Higher Ed Marketing: Navigating a Changing Landscape

In the #digitalmarketing realm, shockwaves from the COVID-19 pandemic—or the “Great Disruption,” as we like to call it—are still reverberating nearly three years after the fact, particularly in the higher education sector.

The sudden and unprecedented shift to remote learning (along with pandemic-induced economic challenges) has required institutions from small, rural liberal arts colleges to large, urban research universities to recalibrate their?marketing approach.

Cyberwoven has been at the center of this challenge, helping schools that are large, small, and somewhere in between navigate this complex, unfamiliar terrain with responsive enrollment marketing support.

Recently, we sat down with Dan Hoover , Cyberwoven's Director of Strategy, for a wide-ranging discussion about #highereducation marketing. Dan touched on everything from the priorities of today's nontraditional students to the importance of a?high-quality website?for colleges and universities.

Nontraditional is the Norm

Linear pathways through higher education are a thing of the past.

Whether they’re PhD candidates at research universities or certificate seekers at technical colleges, today’s students pursue their degrees episodically, gathering course credits in piecemeal fashion at a range of institutions, sometimes over a period of many years.

“People are coming in and out of educational contexts at different points in their lives, and with different goals,” Dan says. “We’re seeing the average number of institutions someone attends going up. We’re also seeing people want to take smaller bites of education.”

Flexibility and adaptability are top of mind for today’s students, who usually face scheduling constraints and financial limitations. Dan says that higher ed marketers must bear these realities in mind—emphasizing how the school supports students on their journeys, without making any false promises.

Visit the following link to read the complete article and to learn how Cyberwoven is helping our higher education clients navigate this new landscape.