Marketing That Connects

Many institutions struggle with a disconnect between polished marketing materials and actual student engagement or enrollment outcomes. We explore why beautiful branding often fails to resonate with prospective students and how to create messaging that truly connects.

• Professional marketing isn't always effective when it doesn't speak to students' values, fears, and aspirations
• International students often seek belonging, safety and community over career statistics
• Students want to know if they'll feel welcome, see people like themselves, and receive proper support
• Co-create content with current students using authentic voices rather than scripts
• Localize your strategy to different markets rather than using one-size-fits-all messaging
• Ensure marketing and admissions teams work in close alignment
• Focus on showing the experience rather than just listing features

Subscribe to the Future of Recruitment and Admissions by East Coast Admissions on your favorite platform and check out our sister podcast, the East Coast Admissions Podcast, designed specifically for students.

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Chapters

• 0:00 Introduction to Marketing Disconnect
• 1:31 When Marketing Wins Awards But Fails
• 2:04 Real Student Questions Marketing Must Answer
• 3:26 Solutions to Fix the Disconnect
• 4:17 Closing Thoughts and Call to Action

Transcript

Speaker 1: 0:48

Hello and welcome back to the Future of Recruitment and Admissions by East Coast Admissions, where we unpack what's outdated in this space and explore smarter ways forward. I'm your host, cleopatra, and today we are diving into something that stinks for many institutions. When your marketing is polished, professional and perfectly on brand, but students just are invited, it's frustrating. I know You've invested in slick brochures, a new website, paid campaigns, maybe even influencer collaborations, but you are still not seeing the needle move when it comes to the interest or enrollment. Let's talk about why that disconnect happens and what you can do about it. I've seen it firsthand a university rebrands with a stunning visual identity and launches a digital campaign that wins awards, but internally, admissions is still wondering where are the applications? Here is the truth Good marketing isn't always effective marketing, especially when the message doesn't speak directly to your audience's values, fears and aspirations. In other words, your marketing might be beautiful, but it might just not be relevant.

Speaker 1: 2:04

Let me tell you a story. A school I work with ran a huge campaign focused on career outcomes. Their messaging was all about graduate salaries, job placements and return on investment. On paper, right, that looked perfect, but their their international audience largely students from regions where family influence and cultural alignments play a huge role, weren't engaging. Why? Because, while career outcomes mattered, these students were looking for belonging, safety and community. They wanted to know what life would be like on campus, not just what job they might get after graduating. So here are some of the real questions students are asking that your marketing team must answer. Will I feel safe and welcome there? What support will I have? Can I see people like me thriving there? What will my day-to-day life look like? Will this school understand my goals, even if they are non-traditional?

Speaker 1: 3:07

Your marketing should bridge your value with your reality. This means that moving forward beyond polished taglines and leaning into storytelling, student voices and cultural nuance and real human connection. Now let's fix the disconnect. Here's what I found that works best. Number one co-create with students. Use student testimonials, takeovers and authentic voices, not just scripted talking points. Number two localize your strategy. One-size-fits-all messaging won't work across market. Tailor your approach based on geography, demographics and academic preferences.

Speaker 1: 3:55

Number three work closely with admissions. Marketing and admissions must be in sync. Your campaign should align with the actual conversations admissions teams are having with students. And, last but not the least, go deeper than features. It's not just about your dorms or your programs. It's about the experience. Show it, don't just describe it. So if your marketing looks good but it isn't translating to student engagement or enrollment, it's time to go deeper. Talk to your students, talk to your counselors and, most importantly, listen to what your audience actually needs to hear. I'd love to know where have your marketing strategies fallen flat and what worked when you change direction. Let's keep the conversation going. Subscribe to the future of recruitment and admissions by East Coast Admissions on your favorite platform and, if you are looking for content designed just for students, check out our sister podcast, the East Coast Admissions Podcast. I'm Cleopatra and I'll catch you in the next episode.