This document provides guidance on developing an effective social media strategy for student recruitment. It discusses defining student personas to focus content creation, developing messages targeted to each stage of the enrollment journey from awareness to enrollment, and using paid social advertising. Key recommendations include aligning social content and channels with persona research, measuring engagement and conversions, and integrating social media efforts with the school's customer relationship management system.

1. Social Media
Through the
Enrollment
Journey

2. • Social media strategy basics
• Defining your personas to build a content strategy
• Creating social media content for your prospective
student audience
• Connecting with your prospects on social media
• Reaching new prospects with paid advertising
• Measuring the success of your social media campaigns
Today’s Presentation

3. Benefits of Social Media Marketing for Schools

4. Social media…
• amplifies your school’s brand
• provides an engaging community for
your followers
• helps promote your content
• supports SEO
• helps people make decisions
Social Media as a Decision Engine in Education
www.chegg.com

5. Core Elements of a Social Media Strategy

6. Social Media as part of your Inbound Marketing Strategy
Blog

7. We have a question for you …
Does your school have a
defined social media
strategy?
Yes
No
Not SureC
B
A

8. Start by Defining Your Student Personas
Segment prospects by:
● Program
● Level
● Location
● ______________
… and research their distinct
characteristics

9. Consolidate Data into Profiles
PROSPECTIVE INTERNATIONAL STUDENT

10. Tap Into Common Interests, Goals, and Desires
Your persona’s motivations should drive the
messaging of your social media efforts

11. Address Common Pain Points
Focus on overcoming key barriers in the
admissions process

12. Develop Key Messages

13. Use Personas to Focus Your Social Initiatives

14. Creating Social Media Content
for Each Stage of the Enrollment Journey

15. Here’s another question …
Does your social media
content address each of the
stages of the
enrollment journey?
Yes
No
Not SureC
B
A

16. The Awareness Stage
• Share website content to drive prospects to your site
• Showcase student life on your campus
• Use popular hashtags to increase your visibility
• Create Stories for optimum engagement

17. Share Website Content on Social Media
Publish content on your website
Share on Facebook
Share on
Twitter
Share on LinkedIn

18. Showcase Student Life
Capture events & activities
Highlight student clubs,
groups, & sports teams

19. Use Popular & Relevant Hashtags
Business Schools
Language Schools
Career Colleges
● #mba
● #busedu
● #finance
● #careerteched
● #skilledtrades
● #CTE
● #StudyAbroad
● #LearnEnglish
● #ELS
Use branded hashtags

20. Stories On Facebook and Instagram
Stories combine text,
visuals and effects into a
scrolling slideshow

21. Expand your reach with TikTok
An Intro to TikTok:
● Social media giant with 2.3
billion downloads
● Primarily Gen Z audience
● Content = 15s videos
● Offers in-app video editor
● Known for viral challenges
& trends
Handshake challenge
Dance challenge

22. Creating Social Media Content for The Consideration Stage
• Focus on preparing students for their studies
• Offer online campus tours for international students
• Stream live tours/Q&As for prospects
• Use Direct Messaging to respond to inquiries

23. Video Campus Tours on Social Media

24. Stream Live Q&As from Your School
Respond to
prospect’s
questions in
real time

25. Create TikToks Showcasing Your School
TikToks are 15-second
videos perfect for
introducing future
students to your school
Show off your campus!

26. Direct Messaging (DM) for International Prospects
Include DM info on your website
Top DM Apps
1. WhatsApp
2. FB Messenger
3. Viber
4. WeChat

27. Connect with Facebook Users on Messenger

28. Creating Social Media Content for The Decision Stage
• Offer ‘social proof’ to gain an edge on your competitors
• Encourage your current students to leave reviews
• Focus on more direct content that drives students towards
applying/booking

29. Use Student Success Stories as Social Proof

30. Provide important recruitment info

31. Encourage Grads to Leave Reviews on Facebook & Google
Respond
to both
positive and
negative
reviews

32. Drive Students Towards Booking on Social
Remind
prospects
about
upcoming
events, start
dates, and
deadlines

33. Creating Social Media Content for Enrolled Students
• Provide helpful local info for your current students
• Feature them in your posts
• Encourage them to share photos through contests

34. Post Helpful Local Info for Your Current Students

35. Celebrate your future students

36. Put Your Current Students Front and Centre
Share
quotes
&
testimonials
from current
students

37. Build Your Brand with Simple Social Contests

38. Planning Your Social Media Advertising
• Social Ads: Engagement or Conversions
• Who do I target?
• What social network should I use?
• What ad placements should I choose?
• Where do I send my ad traffic (when they click)?

39. Poll #3: Social Media Advertising

40. Measure the Social Activity Directed to Your Website

41. Choose Your Ad Placement
Newsfeed Desktop MessengerNewsfeed Mobile

42. 42
Monitor the Performance of Your Ads by Placement
Format

43. Facebook Ads Can Drive Inquiries

44. Use Detailed Targeting to Reach Your Prospects

45. Last question …
Does your school measure
and track outcomes of its
social media strategy?
Yes
No
Not SureC
B
A

46. Social Engagement vs Conversions

47. Integrate your Social Ads to your CRM

48. 48
Recap
• Align your social media strategy with your target personas
• Think carefully about your channels and post schedule
• Create social content for every stage of the admissions journey
• Supplement your organic efforts with paid social advertising
• Measure your results for continuous improvement

49. Reminder
All of you will receive the recording
of this webinar,
plus the slide deck we’re using.

50. Our Offer for You!

51. Got any Questions?
Chris Dargiewicz
Europe Client Representative
chris@higher-education-marketing.com
Tel: +48 600 554 333
Alex Lamont
UK Client Representative
alamont@higher-education-marketing.com
Tel: +44 784 558 0402
Archie Pollock
UK Regional Manager
archie@higher-education-marketing.com
Tel: +44 795 797 4939

52. Got any Questions?
Scott Cross
US Client Representative
scross@higher-education-marketing.com
514-312-3968 x 117
Greig Ah Now
Canada Client Representative
greig@higher-education-marketing.com
1-416-203-9192