The changing information-seeking habits of Gen Z and the increasingly competitive admissions landscape are compelling universities to innovate their communication strategies.
Challenges demanding innovation in university marketing strategies
As higher education transitions from a public benefit to a self-financed service, attracting Gen Z “customers” requires universities to make their educational “products” more appealing. Growing up in the digital age, Gen Z is constantly exposed to a wealth of creative and entertaining content on social media, consuming information at a rapid and continuous pace. This shift in information consumption habits necessitates a change in universities’ marketing strategies.
The rising number of universities and the diverse range of majors make it increasingly challenging to ensure consistent enrollment across all programs, especially for specialized fields. The “admissions race” is no longer just about the quality of education but also about creative communication strategies that make a school stand out.
Therefore, innovation is the key for universities to thrive in the fiercely competitive admissions landscape.
Innovative admissions marketing helps universities attract more applicants
New approaches in university admissions communication
Investing in communication innovation is not only a trend but also a smart strategy that brings numerous benefits to universities, such as:
- Enhanced interaction and connection with potential students
- Increased brand awareness and differentiation
- Improved conversion rates
Diversifying creative formats makes admissions content more impactful
To succeed in the admissions race, universities are adopting fresh and creative communication strategies that resonate with the younger generation:
- Diversifying content creation on social media with various formats and design styles, creating a strong visual impression on viewers: GIFs, Infographics, Motion Graphics, Livestreams, Minigames…
- Using youthful and trendy language to create a sense of familiarity, humor, and alignment with the information consumption culture of young people.
- Personalizing messages for different target groups to focus on the specific benefits that the program and the university can offer prospective students.
- Leveraging the power of Influencer Marketing to spread messages wider and reach the right target audience.
- Applying new technologies, including artificial intelligence (AI) and other forms, to enhance creative experiences and interaction on social media.
Achieving admissions success with GAPIT Media
As a trusted partner of numerous universities during admissions seasons, GAPIT Media has collaborated with institutions to develop and implement effective communication campaigns, helping them achieve their enrollment goals.
With creative big ideas and consistent communication strategies, GAPIT Media has helped Phenikaa University achieve remarkable success in enhancing its brand, attracting potential students, and solidifying its position in higher education.
Eye-catching admissions visuals of Phenikaa University
For the School of Business and Management (HSB) – Vietnam National University, Hanoi – a fresh approach to content delivery has rejuvenated the school’s image, making admissions information about its internationally accredited programs more accessible and engaging for prospective students.
An admissions banner of the School of Business and Management (HSB) – Vietnam National University, Hanoi
Explore more of GAPIT Media’s education case studies to discover the keys to success for universities participating in the “race” to innovate their communication strategies.
