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Best Practices in Higher Education Marketing Strategy

With heated competition across higher education institutions vying for a shrinking pool of potential students, institutions are investing in marketing to maximize awareness and differentiate themselves from competing institutions.

With 61% of higher education institutions spending more than $100,000 on marketing per year, how can Presidents, Provosts, Deans, Chief Marketing Officers, and those that support them ensure they are taking the right approach?

You Will Learn

Unpack key marketing elements for higher education

Approximately 80% of high school juniors and seniors rank an institution’s website as the most influential resource when researching schools. In curating an institution’s website, higher education institutions should keep in mind the view of the prospective student and the information they value most highly.

When evaluating institutions based on their websites, prospective students focus on pages relating to:


(e.g., program listings, details, and rankings)


(e.g., cost and scholarships)


(e.g., application process, admissions events, and counselor contacts)

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