Social SEO, Grad Enrollment, and CMS Strategy Updates
What’s new in higher ed marketing this month? This episode covers:
- TikTok, LinkedIn, and Instagram strategies that move the needle
- Why student-generated content still wins
- Social SEO tactics that help your posts rank
- CMS features that improve campaign results
- Trends in graduate enrollment and ad desig
We break down what’s working across platforms, content types, and digital tools. Tune in to sharpen your strategy as we move through 2025.
Timestamps:
00:00 — Intro
00:42 — Social media in student recruitment
01:20 — TikTok, Instagram & LinkedIn content strategies
02:43 — Student-created content and authenticity
03:39 — Social SEO: how search works inside platforms
05:13 — Interactive and gamified content formats
05:36 — Cultural values shaping campaigns
06:08 — Tracking what actually matters
07:30 — Graduate enrollment shifts and responses
08:52 — Website CMS as a campaign tool
11:13 — Higher ed ad trends for 2025
13:53 — Key takeaways for enrollment marketing
17:38 — Strategy evolution and next steps
20:17 — Wrap-up
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.
Jack (00:00):
Welcome everyone.
(00:01):
We're focusing today onsomething critical for all of us
in higher education, marketing,navigating 2025.
It feels like staying relevantis, uh, more challenging than
ever.
Jill (00:12):
It really is.
It's not just about keeping paceanymore, is it?
It's about getting ahead.
Jack (00:16):
Exactly.
So our goal today is to pull outthe key insights, the actionable
strategies you can actually use.
Based on some recent expertanalysis,
Jill (00:24):
right?
We've looked at quite a bit.
Social media, playbooks, uh,strategic analysis on
enrollment, website guidance,even creative advertising ideas,
and industry roundups.
Jack (00:34):
So a real mix.
Jill (00:35):
Yeah.
The idea is to synthesize itall, make it digestible and
highlight what really mattersfor marketers like you right
now.
Okay, great.
Jack (00:42):
Let's start with, well, the big one.
Social media.
Mm.
It feels like the ground ruleschange almost daily when it
comes to student recruitment.
Jill (00:50):
Oh, absolutely.
And the biggest thing is howprospective students, especially
Gen Z, are using these platformsnow.
Jack (00:57):
It's different, isn't it?
Jill (00:58):
Completely, yeah.
Think about TikTok Instagram.
They aren't just for, you know,watching funny videos anymore.
They're functioning like searchengines.
Search
Jack (01:05):
engines.
Really?
Jill (01:06):
Yes, for quick info for exploring options, getting a
feel for a place.
It means fundamentally having asolid social media presence
isn't optional.
It's baseline,
Jack (01:18):
so just being there isn't enough.
We need actual strategies foreach platform.
Jill (01:23):
Precisely.
You can't just copy paste.
Instagram, for example, is allabout the visuals, right?
Storytelling through images,promoting events with reels,
showing the real studentexperience.
Okay.
Then TikTok, that's your spotfor short, snappy, maybe Fun,
informative content.
Great for just getting your nameout there with younger crowds
Jack (01:41):
and YouTube.
Still relevant
Jill (01:43):
definitely, but more for longer stuff.
Think student testimonials,virtual tours.
John Cavitt University does somereally effective virtual tours,
actually.
Right.
Educational content too.
Right.
And don't forget, Facebook'sstill important for connecting
with parents, alumni, the localcommunity and LinkedIn.
That's key for professionalcred, uh, academic reputation
and reaching parents or maybegraduate prospects.
(02:04):
Mm-hmm.
University of Connecticut usesit well for highlighting alumni
achievements.
Jack (02:08):
It really feels like short form video is dominating the
conversation lately.
TikTok reels.
What's the magic there?
Jill (02:16):
Well, it's how those algorithms work, isn't it?
They're incredibly good atserving up relevant,
entertaining stuff reallyquickly.
It feels less curated, more likediscovery,
Jack (02:24):
which fits how students explore colleges initially.
Jill (02:27):
Exactly.
They're exploring.
So, uh, the content needs toreflect that.
Less polish, maybe more raw,authentic glimpses.
Think quick under a minute.
Vlogs from students.
A professor explaining somethingcool.
Jack (02:39):
Stuff that stops the scroll
Jill (02:40):
that freezes the thumb.
Yeah.
That immediate connection
Jack (02:43):
and that ties into user generated content or UGC, which
the research really highlights.
Oh,
Jill (02:48):
massively.
UGC has this, uh, authenticityadvantage content from your
actual students, faculty,alumni.
Yeah.
It just builds trust in a way.
Polished marketing.
Can't
Jack (02:59):
people trust people?
Jill (03:00):
Right.
The stats bear it out.
Something like 84% of consumerstrust UGC over ads.
So you need ways to encourageit.
Jack (03:06):
Like what, how do you get that content?
Jill (03:07):
Yeah.
Find your existing fans, yourstudent ambassadors.
Create ways.
For people to participate.
Maybe a simple hashtag campaignlike, you know, hashtag my first
date, your school or something.
Okay.
Make sure you feature diversevoices.
Give some gentle guidance, maybethemes, but don't stifle them.
And always, always amplify thecreators.
(03:28):
Harvey Mud College had a, agreat student feature on TikTok
that really nailed this.
Jack (03:33):
So it's about community.
Yeah.
Letting their voices shine.
Now, you mentioned somethinginteresting earlier.
Social, SEO.
What exactly is that?
Jill (03:41):
Yeah, it's basically applying SEO thinking like you
do for Google, but inside thesocial platforms themselves.
Jack (03:46):
So optimizing for searches within TikTok or Instagram?
Jill (03:49):
Exactly.
What terms are students actuallytyping into the search bar on
those apps?
When looking for college info,that's what you optimize for.
Jack (03:56):
How do you do that?
Jill (03:56):
Key things.
Optimize your profiledescriptions with keywords.
Keep branding consistent.
Create content that answerscommon questions.
Student faculty ratio, housingoptions, you know, right?
Use strategic hashtags andkeywords in your posts and
captions, geotag your posts forlocal reach and post
consistently, so you're alwaysshowing up.
Randolph Macon College does agood job with catchy headlines
(04:18):
and hashtags for their sportsteams, for instance.
Jack (04:21):
So being discoverable within the platforms world.
Jill (04:24):
Hmm.
Jack (04:25):
And you stressed platform specific strategies earlier.
Jill (04:28):
Absolutely critical.
You can't treat them the same.
Yeah.
Facebook think events.
Targeted ads for specific groupslike parents, community group
engagement, maybe longer contentpieces.
Okay.
Instagram, right.
High quality photos are stillking.
Stories reels.
Organizing content intohighlights.
Uhhuh, TikTok.
Needs that authentic feel.
Jumping on trends, maybefeaturing charismatic students
(04:51):
or staff.
Mm-hmm.
Using their built-in tools,right?
YouTube structured playlists,work well, mix long form, and
shorts, definitely keywordoptimization.
Use cards and end screens.
Maybe live q and as andLinkedIn.
LinkedIn is more professional,obviously.
Thought leadership from facultyalumni success stories showing
career paths, researchhighlights, engaging in industry
conversations.
Jack (05:10):
Okay.
That's a lot to Mandy.
What about making it moreinteractive?
I saw mentions of gamification.
Jill (05:15):
Yeah.
Gamification can be a great wayto boost engagement, make it
fun.
Think Instagram story quizzesabout campus facts or TikTok
Challenges.
Encouraging participation
Jack (05:24):
like a digital scavenger, huh?
Jill (05:25):
Exactly.
Or maybe.
Choose your own adventure stylecontent, exploring campus life,
trivia contests, things that getpeople clicking and interacting
Jack (05:35):
beyond the platform tactics.
What about bigger culturaltrends?
Should we be tapping into those?
Jill (05:39):
Definitely.
If your institution has history,nostalgia, marketing can work
wonders, throwback photos,alumni memories, that resonates.
Mm-hmm.
Also, showcasing values andsocial impact is huge.
Now.
Sustainability efforts,community service.
Students care about that
Jack (05:56):
and wellness.
Jill (05:57):
Absolutely.
Talking openly about mentalhealth resources, sharing
students' stories aboutwellbeing, it's crucial.
The University of Illinois, forexample, is quite proactive in
messaging their mental healthsupport.
Jack (06:08):
With all this activity, how do we track.
What's actually working?
We need to be data driven,
Jill (06:13):
right?
Completely.
You have to monitor yourmetrics.
What content gets engagement,what drives clicks to your
website, what actually leads tosay an application start.
Jack (06:24):
So tracking all the way through.
Jill (06:26):
Yes.
And AB testing helps trydifferent formats, messages,
timing, stay on top of algorithmchanges.
They happen.
Focus on quality engagement, notjust likes
Jack (06:36):
and new features.
Jill (06:37):
Jump on them early if they make sense for you and explore
AI tools that can help withanalysis or even content ideas,
but you know, keep that humanoversight.
Jack (06:46):
Ultimately, this social effort needs to connect back to
goals like website traffic andconversions, right?
How do we make that link strong?
Jill (06:52):
Okay.
Key things here.
Optimize your profiles withclear trackable links.
Use those link in bio toolseffectively.
Jack (06:59):
Got it.
Jill (06:59):
Have strong calls to action in your posts.
Learn more.
Apply now.
Register here.
Use UTM parameters on your links
Jack (07:05):
ah, UTMs, so you can see exactly where traffic came from
in your analytics,
Jill (07:09):
exactly which platform, which campaign, even which
specific posts drove thatvisitor conversion.
Invaluable data.
Then put some ad budget behindyour best performing organic
posts to amplify them and makesure your social strategy and
your search strategy are talkingto each other.
Align for a smooth user journey.
Jack (07:27):
That's a fantastic breakdown in the social
landscape.
Let's shift gears now tograduate enrollment.
Things seem particularly complexthere, especially with policy
changes.
Jill (07:36):
They really are.
For institutions relying heavilyon international students or
federal grants, there's definiteuncertainty.
We're seeing potential impactsfrom, uh, shifting immigration
policies, things like travelrestrictions, potential changes
to H one B visas, or OPToptional
Jack (07:52):
practical training, right?
Jill (07:53):
Yes.
And even tightening researchfunding, these create real
challenges for graduateprograms.
Jack (07:57):
So what's the strategic response?
What should leaders be doing?
Jill (08:00):
Well, the analysis points to three main actions.
First scenario planning iscrucial.
Jack (08:06):
Thinking through the what ifs.
Jill (08:07):
Exactly.
What if international enrollmentdrops by x percent?
How does that affect staffing,research budgets?
You need contingency plans.
Jack (08:15):
Okay, that makes sense.
What else?
Jill (08:16):
Second, A deliberate reprioritization of domestic
enrollment growth.
This isn't just hoping for moredomestic students, it's
quantifying the lead volumeneeded and actively building
that pipeline.
Jack (08:28):
A proactive shift.
Jill (08:29):
Yes.
And third, understanding thecost of not acting.
There's data like from EAB,showing institutions that
invested strategically duringpast downturns actually saw.
Better enrollment than those whopulled back.
Inaction has a price,
Jack (08:44):
so be proactive.
Focus domestically where needed,and don't be afraid to invest
strategically, even in uncertaintimes.
Got it.
Let's move to anotherCornerstone, the university
website.
A redesign is a hugeundertaking.
Jill (08:56):
Huge, and it's so much more than just making it look
prettier.
One piece that often getsunderestimated is the content
management system, the CMS, the
Jack (09:03):
backend system,
Jill (09:04):
right?
The CMS dictates how the websiteactually works, how easy it is
for your team to manage contentlong-term.
It's fundamental, not justtechnical detail.
Jack (09:12):
So what are the key decisions around the CMS during
a redesign?
Jill (09:15):
Four big ones.
Stand out first, choosing yourdesign and strategy partner.
You have to ensure theyunderstand your CMS or systems
like it.
Jack (09:23):
Why is that so critical?
Jill (09:24):
Because their design needs to work with the CMS.
Can they support modularcontent?
Create templates your editorscan actually use easily.
Do they get your contentstrategy?
If not, you end up with thedesign.
The CMS can't properly support.
Big problems later.
Jack (09:39):
Okay, so partner selection is tied to the tech.
What's second?
Jill (09:42):
Defining your design and content strategy with the CMS in
mind.
Ask, can the CMS actuallydeliver what we need?
Can it handle reusable contentblocks, complex permissions for
different departments,personalization for different
audiences.
So
Jack (09:58):
aligning strategy and functionality early
Jill (10:00):
crucial.
You need to know if it supportsstructured versus unstructured
content.
Well shared content, maybemultilingual needs,
personalization features yourgovernance model all before you
commit.
Jack (10:12):
Makes sense.
What's the third criticaldecision
Jill (10:14):
selecting the right CMS platform?
View it as a strategicinvestment.
Does it empower your contentcreators support your goals?
Jack (10:21):
What happens if it's the wrong fit?
Jill (10:22):
Frustrated editors, content, bottlenecks in
flexibility, technical debt.
It really hampers you.
So ask, is it intuitive fornon-tech users?
Does it guide contributors in,integrate with other systems?
Is it scalable?
What's the support like?
Jack (10:37):
And the fourth decision,
Jill (10:38):
thoughtful implementation.
A great CMS set up poorly isstill well poor.
How are content types defined?
How our templates built?
Permission set a smartimplementation connect,
strategy, design, and tech.
Jack (10:52):
Enabling things like content sharing and
personalization.
Jill (10:54):
Exactly.
Think about editor autonomy,built in accessibility and SEO
tools, maybe AI features,personalization, support,
multi-site publishing if youneed it.
The bottom line is bring the CMSinto the resigned conversation
early.
Treat it like a strategicpartner.
Jack (11:09):
That's a really important perspective.
It's not just plumbing, it'sfoundational.
Okay.
Shifting again, let's talkadvertising.
The analysis suggests higher edads can be.
A bit generic.
Jill (11:18):
Yeah, that's putting it mildly.
Sometimes you see a lot of thesame formula, right?
Logo ranking, nice campus shot,the.edu, link,
Jack (11:25):
the standard playbook,
Jill (11:26):
right?
And in a crowded space thatoften just blends in, it doesn't
grab attention.
The push is for higher edcreative to evolve to be more
like strong consumer brand's.
Attention grabbing may be moreemotional and directly relevant
to the audience.
Jack (11:42):
So what specifically isn't working with that traditional
approach?
Jill (11:45):
Well, the generic feel leads to brand confusion.
Whose ad was that again?
And often the messaging isfocused inward on what the
institution is proud of.
Like a ranking
Jack (11:56):
instead of what the student actually cares about.
Jill (11:58):
Exactly.
Students are worried aboutcareers paying for college,
fitting in.
Ads need to speak to thoseconcerns, not just internal
priorities.
Jack (12:05):
So what does work then?
What makes an ad effectivetoday?
Jill (12:09):
Ads that hit specific motivations or pain points using
copy that resonates, that feelsauthentic.
Making sure the ad feels nativeto the platform.
It's on
Jack (12:18):
native, meaning it doesn't stick out like a sore thumb is
an ad
Jill (12:21):
precisely, and aligning the message tightly with the
campaign goal.
If you're targeting first genstudents, maybe focus on
affordability and job outcomes.
It's about tailoring
Jack (12:30):
and tailoring for different audiences too, right?
Like adult learners versus highschoolers.
Jill (12:33):
Absolutely.
Their needs questions and whereyou reach them are totally
different.
I.
The creative has to reflectthat.
Jack (12:39):
The sources also mentioned designing for the specific media
channel.
Can you expand on that?
Jill (12:44):
Yeah.
This is critical.
A billboard needs bold visuals,minimal text, glanceable info.
Jack (12:50):
Okay.
Jill (12:51):
Social media ads, like on TikTok or Instagram should feel
more organic, maybestory-driven, fitting into the
feed.
Streaming TV ads, you've gotmaybe 30 seconds, so they need
to be engaging quickly, tell aconcise story.
Jack (13:04):
So no more one size fits all creative.
Jill (13:05):
Definitely not.
It just doesn't work effectivelyanymore.
Jack (13:08):
How can we take a hard look at our own ads?
What questions should we ask?
Jill (13:12):
Good question.
Audit your creative Ask.
If we took the logo off, wouldanyone know it's us?
What's the one main goal of thisad?
Does the creative actuallysupport that goal?
Is this the right platform forthat goal and audience?
And the big one is this messageabout us, or is it really
addressing the audience's needs?
Jack (13:30):
Those are tough but necessary questions.
What's the foundation forgetting this right?
Jill (13:35):
It always comes back to truly understanding your
audience deeply.
Surveys, focus groups, digginginto your enrollment data to
build real personas,
Jack (13:44):
because relevance is key.
Jill (13:45):
It's everything relevant.
Personalized, creative is whatcuts through the noise, captures
attention, and ultimately drivesthe results you need.
Jack (13:53):
Okay.
We've covered a lot of groundsocial grad enrollment,
websites, ads.
What are some of the commonthreads or big takeaways are
merging across these differentanalyses for 2025?
Jill (14:05):
Well, five common themes keep popping up.
First, know your audience seemsobvious, but it's fundamental.
Second, use social mediasmartly, strategically,
Jack (14:12):
not just posting for posting sake.
Jill (14:14):
Right?
Third, invest in your websitestrategy and SEO, their core
assets.
Fourth, personalize youroutreach using data.
And fifth.
Teamwork, marketing isn'tworking in a silo anymore.
Jack (14:25):
Those sound like solid, widely accepted principles.
Were there any more, uh,controversial ideas floating
around things that challengedthe status quo?
Jill (14:34):
Oh yeah, definitely.
Some more provocative pointsemerged.
One is that traditionalmarketing approaches are
basically failing higher ed now,
Jack (14:41):
failing strong word.
It
Jill (14:43):
is another is that universities need to think more
like businesses in theirmarketing and operations.
Also, the idea that social mediashould be used more for learning
and connection, not justpromotion.
Interesting.
Two more questioning whetheroutsourcing your core strategy
is always the best move and astrong argument that SEO should
be the absolute top priority.
Maybe even overpaid advertisingin some cases.
Jack (15:05):
Wow.
Okay.
Those definitely challengeconventional thinking.
Jill (15:08):
Yeah.
Jack (15:08):
Can we quickly synthesize some key points?
From the various sourcesmentioned in the roundup, like
the social media playbook.
Jill (15:15):
Sure.
The playbook emphasized carefulplanning, knowing the audience,
again, active listening andtesting content, relentlessly
Jack (15:23):
graduate enrollment strategies.
Jill (15:24):
Key points there were strengthening employer
partnerships, diversifyingrecruitment beyond traditional
pools, using tech to expandaccess, and as we discussed,
planning strategically againstpolicy shifts,
Jack (15:36):
website redesign, guidance.
Jill (15:38):
That stress CMS strategy, being critical, using audience
insights to drive design andtesting early and often,
Jack (15:45):
and SEO.
Particularly for online programmanagers or OPMs,
Jill (15:51):
the focus there was on SEO as a primary driver of growth,
the importance of strong contentand visibility and using data
for optimization.
Jack (15:58):
How about capturing student attention?
Jill (16:00):
That analysis highlighted meeting students where they are,
social media for communicationand learning, but always
ethically
Jack (16:07):
effective ads,
Jill (16:07):
understanding the target audience.
Using emotion and storytelling,strong visuals, concise
messages, pretty much what wejust discussed,
Jack (16:15):
and insights from partnership campaigns.
Like with RNL,
Jill (16:18):
those showed that strong partnerships can boost
enrollment and thatpersonalization and data are
absolutely key to success there.
Jack (16:25):
Makes sense.
What about maximizing overallenrollment?
Potential
Jill (16:28):
collaboration across departments, data-driven
decisions, leveraging technologyeffectively and being open to
external partnerships werehighlighted.
Jack (16:37):
LinkedIn boosted posts specifically.
Jill (16:38):
Simple takeaways.
They increase visibility, allowprecise targeting.
You need to analyze the resultsand they can help build thought
leadership
Jack (16:47):
and the general advice on marketing to today's students.
Jill (16:49):
Fundamentally, update your strategies, focus relentlessly
on student needs, and learn fromwhat others are doing
successfully.
Jack (16:57):
So looking across all of that, what are the really big
overarching themes for higher edmarketing moving forward?
Jill (17:03):
I think it boils down to a few core ideas.
Adaptation is non-negotiable.
There needs to be a relentlessfocus on the student experience
and student needs.
Data has to drive decisions.
Digital channels, especiallysocial and web, are absolutely
central.
But how we use them is evolvingfast,
Jack (17:22):
which brings us to the need to really modernize our
overall marketing approach,doesn't it?
Yeah.
Relying on old methods justwon't cut it anymore.
Jill (17:29):
Exactly.
Student behavior has changed.
AI is transforming the tools weuse.
Budgets might be tighter.
You can't just do what you didfive years ago.
Jack (17:38):
So what are the key shifts we need to embrace in digital
marketing specifically?
Let's start with the website.
Jill (17:42):
Okay.
The website isn't just abrochure anymore.
It has to be a dynamic,user-centric experience.
That means tight integration ofSEO and geotargeting from the
ground up.
Jack (17:52):
Making it discoverable.
Jill (17:53):
Yes.
And using it to amplify yourbrand message consistently.
The content needs to aligndirectly with student needs and
digital trends.
SEO, user journey optimization,brand amplification, content
marketing.
They're all.
Interconnected parts of thewebsite strategy now.
Jack (18:09):
And what about paid media?
That seems to be changingrapidly too, especially with ai.
Jill (18:13):
Huge shifts there.
We're moving away frompainstaking manual campaign
management towards AI drivenoptimization.
Think smart bidding strategies,responsive search ads that adapt
automatically using broadermatch keywords because the AI
can handle the targeting nuancesbetter,
Jack (18:30):
less granular control, more feeding the machine the
right signals.
Jill (18:34):
In a way, yes.
And campaign consolidation ishappening too, with things like
Google's Performance Maxcampaigns that run across
multiple channels.
The focus shifts to providingstrong audience signals and high
quality creative assets ratherthan micromanaging bids and
keywords.
Jack (18:48):
Amidst all this tech and strategy, what about the brand
itself?
How important is that?
Jill (18:52):
More important than ever in a crowded market, your brand
is your differentiator.
There's this perceptionsometimes that higher ed is kind
of stuck in the past, right?
So.
Building a strong brand throughcompelling storytelling, a
consistent presence, making thatemotional connection is crucial.
It's about balancing the promiseyou make with the proof you
(19:13):
deliver that builds trust anddrives enrollment.
Jack (19:16):
How do you balance that brand building, which is often
long term with performancemarketing that needs to drive
leads Now.
Jill (19:22):
That's the million dollar question, isn't it?
There's no single right answer.
It depends on your institution'sspecific goals, but some suggest
a split, maybe a 20, 35% focusedon brand building activities and
65, 80% on direct performancemarketing,
Jack (19:37):
but it requires testing.
Jill (19:38):
Absolutely you need a testing mentality.
Brand marketing is a longerinvestment, and measuring its
direct impact can be trickier,but it lifts everything else you
need, both working together.
Jack (19:47):
So the final message really seems to be embrace
change, rethink strategies,adapt.
Jill (19:53):
That's it.
Don't be afraid to revisit yourwebsite strategy.
Shift your media mix,consolidate campaigns.
If it makes sense, maybeconsider working with external
partners or agencies if you needspecialized expertise.
Jack (20:05):
Because standing still isn't an option.
Jill (20:08):
Not anymore.
The institutions that willthrive are the ones bold enough
to evolve strategically,creatively, and uh, with real
purpose.
Jack (20:17):
This has been incredibly insightful.
It really highlights how dynamichigher education marketing is
right now, and the need for aproactive, really student
centered and data informedapproach.
Jill (20:28):
Absolutely.
Hopefully listeners can takesome of these ideas and reflect
on how they apply to their ownunique situations and
challenges.
Jack (20:35):
Definitely food for thought.
Maybe encourage everyonelistening to revisit some of the
original sources we touched onor dig deeper into areas like
social, SEO or CMS strategy, ifthat sparks something.
Jill (20:46):
Yeah, there's always more to learn.
The landscape will keepevolving, that's for sure.
Continuous learning andadaptation are really the name
of the game now to connecteffectively.
Jack (20:54):
A great final thought.
Thanks so much for sharing allthis today.
Jill (20:57):
My pleasure.
Welcome everyone.
(00:01):
We're focusing today onsomething critical for all of us
in higher education, marketing,navigating 2025.
It feels like staying relevantis, uh, more challenging than
ever.
Jill (00:12):
It really is.
It's not just about keeping paceanymore, is it?
It's about getting ahead.
Jack (00:16):
Exactly.
So our goal today is to pull outthe key insights, the actionable
strategies you can actually use.
Based on some recent expertanalysis,
Jill (00:24):
right?
We've looked at quite a bit.
Social media, playbooks, uh,strategic analysis on
enrollment, website guidance,even creative advertising ideas,
and industry roundups.
Jack (00:34):
So a real mix.
Jill (00:35):
Yeah.
The idea is to synthesize itall, make it digestible and
highlight what really mattersfor marketers like you right
now.
Okay, great.
Jack (00:42):
Let's start with, well, the big one.
Social media.
Mm.
It feels like the ground ruleschange almost daily when it
comes to student recruitment.
Jill (00:50):
Oh, absolutely.
And the biggest thing is howprospective students, especially
Gen Z, are using these platformsnow.
Jack (00:57):
It's different, isn't it?
Jill (00:58):
Completely, yeah.
Think about TikTok Instagram.
They aren't just for, you know,watching funny videos anymore.
They're functioning like searchengines.
Search
Jack (01:05):
engines.
Really?
Jill (01:06):
Yes, for quick info for exploring options, getting a
feel for a place.
It means fundamentally having asolid social media presence
isn't optional.
It's baseline,
Jack (01:18):
so just being there isn't enough.
We need actual strategies foreach platform.
Jill (01:23):
Precisely.
You can't just copy paste.
Instagram, for example, is allabout the visuals, right?
Storytelling through images,promoting events with reels,
showing the real studentexperience.
Okay.
Then TikTok, that's your spotfor short, snappy, maybe Fun,
informative content.
Great for just getting your nameout there with younger crowds
Jack (01:41):
and YouTube.
Still relevant
Jill (01:43):
definitely, but more for longer stuff.
Think student testimonials,virtual tours.
John Cavitt University does somereally effective virtual tours,
actually.
Right.
Educational content too.
Right.
And don't forget, Facebook'sstill important for connecting
with parents, alumni, the localcommunity and LinkedIn.
That's key for professionalcred, uh, academic reputation
and reaching parents or maybegraduate prospects.
(02:04):
Mm-hmm.
University of Connecticut usesit well for highlighting alumni
achievements.
Jack (02:08):
It really feels like short form video is dominating the
conversation lately.
TikTok reels.
What's the magic there?
Jill (02:16):
Well, it's how those algorithms work, isn't it?
They're incredibly good atserving up relevant,
entertaining stuff reallyquickly.
It feels less curated, more likediscovery,
Jack (02:24):
which fits how students explore colleges initially.
Jill (02:27):
Exactly.
They're exploring.
So, uh, the content needs toreflect that.
Less polish, maybe more raw,authentic glimpses.
Think quick under a minute.
Vlogs from students.
A professor explaining somethingcool.
Jack (02:39):
Stuff that stops the scroll
Jill (02:40):
that freezes the thumb.
Yeah.
That immediate connection
Jack (02:43):
and that ties into user generated content or UGC, which
the research really highlights.
Oh,
Jill (02:48):
massively.
UGC has this, uh, authenticityadvantage content from your
actual students, faculty,alumni.
Yeah.
It just builds trust in a way.
Polished marketing.
Can't
Jack (02:59):
people trust people?
Jill (03:00):
Right.
The stats bear it out.
Something like 84% of consumerstrust UGC over ads.
So you need ways to encourageit.
Jack (03:06):
Like what, how do you get that content?
Jill (03:07):
Yeah.
Find your existing fans, yourstudent ambassadors.
Create ways.
For people to participate.
Maybe a simple hashtag campaignlike, you know, hashtag my first
date, your school or something.
Okay.
Make sure you feature diversevoices.
Give some gentle guidance, maybethemes, but don't stifle them.
And always, always amplify thecreators.
(03:28):
Harvey Mud College had a, agreat student feature on TikTok
that really nailed this.
Jack (03:33):
So it's about community.
Yeah.
Letting their voices shine.
Now, you mentioned somethinginteresting earlier.
Social, SEO.
What exactly is that?
Jill (03:41):
Yeah, it's basically applying SEO thinking like you
do for Google, but inside thesocial platforms themselves.
Jack (03:46):
So optimizing for searches within TikTok or Instagram?
Jill (03:49):
Exactly.
What terms are students actuallytyping into the search bar on
those apps?
When looking for college info,that's what you optimize for.
Jack (03:56):
How do you do that?
Jill (03:56):
Key things.
Optimize your profiledescriptions with keywords.
Keep branding consistent.
Create content that answerscommon questions.
Student faculty ratio, housingoptions, you know, right?
Use strategic hashtags andkeywords in your posts and
captions, geotag your posts forlocal reach and post
consistently, so you're alwaysshowing up.
Randolph Macon College does agood job with catchy headlines
(04:18):
and hashtags for their sportsteams, for instance.
Jack (04:21):
So being discoverable within the platforms world.
Jill (04:24):
Hmm.
Jack (04:25):
And you stressed platform specific strategies earlier.
Jill (04:28):
Absolutely critical.
You can't treat them the same.
Yeah.
Facebook think events.
Targeted ads for specific groupslike parents, community group
engagement, maybe longer contentpieces.
Okay.
Instagram, right.
High quality photos are stillking.
Stories reels.
Organizing content intohighlights.
Uhhuh, TikTok.
Needs that authentic feel.
Jumping on trends, maybefeaturing charismatic students
(04:51):
or staff.
Mm-hmm.
Using their built-in tools,right?
YouTube structured playlists,work well, mix long form, and
shorts, definitely keywordoptimization.
Use cards and end screens.
Maybe live q and as andLinkedIn.
LinkedIn is more professional,obviously.
Thought leadership from facultyalumni success stories showing
career paths, researchhighlights, engaging in industry
conversations.
Jack (05:10):
Okay.
That's a lot to Mandy.
What about making it moreinteractive?
I saw mentions of gamification.
Jill (05:15):
Yeah.
Gamification can be a great wayto boost engagement, make it
fun.
Think Instagram story quizzesabout campus facts or TikTok
Challenges.
Encouraging participation
Jack (05:24):
like a digital scavenger, huh?
Jill (05:25):
Exactly.
Or maybe.
Choose your own adventure stylecontent, exploring campus life,
trivia contests, things that getpeople clicking and interacting
Jack (05:35):
beyond the platform tactics.
What about bigger culturaltrends?
Should we be tapping into those?
Jill (05:39):
Definitely.
If your institution has history,nostalgia, marketing can work
wonders, throwback photos,alumni memories, that resonates.
Mm-hmm.
Also, showcasing values andsocial impact is huge.
Now.
Sustainability efforts,community service.
Students care about that
Jack (05:56):
and wellness.
Jill (05:57):
Absolutely.
Talking openly about mentalhealth resources, sharing
students' stories aboutwellbeing, it's crucial.
The University of Illinois, forexample, is quite proactive in
messaging their mental healthsupport.
Jack (06:08):
With all this activity, how do we track.
What's actually working?
We need to be data driven,
Jill (06:13):
right?
Completely.
You have to monitor yourmetrics.
What content gets engagement,what drives clicks to your
website, what actually leads tosay an application start.
Jack (06:24):
So tracking all the way through.
Jill (06:26):
Yes.
And AB testing helps trydifferent formats, messages,
timing, stay on top of algorithmchanges.
They happen.
Focus on quality engagement, notjust likes
Jack (06:36):
and new features.
Jill (06:37):
Jump on them early if they make sense for you and explore
AI tools that can help withanalysis or even content ideas,
but you know, keep that humanoversight.
Jack (06:46):
Ultimately, this social effort needs to connect back to
goals like website traffic andconversions, right?
How do we make that link strong?
Jill (06:52):
Okay.
Key things here.
Optimize your profiles withclear trackable links.
Use those link in bio toolseffectively.
Jack (06:59):
Got it.
Jill (06:59):
Have strong calls to action in your posts.
Learn more.
Apply now.
Register here.
Use UTM parameters on your links
Jack (07:05):
ah, UTMs, so you can see exactly where traffic came from
in your analytics,
Jill (07:09):
exactly which platform, which campaign, even which
specific posts drove thatvisitor conversion.
Invaluable data.
Then put some ad budget behindyour best performing organic
posts to amplify them and makesure your social strategy and
your search strategy are talkingto each other.
Align for a smooth user journey.
Jack (07:27):
That's a fantastic breakdown in the social
landscape.
Let's shift gears now tograduate enrollment.
Things seem particularly complexthere, especially with policy
changes.
Jill (07:36):
They really are.
For institutions relying heavilyon international students or
federal grants, there's definiteuncertainty.
We're seeing potential impactsfrom, uh, shifting immigration
policies, things like travelrestrictions, potential changes
to H one B visas, or OPToptional
Jack (07:52):
practical training, right?
Jill (07:53):
Yes.
And even tightening researchfunding, these create real
challenges for graduateprograms.
Jack (07:57):
So what's the strategic response?
What should leaders be doing?
Jill (08:00):
Well, the analysis points to three main actions.
First scenario planning iscrucial.
Jack (08:06):
Thinking through the what ifs.
Jill (08:07):
Exactly.
What if international enrollmentdrops by x percent?
How does that affect staffing,research budgets?
You need contingency plans.
Jack (08:15):
Okay, that makes sense.
What else?
Jill (08:16):
Second, A deliberate reprioritization of domestic
enrollment growth.
This isn't just hoping for moredomestic students, it's
quantifying the lead volumeneeded and actively building
that pipeline.
Jack (08:28):
A proactive shift.
Jill (08:29):
Yes.
And third, understanding thecost of not acting.
There's data like from EAB,showing institutions that
invested strategically duringpast downturns actually saw.
Better enrollment than those whopulled back.
Inaction has a price,
Jack (08:44):
so be proactive.
Focus domestically where needed,and don't be afraid to invest
strategically, even in uncertaintimes.
Got it.
Let's move to anotherCornerstone, the university
website.
A redesign is a hugeundertaking.
Jill (08:56):
Huge, and it's so much more than just making it look
prettier.
One piece that often getsunderestimated is the content
management system, the CMS, the
Jack (09:03):
backend system,
Jill (09:04):
right?
The CMS dictates how the websiteactually works, how easy it is
for your team to manage contentlong-term.
It's fundamental, not justtechnical detail.
Jack (09:12):
So what are the key decisions around the CMS during
a redesign?
Jill (09:15):
Four big ones.
Stand out first, choosing yourdesign and strategy partner.
You have to ensure theyunderstand your CMS or systems
like it.
Jack (09:23):
Why is that so critical?
Jill (09:24):
Because their design needs to work with the CMS.
Can they support modularcontent?
Create templates your editorscan actually use easily.
Do they get your contentstrategy?
If not, you end up with thedesign.
The CMS can't properly support.
Big problems later.
Jack (09:39):
Okay, so partner selection is tied to the tech.
What's second?
Jill (09:42):
Defining your design and content strategy with the CMS in
mind.
Ask, can the CMS actuallydeliver what we need?
Can it handle reusable contentblocks, complex permissions for
different departments,personalization for different
audiences.
So
Jack (09:58):
aligning strategy and functionality early
Jill (10:00):
crucial.
You need to know if it supportsstructured versus unstructured
content.
Well shared content, maybemultilingual needs,
personalization features yourgovernance model all before you
commit.
Jack (10:12):
Makes sense.
What's the third criticaldecision
Jill (10:14):
selecting the right CMS platform?
View it as a strategicinvestment.
Does it empower your contentcreators support your goals?
Jack (10:21):
What happens if it's the wrong fit?
Jill (10:22):
Frustrated editors, content, bottlenecks in
flexibility, technical debt.
It really hampers you.
So ask, is it intuitive fornon-tech users?
Does it guide contributors in,integrate with other systems?
Is it scalable?
What's the support like?
Jack (10:37):
And the fourth decision,
Jill (10:38):
thoughtful implementation.
A great CMS set up poorly isstill well poor.
How are content types defined?
How our templates built?
Permission set a smartimplementation connect,
strategy, design, and tech.
Jack (10:52):
Enabling things like content sharing and
personalization.
Jill (10:54):
Exactly.
Think about editor autonomy,built in accessibility and SEO
tools, maybe AI features,personalization, support,
multi-site publishing if youneed it.
The bottom line is bring the CMSinto the resigned conversation
early.
Treat it like a strategicpartner.
Jack (11:09):
That's a really important perspective.
It's not just plumbing, it'sfoundational.
Okay.
Shifting again, let's talkadvertising.
The analysis suggests higher edads can be.
A bit generic.
Jill (11:18):
Yeah, that's putting it mildly.
Sometimes you see a lot of thesame formula, right?
Logo ranking, nice campus shot,the.edu, link,
Jack (11:25):
the standard playbook,
Jill (11:26):
right?
And in a crowded space thatoften just blends in, it doesn't
grab attention.
The push is for higher edcreative to evolve to be more
like strong consumer brand's.
Attention grabbing may be moreemotional and directly relevant
to the audience.
Jack (11:42):
So what specifically isn't working with that traditional
approach?
Jill (11:45):
Well, the generic feel leads to brand confusion.
Whose ad was that again?
And often the messaging isfocused inward on what the
institution is proud of.
Like a ranking
Jack (11:56):
instead of what the student actually cares about.
Jill (11:58):
Exactly.
Students are worried aboutcareers paying for college,
fitting in.
Ads need to speak to thoseconcerns, not just internal
priorities.
Jack (12:05):
So what does work then?
What makes an ad effectivetoday?
Jill (12:09):
Ads that hit specific motivations or pain points using
copy that resonates, that feelsauthentic.
Making sure the ad feels nativeto the platform.
It's on
Jack (12:18):
native, meaning it doesn't stick out like a sore thumb is
an ad
Jill (12:21):
precisely, and aligning the message tightly with the
campaign goal.
If you're targeting first genstudents, maybe focus on
affordability and job outcomes.
It's about tailoring
Jack (12:30):
and tailoring for different audiences too, right?
Like adult learners versus highschoolers.
Jill (12:33):
Absolutely.
Their needs questions and whereyou reach them are totally
different.
I.
The creative has to reflectthat.
Jack (12:39):
The sources also mentioned designing for the specific media
channel.
Can you expand on that?
Jill (12:44):
Yeah.
This is critical.
A billboard needs bold visuals,minimal text, glanceable info.
Jack (12:50):
Okay.
Jill (12:51):
Social media ads, like on TikTok or Instagram should feel
more organic, maybestory-driven, fitting into the
feed.
Streaming TV ads, you've gotmaybe 30 seconds, so they need
to be engaging quickly, tell aconcise story.
Jack (13:04):
So no more one size fits all creative.
Jill (13:05):
Definitely not.
It just doesn't work effectivelyanymore.
Jack (13:08):
How can we take a hard look at our own ads?
What questions should we ask?
Jill (13:12):
Good question.
Audit your creative Ask.
If we took the logo off, wouldanyone know it's us?
What's the one main goal of thisad?
Does the creative actuallysupport that goal?
Is this the right platform forthat goal and audience?
And the big one is this messageabout us, or is it really
addressing the audience's needs?
Jack (13:30):
Those are tough but necessary questions.
What's the foundation forgetting this right?
Jill (13:35):
It always comes back to truly understanding your
audience deeply.
Surveys, focus groups, digginginto your enrollment data to
build real personas,
Jack (13:44):
because relevance is key.
Jill (13:45):
It's everything relevant.
Personalized, creative is whatcuts through the noise, captures
attention, and ultimately drivesthe results you need.
Jack (13:53):
Okay.
We've covered a lot of groundsocial grad enrollment,
websites, ads.
What are some of the commonthreads or big takeaways are
merging across these differentanalyses for 2025?
Jill (14:05):
Well, five common themes keep popping up.
First, know your audience seemsobvious, but it's fundamental.
Second, use social mediasmartly, strategically,
Jack (14:12):
not just posting for posting sake.
Jill (14:14):
Right?
Third, invest in your websitestrategy and SEO, their core
assets.
Fourth, personalize youroutreach using data.
And fifth.
Teamwork, marketing isn'tworking in a silo anymore.
Jack (14:25):
Those sound like solid, widely accepted principles.
Were there any more, uh,controversial ideas floating
around things that challengedthe status quo?
Jill (14:34):
Oh yeah, definitely.
Some more provocative pointsemerged.
One is that traditionalmarketing approaches are
basically failing higher ed now,
Jack (14:41):
failing strong word.
It
Jill (14:43):
is another is that universities need to think more
like businesses in theirmarketing and operations.
Also, the idea that social mediashould be used more for learning
and connection, not justpromotion.
Interesting.
Two more questioning whetheroutsourcing your core strategy
is always the best move and astrong argument that SEO should
be the absolute top priority.
Maybe even overpaid advertisingin some cases.
Jack (15:05):
Wow.
Okay.
Those definitely challengeconventional thinking.
Jill (15:08):
Yeah.
Jack (15:08):
Can we quickly synthesize some key points?
From the various sourcesmentioned in the roundup, like
the social media playbook.
Jill (15:15):
Sure.
The playbook emphasized carefulplanning, knowing the audience,
again, active listening andtesting content, relentlessly
Jack (15:23):
graduate enrollment strategies.
Jill (15:24):
Key points there were strengthening employer
partnerships, diversifyingrecruitment beyond traditional
pools, using tech to expandaccess, and as we discussed,
planning strategically againstpolicy shifts,
Jack (15:36):
website redesign, guidance.
Jill (15:38):
That stress CMS strategy, being critical, using audience
insights to drive design andtesting early and often,
Jack (15:45):
and SEO.
Particularly for online programmanagers or OPMs,
Jill (15:51):
the focus there was on SEO as a primary driver of growth,
the importance of strong contentand visibility and using data
for optimization.
Jack (15:58):
How about capturing student attention?
Jill (16:00):
That analysis highlighted meeting students where they are,
social media for communicationand learning, but always
ethically
Jack (16:07):
effective ads,
Jill (16:07):
understanding the target audience.
Using emotion and storytelling,strong visuals, concise
messages, pretty much what wejust discussed,
Jack (16:15):
and insights from partnership campaigns.
Like with RNL,
Jill (16:18):
those showed that strong partnerships can boost
enrollment and thatpersonalization and data are
absolutely key to success there.
Jack (16:25):
Makes sense.
What about maximizing overallenrollment?
Potential
Jill (16:28):
collaboration across departments, data-driven
decisions, leveraging technologyeffectively and being open to
external partnerships werehighlighted.
Jack (16:37):
LinkedIn boosted posts specifically.
Jill (16:38):
Simple takeaways.
They increase visibility, allowprecise targeting.
You need to analyze the resultsand they can help build thought
leadership
Jack (16:47):
and the general advice on marketing to today's students.
Jill (16:49):
Fundamentally, update your strategies, focus relentlessly
on student needs, and learn fromwhat others are doing
successfully.
Jack (16:57):
So looking across all of that, what are the really big
overarching themes for higher edmarketing moving forward?
Jill (17:03):
I think it boils down to a few core ideas.
Adaptation is non-negotiable.
There needs to be a relentlessfocus on the student experience
and student needs.
Data has to drive decisions.
Digital channels, especiallysocial and web, are absolutely
central.
But how we use them is evolvingfast,
Jack (17:22):
which brings us to the need to really modernize our
overall marketing approach,doesn't it?
Yeah.
Relying on old methods justwon't cut it anymore.
Jill (17:29):
Exactly.
Student behavior has changed.
AI is transforming the tools weuse.
Budgets might be tighter.
You can't just do what you didfive years ago.
Jack (17:38):
So what are the key shifts we need to embrace in digital
marketing specifically?
Let's start with the website.
Jill (17:42):
Okay.
The website isn't just abrochure anymore.
It has to be a dynamic,user-centric experience.
That means tight integration ofSEO and geotargeting from the
ground up.
Jack (17:52):
Making it discoverable.
Jill (17:53):
Yes.
And using it to amplify yourbrand message consistently.
The content needs to aligndirectly with student needs and
digital trends.
SEO, user journey optimization,brand amplification, content
marketing.
They're all.
Interconnected parts of thewebsite strategy now.
Jack (18:09):
And what about paid media?
That seems to be changingrapidly too, especially with ai.
Jill (18:13):
Huge shifts there.
We're moving away frompainstaking manual campaign
management towards AI drivenoptimization.
Think smart bidding strategies,responsive search ads that adapt
automatically using broadermatch keywords because the AI
can handle the targeting nuancesbetter,
Jack (18:30):
less granular control, more feeding the machine the
right signals.
Jill (18:34):
In a way, yes.
And campaign consolidation ishappening too, with things like
Google's Performance Maxcampaigns that run across
multiple channels.
The focus shifts to providingstrong audience signals and high
quality creative assets ratherthan micromanaging bids and
keywords.
Jack (18:48):
Amidst all this tech and strategy, what about the brand
itself?
How important is that?
Jill (18:52):
More important than ever in a crowded market, your brand
is your differentiator.
There's this perceptionsometimes that higher ed is kind
of stuck in the past, right?
So.
Building a strong brand throughcompelling storytelling, a
consistent presence, making thatemotional connection is crucial.
It's about balancing the promiseyou make with the proof you
(19:13):
deliver that builds trust anddrives enrollment.
Jack (19:16):
How do you balance that brand building, which is often
long term with performancemarketing that needs to drive
leads Now.
Jill (19:22):
That's the million dollar question, isn't it?
There's no single right answer.
It depends on your institution'sspecific goals, but some suggest
a split, maybe a 20, 35% focusedon brand building activities and
65, 80% on direct performancemarketing,
Jack (19:37):
but it requires testing.
Jill (19:38):
Absolutely you need a testing mentality.
Brand marketing is a longerinvestment, and measuring its
direct impact can be trickier,but it lifts everything else you
need, both working together.
Jack (19:47):
So the final message really seems to be embrace
change, rethink strategies,adapt.
Jill (19:53):
That's it.
Don't be afraid to revisit yourwebsite strategy.
Shift your media mix,consolidate campaigns.
If it makes sense, maybeconsider working with external
partners or agencies if you needspecialized expertise.
Jack (20:05):
Because standing still isn't an option.
Jill (20:08):
Not anymore.
The institutions that willthrive are the ones bold enough
to evolve strategically,creatively, and uh, with real
purpose.
Jack (20:17):
This has been incredibly insightful.
It really highlights how dynamichigher education marketing is
right now, and the need for aproactive, really student
centered and data informedapproach.
Jill (20:28):
Absolutely.
Hopefully listeners can takesome of these ideas and reflect
on how they apply to their ownunique situations and
challenges.
Jack (20:35):
Definitely food for thought.
Maybe encourage everyonelistening to revisit some of the
original sources we touched onor dig deeper into areas like
social, SEO or CMS strategy, ifthat sparks something.
Jill (20:46):
Yeah, there's always more to learn.
The landscape will keepevolving, that's for sure.
Continuous learning andadaptation are really the name
of the game now to connecteffectively.
Jack (20:54):
A great final thought.
Thanks so much for sharing allthis today.
Jill (20:57):
My pleasure.
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