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Many universities have integrated marketing and communications teams (IMC) that create and promote content for the entire school. At the university level, the school has the marketing support to promote its brand and individual programs. However, some schools need more resources and the tools or staff to execute a marketing strategy. Marketing is a multifaceted strategy that can support a program’s ability to attract high-quality candidates and new faculty members.
“[At] a lot of institutions, marketing has always been sort of separate,” Luke Phillips, executive director of marketing and enrollment at Pepperdine University. “They’re doing their own thing, and admissions are doing their own thing, but it’s this three-legged race. You’re all in this together. I have had the wonderful privilege to oversee both, [and] it has made a difference and been a real advantage. Being closely connected with [admissions] meetings and best friends with the admissions director [can be] critical.”
Below are several ways you can partner with members of your academic community to identify and execute a budget-friendly marketing strategy that will increase visibility and enrollment for your school and programs.
Identify Key Program or School Differentiators
Key differentiators are the unique characteristics of your school or program. They are the distinct qualities and values that set you apart from your competitors within the market. Key differentiators help prospective students consider the advantages of why they might apply to your program.
When assessing your key differentiators, consider the benefits of your program or school. Why should someone apply there? Where are your alums living, and in what industries are they working? It’s important to think about what you have to offer that will enrich one’s student experience, not only during their enrollment but also after graduation. Incoming students eventually become program alumni whose overall experience can significantly impact future enrollments.
Content ideas include:
- Recognized faculty and research breakthroughs
- Industries where alum work
- Impact stats (program rankings, alum network, class size)
Leverage Social Media
If you have control over your own social media channels, you must incorporate them into your recruitment and marketing strategy. Social media is one of the first channels a prospective applicant will review when considering a program or school. The content you share has the potential to create a positive academic environment and attract qualified applicants.
Use social media to encourage user-generated content from current students and alumni. If you have faculty active on social media, invite them to be guests on Facebook or Instagram live and engage with potential applicants — partner with your alums to create content and share their valuable insights and perspectives as industry professionals.
Pro-tip:
Social media requires an active commitment. Small marketing teams need more human capital to run their social channels. Establish a student ambassador team to support your social media strategy. Be sure to recruit reliable and enthusiastic students who can consistently create and post content. You can offer incentives such as gift cards or free meals to motivate them to promote your college actively.
Content ideas include:
- Faculty, student, and alumni spotlights
- Photos and videos of campus
- Upcoming events and deadlines
Utilize Email Marketing
Email can be a valuable engagement touchpoint when leveraged successfully. You can build diverse email lists and target your communications to specific audiences. Regular email communications to prospective applicants will improve your chances for increased enrollment and admissions. When you collect a new subscriber or an applicant’s email address, add them to your listserv and send a follow-up email introducing your program or school or highlighting a key differentiator (see above).
After that, you want to follow up with a nurture email campaign, which is a series of emails that shows the value propositions of your program or school. This is your opportunity to personalize your email communications and increase your conversion of applicants into enrolled students. Email marketing is a great tool to help prospective applicants see themselves as a part of your academic community.
Content ideas include:
- New faculty research
- Alumni stories
- New program updates (course developments, program awards)
- Events
Incorporate Virtual Conferencing
The COVID-19 pandemic greatly impacted admissions and recruitment efforts. Before the pandemic, many schools relied heavily on domestic and international travel to college fairs and recruitment events to reach new applicants and increase awareness of schools or programs. Direct contact with a program representative, such as a coordinator or faculty member, positively impacted an applicant’s interest in applying to a program, especially one they might have yet to consider. Schools turned to technology to attract and connect with applicants through virtual open houses. Although the pandemic is over, don’t overlook the value of video conferencing just yet!
Virtual open houses are a great way to introduce prospective students to your academic community. They can explore your campus through a video presentation, interact with current faculty members and students, and learn more about the available student resources.
Utilize video conferencing platforms to create an immersive experience and provide opportunities for Q&A sessions. Additionally, consider inviting one or two alumni to share their experiences with applicants. With video conferencing, you can bring together members of your academic community from all over the world and present the global community that is your program or school.
Content ideas include:
- Monthly “Meet an Alum” virtual coffee chats
- Virtual open houses
- Faculty research presentations
Marketing your school or program doesn’t have to be a separate operation. It can be an inclusive measure to ensure you effectively position your program to attract the highest quality applicants or faculty members. The more you include members of your existing academic community, the more engaging and relatable your content will be.
“Take time to evaluate your efforts in a holistic way,” Phillips advises, “not just in terms of how [you] package [your] products in their current form, but how do [you] partner with institutional leadership at the highest levels with a research-informed approach to [your] educational offerings and in ways that are going to lead to long term sustainability?”
If your college or university already has an integrated marketing and communications (IMC) team, presenting these tactics can increase the visibility of your program or school on the main digital channels. Such initiatives can bring unique collaborations across departments and maximize institutional resources and talents.
