Higher ed marketing is changing and the pressure to keep up is growing. Use this guidance to maximize your institution’s branding and marketing effectiveness.
In a competitive enrollment environment, having a sharp and efficient marketing strategy is a vital asset. Higher education marketing teams must increasingly use more sophisticated tactics to communicate value, attract new applicants, and engage current students. But putting in marketing effort doesn’t always translate to a strong marketing performance.
To increase the return on investments, institutions must have and use a variety of marketing measurement tools to track, analyze, and optimize their key performance indicators.
Download our guide, 4 Ways to Measure Marketing Effectiveness in Higher Education, to strengthen your institution’s approach to:
- Brand value measurement
- Audience measurement
- Message measurement
- Channel measurement
“This guide unpacks four indispensable ways your institution can validate the success of its marketing impact to ensure your institution is maximizing resources, expressing a clear brand value, engaging with the right audiences, and increasing the number of prospects and inquiries at your door.”
How Do You Measure Higher Ed Marketing Performance?
As many colleges and universities continue to experience enrollment challenges, marketing departments are stepping up to support their institutions more than ever, but are often doing so armed with fewer resources.
The pressure to establish a compelling institutional brand that’s buoyed by effective marketing is growing. Across the enrollment journey spectrum, an institution’s marketing efforts must attract prospects, generate inquiry leads, convert applicants, retain admitted students, and build loyalty with alumni.
In the age of AI, audiences are looking in different places for postsecondary information. Simply tracking web traffic, social media engagement, search engine rankings, and paid ad impressions is no longer enough to stay top of mind in students’ minds.
Campus marketing teams must not only ensure their institutions are showing up in AI platforms but also recalibrate their key performance indicators (KPIs) and have stronger measurement tools in place to demonstrate how their marketing efforts lead to real results.
Hanover’s guide outlines four ways to track your institution’s progress related to brand health, demographic targeting efforts, messaging, and promotional campaigns and channels.
The institutions that address all of these facets are the ones in the strongest positions to grow their student enrollment.
