Decoding Gen Z: Tailoring Education Marketing for the Next Wave

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Decoding Gen Z:
Tailoring Education Marketing for the
Next Wave

Our HEM Presenters today
2
Scott Cross
Regional Manager
North America
Valentin Wimel
Inbound Marketing
Manager at HEM

▪ Understanding Gen Z
▪ Incorporating Persona Building in
Targeting Gen Z
▪ Marketing Strategies for Gen Z
▪ Gen Z Engagement Tactics
▪ Metrics and Analytics
▪ Key Takeaways
Agenda
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Understanding Gen Z: An In-depth Analysis

Gen Z at a Glance: Demographics Unveiled
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➔ Born between 1997 and 2012.
➔ Gen Z ranges in age from 12
to 27 years old.
➔ Known for their
tech-savviness, value-driven
decisions, and distinctive
educational choices.

Audience Poll #1
6
What do you believe is the most influential factor in Gen Z's decision-making
process for their education and career choices?
A. Digital and social media influence
B. Desire for financial security and job stability
C. The impact of global issues and sustainability concerns
D. The value of diversity and inclusivity in their environment
E. All of the above

Core Characteristics
7
Digital Natives Diversity and Inclusivity Pragmatism and
Financial Mindfulness
Mental Health
Awareness
Brand and Value
Consciousness
Seeking Meaningful
Work

Digital Expectations and Value-Driven Choices
8
Digital Engagement Changing Educational
Preferences
Value-Driven Decisions
As digital natives, Gen Z
expects education
providers to be
technologically adept.
This requires a strong
online presence and
digital marketing
strategies.
They favor interactive
and tech-enhanced
engagement &
learning experiences.
Educational institutions
must align with Gen Z's
values like
diversity, inclusivity, and
sustainability
to attract them.

Gen Z's Impact on Education Marketing
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Gen Z expect educational institutions to have a strong online presence and to utilize
digital marketing strategies effectively.

Gen Z's Communication Preferences
10
Gen Z seeks information from multiple touch points such
as websites, social media, and other channels.
Gen Z prefers conversational and transparent
communication.
They are more likely to engage with authentic and
user-generated content that reflects their diverse and
inclusive mindset.

Gen Z's Digital Consumption at a Glance
11
68% of Gen Zers
use TikTok.
*U.S. only
Source: Morning Consult
More than 80%
of Gen Zers
spend their time
on YouTube.
*U.S. only
75% of Gen Zers
are present on
Instagram.
*U.S. only

Understanding Gen Z Search Behaviours
12
Mobile-First
Visual Content
Preference
Use of Social
Media for
Search
Voice Search
Short Attention
Span
Authenticity and
Trustworthiness
How-To
Content

Challenges in Reaching Gen Z and Addressing Their Needs
13
Digital
Saturation
Value
Alignment
Authenticity
and Trust
Rapidly
Evolving
Trends

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Incorporating Persona Building in Targeting
Gen Z

Step 1: Identify Key Demographics, Motivations, and
Concerns
15
Identify possible Gen Z segments, their demographics, motivations and concerns. For example:
This information will shape your content and messaging strategies, ensuring they
resonate with the specific needs of your audience.
school
school’s
your

Step 1: Identify Key Demographics, Motivations, and
Concerns
16

Step 2: Preferences, Behaviours, and Values
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● Which digital platforms do they spend most
of their time on, and for what reasons?
● In what format do they prefer to consume
educational content (e.g., videos, blogs,
podcasts)?
● What are their main considerations when
choosing an educational institution?
● How do they prefer to engage with schools
or educational content online?
● What are their career aspirations, and how
do they plan to achieve them?

▪ Craft customized messaging that speaks to your
Gen Z personas to ensure all your marketing
communications are relevant and engaging to
each identified persona segment.
▪ Highlight your institution's commitment to values
important to Gen Z, such as diversity and
sustainability, through storytelling.
▪ Use personas to tailor these narratives, making
them more impactful and aligned with the
interests and values of your audience segments.
Step 3: Apply Persona Insights
18

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Marketing Strategies for Gen Z

Do you have specific marketing strategies directed at Gen Z?
a) Yes
b) No
c) Planning to develop
Audience Poll #2
20

Platform Selection:
Focus on platforms popular with Gen Z, such as
TikTok and Instagram.
Content Style:
Create authentic, engaging, and visually
appealing content. Gen Z prefers real, unfiltered
insights over polished corporate messages.
Student Ambassador Collaborations:
Work with student ambassadors who resonate
with Gen Z students.
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Leverage Social Media

Video Content:
Invest in creating short, engaging video content.
This can range from informational videos to
virtual tours of your institution.
TikTok and Reels:
Use platforms like TikTok and Instagram Reels
for short, impactful messages that align with
current trends and challenges.
22
Don’t Forget About Video and Short-form Content
Source: Oxford University | TikTok

Online Communities:
Create and nurture online forums or groups
where prospective and current students
can interact.
Real-time Interaction:
Use chatbots and live chat to provide
immediate assistance and engage users on
your website.
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Foster Community and Engagement

Virtual Events:
Host webinars, virtual open days, and
online Q&A sessions that allow prospective
students to experience your institution’s
environment and culture.
Social Media:
Use your social media platforms to provide
Gen Z with an understanding of what it
means to be part of your community.
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Engage Through Experiential Marketing

Educational Content:
Provide valuable content that helps Gen Z in their
decision-making process, such as tips for choosing the
right course or career guidance.
Blogging and SEO:
Maintain an active blog with SEO-optimized content to
attract organic traffic and establish authority.
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Develop a Strong Content Marketing Strategy
Source: Cambridge University | YouTube Shorts

Encourage UGC:
Motivate current students to share their
experiences online. Feature their content
on your platforms to showcase authentic
student life.
Hashtag Campaigns:
Create and promote hashtags for events or
specific campaigns to encourage
participation and content creation.
26
Implement User-Generated Content (UGC)
Source: University of British Columbia | TikTok

Encourage UGC:
Motivate current students to share their
experiences online. Feature their content
on your platforms to showcase authentic
student life.
Hashtag Campaigns:
Create and promote hashtags for events or
specific campaigns to encourage
participation and content creation.
27
Implement User-Generated Content (UGC)
Source: University of British Columbia | TikTok

Stay Updated:
Keep abreast of the latest trends and
interests of Gen Z.
Feedback Loops:
Regularly gather feedback through surveys
or social listening to understand their
evolving needs and refine your strategies
accordingly.
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Adapt to Changing Trends and Feedback
Source: Oxford University | TikTok

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Social Media Trends: Examples
Source: London School of Economics | TikTok Source: University of Toronto | TikTok Source: University of Melbourne | Instagram
POV Trend Wes Anderson Trend ASMR Trend

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Gen Z Engagement Tactics

Interactive Content
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● Quizzes and Polls:
Create fun and engaging quizzes or
polls that Gen Z can participate in.
These can be themed around career
choices, educational interests, or
lifestyle preferences.
● Gamification: Incorporate game
elements into your content.
Example - a virtual campus scavenger
hunt where participants gather
information about different departments
or courses.

Leverage Paid Ads to Reach Gen Z
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Try:
● Using platforms heavily frequented by
Gen Z, like Instagram for targeted ads.
● Designing visually appealing ads that
convey your message quickly.
● Create short, compelling video ads that
can be used on YouTube, TikTok, or as
Instagram Stories.
● Implement retargeting strategies to
re-engage users who have visited your
website

Inbound Marketing Approaches for Engagement
33
Content Marketing Email Marketing
65-70% Gen Zers prefer email*
Podcasts and Web
Series
Produce blogs that are
relevant and valuable to
Gen Z, such as guides on
choosing the right course,
tips for campus life, etc.
Optimize your content for
search engines to increase
visibility and organic reach.
Send personalized and
informative emails to
prospective students who
have shown interest.
This could include
information about courses,
upcoming webinars, or
student life.
Create podcasts or web
series discussing topics
relevant to Gen Z, such as
career advice, student
experiences, or
discussions on current
educational trends.
Sources: 1 & 2

34
Metrics and Analytics

Website Analytics
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Page Views and Unique Visitors
Bounce Rate
Time on Site
Measures the volume of interest in your
content.
Indicates if the content meets
Gen Z's expectations.
Helps understand how
engaging the content is.

Social Media Engagement
36
Likes, Shares, Comments
Follower Growth
Engagement Rate
Gauge content popularity and interaction
levels.
Tracks the expanding reach of your institution.
Measures the level of active interaction
compared to the number of followers.

Content Performance
37
Video Views and Watch
Time
Click-Through Rate
(CTR)
For platforms like YouTube,
indicating content relevance
and engagement.
Measures the effectiveness of
calls-to-action in emails, ads,
and social posts.

Feedback and Interaction
38
Survey Responses
Direct Messages and Comments
For platforms like YouTube, indicating
content relevance and engagement.
Measures the effectiveness of calls-to-action
in emails, ads, and social posts.

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Key Takeaways

Gen Z is digitally driven and prefers social
media and video content over traditional search
engines and written content.
Key Takeaways
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Gen Z expects current and trendy
approaches from educational institutions.
Gen Z values authenticity, transparency, and
inclusivity.
Schools should focus on mastering
various social media channels, rather
than relying solely on a couple of platforms.
Representation in visual content and
user-generated testimonials are essential
for building trust with this demographic.
Incorporating social media SEO is
crucial for reaching Gen Z effectively.
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2
3
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5
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Get Our Free Gen Z Readiness Assessment!

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Contact HEM for Customized Solutions
Scott Cross
North America Regional Manager
514-312-9048
scross@higher-education-marketing.com
Erik Fiuza
Europe & UK Business Development
+353 83 837 0646
efiuza@higher-education-marketing.com

INFO@HIGHER-EDUCATION-MARKETING.COM
6560 DE L'ESPLANADE, SUITE 204
MONTREAL, QUEBEC H2V 4L5
+1-514-312-3968

Decoding Gen Z: Tailoring Education Marketing for the Next Wave

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