Marketing That Connects

Many institutions struggle with a disconnect between polished marketing materials and actual student engagement or enrollment outcomes. We explore why beautiful branding often fails to resonate with prospective students and how to create messaging that truly connects.

• Professional marketing isn't always effective when it doesn't speak to students' values, fears, and aspirations
• International students often seek belonging, safety and community over career statistics
• Students want to know if they'll feel welcome, see people like themselves, and receive proper support
• Co-create content with current students using authentic voices rather than scripts
• Localize your strategy to different markets rather than using one-size-fits-all messaging
• Ensure marketing and admissions teams work in close alignment
• Focus on showing the experience rather than just listing features

Subscribe to the Future of Recruitment and Admissions by East Coast Admissions on your favorite platform and check out our sister podcast, the East Coast Admissions Podcast, designed specifically for students.

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Episode Transcript

Speaker 1 (00:11):
Hello and welcome back to the Future of
Recruitment and Admissions byEast Coast Admissions, where we
unpack what's outdated in thisspace and explore smarter ways
forward.
I'm your host, cleopatra, andtoday we are diving into
something that stinks for manyinstitutions.
When your marketing is polished, professional and perfectly on

(00:32):
brand, but students just areinvited, it's frustrating.
I know You've invested in slickbrochures, a new website, paid
campaigns, maybe even influencercollaborations, but you are
still not seeing the needle movewhen it comes to the interest
or enrollment.
Let's talk about why thatdisconnect happens and what you

(00:53):
can do about it.
I've seen it firsthand auniversity rebrands with a
stunning visual identity andlaunches a digital campaign that
wins awards, but internally,admissions is still wondering
where are the applications?
Here is the truth Goodmarketing isn't always effective

(01:13):
marketing, especially when themessage doesn't speak directly
to your audience's values, fearsand aspirations.
In other words, your marketingmight be beautiful, but it might
just not be relevant.
Let me tell you a story.
A school I work with ran a hugecampaign focused on career
outcomes.
Their messaging was all aboutgraduate salaries, job

(01:37):
placements and return oninvestment.
On paper, right, that lookedperfect, but their their
international audience largelystudents from regions where
family influence and culturalalignments play a huge role,
weren't engaging.
Why?
Because, while career outcomesmattered, these students were
looking for belonging, safetyand community.

(02:00):
They wanted to know what lifewould be like on campus, not
just what job they might getafter graduating.
So here are some of the realquestions students are asking
that your marketing team mustanswer.
Will I feel safe and welcomethere?
What support will I have?
Can I see people like methriving there?

(02:22):
What will my day-to-day lifelook like?
Will this school understand mygoals, even if they are
non-traditional?
Your marketing should bridgeyour value with your reality.
This means that moving forwardbeyond polished taglines and
leaning into storytelling,student voices and cultural

(02:42):
nuance and real human connection.
Now let's fix the disconnect.
Here's what I found that worksbest.
Number one co-create withstudents.
Use student testimonials,takeovers and authentic voices,
not just scripted talking points.

(03:03):
Number two localize yourstrategy.
One-size-fits-all messagingwon't work across market.
Tailor your approach based ongeography, demographics and
academic preferences.
Number three work closely withadmissions.
Marketing and admissions mustbe in sync.

(03:23):
Your campaign should align withthe actual conversations
admissions teams are having withstudents.
And, last but not the least, godeeper than features.
It's not just about your dormsor your programs.
It's about the experience.
Show it, don't just describe it.
So if your marketing looks goodbut it isn't translating to

(03:45):
student engagement or enrollment, it's time to go deeper.
Talk to your students, talk toyour counselors and, most
importantly, listen to what youraudience actually needs to hear
.
I'd love to know where haveyour marketing strategies fallen
flat and what worked when youchange direction.
Let's keep the conversationgoing.

(04:06):
Subscribe to the future ofrecruitment and admissions by
East Coast Admissions on yourfavorite platform and, if you
are looking for content designedjust for students, check out
our sister podcast, the EastCoast Admissions Podcast.
I'm Cleopatra and I'll catchyou in the next episode.