5 Things We Learned at the 2019 AMA Symposium for the Marketing of Higher Education

On a balmy, 80 degree November day, we had the opportunity to join 1400 Higher Education marketers in Las Vegas for the 30th Annual American Marketing Association Symposium for the Marketing of Higher Education. Over the course of three days, we participated in lively discussions and heard from industry leaders focusing on the challenges and opportunities facing the current Higher Education landscape.

The industry is changing. A lot. By 2025 the college-age student population will see a 15% reduction – it is clear that the higher education landscape is primed for innovation. Those who are brave enough to embrace change and agile enough to shift strategy can not only weather the storm, but emerge successfully.

Marketing strategy IS institutional strategy – at least, it should be. Industry experts have dubbed the  impending population reduction in the college-age population “2026 cliff.” In preparation for this, University Presidents and Trustee Boards are starting to pay attention and acknowledge that marketing in higher education is more important than ever. Building a differentiated position and quality marketing strategy takes time and money – and should not be deferred.

Customer-centricity is a necessity. The old higher education adage “if we offer it they will come” no longer works. It is vital to give prospective students what they are looking for – and with multiple types of customers, this is no easy task. Through tactics like surveying and data mining, persona development and audience segmentation, institutions can understand and cater to their target audiences with communications that resonate and help prospects convert into matriculated students.

Helicopter parents have gone high tech – they’re drone parents now. And they are important to address when marketing to traditional undergraduate students. According to a 2018 study presented, 1 in 5 parents completed a college application on behalf of their children. As a higher education institution, it is vital to engage not only the students, but the parents – and to understand that these audiences require different marketing strategies.

Pay attention to adult learners. There are 95 million people in the United States between the ages of 24 and 65 that do not have a Bachelor’s Degree – but 53 million of them have some college credits. This is an audience segment that institutions cannot afford to ignore. With unique challenges and very specific needs and wants, it is vital to understand and deliver messaging that speaks to them and illustrates the value of completing a degree.

With more than 20 years of marketing experience focused on higher education, Furman Roth has the knowledge and resources to stay ahead of this changing landscape. We work with institutions of all sizes throughout all stages of recruitment - from brand strategy and positioning to innovative media solutions and hypertargeting. Before you spend another dollar on higher education marketing, contact Furman Roth to find out how far we can make it go.