Marketing Strategies For Universities: Attracting Students

Marketing a university to students is a challenging task, given the amount of media that prospective students are exposed to on a daily basis. However, understanding their expectations and online behaviour can help universities tailor their marketing strategies to meet the needs of their target student population. This includes the use of social media platforms, email marketing, video content, and user-generated content. Additionally, defining the university's brand and identity is crucial for making meaningful connections with prospective students. Universities can also benefit from targeted market research and specialised marketing agencies to enhance their marketing campaigns and increase enrolment rates.

Understand your target audience and their journey

To market a university to students effectively, understanding your target audience and their journey is paramount. This entails conducting targeted market research to gain insights into the demographics, preferences, needs, and behaviours of prospective students. Here are some strategies to help you achieve that:

Identify Your Target Student Segment

Recognise that not all potential students are teenagers. According to EDI data, 24% of college enrollees are over 25, and 16% are over 30. Adult students have different priorities and considerations, such as financial aid and scholarships, and often have busier schedules. Tailor your marketing messages and channels accordingly.

Understand Their Decision-Making Journey

Prospective students typically seek advice from multiple sources, including college counsellors, friends, family, online content, college visits, and marketing materials. Map out the touchpoints and channels that influence their decisions to ensure your marketing efforts reach these key influencers and decision-makers.

Embrace Digital Channels

Today's college students are digital natives who have grown up with the internet. They are media-savvy and constantly engaged with social media, online forums, and digital content. Embrace digital marketing strategies, including a robust online presence and engaging content, to connect with this audience effectively.

Authenticity is Key

Gen Z, the primary target for university marketing, values authenticity. They can easily discern staged or stock photos and generic marketing tactics. Showcase real student experiences through testimonials, blog posts, and social media takeovers. Ensure your marketing messages are honest and valuable, and aligned with the values of this generation.

Leverage Video Content

Video content is highly favoured by prospective students as it provides a glimpse into university life. Integrate videos into your website and social media platforms to showcase campus happenings, lectures, student activities, and unique traditions. Live streaming and live cams can offer a compelling "drop-in" experience, allowing students to visualise themselves at your university.

By understanding your target audience and their journey, you can craft marketing messages and select channels that resonate with prospective students, ultimately increasing your university's appeal and enrolment rates.

Develop a strong brand identity

Developing a strong brand identity is crucial for a university's marketing strategy. A brand is more than just a logo or a slogan; it encompasses the entire experience and values that the university wishes to convey to prospective students.

Firstly, it is essential to define the university's brand image and establish how it wants to be perceived. This involves determining the unique qualities and characteristics that set the university apart from others. For example, Stanford University's brand emphasizes curiosity, engagement, and diversity, creating an image of a community of intellectually curious people.

Secondly, consistency in branding across different mediums is vital. The 'voice' of the university should be consistent, whether it is on a billboard, a website, or social media. Inconsistent branding across platforms can create confusion and make the university seem disjointed.

Additionally, understanding the target audience is crucial. Universities should research and analyze current trends in student recruitment and the specific groups of prospective students they wish to attract. This includes considering the different types of students, such as traditional students, adult learners, or those with diverse backgrounds. By understanding their needs, goals, and values, universities can tailor their brand identity to resonate with their target audience.

Furthermore, user-generated content and peer-to-peer communication are powerful tools for strengthening brand identity. Encouraging current students to share their experiences and stories through blog posts, testimonials, and social media takeovers provides an authentic perspective on what it is like to be a student at the university. This can help prospective students envision themselves at the university and make a meaningful connection with the brand.

Lastly, it is essential to monitor and analyze the results of branding efforts. By tracking key performance indicators, such as website analytics, social media engagement, and application rates, universities can refine and improve their brand identity over time. This iterative process ensures that the brand remains relevant and effective in attracting the desired student population.

By following these steps, universities can develop a strong brand identity that effectively communicates their unique value proposition to prospective students, ultimately increasing enrollment and fostering a positive institutional image.

Utilise social media and user-generated content

Social media is an essential tool for universities to market themselves to students. It is a great way to establish brand awareness, brand loyalty, and relationships with students. It can also be used as a recruitment tool, a way to share announcements, and a method to build a community.

When utilising social media, it is important to define broad goals. For example, is the goal to recruit and retain students? If so, an action step could be to build relationships with current and prospective students by engaging more consistently on social media. This can be done by replying to comments, retweeting, and sharing student posts. It is also important to meet students where they are, both physically and generationally. For example, Instagram is the leading platform for Gen Z in terms of daily usage, so it is a good choice for universities to embrace. In contrast, LinkedIn may not be the best platform for recruiting undergraduates, but it could be ideal for recruiting instructors or marketing continuing education programs.

To create an effective social media strategy, it is important to understand the demographics of the target audience. For example, consider the age range, gender, location, occupation, education level, and interests of the students you are trying to reach. This will allow you to tailor your messages and choose the most appropriate platforms.

User-generated content (UGC) is a powerful tool for universities to utilise in their social media marketing. UGC is content created by students that showcases their positive experiences with the university brand. It can include photos, videos, or testimonials. UGC is effective because it displays authentic experiences from real students and increases engagement on social media platforms. To encourage UGC, universities can create unique hashtags for students to use when sharing university-related content. This will make it easier to find and repost user-generated content on the university's social media feeds.

Another way to utilise UGC is through social media takeovers, where current students are given control of the university's social media accounts, such as Instagram Stories, to answer questions and provide insights to prospective students. This allows prospective students to see themselves in the content and relate to the students sharing their experiences. Additionally, universities can encourage students to share photos of acceptance letters, sporting events, campus activities, and other university-related content to showcase the student experience.

Implement video and visual content

Video and visual content are essential components of student recruitment strategies. They are highly effective in engaging and building an audience, inspiring prospective students to apply while learning about the university and its academic programs. Videos and visuals can showcase the campus environment, making it more relatable and attractive to prospective students and their families.

Campus Tour Videos

Create campus tour videos to give prospective students a virtual experience of the institution. Focus on clear visuals, a well-organized script, and upbeat background music. Use drone footage and on-the-ground clips to enhance the visual appeal. Include a student guide or narrator to provide a relatable perspective. For example, the University of Oregon created a virtual campus tour with aerial shots and student guides, showcasing its scenic campus and attracting more out-of-state applications.

Day in the Life Videos

Produce videos that capture small moments across campus, such as "A Day in the Life of a Student," to give viewers an authentic preview of university life. These videos can feel unscripted and provide genuine insights into daily student experiences. Collaborate with student ambassadors who can offer honest perspectives on campus culture and academic life.

Student Hacks

Create videos with practical tips for students, such as cheap recipe ideas, budgeting advice, and study techniques. These types of videos demonstrate your university's understanding of undergraduate life and are highly shareable on social media platforms like YouTube and TikTok. They make your university appear more inviting and accessible to prospective students.

Admission Videos

Produce videos that outline the application process, answer frequently asked questions, and provide step-by-step visuals of the process. For example, Arizona State University created a video outlining its scholarship opportunities and financial aid application process, making it easier for students to apply for financial aid. These videos can streamline the application journey, reducing errors and increasing completed applications.

Subject Films

Develop unique and visually appealing videos for specific subjects or courses. For instance, the University of Hertfordshire created a subject film for its Politics and International Relations course, showcasing two students achieving great things in the future thanks to their time at the university. The video had a futuristic theme, strong cinematic references, and an intriguing storyline, setting it apart from other marketing materials.

Social Media Presence

Build a strong presence on social media platforms such as Instagram, YouTube, and TikTok, as these are frequently used by students. Design your video content to be shareable, engaging, and appealing to your target audience. Encourage user-generated content by inviting students and alumni to share their experiences, photos, and testimonials. Collaborate with student influencers or alumni with strong social media followings to promote your programs and events to their networks.

Leverage email marketing with personalised content

Email marketing is a powerful tool for universities and colleges to connect with prospective students and promote their offerings. With students spending several hours online daily, understanding how they interact with digital technology is crucial for effective marketing. Emails are a preferred mode of communication for students, with 89% of upper-grade high schoolers opening emails from universities and colleges.

To leverage email marketing, universities must focus on providing value, such as sharing insightful articles, highlighting events, and showcasing student success stories. Emails with a clear call to action and a sense of urgency are more effective. For instance, phrases like "Register Now!" or "Deadline Approaching" urge recipients to take immediate action.

Personalised content is key to capturing students' attention. Beyond addressing students by name, it involves understanding their interests and tailoring messages accordingly. Tapping into relevant data and continuously evaluating email performance metrics, such as open rates and conversion rates, can help universities refine their strategies. Segmenting the email list based on characteristics and interests is a great way to target specific audiences. For example, the University of Waterloo sent an email customised for prospects in the early stages of enrolment, introducing the university and explaining the application process.

Visual components, such as images, graphics, and videos, enhance the effectiveness of emails. Emails with personalised video content improve attention, retention, and conversion rates. For instance, the University of North Carolina's homepage features stunning footage from student performances, giving prospective students a glimpse into campus life. Universities should also ensure that their emails are mobile-friendly, with a responsive layout that adapts to various screen sizes, as students heavily rely on mobile devices for communication and information.

Frequently asked questions