile experience. Your website should automatically adjust to different screen sizes, ensuring readers can easily browse your camp’s programs, pricing, and enrolment details on any device. Without this adaptability, parents may abandon their search in favor of a competitor with a more mobile-friendly platform.
Fast load times are another critical factor. If a webpage takes too long to load, parents may become frustrated and leave before completing the registration process. Optimizing images, minimizing unnecessary code, and leveraging browser caching can significantly improve site speed. Google prioritizes fast-loading websites in search results, meaning that a well-optimized mobile site can enhance your summer camp advertisement efforts by increasing visibility in search rankings.
Once a parent arrives on your site, easy navigation and registration are essential. Mobile users should be able to access key pages; such as program descriptions, schedules, and pricing, within a few taps. Registration forms should be concise, requiring only necessary information, and offer autofill features to streamline the process.
Providing click-to-call and chat features offers immediate communication options for parents with questions. A simple button allowing users to call directly from their mobile device or engage in a live chat session with a representative can make a huge difference in converting inquiries into sign-ups. Chatbots can also be used for quick responses outside of business hours, ensuring prospective campers receive the information they need when they need it.
Finally, mobile-friendly payment options make transactions seamless. Integrating secure, one-click payment solutions like Apple Pay, Google Pay, or PayPal can speed up registration and reduce drop-offs. Parents should be able to complete payment without switching devices or navigating through a complex checkout system.
Boost Your Camp Enrolment Today!
Marketing a summer camp successfully requires a well-rounded, strategic approach that meets parents and campers where they are—online! By leveraging SEO, content marketing, social media, email campaigns, paid advertising, and mobile optimization, you can increase visibility, boost engagement, and ultimately drive more enrolments. Highlighting your camp’s unique selling points, developing a strong ambassador program, and ensuring a seamless mobile experience will set your camp apart in a competitive market.
With the right mix of digital marketing techniques, your summer camp can attract the right audience and maximize registrations year after year. Whether refining your summer camp advertisement strategy, improving your website, or launching targeted ad campaigns, a data-driven approach ensures long-term success.
At Higher Education Marketing, we specialize in helping camps and educational institutions implement proven digital marketing strategies that deliver results. If you’re ready to take your summer camp marketing to the next level, reach out to us today to learn how we can help you achieve your enrolment goals.
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