When it comes to marketing higher education, it is important to maintain an authentic brand and message that appeals to more than one audience—students, parents, donors, employers and other stakeholders are all making decisions that impact the world of higher education.
Our higher education marketers have spent time researching what drives and motivates Generation Y students. Students who are seeking post-secondary options today have much different priorities than their older peers, and they have surprising preferences about how they respond to recruitment and college or university communications.
Of equal importance is winning over the parents. Life after high school is full of questions about academics, safety, housing, career placement and the cost of an education. As education marketers, our responsibility is to give parents confidence by answering these questions—and some they haven’t even thought of.