From first click to first class: Master enrollment advertising
June 26, 2025
Capture attention from the very first click by aligning your advertising with the student enrollment journey. Want to turn curious prospects into committed students? Start with enrollment advertising that’s engaging, strategic and focuses on what your audience cares about. Craft messages that resonate with both high school students and their parents, and you’ll build the trust that drives decisions.
Know your prospects and how they want to hear from you
Before you start advertising to prospective students, you need to understand who they are and how they want to hear from you. To be most successful, prioritize audience-focused messages that deliver the right content, in the right format and at the right stage of each prospective student’s unique journey.
The influence of parents also plays a key role in the college decision process. When parents speak positively about your school, their children are more likely to consider it seriously. If a parent feels connected to your school’s values, mission and opportunities, they’ll be more likely to advocate for it.
To connect with Gen Z, keep it brief, visual and authentic. Make your message matter quickly to grab attention as they scroll.
Born between 1997-2012
Interested in career outcomes and practical skills
Prefers digital experiences, personalized messaging and engaging content
Likes graphics, short videos and interactive ads with inclusive and value-driven messages
Effective platforms: Snapchat, YouTube, Instagram
What works: Bite-sized, engaging content
Generation X
With Gen X, lead with trust. They want substance, proof and peace of mind as they guide their students’ decisions.
Born between 1965-1980
Supports and advises prospective students
Seek content about affordability, career prospects and campus safety
Effective platforms: LinkedIn, e-Newsletters, Facebook
What works: Data-driven content backed by testimonials and success stories
As you tailor your message for both audiences, reach Gen Z with energy and authenticity and earn Gen X’s trust with clarity and credibility.
Impact prospects on the enrollment journey
The student enrollment journey is a lengthy process, as it progresses from curiosity to commitment. You need to understand the progression from awareness to final decision so you can craft targeted and effective advertising at every stage.
Awareness Stage
Prospective students are in their freshman or sophomore years of high school.
They are in the early stages of career exploration.
Your goal is to introduce your college or university.
You want to create interest that builds a connection as students embark on their journey.
Consideration Stage
You will shift your focus to applicants and admission.
Students are further in their research and are starting to compare schools and narrow down their choices.
Your communications become more personalized with authentic storytelling about academic and campus life, as well as information on campus visits and virtual tours.
Include detailed value propositions about employability, program strengths and financial aid as you help them refine their school list and take action to apply.
Decision Stage
This final stage, where students make their decision, is perhaps the most critical because you want them to select your college or university.
This is when your personalized outreach, action steps and ongoing reminders that they made the right choice matter most.
The decision stage is about reassurance and conversions to reduce the number of students who enroll but don’t actually attend, called summer melt.
Target prospects with a full-funnel, multichannel approach
A full-funnel, multichannel marketing strategy recognizes that to attract and enroll prospective students requires more than just a single message or moment. It needs a coordinated effort across every stage of the student journey, across all of the platforms you use to connect with them. While we often envision the student enrollment journey as a straight line from awareness to enrollment, the truth is far more complex. Every student takes a slightly different path, influenced by their background, interests and timing.
That’s why a full-funnel, multichannel approach invests both top-of-funnel awareness-building and continued student engagement after they’ve shown interest, have applied or enrolled. Early-stage efforts help students discover your college or university and envision themselves there. At the same time, mid-funnel and lower-funnel strategies develop relationships, answer key questions and guide students through the decision-making process. Together, these strategies create a seamless experience that supports prospective students from first impression to first day on campus and beyond.
Exploring options
In the earliest stage of the enrollment journey, prospective students are beginning to think about life after high school, but they’re not ready to make decisions. Advertising at this phase focuses on broad awareness and positive brand association. Channels like billboards, radio, television and print create wide exposure, while digital out-of-home (OOH) and non-targeted digital display add relevance in community or regional spaces. CTV/OTT and social media build brand presence where Gen Z, your target audience, spends time. Messages should be light, inspiring and curiosity-driven, highlighting campus life, career potential or the unique value of your school without requiring immediate action.
Digital Display & Social Media
Introduce your school to prospective students as they start their search.
Use eye-catching visuals and aspirational messaging.
Spark curiosity and introduce key differentiators.
“Find your future at [Your School].”
Video Content
Short, authentic videos showing campus life, student perspectives or tips for choosing a college or university.
Create an emotional connection and show what life could be like.
“See what it’s like to live and learn here.”
Refining the search
As prospective students move into their junior year, they start to actively compare schools. This is your opportunity to shift from initial awareness to engagement and information. Here, website retargeting, pay-per-click (PPC), social media ads and targeted display ads answer questions students are starting to ask like “What programs are offered?”, “Can I afford this school?” and “What’s the campus like?” Social content and retargeting keep your school top-of-mind. Encourage call-to-actions for students like downloading brochures, signing up for virtual tours or following your social media channels. Students are narrowing their lists, and you want to make sure you’re still on them.
Targeted Display & Social Media Ads
Use lookalike audiences and behavioral targeting to stay in front of students researching their options.
Answer the questions they’re asking:
“Can I afford this?
“What’s the student experience like?”
“Is this school right for me?”
Website Retargeting
Re-engage visitors who have already checked out your site.
“Take the next step in finding your fit.”
Use dynamic ads to showcase specific programs, campus highlights or financial aid opportunities.
Keep your school top-of-mind as students build their final list.
Social Media Engagement
Ad content that invites interaction: student testimonials, day-in-the-life videos.
Build familiarity and trust as students compare schools. Let current students and alumni be your most authentic advocates.
Application season
The funnel tightens as prospective students actively apply, visit and review offers. During this phase, your advertising should be highly relevant, personalized and action-focused. Use retargeted social media ads, PPC and e-newsletters to promote academic programs, reinforce upcoming deadlines and eliminate any final barriers to applying. The website experience should be optimized for conversions like easy-to-use application pages, direct call-to-actions and supportive content like checklists or how-to videos. Your advertising should complement your personalized internal outreach to tip the scale in your favor, especially when supported by dynamic content that reflects a student’s major of interest or scholarship/financial aid information.
Retargeted Social Media & Display Ads
Reach students who have already shown interest by visiting your site or engaging with your content.
Reinforce urgency and action:
“Deadline approaching! Apply now.”
“Finish your application today.”
“Accept your scholarships now.”
PPC
Capture intent-driven searches like “how to apply to [Your School]” or “college application deadlines.”
Drive traffic to streamlined application pages and program-specific content.
Optimized Website Experience
Make it easy to convert:
Clean, mobile-friendly application pages
Prominent calls-to-action
Supportive content like application checklists, FAQs or video tours
Final decision time
Prospective students who applied are now making their final decision. They are comparing financial aid offers or revisiting top choices. This stage is all about building confidence and affirming their emotional connection to your school. Advertising channels include retargeting, e-newsletters, social content, direct mail, blogs and social ads. Pair this with alumni and student success stories, campus visit recaps or tailored content that reminds them why they applied in the first place. Proactively address hesitations like cost, distance from home or campus life with transparent communication and accessible support.
Retargeting Ads
Target students who visited your website or engaged with your emails.
Focused on nudging them to apply or commit.
Reinforce fit & belonging.
“You belong here.”
Direct Mail
High-quality print pieces reinforcing key differentiators.
Acceptance packets, financial aid offers or personalized letters.
Clarify affordability & support.
Emphasize scholarships, return on investment and cost transparency.
Social Content Video Ads
Testimonials, campus highlights or “Day in the Life” content that builds emotional connection.
Highlight outcomes with job placement rates, internships and alumni success.
“Where do our grads work?” or “Real stories from recent alumni.”
Engaging future alumni
Your relationship with prospective students doesn’t end at enrollment. The engaging future alumni phase ensures students transition successfully and stay connected long after graduation. Use e-newsletters, blog content and social media to deliver useful updates and create an ongoing relationship. Long-term, these students can become brand ambassadors, donors and referral sources, making this stage just as important as any in the funnel.
e-Newsletters
Stay in touch with enrolled students and recent graduates through regular, value-driven e-newsletters.
Share campus updates, career resources, alumni stories and upcoming events.
Keep your institution top-of-mind and part of their journey.
Blog Content
Create content that supports students beyond enrollment:
Career tips
Alumni advice
Networking opportunities
“Your journey with us doesn’t end at graduation.”
Social Media Engagement
Encourage students and young alumni to stay active on your channels.
Feature their stories, achievements and success after college.
Develop pride and connection through pertinent content and community spotlights.
“You’re part of something bigger.”
Master enrollment advertising to successfully guide prospective students from their initial curiosity to enrollment. By understanding Generation Z and their parents, you craft audience-focused strategies that impact them throughout their student journey. A full-funnel, multichannel approach builds meaningful connections, provides beneficial information and ultimately converts interest into enrollment. Every interaction is an opportunity to showcase the value and culture of your college or university to pave the way to attend your school. Engage, inspire and support them as they embark on this life-changing decision.
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