The higher education sector is at an inflection point, grappling with demographic shifts, evolving learner expectations, and growing competition. Yet, with challenges come immense opportunities to innovate and redefine marketing strategies. Here are our top 10 takeaways from the UPCEA MEMs conference to guide your institution’s marketing efforts in this dynamic environment:
In a market driven by competition and limited resources, efficiency is paramount. Institutions must prioritize campaigns that deliver substantial outcomes rather than chasing sheer volume. It’s not just about doing more with less — it’s about doing it better.
And that starts with sharpening your value proposition. Highlighting generic strengths like excellent faculty or flexible scheduling won’t cut through the noise. Instead, showcase the experiences and stories that only your school can provide — those resonate deeply with prospective students and set you apart in a crowded field.
Leaders are embracing AI-driven strategies to navigate declining traditional enrollments. Whether it’s predictive modeling or automated outreach, institutions are adapting not just to survive but to thrive. 60% of institutions see AI as crucial to “stretching” their marketing budgets in the coming years.
However,t’s important to make sure that leveraging AI does not come at the expense of your brand’s authenticity. With the rise of AI comes added scrutiny. Brands that leverage AI to improve processes and streamline workflows will fare better than those that use it for canned, bland messaging.
Traditional silos and one-size-fits-all solutions are no longer viable. Institutions are shifting toward bespoke partnerships with specialized providers who align with their unique goals while strategically bringing certain services in-house.
While most institutions have access to vast amounts of data from multiple sources, only a few fully leverage it. Metrics such as 21.3% matriculation rates for non-credit programs demonstrate the value of student-centric, tech-enabled approaches. The key is automation: turning data into actionable insights — this is where a partner can help.
The debate continues: Should institutions keep marketing in-house or outsource to agencies? The answer lies in finding the right balance. Specialized agencies can fill gaps, but internal teams bring invaluable institutional knowledge. Don’t forget about time saved. EX: Complex SEO can take up to 29 hrs a week, content marketing around 35hrs which are hefty numbers when budgeting the value of your time.
For modern, adult learners, flexibility is non-negotiable. Institutions must align their marketing promises with the flexible, career-focused options these learners seek. This isn’t just about recruitment — it’s about retention, starting with meeting students where they are.
Marketing and retention go hand-in-hand. Misaligned expectations between recruitment promises and academic experiences can hurt retention rates. Delivering on the promises made during recruitment ensures happier, longer-staying students.
Overemphasizing late-funnel metrics undervalues the importance of brand building and top-funnel campaigns. Consider reframing leads as inquiries to better reflect where prospective students are in their decision-making journey. After all, they were leads/prospects way before they filled out your RFI form. You just didn’t know their name.
Guess what? People don’t want to talk to your recruiter or give you their information if they don’t have to. That means stealth applications are going to continue to rise. However, you can use tools like CDPs (Customer Data Platforms) to deliver unnamed site visitors personalized content over extended periods and still drive users down the funnel.
Search behaviors are changing. That’s not news… However, AI-generated answers are becoming more popular AND more trusted. We are also starting to see more people use social media as their primary search tool. It might be time to invest in or update that content strategy. Future-proof your SEO strategy by writing content in natural language that aligns with how students search. Optimizing for conversational queries is critical in this new landscape.
The higher education marketing landscape is evolving rapidly, and while the challenges are significant, the opportunities to innovate are boundless. By embracing technology, rethinking traditional models, and focusing on meaningful outcomes, institutions can not only stay competitive but also lead the charge in reshaping the future of education.
