Every day universities and colleges are coming up with exciting, innovative courses for the millions of motivated students all over the world. The higher education space is being redefined by innovation in design, delivery and employability for many diplomas and degrees. Education experts have the resources they need to craft, test and rollout cutting edge online degree programs.
However, without adequate marketing, student enrollment numbers often struggle to meet and exceed expectations.
That’s why higher education institutions are bringing on board creative communication and marketing professionals to keep their institutions and programs visible and desirable. Unique higher education marketing strategies help raise awareness of courses and programs while bringing in new students and resources needed to sustain online programs.
Institutions are moving beyond the traditional brochures, magazines and billboards and are instead pushing resources towards appealing to the constantly evolving digital marketing landscape. There, they can have wider reach and greater potential in rapidly increasing their program’s visibility. Below are five key areas that savvy higher education institutions have explored to creatively market their programs and reach a wider array of prospective students and other higher education actors.
1. Instagram Marketing for Higher Education
Any serious marketer will not ignore a worldwide, 700 million plus user base that has gained a lot of popularity with younger users in particular. With massive reach and increased interaction, Instagram offers higher education institutions a chance to showcase their best programs, campuses and profile their notable alumni.
When it comes to sharing photos of new events such as recruitment drives, faculty-student interaction, innovative programs and community activities, Instagram has become the top app. Schools have a chance to showcase their brands, engage students and reach out to prospective international students using features such as Instagram Stories.
The allure of Instagram is mainly driven by the simplicity of use, as long as higher education institutions can post great, well-curated photos for various updates and events. With the increased photography features of so many phones, institutions can even get photos from students in their own day-to-day activities and interactions and share on their Instagram handles with quite satisfying results. Great campus photos during different events and seasons can keep an institution visually present among the great number of prospective students who are always on the prowl for their next diploma or degree.
2. Video and Animation in Higher Education Marketing
Video is a proven way to popularize courses, programs, campuses and advertisements for higher education institutions. It’s known to have a greater impact than text, and there are many channels available today for institutions to share their videos. These include You Tube, Twitter, Facebook, Snapchat and Instagram.
Strategically crafted videos and animations can be leveraged to reach target demographics for schools and their degree programs. Creative marketing professionals use powerful visuals, branding and storytelling to create videos that speak to their audiences. Through the social marketing potential of platforms such as Facebook and Instagram, video and animation advertisements can be a highly successful component to any marketing strategy. The best part? These creatives can be backed by ROI metrics through careful monitoring and reporting.
3. Leveraging Faculty for
A university’s faculty expertise is a critical component of a successful higher education marketing strategy. Faculty are researchers and thought leaders in their industries, and can greatly increase the effectiveness of campaign execution in many ways. By leveraging a professional Digital PR team with a keen understanding of the media landscape and PR pitching, faculty members and their research can be carefully pitched to target digital publications in order to share and boost professors’ personal brands as well as increase program and university brand awareness.
When leveraged correctly, Digital PR proves beneficial in other ways such as: building program visibility in search engines, creating program website traffic, and increasing student enrollment. Potential publications and websites for Digital PR opportunities are vast. These are only a few of the places that Circa Interactive has landed features and bylines for our clients:
4. Infographics and Visual Resources
Infographics are powerful visual representations of data that are used in a variety of ways across industries. In higher education, they are a useful tool in providing career and industry statistics to help admissions teams, such as this graphic created by Villanova’s Analytics program. As seen below, this method of providing job growth and salary statistics is much more consumable and visually pleasing to the online reader than a list of bulleted points or a dense paragraph.
Savvy internet marketers in the field of higher education also use infographics to build high quality industry backlinks and traffic to a program’s website. By leveraging professor research and reputable industry sources, fascinating visual resources can be designed, such as this compelling infographic from Ohio University that tells the story of how football concussions have paved the way for innovation in the forms of concussion diagnosis and prevention.
5. Virtual Reality and Virtual Tours
Virtual reality opportunities within higher education are increasing more than ever. A team of professors from Central Missouri State University, University of Missouri, University of Illinois at Chicago and University of Arizona have created a virtual collaborative learning network with a goal of researching and studying the intricacies of the Harlem Renaissance. The possibilities of virtual reality are endless with the classroom as EdTech and digital advantages continue to grow.
This crossroads of virtual reality and higher education applies directly to marketing strategies. Not only can universities gain interest through their in-class virtual technologies, but virtual reality is increasingly being used in the admissions process. A large number of institutions have fully implemented virtual tours that allow prospective students and their parents to explore campuses from afar. Companies such as Campus Tours offer panoramic virtual reality tours inside buildings and around campuses.
For example, USC offers an exclusive 360-degree game day campus tour:
Great ideas, but how do I execute these higher education marketing strategies?
Reach out to an experienced, proven digital marketing company that focuses strictly on higher education marketing. Our team is happy to help and walk you through our services to find effective solutions to your unique marketing needs.
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Frederic has five years’ experience in higher education content marketing and search engine optimization. Working with Circa Interactive, he has gained valuable experience in paid search, analytics, SEO strategy, and client management. Frederic excels in process optimization, strategic content marketing, and implementation of daily dad jokes.
Follow him on twitter @FredHigherEd