4 Trends Shaping Higher Education Marketing Strategies in 2024
Higher education professionals know that the marketing landscape has evolved significantly with the rise of online platforms and digital communication. In 2024, marketing professionals in academia need to be proactive and strategic in embracing emerging trends to stay ahead of the curve. In this blog post, we'll explore four key trends that are set to shape higher education marketing strategies in the coming year.
1. Build Trust by Creating a Personalized Experience
A Morning Consult report on Gen Z and Millennials revealed that they are notably less trusting of the average brand (and who can blame them!). You and your marketing team can build trust with current and prospective students through a personalized online experience using authentic images showcasing the institution's unique identity, culture, and offerings. Using student-centric imagery, personalized email marketing and tailored social media content, you can connect with prospective students.
Student-centric images can be created by prioritizing real moments and candid shots that reflect your authentic campus life. Consider capturing images at key campus happenings, such as sports events, cultural festivals, and academic activities, to capture the essence of individuality of your student body.
2. Partnering with Alumni
Strengthening relationships with alumni and leveraging their success stories through marketing campaigns is another powerful way to attract potential students. Alumni can be powerful advocates for your institution. According to the Christensen Institute, prospective college-goers and their families increasingly demand a strong ROI from their higher education experiences, and providing evidence of and pathways into employment opportunities post-graduation is a successful way to do so. Networks are a well-documented asset when it comes to advancing a career: an estimated half of all jobs come through networks.
These reasons alone are compelling enough to host events on campus, inviting current and prospective students to network with your alumni. Check out our recent blog post on why alumni events are not just get-togethers but a strategic move that can positively impact your alumni community and your institution.
3. Create and Share Sustainable and Socially Responsible Marketing Campaigns
Climate change and protecting the environment was the number one concern for Gen Z, followed closely by unemployment and health care, according to a recent Deloitte survey. Highlighting how your college or university aligns its values and actions with environmentally conscious practices and social impact initiatives will resonate with the values of socially conscious potential students. Here are some ways you can promote these values at your institution:
Emphasize and share energy-efficient infrastructures, recycling programs, and eco-friendly campus policies through images on social media, newsletters and your website.
Create engaging content, such as articles, social media posts, and videos, that spotlight the institution's commitment to environmental responsibility.
Feature a photo series of success stories of students, faculty, or alumni involved in sustainability projects.
Host events or workshops centered around sustainability and involve the campus community in green initiatives and share photos and stories from the event online
4. Diversity, Equity, and Inclusion (DEI) Initiatives:
According to the Deloitte Millennial and Gen Z survey, Gen Zs believe discrimination is commonplace in our culture. Six in ten Gen Zs see systemic racism as very or fairly widespread in general society. Through your core values and marketing initiatives, integrate diversity, equity, and inclusion into your marketing strategies. Ways you can showcase your college's commitment to fostering a diverse and inclusive community can include:
Highlighting Diverse Voices: Feature stories, testimonials, and profiles that highlight the diverse backgrounds, experiences, and achievements of students, faculty, and alumni.
Plan, Document and Share Cultural Celebrations: Organize and promote events that celebrate different cultures, traditions, and identities.
Capture Diversity in Leadership: Highlight diversity within the college's leadership, including administrators, faculty, and governing bodies.
Training and Education: Offer diversity and inclusion training for staff, faculty, and students to promote understanding and cultural competence.
Accessible Resources: Ensure that resources promoting diversity and inclusion, such as counseling services, support networks, and accessible facilities, are readily available and well-publicized.
As we step into 2024, the world of higher education marketing is marked by innovation and adaptation. Embracing these trends provides you and your team with the tools to connect with prospective students in meaningful ways, differentiates your institution in a competitive landscape, and demonstrates a commitment to staying at the forefront of education. Remember to regularly assess the effectiveness of your marketing strategies, seek feedback from stakeholders, and adapt to the evolving needs and preferences of your target audience.
Looking for a partner to help shape your visual strategy in 2024? We want to hear all about the events and initiatives you have planned for 2024!