Navigating the enrollment cliff with strategic advertising

Graduate students

There are over 1,000 colleges and universities in the U.S. offering highly competitive master’s and doctoral programs. If your school is in this group, you need to recruit prospects and your recent graduates. 

 

Advertising targeted at graduate students includes:

• Reach graduate students with digital advertising and focus on search engine optimization (SEO) and keyword retargeting so specific programs show up in search results. Engage with students on social media platforms they use regularly and use pay-per-click ads to capture attention. In addition, personalized email messages about topics like how to fill out application forms and financial aid information resonate well.

• Colleges and universities should not overlook their most qualified audience: their recent college graduates. Advertise with email, digital or direct mail to recent college graduates and alumni who may be ready to take the next step in graduate studies.

• Prospective graduate students want to know what they can expect from a program and why it’s worth investing their time and money. Messages should showcase program details, faculty, research, career outcomes and alumni stories. Advertising should explain what graduate students will learn, who will teach them and what opportunities are available after graduation.

Nontraditional students

Investing in nontraditional student recruitment brings your school the people wanting to add a college education to their lives. As 56% of this audience is employed full time, and they are on average 25 – 30 years old, online courses and degree programs, night classes and accelerated programs appeal to them. 

 

Advertising approaches tailored to nontraditional audiences involve:

• As nontrads often start their search online, use SEO to ensure programs appear in their searches. Focus on keywords they’re likely to use, like “online degrees for parents” or “college degrees for full-time workers.”

• Use targeted display ads to reach nontrads based on age, interests and career goals. Highlight flexible timelines, online classes and career-focused outcomes to speak directly to their needs.

• Personalized messages that connect with nontrad students should cover topics like flexibility with schedules and academic programs, easy-to-understand ways to pay for school and simple instructions on how to apply or request information. Colleges and universities benefit from having multiple ways to engage with this audience, like phone, email, text, chat and in-person. 

• Implement direct mail and out-of-home advertising strategies to capture attention and impact enrollment numbers. Highlight flexible schedules and academic options with a call to action to visit your website or call the admissions office.

Transfer students

In 2024, there was a 4.4% increase in transfer students from the previous fall, as nearly 1.2 million college students transferred to new schools. This is a significant market to target with advertising. Collegiate athletics also play an important role in this demographic, as coaches recruit many community college athletes and those on the NCAA transfer portal. 

 

Advertising targeted at transfer students encompasses:

• Geofence and retarget 2-year community colleges and transfer student college fairs. Messages should include academic programs, how to apply and specific information for transfer students.

• Use digital advertising on social media, out-of-home and email to reach potential transfer students who are researching colleges or universities. Include messages about academic programs, athletics, and how to transfer credits, financial aid, scholarships along with campus and student life benefits.

• Obtain a mailing and email list for potential advertising opportunities like direct mail, digital ads using addressable geofencing and email ads. Many 4-year schools partner with community colleges to promote degree programs that are a continuation of their 2-year degree or have applicable credits. 

Certificates and non-degree seeking students

Another audience is those who enroll in courses or programs to obtain a certification or specialized training without pursuing a degree. As these students typically take specific classes to advance their skillset, earn a promotion at work or achieve a certification in a specific field, you’ll want to cater advertising messages around what’s available, flexible schedules and costs. 

 

Advertising strategies for undergrad students include:

• Use digital advertising like social media, Google AdWords and targeted email campaigns to reach potential students interested in certificate programs or specific courses.

• Geofence local businesses, organizations or industries where the workforce would benefit from certificates and additional education.

• Advertise at community centers, libraries and high schools about certificate programs and skillset training to attract non-traditional students who may not be actively seeking educational opportunities.

 

Some college credit students 

There’s a growing number of individuals who have some college credits but have not earned a degree, and 36.8 million students who are no longer enrolled or have some college credits. Schools can retarget advertising to this audience based on their student database and reach out to alumni as a referral source.

 

Here are some advertising strategies for students who have some college credit:

• Deliver a consistent, compelling message across multiple platforms, from social media to digital ads and direct mail, to stay top-of-mind with this audience.

• Advertising content should address key concerns like how credits transfer, how to apply and submit transcripts, flexible academic program options and degrees that will accept their credits. Sponsored content is an ideal opportunity to show them how your college or university fits their life.

• Use geofencing to connect with prospects at strategic locations like other college campuses and career fairs, where they’re already thinking about their next steps.