Marketing strategy for universities

1. Centralize strategy and reporting

Universities are able to deliver consistent, clear and authentic messages to their prospective students after a good analysis and evaluation of their potential. Before starting to build a message that university will share among young people that want to study at universities, it is important to find the key strengths and emphasize them. The role of the university here is to understand which from the above benefits are its strengths and undertake efforts to forge the right message and promote it to the right audience. Besides this, the message must be close to the core values, brand, reputation, history of the university and of course positioning to make a difference.

Combined, these elements can bring to higher education institutions a wider reach, more top student talent and elevate the performance of their brands. Marketing strategies start with knowing your audience, your market. It would seem that a message should be communicated only to the main target audience that in our case is formed by young people aged between 20 and 30 years — however, that is not the actual case. Even if students are the main target group and the main costumers of the services provided by universities, there are a lot of groups that should be taken into consideration.

All universities audience segments are important: undergraduate or graduate students, prospective or current students, parents, alumni, visitors, media, teachers, examination developers. When delivering the messages and building up a strategy everybody from this list should be taken into account.

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Stakeholders are responsible for what is and will be rumoured about specific university. Now we are in the digital century, in the century where the information is moving with light speed. Obviously, a lot has changed in the marketing world during the last few years, but even so universities have two ways to promote and deliver their messages using online or offline channels:. The universities can benefit from marketing strategies in the same way the businesses benefit from it. Establishing a partnership with a marketing agency that knows and understands really well the specific challenges and can use its experience to meet the specific needs of the university can help a lot the educational institution.

The education industry is facing a lot of challenges, but marketing is a way that can help it to adapt no matter what. Done right, with proper planning and strategies, marketing can shave the costs of education, increase the number of high-achieving students and help universities to boost their position in the market.

For what we recommend to investigate among your existing students and your administrative staff, How is the profile of your perfect student? Start by knowing what pre-schools they come from, or what places they frequent, what are their professional goals, etc. In this way it will be much easier to raise an advertising strategy.

If you are a university with national presence, the fact of being successful in one state does not guarantee success in another.

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Therefore, a good advertising strategy adapts to the local market, students need to feel identified and what a better way than with elements that they can easily understand and are compatible with their needs and interests. For example, adapting the offered courses can be key at the time of registration according to the trends of the region.

So while offering marine biology in Mexico City can be a failure, in Baja California it can become the one that generates the most prospects. Just as consumer trends have changed, new generations no longer frequent the same places they did 10 years ago to obtain information.



As a result of this, the best strategy is to locate you where your ideal student can see you. Which means that a digital strategy can not be missing; social networks are monopolizing the market so if attracting new students is your goal, have promoted through a Facebook account, Instagram, etc is the minimum you can do. An easy way to comply with this step is by linking the marketing department with the sales or admissions department and creating a joint advertising campaign.

2. Use marketing automation

Because it is useless that certain benefits are announced on the website of the institution and that at the time of being in a face-to-face visit, the admissions people speak of completely different ones. So these two departments should be aware of the advertising message, as well as everything that implies in order to maintain consistency and be understood to perfection by the student.

Marketing Strategy in an Omni-channel World for Higher Ed Marketers

All this, because the first stage, to reach the minds of new students and create a feeling of falling in love with the institution, so that they want to know more about it and then register. Today's students look for universities with specific characteristics that can make them feel they can work together, not universities that look like what they really are not.

The 10 Best Marketing Strategies to Reach College Students

And as corporate educational institutions, a balance must be found between intellectual intelligence, its promotion or educational method and emotional intelligence and the sense of belonging to a group. It is not enough to transmit knowledge, it is also necessary to teach with emotion. The importance of the student for school should be made evident. Finally reaching the mind of your consumer is only the first thing in the attraction stage, however it is the most important; since it is considered as the key moment within advertising to engage prospects and if the institution is not made known in the correct way, the desired goals can not be achieved.

So if you are about to generate a new advertising strategy for your university, do not hesitate to consider these recommendations. Want to learn more? Click on the image below to learn how you can increase the income on your institution. And once selected the objective, fulfill the aspects that can not be missing: Segment your ideal market This refers to the fact that not all high school graduates are likely to be potential clients for your university.