It’s that time of year again – time to round up all the current marketing trends we’re seeing in the higher education space!
As you already know, the world of higher education is constantly changing. As colleges and universities face mounting competition from online education providers, vocational and technical institutions, employer-provided education, and other sources, and also navigate changing student demographics and needs, their marketing and branding strategies need to adapt to keep pace. Let’s dive right into the key trends shaping the future of higher education marketing, and explore what you can do to keep your institution top-of-mind for prospective students.
Personalized Marketing Strategies
In a marketing context dominated by customization, prospective students and their families expect tailored experiences that speak to the motivations, needs, and challenges that are most important to them. Many higher education institutions are leveraging data analytics to craft highly personalized marketing campaigns. From customized email outreach to tailored website experiences, personalization ensures that each prospective student feels like their situation is being addressed uniquely.
For example, many institutions use CRM tools like Slate, Hubspot, or Salesforce Education Cloud to track students’ interactions with all of their marketing and outreach touchpoints (e.g. website, campus events/visits, emails, social media interactions and engagement, etc.). The insights taken from these interactions can help universities create tailored content – such as highlighting particular programs, extracurricular activities, or aspects of the campus’ culture – that might resonate with prospective students.
Investments in Digital Storytelling
Storytelling remains at the heart of the best brands – and that’s not likely to change in the future. However, this medium has changed quite a bit in recent years! Higher education institutions are embracing digital storytelling to highlight their values, community, and achievements. Video content, in particular, has become a powerful way to engage with prospective students.
Universities can use digital storytelling to showcase alumni success stories, tidbits about campus life, as well as social impact initiatives through short-form videos on platforms like TikTok, Instagram, and Youtube. Student testimonials, faculty spotlights, and immersive, video-based campus tours can provide a visually compelling narrative that resonates with this generation of tech-savvy students looking to connect emotionally with their higher education options.
Promoting and Focusing on Diversity, Equity, and Inclusion (DEI)
As the higher education student population grows increasingly diverse, many institutions are emphasizing DEI in their marketing and branding efforts. Campaigns should highlight institutions’ inclusivity by showcasing students from various backgrounds, perspectives, and experiences. Additionally, be sure to showcase how your school is investing in multicultural outreach programs, multilingual advertising, and partnerships with organizations that serve underrepresented communities.
Increased Use of AI and Chatbots
Artificial intelligence is changing the landscape of engagement with prospective families. Chatbots, powered by AI, have become a critical tool for answering frequently asked questions, guiding students through applications, and even providing relevant financial aid information. By utilizing these resources, institutions can ensure that they’re able to engage with students 24/7, meeting prospective students where they are, for every question.
Prioritizing Social Proof and User-Generated Content
Social proof – testimonials, reviews, and user-generated content – is becoming a cornerstone of higher education branding because of the unique, under-the-hood perspective it provides for all aspects of the student experience, from campus culture, to academics, to extracurriculars. Prospective students trust the voices of people they can identify with directly, so hearing from current students and alumni is invaluable to their decision making process.
To harness this power, institutions are curating authentic stories from their community. Platforms like TikTok and Instagram are ideal platforms for showcasing student takeovers, dorm tours, or get-ready-with-me and day-in-the-life videos.
Focus On the Institutional Value Proposition and Student Outcomes
Today’s students are increasingly cost-conscious, questioning now more than ever the return on investment of higher education. Rising tuition costs are prompting students and families to explore alternative pathways to higher education, such as direct-to-workforce programs or vocational schools. As a result, higher education marketing campaigns now have to focus heavily on outcomes; graduation rates, job placements, and career success stories, while also highlighting the institution’s commitment to supporting and empowering each student.
When it comes to structuring campaign messaging, colleges should emphasize data points that demonstrate value, such as average salaries for graduates, internship opportunities, and connections with industry leaders. This transparency builds trust and reassures families that their investment will pay off.
Leverage Influencer Marketing
Influencer marketing is no longer exclusive to industries like retail and fashion; it’s making huge waves in higher education as well. Institutions are partnering with micro-influencers in their communities (current students and alumni) to authentically promote their programs and leverage those influencers’ platforms.
Student influencers create relatable content that speaks directly to their peers. From showing off campus facilities to discussing academic programs, these influencers act as trusted voices, bridging the gap between the institution and prospective students.
Sustainability and Social Impact Branding
Environmental and social consciousness is a priority for this generations’ students. Institutions are now integrating sustainability into their branding efforts. Highlighting green initiatives, from renewable energy projects to waste reduction programs, positions universities as forward-thinking and socially responsible.
Some institutions are even achieving carbon neutrality and promoting these milestones as a key differentiating factor in their branding campaigns. Additionally, showcasing social impact projects, like community service or global outreach resonates with students seeking purpose-driven education.
Adopting Short-Form Video and Emerging Platforms
With TikTok’s explosive popularity, short form video content has become a dominant force in digital marketing. Universities are embracing this trend by creating engaging, “snackable” content that captures attention quickly. From lip-sync challenges, to dance-offs, to student-led skits, the authenticity of TikTok’s platform is a powerful way to connect with prospective students.
Data Privacy and Ethical Marketing
As data privacy concerns grow, higher education institutions are certainly not immune. Institutions must navigate ethical marketing practices carefully and ensure that they are transparent about how student data is collected and used.
Adopting privacy-first marketing technologies and principles, and verifying compliance with regulations like GDPR and CCPA helps build trust. As a result, institutions that prioritize ethical practices stand out in an increasingly scrutinized digital landscape.
Rebranding for Old and New
Many colleges and universities are undergoing rebranding efforts to stay relevant in a dynamic, complex industry. This often involves updating logos, taglines, and overall messaging and visual identity across all channels in order to appeal to a younger audience.
Rebranding also involves shifting tone and messaging to reflect the institution’s evolving values, such as innovation, accessibility, and global engagement. Many institutions also seek branding that balances both tradition and modernity in order to uphold long-established reputations while simultaneously appealing to a new generation of students.
Expanding Partnerships with Industry Leaders
Collaborations with industry leaders are becoming a key component of higher ed branding. Universities are forging partnerships with companies to offer students real-world experiences, from co-op programs to sponsored research opportunities, and then highlighting these opportunities within their marketing campaigns. This allows them to showcase the institution’s commitment to career readiness, but also attracts students eager to bridge the gap between education and employment.
The Takeaway
Marketing and branding in higher education are undergoing a transformation, driven by digital innovation and shifting societal values. Therefore, when you are laying out your 2025 marketing strategy, you’ll want to embrace personalized marketing, digital storytelling, DEI initiatives, and authentic engagement with prospective students. Do this and your institution will be well-positioned to thrive in today’s competitive environment, as well as build trust, relevancy, and lasting relationships with the next generation of students. If you want to learn more about all things higher education marketing, be sure to check out the VONT Higher Ed Blog.
About VONT Performance Digital Marketing
At VONT, we believe that change is the only constant in the digital world—and that excites us. When tools and environments are constantly changing, new opportunities to help our clients achieve success are constantly arising. Each new advertising technology, social platform, or design approach allows us to improve on the results we achieve for our clients.
We believe in the idea of continual fine-tuning so much that we named our company VONT, which means to achieve exponential improvement in incremental steps. It is our core belief, and the reason why we are not simply a web design company or simply a digital advertising agency, but rather a long-term, single-source partner providing a comprehensive array of web development and digital marketing capabilities.
