Let’s be real—communicating with students in higher ed marketing isn’t a walk in the park. Between trying to capture their attention and making your message stick, it can feel like shouting into the void sometimes. But it doesn’t have to be that way. When you really understand what makes students tick, you can create messaging that cuts through the noise and speaks directly to them.
Here are five tips on how to make sure your messaging not only gets noticed but actually makes an impact.
1. Speak Their Language
We’ve all heard it before: know your audience. But when it comes to students, it’s more than just knowing where they’re hanging out online (spoiler: mostly TikTok and Instagram). It’s about speaking in a way that resonates.
Gen Z, in particular, can smell inauthenticity from a mile away, so leave the corporate-speak at the door. Your messaging should feel like a conversation, not a sales pitch. Showcase real student stories and experiences that make them say, *“Yep, that’s me. I can see myself here.”*
2. Make It Visual
Students live in a fast-paced, visually driven world. Long emails filled with blocks of text? That’s a quick ticket to their trash folder. Instead, lean into video content, quick graphics, and bold imagery to get your message across.
Think short, snappy videos—like a day in the life of a student or behind-the-scenes moments from campus events. And don’t be afraid to have some fun with it! Visual storytelling is the key to drawing them in and keeping them engaged.
3. Show the Value—Loud and Clear
Here’s the thing: students are making one of the biggest investments of their lives by choosing a college, so they need to know what’s in it for them. Your messaging should focus on the value your institution brings.
Are your grads landing great jobs? Show it. Do you have internship opportunities that get students real-world experience? Highlight that. If you can clearly answer the question, *“What’s in it for me?”* you’re already halfway there.
4. Personalize, Personalize, Personalize
Oh – did I mention…personalize?
Students expect personalized experiences from just about everything these days, and higher ed marketing is no exception. Gone are the days of sending the same blanket message to every student on your list. Instead, use the data you have to send tailored communications that speak to where they are in their journey.
For example, a prospective student looking at nursing might be more interested in content about clinical experiences and hands-on learning, while a current student is more interested in hearing about on-campus opportunities and student life. Personalization makes your message feel intentional and relevant—and that’s what sticks.
5. Engage, Don’t Just Talk
Students don’t just want to be talked at; they want to engage with your brand. This is where social media shines. Instead of simply posting announcements, use your platforms to start conversations. Polls, Q&As, live events—these all give students the chance to connect with your institution in a way that feels natural and fun.
The goal is to create a community where students feel heard and valued, not just marketed to.
Final Thought?
Keep It Real.
At the end of the day, effective messaging for students is all about keeping it real. They can tell when you’re being authentic, and they appreciate that honesty. Show them the challenges, the excitement, the growth—all of it. When your messaging reflects the real student experience, you build trust, and that trust is priceless.
So whether you’re attracting new students or staying connected with current ones, make sure your communication feels like it’s coming from a place of authenticity and connection. Because that’s what really resonates.
