11 Skills Every Higher Education Marketing Team Needs

Let’s be honest — higher education marketing isn’t what it used to be.

Prospective students are more informed, more selective, and more digitally savvy than ever. They expect clarity, authenticity and support throughout their journey — and if your university isn’t delivering that experience, someone else will.

That’s why today’s marketing teams need to be more than just creative. You need to be strategic, analytical, tech-enabled, and most of all — student-centred.

Whether you’re building your team in-house or working with external partners, here are 11 marketing capabilities that will help you stay ahead of the curve and connect with the students who truly belong at your institution.

1. Content Creation That Sounds (and Feels) Like You

Every university has a story — but not every university knows how to tell it well.

The best content isn’t just beautifully written or polished. It’s clear, helpful and authentic. It speaks directly to the student reading it, whether they’re exploring their first course or considering a life-changing postgraduate decision.

That means having someone who can:

• Write with empathy and clarity
• Capture your tone of voice across formats (blogs, emails, guides, videos)
• Tailor messaging for different audiences and stages of the journey

Strong content builds trust. And trust builds enrolments.

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2. A Website That Works for Your Students — Not Against Them

Your website is more than just your digital home — it’s your hardest-working recruitment tool. It’s where students go to learn about your programmes, get a feel for your campus, and ultimately decide whether to take the next step.

So ask yourself:

• Is your content clear and up to date?
• Can students easily find what they need (especially on mobile)?
• Does it feel like an extension of your real-life campus experience?

If the answer is “not really,” it might be time for a refresh. Because if your website creates friction, students will quietly opt out.

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3. Email Campaigns That Feel Like a Conversation

Email’s still going strong — but what’s changed is how we use it. Students are tuning out of bulk emails and tuning in to messages that feel timely, relevant and personal.

Great email marketing isn’t about sending more — it’s about sending better.

That means:

• Segmenting your audience by interests, behaviour or application status
• Writing in a natural, friendly tone
• Automating touchpoints that guide students through their journey (without spamming them)
• Testing subject lines, formats and calls to action to keep improving

Helpful read: 10 Email Marketing Best Practices for Higher Education

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4. Visuals That Tell a Story

Design isn’t just about looking good — it’s about connecting. Whether it’s a striking social post, a smooth explainer video or a branded slide deck, visual storytelling brings your message to life in a way that words alone can’t.

Your team needs the ability to:

• Create on-brand graphics for web and social
• Repurpose content into visual formats (like stats into infographics)
• Edit short videos for social media or events
• Think creatively about how design enhances the student experience

Even simple visuals can have big impact when they’re done thoughtfully.

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5. Social Media That’s More Human Than Corporate

Social media is where students go to listen, share, and get a feel for your vibe. It’s your chance to show personality — not just polish.

You don’t need to be on every platform. But you do need to be active where your students are.

That might mean:

• Sharing student takeovers on Instagram
• Posting research highlights on LinkedIn
• Creating short-form videos that answer common questions

It’s not about broadcasting — it’s about building real connection.

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6. Events That Actually Engage

From open days to online info sessions, events give students a feel for what it’s like to be part of your community. And whether they’re in-person, virtual or hybrid, they should feel warm, welcoming and well thought out.

To get it right:

• Think beyond PowerPoint — what would you want to see as a prospective student?
• Involve ambassadors, staff and alumni in meaningful ways
• Make it easy to register and follow up afterwards
• Offer a balance of live and on-demand experiences

Good events make a great impression — and they can be a game-changer for conversion.

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7. Lead Nurturing That Feels Supportive — Not Pushy

You’ve captured their interest. Great! Now it’s time to keep the conversation going.

Lead management is about more than tracking data — it’s about making students feel seen, heard and supported at every step.

With the right tools, you can:

• Automate personalised messages based on behaviour (like downloads or event signups)
• Track where someone is in the application journey
• Send reminders and resources that feel helpful, not nagging

A good CRM makes all the difference here — and gives your team full visibility over the funnel.

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8. Paid Campaigns With a Clear Purpose

Paid ads aren’t just for big universities with big budgets. When done well, they can help you reach specific audiences with highly targeted messaging — and get measurable results.

To make it work:

• Know what you’re trying to achieve (brand awareness, applications, event signups?)
• Set realistic goals and monitor performance
• Make sure your ads are leading somewhere useful — not a generic landing page

Even small campaigns can punch above their weight with the right strategy.

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9. PR That Builds Trust

From media mentions to guest blogs to public speaking, PR is about getting your institution’s voice into the right conversations — in the right way.

It’s worth investing in someone who can:

• Build relationships with relevant journalists or publications
• Spot opportunities to highlight your faculty, students or alumni
• Share stories that reflect your mission and values

Good PR isn’t just a nice-to-have — it’s a credibility builder.

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10. Analytics That Actually Inform Your Next Move

With so many tools and touchpoints, marketing teams are swimming in data. But data is only useful if you’re using it to make smarter decisions.

Ask yourself:

• What do we want to learn from this campaign?
• What worked well — and what didn’t?
• Are we measuring what really matters (like yield, engagement, time-to-application)?

It’s not about being perfect. It’s about being curious — and always improving.

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11. A Strategic Mindset That Brings It All Together

Finally, great marketing isn’t just about tactics — it’s about connecting the dots.

Your team needs to:

• Understand how each campaign supports the bigger picture
• Align efforts with admissions and recruitment teams
• Stay focused on the student journey — not just isolated metrics

Strategy doesn’t mean overcomplicating things. It means being intentional — and clear on your “why.”

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Final Thoughts

University marketing today is part creative, part technical, part relationship-building — and 100% essential. The more you can build these capabilities into your team (or your network of partners), the better equipped you’ll be to support students at every stage.

Because in the end, it’s not just about hitting enrolment targets. It’s about making students feel confident in their decision — and excited about what comes next.

Looking to modernise your student marketing and communications? Full Fabric gives universities everything they need to personalise outreach, manage leads and support the entire student journey — all from one powerful platform.