Marketing Strategies for Your Next Campus Open House
As a higher education marketing professional, you know that campus open houses are a prime opportunity to showcase your institution’s unique offerings to prospective students and their families. These events are crucial in the decision-making process, providing a firsthand experience of the campus environment and community, but are you maximizing your marketing efforts when it comes to advertising the event? When was the last time you evaluated your marketing strategies?
I’ve gathered up some digital marketing and online strategies for you to attract more qualified prospective families to your campus and into your enrollment funnel.
Leverage Visual Storytelling
Visual storytelling is a powerful tool in higher education marketing. Capturing authentic moments within your community to market your open house can help prospective students envision themselves on your campus. Make sure you use high-quality images on your landing page to attract prospective students and families.
Optimize Your Open House Landing Page
Speaking of landing pages…how’s yours looking? Before you even begin to market your open house you should make sure that your landing page shares your school's differentiators, as well as key information about what to expect during the event. Images from past open house events are a great way to show students and families what to expect (Don’t have any? I got you). Other information that could help your visibility includes:
Clear and Compelling Headline - A strong headline that immediately conveys the purpose of the page, such as "Join Us for Our Fall Open House!" or "Discover Your Future at Our Spring Open House.”
Event Details - Duh… but make sure you include the date, time, agenda and location clearly.
Registration Form - A simple, user-friendly registration form to capture attendee information.
Clear Call-to-actionButton - (e.g., "Register Now") that stands out and guides users to complete the registration process.
Testimonials or video clips from current students, faculty, or alumni sharing their experiences and what makes the school special.
Key Selling Points - Briefly highlight your school's unique features, such as academic programs, extracurricular activities, campus culture, support services, and career outcomes.
Interactive Elements - Features like a countdown timer to create a sense of urgency.
SEO Optimization - Ensure the landing page is optimized for search engines with relevant keywords, meta descriptions, and alt tags for images to increase visibility in search results.
Follow-Up Plan - Information on what happens next after registering, such as confirmation emails, reminders, and what to expect on the day of the event.
Utilize Social Media to Build Anticipation and Engagement
Social media is a powerful tool for promoting campus open houses and engaging with prospective students before, during, and after the event. Here are some strategies to consider:
Pre-Event Promotion: Build excitement in the weeks leading up to the open house by sharing sneak peeks, event schedules, and registration information. Use engaging visuals and hashtags to increase reach and encourage prospective students to attend.
Live Coverage: During the open house, use social media platforms like Instagram, Facebook, and TikTok to provide live updates. Share photos, videos, and stories of the event in real-time to create a sense of immediacy and involvement.
Post-Event Follow-Up: After the open house, continue the conversation by posting highlights and photos and thanking attendees. Encourage prospective students to share their experiences and tag your institution in their posts. This helps build a sense of community and fosters ongoing engagement.
Showcase Diversity and Inclusion
Today’s prospective students are looking for campuses that reflect their values, including diversity and inclusion. Use your open house marketing as an opportunity to highlight the diverse voices and experiences on your campus.
Ensure your institution’s website and social media photography captures a wide range of students, faculty, and staff from various backgrounds. This demonstrates your institution’s commitment to diversity and helps prospective students see themselves represented.
If your institution hosts cultural events or diverse student organizations, make sure to highlight them in your open house marketing and on your website.
Rock Your Next Open House
Campus open houses are a golden opportunity to showcase what makes your institution unique. By leveraging visual storytelling, utilizing social media, highlighting diversity, and optimizing your landing page, you can create a compelling narrative that resonates with prospective students and their families. As a higher education photographer, I’ve seen firsthand the impact that well-crafted visuals can have on a prospective student’s decision-making process. Let’s work together to make your next open house an unforgettable experience.
