Lana Oconnell
Marketing to university students is a complex and evolving field. With students being a large and valuable demographic, marketers are keen to reach them through various channels, including social media, SEO, PPC, and traditional advertising. Gen Z, the current generation of college students, is tech-savvy, constantly online, and interacts with brands differently from its older counterparts. They value authenticity and are generally loyal to companies that share their values and offer convenience. Colleges and universities themselves also spend large sums on marketing and advertising to attract students, although this spending is often hard to track. This spending has been increasing due to declining enrollment and competition from online education programs.
| Characteristics | Values |
|---|---|
| Spending | Between $429 and $623 per enrolled student per year, according to a SimpsonScarborough survey. |
| Colleges spent $2 billion on advertising in 2018 and $2.2 billion in 2019, according to Kantar. | |
| Colleges' spending on marketing and advertising has been rising, nearly doubling in the first quarter of 2021 compared to the same period in 2020. | |
| Target audience | Wealthier students who can afford to pay tuition fees. |
| Academically promising lower-income prospects who are often from racial and ethnic minorities. | |
| Strategies | Use of technology, such as iPad minis, Lenovo ThinkPads, and software applications. |
| Luxury accommodation and facilities, such as media lounges, soundproof music practice rooms, and breathtaking views. | |
| Sponsorship deals, such as Kean University's partnership with the New York Jets. | |
| Search engine optimization (SEO) to improve website rankings and visibility to prospective students. | |
| Pay-per-click (PPC) advertising to target potential students with specific keywords. | |
| Social media marketing to connect with students and showcase campus life and student experiences. | |
| Authenticity and genuine engagement to build trust and long-lasting connections with students. | |
| Competitive and exclusive offers, giveaways, and discounts to attract and retain students. |
What You'll Learn
Marketing to Gen Z
To market to Gen Z, universities should utilize social media and online platforms. Gen Z spends a significant amount of time on their mobile devices, with nearly half of the generation spending more than 10 hours a day on their phones. Social media platforms such as Instagram, Snapchat, TikTok, and YouTube are particularly popular with Gen Z. Universities can leverage these platforms to connect with prospective students and showcase campus life through live videos, recorded videos, and student testimonials. Additionally, universities can collaborate with students who have large social media followings, known as nano-influencers, to promote authentic content.
It is also essential for universities to create well-designed, mobile-responsive websites that appeal to Gen Z. These websites should have seamless navigation, visually appealing designs, and interactive features. Integrating social media into the website can further enhance the user experience and allow Gen Z to share content and connect with their peers.
Furthermore, universities can offer perks such as technology to attract Gen Z students. For example, providing students with iPads or laptops loaded with educational software can be a compelling offering. Residence halls with luxurious accommodations and entertainment options can also be a selling point for Gen Z students.
Overall, when marketing to Gen Z, universities should focus on creating authentic, personalized content that showcases the university experience and highlights how the university can help students achieve their goals and aspirations. By utilizing social media, online platforms, and technology, universities can effectively reach and engage this tech-savvy generation.
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Authenticity and values
Universities can showcase their authenticity by highlighting their unique offerings and selling points. This can be achieved by focusing on the institution's strengths, such as its academic programs, faculty expertise, research capabilities, or extra-curricular opportunities. For example, Kenyon College in Ohio emphasizes its leadership in the local food and sustainable farming movement, while Michigan Technological University markets itself as an "outdoors-person's paradise" due to its ownership of a popular ski hill.
It is important to understand the needs and preferences of the target student demographic. College students often seek out brands that align with their values, interests, and aspirations. By understanding their target audience, universities can create marketing campaigns that resonate with prospective students' values and goals. This may include emphasizing the university's commitment to sustainability, social justice, or other relevant issues that are important to today's youth.
Additionally, universities can showcase their authenticity by providing genuine student testimonials and experiences. Social media platforms are a powerful tool for this, as they allow universities to connect with prospective students and provide a glimpse into campus life. User-generated content, such as student-created posts or testimonials, can be particularly effective in building trust and authenticity.
Another way to demonstrate authenticity is by partnering with influencers or brands that share similar values. For example, Kean University in New Jersey became an "official education partner" of the New York Jets, utilizing the team's marketing advantages while also showcasing the university's commitment to athletics and partnerships.
In conclusion, when marketing to college-age students, it is crucial to focus on authenticity and shared values. By creating honest and valuable content, understanding the target demographic, utilizing social media effectively, and showcasing unique offerings, universities can effectively attract prospective students who align with their institutional values.
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Online presence
The internet has brought about dramatic changes in the marketing landscape, and a strong online presence is now vital for universities to attract students. The vast majority of high school students rely on university websites and search engines to research their options. Therefore, it is crucial for universities to meet their audience online.
Understanding the Target Audience
Firstly, universities should understand their target audience. This will likely include secondary school graduates, transfer students, and adult learners. Each group has different needs and expectations. For example, secondary school graduates may be interested in the social aspects of university life, while transfer students may be more focused on academic programmes and career opportunities.
Data Collection
To understand their target audience, universities should collect both quantitative and qualitative data. This can be done through market research, outreach with local schools, conversations with students, and online monitoring with keyword research tools and social media listening. While paid social media management platforms will provide more sophisticated results, useful information can also be gathered through organic means, such as using the free versions of keyword research platforms.
Social Media Presence
Social media is a powerful tool for universities to create interest and attract applicants. It is important to have a common theme threading through social interactions, such as a focus on history and tradition. Universities can showcase their unique culture and history and encourage student-generated posts and interactions. A sense of variety in the content posted is also crucial to maintaining engagement. Social media platforms also provide many tools for events, allowing universities to share details, encourage students to comment and share, and create groups and events to foster interactions.
Digital Marketing Tools
Digital marketing allows universities to attract and retain students, build relationships, and drive enrollment and engagement. It enables targeted messaging to reach specific audiences cost-effectively and efficiently. For example, universities can use PPC platforms like Google Ads to reach students researching or browsing relevant content online. Chatbots and live chat support can also be implemented to provide instant assistance and personalised guidance to students.
Online Courses
The online learning industry is experiencing rapid growth, and universities are increasingly employing digital tactics to attract online students. However, standing out in a crowded market can be challenging. Universities can differentiate themselves by understanding their target audience and creating effective marketing campaigns. For example, Wichita State University in the US has successfully expanded its online programs by investing in paid search and tracking pixels to monitor the effectiveness of its digital ads.
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Perks and incentives
Some universities are in desirable locations, such as Michigan Technological University, which markets itself as an "outdoors person's paradise". It owns its own 112-acre ski hill, which is a major attraction for prospective students. Kenyon College in Ohio, meanwhile, has a reputation as a leader in the local-food and sustainable farming movement, with around 40% of the food served in its dining hall being locally grown.
However, universities in less desirable locations have to rely on other perks to entice students. For example, Long Island University in New York gives iPad minis to all full-time freshmen and transfer students. Other universities supply students with technology, such as Wake Forest University in North Carolina, which provides new students with a Lenovo ThinkPad. Seton Hall in New Jersey also provides students with either a Lenovo ThinkPad or a Mac, depending on their academic programme, which they get to keep after graduating.
Some universities offer luxurious accommodation as an incentive. Boston University's Student Village features a media lounge, soundproof music practice rooms, and views of the Boston skyline and Charles River. The Massachusetts Institute of Technology's Simmons Hall has lounges with flat-screen TVs and game consoles, a 12-foot movie screen, a gym, and a giant ball pit.
Social media is also a key strategy for marketing to students, with platforms such as Facebook, Twitter, Instagram, and TikTok providing opportunities to connect with students and show them what life at the university is like. Universities can also use social media to provide students with information about the university.
Other perks and incentives that universities can offer include exclusive discounts, giveaways, and competitions. For example, Spotify offers a premium pricing plan for students, and Apple gives discounts to college students, creating lifelong customers.
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Search engine optimisation (SEO)
SEO involves optimising a website to achieve higher rankings in search engines, such as Google. This is achieved by selecting relevant keywords that target the desired student demographic. These keywords should be incorporated into the website's content, including page titles, headings, and meta descriptions. By aligning the website's content with the search terms used by students, universities can increase their visibility and attract more potential applicants.
To effectively implement SEO, universities should conduct thorough keyword research to identify the terms that prospective students are likely to use when searching for educational institutions. This involves understanding the needs, preferences, and language of the target student population. Additionally, universities should ensure their websites are mobile-friendly, as many students will conduct searches on their mobile devices.
Another important aspect of SEO is creating high-quality, engaging content that provides value to prospective students. This can include informative blog posts, student testimonials, and multimedia content that showcases the university's unique offerings. By regularly updating and optimising this content, universities can improve their search engine rankings and increase their visibility to potential students.
Furthermore, universities can enhance their SEO by building backlinks, which are incoming links to their website from other reputable websites. This can be achieved through guest blogging, partnerships with influential organisations, and effective public relations strategies. By increasing the number of high-quality backlinks, universities can signal to search engines that their website is authoritative and trustworthy, leading to higher rankings in search results.
By investing in SEO and continuously optimising their online presence, universities can effectively market themselves to prospective students and remain competitive in the higher education landscape.
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Frequently asked questions
It's hard to track how much universities spend on marketing as it's often spread across many departments. However, a SimpsonScarborough survey found that institutions spend between $429 and $623 per enrolled student, per year, on marketing. Colleges collectively spent $2 billion on advertising in 2018 and $2.2 billion in 2019.
Universities use a range of marketing strategies to attract students, including showcasing the cultural amenities of the surrounding city, offering perks and amenities such as gourmet dining plans and housing, and promoting their academic profile. Some universities also partner with sports teams or entertainment venues to offer students discounted tickets to events.
Social media is a key marketing strategy for universities, as it allows them to directly connect with students and showcase interesting aspects of the university. Universities can also use social media to engage with prospective students in real-time and build stronger relationships. Additionally, universities can optimise their social media accounts for mobile and engage with local university campuses to understand student preferences and needs.
College students are a large demographic with significant spending power, so they are an important group to target for many businesses. Effective ways to market to college students include offering discounts, providing free samples or trials, and using seasonal marketing strategies. It's also important to respect their time and create honest and valuable content that promotes the value your product or service can bring to their lives.
