Universities' Marketing Strategies: Targeting Students

Marketing to college students can be challenging, especially as they are often cynical towards traditional marketing methods. Gen Z students are digital natives, and are constantly online, consuming content, shopping, and engaging with peers. They value authenticity and are loyal to companies that share their values. They are also more likely to respond to word-of-mouth recommendations from their peers. This presents both opportunities and challenges for brands seeking to capture their attention. Colleges and universities use a variety of strategies to market themselves to prospective students, from touting perks and amenities to partnering with brands on student discounts.

Social media marketing

Define your goals and target audience:

Before creating a social media strategy, universities should define their goals, such as recruitment, fundraising, or student engagement. They should also identify their target audience, which may include prospective students, current students, alumni, parents, and donors. Understanding the target audience's demographics and preferences is crucial for tailoring content and choosing the right platforms.

Create a social media plan:

Universities should develop a comprehensive social media plan that aligns with their goals and audience. This includes deciding on the tone and voice to be used, creating an editorial calendar, and determining the purpose of each platform. A well-planned strategy ensures a cohesive and effective social media presence.

Utilize a variety of platforms:

Universities should leverage multiple social media platforms to reach a wider audience. Popular platforms for Gen Z students include Instagram, YouTube, Snapchat, Facebook, and Twitter. Each platform has unique characteristics and demographics, so content should be tailored accordingly. For example, Instagram and TikTok are ideal for visually appealing content, while Twitter is great for polls and questions.

Share engaging content:

Universities should focus on sharing engaging content that showcases their unique culture, history, and campus life. This can include student testimonials, campus tours, event promotions, research achievements, and updates on news and trends. Sharing accomplishments and defining characteristics of the university helps set it apart from others.

Encourage user-generated content:

Encouraging students to share their experiences and interact with the university's social media accounts adds authenticity and encourages word-of-mouth marketing. Creating unique hashtags and hosting social media takeovers are great ways to generate user-generated content. This type of content is highly effective in recruitment as it provides prospective students with a genuine insight into university life.

Collaborate with influencers and alumni:

Partnering with influencers or alumni who have a large following can help universities reach a wider audience and build trust. Alumni sharing their experiences and achievements can inspire prospective students and create a positive image of the university.

Stay responsive and engaged:

Universities should prioritize responsiveness and engagement with their audience. This includes actively responding to messages, comments, and mentions, as well as joining relevant conversations online. Social media provides an opportunity to directly connect with students and address their questions and concerns.

Leverage live events and virtual tours:

Live streaming events, Q&A sessions, and virtual campus tours can attract prospective students and enhance engagement. They provide an interactive and immersive experience, allowing students to connect with the university from anywhere in the world.

Measure and analyze performance:

Universities should track the performance of their social media posts using analytics tools. Monitoring metrics such as likes, shares, views, and video watch time helps universities understand what content resonates with their audience and make data-driven improvements.

Maintain a cohesive brand presence:

Universities should strive for a cohesive brand image and voice across all social media platforms. This includes using consistent colours, logos, and tone to reinforce brand recognition and build trust with the audience.

By implementing these strategies, universities can effectively use social media to market themselves to students, attract prospective students, enhance student engagement, and build a positive institutional image.

Creative content

Understand Your Target Audience

Get to know your target audience beyond the basic statistics. Understand their values, interests, aspirations, pain points, needs, purchasing habits, and mindsets. This will help you create content that resonates with them and addresses their specific needs and concerns.

Choose the Right Medium

College students are active across various digital platforms, including social media, streaming services, and mobile apps. Identify the platforms they use most frequently and tailor your marketing efforts to those channels. For example, Instagram, TikTok, and Snapchat are popular platforms among Gen Z. Ensure your website and social media profiles are optimized for mobile, as this generation is likely to access them on their smartphones.

Creative Copywriting

When creating written content, it's important to use language that resonates with your target audience. Familiarize yourself with the latest slang, trending memes, and pop culture references used by college students. Incorporate these into your copy while also injecting your brand's personality and sense of humor. Avoid trying too hard to sound like them, as this may come across as inauthentic. Storytelling techniques, anecdotes, and user-generated content can also help evoke emotion and capture their imagination.

Interactive Content

Adopt interactive marketing approaches to capture the attention of college students. This can include gamification elements, interactive videos, user-generated content campaigns, and infographics. These strategies will help to create memorable marketing campaigns that build lasting relationships with your target audience.

Leverage Influencers and Ambassadors

Word-of-mouth marketing is powerful, especially when it comes to Gen Z. Identify student influencers or nano-influencers with a significant following and engage them as brand ambassadors. You can offer them discounts, free items, or other perks in exchange for sponsored ads or posts on their social media channels. This will help expand your reach and build trust with potential students.

Stand for Something

Gen Z expects the brands they engage with to care about the same values they do. Use your business as an opportunity to stand up for social causes that are important to this generation, such as mental health advocacy, sustainability, racial equality, or LGBTQ+ rights. Ensure your commitment to these causes is genuine and transparent, integrating them into your business practices and operations.

Engage with On-Campus Events

Integrate your marketing efforts with on-campus events. Collaborate with colleges to set up booths at fairs, sponsor events, or hang banners. You can also offer samples, coupons, or discounts to students during these events. This will help you reach your target audience directly and create a personal connection with potential students.

Student ambassadors

Gen Z, the generation that makes up a large portion of today's college students, has grown up in a world saturated with professional marketing. As a result, they are more sceptical of traditional advertising and are more likely to trust the recommendations of their peers. In fact, 92% of people say they trust their friends' recommendations over direct advertising.

When choosing student ambassadors, look for individuals who are well-connected and involved on campus, have a strong online presence, and are aligned with the university's values. It is also beneficial if they have some experience with marketing or an interest in developing their marketing skills.

There are several ways to compensate student ambassadors, including providing products, paying per post, per event, or per marketing activity.

By utilising student ambassadors, universities can effectively reach and engage prospective students, building trust and increasing brand awareness.

On-campus events

Social Media

With 90% of young adults using social media, it is essential to use these platforms to spread awareness of your event. Take promotional pictures and post them on Instagram, send out Snapchat and Facebook Live videos, and tweet daily about the event. You can also engage students by asking them to manage social media promotion for your event. Encourage students to share what they are working on via social media, as one Snapchat or Instagram post from the right student could boost awareness.

Teachers and Students

Get teachers and students involved by offering extra credit or course points for attending your event. Many General Education Humanities courses require students to attend a number of cultural events, so getting in touch with the right faculty members can help drive students to your event. Incorporate students into your event by asking them to help set up or manage the event. If students are involved, word will spread.

Entertainment

If you have the budget, hire a celebrity entertainer. Trevor Noah and Seth Meyers are examples of celebrities who have the potential to draw huge crowds because people already know their names. If you don't have the budget, consider hiring an entertainer who is famous among your target audience, such as a comedian with a dedicated fanbase but not much name recognition elsewhere. You can also generate buzz by posting videos of your entertainer on social media and spreading their name via word-of-mouth.

Freebies and Discounts

College students love free stuff, especially food. Providing free food or discounts on food can be a great way to attract students to your event. You can also offer group deals to encourage students to bring their friends.

Advertising

There are many creative ways to advertise your on-campus event. You can use sidewalk chalk to create eye-catching ads, post flyers on campus bulletin boards, or use street decals to capture students' attention. You can also use digital signage to advertise your event on screens throughout the campus. Another idea is to have a staff member or student bring their friendly pet to campus wearing an event T-shirt or use a giant cut-out of a special guest to spark curiosity.

Personalised emails

Subject Line Strategies:

Crafting a compelling subject line is crucial for personalised emails. It should align with the email's content, be honest, and create a sense of urgency. For example, "Register Now!" or "Deadline Approaching". The University of San Diego excels at this with clear and concise subject lines.

Customise Content for Prospects:

Understanding your target market is essential. Tailor your content to match the interests and needs of prospective students. For instance, new leads might want to know about programs, extracurriculars, or alumni testimonials. The University of Waterloo does this well by introducing the university and explaining the application process.

Segment Your Audience:

Divide your contacts into groups such as prospective students, current students, alumni, etc. This allows you to send relevant, targeted messages. For instance, the University of Pennsylvania includes graphics and storytelling in their emails to inspire applicants.

Dynamic Content Blocks:

Use dynamic content to automatically modify email content based on contact data. For example, one segment might read about athletic programs, while another might focus on arts programming. This saves time and ensures the right content reaches the right audience.

Mobile Optimisation:

With students often checking emails on mobile devices, optimise your emails for mobile. Use short subject lines, add preheaders, write concise content, and optimise images.

Clear and Concise Copy:

Keep the email copy clear and concise. Aim for approximately 20 lines of text or about 200 words. McGill University excels at this with clear, bullet-pointed content. Ensure your call to action (CTA) is clear, stands out, and is linked to the appropriate webpage.

Creative and Catchy Content:

While keeping it concise, add creativity to your emails to humanise your brand. Arizona State University's slogan, "Gold is going to look good on you," is a fun play on their school colours. Include infographics, testimonials, fun facts, or tips to engage prospects.

Template Designs:

Email templates can help you streamline your content and provide a consistent look and feel. Mautic by HEM offers template emails with customisation options.

Building Email Lists:

Offer downloadable brochures or embed opt-in forms to collect email addresses. Temple University uses brochure request forms effectively. You can also display pop-ups or invite students to request a call from an advisor.

Onboarding and Engagement:

Use emails to guide new admissions and explain the next steps. NYU excels at this with clear onboarding emails. You can also use emails to engage students in extracurricular activities, notify them about urgent matters, and increase their participation on campus.

Frequently asked questions