02
Apr
2021

How marketing is changing in the education sector – and ideas to tap into Generation Y

It doesn’t take a genius to realize computers and technology are having a transformative effect on almost all areas of modern life – and the education sector is no different.

The current generation (often referred to as Generation Y), has become so reliant on new technology that it would be a mistake not to consider changing the way you reach out to prospective students. This new generation is the most tech-savvy in history so, if you’re to attract new scholars, you’ll need to embrace new technology and start speaking their language.

The changing face of marketing in education

Not so very long ago, it was enough to just attend careers fairs or wait for learners to approach you, but these days establishments are actively vying against one another to attract students. Traditional marketing used to be a primarily passive, one-way-street relationship with learners, but marketing strategies for higher education are changing and, in our modern technological age, people expect a far more engaging experience. In particular, Generation Y expects to be able to interact, communicate and relate with an education provider like never before.

Ideas to reach out to the current generation of prospective students

The marketing and advertising industries have both undergone seismic changes in recent years. Where once it was enough for companies to simply promote a product, these days, the most successful campaigns use a variety of tactics to help clients relate with a brand.

Whether by weaving a story behind an experience or simply finding ways to help students learn about your establishment and associate more with your courses, services, and brand, here are a few ideas to improve your modern marketing strategy:

The importance of having a positive social media profile: The incessant rise of social media has completely transformed how Generation Y communicates and interacts with people and brands. Engaging positively on the main social channels (Facebook, Twitter, Instagram, and so on) is essential if you’re to project and promote your establishment. Also, it’s worth bearing in mind that this generation will be turned off by brash and “in your face” publicity – rather, they look for a far subtler approach. This is where you can put the old marketing concept of features vs. benefits into action. Features tell whereas benefits sell – so, rather than simply promoting the details of a course or your college/university, focus instead on the benefits of attending.

Using stories to sell your establishment: There’s nothing new about the tactic of using stories in marketing to make a sales pitch more personal but, when used in terms of education, it can lend a far more personable, relatable side to your courses and services. Outlining stories of ex-students’ successes or experiences on campus can help prospective learners form a greater attachment to your college.

Consider having an app produced: Apps have been proven to be a bona fide marketing tactic for making a direct connection with prospective clients – and this particular generation is more comfortable than any other in terms of downloading, installing, and using mobile applications. Moreover, an app allows you to send out notifications to users – and can also help learners (both prospective and existing) make a more positive connection with your college.

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