5 Tips to Boost Your Higher Ed Marketing
Why the Journey Matters More Than Ever
Higher education isn’t just about enrolling in a program—it’s a personal, emotional, and financial journey.
Every student is starting from a different place. And if your higher ed marketing doesn't acknowledge that, you're already behind.
We can’t just say, “Here’s a program, enroll today.” Students (and their parents) need answers to real questions:
Where will this program take me?
How does it fit into my life right now?
What support systems are in place?
Can I afford this? Will it be worth it?
If you want your college or university programs to connect in 2025, you have to guide people through the full journey, not just sell a degree.
Tip 1: Understand the Journey of Today’s Students
No one randomly wakes up and decides, “I think I’ll go to college today.” There’s always a backstory.
Here are just a few of the audiences you’re trying to reach:
First-generation students navigating financial aid, course loads, and career choices without a family roadmap.
Working adults who need flexibility and a real return on investment.
Skilled professionals without degrees—gamers, creatives, tech pros—who need credentials to be taken seriously in traditional spaces.
Parents of students trying to support without overwhelm.
Your marketing must meet each of these personas where they are—speaking to their motivations, fears, and realities.
Tip 2: Show Prospects How You Prioritize Them
Don’t just promote programs. Prove you’ve done the work.
Great higher ed marketing should say:
“We’ve anticipated your questions. Here’s what you need to know—and here’s where to go for help.”
That might look like:
Clear FAQs on cost, credit transfer, or job placement
Highlighting your partnerships with high schools or workforce centers
Introducing advisors who specialize in working with adult learners or nontraditional students
When people feel seen and supported, they’re far more likely to enroll—and stay.
Tip 3: Address the #1 Concern—Cost
Let’s be real: most people aren’t worried about passing the classes. They’re worried about paying for them.
When you say:
“Further your career with [University Name],”
They immediately think:
“Yeah—but how much?”
You need to meet that concern head-on:
Break down tuition and fees in plain language.
Promote scholarships, payment plans, and work-study opportunities clearly.
Share stories of graduates who invested wisely and are now thriving in their careers.
👉 Make the value clear. If students can’t see the ROI, they won’t commit.
Tip 4: Speak to the People Who Have Already Done It
Your best marketing won’t come from ads—it’ll come from real people.
Here’s who should be front and center in your content:
Alumni who’ve navigated the full journey
Current students sharing authentic experiences
Parents who supported their kids through the process
Staff and faculty who bring humanity and expertise
Tailor your testimonials to the audience:
Marketing to first-gen students? Feature a first-gen alum.
Targeting working parents? Highlight a parent who made it work.
Speaking to career switchers? Share stories of successful pivots.
Let people see themselves in your brand.
Tip 5: Don’t Sell to People—Connect with Them
Today’s students aren’t persuaded by “Enroll now!” headlines. That messaging is outdated and transactional.
Instead, your marketing should say:
“Here’s how this degree changed someone’s life.”
“Here’s how you can afford it.”
“Here’s how we’ll support you every step of the way.”
“Here’s what a better career actually looks like after graduation.”
Students want more than a degree. They want a life they can see themselves in—and a pathway that feels possible.
Final Thoughts
Higher ed marketing needs to shift from selling degrees to selling possibilities.
To do that:
Speak to real concerns—cost, support, outcomes
Guide people through the process—not just to the application page
Tell real stories that resonate with students, parents, and professionals
Because at the end of the day, most people aren’t asking:
“Should I go to college?”
They’re asking:
“Will this work for me?”
If you can answer that honestly, clearly, and confidently—you win.
