Savanna Hoffman
With rising costs and competition from alternative further education providers, universities need to be creative in their efforts to attract students. This involves modernising and moving beyond outdated marketing strategies, such as embracing social media platforms like TikTok, Instagram and LinkedIn to showcase campus life, student experiences, and the local area. Universities should also focus on engaging non-traditional students from diverse socioeconomic backgrounds, providing support services to address challenges like mental health and financial insecurity, and developing partnerships with high schools and community organisations to build awareness and smoothen the transition to university life. Additionally, alumni can play a crucial role in promoting their alma mater by sharing their experiences and highlighting the value of their education to prospective students.
| Characteristics | Values |
|---|---|
| Academic profile | Strong academic niche |
| Location | Attractive destination |
| Perks | iPad minis, meal plans, ski hills |
| Online presence | Website, social media, email marketing |
| Financial aid | Scholarships, grants, fee waivers |
| Flexibility | Online learning, weekend classes |
| Prestige | Elite institutions, low student-to-tutor ratios |
| Differentiation | Unique programs, career opportunities |
| Marketing | Brand ambassadors, infographics, webinars |
| Enrollment trends | Understanding the student population |
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What You'll Learn
Academic reputation and niche programmes
Academic reputation is paramount when it comes to attracting students to a university. Prospective students are likely to be discerning customers, and with so many institutions to choose from, universities must promote their academic profile and unique selling points to stand out.
Universities can showcase their expertise and build trust with students and their families through webinars, online lectures, and presentations. These can cover topics such as applying to college, campus life, academics, and financial aid. Additionally, universities can offer informative content, such as downloadable guides, infographics, and newsletters, in exchange for a prospective student's email address, allowing the institution to maintain communication.
A university's website is a powerful tool for branding and differentiation. It can highlight the institution's academic strengths, distinctive identity, and any niche programmes or "signature" majors it offers. For example, the Massachusetts Institute of Technology (MIT) is renowned for its rigorous academic programmes, while Yale University offers a rich and diverse experience with academic excellence and a vibrant social life.
Niche programmes can be a significant drawcard for students. For instance, Florida Institute of Technology's strong ocean engineering programme, Michigan Technological University's ski hill, and Kenyon College's leadership in the local food and sustainable farming movement all attract students with specific interests.
By focusing on their academic reputation and niche offerings, universities can attract students seeking specialised knowledge, a unique campus experience, or a particular institutional identity.
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Location and entertainment
Location is a key factor for many students when choosing a university. Prospective students may be attracted to a university in a particular geographic location, such as a central spot near attractions or vacation destinations. For example, the Florida Institute of Technology's proximity to beaches and central location in Florida, with easy access to Disney, Tampa, and Miami, is a selling point for some students. Michigan Technological University in Houghton, Michigan, markets itself as an "outdoors person's paradise" due to its ownership of a 112-acre ski hill, Mont Ripley, the snowiest ski area in the Midwest.
Universities can showcase their locations through digital marketing strategies, including social media and SEO-optimized content. By creating an active digital community, universities can showcase their city and environment, attracting students who value a specific geographic location.
Entertainment is another important aspect of attracting students. Universities offer various perks and amenities, such as gourmet dining plans, luxurious housing, and recreational opportunities. For example, High Point University in North Carolina offers a meal plan that includes dining at a steakhouse, while Kenyon College in Ohio emphasizes its reputation as a leader in the local food and sustainable farming movement.
Immersive experiences, such as overnight stays in dorms and access to campus amenities, can also showcase the entertainment and lifestyle that a university offers. Prospective students can participate in social activities and get a taste of student life, influencing their decision to enroll.
By providing a range of entertainment options and showcasing their locations effectively, universities can attract students who value these aspects in addition to academic offerings.
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$95
Online marketing and social media presence
The pandemic has shifted the entire higher education community online, with traditional recruitment activities like on-campus events, tours, and high school visits becoming virtual. As a result, the role of social media as an information source has grown, with 83% of students relying on social media channels to help them choose a college. This shift has led to a reallocation of marketing budgets, with a third of funds now dedicated to digital marketing, including social media activities.
Universities can use social media platforms such as Facebook, Instagram, Snapchat, and TikTok to market themselves to prospective students. These platforms allow universities to showcase their campuses, student life, and programs. For example, universities can use Instagram Stories and Highlights to broadcast campus activities or Q&As with student ambassadors. Additionally, universities can utilise virtual tours on platforms like Twitch, LinkedIn, and Snapchat to attract prospective students.
Social media also enables universities to directly connect with students and provide them with information about the institution. By focusing on their strengths and unique selling points, universities can attract students who are looking for specific capabilities and increase the likelihood of inquiries and applications.
Another aspect of online marketing is search engine optimization (SEO). Universities can use SEO techniques to boost their website's rankings in search engine results, ensuring that their website appears on the first page when prospective students search for relevant keywords. This helps to increase the university's online visibility and creates meaningful engagement.
Furthermore, universities can use video content to attract more website visitors and turn them into prospective students. Video marketing allows institutions to deliver their message creatively and attract a younger audience. For example, the University of Georgia used TikTok to highlight its football culture and attract like-minded students.
Overall, social media and online marketing play a crucial role in attracting students to universities, and institutions should adapt their strategies to suit the evolving digital landscape.
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Financial aid and scholarships
Many prestigious colleges have "no loans" financial aid policies, replacing loans with grants and part-time student employment. For example, Dartmouth has a Zero Parent Contribution policy, providing full-tuition scholarships with no loans for families earning less than $125,000 annually. Similarly, Yale University meets 100% of financial need without student loans, with an average need-based scholarship of $49,575 for the 2017-2018 school year. Amherst College awards $50 million in scholarships annually, and over 75% of its 2023 graduates left with no debt.
Some colleges use merit-based aid to attract strong applicants. Athletic scholarships and academic merit scholarships are sometimes awarded to highly competitive applicants, regardless of financial need.
Colleges also attract international students with financial aid packages. International students are usually ineligible for federal financial aid and typically pay out of pocket, so colleges offer substantial financial aid to recruit more. For example, the average amount given to international students for the 2023-2024 academic year was $23,800.
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Student experience and campus environment
With the intense competition in the education market, universities need to differentiate themselves to attract students. While academic programs are important, the student experience and campus environment are also key factors in a student's decision-making process.
Firstly, the campus environment can be a significant selling point for universities. This includes the location of the university and the surrounding area. For example, a university in a desirable location like Florida can highlight nearby attractions and the potential for a rich student life. Even universities in less desirable locations can enhance their campus environment by investing in state-of-the-art facilities, luxurious dormitories, and extracurricular activities.
Secondly, universities can showcase their commitment to sustainability and local produce, as seen with Kenyon College's focus on local and sustainable food options. This not only appeals to students' values but also enhances the dining experience.
Thirdly, universities can offer unique and specialized programs or degrees that cater to specific populations. For instance, Michigan Technological University markets itself as an "outdoors-person's paradise" due to its ownership of a ski hill. Such a distinctive identity can attract students with specific interests.
Additionally, universities can provide incentives such as iPad minis or exclusive meal plans to enhance the student experience. These perks can make a university stand out and improve students' overall happiness and success.
Lastly, universities should utilize digital marketing and online platforms to showcase their campus and student life. This includes virtual tours, interactive newsletters, and social media content that highlights the student experience. By investing in these strategies, universities can effectively promote their campus environment and student life to prospective students.
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Frequently asked questions
Universities can attract students by implementing SEO best practices to ensure their website ranks well in search results. They should also connect with students on social media platforms like Instagram, TikTok, and LinkedIn. Social media platforms can be used to showcase campus life, student experiences, and the local area.
Universities should focus on building a diverse and inclusive community by attracting students from different socioeconomic backgrounds, races, ethnicities, and religions. They should also showcase their support services, such as mental health services, academic advising, and career guidance, to highlight their commitment to student success.
Universities should focus on building relationships with current students and alumni. They can do this by providing support services, such as peer mentoring and therapy sessions, and by fostering a sense of community. Alumni can act as influencers and promote the university's brand to prospective students.
Universities need to modernize their programs to match the evolving needs of the job market. For example, traditional fields like transportation and agriculture can be modernized by incorporating topics like computer science, artificial intelligence, and robotics. By doing so, universities can attract students interested in these emerging fields.
