Universities Focus on Visual Communication

The Power of Visual Content

85% of marketers and creatives say that content demand has increased over the past year. In education, here’s why:

• Increased competition among institutions: With fewer students applying for and staying in college, and enrollment projected to continue to drop, institutions are vying for a smaller pool of applicants. That’s why many schools are going online to showcase their institution’s strengths, and how they’re different from competitors.

• Education marketers are expected to do more with less: Numerous colleges and universities have already made budget cuts, with more announcing plans to make even more before the next academic year. That means there is intensified pressure to be as efficient as possible with how teams spend their time, money, and resources to produce the best results. 

• Digital and social media are driving awareness: According to a survey of 5,800 prospective college students and 1,100 parents, 61% of students are spending 3-4 hours a day on social media. Colleges that aren’t highly visible on platforms like TikTok, Instagram and others are leaving students behind. Additionally, parents are on Facebook — nearly 61% of them — following college accounts while their students are in the search process.

Creating engaging content doesn’t have to require a big budget, but effective implementation does require a concrete strategy and dedicated resources.

If your institution has struggled with deploying an effective visual content strategy, download our Education Marketer’s Guide. You’ll learn how to:

• Set Goals: Decide what you want to achieve with the content you create
• Identify Audiences: Understand who you should target with your content
• Build Personas: Flesh out your targets, so you can create the best content
• Determine Channels: Determine where you will post your content to achieve your goals
• Build Calendar: Develop your outline for content that you’ll post all year long

• Measure Success: Decide if you have achieved your goals based on analytics

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