Enrollment Marketing Strategy: How to Attract Students and Align Programs

Enrollment marketing strategy is no longer optional—it’s essential for institutions looking to grow in a competitive, high-cost digital environment. In this episode, Dr. Drumm McNaughton speaks with Max DesMarais, Director of Strategy at Vital, about how colleges and universities can use data, content strategy, and full-funnel marketing to improve student recruitment and ensure academic offerings align with demand.

Building an Effective Enrollment Marketing Strategy

• Validate program demand before launch using research, polling, and student behavior data.
• Use student-friendly program names that match what prospective learners are searching for.
• Treat marketing as a strategic function, not just an operational cost.

Improving Program Visibility and Differentiation

• Define what sets your programs apart—and communicate it clearly.
• Avoid generic messaging; focus on outcomes, flexibility, and student needs.
• Promote content that supports early-stage decision-making, not just applications.

Aligning Programs with Market Needs

• Adjust program format, pricing, and positioning to reflect real-world demand.
• Consider flexible tuition strategies and delivery models for nontraditional learners.
• Use community and employer input to shape offerings before they launch.

Three Takeaways for University Presidents and Boards

1. Lead with Research – Don’t greenlight programs or campaigns without validating student and employer interest.
2. Invest in Full-Funnel Marketing – Build awareness and trust early to reduce cost per lead and improve conversions.
3. Clarify Differentiation – Know what makes your institution unique and ensure it’s reflected in every message.

Institutions that align marketing, academic planning, and student insights will be positioned to thrive in a shrinking enrollment environment. Tune in to learn how to sharpen your enrollment marketing strategy and build a more responsive, competitive institution.

Read the transcript on our website: https://changinghighered.com/enrollment-marketing-strategy-how-to-attract-students-and-align-programs/

#EnrollmentMarketing #HigherEdLeadership #AcademicProgramGrowth #StudentRecruitmentStrategy

About Our Podcast Guest

Max DesMarais runs the digital marketing strategy and paid advertising departments at Vital, managing online marketing activity and processes for a wide variety of clients - including Vital's own marketing department. He has a specialization in education and has helped dozens of clients improve the results and efficiency of their marketing strategy.

Connect with Max DesMarais on LinkedIn →

About the Podcast Host

Dr. Drumm McNaughton is the founder, CEO, and Principal Consultant at .css-j9qmi7{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;font-weight:700;margin-bottom:1rem;margin-top:2.8rem;width:100%;-webkit-box-pack:start;-ms-flex-pack:start;-webkit-justify-content:start;justify-content:start;padding-left:5rem;}@media only screen and (max-width: 599px){.css-j9qmi7{padding-left:0;-webkit-box-pack:center;-ms-flex-pack:center;-webkit-justify-content:center;justify-content:center;}}.css-j9qmi7 svg{fill:#27292D;}.css-j9qmi7 .eagfbvw0{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;color:#27292D;}