Beyond Enrollment: Building Student-Centered Marketing Strategies

The landscape of enrollment marketing has shifted. Institutions can no longer rely on traditional advertising and recruitment tactics to attract today’s student. Prospective students demand authenticity, engagement, and personalized experiences before they even consider applying. As an education marketer, your role is evolving—from driving applications to cultivating trust and building relationships that lead to sustainable enrollment growth.

The Enrollment Challenge: Moving Beyond a Numbers Game

Enrollment isn’t just about filling seats it’s about aligning students with the right programs, providing them with value-driven experiences, and ensuring they see a future at your institution. Many institutions still rely on broad-based promotional campaigns that fail to differentiate them in an increasingly competitive market.

Instead of thinking of marketing as a means to push students through the enrollment funnel, institutions must embrace a more student-centric approach—one that prioritizes long-term engagement over short-term application numbers.

What Does a Student-Centered Marketing Strategy Look Like?

The most successful institutions are rethinking their marketing strategies with a focus on value, trust, and engagement. Here’s what that might look like in practice:

1. Personalized Engagement Throughout the Student Journey

Today’s students expect communication tailored to their unique needs and interests. Generic outreach no longer resonates. Instead, institutions should:

• Use first-party data to create dynamic, personalized content that speaks to individual student goals.
• Develop segmented campaigns that cater to different audiences—first-generation students, adult learners, career changers, etc.
• Implement automated yet personalized communication flows that nurture students through each stage of the decision-making process.

2. Student-Led Storytelling

Marketing that feels authentic always outperforms overly promotional messaging. As they saying goes, “say don’t sell.” Students want to hear from other students. They want real experiences, not polished sales pitches. That’s why:

• Student-generated content, such as testimonials, day-in-the-life videos, and blog posts, should be a core part of your marketing strategy.
• Alumni success stories should showcase real career pathways, bridging the gap between education and professional outcomes.
• Faculty and staff should be involved in sharing their perspectives, reinforcing the human element of your institution.

You can see this need reflected in student’s top three social media channels, all of which reflect authentic human-centered stories that are easily consumed and easily shared with peers.

3. Educational Content That Builds Trust

Marketing should be about more than recruitment it should educate. Afterall that is what we do right? Students are navigating complex decisions regarding their future, and institutions that provide guidance, rather than just promotional messaging, will win their trust.

• Develop high-value content such as financial aid guides, career pathway webinars, and academic program insights.
• Offer interactive resources like virtual tours, student Q&A panels, and faculty-led discussions.
• Provide transparent insights into tuition costs, scholarships, and career outcomes to help students make informed decisions.

4. Community-Driven Marketing

Higher education is about belonging. Students want to feel like they are part of something bigger. Institutions should foster community-driven marketing by:

• Encouraging peer-to-peer recommendations and student ambassador programs.
• Hosting online and in-person events where prospective students can interact with current students, faculty, and alumni.
• Leveraging social media to create spaces where students can ask questions, share experiences, and find support.

Leveraging Technology for Student Engagement

In today’s digital-first world, institutions need platforms that facilitate meaningful interactions beyond the application process. Platforms like ConexED are transforming student engagement by providing an all-in-one virtual hub for onboarding, academic advising, document submissions, and real-time student support. By integrating tools that streamline communication and provide personalized assistance, institutions can create a more engaging, accessible, and supportive student experience—building relationships that extend beyond enrollment.

The Shift from Recruitment to Relationship-Building

Higher education marketing must shift from transactional recruitment to transformational relationship-building. That means moving away from one-off campaigns that focus solely on application deadlines and instead creating an ongoing engagement strategy that builds affinity over time.

Instead of asking, “How do we get more students to apply?” institutions should be asking, “How do we build meaningful connections with students that lead to long-term enrollment success?”

Marketing for education has never been more complex or more critical. Institutions that embrace student-centered marketing, prioritize relationship-building, and focus on delivering real value will be the ones that thrive in an increasingly competitive landscape.

Building enrollment isn't just about attracting students it's about creating a culture where engagement, support, and trust flourish. As an education marketer, you're not just generating interest; you're connecting with students in meaningful ways that guide them through their journey.

The future of enrollment marketing isn’t just about getting students in the door it’s about ensuring they see a future with you.

‍

‍

Meet the Author: Eric Hultgren

Midwest Director of Marketing

Eric Hultgren is an innovative market leader specializing in leveraging technologies to foster authentic human connections. With a background spanning radio, digital media strategy, and mixed martial arts commentary, his perspective is rooted in the belief that "everything is marketing.” Eric's understanding of human behavior has enabled him to excel across mass media, tech analysis, and digital content strategy. He champions the intersection of technology and culture, focusing on how they shape relationships. Whether simplifying tech news or strategizing brand campaigns, his mission is to make the digital world accessible and actionable.

‍