By Brad Miller, CMO – Studio Enterprise
It goes without saying, but in the highly competitive world of higher education, enrollment numbers are the lifeblood of every institution. Colleges and universities must not only offer stellar academic programs, but they also need to find effective ways to attract, engage, and retain students. While academic quality is crucial, the strategic marketing behind the scenes often determines whether a prospective student even considers applying. At Studio Enterprise, we’ve developed marketing strategies that drive enrollment by connecting with students on a deeper level, delivering the right message at the right time.
With higher education evolving rapidly, successful institutions need more than a one-size-fits-all approach. Strategic marketing is essential for standing out in a crowded market and reaching students who may have yet to consider your institution. This article will dive into some of the best practices for enhancing enrollment through marketing, using insights and strategies we’ve honed at Studio Enterprise.
Understanding the Student Journey
Before developing any marketing strategy, it’s critical to understand the student journey—from awareness to enrollment. A student’s path to a college or university is not linear. It involves research, exploration, and multiple touchpoints before making a decision. This means schools must engage with potential students throughout the process, providing relevant information and nurturing relationships.
The journey often starts long before a student fills out an application. Prospective students may first hear about an institution through social media, a Google search, or word of mouth. This first impression is crucial. At Studio Enterprise, we help our partner schools create marketing that resonates at every stage of the student journey, starting with brand awareness and continuing through to enrollment and beyond.
Understanding your target audience and the factors influencing their decisions is vital to crafting compelling marketing messages. Every prospective student is different—some are drawn to academic rigor, others to the campus experience or financial aid opportunities. By segmenting audiences based on their unique needs and motivations, institutions can deliver personalized content that speaks more directly to what matters most to each prospective student.
SEO and Content Marketing: Reaching Students Where They Search
In today’s digital age, ensuring that your institution is visible online is one of the most critical components of any enrollment strategy. Most students begin their college search by typing a question into a search engine, such as “best universities for nursing” or “best colleges with business degrees.” If your institution’s website doesn’t appear in those search results, you’re missing a significant opportunity to connect with prospective students.
Search engine optimization (SEO) is the foundation of any successful higher education marketing strategy. At Studio Enterprise, we work with our partner institutions to ensure their websites rank highly in search results for the terms prospective students are actively looking for. This involves optimizing everything from website structure to keyword-rich content that resonates with your target audience.
But it’s not just about getting prospective students to your site—it’s about keeping them there and converting them into applicants. This is where content marketing comes into play. Creating valuable, informative, and engaging content that answers students’ questions and addresses their concerns is essential. Whether it’s blog posts about student life, program descriptions, or video testimonials from current students, content helps build trust and credibility. It provides the information prospective students need to make an informed decision.
Building an Engaging Social Media Presence
Social media is one of the most effective platforms for engaging prospective students, especially those from Gen Z. This generation expects to interact with brands and institutions on platforms like Instagram, TikTok, and YouTube. The key to successful social media marketing for higher education is authenticity and creativity.
At Studio Enterprise, we help schools craft dynamic social media campaigns that show off their unique culture, academic strengths, and community. But it’s not enough to just post pretty pictures of the campus or announcements about upcoming events. Social media works best when it tells a story—whether it’s a day-in-the-life video of a student, a series on alumni success stories, or faculty insights into cutting-edge research.
Engagement is crucial. Prospective students want to interact with your content, comment on posts, and ask questions. Responding to comments, running live Q&A sessions, and even student takeovers can all help build a community around your institution and create a sense of belonging long before the student steps foot on campus. This connection is critical in driving enrollment.
Data-Driven Marketing: Personalizing the Experience
Marketing is most effective when it feels personal. Today’s students expect personalized experiences, and data-driven marketing allows institutions to provide just that. By leveraging data, schools can understand the behaviors, preferences, and interests of prospective students, allowing them to deliver more relevant and timely messages.
At Studio Enterprise, we use data analytics to help our partner schools create highly targeted marketing campaigns. This includes personalized email outreach, customized digital ads, and retargeting strategies that remind students of their interest in a specific program or encourage them to complete their application.
For example, if a student has shown interest in a specific major on your website or clicked on a certain program’s promotional ad, we can follow up with tailored content that highlights the benefits of that program, faculty expertise, or job placement success rates. This level of personalization not only improves engagement but also increases the likelihood of conversion.
Leveraging Video to Tell Your Story
Video marketing has become one of the most powerful tools in the higher education marketer’s toolkit. Video allows institutions to show, rather than tell, what makes them unique. Whether it’s a virtual campus tour, student testimonials, or a glimpse into classroom life, video content helps prospective students envision themselves at your institution.
At Studio Enterprise, we work with schools to create high-quality video content that resonates with today’s students. Prospective students want to see the campus, hear from current students, and get a feel for what their life might look like at your institution. A well-crafted video can do all of this in a matter of minutes, making it one of the most effective ways to capture attention and drive engagement.
But it’s not just about creating content—it’s about distributing it effectively. We ensure that our partner institutions’ videos are optimized for platforms like YouTube, social media channels, and even paid ad placements so they reach the broadest possible audience.
The Importance of Enrollment Marketing Automation
Managing relationships with prospective students across multiple touchpoints can be a daunting task. This is where enrollment marketing automation comes in. Automation tools allow institutions to engage with students in a personalized yet scalable way, delivering the right message at the right time.
For example, once a student shows interest in your institution—by filling out a form, attending a virtual event, or downloading a brochure—marketing automation can trigger a series of personalized emails designed to nurture that lead. These emails might include campus highlights, student testimonials, or invitations to upcoming webinars or tours. This continuous engagement keeps the institution at the forefront of students’ minds and encourages them to take the next step in their journey.
At Studio Enterprise, we implement robust marketing automation platforms that not only improve efficiency but also enhance the student experience. This allows institutions to build relationships with prospective students at scale, ensuring no opportunity is missed to convert interest into enrollment.
Strategic Marketing Drives Enrollment Growth
In an increasingly competitive higher education landscape, simply having a robust academic offering isn’t enough to attract students. Institutions must actively market themselves in ways that resonate with today’s prospective students and guide them through their enrollment journey.
At Studio Enterprise, we believe in the power of strategic marketing to drive enrollment growth. By understanding the student journey, leveraging data and personalization, and delivering compelling content through SEO, social media, and video, we help schools stand out and connect with the right students. These best practices not only enhance brand visibility but also create a lasting impact on enrollment numbers.
In the end, the goal is simple: create marketing that inspires action, builds trust, and ultimately turns prospective students into successful graduates.
About Brad Miller
Brad Miller is the passionate Chief Marketing Officer (CMO) of Studio Enterprise, a leading provider of specialized education services to colleges and universities. Since joining the company in January 2019, Brad has been instrumental in developing and executing marketing strategies that drive growth and enhance brand presence. With over 25 years of marketing experience, Brad has consistently delivered exceptional results, positioning Studio Enterprise and its partner institutions for sustainable success.