Digital marketing in the education industry is evolving
An evolution that must accommodate the real threat that’s on education marketer’s minds everywhere: the decline in the student population. Employment is strong which is leaving universities with less prospective students to pull from and thinly stretched marketing budgets. Universities across the world are turning to new strategies to decrease cost per enrollment and fill classrooms.
As leaders in digital marketing, we simplify the complexity of your EDU marketing, with smart targeting, messaging and strategies that bring you more high interest prospects to increase enrollment even as the student population declines.
“At Hanapin, we’re inspired by people who are hungry for knowledge. We have a special appreciation for education, our teachers, and those prospective students who are up for the challenge because we like to think we share that behavior. We take that enthusiasm and energy into our client meetings. We’ve had great luck working with collaborative edu teams that make us want to push ourselves and really take the experience as far as it can go.”
Jenna Kelly | Production Associate | Hanapin Marketing
Let’s face your digital marketing together
Grabbing the attention of prospective students is one step in the right direction, but it’s far from the end goal of filling seats in classrooms. Universities and private educators need digital marketing that turns quality leads into rooms full of students. Marketing growth levers like paid search and paid social advertising are highly undervalued channels that few education marketers are fully taking advantage of.
Machine learning poses a real risk for the future of online EDU advertising. In such a compliant industry, Google and Facebook’s ‘smart campaigns’ bring automation but will lack the sufficient context that EDU marketers need in their ads, blazing a path of potential legal issues for Education marketers. Those reliant on automated advertising for EDU advertising will feel the effects the most. Expertise at the campaign level is the only true way to avoid automation risk and reach full campaign potential.
Most education marketers understand where their audience is, whether it’s a 100 mile radius of their campus or multiple, specific locations across the world. Managing location-based marketing brings the constant decision between a customized or broad approach to campaign management. A decision that’s not always easy, especially for multi-location and online universities. A simple solution backed by data and insight is the best and most valuable path to target high-intent students.