Billboards are bold. They can “wow,” or fade through the peripheral of a commuter on their route into work. But you’ll never truly know how many students visited your website because of that billboard. You’ll never know how many applied as soon as they got to their destination because they loved your ad. 

Yet, when it comes to higher education marketing, many institutions follow a standard tactic: billboards, airport takeovers, and ads in print publications because, well, it’s what everyone else is doing. But, is this a lone strategy that actually moves the needle toward achieving your institution’s goals? Or is your institution spending money for the sake of visibility?

Is Your Institution Buying Media for the Right Reasons?

Higher ed spends heavily on advertising. The Washington Post reported that a 2021 study found universities and colleges spend between $429 and $623 per enrolled student each year on marketing efforts. In 2018, these institutions spent $2 billion on advertising, and in 2019, that amount went up to $2.2 billion.

Despite a substantial amount of money being invested in advertising, it’s unclear whether these funds are driving the results that meet these institutions’ goals. A survey from the University Professional of Continuing Education Association (UPCEA) showed that less than half of institution marketers track cost per inquiry and cost per enrolled student. Of those respondents, 17% do not track key marketing metrics. 

While many schools are investing heavily, it’s unclear whether they’re receiving the return on investment (ROI) they expect or if the spending is effective to their institution’s goals.

The Common Mistake: Buying Media Because It’s “Expected”

Higher education institutions tend to make the same media buys because they feel like they have to match University X. They may think that billboards are a necessary part of brand awareness or that print ads in industry publications are a must for credibility.

Billboards and print ads are useful to a grander marketing strategy, but hard to track and measure. They generate brand recognition, but can’t infer performance marketing or data-driven marketing. With the inability to drive the specific actions you want from prospective students, like visiting your website or submitting an application, you cannot accurately yield results to understand if your efforts are working.

If the goal of your campaign is to boost student applications on your website or generate engagement at every stage of the student journey, then it’s imperative to have a well-rounded, trackable strategy in place. Can you say yes to the question, “Is our marketing resonating with the right audience?” or “Can I follow up on this engagement?” If not, it might be worth taking a step back and considering whether your current budget allocation is truly paying off your marketing goals.

Understanding How Students Make Decisions (A.K.A. The Buyer’s Journey)

A student’s decision to enroll in a college or university isn’t made in a single moment. It’s a process, one that typically follows three stages:

1. Awareness: The student first learns about your institution. Maybe they do see your billboard around town, hear about your institution from a friend who attended, or saw an ad online.
2. Consideration: They start researching. This is when they visit your website, follow your social media pages, watch videos about your programs, and compare schools.
3. Decision: They apply, register for a campus visit, or reach out to admissions.

The problem with solely throwing a billboard out or a radio ad on a popular station is that it’s stuck in awareness mode. It doesn’t provide a path to move students further along the journey. There’s no link to click, no way to capture interest, no follow-up touchpoint.

On the other hand, digital marketing keeps students engaged at every stage. Once they’re aware of your institution, they not only continue receiving information that guides them toward enrollment, but they can actively click to get to your website way quicker.

This is a big reason universities shouldn’t just focus on being seen. They should focus on staying top-of-mind throughout a student’s decision-making process.

Digital Marketing: The Cost-Effective Medium that Converts

Undoubtedly, a well-designed display can make an impact, especially in high-traffic areas. But the real challenge is turning those impressions into actual conversions, and the ability to know those conversions come from that particular advertising outlet.

The most effective strategies focus on where your audience is spending their time, not just where you want to be seen. Digital marketing offers a more cost-effective way to reach the right people with the right message, making it an essential part of any higher ed advertising plan.

The Long-term Value of Digital Marketing

A well-optimized digital marketing strategy continues to work for you beyond its initial launch. Once you capture a prospective student’s interest through targeted content or ads, you have the ability to stay engaged with them through retargeting. You can then follow up with additional ads or emails related to that program, keeping your institution in line of sight as they move through their decision-making process.

Research shows that digital ads can continue to generate engagement even after the initial campaign ends. CropInk reports that retargeting ads can increase conversion rates by 150%. This is because digital platforms allow you to stay top of mind with prospective students. A potential student who sees a digital ad for your university’s nursing program, for example, may click on it might not apply immediately. However, with retargeting, they may later see another ad or receive an email about scholarships or program benefits, keeping your institution in the student’s consideration set.

Traditional media alone as a strategy is limited in impact due to the duration and location of the advertisement. Once the driver has passed by a billboard, the opportunity to engage with that individual is gone—unless, of course, they actively decide to remember the message and seek out your institution at a later time.

Now that we understand how digital marketing can keep your institution at the forefront of prospective students’ minds, let’s look into the specific qualitative values that make this long-term engagement possible.

Measuring the Impact of Media Buys

When you make a media buy, it’s important to evaluate whether it’s actually driving conversions. With digital marketing, you can track:

• Clicks: How many people clicked on your ad or visited your site after seeing your ad?
• Engagement: Are students engaging with your content, following your social media, or signing up for your newsletter?
• Conversions: How many students actually applied or contacted your admissions team?

Digital ad placement strategies allow you to create hyper-targeted ad campaigns toward an intended audience.

Geofencing enables universities to place digital ads within specific geographic locations, such as high schools, community colleges, or events where prospective students are likely to be. Your messaging reaches those who are already considering their next steps in education.

List-based targeting uses email lists or CRM data to reach students who have previously engaged with your institution, that way you can personalize your message to meet the specific needs and interests of the people on your list.

By utilizing precision-driven strategies, universities can maximize their marketing spend for measurable results.

Social Media Meets Prospects Where They Are

Students (and their parents) spend hours a day on social media. Your presence on platforms like Instagram, LinkedIn, and Facebook allows you to meet your audience where they spend their time. Many social platforms offer marketing analytics tools to provide clear insights into engagement. You can see who’s interacting with your content, clicking through to learn more, or even starting an application.

A strong social media presence isn’t just about visibility either. It creates opportunities for real conversations, whether that’s answering a prospective student’s question, retargeting those who have shown interest, or guiding them through the decision-making process. Digital marketing gives you the tools to interact and stay top-of-mind in a very competitive landscape.

Targeted Online Advertising

For immediate visibility and trackable performance, digital advertising is the gold standard. Google Ads allows institutions to capture search intent, targeting students who are actively researching programs. Meta (Facebook and Instagram) ads use interest-based and behavioral targeting to connect with prospective students and their parents. Meanwhile, pay-per-click (PPC) and programmatic ads bring in continued exposure across various digital platforms.

Digital ads allow for real-time data tracking. You can adjust campaigns, optimize for better engagement, and see clear ROI:

1. Google Ads: Capture search intent by targeting students researching programs.
2. Meta (Facebook & Instagram) Ads: Leverage interest-based and behavioral targeting to reach prospective students and their parents.
3. Pay-Per-Click (PPC) & Programmatic Ads: Display advertising helps keep your brand in front of students as they navigate the web.

Engaging Video Content Brings Your Uni to Life

Online video content has the power to engage, inform, and inspire action. A study found that 47% of people spend more time on an interactive video ad than on non-interactive ones. This difference highlights how dynamic digital ads are more likely to keep prospects engaged in the long term.

Video content is one of the most engaging, memorable forms of media and an excellent way to showcase your institution. From high-energy anthem videos that define your brand to virtual campus tours that allow students to explore from anywhere, video content creates an emotional connection with prospective students.

Department-focused videos can also highlight unique programs, while faculty and alumni testimonials build credibility and trust. When done effectively, video marketing doesn’t just generate interest, but it can drive trackable conversions.

Cases Where Traditional Media Does Make Sense

Effective marketing isn’t about choosing digital over traditional—it’s about understanding your audience and meeting them where they are. Digital channels offer powerful tools for tracking and optimizing engagement. The key is knowing which channels align with your goals, ensuring every dollar spent contributes to measurable outcomes. 

There are strategic moments when traditional media channels can be valuable, and more so in tandem with online campaigns.

1. Location-specific Awareness: If there’s a major conference bringing industry peers to your city, a well-placed billboard, airport ad, or transit campaign can amplify your brand presence among the community.
2. Perception Shifting: If local residents perceive your institution as out of reach, a strategic mix of direct mail, radio, or outdoor ads can help reshape that narrative.
3. Community Engagement: Sponsoring local events, securing radio spots, or placing ads in regional newspapers can build trust and visibility within your immediate market.
4. Commuter & Travel Hubs: Advertising on key transit routes like bus stops, train stations, or airports can increase awareness among traveling students and families.

Traditional media can definitely be a piece of the strategy, but we refrain from saying it should be the only strategy. Because in the end, the best marketing isn’t just about being seen—it’s about knowing what’s working. If you’re spending billions to attract students, you should know which ads are driving them to enroll, what’s catching their attention, and why they’re choosing your university. Otherwise, you’re hoping for results instead of creating them.

So, Do You Need a Marketing Strategy? Talk with Frankel.

In higher education marketing, universities must think strategically about where they invest their dollars. With data-driven digital strategies, you can create measurable, engaging, and effective campaigns that attract and convert audiences in a cost-effective way.

At Frankel, we help institutions cut through the noise with targeted, measurable strategies designed to boost engagement and drive enrollment. Whether it’s digital advertising, social media, or high-impact video content, we know the steps to take for successful higher education marketing that truly resonates with your audience. And yes, we also design incredibly engaging billboards and print ads that optimize your marketing goals.

Let’s build something that moves the needle! Talk to Frankel.