The Higher Education Marketing Blogs Roundup (October 2024) discusses strategies, tools, and compliance trends shaping higher education marketing. This edition emphasizes content accessibility, data-driven campaign enhancement, and personalized outreach to reach varied student demographics. Innovations in social media and recruitment, including VR campus tours, further demonstrate how institutions are modernizing engagement.
Table of Contents
Common Themes:
- Accessibility and inclusivity in marketing.
- Social media strategy evolution.
- Data-based campaign refinement.
- Transparency and compliance.
- Personalized communication for targeted outreach.
Surprising Findings:
- VR tours becoming recruitment norms.
- Bulk UTM parameter use in Google Ads.
- Increased automation roles.
- Data-driven alumni outreach.
- Unique search patterns for adult learners.
For more, visit the full article here.
Crafting Accessible Carousels on Higher Ed Websites | Carnegie—Higher Ed Marketing & Enrollment
Alayna Setterlind
https://www.carnegiehighered.com/blog/crafting-accessible-carousels-on-higher-ed-websites
2024-10-30T21:19:39.000Z
Crafting Accessible Carousels on Higher Ed Websites
Synopsis:
- Carousels are commonly used on higher education websites to showcase multiple pieces of content in a limited space.
- This article discusses the importance of ensuring that carousels are accessible to all users, including those with disabilities.
- The author provides tips and guidelines for creating accessible carousels, such as using proper alt text for images, providing keyboard navigation options, and ensuring that content is visible to screen readers.
- They also highlight the need to test carousels with assistive technologies and conduct usability testing with individuals with disabilities.
- The author emphasizes the value of accessibility not just for compliance reasons but also for improved user experience and inclusivity.
- The article cites the Web Content Accessibility Guidelines (WCAG) as a background resource for creating accessible carousels.
Noteworthy positions:
- The author emphasizes that accessibility should be a priority when designing and implementing carousels on higher education websites.
- They encourage universities to go beyond minimum accessibility requirements and strive for an inclusive user experience for all users.
Summary and takeaways:
- Carousels are popular on higher ed websites, but their accessibility is often overlooked.
- Creating accessible carousels involves considerations such as alt text, keyboard navigation, and compatibility with assistive technologies.
- Testing with individuals with disabilities and conducting usability testing are crucial steps in ensuring accessibility.
- Accessibility should not be treated as a compliance burden but as an opportunity to improve user experience and inclusivity.
- Following WCAG guidelines can help in designing accessible carousels.
Tweet:
🎠 Designing carousels for higher ed sites? Remember accessibility! 🌍♿️ Check out this guide on inclusive, accessible design. #AccessibilityMatters #HigherEd
Tweet
Department of Education Warns Institutions on Misleading Representations, Urges Compliance | Policy Matters (October 2024) – UPCEA
UPCEA
2024-10-30T19:58:47.000Z
Department of Education Warns Institutions on Misleading Representations; Urges Compliance in Policy Matters (October 2024)
Synopsis:
The Department of Education has issued a warning to educational institutions regarding misleading representations and urged compliance with their policies. In a recent announcement, the department stated that it will be closely monitoring institutions to ensure they do not mislead students or make false claims about their programs. Any institution found guilty of such practices could face significant consequences, including the loss of federal funding or even closure. The department also highlighted the importance of transparency and providing accurate information to students. This warning comes as part of the department’s ongoing efforts to protect student interests and ensure the integrity of the education system.
- The Department of Education issued a warning to educational institutions about misleading representations.
- Institutions are urged to comply with the policies and provide accurate information to students.
- Violators may face severe consequences, including the loss of federal funding or closure.
- The Department of Education will closely monitor institutions to prevent misleading practices.
Unique/Noteworthy Positions:
None mentioned
Takeaways:
- Educational institutions must refrain from misleading representations and false claims about their programs.
- Compliance with the Department of Education’s policies is crucial to avoiding severe consequences.
- Transparency and accurate information are essential for protecting student interests.
- The department will actively monitor institutions to ensure compliance and maintain the integrity of the education system.
Tweet:
🚨 Dept. of Education warns institutions on misleading claims—emphasizes compliance & accurate info to protect students. #EducationIntegrity #TransparencyMatters 🎓
Tweet
5 School Advertising Ideas: Top Dos and Don’ts
@EduWebMarketing
https://www.higher-education-marketing.com/blog/5-school-advertising-ideas-top-dos-and-donts
2024-10-30T15:42:31.000Z
5 School Advertising Ideas: Top Dos and Don’ts
Synopsis:
This article discusses five key advertising ideas for schools, along with dos and don’ts for each idea. The author emphasizes the importance of understanding the target audience, leveraging digital marketing strategies, creating compelling content, and measuring campaign success. The dos and don’ts cover areas such as social media advertising, pay-per-click advertising, video marketing, content marketing, and optimizing landing pages. The author highlights the need for consistent branding, being mindful of privacy regulations, and using analytics tools to track campaign performance.
Background resources:
The article does not explicitly reference any background resources.
Noteworthy positions:
The author emphasizes the need for schools to prioritize their target audience, tailor advertising strategies to capture their attention, and ensure compliance with privacy regulations like GDPR. The dos and don’ts outlined provide practical tips for successful school advertising campaigns.
Summary and Takeaways:
Key Takeaways from the Article:
- Understand the target audience and tailor advertising strategies accordingly.
- Leverage digital marketing strategies such as social media advertising and pay-per-click advertising.
- Create compelling, engaging, and relevant content to capture the audience’s attention.
- Track and measure campaign performance using analytics tools to optimize advertising efforts.
- Ensure consistent branding and adhere to privacy regulations like GDPR.
Summary: This article offers five school advertising ideas, providing dos and don’ts for each. It emphasizes the importance of understanding the target audience, utilizing digital marketing tactics, creating captivating content, and measuring campaign success. Overall, the article provides actionable insights to help schools enhance their advertising strategies effectively.
Tweet:
🎓💡 Boost school ads with these 5 tips: know your audience, go digital, create engaging content, track results & stay compliant! #SchoolMarketing #DigitalAds
Tweet
How to Bulk Add UTM Parameters to Google Ads
Coursera Staff
https://www.coursera.org/articles/how-to-bulk-add-utm-parameters-to-google-ads
2024-10-30T14:30:00.000Z
How to Bulk Add UTM Parameters to Google Ads
Synopsis:
This article provides a step-by-step guide on how to bulk add UTM parameters to Google Ads. It explains the importance of UTMs in tracking ad performance and provides instructions on how to create UTMs and use bulk uploads to add them to Google Ads campaigns. The article also offers tips on organizing UTMs and provides additional resources for further learning.
Background Resources:
Unique/Noteworthy Positions:
The author emphasizes the significance of adding UTM parameters to track ad performance accurately and optimize campaigns effectively. They also highlight the benefits of using Google Ads Editor to make bulk edits to UTMs more efficiently.
Summary and Takeaways:
- UTMs are essential for tracking and analyzing the effectiveness of Google Ads campaigns.
- Creating UTMs using the Google URL Builder and adding them individually can be time-consuming for bulk campaigns.
- Google Ads Editor allows for efficient bulk uploading of UTMs and makes campaign management more streamlined.
- Properly organizing and naming UTMs is crucial for effective tracking and analysis.
- The article provides detailed step-by-step instructions and additional resources for further learning.
Tweet:
📈🔍 Optimize Google Ads with bulk UTM parameters! 🚀 Follow this step-by-step guide for better tracking. #GoogleAds #UTMtracking #CampaignOptimization
Tweet
2024 Social Media Strategies Summit for Higher Ed | Volt
Volt
2024-10-29T14:04:44.000Z
The Social Media Playbook for Higher Ed: Top Tips from the 2024 Summit
Synopsis:
- The article provides key insights and tips for higher education institutions to effectively utilize social media.
- It discusses the highlights from the 2024 Summit, where industry experts shared their knowledge and experiences.
- The power of storytelling, engaging content, and personalization in social media strategies is emphasized.
- The integration of emerging platforms like TikTok and Clubhouse into marketing efforts is explored.
- The importance of data analysis and metrics to measure success and optimize social media campaigns is discussed.
Background Resources:
- None mentioned in the article.
Noteworthy Positions:
- The author supports the use of storytelling and authentic content to connect with the target audience on social media.
- A positive attitude towards leveraging emerging platforms like TikTok and Clubhouse is displayed.
- The author emphasizes the significance of data analysis in driving successful social media campaigns.
Summary and Takeaways:
- The article highlights the valuable insights from the 2024 Summit regarding social media strategies for higher education.
- Key takeaways include the importance of storytelling, engaging content, personalization, and data analysis.
- Integration of emerging platforms like TikTok and Clubhouse can provide new opportunities to reach and connect with students.
- Regularly analyzing metrics and adjusting strategies based on data is crucial for optimizing social media campaigns.
Tweet:
🎓⚡️Unlock #HigherEd social media potential: storytelling, engagement, personalization, new platforms & data analysis drive success! #SocialMediaPlaybook
Tweet
Implicit Marketing: Understanding Your Target Prospects (part 2)
Katlyin Battiste
2024-10-28T18:57:02.000Z
Implicit Marketing: Understanding Your Target Prospects (Part 2)
Synopsis:
- The article discusses the concept of implicit marketing and its importance in understanding target prospects.
- Implicit marketing involves appealing to the emotional and subconscious needs of consumers.
- By understanding the implicit motivations and desires of your target prospects, you can create more effective marketing strategies.
- The author emphasizes the need for empathy and deep understanding of your target audience to create meaningful connections and drive customer behavior.
Background Resources:
- The article does not mention any specific background resources.
Unique/Noteworthy positions:
- The author highlights the importance of empathy and understanding in implicit marketing.
- They mention the power of storytelling and emotions in connecting with target prospects.
- The article emphasizes the need for continuous learning and adaptation in marketing strategies.
Summary and Takeaways:
- Implicit marketing focuses on appealing to the emotional and subconscious needs of consumers.
- Understanding the implicit motivations of your target prospects helps to create effective marketing strategies.
- Empathy and deep understanding of the target audience are key for building meaningful connections.
- Storytelling and emotions play a crucial role in engaging with prospects and driving customer behavior.
- Continuous learning and adaptation are essential in successful marketing efforts.
Tweet:
🔍🎯 Implicit marketing: understanding the emotional needs of target prospects. Empathy + storytelling = meaningful connections. #MarketingStrategy #EmotionalAppeal
Tweet
Why Use BigQuery to Store Your GA4 Data? | Carnegie—Higher Ed Marketing & Enrollment
Carnegie—Higher Ed Marketing & Enrollment
https://www.carnegiehighered.com/blog/why-use-bigquery-to-store-ga4-data
2024-10-28T17:16:00.000Z
Why Use BigQuery to Store GA4 Data?
- The article discusses the advantages of using Google BigQuery as a data storage solution for Google Analytics 4 (GA4) data.
- The author highlights the limitations of traditional data storage solutions for GA4 and argues that BigQuery offers a more efficient and scalable option.
- The article provides background information on GA4 and its data collection capabilities.
- The author introduces BigQuery as a fully-managed data warehouse that can handle large amounts of data and enable advanced analytics.
- The article explains how to link GA4 with BigQuery and describes the process of exporting data from GA4 to BigQuery.
- The author outlines the benefits of using BigQuery, including faster query performance, cost-effectiveness, and the ability to combine GA4 data with other data sources.
- The article also addresses common concerns about using BigQuery, such as data security and privacy.
- The author suggests that using BigQuery for GA4 data storage can enhance data analysis, provide insights, and support data-driven decision-making.
Unique/Noteworthy positions:
- The article emphasizes the potential of BigQuery to overcome the limitations of traditional GA4 data storage solutions.
- The author takes a positive stance on the use of BigQuery, highlighting its benefits and addressing common concerns.
Summary and Takeaways:
- Google BigQuery offers significant advantages as a data storage solution for GA4 data, providing improved performance, scalability, and cost-effectiveness.
- Linking GA4 with BigQuery allows for advanced analytics and the integration of GA4 data with other datasets.
- Using BigQuery for GA4 data storage enhances data analysis capabilities and supports data-driven decision-making.
- Concerns about data security and privacy when using BigQuery can be addressed through proper data governance practices.
Tweet:
Storing GA4 data in Google BigQuery offers 🚀 better performance, scalability, and cost savings—empowering advanced analytics and data-driven decisions. #GA4 #BigQuery
Tweet
Marketing Automation Specialist Career Guide
Coursera Staff
https://www.coursera.org/articles/marketing-automation-specialist
2024-10-28T17:11:00.000Z
Marketing Automation Specialist
Synopsis:
The article discusses the role of a marketing automation specialist in a company and how they can optimize marketing efforts through automation. It explains the responsibilities, skills, and qualifications required for the role and also highlights the benefits of marketing automation. The author provides insights into various marketing automation tools and strategies that specialists can use to improve efficiency, personalize communication, generate leads, and track marketing campaigns. The article emphasizes the importance of data analysis and testing to continuously refine and improve marketing automation efforts.
Background resources:
- HubSpot: What is Marketing Automation?
- Salesforce: What is Marketing Automation?
- Marketo: Marketing Automation Strategy
Noteworthy positions:
- Marketing automation specialists should have a strong understanding of marketing principles and strategies.
- The article highlights that marketing automation should not replace human interaction and personalization, but rather enhance and streamline marketing efforts.
- The author suggests that marketing automation specialists should continuously analyze data and metrics to optimize campaigns and improve results.
Summary and Takeaways:
- Marketing automation specialists play a crucial role in optimizing marketing efforts through automation.
- They utilize various tools and strategies to streamline processes, generate leads, and personalize communication.
- Data analysis and testing are vital for continuously improving marketing automation efforts.
- Marketing automation should complement and enhance human interaction, not replace it.
- Specialized skills and qualifications are required to excel in the role of a marketing automation specialist.
Tweet:
🤖💼 Marketing Automation Specialist: Streamlining marketing efforts through automation 📈🤝 #MarketingAutomation #Optimization #Specialist
Tweet
The Role of Alumni in University Marketing to Attract New Students Locally and Internationally – Think Orion
Manno Notermans
https://www.thinkorion.com/blog/alumni-marketing-strategies-higher-education
2024-10-28T09:15:27.000Z
Higher Education Alumni Marketing Strategies
Synopsis:
This article explores various effective marketing strategies for higher education institutions to engage and target their alumni. It discusses the importance of alumni marketing and provides examples of successful campaigns. The author emphasizes the value of personalized communication, alumni events, mentorship programs, and social media platforms in building strong alumni relationships. Additionally, the article suggests leveraging alumni achievements and testimonials, creating exclusive benefits for alumni, and utilizing data analytics to optimize marketing campaigns.
Background Resources:
No background resources are cited in the article.
Noteworthy Positions:
The author emphasizes the need for personalized communication and engagement with alumni, suggesting that generic messages are not as effective. They also highlight the importance of leveraging alumni success stories and achievements to inspire and engage other alumni.
Summary and Takeaways:
- Alumni marketing is essential for higher education institutions to maintain strong relationships with their former students.
- Personalized communication and engagement with alumni is key to effective marketing.
- Alumni events, mentorship programs, and social media platforms are effective tools for connecting with alumni.
- Leveraging alumni achievements and testimonials can inspire and engage other alumni.
- Creating exclusive benefits and opportunities for alumni can strengthen the alumni community.
- Utilizing data analytics helps optimize marketing campaigns and track alumni engagement.
Tweet:
Engaging alumni is vital for #HigherEd. Personalized outreach, showcasing achievements, and offering perks can deepen bonds and boost involvement. 🎓📝 #AlumniMarketing
Tweet
Search Engine Marketing: SEM Basics for Beginners
Coursera
https://www.coursera.org/articles/search-engine-marketing
2024-10-25T18:18:00.000Z
Search Engine Marketing
Synopsis:
- Search Engine Marketing (SEM) is a crucial strategy for businesses to increase their online visibility and drive traffic to their websites.
- SEM involves optimizing websites for higher search engine rankings and running paid advertising campaigns.
- The article explains the key elements of SEM, including keyword research, on-page optimization, link building, and pay-per-click advertising.
- It highlights the importance of understanding search engine algorithms and staying updated with industry trends.
- The author suggests using tools like Google AdWords and Google Analytics to track and measure the effectiveness of SEM campaigns.
- Noteworthy position taken by the author: Emphasizes the need for a holistic approach to SEM, combining organic search optimization with paid advertising for better results.
Background Resources:
- Google AdWords: https://ads.google.com/home/
- Google Analytics: https://analytics.google.com/analytics/web/
Summary and Takeaways:
- SEM is a powerful marketing strategy that helps businesses increase visibility and drive website traffic.
- Key elements of SEM include keyword research, on-page optimization, link building, and paid advertising campaigns.
- Understanding search engine algorithms and staying updated with industry trends is crucial for successful SEM.
- Tools like Google AdWords and Google Analytics can be used to track and measure the effectiveness of SEM campaigns.
- Combining organic search optimization with paid advertising can produce better results.
Tweet:
Boost online visibility and drive traffic with Search Engine Marketing! 🚀🔍 Discover top strategies and tools for success. #SEM #GoogleAdWords #GoogleAnalytics
Tweet
How Virtual Reality (VR) Campus Tours are Revolutionizing Student Recruitment in Higher Education – Think Orion
Think Orion
https://www.thinkorion.com/blog/virtual-reality-campus-tours-for-student-recruitment
2024-10-25T10:49:40.000Z
Virtual Reality Campus Tours for Student Recruitment
Synopsis:
- Virtual Reality (VR) campus tours are becoming increasingly popular for student recruitment.
- VR campus tours allow prospective students to explore college campuses from the comfort of their own homes.
- They provide a 360-degree immersive experience that can help students make more informed decisions about which college to attend.
- VR tours are especially beneficial for international students who may not have the opportunity to visit campuses in person.
- The use of VR in student recruitment is a cost-effective way for colleges to showcase their campuses and attract a wider pool of applicants.
- Many colleges are partnering with VR companies to create high-quality tours that accurately represent their campuses.
- These tours can be accessed through VR headsets or simply through a smartphone or computer.
- VR campus tours also offer features such as guided tours, interactive maps, and videos to provide a comprehensive virtual experience.
- The COVID-19 pandemic has further accelerated the adoption of VR campus tours as colleges seek alternative ways to engage with prospective students.
- While VR tours are a valuable tool for recruitment, they should not replace in-person visits entirely as the campus atmosphere and community feel cannot be fully captured through a virtual experience.
Background Resources:
- Higher education institutions
- Virtual Reality technology
- VR companies
Noteworthy Positions:
- The use of VR in student recruitment is a cost-effective way for colleges to showcase their campuses.
- VR tours should not replace in-person visits entirely.
Summary and Takeaways:
- Virtual Reality campus tours are gaining popularity as a tool for student recruitment in higher education.
- VR tours provide an immersive and cost-effective way for prospective students to explore college campuses.
- These tours are particularly beneficial for international students and during times when in-person visits are limited.
- While VR tours offer many features and advantages, they should not replace in-person visits completely as the personal experience cannot be fully replicated.
- Colleges should consider partnering with VR companies to create high-quality tours and maximize the recruitment potential.
Tweet:
🏫🌐 VR Campus Tours boost student recruitment! 🎮📚 Let prospects experience college life from anywhere, attracting a diverse applicant pool. #VirtualReality #CollegeRecruitment
Tweet
Lessons Learned from Star Trek – UPCEA
UPCEA
https://upcea.edu/lessons-learned-from-star-trek/
2024-10-24T13:50:02.000Z
Editor’s note: this one really isn’t about Marketing but Star Trek = Futurist tech for me, so there’s a correlation.
Lessons Learned from Star Trek
- The article discusses the valuable lessons that can be learned from the popular science fiction series Star Trek.
- Star Trek has been an inspiration to many, promoting inclusivity, diversity, and the pursuit of knowledge.
- The show’s emphasis on teamwork and cooperation is highlighted.
- Star Trek offers lessons on leadership, social justice, and the importance of ethical decision-making.
- Overcoming adversity and the power of optimism are key themes.
- The author suggests that we can apply the show’s lessons to our lives and work to create a better future.
Takeaways:
- Star Trek teaches important values such as inclusivity, diversity, and teamwork.
- The show’s emphasis on leadership, social justice, and ethical decision-making is noteworthy.
- Overcoming adversity and the power of optimism are key themes.
- Lessons from Star Trek can be applied to our own lives and work to create a better future.
Tweet:
🚀 Lessons from Star Trek: Inclusivity, teamwork, social justice, and optimism. Apply these values to create a better future. #StarTrek #LessonsLearned
Tweet
Your future grad and adult students’ new search behaviors | EAB
EAB
2024-10-24T12:00:00.000Z
Your Future Grad and Adult Students’ New Search Behaviors
- Traditional approaches to recruitment are no longer effective in attracting adult students to graduate programs.
- Adult students have different search behaviors and preferences compared to traditional-aged students.
- Understanding these new search behaviors is crucial for institutions to develop effective recruitment strategies.
Background resources:
- eab.com
- Research studies on adult student recruitment
Noteworthy positions:
- The article emphasizes the importance of understanding adult students’ search behaviors in order to attract them to graduate programs.
- The author suggests that personalized communication and tailored content are key factors in successfully recruiting adult students.
- The article advises institutions to adapt their recruitment strategies to align with adult students’ preferences for online resources and virtual events.
Summary and takeaways:
- Adult students have unique search behaviors and preferences, requiring institutions to adjust their recruitment strategies.
- Personalized communication and tailored content are essential in attracting adult students to graduate programs.
- Utilizing online resources and virtual events can be more effective in engaging with adult students.
- Institutions should prioritize understanding and addressing the specific needs and motivations of adult students to improve recruitment outcomes.
Tweet:
👩🎓👨🎓 Adult students search differently! Institutions should adapt recruitment with personalized communication and tailored content. 🎓✉️ #HigherEd #AdultEducation
Tweet
Feature Image
