As a parent of a high school junior, I’ve seen our mailbox overflow with the flood of college marketing materials. Most brochures showcase the same images of the campus, students in classrooms, or lounging on sunny quads. Nothing stands out, they all look the same. My daughter, like many of her peers, barely glances at these brochures and flyers before tossing them in the recycling bin. Why? Because these materials often feel disingenuous. Today’s high school students want to be spoken to with respect and transparency, something that simply doesn’t come through in a one-page flyer or brochure. It’s clear that traditional marketing approaches are no longer resonating with today’s tech-savvy students.
For universities, this is a wake-up call. The traditional strategies that once attracted prospective students are losing their impact, and with the looming enrollment cliff, sticking to the same old tactics just won’t cut it. I see this every day in my role at Brado, where we work with universities to understand their audiences on a deeper level- how they think, what they value, and how they engage with the world. In our most personalized approach, we’re using this insight and understanding to harness the power of Conversational AI, answering questions for students and helping them navigate the enrollment process 24/7. But more on that later.
It’s personal for me too, as I think about students like my daughter, who want more than flashy ads. They want real connection. This means adopting a fresh approach—one that connects with students where they are and in ways that matter most to them.
Understanding the Student Experience
Today’s prospective students are digital natives. They’ve grown up in a world where information is available at their fingertips, are heavily influenced by social media, and demand personalized experiences. This shift in behavior means that universities need to move away from the generic mailers and mass emails of the past. Instead, universities need to create marketing campaigns that cater to the specific needs, wants, and interests of each student. But how can universities achieve this? By mapping the customer journey to identify key moments in a student’s life and mining the search landscape for relevant questions and keywords. This allows universities to deliver smarter, more targeted messaging, reaching their audience in the moments that matter.
Creating a Strong Digital Presence
High school students aren’t waiting around for the latest brochure to come in the mail. They’re actively online researching schools and engaging with social media. Their expectations are driven by an “instant economy”, expecting immediacy and relevance in every action. Universities must meet them on search engines and platforms such as Instagram, TikTok, and YouTube where students are already spending their time.
Universities need to build captivating, visually appealing content that is engaging and digestible. This approach allows the prospective student to paint the picture of their future through images and content that show them the way. Examples include day-in-the-life videos, student led social media takeovers, and virtual campus tours. This type of digital presence and content helps students envision themselves as a part of the campus community.
Personalized Communication through Conversational Engagement™
One of the most innovative and effective ways to revolutionize university marketing is with AI-powered tools. Conversational Engagement™ platforms, like Mya, can simplify the student journey by answering questions instantly, providing 24/7 support, and even nurturing relationships over time, ensuring that students feel supported throughout their decision-making process. Mya acts as a personal assistant for students, providing the guidance and information they need while reducing administrative workloads and increasing student satisfaction.
Building Relationships That Last
Students today want more than just information—they want a real connection. My daughter summed it up perfectly: “I want universities to treat me like an adult, not like a kid who gets excited about pictures and big fonts. I want something real.” They want institutions that understand them, value their individuality, and provide an environment that feels right for them. By embracing these innovative strategies universities can build long-term relationships with prospective students, guiding them through not just the application process, but their entire academic journey, all the way to graduation.
Higher education marketing is at a turning point. It’s no longer about sending out more brochures—it’s about creating meaningful, personalized experiences that truly connect with the next generation of students. Students like my daughter are increasingly ignoring traditional marketing materials, so universities have to adapt to the digital world. Working at Brado, I’ve seen how these strategies are changing the way universities recruit students. By building a strong digital presence, using advanced technology for personalized communication, and fostering real connections, schools can stand out and better engage future freshmen, just like my daughter.
At Brado, we empower universities to connect with prospective students in ways that are both personalized and impactful. Brado provides tailored solutions to fit your budget and needs, ranging from Insight and Digital Marketing to Conversational Engagement™. Looking to elevate your marketing strategy? We’re here to help!