1. The Year In Higher Education Marketing:
Trends of 2013
Slide 1
The Year In Higher Education
Marketing: Trends of 2013

2. The Year In Higher Education Marketing:
Trends of 2013
Slide 2
1) Content continues to be king
2) Social Media’s dizzying evolution
3) Brand management with mobile-first, engaging websites
4) Innovative lead generation
5) International student recruitment
6) Analytics solutions for improved measurement
Overview
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

3. The Year In Higher Education Marketing:
Trends of 2013
Slide 3
 Quality content is more important than ever to engage
website viewers and increase search engine recognition
 We've written about:
 establishing a content culture at your school using the 70/20/10
content marketing formula
 creating an efficient editorial calendar
 increasing your college's visibility by developing valuable content
curation from related outside sources.
1. Content continues to be king
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

4. The Year In Higher Education Marketing:
Trends of 2013
Slide 4
 An effective content sharing strategy:
 makes your blog the anchor of your content marketing
 Special events, such as a graduation ceremony, can be
good occasions to base new content around
 Promotional video content is only going to grow in
importance going into 2014
1. Content continues to be king
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

5. The Year In Higher Education Marketing:
Trends of 2013
Slide 5
 To truly maximize the impact of great content, strategic
promotion is necessary to spread the word throughout the
top social media platforms.
 Earlier this year, we offered:
 time-saving tips to streamline your college’s social media activities
 Optimizing your social media strategy means understanding
how your efforts will accomplish your institution’s goals
2. Social media’s dizzying evolution
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

6. The Year In Higher Education Marketing:
Trends of 2013
Slide 6
 Facebook is still the dominant social network and we have
written previously about its gradual commercialization, such
as:
 using the Power Editor to place ads in newsfeeds
 generating engagement through your Facebook cover
 This year has seen:
 Google+ become impossible to ignore
 LinkedIn made a splash with its university pages designed to attract
prospective students
 Instagram, Twitter, Pinterest and Tumblr all made news in student
recruitment circles
2. Social media’s dizzying evolution
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

7. The Year In Higher Education Marketing:
Trends of 2013
Slide 7
 Sharing content through image and micro-video will become
even more prominent in 2014
 As social media becomes increasingly monetized, schools
will have:
 to decide whether social advertising is worth the
investment, compared to PPC and other campaigns
2. Social media’s dizzying evolution
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

8. The Year In Higher Education Marketing:
Trends of 2013
Slide 8
 Coming into 2013, responsive web design was the big
buzzword
 As prospective students are increasingly mobile-only and
have little patience for poorly functioning websites:
 most colleges and universities are at some stage of making their
sites responsive.
 When moving to a mobile-first mindset, readability
regardless of device and understanding typical user
behaviour are key considerations
3. Brand management with mobile-first,
engaging website
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

9. The Year In Higher Education Marketing:
Trends of 2013
Slide 9
 Recognizing that today’s students have grown up constantly
connected to the internet, innovative colleges and
universities are:
 integrating gamification into their lead generation activities to make
the enrolment process more entertaining
 Webcasts, e-newsletters and text messaging are other
popular methods of interacting with potential and current
students
 Using a drip marketing system for lead nurturing has had
proven results for some schools
4. Innovative lead generation
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

10. The Year In Higher Education Marketing:
Trends of 2013
Slide 10
 Leveraging technology, and longer term partnerships and
research, the pursuit of the increasingly younger
international student is getting more competitive
 This year we wrote about:
 optimizing your website for international student recruitment
 specific strategies for recruitment: China, India and South Korea
5. International student recruitment
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

11. The Year In Higher Education Marketing:
Trends of 2013
Slide 11
 Advances in measurement techniques, such as Google
Analytics, have created opportunities for improving web
functionality based on data-driven results
 We have strived to make this admittedly complex process
more transparent through blogs on emerging best practices
in this field
6. Analytics solutions for improved
measurement
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013

12. The Year In Higher Education Marketing:
Trends of 2013
Slide 12
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