Topics: Marketing Toolkit, Higher Ed Marketing
Choosing the right marketing agency for your college or university is a pivotal decision. It's an investment in your institution's future, impacting everything from student recruitment to alumni engagement and overall brand perception. However, the landscape is complex, and missteps can lead to wasted resources and missed opportunities. See five mistakes to avoid when choosing a higher education marketing agency.
#1 Focusing Solely on Cost (Ignoring Value)
It's tempting to opt for the cheapest higher education marketing agency, especially with tight budgets. However, "you get what you pay for" often rings true. A low-cost agency might lack the specialized expertise, industry insights or cutting-edge tools needed to deliver impactful results.
+ Learn what the right higher education marketing agency can do for you.
The Mistake: Prioritizing price over the agency's track record, portfolio and understanding of the higher education sector.
The Solution: Focus on value. Request detailed proposals outlining the agency's strategies, metrics for success and past performance. Consider the long-term return on investment (ROI) rather than just the initial cost.
#2 Neglecting Specialization in Higher Education
Marketing a university is vastly different from marketing a consumer product. Understanding the unique challenges and opportunities of the higher education sector is crucial.
+ Learn what makes for a winning college recruitment ad.
The Mistake: Hiring a generalist agency that lacks experience in higher education marketing.
The Solution: Seek an agency with a proven track record in the education sector. Look for case studies, testimonials, and a deep understanding of student demographics, enrollment trends and academic branding.
“If you provide capital and expertise to an area that is starved for capital and expertise, really good things will happen.”
- NATHAN MYHRVOLD
#3 Overlooking Data-Driven Strategies
In today's digital age, data is king. Effective marketing relies on analytics to track performance, optimize campaigns and make informed decisions.
+ Learn how to measure the success of your higher ed ad campaign.
The Mistake: Choosing an agency that relies on gut feeling rather than data-driven strategies.
The Solution: Inquire about their data analytics capabilities, reporting tools and experience with A/B testing and campaign optimization. Ensure they can provide clear, actionable insights.
#4 Ignoring the Importance of a Comprehensive Digital Strategy
Higher education marketing is increasingly digital. From social media to SEO and paid advertising, a robust digital strategy is essential.
The Mistake: Selecting an agency that focuses solely on one aspect of digital marketing, like social media, while neglecting others.
The Solution: Look for an agency that offers a comprehensive suite of digital services, including SEO, content marketing, social media management, email marketing and paid advertising. Ensure they can integrate these strategies into a cohesive plan.
#5 Not Checking References and Case Studies
Past performance is a strong indicator of future success.
The Mistake: Relying solely on the agency's self-promotion without verifying their claims.
The Solution: Request references from past clients and carefully review case studies. Pay attention to the agency's ability to deliver measurable results and overcome challenges.
+ See successful student recruitment marketing campaigns in action.
Choosing the right higher education marketing agency is a strategic investment that requires careful consideration. By avoiding these common mistakes, you can find a partner that aligns with your institution's goals and helps you achieve sustainable growth. Take your time, conduct thorough research and prioritize value over cost. Your institution's future depends on it.
See our complete guide: Recruiting Students – A Marketing Plan to Increase College Enrollment.
Here at MSSmedia, we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSSmedia a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!
