Well-researched, solid marketing strategies that attract students are no easy feat. Higher ed teams can spend months compiling and designing informative and engaging content, all aimed to engage with a student audience – and still completely miss the mark. 

There are several reasons why this is the case and why university marketing is becoming increasingly difficult.

The higher ed sector is currently at a stage where it offers a seemingly endless array of study options. This era is marked by the largest number of universities and the broadest range of courses we’ve ever seen, enhanced by global social mobility that enables international students to pursue education anywhere in the world. This situation is further complicated by the dynamic trends of social media, which is the primary platform for engaging future students, and contrasts with the declining perceived value of a college education against its soaring costs.

In this context, developing a content-driven, multi-channel marketing strategy that is both agile and aligned with how Gen Z navigates the digital world and their core values, emerges as the most crucial element for marketing success in higher ed. There is an urgent need to adapt and innovate, leaving no room for complacency in this fast-evolving landscape.

Crafting a successful marketing strategy in the higher ed sector doesn’t come with a one-size-fits-all solution. It begins with fundamental questions: understanding who the target audience is, defining the unique identity of your institution, and differentiating it from competitors. Following this, it’s essential to devise a plan that effectively communicates these aspects through cohesive messaging, branding, and content strategy.

While it’s not common for university marketing and branding to undergo complete overhauls annually, regular analysis of the institution’s direction and goals is critical. This ensures that the external messaging reflects the institution’s evolving objectives and remains relevant. Revisiting, revising and reassessing these elements before the start of each academic year is strategically sensible and ensures that marketing efforts are effectively aligned with the institution’s goals.

Competition

Achieving true differentiation from the 100s of national (and many, many more international) universities out there starts with understanding where you sit in the market. This will require a significant amount of market research and can either be from the perspective of the wider institution or from an individual college – depending on who or what you’re building the strategy for.

Within higher ed marketing, a detailed analysis of the competitive landscape is essential. This involves examining universities in your vicinity across regional, national, and international ranking tables. Key factors to consider include your institution’s unique selling points (USPs), tuition costs, location, job prospects for graduates, campus life, and extracurricular opportunities.

It’s crucial to be aware of the weaknesses in your competitors’ offerings. Often, a close competitor or a longstanding rival may be similar to your institution in many respects but may fall short in certain areas where your institution excels. Identifying these gaps can provide valuable insights, allowing your university to highlight its strengths in these areas. This leads to the development of new USPs, refined messaging, and the identification of new target markets in the higher education sector.

By focusing on these aspects, your institution can strategically position itself in the competitive higher education landscape, differentiating itself from other universities and effectively attracting prospective students.

Knowing your audience

In order to understand how to engage with a particular audience, it needs to be understood who exactly that audience is. In this case – Gen Z. 

Start with the fundamentals. Where can this audience be found? How do they like to communicate? What do they care about?

1) The students you are marketing to are digital natives, so they’ve seen it all before. With 54% of Gen Zers spending at least four hours daily on social media, this is where most of your marketing focus needs to be. In terms of specifics – YouTube is the most-used platform for Gen Z with 88% spending their time on the app. Coming in at the number two spot is Instagram at 76%, followed by TikTok at 68% and Snapchat with 67%.

2) Growing up in the modern world of non-stop advertising, with brands constantly vying for their attention – today’s students know when they are being sold to and have a sixth-sense for brands that try too hard. This means it often takes something specific and pretty special to get them to stop mindlessly scrolling. 

3) But (somewhat) conversely, this gen does want you to try sometimes – but just for the right causes. Whether it be mental health, the environment, uncompromising inclusivity – their priorities and social concerns are different than any other generation before them.

Reading Between the Lines

In the dynamic world of higher ed marketing, authenticity, a genuine brand personality, and peer endorsements significantly influence student preferences, especially among Gen Z audiences. This demographic values transparency and authenticity in branding, often trusting brands recommended by their peers.

It’s important to recognize that these general traits of Gen Z may not precisely align with the specific characteristics of your target student market. Conducting further analysis is crucial to identify the distinct types of students your institution aims to attract. These are your target personas. Reflect on your competitor and market analysis: What unique offerings does your institution provide that others don’t? Determine which students are drawn to your USPs, the students your competitors are targeting, and those they might be overlooking. Envisioning yourself in their shoes can provide insights into why students would choose your university. The more detailed and specific these target personas are, the more effective your marketing strategies will be.

Messaging & Branding

Now, with a clear understanding of your target audience, the next step is to strategize on engaging with them effectively.

For university marketing teams, careful navigation in messaging and branding is crucial. It’s not just about creating a memorable impression; it’s about forging a lasting relationship that turns students into lifelong ambassadors of your brand.

Your university’s unique identity, its story, values, mission, and vision for the future, sets it apart. Whether your focus is on academic excellence, groundbreaking research, or a commitment to social change, your messaging should encapsulate these elements. This ensures that your branding resonates authentically and attractively with your audience.

Consider how your university’s heritage influences its branding. If your institution is rich in tradition, should this be a focal point of your branding, or would a more contemporary approach better align with your target students? 

For example, compare Northeastern University’s traditional seal with the University of California, Berkeley’s modern branding approach. This reflection can guide you in developing a branding strategy that not only stands out but also deeply connects with your intended audience.

Consistency is your ally. Across all platforms – ensure that your branding elements, voice, and messaging are uniform. This will help build recognition and trust among your student audience.

Remember that this messaging and branding needs to resonate with your already defined audience. Tailor your messaging further to address their specific needs – and voila! You have a clear messaging direction. 

Before a wider strategy can be considered, revisiting these foundations is essential.