Douglas Olsen
Universities employ a variety of marketing strategies to attract students, and with good reason—marketing plays a central role in students' decision-making processes. In the face of declining enrolment and increasing competition from online education programs, universities are investing heavily in advertising, branding, and promotion. This includes everything from showcasing academic profiles and perks like gourmet dining plans and recreational opportunities to leveraging digital marketing channels and social media platforms. With 80% of high school students consulting university websites when deciding where to apply, a dynamic, user-friendly website is essential. Universities also use email marketing, targeted advertising campaigns, and conversational marketing techniques like chatbots and live chat support to reach prospective students. Data analytics are key to guiding marketing strategies and tailoring messages to target audiences. The rise of Gen Z has also brought about a shift in marketing tactics, with this generation valuing authenticity and loyalty to companies that share their personal values.
| Characteristics | Values |
|---|---|
| Unique Selling Proposition (USP) | Cutting-edge research facilities, partnerships with top-tier companies, diverse curriculum, guidance from experienced accreditation consultants |
| Perks | Gadgets, luxury living, entertainment, outdoor adventures |
| User-friendly website | Appealing to students' interests, easy to navigate, up-to-date information |
| Social media presence | Platforms like Instagram, Twitter, LinkedIn, and Facebook to showcase university culture |
| Alumni experiences | Sharing alumni experiences, challenges, and successes |
| Industry trends | Highlighting research breakthroughs and topical subjects |
| Conversational marketing | Chatbots, live chat support, social media engagement |
| Data analytics | Analyzing data about prospective student demographics, behavior, and preferences |
| Regulatory compliance | Transparency and authenticity in presenting accreditation status |
| Marketing spend | Between $429 and $623 per enrolled student, per year |
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What You'll Learn
Marketing to students as a large, valuable demographic
Marketing to students is a lucrative endeavour for universities, with higher education institutions spending billions to attract students. In 2019, colleges in the US spent a collective $2.2 billion on advertising, and this number has been steadily rising. With around 18.6 million students enrolled in universities in the US as of 2022, colleges are marketing to a large and valuable demographic.
This demographic is particularly attractive to marketers because, despite their reputation for being broke, college students spend a lot. The average estimated undergraduate student budget in the US for the 2023/24 academic year was $28,840 for those studying in-state and $46,730 for out-of-state students. College students are also age-stable and geographically stagnant for 4-5 years, giving marketers ample time to develop branding and marketing strategies targeted at this group.
Universities employ a variety of marketing strategies to attract students. These include offering perks such as gadgets and luxury accommodation, as well as highlighting unique features of their programs, such as specialized coursework, renowned faculty, hands-on learning opportunities, and industry partnerships. Universities also use digital marketing strategies, such as leveraging social media platforms and user-generated content, to reach students.
To stand out from the thousands of other institutions vying for students' attention, universities must understand what makes them unique and communicate this effectively to prospective students. This could include highlighting cutting-edge research facilities, partnerships with top-tier companies, a diverse curriculum, or guidance from experienced accreditation consultants. Universities can also showcase student testimonials and success stories, as well as co-curricular activities, to build trust and credibility with prospective students.
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Using data analytics to guide marketing strategies
Universities use various strategies to market themselves to students, from highlighting unique features such as location, food, and outdoor activities to providing technological perks and luxurious accommodations. However, with the rise of the internet and constant connectivity, universities must now focus on digital marketing strategies to reach prospective students effectively. This shift has led to the importance of using data analytics to guide marketing strategies and make data-driven decisions.
Data analytics provides a clear and precise lens for universities to understand their operations and student behaviour. By collecting, analyzing, and interpreting data, universities can gain valuable insights to refine their marketing strategies. For example, by analyzing browsing behaviour, purchase history, and social interactions, universities can segment their audience more effectively and tailor their campaigns to specific student groups. This allows universities to increase the relevance and effectiveness of their marketing efforts.
Additionally, data analytics enables universities to measure campaign performance in real time. With tools like web analytics dashboards, universities can track key performance indicators, analyze conversion rates, and identify areas for improvement. This real-time data helps universities adjust their campaigns to maximize effectiveness and ensure that their marketing spend is optimized across various channels. For instance, if data shows that social media campaigns drive more qualified leads, universities can redirect funds to enhance their social media presence.
Furthermore, data analytics can help universities anticipate market changes and understand potential risks and opportunities. Predictive analytics uses historical data to forecast future trends and student behaviours, allowing universities to be proactive in preparing campaigns and strategies that align with predicted conditions. For example, if there is an increasing trend in students' interest in foreign experiences, universities can highlight their partnerships with international institutions for exchange programs.
By leveraging data analytics, universities can streamline their marketing processes, make more efficient decisions, and improve customer retention. It enables universities to recognize what drives student loyalty and identify potential risks of student attrition. Through the analysis of student interactions, feedback, and purchase history, universities can continuously improve their services and overall student experience. Ultimately, data analytics empowers universities to make informed, data-driven decisions, enhancing their marketing strategies and better connecting with prospective students.
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Communicating a university's unique offerings
Firstly, a university should understand its unique selling proposition (USP). This could be cutting-edge research facilities, partnerships with top companies, a diverse curriculum, or guidance from experienced consultants. For instance, Kenyon College in Ohio markets itself as a leader in the local food and sustainable farming movement, with 40% of its food locally sourced. Michigan Technological University, on the other hand, markets itself as an "outdoors-person's paradise" with its own ski hill.
Secondly, a dynamic and user-friendly website is crucial. The website should showcase the university's unique offerings and appear at the top of search results for relevant terms. It can include thought-provoking articles from consultants, alumni experiences, industry trends, and research breakthroughs. A section for student grievances can also add transparency and showcase compliance with state regulations.
Thirdly, social media platforms like Instagram, Twitter, LinkedIn, and Facebook are powerful tools to showcase university culture and engage with prospective students. User-generated content, giveaways, and exclusive offers can be effective strategies to build a social media following.
Additionally, email marketing can help nurture leads and keep students informed. Segmenting the email list based on interests and sending personalized content can build relationships with prospective students.
Lastly, data analytics can guide marketing strategies by analyzing demographics, behavior, and preferences of prospective students. This enables universities to tailor their messages, identify trends, and allocate budgets accordingly.
By implementing these strategies, universities can effectively communicate their unique offerings and attract students.
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Providing perks to entice students
Providing perks is a great way for universities to entice students to their campuses. These perks can range from gadgets and luxury living to entertainment and outdoor adventures. For instance, Long Island University in New York hands out iPad minis to all full-time freshmen and transfer students. Similarly, Wake Forest University in North Carolina provides new students with a Lenovo ThinkPad and full access to cloud-based tools for their undergraduate years.
Some universities also offer perks in the form of luxurious accommodations. For example, Boston University's Student Village features a media lounge, soundproof music practice rooms, and stunning views of the Boston skyline and Charles River. Massachusetts Institute of Technology's Simmons Hall provides lounges with flat-screen TVs and game consoles, a 12-foot movie screen, and even a giant ball pit.
Universities may also provide perks that align with their unique selling proposition (USP). For instance, Michigan Technological University markets itself as an "outdoors-person's paradise" as it owns its own 112-acre ski hill. Kenyon College in Ohio, known for its leadership in the local food and sustainable farming movement, offers a dining program with locally sourced ingredients and composting initiatives.
Additionally, universities can create reward systems to recognise and incentivise students' achievements and persistence. These rewards can include campus-branded merchandise, gift cards, or even no-cost perks such as dropping the lowest grade. Other incentives may include wellness-focused perks like complimentary spa days or fitness incentives such as free admission to popular workout classes.
Overall, by offering various perks and rewards, universities can enhance their appeal to prospective students and create a more engaging and supportive campus environment.
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Using social media and user-generated content
Social media is a crucial tool for universities to market themselves to students. It is the go-to media for reaching younger generations, with 50% of social media users preferring video content. It is also a key part of delivering useful information to on-campus and remote learners.
Universities should focus on creating a consistent brand voice across their social media pages to create brand recognition and build trust. They should also define broad goals for their social media platforms, such as strengthening their brand, recruiting and retaining students, and establishing their social media presence as a source for news and announcements.
To achieve these goals, universities can take several approaches. They can encourage students to use specific hashtags on their social media accounts to share photos and other university-related content. This user-generated content can then be easily found and reposted on the university's social media feeds, providing authentic content that prospective students desire. Universities can also create social media contests to encourage students to share content, with simple rewards like university logo clothing.
Additionally, universities can showcase their unique characteristics through social media posts. For example, they can highlight their location, student accomplishments, research breakthroughs, community initiatives, and campus experiences. They can also utilise live streaming events, webinars, and educational content to engage their audience.
By focusing on community-building and publishing engaging content, universities can increase enrollment and attract more students. It is important for universities to produce content that caters to the wants and needs of their target audience, which may vary across different platforms and demographics. Accurate data analysis and attribution modelling are crucial for assessing the effectiveness of these strategies.
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Frequently asked questions
Here are some strategies universities can use to attract students:
- Offering scholarships or financial aid to lighten the financial burden.
- Showcasing unique features such as specialized coursework, renowned faculty, hands-on learning opportunities, or industry partnerships.
- Highlighting student testimonials and success stories.
- Showcasing the cultural amenities and opportunities available to students, such as discounts on entertainment and dining options.
- Utilizing digital marketing channels such as websites, social media, and email marketing to reach prospective students.
Spending on marketing by universities varies and is often spread across multiple departments. According to a SimpsonScarborough survey, 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, with spending continuing to rise.
Universities employ various creative strategies to differentiate themselves and appeal to students:
- Highlighting their unique selling proposition (USP), such as cutting-edge research facilities, diverse curriculum, or partnerships with prominent institutions for exchange programs.
- Allowing pets in residence halls or offering gourmet dining plans.
- Showcasing their commitment to sustainability and local food initiatives.
- Offering access to outdoor activities and experiences, such as owning a ski hill.
