International student enrollment has rebounded to record highs, with 1.1 million international students in U.S. higher education in 2023/24. This resurgence brings both opportunity and intensified competition, as institutions worldwide compete for the same talent pools.

Yet despite the momentum, most universities are still using outdated recruitment approaches that don’t reflect today’s market realities. Generic strategies yield generic results, and many institutions are leaving enrollment growth (and revenue) on the table.

Working with dozens of institutions across the enrollment spectrum, we’ve identified a critical insight: the effectiveness of recruitment strategies varies dramatically by market maturity. What works in Vietnam won’t work in India, and approaches that are successful for undergraduate recruitment often fail for graduate programs.

This article presents a market maturity framework that will help you:

1. Identify where each target market falls in the development spectrum
2. Implement stage-appropriate recruitment strategies for each market
3. Measure and optimize your efforts based on proven benchmarks
4. Build an integrated plan that aligns marketing, admissions, and student services

The Market Maturity Framework 

International markets typically fall into three categories, each requiring different strategies:

1. Emerging markets

Characteristics:

• Limited awareness of your institution
• Few current students or alumni
• A developing economy with a growing middle class
• Examples: Ghana, Indonesia, Vietnam, Bangladesh

2. Developing markets

Characteristics:

• Some brand recognition
• Moderate student numbers and a growing alumni base
• Established pathways and agent relationships
• Examples: Brazil, Nigeria, Pakistan, Malaysia

3. Mature markets

Characteristics:

• Strong brand recognition
• Substantial enrollment history and active alumni
• Sophisticated consumer behavior
• High competition from other institutions
• Examples: China, India, South Korea, Canada

Let’s explore how strategies differ across these market types, with specific tactics and ROI benchmarks for each.

Strategies for Emerging Markets: Building Awareness and Trust

In emerging markets, your primary goal is establishing credibility and creating initial pathways. These tactics produce the strongest results in countries where your institution has a limited presence:

1. Strategic partnerships with local institutions

What works:

• Articulation agreements with 2+2 or 3+1 transfer options
• Joint certificates or pathway programs
• Faculty exchange programs that build academic relationships

Implementation example: To boost your international student enrollment, especially from Vietnam, you should consider establishing a 2+2 partnership program with Vietnamese universities or colleges. This program would allow students to complete the first two years of their degree in Vietnam and the final two years with your institution—either online or on campus—while ensuring full credit transfer. By creating a clear, guaranteed academic pathway, you’ll make it easier for students and their families to commit, increasing your competitiveness in the region..

Average time to results: 12-18 months. 

Typical ROI: 3:1 over three years (after initial investment)

What to avoid: Partner overload. Focus on 2-3 high-quality institutional relationships rather than signing numerous MOUs that don’t translate to actual student flow.

2. Government and sponsored student programs

What works:

• Early engagement with government scholarship programs
• Becoming an approved institution for sponsored students
• Co-creating special programs aligned with national development goals

Implementation example: To strengthen your pipeline of fully-funded international students, you should actively pursue partnerships with government scholarship programs like Indonesia’s LPDP. Start by becoming an approved institution through intentional government outreach and by creating dedicated admissions pathways tailored to scholarship recipients. This approach positions your university as a preferred destination for high-caliber, sponsored students whose tuition is fully covered, minimizing financial risk while boosting graduate enrollment

Average time to results: 12-24 months 

Typical cost per enrolled student: $1,800-$2,500 (offset by guaranteed full tuition)

What to avoid: Passive application acceptance. These programs require active relationship management and dedicated support structures.

3. Digital foundation-building

What works:

• Country-specific landing pages with locally relevant content
• Basic presence on region-specific platforms (e.g., Line in Japan)
• SEO optimization for regional search engines (Baidu, Naver, etc.)

Implementation example: Your university can start by building Indonesian-language landing pages featuring voices of current students from Indonesia, outlining local scholarship opportunities, and providing resources to help with cultural integration. These targeted digital efforts help build trust, increase visibility, and make international students feel seen and supported, leading to stronger engagement and a larger applicant pool.

Tech tools that deliver: Hreflang tag implementation, Google Translate API integration, localized URL structures

Average time to results: 3-6 months for initial traffic gains 

Cost range: $5,000-$15,000 for initial setup plus ongoing content creation

What to avoid: Machine translation without review. Always have native speakers verify translations to avoid embarrassing mistranslations that damage credibility.

Strategies for Developing Markets

In developing markets, your strategy shifts to differentiation and building sustainable recruitment channels. Competition is increasing, so generic approaches no longer suffice:

1. Agent network optimization

What works:

• Tiered agent models with performance-based incentives
• Comprehensive training and certification programs
• Agent-exclusive scholarship programs

Implementation example: The University of Northern Iowa implemented a tiered agent program with training certification, priority processing, and performance bonuses, resulting in a 20.7% increase in international enrollment in a single year.

Average time to results: 6-12 months 

Cost structure: $1,200-$2,500 per enrolled student (including commission)

What to avoid: Over-reliance on a single agent or network. Diversification is crucial in developing markets where agent loyalty can shift quickly.

3. Targeted scholarship strategy

What works:

• Country-specific scholarships (even small amounts) prominently featured in marketing
• Early award notification to influence decision-making
• Automatic qualification based on objective criteria

Implementation example: If your university is aiming to attract more students from Ghana, it could introduce a “Ghana Excellence Award”—a renewable $5,000-per-year scholarship with simple academic criteria and early admission decisions. This kind of targeted incentive can significantly boost interest, applications, and eventual enrollments from the region by signaling commitment and reducing financial uncertainty.

Average time to results: Immediate (next recruitment cycle) 

Optimal investment: $2,000-$8,000 per student spread over four years

What to avoid: Generic “international student scholarships” without targeted branding. Country-specific awards create community and word-of-mouth momentum.

Strategies for Mature Markets

Mature markets require sophisticated approaches focused on conversion optimization and competitive differentiation:

1. Personalized conversion paths

What works:

• AI-powered communication workflows based on applicant behavior
• Peer ambassador connections matched by academic interest and background
• Virtual events timed for specific markets (accounting for time zones)

Implementation example: To effectively engage Chinese applicants, 45% of whom say AI is influencing their study decisions, and 90% expect a personal response within a week, your university can implement an AI-powered, persona-based communication workflow tailored to their expectations.

This begins by segmenting applicants based on intended major, academic background, language preferences, and behavior patterns. Automated systems can provide immediate acknowledgment of inquiries, followed within 24–72 hours by personalized responses aligned with each applicant’s persona. To build deeper connections, applicants can be matched with current Chinese students in similar programs, facilitating peer-led chats or WeChat groups.

Tech tools that deliver: CRM systems with behavioral triggers, virtual event platforms with interactive capabilities, WeChat Mini Programs for Chinese audiences

Average time to results: 1-2 recruitment cycles for full implementation 

Cost range: $30,000-$80,000 for technology implementation and maintenance

What to avoid: Generic mass communications. In mature markets, personalization is expected, not optional.

2. Career outcome emphasis

What works:

• Program-specific employment outcome data by nationality
• OPT/CPT preparation programs starting before arrival
• Alumni success spotlights targeting specific countries

Implementation example: To attract top international talent, particularly from competitive markets like India, your university needs to showcase specific career outcomes that align with student aspirations. Highlighting success stories, employability data, and post-graduation transitions can significantly boost yield rates. Indian graduate students in STEM fields, for instance, are often concerned with securing OPT and transitioning to H-1B visas. By addressing these concerns early and providing data-driven, country-specific outcomes, your university can increase engagement and conversion rates.

Average time to results: 6-12 months 

Typical ROI: 7:1 when properly executed with relevant data

What to avoid: Generic statements about employability. Mature markets require specific data points and authentic examples.

3. Application and visa streamlining

What works:

• Application fee waiver codes distributed strategically
• Document verification simplification (accepting unofficial documents until admission)
• Dedicated visa advisors for key markets

Implementation example: To streamline the application and visa process for international students, your university should consider offering targeted application fee waivers for key markets like India and China, simplifying document verification by accepting scanned copies of transcripts and recommendation letters upfront, and allowing unofficial documents for initial review.

Additionally, you should also establish dedicated visa advisors to guide students through the visa application process and offer a user-friendly online portal with clear instructions and tracking options. Pre-arrival support programs, such as virtual workshops, can further ease the transition by helping students navigate the steps from application to visa approval, ultimately improving application completion rates and student satisfaction.

Average time to results: Immediate (next application cycle) 

Cost range: Minimal direct costs, potentially $10,000-$20,000 in fee revenue offset by increased enrollment

What to avoid: One-size-fits-all application processes. Mature markets require streamlined pathways that acknowledge their specific challenges.

Cross-Cutting Strategy

Regardless of market maturity, successful international recruitment requires strong internal coordination. This is where most institutions fall short:

1. Enrollment-academic partnership

What works:

• Joint market selection and program development processes
• Faculty champions for high-priority markets
• Academic flexibility for international pathways

Implementation example: Your university can launch a faculty liaison program where professors with international collaborations help support recruitment in those regions. These faculty members can participate in virtual info sessions, connect with local schools or partners, and serve as relatable academic touchpoints, making the university feel more accessible and academically aligned with students’ goals.

Average time to results: 12-24 months 

Critical success factor: Executive sponsorship from both academic and enrollment leadership

2. Pre-to-post enrollment experience alignment

What works:

• Seamless handoff processes between marketing, admissions, and student services
• Consistent messaging throughout the student journey
• Support services aligned with promises made during recruitment

Implementation example: Your university could start by mapping out the entire experience an international student has, from the first website visit to life after graduation. This helps spot areas where students might feel confused, disconnected, or underserved. By fixing these weak spots and creating a more seamless, culturally aware journey, your university could build stronger trust, improve conversion, and encourage long-term connections with global alumni.

Average time to results: 6-18 months 

Critical success factor: Cross-functional steering committee with decision-making authority

Building Your Market-Based Recruitment Plan

Now that we’ve explored strategies by market maturity, here’s how to build an integrated plan:

Step 1: Market assessment and categorization

• Evaluate current enrollment data by country/region
• Assess brand awareness and competition in each market
• Categorize markets as emerging, developing, or mature
• Select 2-3 priority markets in each category based on potential ROI

Step 2: Resource alignment by market priority

• Allocate 50% of resources to mature markets (short-term returns)
• Allocate 30% to developing markets (medium-term growth)
• Allocate 20% to emerging markets (long-term investment)

Step 3: Strategy selection and implementation timeline

• Create a 24-month implementation roadmap with specific strategies for each market
• Build in measurement points at 3, 6, 12, and 18 months
• Establish clear ownership for each strategy component

Step 4: Technology and process infrastructure

• Ensure CRM capabilities support market-specific communication flows
• Implement technical SEO requirements for international visibility
• Develop internal dashboards to track progress by market

Common Pitfalls and How to Avoid Them

Based on our work with dozens of institutions, here are the most common implementation challenges:

1. Market misclassification

Many institutions treat all international markets the same or misclassify their maturity level. 

Example: treating India (now a mature market) with the same strategies used for emerging markets.

2. Failure to adapt to market evolution

Markets evolve quickly, especially emerging ones. Strategies that worked three years ago may be obsolete today.

3. Disconnected tactics

Implementing recruitment tactics without a coherent strategy leads to wasted resources and mixed messages.

4. Ignoring geopolitical factors

Recent tensions between the U.S. and China remind us that recruitment must account for political realities.

5. Inadequate measurement

Without market-specific KPIs, it’s impossible to determine which strategies are working and which need adjustment.

Looking Ahead

As you implement this market-based framework, keep these emerging trends in mind:

1. The rise of regional hubs

Regional study destinations (Malaysia for Southeast Asia, South Africa for Africa) are changing traditional mobility patterns.

2. AI-driven student search

AI tools like ChatGPT are reshaping how students discover and evaluate institutions, disrupting traditional search patterns.

3. Micro-credential demand

Short-term, stackable credentials are becoming more attractive, especially in developing markets.

4. Climate mobility

Environmental factors are beginning to influence student mobility, creating new opportunities in unexpected markets.

Putting It All Together

International student recruitment isn’t about implementing every possible strategy. It’s about selecting the right approaches for each market’s maturity level and executing them exceptionally well.

To succeed in today’s competitive landscape:

• Assess where each of your target markets falls in the maturity spectrum
• Align your strategies to that maturity level
• Integrate your approach across marketing, admissions, and student services
• Measure results against appropriate benchmarks
• Adapt as markets evolve and competition intensifies

Get Expert Help with Your Market-Based Recruitment Strategy

At Manaferra, we specialize in helping higher education institutions develop and implement effective international student recruitment strategies tailored to market maturity levels. Our team combines deep expertise in higher education marketing with cutting-edge SEO and digital strategies for international audiences.

We’ve helped universities increase their international application rates by up to 35% through market-specific digital campaigns and strategic SEO optimizations.

Ready to implement a market-based recruitment approach? Contact us for a free consultation to discuss how we can help your institution target the right markets with the right strategies.

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• Schedule a free 30-minute consultation to review your current program marketing approach
• Subscribe to our newsletter for more insights on higher education marketing

Let’s start with some real talk: traditional higher ed marketing is dying a slow death.

The funnel of purchased names that institutions have relied on for decades is collapsing. Conversion rates from purchased contacts to enrollment have plummeted by a staggering 67% from 2019 to 2023 . Add in the looming enrollment cliff (with 840,000 fewer 12th graders projected by 2027), and we’re facing a perfect storm.

But here’s where it gets interesting: while some institutions panic, others are transforming these challenges into opportunities through strategic content marketing. At Manaferra, we’re seeing dramatic differences in outcomes between universities that treat content as a checkbox exercise versus those that view it as a strategic enrollment asset.

This article isn’t about incremental tweaks to your existing content plan. It’s about fundamentally rethinking how content drives your enrollment strategy in an environment where organic discovery and authentic connection matter more than ever.

The Current Reality: What’s Actually Working (And What’s Not)

After analyzing dozens of higher ed content initiatives and their outcomes, we’ve identified clear patterns in what drives actual enrollment results versus what just keeps marketing teams busy. Let’s break it down:

Multi-channel storytelling: Not just being everywhere

WHAT DOESN’T WORK: Creating disconnected content across channels with no strategic alignment.

WHAT WORKS: Building cohesive narratives that meet students at different touchpoints with consistent messaging but platform-appropriate execution.

Universities are finally catching on that an omnichannel approach isn’t about being everywhere—it’s about creating a seamless experience. According to Unibuddy, recruiting has fundamentally become omnichannel, requiring thoughtful coordination across all platforms.

Here’s something most marketers miss: the channels themselves aren’t the strategy. We’ve worked with institutions that dominated a single channel strategically and outperformed competitors thatspread themselves thin across every platform imaginable.

Student-generated content: Authenticity with guardrails

WHAT DOESN’T WORK: Heavily scripted “student stories” that feel corporate and contrived.

WHAT WORKS: Empowering actual students with creative freedom within brand guidelines.

The stats here are impossible to ignore: over 90% of higher ed recruiters confirm that student-to-student interactions are crucial to the prospect experience.

But there’s a nuance here that many miss: giving students complete freedom often leads to content that misses strategic goals, while excessive control produces inauthentic content nobody trusts. The sweet spot is providing creative freedom within strategic guardrails.

CONTRARIAN TAKE: Not all student content is created equal. We’ve found that content from juniors and seniors typically outperforms freshman content in driving enrollment decisions. Why? Because they can speak more credibly to the full college experience and outcomes.

Video content: Short isn’t always sweet

WHAT DOESN’T WORK: Chasing viral TikTok moments with random content.

WHAT WORKS: Strategic short-form video programs with consistent themes and calls to action.

Yes, short-form video dominates attention. A recent marketing survey found official college social channels are the top resource students use in their search, with “day-in-the-life” student videos ranking among the most desired content.

However, and this is crucial, we’re also seeing that longer-form video plays a vital role in specific programs and decision stages. For graduate and professional programs, especially, in-depth content often outperforms short snippets when prospects are making final decisions. The key is matching video length to the complexity of the decision and the stage of the journey.

AI and personalization: Promise vs. reality

WHAT DOESN’T WORK: Generic “personalization” that just inserts a prospect’s name.

WHAT WORKS: Behavior-based content delivery that adapts to actual engagement patterns.

AI is revolutionizing higher ed marketing, enabling targeted content delivery based on prospect behavior and interests. But here’s where we need to be honest: many institutions are getting lost in AI hype while missing practical applications.

The real transformation isn’t using AI to write blog posts—it’s using it to deliver the right content to the right student at the right time. One client experienced a 32% increase in application completion rates simply by implementing behavioral triggers that sent program-specific content based on browsing patterns.

SEO: The persistent blind spot

WHAT DOESN’T WORK: Generic keywords and thin program pages with minimal content.

WHAT WORKS: Comprehensive search strategies targeting high-intent, program-specific queries.

With 69% of students starting their college search online, search visibility is non-negotiable. Yet amazingly, nearly half (49%) of higher ed marketing departments lack a formal SEO strategy.

This represents both a failure and an opportunity. The institutions that take SEO seriously are seeing dramatic enrollment gains from organic search.

TACTICAL TIP: Stop optimizing for vanity terms like your institution’s name or generic program descriptions. Focus instead on specific questions students ask during their decision process: “nursing program clinical placement rates,” “business degree ROI,” or “transfer credit policy for military experience.”

Content Implementation Reality Check

Most higher ed marketing teams are understaffed and overwhelmed. Grand content strategies often fail not because they’re conceptually flawed but because they’re practically impossible to execute with available resources.

Here’s what actually works for different resource levels:

Small team (1-2 Marketers)

• First priority: SEO-optimized program pages (start with your highest-margin programs)
• Second priority: A focused social channel strategy (pick ONE platform to dominate)
• Student content: Start small with 2-3 reliable student ambassadors
• Time-saving tool: Repurpose content aggressively (one interview can become a blog, social posts, email content, etc.)

Mid-size team (3-5 marketers)

• First priority: Content hubs around key program areas
• Second priority: Structured student content program
• Resource allocation: 60% evergreen content, 40% timely/trending content
• Process focus: Create content templates and systems that scale

Large team (6+ marketers)

• First priority: Comprehensive content strategy with personalization
• Second priority: Channel-specific content strategies
• Advanced approach: Content tailored to enrollment stages
• Measurement focus: Connect content engagement to enrollment outcomes

Navigating Institutional Resistance

If you’ve been in higher ed marketing for more than five minutes, you know the biggest challenge isn’t knowing what to do—it’s getting institutional buy-in to actually do it.

Here are battle-tested approaches for overcoming common roadblocks:

For resistant leadership

• Start with a small pilot program with clear metrics
• Bring specific competitor examples to the table
• Focus on the enrollment risk of inaction rather than just the opportunity

For faculty concerns

• Create a content advisory group with faculty representation
• Focus on how content elevates their academic expertise
• Start with departments that show interest rather than fighting uphill battles

For budget constraints

• Begin with zero-budget initiatives (like restructuring existing content)
• Present content as an efficiency play that reduces dependency on paid channels
• Show specific examples where organic content reduced the cost-per-enrollment

Emerging Trends: What’s Coming Next

The next five years will bring significant shifts in higher ed content marketing. Here’s where smart institutions are already placing their bets:

1. Content experiences will replace static articles

Passive content consumption is giving way to interactive experiences. Virtual reality (VR) campus tours, interactive program explorers, and personalized content journeys are becoming differentiators.

These formats transform prospects from readers to participants, creating stronger emotional connections to your institution. The University of Leicester saw a 23% increase in enrollments after implementing an interactive student community platform.

2. AI-powered content personalization will scale

The future of personalization goes far beyond putting a student’s name in an email. Advanced institutions are beginning to deliver completely different content experiences based on prospect behavior and interests.

Imagine a prospective nursing student who’s visited your clinical simulation page twice receiving an automatic invitation to a virtual simulation demo, while a prospect interested in research opportunities receives faculty research highlights. This level of personalization is becoming possible at scale through AI.

3. Social search optimization will become essential

Perhaps the most disruptive trend is the shift in search behavior itself. About 40% of Gen Z users now turn to TikTok or Instagram instead of Google for information. This requires a fundamental rethinking of “searchable content.”

Social search optimization—ensuring your content is discoverable within social platforms—will become a critical skill. This means optimizing captions, hashtags, and even the spoken content in videos for discoverability.

4. Content will increasingly drive retention, not just recruitment

As enrollment pressures intensify, institutions are recognizing that retaining existing students is just as important as recruiting new ones. Content that supports the student journey post-enrollment is becoming a priority.

Saint Xavier University‘s award-winning Cougar Diaries blog demonstrates how student-authored content helps incoming students navigate challenges, which improves retention through a sense of belonging.

5. Value-driven content will outperform promotional content

As competition intensifies, the institutions that provide genuine value through their content will win. Western Governors University’s “Hey Teach!” blog exemplifies this approach. By hiring actual teachers as writers and focusing on solving real problems, they built an audience of over 1 million yearly visitors and saw a 340% year-over-year increase in organic search views.

The line between marketing content and educational resources is blurring, with institutions positioning valuable content as a “sample” of the education they provide.

Content Audit: How Does Your Institution Stack Up?

Use this quick assessment to evaluate your current content marketing efforts:

Content strategy audit checklist

Content purpose & planning
☐ We have documented personas for our target audiences
☐ Our content calendar aligns with the recruitment cycle
☐ We have content mapped to each stage of the student journey
☐ Content goals are tied to specific enrollment objectives

Content types & channels
☐ Our website content is optimized for SEO and conversion
☐ We have active, strategic social media presence
☐ We utilize video content effectively
☐ Email content is personalized based on prospect interests

Student involvement
☐ We have a formal process for student content creation
☐ Student voices are prominent in our marketing materials
☐ We measure and track the impact of student-created content
☐ Students receive training and guidelines for content creation

Measurement & optimization
☐ We track content performance beyond basic metrics
☐ We can connect content engagement to enrollment actions
☐ We regularly update content based on performance data
☐ We test different content approaches systematically

Institutional support
☐ Content marketing has executive support
☐ We have adequate resources for content creation
☐ There’s collaboration between marketing and enrollment
☐ Our content strategy is documented and shared

Score your results:

• 0-5 checks: Critical content gaps
• 6-10 checks: Building foundations
• 11-15 checks: Established program
• 16-20 checks: Leading practice

Implementation Timeline

Content marketing is a marathon, not a sprint. Here’s a realistic timeline for implementation and results:

Months 1-3: Foundation

• Audit existing content
• Develop a content strategy aligned with enrollment goals
• Establish a measurement framework
• Begin optimizing high-traffic program pages

Months 4-6: Production & optimization

• Launch or revamp the content hub
• Implement SEO improvements
• Start the student content program
• Begin content distribution strategy

Months 7-12: Growth & measurement

• Scale successful content types
• Implement personalization
• Connect content metrics to enrollment outcomes
• Begin testing new formats

When to expect results:

• SEO Improvements: 3-6 months
• Engagement Metrics: 1-3 months
• Lead Generation: 3-6 months
• Application Impact: 6-12 months
• Enrollment Outcomes: 12-18 months

Making Smart Investments

For every dollar you spend on content, where should it go? Our experience suggests this allocation for most institutions:

Budget allocation for maximum impact

• 30%: SEO-optimized website content
• 25%: Video content (both short and long-form)
• 20%: Student-generated content programs
• 15%: Content distribution and promotion
• 10%: Content personalization technology

Staffing considerations

Even small teams can implement effective content marketing with the right approach:

• Minimum Viable Team: 1 content strategist + student workers
• Growth Team: Add a dedicated SEO specialist and video producer
• Optimal Team: Add a data analyst and a personalization specialist

Can’t hire full-time? Consider:

• Training existing staff on content strategy
• Working with campus journalism programs
• Using freelancers for specialized content
• Partnering with an agency for strategy and execution

Content as a Strategic Response to Enrollment Challenges

As higher education navigates declining demographics and shifting student behavior, content marketing isn’t just a marketing tactic—it’s a strategic enrollment asset.

The institutions that will thrive in this challenging environment are those that view content as an investment rather than an expense. They’re creating authentic, valuable content experiences that meet prospective students where they are, answer their real questions, and build genuine connections.

By focusing on quality over quantity, authenticity over polish, and strategy over trends, your institution can develop a content approach that drives real enrollment outcomes.

The data, trends, and case studies all point to the same conclusion: in an era where traditional recruitment methods yield diminishing returns, strategic content has become one of the most powerful tools in your enrollment arsenal.

Quick Start Guide: Three Actions to Take This Week

Want to improve your content marketing immediately? Start with these three actions:

• Audit your five most-visited program pages for SEO and conversion optimization
• Interview 3 current students about what content they wish they’d had during their college search
• Track how prospects move through your content (implement basic analytics if you haven’t already)

Partner with Manaferra for Content That Drives Enrollment

At Manaferra, we help higher education institutions develop content strategies that deliver measurable enrollment results. Our team specializes in SEO, content marketing, and digital strategy specifically for colleges and universities.

Contact us for a free consultation to discuss how we can help your institution stand out in a crowded digital landscape and convert content engagement into enrollment outcomes.

Take the Next Step

• Schedule a free 30-minute consultation to review your current program marketing approach
• Subscribe to our newsletter for more insights on higher education marketing

Choosing the right content management system (CMS) for your college or university is the digital foundation that will either empower or frustrate your marketing team for years to come.

Your website is often the first impression prospective students have of your institution. It needs to be impressive, accessible, and seamlessly functional across departments – all while being manageable for your team.

At Manaferra, we’ve helped numerous higher education institutions navigate this crucial decision. Through our experience and extensive research, we’ve created this comprehensive guide to help you understand the CMS landscape and make the right choice for your specific institutional needs.

Open-Source vs. Proprietary

Before diving into specific platforms, let’s understand the current market breakdown:

Open-Source Dominance: Recent analysis shows that 66% of top U.S. universities use open-source CMS platforms (primarily Drupal and WordPress), compared to just 9% on proprietary solutions.

Market Leaders: Among the most prestigious institutions, Drupal is the single most popular CMS (used by ~35% of top universities), followed by WordPress (~18%). Among all higher education institutions (including smaller colleges), WordPress takes the lead with approximately 40% market share.

Proprietary Players: Purpose-built higher-ed solutions like Modern Campus CMS (formerly Omni CMS), Cascade CMS, and Terminalfour hold smaller but significant shares (approximately 5-10% each), often serving specific institutional needs.

CMS Market Share in Higher Education

CMS Platform	Top Universities	All Higher Ed Institutions
Drupal	35%	19%
WordPress	18%	41%
Modern Campus CMS (formerly Omni CMS)	~8%	~10%
Cascade CMS	~6%	~8%
TerminalFour	~4%	~5%
Other/Custom	29%	17%

Let’s look at how these platforms stack up against each other:

Top CMS Platforms for Higher Education

1. Drupal: The Enterprise Powerhouse

Market position: Used by approximately 35% of top universities, including all Ivy League schools.

Key strengths:

• Highly scalable and flexible for complex, multi-site environments
• Granular user permissions and robust workflows for multi-department governance
• Strong security track record and compliance capabilities
• Built-in accessibility and SEO tools
• Excellent multi-site and multilingual support

Potential challenges:

• Steeper learning curve for content editors
• Requires developer expertise for customization
• Fewer ready-made themes/plugins than WordPress

Best for: Large research universities, complex multi-college institutions, and organizations with technical resources that need enterprise-grade solutions.

Notable users: University of Pennsylvania, Princeton University, and all Ivy League institutions

2. WordPress: User-Friendly and Flexible

Market position: Used by approximately 40% of all U.S. higher education institutions, especially popular among smaller colleges.

Key strengths:

• Very user-friendly editing interface accessible to non-technical staff
• Huge ecosystem of themes and plugins (55,000+)
• Quick to deploy and update with one-click core updates
• Cost-effective for smaller schools
• Multisite network capability for department sites

Potential challenges:

• Security risks if poorly managed (target of ~90% of hacked CMS sites)
• Reliance on third-party plugins for advanced features
• Fewer built-in enterprise features (complex workflows, access controls)
• Performance can degrade without proper caching/CDN implementation

Best for: Smaller to mid-sized institutions, schools with limited IT resources, and marketing-led web teams prioritizing ease of use.

Notable users: University of Washington, Harvard University, Stanford University, many community colleges, and smaller private institutions

3. Modern Campus CMS (formerly Omni CMS): Higher Ed Specialist

Market position: The leading commercial platform in the higher education sector.

Key strengths:

• Designed specifically for higher ed with purpose-built modules
• Intuitive WYSIWYG editor and page templates
• Strong accessibility and governance features
• Excellent vendor support and training resources
• Proven multi-site scalability

Potential challenges:

• License and hosting costs with vendor lock-in
• Limited customization compared to open systems
• The platform interface can feel dated in some aspects

Best for: Institutions seeking a turnkey solution with higher-ed specific features and minimal IT overhead.

Notable users: University of North Texas, Texas Christian University (manages hundreds of sites in one Omni CMS instance), many community colleges

4. Cascade CMS: Structured Content Management

Market position: A significant player in the higher education CMS space.

Key strengths:

• Higher-ed focused with time-saving templates and marketing modules
• Built-in accessibility checker and quality control tools
• Robust permissions and versioning for distributed editing
• Content preview and drag-and-drop editing
• Vendor-managed updates reduce maintenance burden

Potential challenges:

• Significant license cost (often tens of thousands annually)
• Less flexible for deep customization
• Smaller developer community than open-source options

Best for: Universities seeking strong governance and quality control with structured content management.

5. TerminalFour: Marketing-Focused Solution

Market position: Used 250+ higher education clients

Key strengths:

• Purpose-built for higher ed with multi-site management
• Includes personalization and digital marketing tools
• Strong multi-channel support for web, email, and landing pages
• Marketing automation integrations
• Used successfully in hundreds of institutions globally

Potential challenges:

• Proprietary cost and support model
• Interface can be complex, requiring training
• Smaller U.S. presence compared to competitors
• Limited custom development outside of provided features

Best for: Institutions looking to integrate marketing automation with their CMS and prioritizing recruitment campaigns.

Key Decision Factors for Higher Ed CMS Selection

SEO Performance & Flexibility

Search visibility is critical for enrollment marketing. Here’s how the platforms compare:

Drupal offers built-in SEO architecture and taxonomy out of the box. It includes modules for meta tags, XML sitemaps, and structured data, with a semantic content structure that search engines love. Its structured content approach makes it easier to manage rich metadata at scale.

WordPress relies on plugins for most advanced SEO features (like Yoast SEO), but these plugins are powerful and make WordPress SEO accessible even to non-technical editors.

Proprietary CMS options like Modern Campus CMS and Cascade include built-in SEO checks or fields, though they may lack the depth of third-party tools available to open-source systems.

The key takeaway? All these platforms can achieve strong SEO results with proper implementation. The best choice depends on your team’s expertise and needs for automation versus simplicity.

Accessibility Compliance

Accessibility is non-negotiable for higher education websites, which must comply with WCAG 2.1 and Section 508 requirements.

Drupal has been a leader in accessibility, with many features built into the core (accessible admin interfaces, ARIA landmarks, text alternative prompts). The Drupal community has prioritized ADA compliance tools throughout the platform’s evolution.

WordPress strives for accessibility, but much depends on the chosen theme and plugins. It’s fully possible to build a WCAG-compliant WordPress site, but the CMS itself won’t enforce accessibility standards without additional plugins.

Proprietary higher-ed CMS options often include automated accessibility checkers and enforcement:

• Modern Campus CMS has an Accessibility Check tool that scans pages for issues before publishing
• Cascade CMS includes built-in accessibility scanning as part of its content editor
• TerminalFour provides accessibility consulting and tools as part of its platform

Remember that despite CMS features, universities still face challenges in maintaining accessibility due to decentralized content editors, legacy content, and the balance between design flexibility and compliance.

Multi-Site Management & Scalability

University websites are often complex ecosystems with a main site plus sub-sites for colleges, departments, and other units. Managing this efficiently is a key requirement.

Drupal supports multiple sites from a single codebase or within one site via multi-domain setups. Its robust taxonomy and content modeling are ideal for large content inventories.

WordPress has a built-in Multisite mode that allows one installation to host any number of sub-sites – perfect for giving departments their own sites while maintaining centralized control.

Proprietary CMS options are often built specifically for multi-site management:

• Modern Campus CMS allows institutions to manage hundreds of sites in one place, as demonstrated by Texas Christian University
• TerminalFour enables managing multiple sites from a single platform while maintaining brand consistency
• Cascade CMS offers a centralized dashboard and shared asset library for all sites

For content and traffic scaling, Drupal is often favored by high-traffic sites (used by 39% of the top 100 high-traffic universities). WordPress can handle high traffic, too, with proper hosting and caching, but institutions often lean toward the enterprise features of Drupal for extremely large-scale needs.

Security & Compliance

Universities handle sensitive data and are frequently targeted by cyberattacks, making security a critical concern.

Drupal has a strong security reputation and is widely used in higher ed and government because it “values security, scale, ACL, ADA compliance, and workflow management.” Its architecture includes robust user access controls.

WordPress, due to its massive user base, is the biggest target (90% of hacked CMS sites in 2018 were running WordPress). This is partly due to its popularity and partly because many WP sites run outdated plugins or weak passwords.

Proprietary CMS options are less common targets due to their smaller install base. Security often relies on the vendor – Cascade CMS, for example, handles updates centrally to keep all clients on the latest, most secure version.

For compliance considerations (FERPA, GDPR, etc.), all major CMS platforms can be configured appropriately with authentication, SSO integration, and privacy controls.

Ease of Use for Marketing & IT Teams

The usability of your CMS can significantly impact adoption and efficiency across campus.

WordPress is often lauded as “user-friendly, easy to learn, and affordable,” which is ideal for cross-functional teams with varying tech skills. Its intuitive interface allows editors to publish updates quickly without significant training.

Drupal has improved usability in recent versions, but is still considered more “advanced” – powerful but harder for new users. Drupal shines for IT power users but can be made editor-friendly with thoughtful implementation.

Higher-ed specific CMS options emphasize empowering non-technical users:

• Cascade CMS offers an “intuitive interface” and “rock-solid WYSIWYG editor”
• Modern Campus CMS was built for content contributors across campus, with user-friendly page editing and workflow approvals
• TerminalFour has an editor-friendly design with marketing automation features built-in

An important insight: perceived “ease of use” often depends more on implementation than the platform itself. A well-configured Drupal site can be straightforward for editors, while a poorly configured WordPress site might be frustrating.

Performance & Speed Optimization

Fast-loading, responsive websites are crucial for user experience and SEO. Performance depends on both the CMS and how it’s deployed.

Drupal includes internal page caching and supports granular caching for blocks/views. It automatically minifies and aggregates CSS/JS in production mode, typically resulting in smaller page payloads than WordPress.

WordPress core is lightweight but does not include full-page caching by default. However, caching plugins or host-level caching remedies this limitation.

Proprietary CMS options like Cascade and Modern Campus CMS often use a static publishing model, generating flat HTML files on the server. This approach makes page delivery extremely fast but may limit on-demand personalization.

All major CMS platforms can be optimized for high performance with proper configuration, caching, image optimization, and CDN integration.

Total Cost of Ownership

When evaluating CMS options, consider both initial implementation and ongoing expenses.

Open-Source (Drupal, WordPress): The software itself is free, but you’ll likely spend on development, hosting, and possibly premium plugins or support contracts. Costs can range from very low for a simple WordPress site to significant for an enterprise Drupal implementation.

Proprietary (Cascade, Modern Campus CMS, TerminalFour): These have direct licensing costs. Cascade CMS licensing can range between $20,000 to $100,000+ upfront, plus annual fees. Modern Campus CMS is typically subscription-based, with many mid-sized colleges paying in the five-figure range annually.

Consider these additional factors:

• Development & Customization: Open source offers unlimited customization but may require ongoing developer support. Proprietary CMS come with pre-built features but may limit custom functionality.
• Maintenance & Updates: Open source requires resources to apply updates. Proprietary usually includes updates in the license fee.
• Training & Support: Proprietary vendors typically include training, which can ease transition and ongoing usage.
• Hosting & Infrastructure: Costs vary widely based on scale and requirements.

CMS Comparison Chart: Feature Breakdown

To help you evaluate your options at a glance, we’ve created this comprehensive comparison of the top higher education CMS platforms:

Feature	Drupal	WordPress	Modern Campus CMS	Cascade CMS	TerminalFour
Initial Cost	Free	Free	$$	$$	$$
Ongoing Cost	$	$	$$	$$	$$
Ease of Use (Editors)	★★☆	★★★	★★★	★★★	★★☆
Technical Flexibility	★★★	★★☆	★☆☆	★☆☆	★☆☆
SEO Capabilities	★★★	★★★	★★☆	★★☆	★★☆
Accessibility Tools	★★★	★★☆	★★★	★★★	★★☆
Multi-Site Management	★★★	★★☆	★★★	★★★	★★★
Security	★★★	★☆☆	★★☆	★★☆	★★☆
Performance	★★★	★★☆	★★★	★★★	★★☆
Higher Ed Specific Features	★★☆	★☆☆	★★★	★★★	★★★
Community/Ecosystem	★★★	★★★	★☆☆	★☆☆	★☆☆
Developer Availability	★★★	★★★	★☆☆	★☆☆	★☆☆

Legend: ★★★ Excellent, ★★☆ Good, ★☆☆ Fair, ☆☆☆ Poor

Making the Right Choice for Your Institution

After comparing all these factors, how do you decide? Here’s our framework:

Match the CMS to Your Institution’s Profile

Large Research Universities:

• Typically benefit from Drupal’s enterprise-grade capabilities
• Have the IT resources to maintain complex systems
• Need robust multi-site management and governance
• Example users: Harvard, MIT, Stanford, all Ivy League schools

Mid-Sized Universities:

• May find Drupal or Modern Campus CMS appropriate
• Balance between power and maintainability is key
• Need strong departmental permissions but a user-friendly interface
• Example users: Many state universities, private colleges

Small Colleges:

• Often thrive with WordPress or cloud-based proprietary solutions
• Prioritize ease of use and lower maintenance overhead
• Need cost-effective solutions with minimal IT requirements
• Example users: Community colleges, small private institutions

Assess Your Internal Resources

Your team’s composition greatly influences which CMS will work best:

Strong Technical Team:

• Can leverage the power and flexibility of open-source solutions
• Able to customize and maintain complex systems
• May prefer the control offered by Drupal

Marketing-Led Web Team:

• Might prefer WordPress or a proprietary higher-ed-specific CMS
• Values intuitive interfaces and minimal technical barriers
• Needs built-in templates and streamlined workflows

Minimal Web Staff:

• Often benefits from vendor-supported solutions like Modern Campus CMS or Cascade
• Values, training resources, and dedicated support
• May prefer solutions that require less ongoing maintenance

Consider Your Strategic Priorities

Finally, align your CMS choice with your institutional strategic goals:

Enrollment Growth Focus:

• Prioritize SEO capabilities and marketing integration
• Need personalization features for targeted recruitment
• Value integration with CRM and marketing automation

Brand Consistency Priority:

• Need strong multi-site governance and template management
• Value centralized asset libraries and style enforcement
• Benefit from systems with built-in brand guidelines

Accessibility Compliance Mandate:

• Require built-in accessibility checking and enforcement
• Need WCAG compliance tools and monitoring
• Value systems that guide content creators toward accessibility

Total Cost of Ownership Comparison

When evaluating CMS options, understanding the total cost of ownership is crucial. Here’s a breakdown of where your budget typically goes with each platform type:

Cost Factor	Open Source CMS	Proprietary Higher Ed CMS
Initial License	$0	$20,000-$100,000+
Annual License/Support	$0 (community) to $10,000+ (enterprise support)	$5,000-$50,000+
Implementation	$30,000-$250,000+ (varies widely)	$20,000-$150,000+
Hosting	$600-$30,000/year	Often included in the license
Internal Staff	Requires more technical expertise	Less technical staff needed
Training	Self-directed or consultant-led	Usually included in the license
Updates/Maintenance	Requires dedicated resources	Handled by vendor

Note: Costs are estimates and vary widely based on institution size, complexity, and requirements.

Conclusion

There’s no one-size-fits-all “best CMS” for higher education. The ideal platform depends on your institution’s size, technical resources, marketing goals, and specific needs.

Open-source solutions like Drupal and WordPress continue to dominate the market due to their flexibility and lack of licensing costs. Drupal remains the preferred choice for large, complex institutions with technical resources, while WordPress is favored by smaller schools prioritizing ease of use.

Purpose-built higher education CMS platforms like Modern Campus CMS, Cascade, and TerminalFour offer specialized features and support that many institutions find valuable, especially those with limited technical staff.

Whatever platform you choose, success depends on proper implementation, training, and governance. The best CMS is the one that empowers your marketing team to effectively communicate your institution’s value while being maintainable for your technical team.

Take the Next Step

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Many OPMs invest heavily in digital marketing, including paid advertising, social media campaigns, and other lead-generation tactics. With competition rising and PPC costs going up, relying only on paid ads just isn’t sustainable.

Yet, unfortunately, long-term strategies that bring in credibility and boost organic visibility, such as SEO, often take a backseat, or worse, are approached the wrong way. Such costly mistakes in search strategy mean missed opportunities, higher student acquisition costs, and fewer enrollment opportunities.

Here are the six biggest SEO mistakes we see OPMs making—and how to fix them.

Mistake #1: The Paid Media Addiction

Most OPMs have built their business models around paid advertising. It’s predictable, scalable, and delivers immediate results. But this approach comes with serious downsides:

• PPC costs in higher education have jumped dramatically (some keywords now cost $100+ per click)
• Paid campaigns stop delivering the moment you stop spending
• Return on ad spend is declining across digital channels
• Competition for student attention is at an all-time high

The solution:

Build a balanced acquisition strategy that includes organic search:

• Allocate 25-30% of your marketing resources to SEO initiatives
• Create a 12-month SEO roadmap alongside your paid media plan
• Target high-intent keywords that match student search behavior
• Track cost-per-enrollment differences between paid and organic channel

Mistake #2: The Microsite Trap

Creating standalone program microsites might seem like a smart way to control the marketing narrative, but it creates serious SEO challenges:

• New domains lack the authority needed to compete in search results
• You’re starting from scratch instead of leveraging the university’s existing domain strength
• Microsites create potential duplicate content issues
• Students often trust .edu domains more than marketing microsites

The solution:

• Whenever possible, build program pages on the university’s main domain
• If microsites are necessary, implement proper canonical tags and link structures
• Develop unique content marketing strategies for microsites to avoid duplication
• Create clear navigation paths between microsites and the main university websites
• Build backlink strategies specifically for microsite domains

Mistake #3: Misaligned Keyword Strategy

Many OPM-managed program pages target keywords that don’t match actual student search behavior:

• Programs optimize for institution-centric terms (e.g., “Master of Business Administration”) instead of student-centered searches (e.g., “online MBA no GMAT”)
• Content lacks specificity for program features that students actually search for
• Location-based search opportunities are often missed
• Pages ignore long-tail keywords with high conversion potential

The solution:

• Conduct comprehensive keyword research using tools like SEMrush, Ahrefs, or KeywordTool.io
• Organize keywords by search intent (research, comparison, application)
• Optimize program pages for specific, high-intent phrases:
  • “affordable online psychology degree”
  • “best data science master’s for working professionals”
  • “accelerated nursing program in [location]”
• Create supporting content for different stages of the student journey

Mistake #4: Content That Doesn’t Convert

Many OPM program pages suffer from thin, generic content that fails to answer student questions or drive conversions:

• Program descriptions that read like catalog copy
• Lack of specific information about outcomes, faculty, or student experiences
• Missing answers to commonly asked questions
• No strategic content targeting different stages of the student journey

The solution:

• Develop robust program pages (1,000+ words) that thoroughly address student needs
• Create supporting content clusters around each program:
  • Career outcome guides specific to each degree
  • Student success stories and testimonials
  • Faculty spotlights and expertise highlights
  • Program comparison pages
  • Detailed admission requirement breakdowns
• Add FAQ sections based on actual student questions
• Include clear calls-to-action throughout the content

Mistake #5: Technical SEO Problems

Technical SEO issues plague many OPM-managed program pages:

• Slow page loading speeds (especially on mobile devices)
• Poor mobile responsiveness
• Missing schema markup for education programs
• Unclear site architecture and navigation
• Unfriendly URLs and broken internal links

The solution:

• Run regular technical SEO audits using tools like Screaming Frog
• Improve page speed by optimizing images, leveraging browser caching, and reducing script loads
• Implement schema.org markup for educational programs
• Create logical site architecture with clear program categorization
• Ensure all pages are fully responsive for mobile users
• Use descriptive, keyword-rich URLs for all program pages

Mistake #6: Weak Backlink Profiles

Many program pages struggle to rank because they lack quality backlinks:

• Few or no links from relevant education sites
• Missing internal links from high-authority university pages
• No strategic link building plan
• Over-reliance on social media links (which provide limited SEO value)

The solution:

• Develop program-specific link building strategies
• Create linkable assets like research reports, industry surveys, and educational resources
• Build relationships with higher education publications for guest posting opportunities
• Leverage faculty expertise for thought leadership content that attracts links
• Ensure strong internal linking between related programs and resources
• Partner with industry associations relevant to specific degree programs

The SEO Opportunity for OPMs in 2025

Seeing a steady stream of students discover the right program at the right time, not because they were bombarded with ads, but because they were actively searching for it and found exactly what they needed, is the main goal. 

For OPMs, the challenge has always been figuring out how to bring in those students efficiently without relying too heavily on expensive paid marketing campaigns that can disappear the moment budgets are cut. The real solution to this problem and long-term success lies in striking the right balance between paid acquisition and organic search, a balance that not only reduces costs but also creates a more sustainable and reliable flow of prospective students over time.

While paid advertising can certainly drive immediate results, those results are fleeting, entirely dependent on continued investment, and often subject to rising costs and diminishing returns. Organic traffic, on the other hand, doesn’t just vanish when spending slows down. It compounds over time, creating a self-sustaining pipeline of high-intent prospects, students who are actively looking for the right program rather than passively absorbing whatever happens to land in front of them. These are the students who are more likely to engage deeply, apply, and ultimately enroll, making SEO an effective investment for the overall program growth and stability.

University partners want to see results that go beyond quick wins, and an OPM that can generate consistent, cost-effective traffic will always have an advantage. More than that, being able to show a strong, well-optimized organic presence can make all the difference when competing for new partnerships, proving not just marketing expertise but an ability to drive long-term enrollment growth.

SEO may not be the fastest route to immediate results, but for those who commit to it, the long-term benefits far outweigh the short-term effort.

Take the Next Step

At Manaferra, we specialize in helping OPMs develop effective SEO strategies that drive enrollment growth. Our team understands the unique challenges of marketing online programs and how to overcome them.

• Schedule a 30-minute strategy call to discuss your specific OPM challenges
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Online Program Management (OPM) companies have completely changed the way universities expand their online footprint through their expertise in higher education marketing, recruitment, and enrollment—but let’s face it, the game is changing.

If your strategy still leans heavily on paid advertising to drive student applications, you’re probably feeling the pinch. That’s because in 2025, this approach comes with some serious challenges:

• Cost-per-click has increased by 13% year-over-year
• Competition for keywords like “online MBA” has reached a fever pitch
• Regulatory scrutiny on revenue-share models is intensifying
• Many online programs are battling enrollment declines

The result? Higher acquisition costs and lower margins. Not exactly the growth trajectory you promised your university partners.

But there’s a massive opportunity hiding in plain sight: SEO.

Why SEO Should Be Your Next Strategic Priority

Imagine you’re a student thinking about deciding on a university. What’s the first thing you do? You Google it.

Prospective students are actively searching for answers, and if your programs aren’t showing up, you’re losing out on high-intent leads. That’s where SEO comes in.

Right now, SEO is one of the most powerful tools for OPMs because:

Students start their journey on Google

When looking for a college or university, 58% of prospective students turn to search engines.. They’re searching for things like:

• “Best online psychology master’s programs”
• “Affordable data science degree”
• “How long to complete nursing BSN online”

And, if your programs aren’t showing up on page one for these queries, you’re missing out on high-intent prospects who are actively looking for what you offer.

The math makes sense

Every student who finds your programs through organic search represents thousands of dollars saved in acquisition costs. While paid ads stop performing the moment you stop paying, SEO benefits compound over time:

• Year 1: Build the foundation, see initial improvements
• Year 2: Gain momentum, reduce paid spend
• Year 3: Establish dominance, dramatically lower CPE (cost-per-enrollment)

One of our OPM clients reduced their cost-per-enrollment by 38% after implementing a strategic SEO program across their managed institutions.

It leads to better conversion rates

Students who discover programs through organic search often convert better than their paid traffic counterparts. Why? They’re actively seeking solutions rather than being interrupted by ads.

These prospects are typically further along in their decision journey and show stronger intent signals—making them more likely to complete applications and ultimately enroll.

Where Most OPMs Fall Short With SEO

Even with deep expertise in digital marketing, it’s easy for OPMs to run into SEO challenges that can impact visibility and performance. Relying on microsites, for instance, or not fully aligning with how prospective students search online are some of the common pitfalls.

The good news? Once you notice these mistakes, you can fix them, and we have the solutions to help.

1. The microsite trap

Building separate program microsites instead of working within the university’s main domain. These standalone sites lack the domain authority needed to compete in search results.

The fix/solution: Develop program pages that leverage the university’s existing domain authority while maintaining your marketing control.

2. Content duplication nightmares

Creating competing program pages that confuse both Google and prospective students. When the main university site and your OPM-managed pages contain similar but conflicting information, everyone loses.

The fix/solution: Implement a clear content governance strategy that eliminates duplication and creates a seamless user experience.

3. Missing the keyword mark

Optimizing for how institutions think about programs rather than how students search for them.

Students rarely search for “Master of Business Administration”—they search for “online MBA no GMAT required” or “best affordable MBA programs.”

The fix/solution: Build your content strategy around real student search behavior, not institutional language.

4. Technical SEO failures

Slow page load times, poor mobile experiences, and unclear site architecture can tank your rankings. Google prioritizes sites that offer excellent user experiences.

The fix/solution: Conduct regular technical SEO audits and fix issues before they impact rankings.

5. Content desert syndrome

Most OPM-managed program pages are content-poor, answering only the most basic questions. They lack the depth needed to capture long-tail search traffic.

The fix/solution: Develop content hubs around each program that address the full spectrum of student questions and concerns.

How to Build an SEO Powerhouse for Your OPM

By now, it’s pretty much understood that SEO is your best solution for driving organic traffic and increasing enrollments. However, simply knowing SEO is important isn’t enough since success comes from executing the right approach. And when done right, SEO will bring in the right students who are ready to take action.

Ready to transform your approach? Here’s your roadmap:

Step 1: Conduct a full-spectrum SEO audit

Start by understanding where you stand. Analyze your current program pages for:

• Technical issues impacting performance
• Content gaps and opportunities
• Keyword targeting misalignment
• User experience barriers
• Competitor positioning

Step 2: Develop a student-centered keyword strategy

Map the complete student journey from initial research to application. For each stage, identify:

• High-volume, high-intent keywords
• Long-tail opportunities with lower competition
• Question-based queries that signal research mode
• Location-specific search patterns

Step 3: Create content that converts

Build out program pages that actually answer student questions:

• Clear program overviews with scannable benefits
• Transparent cost information
• Specific career outcome data
• Student success stories
• Faculty credentials and access
• Application requirements and deadlines

Step 4: Build authority through strategic content

Develop supporting content that establishes topical authority:

• Program-specific blogs addressing common questions
• Industry trend analysis relevant to your programs
• Career guidance content for prospective students
• Student experience insights
• Application and financial aid resources

Step 5: Measure what matters

Move beyond basic traffic metrics to track:

• Organic traffic to application conversion rates
• Cost-per-enrollment from organic channels
• Keyword ranking improvements
• Page-level engagement metrics
• Return on SEO investment

SEO as Your Growth Engine

Rising ad costs and intensifying competition are making paid advertising marketing less effective, and SEO offers a smarter, more sustainable path forward for OPMs.

By building a strong organic presence, you’ll create a sustainable competitive advantage that delivers value to both your company and your university partners.

Want to see how your OPM programs measure up? Our team specializes in SEO strategies specifically designed for online program management companies and higher education institutions.

Take the Next Step

• Schedule a free 30-minute consultation to review your current program marketing approach
• Subscribe to our newsletter for more insights on higher education marketing

The higher ed recruitment game is changing fast. Fewer prospective students, changing search behaviors, and increasing competition mean schools can’t rely on the same old tactics anymore.

At Manaferra, we’ve seen firsthand how content marketing has transformed from a “nice-to-have” into an essential enrollment strategy. When 84% of higher ed marketing leaders identify prospective students as their top-priority audience, it’s clear that enrollment growth remains the foundation of institutional success.

This guide will walk you through practical strategies for using content marketing to boost your enrollment numbers in 2025 and beyond. No fluff, no jargon—just actionable insights based on what’s actually working for colleges and universities right now.

Why Content Marketing Matters More Than Ever

Traditional recruitment methods aren’t cutting it anymore. Purchasing contact lists has seen conversion rates fall from 0.13% to just 0.043% in recent years. Meanwhile, the pool of college-bound teens is shrinking, with hundreds of thousands fewer names expected by 2027.

Content marketing works differently. Instead of interrupting students with ads or emails they didn’t ask for, you’re creating valuable resources they actively seek out. When a prospective student finds helpful information from your school, they begin to trust you—and that trust translates into applications.

Take University of the Potomac as an example. After revamping their content and SEO strategy, they saw a 447% increase in organic traffic and a staggering 1,423% jump in SEO-driven leads, plus added $125,000 in monthly traffic value. That’s not just more website visitors—that’s more actual students in the pipeline.

Content marketing also creates what we call a “flywheel” effect rather than relying on a linear funnel. As one higher ed VP puts it, “advancing our institutions must start with enrollment, and end with engagement and philanthropy”. This approach focuses on continuous engagement rather than blunt outbound pushes.

The Student Journey and How Content Shapes It

Today’s prospective students experience a range of emotions throughout their journey—fear, excitement, doubt, and anticipation. As one higher-ed SEO expert notes, “marketers should provide them with good information so that… students will think, ‘That University is really helpful…’ This sets the stage for a more impactful brand impression at the consideration/decision stages”.

Creating content that answers students’ questions and eases anxieties positions your institution as a supportive authority when it’s time to choose a school. Content marketing is now seen as an essential strategy for driving enrollment and building your institution’s reputation, not just a marketing fad.

Georgia State University understood this journey when they created an AI chatbot for incoming freshmen. This “Pounce” chatbot exchanged over 50,000 messages with students, and the results were impressive: a 21.4% reduction in “summer melt” and a 3.3% increase in enrollment yield. What’s more, 94% of students recommended that the next year’s class also get the chatbot because they found it so helpful.

Content Types That Actually Drive Enrollment

Thought Leadership Content

Thought leadership content on your blog remains incredibly effective when done right. Southern New Hampshire University (SNHU) built an extensive content library answering common student questions like “What is a BSN degree?” and “Is a BSN worth it?”—queries searched hundreds of thousands of times monthly.

This approach has helped SNHU generate over 1.3 million monthly organic visits, with approximately 77% coming from non-branded searches. That means people who weren’t looking specifically for SNHU found them through helpful content. In fact, SNHU’s organic traffic is so large that buying equivalent Google Ads would cost ~$5.7m per month.

Your blog strategy should focus on addressing real questions that align with your programs. When students start considering getting a degree, they don’t immediately search for specific programs like “master’s in cybersecurity” — they have tons of basic questions. By answering those questions, you bring students into your site and keep them engaged throughout their journey.

Video: More Than Just Campus Tours

Video has become non-negotiable for reaching today’s students. Research shows 82% of high school students watch videos on college websites, and 83% find them useful in their decision-making.

While virtual campus tours are important (73% of students have taken one, and 79% say it’s useful in their college search), don’t stop there. Short-form vertical video is now one of the highest-demand forms of content according to Inside Higher Ed.

Harvard’s admissions office uses TikTok for student Q&As about majors, accumulating tens of thousands of followers and likes. These brief, authentic videos create an emotional connection that polished brochures can’t match.

Harvard University’s Division of Continuing Education identified that adult students needed help with career changes, so they created a “How to Ace an Interview” video and blog post. That evergreen content has amassed over 2.5 million YouTube views in eleven years, demonstrating the long-term payoff of addressing student pain points with helpful content.

Student Stories That Sell Without Selling

Nothing resonates with prospective students like hearing from people like them. Student and alumni stories add emotional resonance and credibility that marketing copy alone can’t match. Their testimonials can be a powerful part of your content marketing message.

Washington University in St. Louis has students take over their TikTok accounts, precisely to leverage peer influence and reach prospective students authentically (Inside Higher Ed).

Interactive Content That Engages and Converts

Interactive elements transform passive reading into active engagement. Net price calculators address the primary concern of affordability—in fact, “results from a financial aid or scholarship calculator” ranked among the top five resources students use when researching colleges.

There’s huge potential in using data visualizations and interactive content alongside text. Webinars and virtual events are also booming, with the virtual events market projected to grow ~30% by 2027 .

SEO Strategy: Getting Found When It Matters

Understanding How Students Actually Search

Search engines are often the first touchpoint between a prospective student and a university’s content. “Most students make their way to your website via search engines,” an EAB report emphasizes.

A 2024 survey of 6,000+ graduate and adult learners by EAB found the top five information sources were all digital (e.g., search engines, school websites, online directories, etc.). This reflects a broader trend of “stealth shoppers” — students who independently research schools without ever contacting admissions until they apply.

What’s particularly interesting is the emergence of social media as a search tool. According to Google’s own research, around 40% of Gen Z will use TikTok or Instagram to search for things instead of Google. This shift means universities need to consider how their content appears on these platforms too.

Beyond Branded Search Terms

Most schools focus primarily on branded search terms—their own name or programs tied to their school. While ranking for these terms is important, they typically only reach prospects who are already aware of your institution.

The real opportunity lies in non-branded search terms that capture prospects early in their journey. SNHU’s success story is telling: 77% of their organic traffic comes from non-branded searches. In SEO, this is the traffic you want… new audiences that haven’t engaged with your brand before.

For most higher ed institutions, the majority of organic traffic is branded traffic, meaning they’re mainly getting visitors who already know the school. This represents a missed opportunity to reach new prospects through non-branded content.

Technical Considerations That Matter

Even great content won’t perform well if technical SEO fundamentals aren’t in place. Having your main (root) website serve primarily as a marketing asset can do wonders for your SEO. SNHU’s blog lives under snhu.edu, which concentrates SEO authority and is one reason their site performs so well in search results.

Beyond site structure, page speed, mobile responsiveness, and technical SEO hygiene (proper redirects, meta tags, schema markup) are all increasingly part of content strategy in higher ed. University of the Potomac once experienced a 70% drop in organic traffic after a website redesign disrupted their SEO, until we fixed the issues (read the full case study here).

Creating Content That Actually Converts

Value-First Approach

Today’s students are savvy consumers who can detect marketing-speak a mile away. They’re also making one of the most significant investments of their lives, so building trust is essential.

Google’s guidelines explicitly reward content that is “people-first” and useful. Universities should make sure their content provides genuine value rather than feeling like an ad.

National University’s blog articles, for example, often include data, statistics, and detailed pros/cons — like one post that shares NCES data on online enrollment growth and a list of benefits and considerations of online vs. in-person learning. This kind of depth not only engages readers but signals to search engines that the content is thorough and authoritative.

Strategic CTAs and Personalization

Every piece of content should include calls-to-action that guide prospects toward the next appropriate step. 

One practical example is using dynamic content on “thank you” pages after a student requests info — instead of a generic thank you, the page might display a tailored next step based on their interests.

The rise of AI and personalization is dramatic in higher education, with 93% of higher ed staff expecting to expand their use of AI in their work over the next two years. AI is helping institutions connect more effectively with their audience, and make informed decisions, reshaping how they engage prospects in a competitive market.

Measuring What Matters

Without measurement, you can’t improve your content strategy. According to HubSpot, education industry customers see an average 215% increase in website traffic after 12 months of inbound marketing implementation. They also report a 310% increase in inbound leads during the same period.

University of Wyoming increased lead volume by 26% and achieved an 18% conversion rate to enrollment after refining their inbound content strategy. These metrics demonstrate the tangible impact of content marketing on enrollment outcomes.

A classic statistic in the field is that content marketing generates 3x as many leads as outbound marketing at 62% lower cost. For higher education, this means content (largely owned media) can reduce reliance on expensive paid student search.

The Future of Higher Ed Content Marketing

As we look toward 2025 and beyond, content marketing will only become more central to successful enrollment strategies. The challenges are real: Bain & Company found that organic traffic could drop 15-25% due to the rise of AI answers on search pages. This “zero-click” trend means universities will need to optimize not just for clicks, but for visibility within AI-generated answers.

According to Inside Higher Ed, “it’s getting more competitive in the digital space to reach a dwindling pool of students… efforts will take 3-5 years to take hold”. This means colleges must invest in long-term content assets now to secure their pipeline in the future.

The institutions that thrive will be those that view content not merely as marketing materials but as valuable educational resources that genuinely help prospective students navigate their decisions. By focusing on student needs first and institutional promotion second, you build the trust that ultimately drives enrollment choices.

Ready to Transform Your Higher Ed Content Marketing?

At Manaferra, we specialize in helping higher education institutions develop and implement data-driven content strategies that drive enrollment growth. Our team brings deep expertise in higher education SEO, content creation, and digital marketing.

Contact us today for a free content marketing assessment and discover how we can help your institution achieve its enrollment goals through strategic content marketing.

Higher education marketing is undergoing significant progress, with artificial intelligence (AI) playing a pivotal role. Marketers are embracing AI tools to save time, connect more effectively with their audience, and make informed decisions. These AI tools for higher education are not just improving efficiency—they are reshaping how institutions engage with prospective students in a highly competitive market.

The Progress of AI in Higher Education Marketing

AI has transitioned from a futuristic concept to a practical tool widely used by marketers, with 93% of higher ed staff expected to expand their AI use for work over the next two years.

AI is helping institutions personalize student experiences, optimize their outreach, and achieve meaningful results. With the demand to attract and retain students increasing, AI tools provide innovative methods to stand out and deliver value.

Why AI Tools Are Essential for Higher Education Marketers

Marketers in higher education face unique challenges. The need to differentiate their institutions and connect with students in authentic ways is crucial. AI tools simplify repetitive tasks, make data analysis more reliable, and help create targeted strategies.

Whether generating content, improving enrollment efforts, or analyzing trends, AI has become an indispensable resource for achieving impactful results.

This post explores 20 top AI tools designed for higher education marketers, divided into four key categories:

• Content Creation: Tools that help craft engaging and useful materials.
• Enrollment Optimization: Solutions to streamline admissions and attract prospective students.
• Data & Analytics: AI-driven platforms for smarter, data-based decisions.
• Personalization & Engagement: Tools to improve student engagement through customized experiences.

Each section highlights five top tools, their benefits, and real-world applications to help you choose the best resources for your strategy. To make this guide even more actionable, we’ve included a downloadable list of 100 AI tools for higher education marketers at the end of the blog. This exclusive resource will help you explore even more options tailored to your needs.

AI Tools for Content Creation

Crafting engaging and impactful content is at the heart of every successful marketing strategy. In higher education, this means creating materials that resonate with prospective students, parents, and other stakeholders. AI tools have revolutionized the way content is planned, written, and optimized, allowing marketers to focus on creativity while automating repetitive tasks.

How AI is Transforming Content Creation

AI tools help marketers streamline content production by analyzing audience preferences, identifying trending topics, and optimizing content for search engines. These tools ensure that the content is not only high-quality but also tailored to meet the specific needs of your target audience.

For higher education marketers, this translates to creating program descriptions, blog posts, social media content, and email campaigns that drive engagement and action.

Top AI Tools for Content Creation

Here are five AI tools that stand out in their ability to assist higher education marketers with content creation:

Jasper

• What It Does: Generates marketing copy, blog posts, and even program descriptions with a focus on clarity and relevance.
• How It Helps: Saves time and ensures content remains consistent with your institution’s tone.
• Use Case: Crafting social media captions or long-form articles for prospective students.

MarketMuse

• What It Does: Analyzes content gaps and suggests strategies to improve content performance.
• How It Helps: Ensures your content aligns with what prospective students are searching for.
• Use Case: Optimizing program pages for better rankings on search engines.

Copy.ai

• What It Does: Helps write engaging email subject lines, blog posts, and ad copy.
• How It Helps: Speeds up content creation and improves the appeal of your messaging.
• Use Case: Writing personalized email campaigns for student recruitment.

PathFactory

• What It Does: Guides users through personalized content journeys based on their behavior.
• How It Helps: Keeps prospects engaged with the right content at the right time.
• Use Case: Building content pathways to guide students from awareness to application.

Acrolinx

• What It Does: Ensures content aligns with your brand voice and meets quality standards.
• How It Helps: Enhances consistency across all content, from blogs to brochures.
• Use Case: Reviewing admissions brochures for tone and clarity.

Practical Applications

AI tools in content creation can be used in a variety of scenarios, including:

• Optimizing Program Pages: Tools like MarketMuse analyze content gaps to ensure your pages rank well for relevant keywords.
• Personalized Email Campaigns: Copy.ai can craft compelling subject lines and body text that resonate with prospective students.
• Social Media Content: Jasper makes it easy to create catchy captions and posts to engage with your audience.

AI Tools for Enrollment Optimization

Enrollment optimization is one of the most critical aspects of higher education marketing. Attracting the right students, guiding them through the admissions process, and ensuring a seamless experience can significantly impact an institution’s success. AI tools play a pivotal role in streamlining enrollment efforts, from lead generation to personalized outreach.

How AI Enhances Enrollment Strategies

AI tools simplify and improve the enrollment process by automating repetitive tasks, analyzing student data, and enabling personalized communication. These tools help admissions teams identify the most promising prospects, tailor their messaging, and provide timely follow-ups, ensuring a higher likelihood of conversion.

Top AI Tools for Enrollment Optimization

Here are five AI tools that can transform your enrollment strategies:

Element451

• What It Does: An AI-driven CRM that simplifies communication and automates admissions workflows.
• How It Helps: Reduces the workload for admissions teams by automating repetitive tasks.
• Use Case: Automating personalized email sequences for prospective students.

Halda

• What It Does: Optimizes web forms and captures data for better lead generation.
• How It Helps: Ensures that institutions capture high-quality leads effectively.
• Use Case: Streamlining inquiry forms on program pages to improve response rates.

PathFactory

• What It Does: Provides personalized content pathways to guide students through their decision-making process.
• How It Helps: Keeps students engaged by delivering the most relevant content at every stage.
• Use Case: Creating custom journeys for students exploring different academic programs.

Fireflies

• What It Does: An AI-powered assistant that records, transcribes, and organizes meeting notes.
• How It Helps: Improves team collaboration and follow-ups on student inquiries.
• Use Case: Capturing and summarizing discussions during virtual admissions meetings.

AdCreative.ai

• What It Does: Generates high-performing ad creatives for enrollment campaigns.
• How It Helps: Ensures campaigns are visually appealing and optimized for engagement.
• Use Case: Designing targeted ads for prospective students on social media platforms.

Practical Applications

AI tools for enrollment optimization can be used in various ways to improve admissions outcomes:

• Automating Follow-Ups: Tools like Element451 ensure every inquiry receives a timely response.
• Improving Lead Quality: Halda refines the lead capture process, allowing admissions teams to focus on high-potential prospects.
• Personalized Outreach: PathFactory enables institutions to deliver tailored content, increasing engagement and conversions.

By integrating these tools into your admissions process, you can attract more students and create a smoother journey from inquiry to enrollment.

AI Tools for Data & Analytics

In the world of higher education marketing, data is a powerful asset. From understanding audience behavior to measuring the success of campaigns, actionable insights derived from data can drive informed decisions.

AI tools simplify data collection, analysis, and interpretation, enabling marketers to focus on strategy rather than being bogged down by numbers.

Why Data & Analytics Matter in Higher Education Marketing

The ability to analyze trends, measure ROI, and predict outcomes is crucial for higher education marketers. AI-powered analytics tools make it easier to uncover insights from complex datasets.

They help institutions understand prospective students, optimize campaign performance, and allocate resources effectively.

Top AI Tools for Data & Analytics

Here are five AI tools that help higher education marketers leverage data for strategic decision-making:

Tableau

• What It Does: A data visualization platform that turns raw data into interactive dashboards.
• How It Helps: Makes it easy to spot trends and monitor campaign performance in real time.
• Use Case: Visualizing application trends across different regions to optimize outreach strategies.

IBM Watson Analytics

• What It Does: An AI-powered analytics platform that uncovers hidden patterns and predictive insights.
• How It Helps: Offers automated data analysis, reducing the need for manual work.
• Use Case: Identifying factors that influence student application rates.

Google Analytics

• What It Does: Analyzes website traffic and user behavior with AI-driven insights.
• How It Helps: Pinpoints key metrics like bounce rates and conversion rates to improve web pages.
• Use Case: Optimizing program pages to increase inquiries and applications.

HubSpot’s AI Tools

• What It Does: Provides AI-powered CRM and analytics features for marketing campaigns.
• How It Helps: Tracks campaign performance and automates reporting.
• Use Case: Monitoring email campaign open rates and refining strategies accordingly.

Salesforce

• What It Does: Manages student relationships throughout the educational journey.
• How It Helps: Provides predictive insights about leads and enrollment trends.
• Use Case: Forecasting enrollment numbers based on historical data.

Practical Applications

AI tools for data and analytics can enhance higher education marketing in several ways:

• Identifying Trends: Platforms like Tableau and IBM Watson Analytics make it easier to spot patterns in student behavior.
• Optimizing Campaigns: Google Analytics helps refine digital campaigns by identifying strengths and weaknesses.
• Predicting Outcomes: Salesforce Einstein’s predictive capabilities allow institutions to plan ahead with confidence.

By integrating these tools, higher education marketers can move from reactive to proactive strategies, ensuring that every decision is backed by data. 

AI Tools for Personalization & Engagement

In higher education marketing, building genuine connections with prospective students is essential. Personalization allows institutions to deliver tailored experiences that resonate with their audience, while engagement strategies keep students actively interacting with your content and messaging. AI tools make this process scalable, ensuring every interaction feels relevant and impactful.

How AI Improves Personalization and Engagement

AI tools help marketers understand individual preferences, tailor communication, and deliver content that aligns with a student’s journey. These tools analyze behavior, predict needs, and automate personalized interactions, creating meaningful connections that foster trust and engagement. For higher education institutions, this means improved student interest and higher enrollment rates.

Top AI Tools for Personalization & Engagement

Here are five AI tools that excel at enhancing personalization and driving engagement:

Acrolinx

• What It Does: Ensures content consistency by aligning with your institution’s brand voice.
• How It Helps: Creates a unified and professional tone across all communications.
• Use Case: Ensuring admissions emails and program brochures are consistent in tone and language.

Reword

• What It Does: AI writing assistant that personalizes communication based on audience insights.
• How It Helps: Refines messaging to resonate more effectively with different student demographics.
• Use Case: Customizing email campaigns to match prospective students’ interests.

Celtra

• What It Does: Helps create personalized digital ads with dynamic content.
• How It Helps: Boosts engagement by showing students ads that align with their behavior.
• Use Case: Delivering program-specific ads based on website activity.

Adobe Firefly

• What It Does: Generates visually stunning graphics and multimedia content personalized for target audiences.
• How It Helps: Engages students with dynamic and visually appealing content.
• Use Case: Creating personalized social media posts for specific programs.

Sprout Social

• What It Does: Analyzes social media interactions to guide engagement strategies.
• How It Helps: Improves responses to student inquiries and strengthens your online presence.
• Use Case: Monitoring and engaging with prospective students on platforms like Instagram and Twitter.

Practical Applications

AI tools for personalization and engagement can be used in a variety of ways, including:

• Custom Messaging: Reword tailors email campaigns to match student interests and preferences.
• Dynamic Ads: Celtra enables the creation of personalized ads that drive higher click-through rates.
• Social Media Engagement: Sprout Social helps track and respond to prospective students’ questions in real time.

By incorporating these tools, higher education marketers can build stronger relationships with students and keep them engaged throughout their decision-making journey.

Best Practices for Implementing AI Tools

While AI tools can transform higher education marketing, their effectiveness depends on thoughtful implementation. Institutions must align these tools with their goals, train their teams effectively, and regularly assess performance to ensure maximum value.

Assessing Institutional Needs

Before selecting AI tools, it’s crucial to understand your institution’s unique needs and challenges.

• Define Objectives: Determine whether you want to improve enrollment, boost engagement, or streamline operations.
• Identify Gaps: Evaluate your current processes to uncover inefficiencies or areas for improvement.
• Prioritize Features: Choose tools that address your most pressing challenges and fit within your budget.

Training and Development

AI tools are only as effective as the people using them. Proper training ensures your team can leverage these tools to their full potential.

• Onboard Thoroughly: Provide comprehensive training sessions for team members.
• Encourage Experimentation: Allow teams to explore tools and discover how they can optimize workflows.
• Foster Collaboration: Ensure marketing, admissions, and IT teams work together to maximize tool adoption.

Ethical Considerations

Using AI in marketing raises ethical questions that institutions must address.

• Maintain Transparency: Clearly communicate when AI-generated content is used.
• Protect Privacy: Ensure data collection complies with relevant privacy laws and respects student information.
• Avoid Bias: Regularly audit AI tools to prevent biases in targeting or personalization.

Measuring Success and ROI

It’s essential to evaluate the impact of AI tools to justify their costs and identify opportunities for improvement.

• Set KPIs: Establish key performance indicators for each tool, such as lead conversion rates or engagement metrics.
• Monitor Performance: Use dashboards and reports to track progress against goals.
• Adapt and Optimize: Continuously refine your approach based on insights from your data.

Practical Advice

• Start small: Implement one or two tools initially to test their effectiveness before expanding.
• Choose scalable solutions: Opt for tools that can grow with your institution’s needs.
• Seek vendor support: Work with vendors that offer excellent customer service and ongoing support.

By following these best practices, higher education marketers can ensure that AI tools not only integrate seamlessly into their workflows but also deliver measurable results.

Final Thoughts

AI tools are revolutionizing the way higher education marketers approach their work. From crafting engaging content to optimizing enrollment strategies, leveraging data, and personalizing engagement, these tools empower institutions to work smarter, not harder.

By integrating AI into your marketing efforts, you can stay ahead in a competitive landscape while delivering meaningful experiences to prospective students.

But adopting AI is not just about using tools—it’s about implementing them thoughtfully, training teams effectively, and continually measuring success. As you consider the tools mentioned in this guide, remember to align your choices with your institution’s unique goals and challenges.

Bonus: Full List

To make your AI journey even easier, we’ve compiled a downloadable list of 100 AI tools for higher education marketers.

This comprehensive resource includes tools for content creation, enrollment optimization, data analysis, personalization, and much more. Click here to download the list and explore the full potential of AI for your institution.

As President-elect Trump prepares to step back into office following the 2024 elections, the higher education sector is bracing for what his second term might bring. Based on his previous policies and campaign rhetoric, we can anticipate significant changes.

From potential funding cuts to stricter immigration laws and a renewed emphasis on vocational training, these shifts could impact colleges and universities of all types and sizes.

These proposals signal potential shifts that could redefine how institutions operate and how students access education in the United States.

Anticipated Challenges Under the Trump Administration

The change in leadership under the Trump administration heralded a period of uncertainty for colleges and universities, prompting concern about shifts in federal funding, policy priorities, and overall support for higher education.

In particular, potential cuts to financial aid, changes to diversity and inclusion policies, stricter immigration regulations, and a growing emphasis on vocational training collectively signal a transformed landscape

Funding cuts and Financial Aid reductions

The 2024 Trump campaign proposed restructuring federal financial aid to incentivize workforce-ready programs. Aimed at prioritizing vocational training and technical education, these changes could redirect funding from traditional four-year liberal arts programs. Pell Grants and federal student loans would be more closely tied to fields deemed critical for economic competitiveness, such as technology, manufacturing, and healthcare.

The campaign suggests introducing performance-based funding models for public colleges, holding institutions accountable for student outcomes such as graduation rates and employment statistics. While advocates argue this could improve efficiency, critics warn that it may disproportionately affect underfunded schools serving low-income populations.

Public institutions—already managing shrinking state appropriations—faced additional challenges in maintaining accessibility and affordability. This compounded the existing reliance on tuition revenue, as highlighted in studies by the Cato Institute, which documented the long-term trends of rising tuition costs coinciding with declining state support.

As increasing diversity and opportunity in higher education is highly important, reducing federal financial aid could severely limit universities’ ability to support a diverse student body. This may affect first-generation college students, low-income families, and underrepresented communities, potentially widening the gap in access to higher education.

Policy Shifts on Diversity and Inclusion

The campaign emphasized a merit-based approach to admissions, calling for the elimination of affirmative action policies. This stance reflects a broader shift away from diversity-focused initiatives, potentially affecting campus demographics and student opportunities.

Diversity brings campuses to life as students from different socio-economic, ethnic, and cultural backgrounds share ideas, perspectives, and experiences that deepen learning for everyone.

The Trump administration’s stance on diversity and inclusion initiatives could result in the rollback of policies designed to create and maintain diverse campus environments. Such policy changes might directly affect the recruitment and retention of underrepresented groups, thereby impacting campus culture and enrollment numbers.

Stricter Immigration Policies

Stricter immigration regulations are expected to make it harder for international students to secure visas, creating significant hurdles for those hoping to study in the U.S. This could lead to a noticeable drop in international enrollment, which would have far-reaching effects on both students and institutions.

Fewer international students mean more than just a hit to revenue—although the financial impact on universities could be substantial.

It also means a loss of cultural diversity, and without this global exchange, classrooms risk becoming less dynamic, and students lose out on the chance to connect with peers from different parts of the world who can help broaden their understanding of the world.

For international students, these tighter restrictions could mean putting dreams of a U.S. education on hold or even giving up on them entirely. The challenges expected are not only related to obtaining a visa; many students face uncertainty about their futures, which adds stress to an already daunting process.

Emphasis on Vocational and Technical Education

Trump’s 2024 campaign heavily promoted vocational education as a cornerstone of his higher education policy. Proposed measures include expanding apprenticeship programs, providing tax incentives for employer-led training initiatives, and reallocating federal funding to support community colleges and trade schools.

A shift toward prioritizing vocational and technical education over liberal arts programs could especially impact student preferences, decreasing demand for non-technical fields. As students gravitate toward career-focused education that promises immediate job opportunities, liberal arts programs may face declining enrollment.

This trend challenges institutions that pride themselves on offering a broad spectrum of programs. Colleges and universities may need to rethink how they position and promote their liberal arts offerings to highlight their value in developing critical thinking, communication skills, and adaptability, equally important qualities in today’s rapidly changing workforce.

For students, this change might limit exposure to diverse areas of study that promote creativity, cultural awareness, and a broader understanding of the world.

It could also deepen the divide between technical and non-technical fields, undervaluing the role of liberal arts in shaping well-rounded, innovative individuals who can thrive in various careers.

Travel Bans

During Trump’s first administration, several countries were subject to travel bans under executive orders. These restrictions, primarily justified on national security grounds, targeted specific nations. Notably, many of these bans were revised within the same year. However, certain countries with significant student populations, such as Nepal, India, Bangladesh, and Mongolia, were not included in these travel bans.

Looking ahead, the 2024 campaign’s stance on travel restrictions remains unclear. However, any future policies targeting specific regions could have profound effects on higher education institutions, particularly those reliant on students from those countries. Stricter travel bans could deter prospective students, complicate visa processes, and disrupt established pipelines of talent, particularly in STEM and research fields. Institutions must, therefore, prepare for potential fluctuations in international enrollment due to policy changes.

Strategic Responses to Mitigate Enrollment Declines

With shifting priorities and evolving student expectations, institutions face mounting challenges to maintain robust enrollment. By diversifying revenue, aligning programs with current demands, and strengthening student support, colleges and universities can safeguard their future and foster continued growth.

1. Diversifying Revenue Streams

As many universities and colleges face the reality of the limitations that come with depending heavily on traditional federal aid, especially with the potential for fluctuations or cuts—they must find creative ways to broaden their financial foundation. To secure long-term stability and continue providing high-quality education, these institutions need to explore new revenue streams.

Expand Online Programs

By developing and promoting fully online degrees and certificate programs, institutions can attract a broader range of students, including working professionals and international learners, who might not otherwise have access to traditional on-campus programs.

As co-founder of Coursera, Daphne Koller, points out, “…for the millions here and abroad who lack access to good, in-person education, online learning can open doors that would otherwise remain closed.”

For universities, this expansion into online education means reaching a global audience, which, logically, means more opportunities to increase enrollment and, ultimately, new revenue sources. By embracing online education, colleges provide valuable opportunities for students and simultaneously build a sustainable financial future that’s less reliant on traditional revenue models.

Corporate Partnerships

Collaborating with local businesses through corporate partnerships provides universities and colleges with the opportunity to develop sponsored training programs and offer employee tuition assistance, thus creating alternative income sources.

For example, public universities can partner with technology firms and develop specialized courses together so the curricula remain relevant and graduates are well-prepared for the workforce.

These partnerships, in addition to generating additional revenue, strengthen the institution’s ties with the local community and industry leaders.

2. Enhancing Academic Offerings

Aligning academic programs with current market demands is also important for universities and colleges in order to remain attractive to prospective students and guarantee their graduates are well-prepared for the workforce. They can do so by focusing on offering in-demand programs (e.g. STEM, Healthcare) that lead to immediate career opportunities.

High-demand Programs

Introducing or expanding programs in sectors such as technology, healthcare, and business aligns educational offerings with prevailing job market trends.

A survey by ApplyBoard found that international students are increasingly interested in programs that align with in-demand careers, such as business, engineering, and health sciences. This suggests that institutions offering these programs can attract a diverse student body and address workforce shortages.

Interdisciplinary Courses

By blending elements from multiple fields of study, programs can appeal to students who have a wide range of interests and career goals. Students who might be passionate about literature, history, or philosophy can now access courses in data science, coding, or digital media.

Moreover, employers highly value this well-rounded skill set, as it equips graduates with the ability to think critically and adapt to new technologies—all of which are important in the workplace.

3. Strengthening financial support

As tuition costs rise and federal aid potentially shrinks, ensuring higher education remains affordable is more important than ever. This way, institutions must take proactive steps to ease the financial burden and make education accessible to all. 

Increased Scholarships

A recent report by RNL and ZeeMee found that 82% of future students are anxious because they don’t know if they will be able to pay for college or not.

Allocating more funds toward merit-based and need-based scholarships can open doors for students from diverse backgrounds and contribute towards minimizing anxiety and maximizing excitement about attending college. Scholarships not only provide financial relief but also act as a powerful tool for attracting top talent. Enhanced scholarship programs help institutions attract high-achieving students who might otherwise choose more affordable options. 

Expanding these programs shows a commitment to supporting students’ ambitions, regardless of their financial circumstances.

Flexible Payment Plans

Offering a variety of tuition payment options can be helpful for students and families managing tight budgets. Monthly installment plans allow students to spread out costs over time, while innovative solutions like income-share agreements (ISAs) enable students to pay based on their future earnings. 

Non-profit colleges, in particular, are leveraging ISAs to ensure their success is directly tied to their students’ outcomes, creating a partnership rooted in mutual benefit. 

4. Boosting Recruitment and Marketing

In today’s competitive higher education landscape, effective recruitment and marketing strategies are more critical than ever. With students having a wealth of options, standing out requires a personalized and strategic approach that resonates with prospective applicants and their unique needs.

SEO and Content Marketing

A strong online presence starts with Search Engine Optimization (SEO) and compelling content marketing that targets future students, their parents, and adult learners. By optimizing your website to rank higher on search engines during all stages of the student college search process, especially when they search for your programs, you will drive brand awareness, leads, and, ultimately, enrollments.

Creating education-related content, success stories, and program highlights not only draws visitors to your site but also creates a lasting impression that builds trust and credibility. By optimizing your website with SEO best practices, you will see more changes from prospective students actively searching for your programs on different search platforms.

Digital Advertising

Digital advertising on platforms like Google, Facebook, and Instagram allows your institutions to reach specific demographics, including local, national, and international markets. 

Social media ads can be tailored by interests, age groups, and location, ensuring the right message reaches the right audience. Institutions can also leverage platforms like TikTok to connect with younger audiences creatively and authentically, making recruitment efforts more relatable.

Personalized Outreach

Beyond general advertising, personalized communication can make a significant impact. Email campaigns tailored to a prospective student’s interests—whether it’s a particular program or campus activity—show that the institution values them as individuals. 

Additionally, hosting virtual open houses and live Q&A sessions allows prospective students to interact with faculty, staff, and current students, encouraging a deeper connection before they even step on campus.

5. Enhancing International Student Support

Supporting international students cultivates a diverse campus community and maintains strong enrollment numbers. These students enrich academic and cultural life and play a significant role in the financial health of institutions. To attract and retain international students, colleges must address their unique challenges and provide comprehensive support.

Streamlined Admissions

Navigating the admissions process can be daunting for international students, especially when paired with the complexities of visa applications. Simplifying the application process and offering clear, step-by-step guidance can make a significant difference. 

Many institutions are establishing dedicated international offices to provide personalized support for prospective students, assisting them with everything from document submission to understanding visa requirements. 

Cultural Integration Programs

Adjusting to life in a new country is no small feat, and offering programs that ease this transition is key to helping international students thrive. Comprehensive orientation sessions, mentorship programs, and peer networks can provide students with the resources and connections they need to feel at home. 

Institutions are also creating spaces for cultural exchange, where students can celebrate their heritage while learning about others. Initiatives like language support, mental health resources tailored for international students, and workshops on navigating U.S. academic expectations can help students overcome common challenges.

Ongoing Support and Advocacy

The needs of international students don’t stop after orientation. Regular check-ins, access to legal advice for visa-related concerns, and career services that understand their unique employment challenges are vital for their long-term success. 

6. Strengthening Community and Industry Partnerships

Cultivating meaningful connections with local businesses and industry leaders helps bridge the gap between academia and the professional world. This collaboration allows students to acquire practical skills while also improving their job placement opportunities.

Local Collaborations

When universities partner with local businesses, they create a win-win scenario: students receive hands-on learning experiences, and businesses gain access to fresh talent. For example, public universities are collaborating with healthcare providers to offer internships and apprenticeships that allow students to work alongside professionals in hospitals and clinics. 

Advisory Boards

Advisory boards composed of industry leaders play a key role in aligning academic programs with workforce demands. These boards bring valuable insights into market trends, emerging technologies, and skill requirements, enabling institutions to adapt their curricula to meet evolving standards. 

For example, a technology advisory board may suggest integrating AI training into computer science programs, ensuring graduates remain competitive in a rapidly changing field. This approach ensures students are equipped with relevant skills, making them assets to future employers while reinforcing the institution’s reputation for producing workforce-ready graduates.

7. Investing in Campus Infrastructure and Student Experience

Creating a vibrant and supportive campus environment goes beyond just aesthetics—it’s about promoting a space where students feel empowered, valued, and equipped to thrive academically and personally. Investing in campus facilities and student services enhances satisfaction, retention, and long-term success, making it a cornerstone of institutional growth.

Modern Facilities

A campus isn’t just a collection of buildings; it’s a hub of inspiration and innovation. Upgrading classrooms with state-of-the-art technology, equipping laboratories with cutting-edge tools, and creating inviting recreational spaces provide students with the resources they need to succeed and recharge.

Support Services

While upgraded facilities provide a physical foundation, strong student services address students’ emotional and academic challenges. Expanding access to mental health resources ensures students have the support they need during tough times, encouraging resilience and well-being. Academic advising and career counseling, meanwhile, help students chart a clear path forward, connecting their passions to meaningful careers.

8. Advocating and Engaging in Policy

Higher education institutions don’t exist in a vacuum—they are deeply affected by the policies and regulations shaping the educational landscape. By actively participating in policy discussions, institutions safeguard their interests and influence decisions that impact students, faculty, and the broader community. 

Lobbying Efforts

Collaboration is key when it comes to policy influence. By joining forces with higher education associations, universities, and colleges amplify their voices on critical issues such as funding, accessibility, and curriculum standards. 

For instance, lobbying for increased federal research grants can lead to breakthroughs in science and technology while also supporting institutional prestige. Similarly, pushing for better student loan policies can make education more affordable and accessible, directly impacting enrollment and retention rates.

Staying Informed

Policy changes can often feel like shifting tides, and staying informed is important to navigating them effectively. Institutions that monitor legislative developments can adapt quickly, ensuring compliance and avoiding disruptions to their operations.

This way, when new regulations affecting international students are proposed, institutions that stay ahead of the curve can adjust admissions strategies and provide timely support to affected students. 

9. Leveraging Data and Technology

By utilizing data and technology, universities and colleges can streamline operations, make informed decisions, and enhance the overall student experience. This approach improves efficiency while promoting innovation and competitiveness in a rapidly evolving landscape.

CRM Systems

Customer relationship management (CRM) tools have transformed how institutions interact with prospective students. These systems enable universities to track and manage student inquiries, applications, and engagement, creating a seamless and personalized communication journey. For instance, CRM tools can send tailored follow-ups based on a student’s interests, such as highlighting specific programs or scholarship opportunities.

Data Analytics

Data analytics has become a cornerstone of strategic decision-making in higher education. By analyzing enrollment patterns, demographic shifts, and market trends, institutions can make evidence-based decisions that align with student demand and industry needs. 

For example, if data reveals a growing interest in technology programs, a university might prioritize expanding its computer science offerings or introducing courses in emerging fields like AI and cybersecurity.

Moreover, analytics can optimize marketing strategies by identifying which campaigns generate the most applications, allowing institutions to allocate resources more effectively. 

10. Emphasize Value Proposition and Outcomes

For prospective students, choosing a college or university is one of the most significant decisions they’ll make. Institutions that clearly convey their unique benefits and the tangible outcomes they offer—like career readiness and personal growth during and after graduation—can stand out in a competitive environment. 

It’s more than marketing—it’s about showing students the bigger picture. What makes your campus unique? How does your curriculum prepare them for tomorrow’s challenges? And, perhaps most importantly, how will attending your institution help them achieve their dreams?

Career Success Stories

Nothing demonstrates the value of an education better than real-world success. Sharing alumni achievements offers prospective students a glimpse of the doors your institution can open. Whether it’s a graduate leading a Fortune 500 company, breaking ground in research, or making an impact in their community, these stories are powerful proof points.

ROI Transparency

Cost is often a primary concern for students and their families, making transparency about tuition, financial aid, and potential earnings essential. Providing clear information on these aspects allows prospective students to weigh their investment against the benefits they’ll gain. 

Transparent communication about return on investment (ROI) can also involve sharing data on average graduate salaries, job placement rates, and loan repayment options. For example, an institution could create a user-friendly online calculator that lets students estimate their potential earnings based on their chosen major and career goals. This can help students feel more confident about their decision to enroll.

Wrapping Up

If implemented, Trump’s 2024 higher education policies could accelerate a trend toward market-driven solutions and workforce-centric education. While these changes aim to improve economic outcomes, they may also intensify disparities in access and quality, particularly for underserved communities.

To maintain and grow enrollments, higher education institutions must adapt by finding new revenue sources, improving academic programs, and offering stronger financial support.

As policymakers and institutional leaders prepare for potential shifts, it will be crucial to balance economic priorities with the broader mission of higher education: fostering intellectual growth, promoting diversity, and ensuring equitable access for all students.

Every year, millions of students enroll in higher education, many of whom could be the perfect fit for your school and programs. Yet, despite their potential, countless prospective students never even have the chance to consider your institution.

Perhaps your school doesn’t appear in their search results, or maybe they visit your website but don’t find it compelling enough to stay. Some may even lack the critical information they need to take the next step. These missed opportunities highlight a gap that higher education marketing agencies aim to address.

To help you find the right partner, we’ve compiled a table of the best 14 higher education marketing agencies.

1. Manaferra – Best for SEO
2. Ruffalo Noel Levitz – Best for Donor Engagement
3. Eri Design – Best for Web & App development
4. EducationDynamics – Best for UX & CRO
5. Carnegie – Best for Brand Strategy
6. Archer – Best for Digital PR
7. Vital – Best for PPC Management
8. OHO Interactive – Best for Website Design
9. SimpsonScarborough – Best for Market Research
10. VisionPoint Marketing – Best for CRM Consultation
11. GMB – Best for Bond Planning/Referendum Communications
12. Echo Delta – Best for Email and Marketing Automation
13. Creative Communication Associates (CCA) – Best for Enrollment Marketing
14. Paskill – Best for Video & Motion Content

14 Best Higher Education Marketing Agencies

There are many higher education marketing agencies out there that provide different services to help elevate your school’s digital identity and engage prospective students. We’ve compiled a list of 14 higher education marketing agencies you can’t go wrong with. And, if you’re looking for specific services, many excel in specialized areas like SEO, branding, video content, and more.

1. Manaferra

Best for: SEO & Content Marketing

Headquartered in: Brooklyn, New York

Pricing: Custom pricing

Recognizable clients: University of North Dakota, Our Lady of the Lake University, University of the Potomac

Manaferra is a leading higher education SEO agency that specializes in SEO strategies to help colleges and universities dominate search engine rankings and achieve sustainable enrollment growth. Our aim is to help clients achieve organic growth through services such as SEO audits, keyword gap analysis, on-page optimization, internal linking improvements, and technical SEO enhancements. 

Manaferra also excels in content strategy and production, link building and outreach, and custom reporting and analytics.

A clear testament to Manaferra’s efficiency is our collaboration with the University of the Potomac—after a website redesign that caused a 70% drop in organic traffic during a crucial enrollment period, the university was struggling, but we stepped in, and the results of our work were transformative. In a short amount of time, the University of the Potomac achieved a 1,423% increase in SEO-driven leads, a 447% rise in organic traffic, as well as a $125,000 monthly boost in traffic value.

This is just one of many other similar stories where Manaferra helped clients connect meaningfully with prospective students and turn significant challenges into exponential growth opportunities.

2. Ruffalo Noel Levitz

Best for: Donor engagement

Headquartered in: Cedar Rapids, Iowa

Pricing: Custom pricing

Recognizable clients: Berry College, DePaul University, Lakeland University

Ruffalo Noel Levitz (RNL) has been a trusted partner of many colleges, universities, and non-profit organizations for over 40 years. Their expertise spans a wide range of services, but their approach to donor engagement stands out as an excellent resource for organizations seeking to build lasting donor relationships and achieve impactful fundraising outcomes.

Using data and donor-driven insights, RNL creates intelligent campaigns that reach the right supporters at the right time using the most effective mix of channels. With a suite of solutions that includes donor pipeline development, digital giving platforms, and leadership giving programs, RNL empowers institutions to build loyal donor bases and grow them into major givers.

3. ERI

Best for: Web & App Development

Headquartered in: Worcester, Massachusetts

Pricing: Custom pricing

Recognizable clients: Trinity College, Clark University, Lafayette College

With a team of seasoned strategists and developers, ERI specializes in transforming ideas into digital experiences. Their expertise spans mobile and web app development, visual storytelling, and end-to-end digital strategies that align with client goals.

They help clients in developing iOS and Android apps that are functional, engaging, and scalable. Even after the launch, ERI remains a partner in the app’s evolution by continuing to collaborate with clients to refine and iterate on the application as needed.

4. EducationDynamics

Best for: UX & CRO

Headquartered in: Lenexa, Kansas

Pricing: Custom pricing

Recognizable clients: Post University, Park University, Johnson & Wales University

EducationDynamics, also known as “EDDY,” is another excellent strategic partner in higher education, dedicated to helping institutions meet the challenges of attracting, engaging, and retaining adult and non-traditional students, particularly through online programs. 

A standout aspect of their offerings is their UX (User Experience) and Conversion Rate Optimization (CRO) expertise, which helps streamline the student journey and enhance enrollment outcomes. Recognizing that complex website structures, outdated designs, and information overload can hinder engagement, EDDY employs cutting-edge tools such as CrazyEgg, VWO, Convert, UXTweak, WEVO, and Google Analytics to analyze heatmaps, test usability, and refine on-site behavior. 

5. Carnegie

Best for: Brand strategy

Headquartered in: New York, New York

Pricing: Custom pricing

Recognizable clients: Dartmouth College, University of Colorado Boulder, University of Illinois Urbana-Champaign

Carnegie has been a trusted leader and innovator in higher education marketing and enrollment strategy for over 30 years. They offer expertise in research, strategy, digital marketing, lead generation, Slate optimization, student search, website development, and creative services.

Their brand strategy services incorporate organizational personality research based on archetypal theory to define an institution’s distinct voice and messaging upon which they can build narratives.

6. Archer

Best for: Digital PR

Headquartered in: Overland Park, Kansas

Pricing: Custom pricing

Recognizable clients: Northwestern, Augusta University, the University of Tulsa

Archer Education is a growth enablement partner specializing in enrollment marketing, digital student engagement, admissions, and enrollment management. Their digital PR solutions, using tactics such as expert commentary and bylines or ghostwritten articles, amplify institutional credibility and SEO value. 

Archer has successfully secured placements for its partners in renowned outlets like The New York Times, The Wall Street Journal, Los Angeles Times, Forbes, Harvard Business Review, and CNN. The articles generated and media placements position faculty members as authoritative voices on trending topics, thus elevating the institution’s reputation in both local and national contexts.

7. Vital

Best for: Pay-per-click (PPC) management services

Headquartered in: Portsmouth, New Hampshire

Pricing: Custom pricing with a one-time account setup fee ranging from $5,420 to $10,580 based on project scope, plus a monthly management fee calculated as a percentage of ad spend, starting at $980.

Recognizable clients: University of New Hampshire, University of San Diego, Colorado State University

Vital has over 20 years of experience working on improving online presence for higher education institutions, B2B companies, and eCommerce brands. Their focus on time-tested strategies and future-forward techniques ensures clients achieve measurable success across all aspects of their digital campaigns.

Their PPC management services help clients reach their target audiences and maximize return on ad spend (ROAS) through Google Ads, Facebook Ads, and other paid platforms. Their team tracks and analyzes performance, employing techniques like bid management, ad copy optimization, keyword adjustments, and detailed geo-targeting improvements. 

8. OHO Interactive

Best for: Website design

Headquartered in: Boston, Massachusetts

Pricing: Custom pricing

Recognizable clients: Harvard University, Yale University, University of Pennsylvania

OHO Interactive is a premier web and digital marketing agency. With over 20 years of experience, OHO works alongside ambitious marketing leaders to elevate brands and achieve strategic goals through exceptional user experiences and digital marketing.

Recognizing that nowadays, a school’s website is its number one marketing tool, OHO helps institutions revitalize outdated, off-message, or difficult-to-maintain websites into user-friendly platforms built on modern content management systems such as Drupal, WordPress, Cascade CMS, Omni CMS, or Terminalfour.

9. SimpsonScarborough

Best for: Market research

Headquartered in: Alexandria, Virginia

Pricing: Custom pricing

Recognizable clients: Duke University, Cornell University, Berkeley

SimpsonScarborough continues to lead the field as one of the top higher education marketing companies. Their market research process uses surveys, in-depth interviews, focus groups, and advanced analytics such as website analytics, paid media analytics, and brand strategy analytics to find the answers to the questions that matter most.

Through market research, they provide insights relevant to brand and messaging, strategic planning, recruitment, alumni engagement, fundraising, as well as image and perception.

10. VisionPoint Marketing

Best for: CRM consultation

Headquartered in: Raleigh, North Carolina

Pricing: Custom pricing

Recognizable clients: University of Pennsylvania, UC Davis, College of DuPage

VisionPoint Marketing brings decades of expertise to help institutions with enrollment marketing by providing tailored solutions that deliver measurable outcomes at every stage of the prospect journey.

One of their unique offerings is the CRM Consultation services. Designed to help institutions fully leverage their CRM systems, these services cover CRM audits, lead nurture strategy, communication plans, content development, portal pages, and staff training. Although a Slate Preferred Partner, VisionPoint’s expertise extends to other leading CRMs like HubSpot, Pardot, MailChimp, and Element451.

11. GMB

Best for: Bond planning/referendum communications

Headquartered in: Holland, Michigan

Pricing: Custom pricing

Recognizable clients: Wake Forest University, Hardin-Simmons University, Maryville College

GMB has redefined how schools and universities are supported by offering integrated services that combine planning, architecture, engineering, branding, and enrollment marketing.

GMB’s specialized Bond Planning and Referendum Communications service includes community engagement, campaign development, and educational planning. This process helps schools and communities bring transformative projects to life.

With expertise in crafting clear, consistent, and community-focused messaging, GMB ensures bond proposals and initiatives gain the support and engagement necessary for success. 

12. Echo Delta

Best for: Email and marketing automation

Headquartered in: Winter Haven, Florida

Pricing: Custom pricing

Recognizable clients: Saint Leo University, University of the Ozarks, Florida Polytechnic University

Known for its innovative approach, Echo Delta partners with colleges and universities to amplify their messaging, increase yield, and attract right-fit students through various modern enrollment strategies. However, when needed, they know how to best make use of the classics—since email remains one of the most trusted sources of information for prospective students, Echo Delta uses this channel to create authentic connections and guide students from prospect to inquiry to enrollment.

Their approach to email marketing includes tailored messaging across the student journey, audience segmentation and personalization, and high-quality content development that resonates authentically with prospective students while alleviating the workload for institutional teams.

14. Creative Communication Associates (CCA)

Best for: Enrollment Marketing 

Headquartered in: Troy, New York 

Pricing: Custom pricing

Recognizable clients: University of Pennsylvania, NYU Steinhardt, University of Richmond

CCA is a full-service marketing agency with decades of experience in research, strategy, creative development, media planning, and digital solutions. However, one of their standout offerings is enrollment marketing, which supports admissions teams in moving prospective students through the enrollment funnel. 

Some key elements of CCA’s enrollment marketing services include print collateral, traditional and digital media, event communications, campaigns, microsite design and development, media campaign strategy, messaging, and creative development.

15. Paskill

Best for: Video & motion content

Headquartered in: Glenside, Pennsylvania

Pricing: Custom pricing

Recognizable clients: U.S. Coast Guard Academy, Point Park University, Neumann University

Paskill, a trusted leader in higher education marketing since 1986, is renowned for its innovative strategies and award-winning creative work that inspires students to take action. It specializes in delivering scalable and easily integrated video and motion content across platforms as a communication tool.

Paskill’s video and motion content offerings include campus videos, social media content, brand videos, and live audience videos. Their state-of-the-art capabilities include audio production studios, remote video event control rooms, 360-degree video production, green screen and motion tracking, VR studio options, and advanced editing, audio, and motion graphics suites.

How to Choose the Right Higher Ed Marketing Agency for Your Institute

Choosing the right higher ed marketing agency means finding the one that aligns with your institute’s objectives and delivers measurable results.

With that in mind, the first thing you should do is identify your institution’s specific challenges and the objectives you hope to reach, as that will help narrow down potential agencies specializing in the areas you need most.

Once you have a general idea of what agencies to look for, focus on the ones with a strong track record in the higher ed sector. They should have a portfolio of success stories and measurable outcomes with case studies, client testimonials, and references to assess their ability to deliver on promises.

Many agencies offer consultations, so make use of it. During these discussions, you should be able to gauge whether the agency is a good fit or not. You can also explore pricing models, address any concerns not covered on their website, and make sure that you both align on expectations and goals before entering into a partnership.

The Bottom Line

Effective marketing has become a necessity to compete in any industry, and higher education is no exception. Even if you have excellent programs, it won’t matter if prospective students don’t know they exist. With AI Overviews expected to add a new layer of competition that may sideline institutions with unoptimized or less authoritative content, now is the perfect time to invest in a good marketing agency.

If your institution is struggling to stand out, especially in search results, we at Manaferra are here to help. So, schedule a free consultation with us today, and let’s explore how we can enhance your SEO strategy to reach the right audiences.