As the back-to-school season approaches, educational institutions have a unique opportunity to engage prospective students, current students, and parents. Whether you are a school, college, or university, effective marketing campaigns can help you stand out in a competitive landscape and set the tone for a successful academic year. Here are some back-to-school marketing campaign ideas specifically tailored for educational institutions.
1. Virtual Open Houses and Campus Tours
Virtual open houses and campus tours have become a staple for educational institutions, especially in the post-pandemic era. These online events allow prospective students and parents to explore your institution from the comfort of their homes. Showcase your campus, highlight academic programs, and introduce key faculty members through live-streamed or pre-recorded videos.
Tip: Enhance engagement by incorporating live Q&A sessions during the virtual tours, and follow up with personalised emails to attendees.
2. Student-Created Content
Leverage the authenticity of student-created content to attract prospective students. Encourage current students to share their experiences, daily routines, and academic achievements through blogs, videos, or social media takeovers. This type of peer-driven content can provide an authentic perspective that resonates with prospective students.
Tip: Create a campaign hashtag and ask students to share their content on social media, showcasing campus life, study tips, or extracurricular activities.
3. Back-to-School Webinars and Workshops
Offer informative webinars and workshops that address the concerns of prospective students and their parents. Topics could include financial aid, choosing the right academic program, or tips for a successful school year. These events can position your institution as a thought leader and provide valuable information that helps prospective students make informed decisions.
Tip: Record the webinars and offer them as on-demand content for those who could not attend live sessions, extending the reach of your campaign.
4. Targeted Email Campaigns
Email marketing remains one of the most effective channels for educational institutions. Develop a series of back-to-school-themed emails that target different segments of your audience—prospective students, current students, parents, and alumni. Each email should address the unique needs and concerns of that segment, whether it’s information about enrollment deadlines, campus events, or tips for a successful school year.
Tip: Personalise your emails with the recipient’s name and tailor the content based on their previous interactions with your institution.
5. Social Media Contests and Challenges
Engage your audience with fun and interactive social media contests. For example, you could host a back-to-school photo contest where students share pictures of their favourite study spots or first-day-of-school outfits. Offer prizes like school merchandise, gift cards, or exclusive campus experiences to encourage participation.
Tip: Collaborate with student organisations or clubs to promote the contest and ensure it reaches a broader audience.
6. Scholarship and Financial Aid Promotions
Financial concerns are a significant factor in the decision-making process for many students and their families. Highlight your institution’s scholarship opportunities and financial aid packages in your back-to-school marketing campaigns. Use success stories from previous scholarship recipients to demonstrate the impact of your financial aid programs.
Tip: Create targeted ads on social media platforms that lead directly to your scholarship application pages, making it easy for prospective students to apply.
7. Countdown Campaign for Enrollment Deadlines
Create a sense of urgency by launching a countdown campaign leading up to key enrollment deadlines. Use social media, email marketing, and your website to remind prospective students and parents of important dates. This campaign can also highlight the benefits of enrolling early, such as securing housing or receiving early access to course selection.
Tip: Incorporate countdown timers in your email campaigns and website to visually emphasize the approaching deadlines.
8. Faculty and Alumni Spotlights
Highlight the achievements of your faculty and alumni through spotlight campaigns. Share stories of successful alumni who have made significant contributions to their fields, as well as faculty members who are leading innovative research or community initiatives. These spotlights can build credibility and showcase the value of your institution’s education.
Tip: Consider creating video interviews or written profiles that can be shared across your website, social media, and email newsletters.
9. Partnerships with Local Businesses and Organisations
Collaborate with local businesses and organisations to create mutually beneficial partnerships. For example, you could partner with bookstores, tech retailers, or coffee shops to offer discounts to your students. In return, promote these businesses through your marketing channels, strengthening community ties and enhancing your institution’s visibility.
Tip: Host joint events or workshops that provide value to students, such as career fairs, networking events, or study skill sessions.
10. Interactive Campus Maps and Mobile Apps
Enhance the back-to-school experience by offering interactive campus maps and mobile apps that help new students navigate campus life. These tools can provide information on key locations, upcoming events, and important resources like libraries and dining facilities. A well-designed mobile app can also send push notifications with reminders, updates, and exclusive offers.
Tip: Promote the app during orientation events and through your digital channels to ensure widespread adoption.
11. Sustainability and Social Responsibility Campaigns
Highlight your institution’s commitment to sustainability and social responsibility through back-to-school campaigns. Showcase eco-friendly campus initiatives, volunteer opportunities, or community outreach programs. Many students are drawn to institutions that align with their values, so promoting these efforts can enhance your institution’s appeal.
Tip: Create visually appealing infographics or videos that highlight your sustainability efforts and share them on social media and your website.
Conclusion
A well-executed back-to-school marketing campaign can significantly impact your institution’s enrollment and engagement efforts. By combining digital strategies, personalised content, and community-focused initiatives, you can create campaigns that resonate with your target audience and set your institution up for success in the upcoming academic year.
Remember, the key to a successful campaign is understanding the unique needs and concerns of your audience and delivering content that provides value, builds trust, and encourages action. With these ideas, your educational institution can make a lasting impression this back-to-school season.
Thanks for taking the time to read our blog post on back-to-school marketing campaign ideas. At faethe.marketing we have been helping schools to get more students through effective digital marketing year-round. So if you are looking to recruit more students for your programmes with minimal cost and effort, feel free to reach out to us.