2024 Higher Education Marketing Strategy: Best Practices for Success

In today's competitive landscape, higher education institutions are vying for attention in a crowded market. With the pool of potential students shrinking, universities use robust marketing strategies to attract applicants, retain students, and bolster their brand reputation. 

The impact of investing in marketing efforts cannot be overstated, with a significant portion of institutions allocating substantial budgets to marketing endeavors. However, the challenge lies in navigating the myriad marketing channels and techniques available to communicate an institution's value proposition effectively.

Key Elements of 2024 Higher Education Marketing

Marketing efforts in higher education typically revolve around four primary channels: 

• Owned - this includes assets like websites, blogs, and email campaigns, which allow institutions to control their messaging and provide valuable information to their audience. 

• Shared - such as social media platforms, fosters engagement and interaction between institutions and their stakeholders.

• Earned - including press coverage and word-of-mouth endorsements, lends credibility and authenticity to an institution's reputation.

• Paid - media encompasses traditional and digital advertising channels, enabling institutions to proactively promote their message to a wider audience.

2024 Marketing Strategy Direction

Higher education institutions can pursue two primary directions in their marketing efforts: outbound marketing and inbound marketing. Outbound marketing involves pushing messages to a broad audience through email marketing and paid advertising. In contrast, inbound marketing focuses on attracting potential students through relevant and engaging content, ultimately leading them to become advocates for the institution. With the rise of digital channels and changing preferences among younger demographics, inbound marketing has become increasingly effective in reaching prospective students. In 2023, higher education marketing trends shifted to prioritize student needs, focusing on aligning educational offerings with future job market demands. Industries that adapt to these shifts are poised to survive and flourish in the coming years. This necessitates the implementation of innovative ideas, such as advocating for debt-free education initiatives and exploring novel approaches like the flexible application of "stackable" credits towards certificates or degrees, thereby reshaping traditional educational pathways.

Best Practices for Higher Education Marketing

In higher education marketing, mastering owned media channels, especially institution websites, is paramount for effectively communicating an institution's value proposition. Universities can profoundly shape their decision-making process by delivering pertinent and captivating content tailored to various stages of the applicant's journey. Furthermore, institutions can harness the power of shared media platforms to cultivate continuous dialogues and relationships with prospective students. Among these platforms, social media is a pivotal tool for showcasing an institution's ethos and principles, aiding students in evaluating their compatibility.