Higher Education Advertising & Marketing

At Anderson Marketing Group, we know higher education. We’ve helped many institutions develop marketing campaigns to deal with a wide range list of specialized issues faced by universities and colleges. Specifically, we’ve helped such clients as the University of Texas at Brownsville, the University of Texas at San Antonio, the Alamo Colleges, and Texas A&M Corpus Christi drive recruitment, retention, and awareness campaigns with dramatic results.

These high-focus areas are important in marketing your institution, but they’re also important in how we approach your advertising. We understand the ins and outs of higher education, and know that each area requires a different approach and perspective.

Distance learning is almost as important as having a website: if your institution isn’t doing it, you need to be. In an increasingly busy world, it is important for students to be able to juggle their school, personal, and business obligations.

A stay-at-home parent has the option to attend classes while their children are at school. A student with a full-time job has the option of attending class before or after work. Distance learning even enables those in geographically remote locations to attend your institution.

According to the U.S. Department of Education, 13.1% of students in post-secondary education were enrolled exclusively in distance learning courses. In past years, these prospects would have been overlooked by higher education institutions, but with the rise of the Internet, a whole new world has opened up for students and colleges. If you’re passing up on the opportunity to educate these individuals, another institution is already reviewing their application.

The world of higher education is changing, and the student body makeup is changing with it.

1. Baby Boomers: Many baby boomers plan to continue working past their retirement age. This is a great incentive for them to return to school, continue their education, or change careers. Many institutions are now offering classes that are specifically targeted towards this 50+ demographic.
2. High School Students: Concurrent enrollment programs offer a large number of students the ability to earn both high school and college credit at the same time. High school students, however, are not always aware of these cost-saving courses, and need to be informed about the benefits that come with dual enrollment.
3. Veterans: Veterans returning from Iraq and Afghanistan have the same goal that every other student does: to learn and receive job training. If their needs are not met by a certain institution, however, they may decide on attending a different college. It is important to keep in mind that some of these veterans may need specialized courses or accessibility options in your institution.

We know that this should be common sense in advertising, but don’t single out one group to target with your marketing efforts. If you do this, you’ll be leaving out a large number of students looking to learn, and most important, attend your university.

Universities and communities are not separate entities.

The university assists in the community by educating its citizens, and the community assists the university by supporting it financially. You should recognize that you’re in a unique partnership with your geographic, demographic and economic surroundings. One way to improve your community is to provide specialized workforce training for local businesses and skills training for individuals looking to better themselves and their career prospects.

Professional or skill certifications. If an applicant comes to a job interview with a certification in web development, the hiring manager knows that this individual possesses a specific set of skills that another applicant may not have.

Trade teaching. By offering plumbing, electrical, or automotive tech certifications, you can open your doors to prospective students who would otherwise attend a private trade school.