As a second-year marketing student at Centennial College, I was lucky enough to partake in a co-op opportunity at GBCTechtraining as a Marketing Assistant for higher education. Throughout my co-op term, I worked alongside a very supportive team that truly wanted me to learn as much as possible during my time with them. I created relatable content to improve SEO and it was made to attract post-secondary students. This was done through brainstorming and researching topics that students would often search. I was also responsible for email campaigns, mainly nurturing emails aimed at generating leads through open houses and webinars. This first kick-at-the-can encouraged me to see marketing from a different perspective. Let’s not forget that higher ed is a unique market, so I learned a lot of techniques and skills to be an effective marketer. So here are effective digital marketing strategies for higher education.
Importance of Adaptability
The first lesson I learned is that being adaptable is super important. In higher education, things are always changing because of new technology, how society is, and what students want. So, it's essential to be flexible and willing to change marketing plans to keep up. It's not just about advertising a school; it's about understanding what students need and want and adjusting your approach accordingly.
For example, in my experience, I worked for a small umbrella of online technical training programs that offered online simulations. This was very successful because of timing. It was 2022 and we were coming out of the pandemic. So our marketing strategy shifted from focusing on in-person classes to adapting to the needs of students emerging from the pandemic hole. They weren’t quite comfortable with being in-person yet, so we decided to highlight the benefits of online training where it was easily accessible without sacrificing time, health, and money. Our strategy was to prove that online training offered an opportunity for students to move forward with ease.
Power of Storytelling
Secondly, I learned about the power of storytelling. In marketing, this is crucial. Sharing alumni success stories, highlighting impactful research, and showcasing the uniqueness of college life all helped create a brand that resonates with students. Emphasizing with the human side of education builds a connection beyond numbers. It’s a matter of understanding our audience, the students. It's straightforward: as a student, you want to choose a college with a strong reputation ensuring future job prospects. Therefore, we effectively showcased success stories through social media, blogs, and webinars. The reputation of preparing students for success should be clear in your marketing.
Don’t Skip Digital
Thirdly, I learned how vital it was to implement a digital marketing strategy. Students relied heavily on online platforms for information. Platforms like social media, content marketing, and search engine optimization played a huge role in reaching and engaging prospective students. In higher ed, it's crucial not to underestimate the power of digital marketing. Students have lots of questions and uncertainties, and I learned that an effective way to address them is through SEO-based blogs. This not only drove traffic to GBC’s website but also directly tackled student concerns.
Furthermore on digital, working together and engaging with the community were powerful tools in my marketing approach. Partnering with academic departments, student organizations, and local communities added authenticity to the brand. Creating a collaborative atmosphere not only strengthened the institution's reputation but also fostered a sense of belonging among students. In higher education, students valued being part of a community. It was crucial to offer them a safe space for interaction. Digitally, we utilized social media platforms as a place for students to connect, ask questions, and get support.
Data Drives Decisions
Finally, measuring and analyzing data are crucial elements of a successful marketing strategy. I learned that in higher education, the lead lifecycle is lengthy and branches out onto several paths. Students may take months or even years to make a decision. To understand a student’s path, it was essential to track and analyze the user’s data over extended periods. Additionally, data analysis in higher education heavily relies on educational outcomes such as credibility, and institutional objectives such as student success, retention, and alumni satisfaction.
In short, my time as a marketer in higher education marketing during this co-op has been really helpful for my career. Learning to adapt, tell good stories, use digital tools, work with others, and make decisions based on data has been key in my marketing strategy for higher ed, but are also great guidelines and applicable to other industries too. As a result, these lessons will stick with me as I move forward in my marketing journey, whether that be in the ever-changing world of higher education or elsewhere.
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