Help Wanted: Higher Education Marketing Needed to Aid in Supply & Demand Crisis

Pete Schauer

Marketing Director

According to a recent article in The Washington Post, America’s colleges and universities are headed for a supply and demand crisis. Already, there are growing concerns over future enrollment numbers. The years of most concern fall between 2026 and 2031, when high school graduates are expected to decrease by 9 percent.

In addition to lower numbers of high school graduates, there is the diversity aspect. High school graduating classes will continue to be more diverse, with Hispanic populations increasing and white populations decreasing. Family incomes are also staying flat, so we can expect the need for financial aid to be high.

Are You Meeting Your Enrollment Goals?

Some higher institutions are already struggling to meet their enrollment goals. According to a survey from the Chronicle of Higher Education, 52 percent of private colleges and 44 percent of public colleges did not reach their enrollment goals last fall.

If you didn’t meet your enrollment goals, you are certainly not alone. Even if you did reach them, was it by a lot? Or did you barely skim by? Seeing a drop in enrollment from time to time is normal, but a consistent decline is something to be concerned with. How will you meet your enrollment goals when the demand for quality students grows tougher?

Why You Can’t Ignore Higher Education Marketing

One of the best strategies to keep your brand front and center is higher education marketing. As the competition for students grows, a strong web presence will position your school where it needs to be. Here are the key components to focus on:

  • Responsive website design

  • Search engine optimization

  • Social media

  • Web content

  • Email marketing

  • Mobile-friendly course content

  • CMS and CRM systems

As you prepare for lower rates of high school students, it’s smart to sit down with a marketing firm that specializes in higher institutions. Now is the time to craft your institution’s voice, update your tagline and logo and strengthen your presence on social media. If you don’t have the resources to offer competitive financial aid packages, consider other incentives, such as accelerated courses and smaller class sizes. With a strong, confident web presence, your school can engage with the right students in the right moments. This will help keep enrollment numbers up as the industry reaches a supply and demand crisis.

SEMGeeks specializes in higher education digital strategies. We know what it takes to get your school front and center. Call us today to learn about starting your EDU campaign.

About the Author: Pete Schauer

Born and raised at the Jersey Shore, Pete Schauer is the Marketing Director at SEMGeeks. He holds a M.A. in Digital Communications from William Paterson University and has 8+ years in the digital space with companies such as Bleacher Report and Social Media Today in addition to SEMGeeks. His background includes creative and professional writing as well as strategic digital marketing communications and management.

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