How higher education advertising is changing in 2025
March 18, 2025
Driven by technology, consumer behavior and increasing competition, higher education institutions are undergoing a shift in how they approach advertising. With Gen Z and their Gen X parents at the forefront of student recruitment, 2025 is shaping up to be an important year for strategies that meet the expectations of prospective students. Here’s how the landscape is changing and what it means for the future of higher education advertising.
Vying for attention
As the number of high school graduates continues to decline due to the enrollment cliff, the advertising space is more crowded than ever. Colleges and universities are now competing not only with each other but also with trade schools, online programs and even corporate training initiatives.
To stand out:
Colleges and universities must tap into the emotions and unique aspects of a college or university to create memorable stories for advertising. Ideas include: Sharing achievements and experiences of successful students; incorporating stories of alumni who have gone on to do great things; featuring faculty and staff who go above and beyond; or highlighting research, projects or technology.
They need to prioritize authenticity as students can easily spot insincere messages. Sharing student testimonial videos or sponsored content articles of students living in residence halls, attending class, playing sports or participating in clubs and campus events showcase real-life experiences. This allows prospective students a chance to see and feel real-life college experiences
Advertising must address all prospective student audiences with multichannel strategies.. A multichannel approach is cohesive brand messaging across multiple advertising channels throughout the prospective student’s enrollment journey. Doing this delivers a unified experience, whether online or offline, and increases engagement and enrollment rates.
Source: American Marketing Association
Unlock the Secrets: A Higher Education Marketing Playbook for a Winning Strategy
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Advertising to the generations
Advertising to prospective college students isn’t a one-size-fits-all approach. Each generation has its own values and preferences. Higher education needs to recognize these differences and tailor messages so their advertising resonates and drives results.
Generation Z, born between 1997 and 2012, grew up fully immersed in technology and is the current priority for student recruitment in higher education. Gen Z wants to hear about career outcomes and practical skills. They expect seamless digital experiences, personalized communication and visually compelling content. Bold graphics, short videos and interactive advertising resonate with this group, especially content with inclusivity and value-driven messaging.
Effective platforms: Snapchat, YouTube, Instagram
What works: Bite-sized, engaging content
Gen X, born between 1965 and 1980, plays a critical role as parents and advisors to prospective students or for graduate programs and continuing education. Messages that address parental concerns like affordability, employment and campus safety earn their trust and support. Information on opportunities to further their education is also well-received.
Effective platforms: LinkedIn, email newsletters, sponsored content, Facebook
What works: Data-driven content backed by testimonials and success stories
Millennials, born between 1981 and 1996, are the most educated generation ever and advertising that emphasizes a college’s mission, values and contribution to societal change can be especially impactful. Highlighting opportunities for leadership, innovation and community involvement will capture their attention as they mentor potential prospective students or consider graduate and continuing education for themselves. Authenticity is non-negotiable as millennials are quick to spot inauthentic marketing tactics.
Effective platforms: Facebook, Instagram, email
What works: Stories of real students making a difference
Although young, Generation Alpha, born after 2013, is already forming opinions about their future. While they aren’t post-education decision-makers yet, planting seeds through early brand family-focused advertising and educational outreach can create early brand recognition. Engaging this generation means thinking ahead and adapting to their preferences and needs as they grow. Technology that hasn’t been developed yet will influence Gen Alpha’s future education and careers.
Effective platforms: Instagram (via parents), YouTube Kids
What works: Fun, interactive content that sparks curiosity
Emphasis on branding and differentiation
In a highly competitive advertising and recruitment environment, higher education institutions are placing greater emphasis on branding and differentiation in their advertising. In 2025, colleges and universities are communicating their unique value propositions, academic strengths and student experiences to distinguish themselves from competitors and connect with their target audiences.
This branding-focused approach is shaping higher education advertising, shifting towards authentic and storytelling-driven content. Because prospective students value authenticity and transparency, personalization has become a must-have in their storytelling. Colleges and universities can implement reviews, testimonials and user-generated content to build trust and credibility.
Showcasing authentic student, faculty and alumni experiences connects with audiences on a deeper level, cutting through the crowded advertising space. Research shows that personalized emails in higher education have open rates 26% higher than generic emails. Additionally, personalized digital ads can result in up to a 40% increase in click-through rates, leading to better recruitment outcomes. As prospective students feel more connected to a college or university, they are more likely to move down the student journey funnel to apply, enroll and attend.
Reflecting on values and partnerships
Students today aren’t just picking colleges based on rankings, location or academic programs. They’re looking for a college or university that reflects their values. They are looking for a place they can see themselves attending. Advertising messaging is shifting to focus on what matters most to these prospective students, including:
Sense of belonging: Highlighting faculty, students, academics, programs and initiatives that create a sense of belonging for everyone.
Employability: Students want to know their college degree will lead to a career, financial independence and opportunities for growth and development.
Social impact: Demonstrating how education empowers students to make a meaningful difference in the world.
Another growing trend is the use of strategic partnerships and collaborations. Colleges are teaming up with industry leaders, alumni and corporations to expand their reach and build credibility. By leveraging these networks, colleges and universities expand their message, enhance their brand and connect with wider audiences authentically with shared experiences and student success stories.
Meeting students and parents where they are
With over 70% of initial student engagement occurring online and 75% relying on social media for college research, higher education has embraced digital advertising. As accessing information about colleges and universities online has become the norm, it has also created the need for imaginative and standout marketing strategies.
Social media platforms dominate prospective students’ attention, making them prime targets for college and university advertisers.
Hyper-targeted campaigns: Data-driven advertising tailors ads to students’ interests, academic goals and even location. This personalized approach enhances engagement.
First-party data: Use strategic data analysis and insight to continuously refine enrollment advertising strategies for maximum impact.
Student and alumni stories: Colleges and universities are using current students and alumni to act as brand champions, giving prospective applicants a real glimpse into college and university life and career paths.
Interactive content: Think trivia games, online admission events, virtual tours and a “day-in-the-life” series. These formats are proving far more engaging to prospective students.
Gaming advertising: Esports programs have gained significant traction in colleges and universities that they can use for advertising, building a college or university’s brand and attracting potential students interested in esports and gaming.
Print media builds trust
Print allows universities to reach potential students and their families in their homes, schools and communities. For example, a personalized mailer entices recipients to read, engage and relate to the message. Similarly, posters strategically placed in high schools or high-traffic areas create curiosity and lasting impressions. When done right, these methods focus on creating a memorable experience, which is crucial in a competitive higher education landscape.
Print materials are often kept to be referenced later as prospective students compare and contrast different higher education options. In addition, using QR codes or personalized URLs on printed materials bridges the gap between the physical and digital worlds. The use of QR codes or URLs allows a college or university to quickly track engagement and traffic.
Universities should explore effective print media strategies:
Brochures and flyers: Visually appealing materials that highlight the college or university’s academic programs, campus facilities, residence halls, student life and other information to be used at college fairs, high schools and other events. Many times, these materials have highly detailed information on academics, student activities and career placement and include school demographics, tuition & fees, scholarships, sports and more.
Print advertisements: Ads in local newspapers, magazines and alumni publications are used to target a specific demographic or geographic area and can include more details depending on the ad size. Engaging campus photos with students and professors in their day-to-day environment are used to capture attention.
- Direct mail: One of the advantages of direct mail is the ability to target specific demographics, ensuring that the right message reaches the right audience. It also establishes trust as a physical mailer feels intentional and personal. For universities, this is an opportunity to showcase their values, programs and community. Whether it’s a brochure highlighting a department and faculty achievements or an invitation to an admissions visit day, direct mail lets the recipient know the college or university is interested in them.
Out-of-home to reach the masses
Out-of-home (OOH) advertising helps universities increase visibility, match their target audience and create awareness for their programs and offerings. Billboards, transit posters and other OOH tactics reach a large audience as they are visible to people driving, walking or using public transportation.
OOH advertising helps universities increase their brand visibility and recognition among the general public and potential students as it can strategically place ads near high schools, sporting events, transportation or other areas where their target demographic is likely to see them. With its ability to convey important information in a straightforward manner, OOH advertising can also promote campus events, open houses or new academic programs.
Here are some examples of OOH advertising universities can use:
Digital screens: Digital screens in high-traffic areas like schools or shopping centers can be used to showcase campus life, student testimonials or upcoming events.
Billboards: Large-format billboards placed along highways, busy streets or near high schools to grab the attention of commuters and pedestrians.
Digital billboards: Interactive digital billboards can display dynamic content, videos or live updates, making them eye-catching and engaging to passersby.
Street furniture: Bus shelters, benches and kiosks offer advertising space to target local residents and commuters.
Airport advertising: Ads in airports, such as digital displays, baggage claim ads or wall wraps reach a diverse and captive audience.
Higher education advertising in 2025 is innovative, digitally-driven and personalized. It is also highly competitive and has an ever-changing market. As higher ed advertising continues to change, how a college or university approaches its marketing strategy is important to effectively engage prospective students. Universities that adapt will attract the best and brightest and also build long-lasting connections that go beyond enrollment.
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