How to Market Your New University to Attract Top Students

Taking the first steps toward establishing a new educational institution is unquestionably an exciting adventure. You are sowing the seeds for an institution that will have the power to mold the minds of future generations as you dive into the specifics of "How to open a university" Nevertheless, constructing the necessary infrastructure is only the first step in winning the war. The true issue will be to adequately market your new institution so that it can recruit students of the highest caliber.

The conventional approaches of university promotion are not going to cut it in this day and age of constant connectivity. How can your university differentiate itself from the thousands of other institutions that are competing for students' attention? Let's go through this together, keeping our hearts open and our minds sharp.

Understanding Your Value Proposition

Before you put your marketing hat on, it's essential to understand what makes your university unique. What can students gain from your institution that they won't find elsewhere? Whether it's cutting-edge research facilities, partnerships with top-tier companies, a diverse curriculum, or guidance from an experienced accreditation consultant, this unique selling proposition (USP) will be the cornerstone of your marketing strategy.

Example: Students who are interested in gaining foreign experience may be very interested in your institution if you have established relationships with prominent institutions from across the world in order to participate in exchange programs.

Building a Robust Online Presence

You may be surprised to learn that 80% of high school students who are considering attending college consult university websites to help them make their choice. A dynamic, user-friendly website is essential because of this. Your institution's website should appear at the top of students' search results when they enter terms like "best university life" or "highest rated universities."

Essential Elements of a Dynamic University Website

The website of a university acts as its digital front door, offering the first impression to potential students, faculty, and collaborators. Crafting it thoughtfully can significantly enhance the institution's appeal. Here are some key components to consider:

1. Course Information:

Purpose: The foundation of any educational institution is its courses. Prospective students visit the website primarily to understand what they can study and what they will gain.

Features: Include comprehensive syllabi, highlighting core modules and optional subjects. Showcase faculty profiles, emphasizing their qualifications, publications, and industry experience. Additionally, shed light on potential career outcomes for each course.

Example: A course page for a "Bachelor's in Biotechnology" could include video interviews of faculty discussing their research, infographics on course modules, and testimonials from alumni now working in leading biotech firms.

2. Campus Life:

Purpose: Beyond academics, students are keen to know about the campus environment, culture, and opportunities.

Features: Use immersive videos showcasing campus highlights, from state-of-the-art labs to cozy cafeterias. Virtual tours can give online visitors a feel of physically navigating the campus. Additionally, student testimonials can offer candid insights into daily life, extracurricular activities, and more.

Example: A montage video capturing snippets of students engaged in various campus activities – from a heated debate competition, a quiet moment in the library, to jubilant celebrations of a college fest.

3. Admission Procedures:

Purpose: A clear admission pathway ensures students can effortlessly transition from interest to application.

Features: Provide a step-by-step breakdown of the admission process, including important dates, necessary documents, and assessment criteria. FAQs addressing common queries can be an added advantage.

Example: An interactive flowchart detailing steps from online registration, document submission, entrance test (if any), interview, to final enrollment.

4. Blog Section:

Purpose: A blog serves as a platform to share insights, achievements, and updates, creating a dynamic, ever-evolving digital entity.

Features: Share thought-provoking articles from accreditation consultants, providing insights into the quality of education offered. Alumni can recount their experiences, challenges, and successes, resonating with prospective students. Highlight industry trends, research breakthroughs, or any topical subject relevant to the courses offered.

Example: A series of blog posts titled "Journeys Beyond the Campus", where alumni from different decades share their professional trajectories, life lessons, and how the university shaped them.

5. Regulatory Compliance: A Digital Must-Have for University Websites

Features: Beyond the glamor of digital marketing, institutions must handle a critical issue: regulatory compliance. Transparency and authenticity are more than buzzwords in the wide landscape of higher education; they are laws that protect student interests.

5(a). Clear Disclosure on Accreditation Status:

Every state has stringent guidelines about how institutions present their accreditation status. For non-accredited institutions, it’s not merely about acknowledging this status but clearly and conspicuously disclosing it. This ensures that potential students are well-informed and not misled.

‍Example: If your university is still undergoing the accreditation process or has chosen a path without formal accreditation, a statement such as "XYZ University is not currently accredited by any U.S. accrediting agency" should be prominently placed, perhaps in the website's footer or within the admissions section.

5(b). Providing a Platform for Grievances:

Many states necessitate that institutions provide students with a direct link or pathway to the state's complaint reporting system. This ensures accountability and offers students an avenue to voice concerns should they feel the institution isn't meeting its promises or obligations.

Example: A section titled "Student Grievances" could be incorporated in the main menu or footer of the website. This section can include a statement like, "Students who wish to raise concerns or file complaints can do so through [State's Reporting System]."

5(c). Engaging with an Accreditation Consultant:

Navigating the complex web of state regulations and accreditation requirements can be daunting. Engaging with an accreditation consultant can offer invaluable insights, ensuring that the university's digital platform is not only compelling from a marketing perspective but also compliant with necessary guidelines. 

Example: your accreditation consultant can conduct website audits, ensuring all mandates are addressed and recommending changes to maintain compliance.

6. Leverage Social Media

Social media isn’t just for selfies and memes. Platforms like Instagram, Twitter, LinkedIn, and Facebook can be potent tools to showcase university culture.

Example: Host Instagram Live sessions where professors discuss their subjects, or share day-in-the-life videos from students. This peek into campus life can be enticing for potential enrollees.

Mastering the Digital Spotlight: SEO & Paid Ads for Universities

To be noticed in the scope of the digital universe requires a blend of art and science. It is important for all educational institutions, whether it is an established institution or one that is just starting out, to have a strong internet presence so that prospective students can readily find them. Search engine optimization (SEO) and pay-per-click (PPC) advertising are two such tools.

Be a Lighthouse in the Digital Mist with SEO

SEO works tirelessly behind the scenes to make the internet a better place. It's not unlike constructing a lighthouse at the edge of the ocean. A lighthouse (or SEO) is essential so that passing ships (or students) can see the treasures on land.

How does search engine optimization function?

SEO, or search engine optimization, improves your website's visibility in search engine results. This includes adjusting the text, graphics, meta tags, and incoming links.

Using search engine optimization (SEO), a page about your university could rank highly when a prospective student searches for "best AI programs" or "AI courses near me" if the university offers a particularly impressive AI program.

Example: Take, for example, the world-famous Massachusetts Institute of Technology. The first search results for "top tech universities" virtually invariably feature MIT. This isn't just about MIT's standing in the academic community; it's also about how well they've tailored their web presence to the terms students often search for.

The Fastest Way to Get Noticed: Pay-Per-Click (PPC) Ads

PPC is like paying to skip to the front of the digital queue, while SEO prioritizes organic visibility.

What is the function of pay-per-click (PPC) advertisements?

Schools can target their advertising on Google Ads by using keywords in their ad copy. The word "pay-per-click" refers to the practice of charging a set amount whenever an ad is clicked on. Ads can be made visible just in response to certain queries, for a certain time period, or in a specified geographic area.

Example: Imagine you have just launched a brand new online Master of Business Administration program. Setting up a pay-per-click campaign with keywords like "online MBA courses" or "flexible MBA programs" could help your ad show up prominently, even if your SEO hasn't taken full effect just yet. Ads for certain terms may appear ahead of organic search results, further increasing the possibility that consumers will click through to your site.

Engage with Alumni

Your alumni are your brand ambassadors. A student who's had a transformative experience at your university can be more convincing than any advertisement. Engage with your alumni network, encourage them to share their success stories, and maybe even hold webinars where they can interact with prospective students.

Example: If an alumnus has started a successful business, showcase their journey, emphasizing how your university played a role in their entrepreneurial adventure.

Scholarships & Financial Aids

Let's address the elephant in the room: university education isn't cheap. Often, the question that pops up is, "how much does it cost to open a university?" and subsequently, "how much will it cost to attend one?" By offering scholarships or financial aid, you not only lighten the financial burden but also attract top-tier students who might be considering multiple offers.

Attend & Host Educational Fairs

While digital marketing is crucial, don’t underestimate the power of face-to-face interactions. Attend educational fairs to showcase what your university offers. Better yet, host your own! It can be a platform for students to engage with faculty, alumni, or even accreditation consultants associated with your institution.

Closing Thoughts

Embarking on the journey of opening a university is a noble and significant undertaking, teeming with both challenges and immense rewards. But in today's competitive higher education milieu, establishing a stellar institution doesn't complete the mission. To truly stand out, coupling sound marketing techniques with advice from experts like an accreditation consultant becomes pivotal. Their insights can ensure that your university is not only aligned with top-tier standards but also resonates effectively with prospective students. 

Always keep in mind: while tools and tactics are invaluable, at the core of your marketing endeavors should be an unwavering commitment to quality education and a nurturing academic ambiance. With sincerity at the helm and expertly crafted strategies in play, success becomes less about the destination and more about the enriching journey itself. Dive into the world of academia marketing with authenticity and purpose. Happy marketing!

For personalized guidance, feel free to reach out to Expert Education Consultants via email at info@experteduconsult.com with any questions you may have. This service is complimentary.

To explore customized solutions tailored to your specific needs, schedule a personalized one-on-one paid consultation with Dr. Sandra Norderhaug here.