Marketing in higher education is more complex than ever. Universities and colleges must engage a diverse audience—prospective students, parents, alumni, and donors—while finding the right balance of strategies to maximize both reach and effectiveness.
While digital marketing dominates today’s landscape, traditional methods still remain relevant — especially as research suggests Gen Z is showing renewed interest in print media. So, which approach is best for higher education? The answer can be found in a strategic blend of both. Let’s explore how traditional and digital marketing function in higher ed, the audiences they best serve, and why an integrated approach is essential for successful marketing.
Traditional Marketing for Higher Education
Traditional marketing refers to time-tested methods of advertising and outreach that predate the digital era. In higher education, this includes:
- Print advertisements (magazines, newspapers, brochures).
- Direct mail (postcards, acceptance letters, alumni newsletters).
- Billboards and outdoor signage.
- Radio and TV commercials.
- On campus events.
When is Traditional Marketing Most Effective?
Traditional marketing remains valuable because it provides a tangible experience. Studies have shown that physical materials, such as brochures and direct mail, can create a stronger emotional connection than digital ads.
This can be particularly relevant for fundraising campaigns with alumni and donors, acceptance and informational materials for newly accepted students and their families, and building relationships with people or other organizations in the local community.
Digital Marketing for Higher Education
Digital marketing leverages online platforms to connect with target audiences in real-time. It includes:
- Social Media Marketing: Instagram, TikTok, LinkedIn, and YouTube content designed for engagement.
- SEO & Paid Search Ads: Optimizing websites and using paid ads to increase visibility.
- Email Marketing: Automated campaigns targeting prospective students, parents, and alumni.
- Content Marketing: Blogs, student testimonials, and virtual campus tours.
Why Digital Marketing Matters
With Gen Z spending much of their time online, digital marketing provides cost-effective and highly targeted ways to engage them.
With digital marketing strategies, institutions can engage prospective students on platforms where they already spend their time, personalize email outreach campaigns with customized information based on student interests, and generally increase visibility and awareness of the school, ensuring programs are easily found.
The Case for a Blended Approach: An Integrated Approach
Higher education institutions can maximize their outreach by blending traditional and digital marketing strategies. Rather than viewing them as separate strategies, universities can blend the two to create a seamless experience for different audiences.
Traditional methods, such as acceptance letters, alumni magazines, and direct mail, provide credibility and a tangible connection, while digital tools — social media, email campaigns, and virtual tours — enhance engagement and accessibility.
Combining the two creates a comprehensive strategy that enables schools to distribute and reinforce their most critical messaging across multiple channels while building trust and credibility.
Gen Z & the Revival of Print Marketing
A surprising trend has emerged: despite being digital natives, Gen Z values print media more than expected. As Gen Z is the generation of current and prospective college students, this is critical for schools to keep in mind as they weigh different marketing approaches.
Studies show that Gen Z feel happier receiving cards, letters, and packages than receiving video calls, emails, or texts, and, when it comes to college communications specifically, direct mail was the second-most preferred communication channel for students. They’ve stated that since they don’t receive mail, it feels more special when they do. Additionally, they found that 55% of parents felt that the direct mail they or their students received was the most memorable.
This shift indicated that higher ed institutions should not overlook the power of well-crafted print materials.
How Institutions Can Leverage Both
There are multiple ways for higher education institutions to utilize both traditional and digital marketing strategies in the overarching web of their marketing efforts.
For example, acceptance packages can be personalized with QR codes linking to congratulatory videos, while alumni fundraising efforts can pair direct mail with interactive crowdfunding platforms. Campus tours can integrate printed visitor guides with augmented reality (AR) features, allowing students to scan buildings for additional content. Institutions can also combine print ads in high school magazines with geo-targeted social media campaigns to reinforce brand presence.
Event marketing also benefits from this hybrid approach—open houses and college fairs can be complemented with digital follow-ups, such as live streamed Q&As and personalized email sequences. Content marketing, too, thrives when institutions publish print magazines featuring faculty research while sharing student testimonials through video and social media platforms.
By strategically integrating traditional and digital methods, institutions can ensure they’re engaging prospective students, parents, alumni, and donors productively. Traditional marketing fosters trust and memorability, while digital platforms provide convenience and interaction. A well-balanced strategy allows colleges and universities to remain relevant, adaptable, and capable of reaching their diverse audience where they are.
Marketing to Multiple Audiences
Higher education institutions must communicate effectively with a variety of audiences, each with distinct priorities, motivations, and preferred communication methods. While prospective students are the primary focus of most marketing efforts, colleges and universities must also engage parents, alumni, and community stakeholders to build a well-rounded and sustainable marketing strategy.
1. Prospective Students: Engaging the Next Generation
Even though prospective students may prefer print materials compared to other generations, they still primarily consume content through online and social media platforms. They expect highly visual, interactive, and mobile-friendly content that allows them to explore colleges on their own terms.
Leveraging platforms like TikTok, Instagram, and YouTube to provide engaging, student-driven content. Think campus tours, day-in-the-life videos, and Q&A sessions. Relying on digital marketing as well for personalized email and SMS campaigns to tailor outreach and provide highly relevant information on academic programs, scholarships, and student life.
Turn to traditional marketing methods to make prospective students feel special and appreciated. This can be accomplished using direct mail for printed brochures and acceptance packets, and ensuring the institution has a strong presence at high school college fairs and other opportunities for in-person engagement.
2. Parents & Families: Influencing the Decision-Making Process
Parents and guardians play a crucial role in the college decision process. While students may fixate on campus/student life, parents tend to focus more on aspects such as academic quality, financial aid, career outcomes, and campus safety. Institutions need to communicate with parents in a way that builds trust and reassures them that the university is the right choice for their child.
Implementing direct mail campaigns to distribute financial aid brochures, program booklets, and even invitations to parent-specific campus events will provide them with structured, reliable information. Additionally, ensure that parents have access to and opportunities for events like info sessions where admissions officers answer questions regarding academics, campus safety, and career prospects.
Reaching parents digitally through targeted email newsletters that provide regular updates on important deadlines and even student success stories will resonate with your audience. Building a presence on LinkedIn can also aid in reaching parents, especially when highlighting graduate success stories and any employer partnerships.
3. Alumni & Donors: Fostering Long-Term Engagement
Alumni are key stakeholders who contribute to a university’s long-term success through donations, mentorship programs, and brand advocacy. To maintain alumni engagement, institutions must foster a sense of community and nostalgia while also demonstrating the impact of their support.
Utilizing traditional strategies like print alumni magazines to highlight campus developments or faculty achievements. Spend the extra time and attention to write handwritten thank you notes for major donors since personalized touch points can reinforce feelings of appreciation and deepen relationships. Investing in in-person reunions and fundraising galas can help alumni maintain a sense of connection, even though they’re no longer on campus.
Staying in touch with alumni and building communities on digital platforms facilitates a space for them to connect with one another. This can be achieved by creating Facebook groups, or helping alumni connect on LinkedIn. Launching digital fundraising campaigns with email or SMS outreach will make donation easy. Advertising digital events like online speaker series or career panels that alumni can attend and engage with from anywhere extends your reach.
A Holistic Approach: Tailoring the Message for Each Audience
Successful higher education marketing requires a tailored approach that speaks to the unique concerns and interests of each audience:
