8 Critical Admissions Marketing Strategies to Boost Student Enrollment for Colleges
In the challenging landscape of higher education, institutions are under pressure to craft compelling messages about their academic programs and drive enrollment figures upwards. Data indicate declining enrollment rates, especially at community colleges, so higher education faces a tough battle.
So, how can admissions teams stand out and succeed in this competitive environment?
The answer lies in innovative and personalized admissions marketing strategies. Below, we'll explore essential tactics to revolutionize college enrollment, including the often-overlooked opportunity of place-based advertising at high schools.
What is Enrollment Marketing?
Enrollment marketing refers to the specific strategies and tactics used by educational institutions, particularly colleges and universities, to attract, engage, and enroll prospective students. This type of marketing focuses on showcasing the institution's unique features, academic programs, campus life, and overall value proposition to potential students and their families. The goal is to increase the number of applications and attract students who are the best fit for the institution, thereby improving enrollment quality and retention rates.
Critical Strategies for Driving Student Enrollment
1. Storytelling in Marketing Campaigns
Use photos, videos, and social media posts to create narratives that allow prospective students to see themselves on your campus.
Share real student stories, experiences, and testimonials.
Share stories that showcase the campus environment, local community, and how students interact with these spaces.
Highlight day-to-day life, special events, and unique traditions on campus.
2. Place-Based Advertising at High Schools
Implement place-based advertising at high schools with in-school out-of-home (OOH) and digital out-of-home (DOOH) advertising displays.
Directly engage with high school students in the crucial phase of making college decisions.
Displays can be static or digital, depending on availability within each location.
Highlight programs, scholarships, and campus life that appeal to this age group.
High schools are filled with numerous applicants deciding which schools to attend post-graduation.
3. Leveraging User-Generated Content on Social Media
Utilize testimonials, real-life images, and feedback from current students to give prospects a genuine view of campus life.
This approach enhances the authenticity and relatability of your marketing efforts.
Use targeted social media ads to reach specific demographics.
4. Defining Detailed Personas
Create detailed profiles for target students and parents, considering their interests, demographics, and alignment with your campus offerings.
This focused approach ensures marketing efforts are directed effectively.
5. Utilizing Display Ads
Employ display ads with a mix of imagery, text, and video to increase visibility online.
Target these ads strategically for maximum impact among prospective students.
6. Establishing Retargeting Campaigns
Implement retargeting strategies to keep your brand visible to those previously engaged with your website.
These campaigns often yield higher engagement and conversion rates.
7. Optimizing for Mobile Experience
Ensure all marketing and application processes are mobile-friendly, catering to the needs of the modern, mobile-first student demographic.
A seamless mobile experience reflects positively on the institution and enhances user engagement.
8. Virtual Tours and Open Houses
Provide virtual campus tours and online open house events for those who cannot visit in person.
Use immersive technology like VR to offer a unique and engaging experience.
Host live Q&A sessions with faculty and current students during these events.
Why These Tactics Matter
Adopting these marketing strategies is crucial for admissions offices to stay current with industry best practices and appeal to digitally savvy students. They lead to higher-quality marketing materials and more vital branding, essential in addressing enrollment challenges.
How Content Marketing Can Help
Content marketing in higher education is a dynamic and powerful tool to engage prospective students and their families. It involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience — ultimately, to drive student enrollment. The key is to tailor this content to resonate with the interests, aspirations, and concerns of the target demographic, whether high school seniors, transfer students, or international applicants. Well-executed content marketing enhances the institution's visibility. It fosters a deeper connection with prospective students by giving them a genuine taste of what to expect and the unique opportunities available at the university.
Maximizing the Impact of Marketing Content with College Enrollment Marketing at High Schools
Advertising in high schools presents a unique and strategic opportunity for higher education institutions to connect directly with their primary target audience: prospective students. Using well-crafted advertisements in high schools, colleges, and universities can effectively raise awareness about their programs, campus culture, and unique selling points among teenagers at a crucial decision-making stage in their educational journey.
PlaceBased offers an exceptional network of educational displays in high schools, ensuring prominent visibility among a critical audience: students, parents, and guidance counselors.
These displays are located in areas frequented by these groups, maximizing exposure and engagement. By being present in the daily environment of high school students, PlaceBased's network not only captures the students' attention at a crucial decision-making time but also reaches parents and counselors who play pivotal roles in the educational choices of these young adults. Positioning these displays in high-traffic school areas, such as standard rooms, hallways, and near counseling offices, ensures continuous and repeated exposure, reinforcing the messaging and increasing the likelihood of meaningful interaction. This approach provides an innovative channel for disseminating information about educational opportunities, programs, and events relevant to high school students embarking on their post-secondary education journey. Learn more here.
Benefits of Modern Marketing in Higher Education
Improved ROI: Improving Return on Investment (ROI) is a critical objective in modern marketing strategies for higher education institutions. This focus on ROI is not merely about financial returns; it's also about maximizing the efficiency and effectiveness of marketing efforts to achieve broader enrollment and branding goals.
Brand Recognition: Advanced tactics elevate the institution's profile and public perception. Brand recognition is a crucial element in the modern marketing strategies of higher education institutions. Colleges and universities can distinguish themselves in a crowded educational landscape by consistently presenting a robust and positive image.
Future-Proofing: Building a solid foundation today sets the stage for the institution's future success.
Implementing these strategies, including the innovative approach of place-based advertising at high schools, can transform the way higher education institutions attract and enroll students in today's competitive environment.
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