The Case for Audience Research in Higher Education Marketing

A colleague approaches you and tells you about an article they read on “digital marketing strategies” in the higher ed sector, claiming it’s a must-read. You acknowledge it politely but don’t rush to find it. Then, throughout the day, others in your network start singing its praises—each emphasizing a unique takeaway that applies to their own challenges. Now, instead of setting it aside, you’re asking, “What makes this article so impactful? I need to see for myself.”

Audience research works the same way, and not so ironically, is a key aspect of marketing. It’s about uncovering and leveraging diverse insights that reel in your target audience—whether prospective students, parents, alumni, or other stakeholders—to act. In your case, to read or not read the article.

A quick chat with one person rarely provides the depth needed to inform impactful institutional strategies, operational decisions, or digital marketing strategies. True audience understanding begins by immersing yourself in their culture—listening, observing, and empathizing. It’s about taking the time to understand their motivations, pain points, and decision making processes.  Let’s break down what audience research is and then explore how it can help you uncover insights that drive operational improvements and shape effective, data-informed digital marketing strategies for higher education institutions.

What Is Audience Research?

Audience research, by definition, consists of a collection and analysis process about a specific group of people (a.k.a your target audience) to understand their characteristics, behaviors, preferences, and needs. In the context of higher education marketing, this process is essential for crafting sound marketing strategies that resonate with prospective students and other key stakeholders.

When working with an external agency or marketing team to develop a higher education marketing strategy, audience research is often the first step. It provides clarity on who your audience is and how to effectively engage them.

Effective audience research uses a combination of qualitative and quantitative data for a more holistic view of the market, including:

• Digital surveys to statistically identify broader marketing trends and behaviors lending to optimized recommendations.
• Interviews (online or in-person) to delve into individual perspectives and add color to the answers from digital surveys.
• Focus groups for gathering group dynamics and shared opinions to understand the deeper “why” behind people’s choices.

These approaches reveal the motivations and preferences that guide decision-making but also eliminate researcher bias.

For example, if you’re focused on student recruitment, you might ask questions like:

1. Why do high school seniors choose to look over one university website versus another?
2. What motivates prospective students to schedule campus visits? 
3. What factors influence retention and student satisfaction beyond academics?

The answers might not be what your institution expects, but that’s the beauty of it. Audience research can guide content marketing, social media campaigns, and even landing page designs to better meet audience needs.

Peeling Back the Layers of Audience Research

When done right, audience research peels back the many layers of your academic institution’s goals, vision, and mission. Starting with these key audience indicators:

• Demographics: Age, gender, income, education, occupation, and location tell a lot about the trends and patterns within a group of people. These factors lay the foundation for identifying key higher education marketing strategies.
• Psychographics: Dives deeper into values, interests, lifestyles, and aspirations. For instance, do your prospective students prioritize affordability, campus culture, or career preparation?
• Perceptions: What do people currently associate with your university marketing? Are you seen as innovative, traditional, or community-focused?
• Comparative Positioning: How do you stack up against other colleges and universities? What unique value can you offer to reach prospective students and stand out in the higher education sector?

By exploring these layers, you begin to see how every audience touchpoint ties back to your institution’s identity. These indicators aren’t just checkboxes to tick—they essentially connect to your audience on a human level. These insights shape approaches, engaging students, increasing search engine visibility, crafting compelling messaging, and driving organic traffic to your higher education website.

Choosing Audience Research Questions

When conducting an interview for your particular audience, you need to come prepared with relevant questions. Your marketing agency or research group can determine the best questions, keeping in mind how it relates back to your institution and what insights it might reveal.

We listed a few sample questions below, and then highlighted how an example faculty interview provided a common theme that guides brand and campaign discovery.

1. In your own words, who is your higher education institution?
2. What brought you to your institution?
3. What words describe your institution?
4. If your institution were a person, who would it be?
5. What sets your institution apart from other higher education institutions?
6. What do you need to say to attract top faculty and students?

Lead By Example

In a faculty interview, let’s say one of our get-to-know-you questions is “What’s your current understanding of your academic institution’s mission?” 

Faculty Person A responds:
“To me, it means connecting students to opportunities beyond the classroom—internships, research, and community projects—so they’re ready to make an impact as professionals.”

Facutly Person B responds:

“I see our mission as a commitment to innovation. That means fostering creativity in our students and encouraging faculty to push boundaries in their fields.”

Through audience research, like these interviews, we uncovered different interpretations of the same mission. While both faculty members value student success, one emphasizes practical readiness, while the other highlights innovation and creativity. These insights can help tailor messaging that resonates with faculty while aligning with broader institutional goals. The next step is to explore what avenues to amplify your voice with audience research in hand.

Turning Insights Into Action

Once you have the data and insights, take a step back and assess what your audience research has revealed. Once you have a clearer picture of how your audience perceives your insitution, the next step is translating that understanding into a marketing strategy that fruitfully amplifies your brand and strengthens your institutional offerings.

For example, say your research reveals that adult learners are eager for flexible course options, but enrollment in your evening and online programs isn’t taking off. Surveys and website analytics show that working professionals explore these programs but hesitate to commit—citing concerns about pacing, career support, or financial aid.

This is a clear opportunity to rethink both outreach and operations. Marketing can spotlight success stories, career outcomes, and tuition assistance through targeted digital campaigns. Meanwhile, your institution might introduce more advising resources, flexible payment plans, or even streamlined course structures to remove enrollment barriers.

By identifying what’s holding your audience back, research can both shape operational strategy and marketing plans, investing resources where they matter most.

Choosing the Right Digital Marketing Techniques

A strong higher education marketing strategy requires understanding not only your audience but also the digital marketing tools and channels they use. Here are a few digital marketing techniques proven to work in the higher-ed marketing space:

• Search Engine Optimization (SEO): Using keywords boosts your university website’s ranking to attract interested students searching for programs, financial aid, or campus tours. SEO strategies keep your institution visible when students are actively searching for information on colleges.
• Social Media Channels: Audience research tells you where your audience spends most of their time. Engage with them on platforms like Instagram, TikTok, and LinkedIn. Use these channels to showcase campus life, highlight student success stories, and promote programs.
• Email Marketing: Use targeted email marketing campaigns to nurture relationships with more students, alumni, and parents. Email is particularly effective for sharing admissions updates, scholarship opportunities, and events.
• Content Marketing: Create blog posts, videos, and guides that answer questions your audience is asking. Valuable content builds trust and keeps your institution top of mind.
• Digital Ads and Paid Campaigns: Invest in paid ads to amplify your reach. Platforms like Google Ads or Facebook Ads allow you to target specific demographics, working your budget effectively.

 

These approaches could increase search engine visibility and drive engagement or conversions, meaning more students choosing your institution. However, the mix of tactics chosen between you and your marketing agency should loop back to your audience research. From your research, recall what your audience cares about. Then, ask yourself, will these channels be the most effective at moving the needle for your higher education institution? 

Analyzing Competitors to Determine Your Points of Differentiation

Around 4,000 public and private colleges and universities exist in the U.S. That’s a hefty number to compete with, but not impossible to stand out in. A competitor analysis assesses what your competitors are doing well vs. not, and tells you how your institution can distinctively differ. It also reveals where your institution excels and where there’s room for improvement.

Take Harvard, for example. Its branding consistently highlights academic excellence and prestige, while Stanford often emphasizes innovation and entrepreneurship. Understanding these nuances between peer institutions allows you to position your academic entity uniquely—like focusing on accessibility or community impact to appeal to underrepresented groups. Here are some publicly perceptible structures your marketing agency should evaluate:

1. Web Pages and Visual Identity: How do competitors visually communicate their brand across their websites?
2. Content Strategy: What messaging themes or types of content speak to their brand positioning?
3. Social Media Presence: Which platforms are they prioritizing? How do they engage with followers? How often do they post, and what content drives engagement?

Consider this first quantitative step as insight into how your competitors operate their identity. With these findings, your marketing team can align with your institution’s leadership, receive feedback, and determine how the research will lend itself to guiding institutional improvements, building the brand as a whole, or creating a digital marketing campaign.

The Role of Data Analytics in Higher Education Marketing

Incorporating data analytics into your marketing efforts ensures your strategies are backed by qualitative, measurable insights. From tracking organic traffic to optimizing paid ads, analytics provide a clear picture of what’s working and where adjustments are needed. Here are places you can track the success of your digital marketing efforts:

• Use analytics to identify which landing pages convert the most visitors into applicants.
• Track engagement on social media channels to refine your content strategy.
• Measure the ROI of email marketing campaigns to understand effectiveness and maximize resources.

Keep in mind that every marketing effort should have a clear, measurable objective—if it’s not moving the needle, it’s not worth doing. By embracing a data-driven approach, higher education marketers can certify that every dollar and every strategy contributes to real, trackable outcomes, and allow for continuous improvement of efforts, adapting to changing audience needs.

The ROI of Audience Research

Investing in audience research at the beginning of a project makes it (and others) more effective and efficient down the line. By knowing and understanding what truly motivates your audience, you can consistently create campaigns and messaging that resonate with their needs, hence, leading to measurable results. For example:

• Increased Enrollment: By understanding why prospective students choose your institution, you can fine-tune your messaging to highlight the exact programs, facilities, or outcomes they value most.
• Stronger Alumni Engagement: Insights into what alumni cherish about their campus experience can inform strategies to increase donations or participation in events.
• Optimized Marketing Spend: Instead of spreading your budget thin across generic campaigns leading nowhere, audience research ensures your resources target the right platforms, channels, and messages with purpose.
• Enhanced Reputation: Addressing gaps in audience perceptions—like a lack of awareness about innovation or accessibility—can elevate your institution’s position in the higher ed landscape.

Ultimately, the insights derived from audience research set the foundation for smarter decision-making and sustainable growth for your academic institution. An insights-led approach ensures your communication is both authentic to your brand experience and aligned with what your audience truly needs and expects.

Avoiding Common Pitfalls

Launching a digital marketing campaign without solid audience insights is risky. It’s like throwing spaghetti at the wall and hoping it sticks. Investing time and resources in research allows you to create strategies that inspire action. Whether you utilize social media for engaging prospective students or email for maintaining relationships with partners, success hinges on knowing your audience’s channels and speaking directly to their needs.

Skipping out on the due diligence of audience research can lead to generic messaging that fails to connect. Phrases that any higher education entity can use. Instead, invest the time to understand your audience through the methods discussed above. The payoff? Effective and efficient marketing strategies that resonate, drive engagement, and deliver results.

Make a Strategic Marketing Plan, Starting with Frankel

At Frankel, we take audience research seriously because it digs beneath surface-level traits to identify and convert genuine connections. Our clients see results exactly where we’ve targeted them. Through our work with higher ed clients, we’ve also uncovered surprising insights that have transformed marketing strategies. We don’t view the answers we gather in questionnaires as “nice-to-know” details; rather, they provide perspectives that open the door to fresh approaches—approaches that stand out and work.

When you’re ready to gain true insight and work toward a brand or digital marketing campaign your institution is proud of, contact Frankel today.