There’s no reason to sugarcoat it, universities and colleges must adapt their marketing to meet students where they are: online. Video has become a crucial tool, offering dynamic ways to showcase campus life, academic programs, and the unique value propositions of higher education institutions. Here’s how universities can harness the power of video, not just to attract, but also retain students.
Showcase Campus Life
Though academics are important, a vibrant campus life is a key factor in a student’s decision-making process. Institutions can highlight state-of-the-art facilities, student housing, recreational areas, and more. These tours can be made immersive with 360-degree video technology, allowing prospective students to explore the campus environment from the comfort of their homes.
Tip: Don’t just limit yourself to university produced video, engage with your student body to show first perspective experiences. Feature testimonials from current students and alumni to add a personal touch. Their stories can resonate with prospective students, showcasing your campus in a way that feels even more authentic.
Highlighting Academic Excellence
Prospective students are keenly interested in the academic offerings and faculty expertise of universities. Videos that showcase distinguished professors, innovative research projects, and unique academic programs can significantly boost the appeal of your institution. Make sure to showcase particularly unique courses.
Strategy: Create short documentary-style videos focusing on groundbreaking research or projects led by faculty and students. Highlighting these achievements can position your university as a leader in innovation and academic excellence, while showing students how they can graduate with impactful projects on their resumes.
Enhancing Recruitment Efforts
Recruitment events such as recruitment fairs, webinars, and information sessions are pivotal in the decision-making process. Video can amplify the reach of these events to capture the interest of students nationally and internationally. Live streaming sessions and on-demand video content is the best way to get the reach to increase quantity and quality of applicants.
Best Practice: Make these sessions as interactive and informative as possible. Q&A segments with faculty and current students can add a layer of interaction and authenticity that prospects will value.
Supporting Student Retention
Retention is as crucial as recruitment. Universities can use video to foster a sense of community and belonging among current students. Orientation videos, updates from the university president, and highlights from recent campus events can keep students informed and engaged throughout their educational journey. Maximize your reach on the information that is most important. Show how students can be the most successful on campus, flag deadlines for course enrollment and housing, and share tips for campus health and safety. All of these details will make for a successful and supported student body.
Retention Tip: 25% of students don’t return after their first year and 35% don’t return to the same university. Develop a series of “How-to” videos for first-year students, covering topics from study tips to things to know while living alone and other campus resources. This not only aids in their academic success but also helps in building a supportive community.
Utilizing Social Media Platforms
Social media platforms are the more direct way to market to prospective students. Short, engaging videos tailored for platforms like Instagram, TikTok, and YouTube can go viral, significantly increasing the institution’s visibility among the youth.
Social Media Strategy: Craft content that resonates with teen demographics. Think fun campus challenges, day-in-the-life student videos, and quick faculty talks. The key is to be authentic and relatable.
Video marketing in higher education is not just about attracting prospective students; it’s about telling a story that resonates with them on a personal level. It’s about showcasing the vibrancy of campus life, the excellence of academic programs, and the support systems in place to ensure their success. By effectively leveraging video, universities can stand out in a crowded marketplace, attract a diverse student body, and foster a strong sense of community that encourages retention.
Embracing video in higher education marketing strategies is essential to connect to students today. With the right approach, institutions can transform their outreach and engagement efforts, ensuring they remain competitive and relevant in today’s digital landscape. Get in touch.