7 Keys to Successful Higher Education Marketing

Higher education marketing is one of the most important factors in attracting potential students to your institution. The right approach can help you stand out from the competition and ensure that you attract the most qualified applicants.

Branding and Identity

Developing a strong, unique brand can be a challenge for many post-secondary institutions, particularly in the face of increased competition. However, a well-defined identity can make it easier to communicate your school’s values and mission to prospective students.

Content Is King

Creating high-quality, engaging content is an essential component of any marketing strategy and can be used across traditional and digital channels. This can include everything from social media posts to video content and more.

Unified Communications

Alignment of all higher education marketing and communication departments is critical to achieving success in today’s environment. This requires a fully developed support service that brings staff together from different departments to learn best practices and deliver brand messages in the most effective way possible.

While it can be difficult to achieve, it’s well worth the effort. The unified approach can help you build a consistent brand message, voice and tone that is recognizable to your audience across all digital platforms.


Personalized messaging is the key to connecting with your target audience and improving conversion rates. This can be done by combining data and insights with your messaging to make sure that you’re connecting with the right people at the right time.

A personalized approach to higher education marketing can also help you improve your campus visit numbers by directing prospective students towards specific events and experiences on campus that will appeal to them. This can be as simple as a student-led event that provides an opportunity for them to experience the culture, get to know their peers and meet the faculty.

Retargeting on Social Media

Facebook is a great platform for retargeting your college or university’s advertising campaigns and getting your brand in front of new audiences. This can be done through targeting based on language, interest, location or behavior.

Online Video Ads

Almost every social platform now allows short-form video content, which can be a great addition to your college’s overall advertising campaign. These ads can be used to promote your school’s curriculum, student achievements and more.

Email is another key element of a successful higher education marketing strategy and can be used for all kinds of purposes including campus-wide campaigns, fundraising, alumni outreach or more targeted emailing to specific groups within your school. This can be done with the use of automated email software or by using a manual approach to email creation.

Retargeting on Social Media

The best way to get your college or university’s branding in front of potential students is through retargeting on social media. This is a powerful method of promoting your school to students who have shown an interest in your brand by clicking on your website or mentioning you on social media. This can help you increase traffic to your site, boost brand awareness and encourage students to apply for a spot on your waitlist.