Universities' Strategies To Attract Students: A Comprehensive Guide

With rising costs and competition from alternative further education providers, universities are facing challenges when it comes to attracting students. To build a thriving campus community, universities need to modernise their recruitment strategies and focus on engaging with non-traditional students from diverse socioeconomic backgrounds. This includes embracing social media platforms such as TikTok, Instagram and LinkedIn, as well as highlighting the support services they offer to help students navigate challenges related to mental health, financial insecurity and caring responsibilities. Universities should also consider partnering with high schools and community organisations to create a pipeline for prospective students, as well as leveraging the influence of notable alumni to boost brand awareness.

Creative marketing strategies

Modernize and Innovate

The language used by universities to attract students needs to be modernized to appeal to new generations of students. This includes creating a new narrative and strategy for traditional academic majors to excite students about future jobs. Universities should embrace innovation and flexibility in their programs to accommodate the changing needs of students. They should also focus on promoting new and evolving fields, such as computer science, artificial intelligence, and virtual reality, to attract students with diverse interests.

Engage with Prospective Students

Understanding the search intent and needs of prospective students is crucial. Universities should utilize platforms like Instagram, TikTok, and LinkedIn to connect with students and showcase campus life, academic programs, and the local area. Live videos, targeted ads, and campus stories can be used to engage students and create a modern brand image. Additionally, universities should highlight the support services they offer, such as mental health resources, asynchronous classes, and career services, to address the challenges faced by today's students.

Simplify the Admissions Process

Implementing a comprehensive admissions platform can streamline the enrollment process and create a personalized student journey. This can be achieved through data-driven insights and automation, making it easier for prospective students to navigate the application process and increasing their likelihood of enrollment.

Alumni Influencers

Maintaining positive relationships with alumni can be beneficial. Alumni can act as influencers and promote the university by sharing their experiences and answering questions from prospective students. This can boost brand awareness and attract followers to the university.

Expand the Student Pool

Universities should strive to attract students from diverse backgrounds, including different socioeconomic statuses, races, ethnicities, and religions. This enriches the educational experience by exposing students to a wide range of perspectives and fulfilling the institution's obligation to the broader community.

By implementing these creative marketing strategies, universities can effectively attract students and foster a thriving campus community.

Social media presence

Social media has become an integral part of daily life, especially for Gen Z, and universities are leveraging this to their advantage to attract students. With the pandemic shifting the entire higher education community online, social media has become a vital source of information for prospective students, with 83% relying on these channels to help them choose a college.

Universities are using various social media platforms, including Facebook, Instagram, Twitter, Tumblr, Flickr, Foursquare, Snapchat, and TikTok, to showcase their campuses, student life, and programming. They are sharing photos, videos, and event information to give prospective students a glimpse of what makes their university unique. This visual content is more appealing to students than a text-heavy website, providing a more authentic view of the institution, its accommodation, and social activities.

Universities are also using social media to interact with students and alumni, answer questions, and listen to their opinions. This helps build relationships and a sense of community, which is essential for brand awareness and loyalty. It is important to be responsive and available when students are, even if that means being online at 11 pm. This shows students that social media is a place where they can communicate with the university.

Additionally, universities are harnessing the power of their students to increase engagement and create positive social media attraction. They are featuring students in their content, allowing them to share their daily experiences and activities in a creative and entertaining way. This user-generated content is more relatable and authentic for prospective students, providing an honest insight into what the university is like.

To stay relevant, universities must vary their content and create interest in multiple areas. They can do this through contests, giveaways, and interactive features like Snapchat's Q&A sessions. By utilising social media effectively, universities can create a strong online community and attract prospective students.

Alumni influencers

Identify Key Alumni Segments

When engaging with alumni, universities should consider the diverse needs and interests of different alumni groups. Key segments include recent graduates who may require career guidance and networking opportunities, established professionals who can serve as mentors, and industry leaders and influencers who can be powerful advocates for the university. By understanding the unique needs of these segments, universities can develop tailored engagement strategies.

Build and Maintain Relationships

Alumni engagement is vital to the long-term success of a university. Building and maintaining meaningful relationships with alumni can lead to numerous benefits, including enhanced reputation, improved fundraising potential, and increased networking opportunities. Universities should focus on creating a strong alumni network that can support both the institution's and alumni's goals.

Utilize Social Media

Prospective students often turn to social media platforms like Instagram, TikTok, and Snapchat to gauge the university's environment and authenticity. Alumni influencers can create content and share their positive experiences on these platforms, providing an honest insight into campus life and the university's programs. This can be further enhanced through partnerships with current students, who can "take over" the university's social media accounts and share their experiences.

Offer Exclusive Perks

Host Panel-Style Meetings

Enrollment marketers can organize online or in-person panel-style meetings where alumni influencers share their experiences and answer questions from prospective students. These meetings provide a personal touch and allow students to gain insights into the university's programs and campus life. It also showcases the diversity and success of the alumni network, which can be appealing to students.

By leveraging the influence of successful and notable alumni, universities can effectively attract students and build a positive reputation. Alumni influencers can enhance brand visibility, create authentic content, and offer mentorship and networking opportunities, contributing to the university's long-term success.

Student support services

Firstly, academic support services assist students in achieving their academic goals. This includes academic advising and guidance, tutoring, remedial course recommendations, and peer mentoring. Universities may also offer language support for non-native English speakers, helping them improve their proficiency and succeed academically.

Financial support is another critical factor in attracting students. Universities can offer financial aid, grants, scholarships, and internships, reducing the financial burden on students and their families. These incentives not only attract a diverse student body but also increase accessibility and retention.

Emotional support services are also vital. Student counsellors help students cope with stress, academic problems, and personal issues such as homesickness, health, and finances. Additionally, universities are addressing mental health, creating safe spaces free from sexual violence or harassment, and providing support for survivors.

Universities are also promoting inclusivity and diversity. They establish multi-faith centres, raise awareness about racial issues, and provide accommodations for students with disabilities. LGBTQ+ resource centres offer a dedicated space for the community, fostering an inclusive and supportive campus environment.

Lastly, career support services, including career counselling and planning workshops, help students explore their options and prepare for their future careers. These services empower students to make informed decisions about their professional paths and increase their employability.

By offering comprehensive student support services, universities create a nurturing environment that attracts students by addressing their academic, financial, and personal well-being.

Modernisation and flexibility

Universities need to modernise their approach to attract students and move away from "old school" ideas and strategies. The key is to embrace flexibility and customisation, rather than rigid structures and uniformity.

Modernisation

Universities need to recognise that the interests and aspirations of students are evolving. The traditional academic majors and rigid structures are no longer appealing to the new generation of students. Universities need to adapt and create new degree paths that cater to the changing interests of students. For example, fields like transportation and agriculture need to be presented in a new light, showcasing their connections to cutting-edge areas like computer science, robotics, artificial intelligence, and virtual reality.

Universities should also embrace modern marketing techniques. This includes utilising social media platforms like TikTok, Snapchat, Instagram, and LinkedIn to reach a wider audience. Creating engaging content, such as Instagram reels or TikTok videos, can give prospective students insights into campus life, available majors, and the surrounding area.

Flexibility

Flexibility is key to attracting modern students. Universities should offer a range of options to cater to diverse student needs. This includes asynchronous classes to accommodate those with work commitments or other responsibilities. Additionally, universities should highlight the support services they provide, such as therapy and wellbeing sessions, food donation pantries, and academic support like tutoring and writing assistance.

Understanding the student journey funnel is crucial for effective marketing. Students at different stages of the funnel have varying needs and interests. Those at the top of the funnel are attracted to career outlooks and broad industry topics, while those near the bottom are interested in how their degree relates to current events and their potential impact in their field.

Universities should also consider expanding their geographic reach to attract students from diverse backgrounds and locations. This includes developing partnerships with high schools and community organisations to create a pipeline of prospective students and offering workshops, college credit courses, or summer programs to give students a taste of campus life.

In conclusion, modernisation and flexibility are essential for universities to attract students in the modern era. By embracing new strategies, adapting to changing interests, and offering flexible options, universities can appeal to a wider range of students and foster a thriving campus community.

Frequently asked questions