About the Episode
About the Episode:
In this episode of the EduData podcast, Jamie welcomes Sarah Russell, Vice President of Marketing at Education Dynamics. With over 15 years of experience, Sarah shares her insights into the evolving landscape of education marketing post-pandemic. They discuss the rise in non-brand keyword searches and the growing demand for specific educational programs and certificates driven by job market changes. Sarah explains the balance between brand marketing and performance marketing, highlighting the importance of building brand trust while driving measurable actions. She also touches on the challenges of engaging prospective students through various channels and the potential of AI to revolutionize marketing strategies. Tune in to learn how to navigate the messy middle of the student journey and optimize your marketing efforts for better enrollment outcomes.
Key Takeaways
- Post-Pandemic Shift in Demand
- Growth in online searches for both brand and non-brand education terms.
- Rising interest in certificates, boot camps, and short courses driven by job market demands and a focus on upskilling.
- Importance of Brand Marketing
- Critical for building trust and brand awareness in a competitive market where 90% of students are undecided about which school to attend.
- Performance marketing must complement brand efforts by reinforcing consistent messaging throughout the student journey.
- AI as a Game-Changer
- AI tools can streamline data analysis, enhance campaign optimization, and align marketing strategies with outcomes like graduation rates and program-specific ROI.
Episode Summary
Balancing Brand Marketing and Performance Marketing
Sarah explains the key differences between brand marketing and performance marketing in higher ed. Brand marketing focuses on building awareness and trust through strategies like social listening and consistent messaging. Performance marketing, on the other hand, tracks measurable actions such as clicks, inquiries, and applications.
Institutions need to align these approaches by tailoring messaging to different channels—using social media for personality and relatability, while showcasing institutional trust and value in traditional media like video ads and billboards.
Trends in Education Marketing
The conversation highlights the shift in student preferences for short-term, skill-focused programs. As Sarah notes, non-degree offerings such as certificates and boot camps have gained traction due to their cost-effectiveness and alignment with employer needs. This trend underlines the importance of marketing strategies that emphasize ROI and the practical benefits of education.
Measuring Success in Higher Ed Marketing
From applications to enrollments and starts, Sarah identifies key performance metrics that institutions should track. While most schools prioritize applications as a primary measure of success, she emphasizes the need to focus on long-term outcomes like graduation rates and tuition-based ROI.
AI offers a promising opportunity to bridge this gap by enabling real-time bidding, optimization, and personalized outreach tailored to student behaviors and institutional goals.
Connect With Our Co-Hosts:
Jamie Boggs
https://www.linkedin.com/in/jamiewboggs/
Timothy Davis
https://www.linkedin.com/in/davis-timothy/
About The Enrollify Podcast Network: The EduData Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and The Higher Ed Geek.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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