If something isn’t online, does it even exist? We jest, and yet, without a strong online brand presence, many prospective students and their families really won’t know you exist. Because let's face it, prospective students today are basically born with smartphones in hand and earbuds on. If something isn’t online, it’s next to invisible in their world.
That’s why institutions across the board have spent the past decade+ ramping up digital marketing budgets, perfecting their Insta image, and all the rest. A recent Washington Post article claims some well-funded universities are spending upwards of $1-2 million per month on digital ad campaigns alone. (Emphasis there on "well-funded!")
While that number is not industry average, most institutions do not have a Barbie budget, that figure is still a clear indication that digital is mission critical to higher ed marketing. No surprise to you or your finance team.
But here’s the thing. The newest crop of students and their tag-along Gen Alpha siblings are at once more immersed and less smitten with social media. It's certainly no longer novel. Social media is life as they know it and they are adept at downloading ad blockers and avoiding sales pitches. So take note. Authenticity rules, while overproduced and slick messages are generally ignored.
Our recommendation is to keep honing your digital marketing game, with this caveat in mind: your digital approach works best in tandem with other channels. We are talking out-of-home, print, in-person, and the like. In other words, the best-bet strategy is omnichannel.
We’ll be at AIEA in DC in about 5 weeks and participating in 3 great presentations:
- AI for enrollment management
- Entrepreneurial leadership in bureaucratic environments
- A discussion around International Student Points of Entry and a new publication to be released later in 2024
And of course, we will be presenting at NAFSA in New Orleans in late May. If you’d like to schedule time to chat over coffee instead of over Zoom, please be in touch (info@intead.com).
Read on to better understand the importance of omnichannel marketing and how you can use it to engage your target audience and grow your enrollment numbers.
