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Webinar Hosted By:
LT and Convince & Convert

Finding Opportunities to Meet Student Needs through Marketing

Which digital channels and marketing strategies work best to attract and retain higher education students? And, do these channels and strategies align with where higher ed marketers are putting their efforts? To find out, we surveyed 1,493 U.S.-based high school students currently choosing colleges, as well as first-year college students; and 203 higher education professionals in marketing leadership roles.

Some of our findings include:

51% of students prefer email communication from higher education institutions
45% of students cite YouTube as a trusted source for news and information
69% of higher education marketers use AI tools at least weekly
70% of students are most interested in content that features “students like me,” student leaders, and student athletes.

Gain Access

“We struggle with differing from the competition while remaining loyal to our niche.”

Private College, C-Suite

What We'll Cover in the Report

As digital channels like social media, video streaming and AI continue to evolve and shape the marketing landscape, higher ed marketing leaders need to optimize their strategies and content to students’ preferred sources and expectations.

This report walks through impactful strategies marketers can use to reach potential students and differentiate themselves from competitors through some key areas:

Messaging and tactics that most resonate with students
The biggest gaps between what marketers are doing and what students want to receive
Which digital channels matter most to students
The frequency and use of AI in marketing to students

Unlocking Your Digital Marketing Potential

Our report identifies students’ most used channels, potential disconnects in how higher ed marketers try to reach students and opportunities to create more engaging, effective content.

To uncover these answer, we explored the following questions:

What kind of messaging and tactics resonate the most with students?
What are the biggest gaps in marketing right now between what marketers are doing, and what students want to receive?
What motivates students to pursue higher education and what are the key decision-making criteria for selecting a school?
How do colleges and universities compare when it comes to marketing tactics, budget, and structure?
To what degree is AI being used by higher education marketing teams?

LP Graphics (16)-1

AI can’t replace authentic user-generated content, but it can improve production quality.

Insights into How and Why Students Interact with Higher Education Institutions

To help marketing leaders better engage with undergraduate students on digital platforms, we’ve outlined the most effective content creators and messaging including:

Teachers/mentors
"Students like me"
Student ratings
Career/job access potential
Importance of college degree
Importance of life experience

On-Demand Webinar

If you would like our expert takeaways, download our on-demand webinar hosted in partnership with Convince & Convert. Our hosts will provide you with 5 key findings from the Higher Education Marketing Report.