How Universities Can Increase Enrolments by Marketing to Students Effectively

There’s a lot of noise in the world of student marketing. With new apps, trends and algorithms constantly shifting, it’s easy to feel like you’re always playing catch-up. But here’s the truth: getting your marketing foundations right matters more than chasing the next shiny tactic.

Because when your strategy is clear, consistent and rooted in what makes your university special, it becomes much easier to reach the right students — and inspire them to take the next step.

Revisit Your Strategy — And Make It Real

Let’s start with the basics. What is your university’s marketing vision? Who are you trying to reach, and what do you want them to know, feel or do?

If your current strategy feels dusty or out of sync, now might be the perfect time to revisit it — or rebuild it entirely. Draw on what’s worked before, what hasn’t, and where you want to go next. Bring in insight from different teams and departments. Make it collaborative.

And most importantly, make it practical. Translate your vision into clear actions and KPIs. What does success look like — more applications, stronger engagement, a shift in audience perception?

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Take Inspiration from Others Doing It Well

The University of Manchester is a great example of putting strategy into action. Their published marketing plan makes their priorities crystal clear — from promoting a ‘Reputation for Excellence’ to aligning their messaging with the wider Manchester 2020 vision.

Even better, they’ve outlined how they’ll measure success, with specific KPIs and detailed actions. It’s not just a vision statement — it’s a plan that holds them accountable.

This kind of clarity doesn’t just benefit marketing. When everyone at the university understands the goals, it strengthens the message at every touchpoint — from faculty to student services, and all the way to prospective applicants.

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Use Hashtags with Meaning

We’re not talking about throwing in #universitylife just for the sake of it. Hashtags can be a powerful way to unite your messaging and build recognition over time — if they’re rooted in something real.

The University of Sheffield’s #WeAreInternational campaign is a perfect example. Born from a desire to champion diversity and inclusion, the hashtag became a rallying cry across the sector — and still holds weight today.

Think about what matters most to your university right now. Are you focusing on international growth, sustainability or widening access? Let that guide your storytelling — and your hashtags.

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Bring Faculty and Alumni into the Spotlight

Marketing isn’t just about content — it’s about people. Your faculty and alumni aren’t just experts and former students; they’re storytellers, ambassadors and living proof of your university’s impact.

So how can you spotlight them in meaningful ways?

• Pitch faculty research to relevant publications or websites.
• Share alumni stories that speak to your values.
• Invite voices from across your community to take part in campaigns.

It doesn’t need to be glossy or overproduced. Authentic voices often resonate most.

Case in point: the Stockholm School of Economics took their Executive MBA students to Silicon Valley and landed media coverage by telling a great story. Meanwhile, the University of Barcelona gave global visibility to new research by publishing through EurekAlert.

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Be Smart with Paid Media

Organic reach is increasingly limited — especially on social platforms. That’s where paid media can really shine.

Native advertising, display campaigns and sponsored content allow you to speak directly to your audience in ways that feel personal, not pushy. And because the targeting options are so advanced, you can make every penny count.

Utah State University saw this in action when they used LinkedIn’s demographic tools to target postgraduate candidates. The result? A 20-to-1 ROI and a 70% enquiry rate from clicks. That’s smart spending.

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Final Thoughts

At the end of the day, good student marketing isn’t about being everywhere — it’s about being intentional. It’s about knowing who you are, what you stand for, and how to communicate that in a way that feels personal, relevant and trustworthy.

So take a moment to zoom out. Refocus your strategy. Tell better stories. And don’t forget to bring your people — staff, students, alumni — along for the ride.

Want to improve your marketing ROI and drive more enrolments? Let’s talk about how Full Fabric can support your next steps.