Multi-Channel Marketing Made Easy: Tips and Strategies to Boost Enrollment.pdf

In today's digital landscape, prospective students are constantly interacting with various platforms—social media, websites, emails, and ads. Are you utilizing these channels effectively to engage them?

Explore expert strategies in our webinar, "Multi-Channel Marketing Made Easy: Tips and Strategies to Boost Enrollment," where we'll walk you through how to maximize your reach, unify your messaging, and optimize your recruitment funnel. Learn how to leverage data-driven insights and take away actionable tips to immediately boost engagement and drive more applications.

Catch the full presentation now.

1. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTINGHIGHER-EDUCATION-MARKETING.COM
Multi-Channel Marketing Made Easy:
Tips and Strategies to Boost
Enrollment

2. HIGHER-EDUCATION-MARKETING.COM 2
Scott Cross
Regional Manager
North America

▪Ad Campaigns | Social Media & Search
▪Creative Design & Branding
▪Inbound Content Strategy
▪Writing Blogs & Social Media Content
▪SEO - Website Builds - Google Analytics 4
▪CRM to Drive Lead Nurturing
▪Student Application Portal

3. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTINGHIGHER-EDUCATION-MARKETING.COM
HIGHER-EDUCATION-MARKETING.COM
▪Overview of Multi-Channel Marketing
▪Benefits of Unified Messaging → Multiple
Channels
▪Key Marketing Platforms & Channel-Specific
Strategies for Education
▪Applying the Student Journey for Multi-Channel
Marketing
▪Synergizing for Maximum Reach and
Engagement
▪Using Automation to Streamline Multi-Channel
Engagement
▪Key Takeaways
Agenda
3

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Overview of Multi-Channel Marketing

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What is Multi-Channel Marketing?
5
Multi-channel marketing involves placing consistent,
related messaging across multiple platforms—
●email
●social media
●paid ads
●blogs
●websites
—to engage prospective students.

Each channel works independently, sharing a
core message, and complementing one another.

The goal: maximize reach by leveraging each
platform’s strengths.

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Why Multi-Channel Marketing is Important in Education
6
Increases engagement by reaching
students on the platforms they use most.


Increased Reach and Engagement Meeting Students Where They Are
Students interact with multiple
touchpoints (email, social media, paid
ads), so multi-channel marketing
ensures schools
engage students
throughout
their journey.

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Each stage of the recruitment funnel —
awareness, consideration, decision, and
enrollment — requires different strategies.

Multi-channel marketing provides tailored
content for each stage.




Maximizing the Student Journey Improved Data and Insights
Engaging students across platforms
provides valuable insights into their
behavior.

This can refine marketing strategies and
drive better results.


Why Multi-Channel Marketing is Important in Education

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Audience Poll #1
8
What’s your biggest challenge with multi-channel marketing?
A.Creating consistent content & messaging across platforms
B.Managing multiple channels efficiently
C.Measuring campaign effectiveness
D.Engaging students at every stage of the recruitment funnel
E.Other

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Benefits of Unified Messaging
Across Multiple Channels

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Consistent messaging across platforms reinforces your school’s core values and strengths,
making your brand memorable.


Benefit #1: Brand Recognition

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A cohesive, well-coordinated message reflects professionalism and increases trust with
students and their families.


Benefit #2: Professionalism and Credibility

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Unified messaging reduces confusion and keeps students engaged by clearly communicating
value propositions across all touchpoints.




Benefit #3: Clarity and Cohesion

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Repeated exposure to consistent messages helps build trust, encouraging students to stay
engaged and ultimately enroll.




Benefit #4: Building Long-Term Trust

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Key Marketing Platforms &
Channel-Specific Strategies
for Education

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Why It Matters: Channels like Facebook,
Instagram, LinkedIn, a& TikTok are
essential for engaging students,
showcasing student life, and fostering
interaction.

Strategy:
Use visually engaging content like
video student testimonials or campus
tours to build rapport with prospective
students.
Combine organic posts with paid ads
to increase reach.


Social Media
✓
✓

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Why It Matters: Paid ads on Google,
YouTube, Facebook/Instagram, and
LinkedIn help target specific
demographics and students actively
searching for educational opportunities.


Strategy:
Create ads with clear calls-to-action
(CTAs), like “Apply Now” or “Request
Info,” and target specific audience
segments based on their interests.


Paid Advertising (Pay Per Click & Social Ads)
✓

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Why It Matters: Providing valuable
content establishes your school as a
thought leader and addresses
prospective students' questions and
concerns.

Strategy:
Create blog series, videos, or ebooks
to offer in-depth information, like “How
to Choose the Right College” or “Top
Scholarships for Students.” Repurpose
this content for social media, email,
and paid ads.




Content Marketing (Blogs, Videos, Ebooks)
✓

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Why It Matters: Your school’s website is
the first place many students visit.
Optimizing it for SEO ensures high
visibility and drives organic traffic.


Strategy:
Optimize key pages (School, Program,
Admissions) for SEO, using targeted
keywords.

Ensure easy access to important info
like application requirements and
virtual tours.






Website & SEO
✓

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Why It Matters: Video is a powerful tool
for storytelling, allowing prospective
students to visualize their experience at
your institution.


Strategy:
Create engaging videos such as “A
Day in the Life of a Student” or
program highlights and distribute them
across platforms like YouTube and
TikTok.








Video Marketing (YouTube, TikTok, Instagram Reels)
✓

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Why It Matters: Email is a crucial tool for
nurturing relationships with prospective
students, offering personalized content,
event invitations, and reminders.


Strategy:
Send tailored emails based on student
behavior:
-program details for those in the
Consideration Stage
-application deadlines for those in the
Decision Stage







Email Marketing
✓

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Why It Matters: Reviews and ratings
play a critical role in a student’s
decision-making process.


Strategy:
Invite current students and alumni to
leave positive reviews, and manage
reviews on platforms like Google
Reviews to enhance
credibility.







Review Platforms (Google Reviews, Facebook Reviews)
✓

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Example of a Successful Multi-Channel Campaign in
Education Marketing

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Defining the Student Journey for
Multi-Channel Marketing

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Defining the Student Journey
24













Each stage has distinct touchpoints. Students engage differently at each stage.
These stages are key to creating targeted, effective campaigns.

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Audience Poll #2
25
How confident are you in creating effective multi-channel marketing campaigns
for each stage of the student journey?
A.Very confident: I have a solid strategy for all stages.
B.Confident in some stages, but need improvement in others.
C.Somewhat familiar, but still need to develop a full strategy.
D.Not confident: I’m just getting started with mapping out the student journey.

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Awareness Stage
26
At the top of the funnel, students are just beginning to explore their options.
Content at this stage should focus on generating interest and capturing attention.

Examples: Blog posts, social media content, video testimonials (YT shorts/TikTok, etc.), and advertising.


University of Toronto: TikTok, Blog, YouTube Shorts

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Consideration Stage
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Here, students are comparing different schools and programs, evaluating which one is
the best fit for them.
The content should provide detailed information to help them make a more informed
decision.

Examples: Virtual campus tours, program overviews, detailed course guides, student success stories, and
webinars. Introductory emails that showcase general school information and campus life.


Concordia University Tour
NYU email

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Decision Stage
28
Students at this stage are ready to make a decision.
Content should focus on reinforcing your benefits & guiding them to application.

Examples: Application guides, scholarship opportunities, program-specific emails, one-on-one
meetings with admissions, and retargeted paid ads with specific CTAs.

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Enrollment Stage
29
Once students have applied, it’s important to continue nurturing them until they enroll.
Providing reassurance and assistance in final steps ensures they stay committed.

Examples: Enrollment reminders, personalized support emails,
and event invites like orientation or Q&A sessions.



London School of Economics Online

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Tips for Synergizing
Email
Social Media
Blog Posts
Paid Ads
for Maximum Reach and Engagement

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#1 Create a Unified Campaign Calendar
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The first step to synergizing content across platforms is to develop a cohesive
campaign calendar. Plan out when and where content will be published.

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#2 Drive Traffic from One Channel to Another
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Leverage each platform to drive traffic to your other marketing channels. This helps
keep the audience engaged and encourages them to explore more content related to
the campaign.







Example:
Use a CTA in your social media posts that drives users to read a blog post on your website, or include social
sharing buttons in your email newsletters to encourage followers to share content with their networks.

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#3 Use Consistent Branding and Messaging Across
Platforms
33
Consistency in visuals and messaging is critical to creating a unified multi-channel
experience. Ensure that branding elements—such as logos, color schemes, and
taglines—are consistent across emails, social media posts, blogs, and paid ads.

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#4 Leverage Audience Segmentation
34
Multi-channel campaigns can be more effective when you segment your audience and
tailor your content accordingly. This ensures that prospective students receive content
that speaks to their specific interests or stage in the decision-making process.



Parents Students




Example:
On social media, create posts that appeal to both prospective students and parents, addressing their unique
concerns.

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#5 Optimize Content Based on Platform Performance
35
Track how content performs across channels and adjust your strategy accordingly.
Some content types may perform better on specific platforms, and by tracking
engagement metrics, schools can tweak their messaging or CTA to maximize impact.


Example:
If Instagram posts featuring student success stories generate the
most engagement, consider using similar content in email campaigns
or paid ads.

Alternatively, if blog posts about program details receive
high traffic but low conversion, you might revise the CTA
or landing page to encourage more applications.

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#6 Use Automation to Simplify Cross-Platform Synergy
36
Automation tools can help you manage and sync content across platforms, making it
easier to maintain consistent messaging.

-Automated email campaigns
-Social media scheduling

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#7 Use GA4 to Measure the User Journey Across Platforms
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#7 Use GA4 to Measure the User Journey Across Platforms
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Using Automation to
Streamline Multi-Channel Engagement

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Key Automation Tools for Education Marketing
40
Social Media Scheduling Tools
Platforms like Hootsuite
or Buffer allow schools
to schedule
posts across multiple
social platforms (e.g.,
Facebook, X,
Instagram, LinkedIn)
in advance.

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Key Automation Tools for Education Marketing
41
Customer Relationship Management (CRM) Systems
CRMs like Mautic by HEM or HubSpot store detailed information on prospective
students and track interactions across multiple channels.

They automate follow-ups, lead scoring, and task
reminders for admissions teams, ensuring no
lead is overlooked.

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Key Automation Tools for Education Marketing
42
Email Marketing Platforms
Tools like Mailchimp or
HubSpot can automate
email sequences based on
user behavior:

-after a student downloads a
brochure
-abandons an application
form
-completes application but
doesn’t enroll

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Automated Workflows to Try
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1.Triggered Emails Based on Behavior
These are emails sent automatically when a prospective student performs a certain
action—like clicking a link, visiting a specific webpage, or downloading content.





Example: A prospective student who downloads a program brochure. Send them an auto-email
offering additional information about the program, campus tour details, or inviting them to a webinar.

If they open that email but don’t click the link, another reminder email could be sent two days later.

Wait 2 Days

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Automated Workflows to Try
44
2. Remarketing on Social Media
Another key automated workflow is remarketing ads.
These ads are automatically triggered based on a student’s
previous engagement with your content.

Remarketing can be highly effective in re-engaging students
who have already shown interest but haven’t taken action.

Example: If a prospective student visits a school’s admissions
page but doesn’t complete an inquiry form, a remarketing
campaign on Facebook or Instagram can automatically display
ads reminding them of application deadlines.

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Automated Workflows to Try
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3. Automated Drip Campaigns
For students in early decision stages, automated drip
campaigns are a powerful way to nurture them over time.

A drip campaign is a series of pre-written emails/TXT sent at
specific intervals to keep students engaged throughout their
journey.

Example: A student who fills out an inquiry form but doesn’t
immediately apply could be entered into a drip campaign that sends
them periodic emails with useful content:
-"What Makes Our University Stand Out"
-"Student Success Stories"
-"Tips for Completing Your Application"

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Automated Workflows to Try
46
4. Automated Lead Scoring
Lead scoring is an automated process that assigns a score
to each prospective student based on their interactions with
your marketing content.
By using a CRM, schools can track how engaged a prospect
is across channels and assign higher scores to students
who are more likely to convert.

Example:
+5 points if they downloaded a brochure
+10 points if they opened your email newsletters

Segment: Students with 20+ points
-trigger an alert for the admissions team

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Key Takeaways

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Using multiple platforms like email, social media,
and paid ads allows schools to effectively engage
prospective students across their preferred channels.
Key Takeaways
48
Maintaining a unified message across all marketing
channels strengthens your brand, enhances
credibility, and builds trust with prospects.
Each stage of the student journey—awareness,
consideration, decision, and enrollment—requires
targeted strategies.
Automation tools enable schools to personalize
communication, automate follow-ups, and nurture
leads at scale.
Schools can leverage analytics tools like Google
Analytics and CRM systems to track interactions
across channels and optimize campaigns.
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Boost Enrollment With Our Marketing Services!

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HIGHER-EDUCATION-MARKETING.COM50
Contact HEM for Customized Solutions
Scott Cross
North America Regional Manager
514-312-9048
[email protected]
Erik Fiuza
Europe & UK Business Development
[phone]
[email protected]

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[email protected]
6560 DE L'ESPLANADE, SUITE 204
MONTREAL, QUEBEC H2V 4L5
[phone]