In today’s crowded higher ed landscape, standing out isn’t just important—it’s essential. Recent research from Westwood One reveals a key challenge: dull, uninspired ads require 2x to 2.6x more media spend to achieve the same impact as engaging, creative campaigns. For community colleges operating on tight budgets, ineffective ads limit reach and waste valuable resources.
But the solution isn’t spending more. It’s spending smarter. Colleges can drive enrollment without breaking the bank by refining audience targeting, crafting compelling messaging, and using full-funnel marketing strategies.
Refining Your Audience: Who Are You Really Trying to Reach?
Too often, community colleges rely on broad targeting—age, location, gender—without considering what truly drives student decisions. Instead, ask:
- Where are they at right now? High school students? Some college, no degree? Workforce professionals looking to upskill
- What have they done before? Prior education? Industry certifications? Transfer credits?
- What content are they engaging with? Social media conversations? Career exploration sites? College search tools?
- What have they clicked on before? Prior ad interactions can inform personalized re-engagement.
- What pages are they visiting? Financial aid? Program-specific details? Understanding this helps refine messaging.
Precision targeting means better engagement and optimized ad spend—ensuring the right message reaches the right student at the right time.
Full-Funnel Marketing: Meeting Students Where They Are
To move students from awareness to enrollment, colleges need a strategy that speaks to every phase of the decision process.
Key strategies for each stage of the enrollment journey:
- Discover – Create awareness with engaging social media, video, and email campaigns. Show the value of community college beyond affordability.
- Learn More– Nurture prospects with student success stories, financial aid guidance, and personalized follow-ups. Keep them engaged and informed.
- Apply & Register – Drive urgency with clear calls-to-action, deadline reminders, and an easy application process. Remove barriers to enrollment.
When colleges align messaging with each phase of the student journey, they see stronger engagement and higher conversion rates.
Final Thought: Are Your Ads Helping or Hurting Enrollment?
If your ads feel generic or fail to connect, they may be costing more than they’re worth. But improving engagement doesn’t require a bigger budget—just a smarter, more student-focused approach.
By refining audience targeting, implementing full-funnel strategies to drive the right message at the right time helps community colleges maximize their impact, drive enrollment, and make every marketing dollar count.
Want to improve your community college marketing strategies? Start a conversation with Carnegie today.