An Open Letter to the VCs, Trustees, and Principals of Academia

Dear Esteemed Leaders of Academic Institutions/Colleges/Universities,

As a part-time - by choice - academician for around fifteen years, I have observed a critical marketing pattern among educational institutions (non-IIMs and IITs) in India.

Traditionally, colleges and universities invest heavily in advertising for lead generation during the peak admission season, primarily from March to July, which you can consider seasonal advertising.

While this approach undoubtedly generates visibility during a crucial period, it overlooks the potential and efficacy of maintaining a consistent digital marketing presence throughout the year.

The Flaws of Seasonal Advertising

Seasonal advertising, predominantly through traditional mediums such as print, radio, and television, has been a staple for many institutions. However, this approach has several limitations:

1. Limited Reach and Engagement: Traditional advertising is often expensive and provides limited engagement metrics. Unlike digital marketing, it lacks the ability to interact with the audience or track their responses effectively.
2. Short-lived Impact: The visibility gained through seasonal campaigns is transient. Once the campaign ends, so does the momentum, making it challenging to sustain brand recall among potential students and parents.
3. Missed Opportunities: Parents and students today are tech-savvy and proactive. They begin their research well before the admission season, seeking detailed information about institutions. Relying solely on seasonal advertising means missing out on engaging with these prospective students and parents early in their decision-making process.

Does it mean you should not invest in traditional mediums? You must do so. Omnichannel is the best policy, but let the expert marketing professionals guide you on this.

Imagine that after spending lacs of rupees on traditional ads, you still get more admission through word of mouth!

You do not know about ROAS (Return on Ad Spend). Still, you are doing it because other institutes are doing it!

What is the other way to promote your institute? Digital marketing? Why?

The Digital Marketing Advantage

Digital marketing offers a dynamic and cost-effective alternative that complements traditional advertising and enhances its impact.

Here’s why educational institutions should embrace digital marketing as a year-round strategy:

1. Continuous Engagement: Digital marketing allows institutions to dialogue with their audience constantly. You can keep parents and students informed and engaged throughout the year through social media, email newsletters, and content marketing.
2. Targeted Campaigns: Digital platforms enable precise targeting based on demographics, interests, and behaviours. This ensures that your marketing efforts reach the right audience, maximising the return on investment.
3. Measurable Results: Unlike traditional advertising, digital marketing provides detailed analytics and metrics. You can track the performance of your campaigns in real time, measure engagement, and adjust strategies based on data-driven insights.
4. Cost-Effectiveness: Digital marketing is often more cost-effective than traditional media. It allows for flexible budgeting and scaling of campaigns according to your needs and resources.
5. Building Trust and Authority: Consistent content marketing, such as blogs, videos, and webinars, positions your institution as a thought leader. This builds trust and authority among prospective students and parents, influencing their decisions positively.

Have you ever checked how your institute's website works? Have you ever tried to do an audit of the website? Have you ever tried to understand the user behaviour on the website? Have you ever discussed how digital works with an experienced digital marketing consultant? If not, do it now.

Is doing digital so easy?

How easy is it to teach robotics or total quality management? Can anyone teach these subjects? The answer is yes and no, both! Anyone can teach the subject, but only a few can make it understandable.

Similarly, many can do digital marketing for your institute, but very few can help you make a plan and generate results. You need a full-stack marketing consultation to literally uplift the overall marketing game.

If you feel your students would make some creatives and create Reels for your social media handles, it will generate results; please think again.

Yes, it will keep your social media handles active, but that's not marketing!

Check out the Google results below. Sadly, not a single college or university is ranking in the top positions of SERP! Portals are stealing the show. But then, where are the university's and college's websites?!

The Year-Round Digital Marketing Strategy

To harness the full potential of digital marketing, academic institutions need to adopt a comprehensive, year-round strategy. Here’s a blueprint for success:

1. Awareness Stage

Objective: Increase brand visibility and attract prospective students.

• Content Marketing: Publish blogs, articles, and videos highlighting your institution’s unique strengths, achievements, and student success stories.
• Social Media Marketing: Maintain an active presence on platforms like Facebook, Instagram, LinkedIn, and X. Share engaging content, run contests, and interact with your audience regularly.
• SEO and SEM: Optimise your website for search engines to improve organic rankings. Invest in paid search advertising to spread awareness throughout the year. Run lead generation campaigns during the admissions period.

2. Consideration Stage

Objective: Nurture leads and build relationships with prospective students and parents.

• Email Marketing: Develop an email newsletter campaign to keep subscribers updated with the latest news, events, and admission information.
• Webinars and Virtual Tours: Host webinars and virtual campus tours to provide an immersive experience to prospective students and their parents.
• Content Personalisation: Use personalised content to address the specific interests and concerns of students and parents.

3. Decision Stage

Objective: Convert leads into admissions.

• Remarketing Campaigns: Use remarketing ads to re-engage website visitors who have shown interest in your institution.
• Testimonials and Case Studies: Share testimonials from current students and alumni and case studies of successful graduates.
• Admission Assistance: Provide clear and accessible information on the admission process, deadlines, and financial aid options.

I urge the VCs, Trustees, and Principals of colleges and universities in Gujarat to rethink their marketing strategies.

Digital marketing is not just an option; it is necessary in today’s competitive educational landscape. Investing in a consistent, year-round digital marketing strategy ensures sustained visibility, engagement, and, ultimately, higher admissions.

Digital marketing is not merely about technology; it is about connecting with your audience where they spend most of their time – online.

It is about telling your institution’s story in a way that resonates with prospective students and parents, influencing their decisions positively.

As we move forward in this digital age, let us welcome the change and leverage digital marketing to its fullest potential. Your institution’s growth and success depend on it.