The definitive guide to education marketing

Marketing for education presents unique challenges - but where there are challenges, there are also opportunities. Whether you’re promoting a university, a training course or an online learning platform, standing out in a competitive market requires strategic thinking and creativity. Let’s illuminate some of the fundamentals of education marketing, including essential strategies, and the ways in which outdoor advertising can amplify a campaign’s reach.

What is education marketing?

The goal of marketing for education is to build connections with prospective students, parents, or other stakeholders to promote educational services or programmes. It requires a tailored approach, combining clear messaging with innovative tactics to resonate with your target audience and stand out from the crowd.

Education marketing puts an emphasis on emotions, and the long-term value of the product - which is often directly tied to personal growth and transforming lives. The decision making process is complex, with many factors to be considered, and the target audience is often very wide - how these challenges are tackled can often make or break a campaign. 

The goals of education marketing

• Attract and engage students by positioning your institution or programme as the ideal solution to their educational needs - and potentially securing extra funding as a result.

• Build trust and credibility, by highlighting your successes and reputation.

• Foster long-term relationships, retaining students and encouraging alumni to remain connected with your brand as ambassadors.

Key strategies for success in education marketing

Much like schools themselves, the education sector is crowded, so adopting creative and effective strategies is crucial.

Multi-channel outreach

Today’s decision-makers use multiple platforms to explore their options. A robust, mult-ichannel strategy ensures your message is as visible as possible, capturing attention wherever your audience may be. For instance, pairing social media campaigns with eye-catching outdoor advertisements in high-traffic areas creates a cohesive brand presence that’s hard to ignore.

Crafting a strong brand identity

It may feel strange to think of an education provider as a brand, but it’s an important way to let your audience know your values and personality, and how you can differentiate yourself from your competitors. A well-crafted brand builds trust and recognition, and includes everything from your logo and other visuals to your tone of voice and messaging.

Engaging storytelling

Stories are compelling. Whether it’s an alumni’s journey, a highlight of campus life, or evidence of the impact of your programmes, storytelling can bring a brand to life. Consider leveraging video content and testimonials to showcase these stories in powerful, relatable ways. With education advertising, there’s the benefit of being able to use real students as examples of honest storytelling. 

Why outdoor advertising is essential for education marketing

While no one these days is ever too far from a screen, outdoor advertising remains a cornerstone of effective education marketing. It offers unparalleled opportunities to connect with diverse audiences en masse.

Reaching students with outdoor advertising

Out of Home (OOH) advertising is an excellent way to capture the attention of students as they go about their daily routines. By placing ads in relevant areas such as university campuses, public transport hubs and city centres, you can ensure maximum visibility among your targeted demographic.

Reaching parents and decision-makers

Education marketing isn’t always about students. Parents, guardians and even employers often influence decision-making in this sector. OOH in suburban areas, near schools, or along commuter routes can ensure that your message reaches this important audience segment. 

Harnessing the power of OOH for university marketing

For universities, outdoor advertising is a powerful tool to attract prospective students and reinforce your institution’s reputation. Events such as open days and flagship programmes cause students from all over the country to descend on specific areas en masse, and provide an invaluable opportunity to attract attention. Strategically placed billboards and digital screens can highlight unique offerings, campus life, and alumni achievements.

Top advantages of using OOH advertising in education

A standout tool for education marketers, OOH advertising can deliver unique benefits.

High visibility and audience reach

By their unavoidable nature, outdoor ads offer consistent visibility that other channels can’t compete with. Whether it’s a billboard near a bustling high street or digital screens at a train station, OOH advertising is guaranteed to reach a large, diverse audience, with very little intervention needed from marketers.

Cost-effective and high ROI

This significant reach can also help you to optimise your spend, as OOH can be highly cost-effective. When comparing the cost of an OOH campaign to the fees paid by each new student you acquire, the ROI has the potential to be huge. Programmatic features also allow you to capitalise on trends and make campaign adjustments without overspending. 

Building local and regional presence

For educational institutions catering to local or regional audiences, OOH advertising has been proven to play a key role in establishing visibility and trust. Ads placed within specific geographic areas can strengthen your connection to the local community, and foster pride and interest among students and their families. 

Steps to develop a comprehensive marketing plan

A solid marketing plan is the backbone of any successful campaign - education or otherwise. Here’s how to build one.

Audience research and targeting

Identify your ideal audience segments - consider their interests, challenges, and preferred channels. With students, these factors might have quite a broad range, so try to pinpoint the things that connect them, and how they relate to what it is that you’re offering.

Budget allocation for maximum impact

Be smart with your budget. For learning institutions, there are often key areas of the academic year that will draw on more of your resources than others. Consider options such as programmatic Digital Out of Home (DOOH) advertising to allow you to stay adaptable, without breaking the bank.

Measurable goals and KPIs

You can’t track your success without setting clear objectives and key performance indicators (KPIs). Whether this means an increase in enrolments or a jump in website traffic, measurable goals help to keep you focused and accountable. 

Merging digital and outdoor advertising for stronger campaigns

Using a combination of digital and OOH tactics when marketing for education creates a seamless experience that amplifies your message.

Consistently complementing OOH with digital tactics

Your outdoor ads and digital campaigns should deliver a cohesive message, and reinforce each other instead of splitting attention. Make sure the visuals are consistent, and that any narrative you’re looking to tell is echoed throughout your various platforms.

Learning from the best in education marketing

The education sector is full of inspiring examples of marketing done right - and we have plenty of our own that we can share.

Highlighting successful OOH campaigns

Education marketing needs to be inspiring. The potential to learn is an exciting opportunity in itself, but capitalising on what that education might unlock can really draw in prospective students - the messaging in this Birmingham Metropolitan College ad using our Ashdel Live format exemplifies that enticing, optimistic spirit.

Similarly, this ad for Future Learn courses relates to its audience by referencing the fear of imposter syndrome, and encouraging prospective students that with the right knowledge, those fears can be eradicated.

This ad for Huddersfield University makes use of eye-catching, illustrative graphics to cut through the noise of a highstreet, and inject some personality into their campaign. It’s a great example of the fact that education marketing doesn’t need to be stuffy or formal.

Key takeaways from leading campaigns

• Keep your messaging concise and impactful.

• Prioritise high-quality, eye-catching design.

• Speak directly to your viewers, and advise them on what to do next.

Elevate your education marketing strategy today

When marketing for education, you need to be able to juggle creativity, strategy, and execution. Considering the amount of attention OOH gets from students, it’s worth considering taking your campaign outside. Why not let Clear Channel open the door for you? Get in touch today and find out more about how OOH advertising can help to drive results for you.