December 27, 2024 • 12 mins
The Future of Higher Ed Marketing: Trends for 2025
Join us for an in-depth exploration into the future of higher education marketing as we look ahead to 2025. We'll cover the top trends, including the rise of social media, social search, and AI, and how they are reshaping the way colleges engage with prospective students. Learn about the importance of authentic content, the role of SEO, and the power of personalized marketing campaigns. Don’t miss our tips and strategies for staying ahead in this rapidly evolving landscape. Whether you're preparing for a big meeting or just curious about the latest trends, we've got you covered!
00:00 Introduction to the Future of Higher Ed Marketing
00:48 The Power of Social Media in Higher Ed
01:31 The Rise of Social Search
02:51 AI's Impact on Higher Ed Marketing
04:21 SEO and Content Strategies
06:50 The Importance of Personalization
09:40 Emerging Technologies: VR and AR
10:44 Advice for College Marketers
12:03 Conclusion and Final Thoughts
Learn more about the Higher Education Marketing Institute:
- Website: https://highereducationmarketinginstitute.com/
- X: https://x.com/HEMInstitute
- LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/
- YouTube: https://www.youtube.com/@HigherEducationMarketing
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jill (00:00):
Hey everyone.
Welcome back today.
We're going to be, uh, taking adeep dive into the future of
higher ed marketing, you know,looking ahead to 2025.
Jack (00:10):
So
Jill (00:10):
whether you're, you know, getting ready for some big old
meeting, trying to stay on topof all the latest trends, or
just kind of curious aboutwhat's coming next, we've got
you covered.
Absolutely.
We've been digging through awhole bunch of blog posts,
articles, all that good stuff,all focused on how colleges and
universities can really connectwith students in this, you know,
this world that just seems to bechanging faster and faster every
(00:33):
day.
Jack (00:33):
Yeah.
It's moving fast.
Jill (00:35):
So our mission today is to, you know, sift through all
that and pull out those bigtakeaways, the things that'll
make you go, wait, really?
Jack (00:42):
Definitely.
The stuff that makes you stopand think.
I haven't thought about it likethat before.
Jill (00:47):
Exactly.
And, you know, when we talkabout higher ed marketing, we
gotta start with social media,right?
Jack (00:52):
It's unavoidable these days.
Jill (00:54):
It really is.
I mean, we've all heard thatcolleges are doing pretty well
on social media, but just howwell are they doing?
Jack (01:00):
Honestly?
They're not just doing well,they're killing it.
They're at the top of the game.
Jill (01:04):
Really?
Jack (01:05):
Seriously.
There IQ, and they looked at 14different industries and higher
ed consistently ranked first orsecond for engagement across
platforms.
Jill (01:18):
Wow.
Jack (01:18):
Across the board.
They're crushing it, especiallyon Instagram.
Jill (01:21):
Instagram seems to be where it's at for a lot of folks
these days.
It's
Jack (01:24):
huge.
Jill (01:25):
Okay, so colleges have figured out how to, you know,
meet students where they are, atleast on social media.
But even social media itself ischanging so rapidly.
Like, we're seeing this whole.
Rise of what they're callingsocial search, social
Jack (01:38):
search.
Yeah, it's fascinating.
It
Jill (01:39):
really is.
Jack (01:40):
Think about it.
Gen Z millennials.
They're using platforms likeTikTok and Instagram as search
engines.
They're not just scrolling forfun anymore.
Jill (01:49):
No, they're not.
Jack (01:50):
They're looking for information.
HubSpot's research even foundthat preference for social
search jumped from 15 percent to21 percent just in the past
year.
Jill (01:59):
Wow.
In just a year.
Jack (02:01):
Yeah, it's crazy.
Jill (02:02):
So instead of like Googling best nursing programs,
they're searching it on TikTokor Instagram.
Jack (02:08):
Exactly.
That's a,
Jill (02:09):
that's a big change.
Jack (02:10):
It's a huge shift.
And it means colleges need torethink their whole social media
approach.
It's not just posting prettypictures anymore.
It's about being a resource,something students can actually
find.
When they're looking forinformation.
Jill (02:22):
Yeah, it makes sense.
So how do, how do colleges makethat shift?
How do they make sure they'renot just present, but they're
actually showing up in thosesocial searches?
Jack (02:29):
Well, it starts with understanding what students are
searching for on those platformsand tailoring content.
To meet those needs.
Think about like answeringcommon questions, providing
insights, showcase student lifeauthentically.
Jill (02:44):
Gotcha.
OK, so social media is a mustwin for colleges.
We've established that.
But there's another big playerin the game these days.
AI.
Jack (02:51):
Oh, yeah.
AI is everywhere.
Jill (02:53):
It really is.
Jack (02:54):
And higher ed marketing is no exception.
Jill (02:56):
Definitely not.
Jack (02:57):
Tools like ChatGPT, they're changing how people
research schools.
Imagine a student using ChatGPTto compare nursing programs.
They might get all the info theyneed, curriculum, cost, career
outcomes, without even visitinga college website.
Jill (03:10):
Whoa, that's kind of scary.
Right?
If students are getting theirinformation from AI, what
happens to the college website?
Jack (03:16):
That's the big question.
And it's not just ChatGPTeither.
Google's getting in on the AIaction with AI overviews.
Jill (03:23):
AI overviews?
Jack (03:24):
Yeah, or AIOs for short.
Basically, they're AI generatedsummaries that pop up above the
regular search results onGoogle.
Jill (03:31):
Oh, okay.
So are those, uh, are those AIOsa friend or foe for colleges?
Jack (03:36):
It's tricky.
There are definitely pros andcons.
On the one hand, your websitecould get featured as a source
for an AIO, which would drivetraffic, right?
Right.
But research from SearInteractive found that when an
AIO is present, the clickthrough rate for the organic
search results drops.
Oh no.
Like, a lot, we're talking a 70percent drop.
Jill (03:54):
70%.
Jack (03:55):
Yeah.
So even if you're ranking highon the page, people might not
even scroll down far enough tosee your website.
Jill (04:00):
So colleges are facing this double whammy of students
potentially bypassing websitesentirely thanks to AI, and then
these AIOs potentially stealingthe spotlight from even well
ranked pages.
It's
Jack (04:11):
a lot to deal with.
Jill (04:12):
It really is.
So, okay, let's talk solutions.
What can colleges actually do towin in this, this rapidly
evolving landscape?
Jack (04:21):
Well, first and foremost, SEO is still crucial.
Jill (04:24):
Okay.
Jack (04:24):
But it's more than just keywords now.
You need to think aboutoptimizing for AI and social
search.
Making sure your content isdigestible for both people and
algorithms.
Jill (04:34):
Okay.
So what does that look like,practically speaking?
Like, give me an example.
Sure.
Jack (04:39):
Search influence suggests targeting what they call
commercial.
Or transactional keywords, forexample, instead of just
focusing on why get a nursingdegree, you'd also target
phrases like.
Best online nursing programs,you know, stuff people search
when they're closer to actuallyenrolling.
Jill (04:55):
It's about meeting students where they are in their
journey.
Jack (04:57):
Exactly.
Jill (04:58):
Okay, I like it.
Anything else colleges should bethinking about.
Jack (05:01):
Don't underestimate the power of offline marketing.
Events, College fairs, eventhose guerrilla marketing
tactics, like, uh, you know,chalk art on the sidewalk.
Jill (05:11):
I love that, those creative out of the box things.
Jack (05:14):
Exactly.
It's about standing out, makinga memorable impression.
Jill (05:17):
So it's all about that balance between these really
innovative online strategies.
And then those, those offlinetactics that still have a lot of
power.
Jack (05:28):
Exactly.
A well rounded approach.
And no matter what platformyou're using, content itself is
still king.
Jill (05:34):
Okay, let's talk content.
What kind of content is going toresonate with students?
In this new world where we'vegot AI, social search, all of
that dominating theconversation.
Jack (05:45):
Authenticity, that's key.
Showcase real student stories.
Give them a genuine glimpse intocampus life.
Yeah.
Students want to see themselvesat your school, right?
Jill (05:53):
Right.
Jack (05:54):
And who better to show them than their peers?
Jill (05:56):
Makes sense.
Real stories, real people,that's what connects.
What else?
Jack (05:59):
Don't forget about educational content.
Jill (06:00):
Educational content.
Jack (06:01):
Yeah.
Think about all those commonquestions students and parents
have about the college processand create content that answers
them thoroughly.
Blog posts, FAQs, articles, allof that can position your school
as a helpful resource.
Jill (06:15):
So it's not just about selling your school, it's about
being a resource for thosestudents.
What about video?
Everyone always says video isking, but is it really that
important for higher ed?
Jack (06:24):
Video is essential.
Huge for both social media andSEO.
Especially short form video onplatforms like TikTok and Reels.
Imagine a TikTok video featuringa nursing student talking about
their clinical rotations.
That's going to resonate waymore than a bullet point on a
website.
Jill (06:39):
I can see that.
It's more engaging.
Okay, we've covered a lot here.
Social media, AI, content,anything else we're missing.
Jack (06:45):
One last piece, and it's a big one.
Jill (06:49):
Ah, yes.
Personalization.
Everyone's talking about it, butit can be tricky, especially in
higher ed.
How can colleges personalizetheir efforts without being, you
know, creepy or invasive?
Jack (06:59):
That's the question, isn't it?
Finding that balance.
One way is focusing onpersonalized campaigns, like
emails tailored to a student'sinterests or targeted discounts.
Jill (07:10):
So instead of sending generic emails, you're sending
these really specific messagesthat are actually relevant to
that individual student, right?
But how do you make sure you'renot crossing any lines when it
comes to data privacy and all ofthat?
Jack (07:23):
Transparency is huge.
Be upfront with students abouthow their data is being used.
Give them control over theircommunication preferences.
Jill (07:31):
Build trust, don't break it.
Jack (07:32):
Exactly.
Jill (07:33):
Okay, so we've got social media, AI, content, and
personalization.
Anything else colleges should bekeeping in mind as we look
ahead?
Jack (07:42):
I think it's important to remember that all these pieces
are connected.
You can't just focus on one andignore the others.
You need a holistic approach.
Jill (07:49):
Gotta keep the big picture in mind.
Jack (07:50):
Exactly.
And of
Jill (07:51):
course, always put the student experience at the center
of your strategy.
Jack (07:54):
Always.
Always, always, always.
Yeah, it's a wild world outthere.
Jill (07:58):
It really is.
And speaking of wild worlds, youknow, there's been all this talk
about declining enrollmentrates, the whole, you know,
demographic cliff thing.
Do you think these new marketingtrends, like the social search
and AI stuff, is that?
Is that partly a response to allof that?
Jack (08:14):
I think, I mean, I definitely think it's a factor.
Colleges are, you know, havingto work harder than ever to
attract students.
And they're, they're realizingthat the old ways of doing
things, they just, they justdon't cut it anymore.
Jill (08:26):
They gotta, they gotta step up their game.
Jack (08:28):
Yeah, exactly.
They gotta get creative, moretargeted, more in tune.
With how students are actually,you know, finding information
these days.
Jill (08:36):
Yeah.
It's like that decline inenrollment has kind of forced
colleges to push the boundaries,be more innovative with their
marketing.
Jack (08:43):
Yeah, I like that.
Necessity is the mother ofinvention, right?
That's
Jill (08:46):
right.
So what do you, what do you seecoming down the pipeline?
What trends are you keeping aneye on for the future of higher
ed marketing?
Jack (08:52):
Well, I mean, we've already talked about social
search and ai and I.
I think those are going tobecome even bigger.
But there's other cool stuff onthe horizon, too.
Like, uh, personalization.
Colleges are going to get evenbetter at, you know, tailoring
their messages to each student.
Jill (09:07):
Personalization.
That's the holy grail ofmarketing these days, right?
But it's, it's tricky.
How can colleges do iteffectively without, you know,
crossing the line, being creepywith student data?
Jack (09:19):
That's the million dollar question, right?
Jill (09:21):
Yeah.
Jack (09:21):
Students are getting smarter.
They know how their data isbeing used.
They're, they're going to demandmore transparency, more control.
Mm
Jill (09:27):
hmm.
Jack (09:27):
Colleges that don't get that, they're going to, they're
going to lose trust.
Jill (09:30):
Yeah, you can't, you can't be innovative at the expense of,
of being responsible andethical.
No,
Jack (09:35):
absolutely not.
And that balance is going tobecome even more important as
new technologies pop up.
We're already seeing the riseof, of virtual reality and
augmented reality.
And I think those have thepotential to, to really change
the game for colleges.
Absolutely.
Jill (09:50):
VR and AR.
Okay, tell me more about that.
How could those be used in ahigher ed marketing?
Jack (09:54):
Imagine a student, they're sitting at home, and they can
take a virtual tour of thecampus.
They can, they can walk throughthe quad, visit a lab, they can
even, like, attend a class.
Jill (10:05):
Wow.
Jack (10:06):
Or they could use AR to, you know, get information about
different buildings or programsas they're walking around campus
on a visit.
Jill (10:13):
Oh, so they're seeing it through their phone.
Jack (10:15):
Yeah, like superimposed on the real world.
Jill (10:18):
That's pretty cool.
Jack (10:19):
It's way more engaging than, you know, just looking at
pictures or videos.
Jill (10:22):
Definitely.
And it's not just forrecruitment, right?
You could use that stuff toenhance the actual student
experience once they'reenrolled.
Jack (10:29):
Exactly.
Imagine using VR for likesimulations in a science lab or
AR for, you know, guided toursof historical sites for a
history class.
Jill (10:40):
It's like the possibilities are endless.
Jack (10:42):
They really are.
It's an exciting time.
Jill (10:44):
It is! But with all of this stuff coming at you, all
these new trends andtechnologies, it can be kind of
overwhelming, right?
What advice would you give to acollege marketer who's just
like, Uh, what do I do with allof this?
Jack (10:56):
Don't panic.
Breathe.
And go back to the basics.
The
Jill (11:00):
basics.
Jack (11:01):
Yeah.
Remember what we talked about.
Jill (11:02):
Yeah.
Jack (11:03):
Know your audience.
Meet them where they are,provide value and be willing to
experiment.
Jill (11:09):
Those are the core principles.
Jack (11:10):
Yeah, exactly.
If you keep those in mind,you'll be fine.
And you know, stay informed.
Go to conferences, readarticles, talk to other people
in the field.
Jill (11:18):
It's all about being a lifelong learner.
Jack (11:20):
It is.
Jill (11:21):
Yeah.
All right.
Well that's, that's some greatadvice.
But before we wrap up, I want topose a question to our listeners
out there.
We've talked about a lot ofdifferent platforms and
strategies today, but if you hadto pick just one platform to
focus on right now, which onewould it be and why?
And what about content?
If you had to pick just one typeof content that you think is
(11:42):
really gonna grab attention andmake a college stand out, what
would it be?
Jack (11:47):
Ooh, that's a tough one.
It
Jill (11:48):
is a tough one.
Jack (11:49):
Um, But, you know, we'd love to hear your thoughts on
that.
Jill (11:52):
Share
Jack (11:53):
your ideas with us on social media.
Let's keep this conversationgoing.
Jill (11:56):
Yeah, it's a, it's a conversation that never really
ends, does it?
Jack (11:59):
It doesn't, especially in this field.
Things are always changing.
Jill (12:02):
Yeah, that's for sure.
Well, this has been a reallyfascinating deep dive into the
future of higher ed marketing.
It has.
You know, it's clear that theworld is changing fast, but it's
also like a really exciting timeto be in this field.
Jack (12:15):
Yeah, I think so too.
There's so much potential to, toreally make a difference,
connect with students in, in newand, and really meaningful ways.
Jill (12:22):
Absolutely.
Well, thanks for joining us onthis deep dive, everyone.
Thanks
Jack (12:25):
for having me.
Jill (12:26):
And we'll, uh, we'll catch you next time for another,
another exploration of, of allthe trends that are shaping
higher ed.
Hey everyone.
Welcome back today.
We're going to be, uh, taking adeep dive into the future of
higher ed marketing, you know,looking ahead to 2025.
Jack (00:10):
So
Jill (00:10):
whether you're, you know, getting ready for some big old
meeting, trying to stay on topof all the latest trends, or
just kind of curious aboutwhat's coming next, we've got
you covered.
Absolutely.
We've been digging through awhole bunch of blog posts,
articles, all that good stuff,all focused on how colleges and
universities can really connectwith students in this, you know,
this world that just seems to bechanging faster and faster every
(00:33):
day.
Jack (00:33):
Yeah.
It's moving fast.
Jill (00:35):
So our mission today is to, you know, sift through all
that and pull out those bigtakeaways, the things that'll
make you go, wait, really?
Jack (00:42):
Definitely.
The stuff that makes you stopand think.
I haven't thought about it likethat before.
Jill (00:47):
Exactly.
And, you know, when we talkabout higher ed marketing, we
gotta start with social media,right?
Jack (00:52):
It's unavoidable these days.
Jill (00:54):
It really is.
I mean, we've all heard thatcolleges are doing pretty well
on social media, but just howwell are they doing?
Jack (01:00):
Honestly?
They're not just doing well,they're killing it.
They're at the top of the game.
Jill (01:04):
Really?
Jack (01:05):
Seriously.
There IQ, and they looked at 14different industries and higher
ed consistently ranked first orsecond for engagement across
platforms.
Jill (01:18):
Wow.
Jack (01:18):
Across the board.
They're crushing it, especiallyon Instagram.
Jill (01:21):
Instagram seems to be where it's at for a lot of folks
these days.
It's
Jack (01:24):
huge.
Jill (01:25):
Okay, so colleges have figured out how to, you know,
meet students where they are, atleast on social media.
But even social media itself ischanging so rapidly.
Like, we're seeing this whole.
Rise of what they're callingsocial search, social
Jack (01:38):
search.
Yeah, it's fascinating.
It
Jill (01:39):
really is.
Jack (01:40):
Think about it.
Gen Z millennials.
They're using platforms likeTikTok and Instagram as search
engines.
They're not just scrolling forfun anymore.
Jill (01:49):
No, they're not.
Jack (01:50):
They're looking for information.
HubSpot's research even foundthat preference for social
search jumped from 15 percent to21 percent just in the past
year.
Jill (01:59):
Wow.
In just a year.
Jack (02:01):
Yeah, it's crazy.
Jill (02:02):
So instead of like Googling best nursing programs,
they're searching it on TikTokor Instagram.
Jack (02:08):
Exactly.
That's a,
Jill (02:09):
that's a big change.
Jack (02:10):
It's a huge shift.
And it means colleges need torethink their whole social media
approach.
It's not just posting prettypictures anymore.
It's about being a resource,something students can actually
find.
When they're looking forinformation.
Jill (02:22):
Yeah, it makes sense.
So how do, how do colleges makethat shift?
How do they make sure they'renot just present, but they're
actually showing up in thosesocial searches?
Jack (02:29):
Well, it starts with understanding what students are
searching for on those platformsand tailoring content.
To meet those needs.
Think about like answeringcommon questions, providing
insights, showcase student lifeauthentically.
Jill (02:44):
Gotcha.
OK, so social media is a mustwin for colleges.
We've established that.
But there's another big playerin the game these days.
AI.
Jack (02:51):
Oh, yeah.
AI is everywhere.
Jill (02:53):
It really is.
Jack (02:54):
And higher ed marketing is no exception.
Jill (02:56):
Definitely not.
Jack (02:57):
Tools like ChatGPT, they're changing how people
research schools.
Imagine a student using ChatGPTto compare nursing programs.
They might get all the info theyneed, curriculum, cost, career
outcomes, without even visitinga college website.
Jill (03:10):
Whoa, that's kind of scary.
Right?
If students are getting theirinformation from AI, what
happens to the college website?
Jack (03:16):
That's the big question.
And it's not just ChatGPTeither.
Google's getting in on the AIaction with AI overviews.
Jill (03:23):
AI overviews?
Jack (03:24):
Yeah, or AIOs for short.
Basically, they're AI generatedsummaries that pop up above the
regular search results onGoogle.
Jill (03:31):
Oh, okay.
So are those, uh, are those AIOsa friend or foe for colleges?
Jack (03:36):
It's tricky.
There are definitely pros andcons.
On the one hand, your websitecould get featured as a source
for an AIO, which would drivetraffic, right?
Right.
But research from SearInteractive found that when an
AIO is present, the clickthrough rate for the organic
search results drops.
Oh no.
Like, a lot, we're talking a 70percent drop.
Jill (03:54):
70%.
Jack (03:55):
Yeah.
So even if you're ranking highon the page, people might not
even scroll down far enough tosee your website.
Jill (04:00):
So colleges are facing this double whammy of students
potentially bypassing websitesentirely thanks to AI, and then
these AIOs potentially stealingthe spotlight from even well
ranked pages.
It's
Jack (04:11):
a lot to deal with.
Jill (04:12):
It really is.
So, okay, let's talk solutions.
What can colleges actually do towin in this, this rapidly
evolving landscape?
Jack (04:21):
Well, first and foremost, SEO is still crucial.
Jill (04:24):
Okay.
Jack (04:24):
But it's more than just keywords now.
You need to think aboutoptimizing for AI and social
search.
Making sure your content isdigestible for both people and
algorithms.
Jill (04:34):
Okay.
So what does that look like,practically speaking?
Like, give me an example.
Sure.
Jack (04:39):
Search influence suggests targeting what they call
commercial.
Or transactional keywords, forexample, instead of just
focusing on why get a nursingdegree, you'd also target
phrases like.
Best online nursing programs,you know, stuff people search
when they're closer to actuallyenrolling.
Jill (04:55):
It's about meeting students where they are in their
journey.
Jack (04:57):
Exactly.
Jill (04:58):
Okay, I like it.
Anything else colleges should bethinking about.
Jack (05:01):
Don't underestimate the power of offline marketing.
Events, College fairs, eventhose guerrilla marketing
tactics, like, uh, you know,chalk art on the sidewalk.
Jill (05:11):
I love that, those creative out of the box things.
Jack (05:14):
Exactly.
It's about standing out, makinga memorable impression.
Jill (05:17):
So it's all about that balance between these really
innovative online strategies.
And then those, those offlinetactics that still have a lot of
power.
Jack (05:28):
Exactly.
A well rounded approach.
And no matter what platformyou're using, content itself is
still king.
Jill (05:34):
Okay, let's talk content.
What kind of content is going toresonate with students?
In this new world where we'vegot AI, social search, all of
that dominating theconversation.
Jack (05:45):
Authenticity, that's key.
Showcase real student stories.
Give them a genuine glimpse intocampus life.
Yeah.
Students want to see themselvesat your school, right?
Jill (05:53):
Right.
Jack (05:54):
And who better to show them than their peers?
Jill (05:56):
Makes sense.
Real stories, real people,that's what connects.
What else?
Jack (05:59):
Don't forget about educational content.
Jill (06:00):
Educational content.
Jack (06:01):
Yeah.
Think about all those commonquestions students and parents
have about the college processand create content that answers
them thoroughly.
Blog posts, FAQs, articles, allof that can position your school
as a helpful resource.
Jill (06:15):
So it's not just about selling your school, it's about
being a resource for thosestudents.
What about video?
Everyone always says video isking, but is it really that
important for higher ed?
Jack (06:24):
Video is essential.
Huge for both social media andSEO.
Especially short form video onplatforms like TikTok and Reels.
Imagine a TikTok video featuringa nursing student talking about
their clinical rotations.
That's going to resonate waymore than a bullet point on a
website.
Jill (06:39):
I can see that.
It's more engaging.
Okay, we've covered a lot here.
Social media, AI, content,anything else we're missing.
Jack (06:45):
One last piece, and it's a big one.
Jill (06:49):
Ah, yes.
Personalization.
Everyone's talking about it, butit can be tricky, especially in
higher ed.
How can colleges personalizetheir efforts without being, you
know, creepy or invasive?
Jack (06:59):
That's the question, isn't it?
Finding that balance.
One way is focusing onpersonalized campaigns, like
emails tailored to a student'sinterests or targeted discounts.
Jill (07:10):
So instead of sending generic emails, you're sending
these really specific messagesthat are actually relevant to
that individual student, right?
But how do you make sure you'renot crossing any lines when it
comes to data privacy and all ofthat?
Jack (07:23):
Transparency is huge.
Be upfront with students abouthow their data is being used.
Give them control over theircommunication preferences.
Jill (07:31):
Build trust, don't break it.
Jack (07:32):
Exactly.
Jill (07:33):
Okay, so we've got social media, AI, content, and
personalization.
Anything else colleges should bekeeping in mind as we look
ahead?
Jack (07:42):
I think it's important to remember that all these pieces
are connected.
You can't just focus on one andignore the others.
You need a holistic approach.
Jill (07:49):
Gotta keep the big picture in mind.
Jack (07:50):
Exactly.
And of
Jill (07:51):
course, always put the student experience at the center
of your strategy.
Jack (07:54):
Always.
Always, always, always.
Yeah, it's a wild world outthere.
Jill (07:58):
It really is.
And speaking of wild worlds, youknow, there's been all this talk
about declining enrollmentrates, the whole, you know,
demographic cliff thing.
Do you think these new marketingtrends, like the social search
and AI stuff, is that?
Is that partly a response to allof that?
Jack (08:14):
I think, I mean, I definitely think it's a factor.
Colleges are, you know, havingto work harder than ever to
attract students.
And they're, they're realizingthat the old ways of doing
things, they just, they justdon't cut it anymore.
Jill (08:26):
They gotta, they gotta step up their game.
Jack (08:28):
Yeah, exactly.
They gotta get creative, moretargeted, more in tune.
With how students are actually,you know, finding information
these days.
Jill (08:36):
Yeah.
It's like that decline inenrollment has kind of forced
colleges to push the boundaries,be more innovative with their
marketing.
Jack (08:43):
Yeah, I like that.
Necessity is the mother ofinvention, right?
That's
Jill (08:46):
right.
So what do you, what do you seecoming down the pipeline?
What trends are you keeping aneye on for the future of higher
ed marketing?
Jack (08:52):
Well, I mean, we've already talked about social
search and ai and I.
I think those are going tobecome even bigger.
But there's other cool stuff onthe horizon, too.
Like, uh, personalization.
Colleges are going to get evenbetter at, you know, tailoring
their messages to each student.
Jill (09:07):
Personalization.
That's the holy grail ofmarketing these days, right?
But it's, it's tricky.
How can colleges do iteffectively without, you know,
crossing the line, being creepywith student data?
Jack (09:19):
That's the million dollar question, right?
Jill (09:21):
Yeah.
Jack (09:21):
Students are getting smarter.
They know how their data isbeing used.
They're, they're going to demandmore transparency, more control.
Mm
Jill (09:27):
hmm.
Jack (09:27):
Colleges that don't get that, they're going to, they're
going to lose trust.
Jill (09:30):
Yeah, you can't, you can't be innovative at the expense of,
of being responsible andethical.
No,
Jack (09:35):
absolutely not.
And that balance is going tobecome even more important as
new technologies pop up.
We're already seeing the riseof, of virtual reality and
augmented reality.
And I think those have thepotential to, to really change
the game for colleges.
Absolutely.
Jill (09:50):
VR and AR.
Okay, tell me more about that.
How could those be used in ahigher ed marketing?
Jack (09:54):
Imagine a student, they're sitting at home, and they can
take a virtual tour of thecampus.
They can, they can walk throughthe quad, visit a lab, they can
even, like, attend a class.
Jill (10:05):
Wow.
Jack (10:06):
Or they could use AR to, you know, get information about
different buildings or programsas they're walking around campus
on a visit.
Jill (10:13):
Oh, so they're seeing it through their phone.
Jack (10:15):
Yeah, like superimposed on the real world.
Jill (10:18):
That's pretty cool.
Jack (10:19):
It's way more engaging than, you know, just looking at
pictures or videos.
Jill (10:22):
Definitely.
And it's not just forrecruitment, right?
You could use that stuff toenhance the actual student
experience once they'reenrolled.
Jack (10:29):
Exactly.
Imagine using VR for likesimulations in a science lab or
AR for, you know, guided toursof historical sites for a
history class.
Jill (10:40):
It's like the possibilities are endless.
Jack (10:42):
They really are.
It's an exciting time.
Jill (10:44):
It is! But with all of this stuff coming at you, all
these new trends andtechnologies, it can be kind of
overwhelming, right?
What advice would you give to acollege marketer who's just
like, Uh, what do I do with allof this?
Jack (10:56):
Don't panic.
Breathe.
And go back to the basics.
The
Jill (11:00):
basics.
Jack (11:01):
Yeah.
Remember what we talked about.
Jill (11:02):
Yeah.
Jack (11:03):
Know your audience.
Meet them where they are,provide value and be willing to
experiment.
Jill (11:09):
Those are the core principles.
Jack (11:10):
Yeah, exactly.
If you keep those in mind,you'll be fine.
And you know, stay informed.
Go to conferences, readarticles, talk to other people
in the field.
Jill (11:18):
It's all about being a lifelong learner.
Jack (11:20):
It is.
Jill (11:21):
Yeah.
All right.
Well that's, that's some greatadvice.
But before we wrap up, I want topose a question to our listeners
out there.
We've talked about a lot ofdifferent platforms and
strategies today, but if you hadto pick just one platform to
focus on right now, which onewould it be and why?
And what about content?
If you had to pick just one typeof content that you think is
(11:42):
really gonna grab attention andmake a college stand out, what
would it be?
Jack (11:47):
Ooh, that's a tough one.
It
Jill (11:48):
is a tough one.
Jack (11:49):
Um, But, you know, we'd love to hear your thoughts on
that.
Jill (11:52):
Share
Jack (11:53):
your ideas with us on social media.
Let's keep this conversationgoing.
Jill (11:56):
Yeah, it's a, it's a conversation that never really
ends, does it?
Jack (11:59):
It doesn't, especially in this field.
Things are always changing.
Jill (12:02):
Yeah, that's for sure.
Well, this has been a reallyfascinating deep dive into the
future of higher ed marketing.
It has.
You know, it's clear that theworld is changing fast, but it's
also like a really exciting timeto be in this field.
Jack (12:15):
Yeah, I think so too.
There's so much potential to, toreally make a difference,
connect with students in, in newand, and really meaningful ways.
Jill (12:22):
Absolutely.
Well, thanks for joining us onthis deep dive, everyone.
Thanks
Jack (12:25):
for having me.
Jill (12:26):
And we'll, uh, we'll catch you next time for another,
another exploration of, of allthe trends that are shaping
higher ed.
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