How to Market a College: 11 Marketing Strategies for Universities & Colleges

To effectively market a college, utilize social media, search campaigns, and digital ads to reach prospective students at different stages of their decision-making process. Additionally, invest in creating virtual campus tours, run paid digital marketing campaigns, and leverage social media platforms to attract and onboard students.

Implement branding, search engine optimization (SEO), a great website experience, livestreaming, email marketing, interactive advertising, and other strategies to enhance your college’s marketing efforts. Keep in mind that college students spend a significant amount of time online, so focus on creating authentic and trustworthy content that resonates with them.

Explore various marketing channels such as email marketing, pay-per-click advertising (PPC), SEO, display advertising, social media marketing, and content marketing to effectively promote your college and optimize your results.

1. Understanding Your Target Audience

Understanding your target audience is crucial in marketing a college or university. By identifying their needs, interests, and preferences, you can tailor your marketing strategies to effectively reach and engage prospective students.

Identifying The Demographics And Preferences Of Prospective Students

Understanding your target audience is the foundation of any successful marketing strategy for universities and colleges. By identifying the demographics and preferences of prospective students, you can tailor your marketing efforts to effectively reach and engage with them. To begin, it’s essential to gather data on the demographics of your target audience. This includes information such as age, gender, location, and academic interests. By analyzing this data, you can gain insights into the characteristics of your ideal student and create targeted marketing campaigns that resonate with them. Additionally, understanding the preferences of prospective students is crucial. This involves researching their communication preferences, social media usage, and preferred channels for gathering information. These insights will help you determine the most effective methods for reaching and engaging with your target audience.

Conducting Market Research To Understand Their Needs And Interests

Market research is a vital step in understanding the needs and interests of prospective students. By conducting thorough research, you can gain valuable insights into what drives their decision-making process and how to effectively communicate with them. One effective way to conduct market research is through surveys. Create surveys that ask prospective students about their preferences, motivations, and challenges when it comes to choosing a college or university. This will provide you with valuable data to inform your marketing strategies. Additionally, you can utilize focus groups to gather qualitative insights. By bringing together a group of prospective students, you can engage in open discussions and gain deeper insights into their needs and interests. Furthermore, keep a close eye on industry trends and competitor analysis. Stay up-to-date with the latest developments in the higher education landscape and monitor what your competitors are doing. This will help you identify new opportunities and ensure your marketing strategies remain competitive. Remember, understanding your target audience is an ongoing process. Continuously monitor and analyze data to adapt your marketing strategies and stay ahead of the curve. In conclusion, understanding your target audience is essential for effective marketing in the higher education sector. By identifying the demographics and preferences of prospective students and conducting thorough market research, you can craft targeted marketing strategies that resonate with your audience and drive enrollment. Start by gathering data on your target audience’s demographics and preferences, and then conduct market research to understand their needs and interests. This will provide you with the insights needed to create successful marketing campaigns for your university or college.

2. Branding And Positioning

3. Enhancing Online Presence

Enhancing online presence is crucial in marketing a college. Utilize social media, digital ads, and search campaigns to attract prospective students. Align with their decision cycles and invest time in creating virtual campus tours. Implement branding, search engine optimization, and interactive advertising to enhance online visibility.

Creating A User-friendly And Visually Appealing College Website

A well-designed and user-friendly website is essential for enhancing your online presence and attracting prospective students. When it comes to marketing your college online, your website serves as the virtual front door to your institution. Here are some important elements to consider when creating a user-friendly and visually appealing college website:

1. Navigation: Ensure that your website has a clear and intuitive navigation menu, allowing visitors to easily find the information they are looking for. Use descriptive and concise menu labels to guide users through the various sections of your website.
2. Responsive Design: With more and more people accessing the internet from their mobile devices, it is crucial to have a website that is mobile-friendly. Implement a responsive design that adapts to different screen sizes and provides a seamless user experience across devices.
3. Visual Elements: Use high-quality images, videos, and infographics to engage visitors and showcase the unique aspects of your college. Visual content can leave a lasting impression and help convey your brand message effectively.
4. Color Scheme and Typography: Choose a color scheme and typography that aligns with your college brand and creates a visually appealing aesthetic. Consistency in design elements throughout your website helps establish a cohesive brand identity.
5. Call-to-Action: Strategically place clear and compelling call-to-action buttons throughout your website to encourage visitors to take the desired action, such as filling out a form or applying for admissions.

Optimizing Website Content For Search Engines (seo)

Having a visually appealing website is important, but it’s equally crucial to ensure that your website ranks well in search engine results. Here’s how you can optimize your website content for search engines:

1. Keyword Research: Conduct thorough keyword research to identify the relevant search terms that prospective students use when looking for colleges. Incorporate these keywords into your website content, including headings, subheadings, and body text.
2. Meta Tags: Craft compelling meta title and description tags for each page of your website. These tags appear in search engine results and can significantly impact click-through rates.
3. Header Tags: Utilize HTML header tags (H1, H2, H3, etc.) to structure your content and indicate the hierarchy of information. Ensure that each H3 heading adheres to HTML syntax and includes relevant keywords.
4. Optimized URLs: Create clean and descriptive website URLs that include relevant keywords. Avoid lengthy and complex URLs that may confuse both search engines and users.
5. Engaging Content: Produce high-quality, informative, and engaging content that not only appeals to your target audience but also attracts backlinks from reputable websites. Backlinks play a crucial role in improving your website’s authority and visibility in search engine rankings.

By implementing these strategies to enhance your online presence, you can effectively market your college to prospective students and increase visibility in search engine results. Remember to regularly monitor your website’s performance and make necessary adjustments to improve user experience and search engine rankings.

 

4. Utilizing Social Media Marketing

Utilizing social media marketing is a highly effective strategy to market a college or university. It allows institutions to reach prospective students at different decision-making stages and attract them through virtual campus tours, paid digital marketing, and engaging social media content.

By leveraging social media platforms, colleges can connect with their target audience and showcase their unique offerings in an authentic and engaging way.

Leveraging Social Media Platforms To Engage With Prospective Students

In today’s digital age, social media has become an indispensable tool for reaching and engaging with prospective students. By leveraging popular social media platforms, universities and colleges can establish a strong online presence, effectively communicate their unique selling points, and build meaningful connections with their target audience. However, it’s important to approach social media marketing with a well-thought-out strategy to maximize its impact. Here are some key strategies to consider:

Developing A Content Strategy For Social Media Channels

A robust content strategy is the backbone of successful social media marketing for colleges and universities. It involves creating and sharing valuable, relevant, and eye-catching content that resonates with prospective students on various social media platforms. To develop an effective content strategy, consider the following:

1. Identify your target audience: Before crafting content, it’s crucial to understand who you are trying to reach. Determine the demographics, interests, and pain points of your prospective students so that you can create content that speaks directly to them.
2. Choose the right social media platforms: Not all social media platforms are created equal. Research and identify the platforms where your target audience is most active and tailor your content accordingly. For example, Instagram is popular among younger demographics, while LinkedIn may be more suitable for targeting professionals.
3. Create engaging and shareable content: Focus on producing content that is both informative and engaging. This could include campus tours, student testimonials, blog articles, infographics, videos, and more. Make sure your content aligns with your institution’s brand and values, while providing value to your audience.
4. Establish a consistent posting schedule: Consistency is key when it comes to social media marketing. Create a content calendar and schedule regular posts to ensure a steady flow of content. Experiment with different posting times to determine when your audience is most active and receptive.
5. Engage with your audience: Social media is a two-way street. Don’t just broadcast content, actively engage with your audience by responding to comments, addressing inquiries, and participating in conversations. This will show prospective students that you care about their needs and concerns.

By developing a robust content strategy for social media channels, universities and colleges can effectively engage with prospective students, showcase their institution’s unique qualities, and build a positive brand image. Keep in mind that successful social media marketing requires constant monitoring, analysis, and adaptation to ensure effectiveness and maximize engagement.

5. Implementing Pay-per-click (ppc) Advertising

Implementing Pay-Per-Click (PPC) advertising is a valuable marketing strategy for colleges and universities. It allows institutions to reach a targeted audience through paid digital marketing, ensuring their message reaches prospective students effectively and efficiently. This approach can be combined with other tactics like social media marketing to attract and engage students.

Running targeted digital ads on search engines and social media platforms can greatly enhance the visibility of your college or university. Pay-Per-Click (PPC) advertising is a highly effective marketing strategy that allows you to reach your target audience precisely and generate quality leads.

Running Targeted Digital Ads On Search Engines And Social Media Platforms

Search engines and social media platforms are powerful platforms that attract millions of users every day. By harnessing the potential of these platforms, you can effectively promote your college and increase the visibility of your brand.

With search engine advertising, you can create targeted ads that appear when potential students search for relevant keywords. This allows you to reach your audience at the right moment when they are actively searching for information related to higher education.

Social media platforms, on the other hand, provide a way to engage with potential students on a more personal level. By running ads on platforms like Facebook, Instagram, and Twitter, you can target specific demographics, interests, and behaviors to reach students who are likely to be interested in your programs and campus life.

Benefits of running targeted digital ads on search engines and social media platforms:

Reach a wider audience: Search engines and social media platforms have a massive user base, giving you the opportunity to reach a larger pool of potential students. Precision targeting: With advanced targeting options, you can refine your audience based on demographics, interests, and behaviors, ensuring your ads are shown to the right people. Cost-effectiveness: PPC advertising allows you to set a budget and only pay when someone clicks on your ad, maximizing your return on investment. Immediate results: Unlike traditional marketing methods, digital ads provide instant visibility and can drive traffic to your website or landing page immediately. Flexible campaign management: With PPC advertising, you have the flexibility to adjust your campaigns in real-time based on the performance and optimize them for better results.

Setting Up Effective Ppc Campaigns To Increase Brand Visibility

To ensure your PPC campaigns yield the desired results, it’s important to set them up effectively. Here are some key steps to follow:

1. Define your campaign goals: Determine what you want to achieve through your PPC campaigns, whether it’s increasing brand awareness, driving website traffic, or generating leads. This will help you align your strategies accordingly.
2. Perform keyword research: Identify the keywords related to your college or university that potential students are searching for. Use keyword research tools to find high-volume and relevant keywords that can drive targeted traffic.
3. Create compelling ad copy: Craft enticing and engaging ad copy that highlights the unique aspects of your college and appeals to your target audience. Use strong calls-to-action to encourage clicks.
4. Design effective landing pages: Ensure that the landing pages you direct users to after clicking on your ads are relevant, informative, and visually appealing. Optimize them for conversions by including clear contact forms and compelling content.
5. Monitor and track performance: Regularly monitor the performance of your PPC campaigns to identify areas for improvement. Track metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS) to gauge the effectiveness of your campaigns.
6. Optimize and refine: Based on the data and insights gathered from monitoring, continuously optimize and refine your PPC campaigns. Test different ad variations, keywords, and targeting options to find the best-performing combinations.

Implementing Pay-Per-Click (PPC) advertising can be a game-changer for your college or university marketing efforts. By running targeted digital ads on search engines and social media platforms, and setting up effective PPC campaigns, you can increase brand visibility, attract prospective students, and achieve your enrollment goals.

6. Building Relationships With High Schools

Building relationships with high schools is a crucial marketing strategy for universities and colleges. By establishing strong connections with high school administrators, counselors, and students, institutions can effectively promote their programs and attract prospective students. This can be done through campus visits, information sessions, workshops, and collaborative events that showcase the benefits and opportunities of attending the college or university.

Partnering with high schools to attract potential students:

Collaborating with high schools is a mutually beneficial way to attract potential students to your college or university. By forming partnerships, you can establish a positive relationship with high school students, parents, and counselors, creating a pipeline of prospective applicants.

Hosting informational sessions and events for high school students:

An effective strategy to engage with high school students is to host informational sessions and events. These sessions provide an opportunity to showcase your institution’s unique offerings, such as academic programs, extracurricular activities, and campus facilities.

During these sessions, it’s crucial to provide comprehensive and engaging information about the college experience. This includes highlighting the benefits of attending your institution, such as scholarships, internships, and career support services.

Use these sessions to address any concerns or questions that high school students may have regarding admissions criteria, financial aid options, or campus culture. By offering valuable insights and personalized guidance, you can establish trust and credibility with potential students and their families.

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7. Creating Engaging Content

Creating engaging content is a crucial marketing strategy for universities and colleges. By producing high-quality and interactive content, such as virtual campus tours, using paid digital marketing and social media to attract prospective students, and leveraging branding and search engine optimization, institutions can effectively engage with their target audience and drive enrollment.

In today’s digital age, creating engaging content is crucial for universities and colleges to stand out from the competition and attract prospective students. Engaging content helps to convey your college’s values and expertise, fostering a connection with your audience and driving interest in your institution. Here are some effective strategies you can implement:

Developing Informative And Captivating Blog Posts, Videos, And Infographics

Utilizing different types of content, such as blog posts, videos, and infographics, is a powerful way to engage your target audience. When developing blog posts, make sure they are informative, relevant, and well-researched. Choose topics that resonate with your target market, answer their questions, and provide valuable insights. Incorporate eye-catching visuals, subheadings, and bullet points to enhance readability. Remember to optimize your blog posts for relevant keywords to improve your search engine rankings.

Similarly, create engaging and educational videos that showcase your college’s unique offerings, such as campus tours, interviews with faculty members, or student success stories. Videos can instantly grab attention and allow prospective students to visualize themselves as part of your college community.

Infographics are an excellent way to present complex information in a visually appealing and digestible format. Use compelling visuals, charts, and statistics to relay essential facts and figures about your college, academic programs, or campus facilities.

Sharing Valuable Content To Showcase Your College’s Expertise

Sharing valuable content is vital in establishing your college’s expertise and building trust with your target audience. By offering valuable insights and actionable tips, you position your institution as a thought leader in the education sector. Share content that highlights your faculty’s expertise, showcases student achievements, or provides industry-relevant information.

To effectively showcase your college’s expertise, consider creating whitepapers, case studies, or research reports. These resources demonstrate the depth of expertise within your institution and can attract attention from prospective students seeking knowledge and guidance in their chosen fields of interest.

Additionally, leverage user-generated content (UGC) to foster a sense of community and authenticity. Encourage current students and alumni to share their experiences through testimonials, social media posts, or blog contributions. UGC adds a personal touch and helps prospective students envision themselves as part of your college family.

In conclusion, creating engaging content is a powerful marketing strategy for universities and colleges. By developing informative and captivating blog posts, videos, and infographics, as well as sharing valuable content to showcase your college’s expertise, you can attract and connect with prospective students, leaving a lasting impression and driving enrollment.

8. Utilizing Influencer Marketing

One effective strategy for marketing a college is utilizing influencer marketing. Partnering with influential individuals, such as alumni or current students, can help increase brand visibility and credibility among prospective students.

Collaborating with influential individuals to promote your college

In today’s digital age, influencer marketing has become a powerful tool for reaching a wider audience and establishing brand credibility. Collaborating with influential individuals in your college’s niche can significantly boost your marketing efforts. By partnering with influencers who have a strong online presence and credibility among your target audience, you can tap into their existing follower base and leverage their influence to promote your college.

When selecting influencers to collaborate with, it’s important to choose individuals who align with your college’s values and goals. Look for influencers who have a genuine interest in education, higher learning, or related industries. This alignment will ensure that your partnership feels authentic and resonates with their followers.

Once you have identified potential influencers, reach out to them and propose a partnership where they can promote your college through their social media channels, blog posts, or other platforms they use. Consider offering them unique experiences, such as campus tours or access to exclusive events, to make the collaboration even more attractive.

Leveraging their followers and influence to reach a wider audience

One of the main advantages of influencer marketing is the ability to tap into the existing follower base of the influencers you collaborate with. These individuals have spent time building a loyal and engaged audience that trusts their opinions and recommendations. By partnering with influencers, you can extend the reach of your marketing efforts and expose your college to a wider audience.

When influencers promote your college, their followers are more likely to take notice and engage with the content. This increased visibility can lead to higher website traffic, social media followers, and ultimately, more prospective students for your college.

Additionally, influencer marketing allows you to leverage the trust and credibility that influencers have already established with their followers. Their recommendations and endorsements can carry significant weight, making their followers more likely to consider your college as a viable option.

It’s important to track and evaluate the impact of your influencer marketing campaigns. Monitor key metrics, such as website conversions, social media engagement, and increases in inquiries or applications. This data will help you determine the success of your influencer partnerships and make informed decisions for future collaborations.

In conclusion, influencer marketing can be a powerful strategy for promoting your college and reaching a wider audience. By collaborating with influential individuals in your college’s niche, you can tap into their followers and leverage their influence to boost your marketing efforts. Choose influencers who align with your values, create authentic partnerships, and track the success of your campaigns to ensure a successful influencer marketing strategy.

9. Optimizing Email Marketing Campaigns

When it comes to marketing a college or university, email marketing campaigns can be a powerful tool to engage with prospective students and nurture leads. With an optimized email marketing strategy, you can build relationships, showcase your institution’s strengths, and guide students through their decision-making process.

Building An Email List Of Prospective Students And Parents

One of the first steps in optimizing your email marketing campaigns is to build a high-quality email list of prospective students and parents. With a targeted list, you can ensure that your emails reach the right audience and increase the likelihood of engagement. Here are a few strategies to help you build your email list:

• Create compelling lead magnets, such as informative guides or virtual campus tours, that prospective students and parents can access in exchange for their email addresses.
• Place prominent email signup forms on your website, making it easy for visitors to subscribe to your email list.
• Utilize social media platforms to promote your email newsletter and encourage sign-ups.
• Participate in college fairs and events, collecting email addresses from interested individuals.

Sending Targeted And Personalized Emails To Nurture Leads

Once you have built your email list, it’s crucial to send targeted and personalized emails that cater to the specific needs and interests of your leads. Here are a few tips to optimize your email campaigns:

• Segment your email list based on factors such as academic interests, location, or engagement level to ensure that your emails are highly relevant.
• Craft compelling subject lines that grab attention and entice recipients to open your emails.
• Personalize your email content by addressing recipients by their first names and tailoring the message to their specific interests and goals.
• Incorporate visually appealing and mobile-friendly designs to enhance engagement and readability.
• Include clear call-to-action buttons that direct recipients to take the desired action, whether it’s signing up for an open house or scheduling a campus visit.
• Monitor email campaign metrics, such as open rates and click-through rates, to gauge the effectiveness of your email marketing efforts and make necessary improvements.

By building an email list of prospective students and parents and sending targeted and personalized emails, you can optimize your email marketing campaigns to effectively engage with your audience and increase enrollment rates for your college or university.

10. Utilizing Online Advertising

One effective marketing strategy for universities and colleges is to utilize online advertising, such as social media ads and search campaigns, to reach prospective students. By investing in digital marketing tactics like PPC and leveraging social media platforms, educational institutions can attract and engage with their target audience on the internet.

This can help increase brand awareness, drive website traffic, and ultimately boost student enrollment.

Online advertising has become an essential component of marketing strategies for universities and colleges. With the majority of prospective students spending a significant amount of time on the internet and mobile apps, running display ads on websites and mobile apps is an effective way to reach them. This section explores how to harness the power of online advertising to promote your college or university.

Running Display Ads On Websites And Mobile Apps

Display ads on websites and mobile apps can help generate awareness and visibility for your college or university. These ads typically include text, images, or multimedia content and are strategically placed on relevant websites and mobile apps to target your desired audience. To maximize the impact of your display ads, consider the following tips:

1. Identify high-traffic websites and mobile apps: Research popular websites and mobile apps that are frequented by your target demographic. These platforms should be relevant to the interests and needs of prospective students.
2. Create compelling ad visuals: Design visually appealing ads that grab the attention of your target audience. Use high-quality images and concise yet compelling copy to convey the unique selling points of your college or university.
3. Optimize ad placement: Work with advertising platforms that offer targeting options to ensure your display ads appear on websites and mobile apps frequented by your target demographic. This will increase the likelihood of your ads being seen by the right people.
4. Utilize remarketing: Implement remarketing campaigns to target individuals who have previously shown interest in your college or university. This can help reinforce your message and encourage them to take action.

Targeting Specific Demographics And Locations

When it comes to online advertising, targeting specific demographics and locations can greatly enhance the effectiveness of your campaigns. By focusing your efforts on reaching the right people in the right locations, you can optimize your advertising budget and increase the chances of attracting prospective students who are the most likely to enrol.

Consider these strategies for targeting specific demographics and locations:

• Demographic targeting: Leverage the demographic targeting options available on advertising platforms to tailor your ads towards specific age groups, genders, interests, and educational backgrounds. This allows you to reach individuals who are more likely to be interested in your college or university.
• Location targeting: Utilize location-based targeting to display your ads to individuals within a certain geographic area. This is particularly useful if you have specific regions or cities that you want to prioritize for recruitment.
• Personalize your messaging: Adjust your ad copy and visuals to resonate with the interests and aspirations of your target demographic. Personalization can make your ads more compelling and increase the likelihood of engagement.
• Monitor and optimize: Continuously track and analyze the performance of your online advertising campaigns. Make data-driven decisions to refine your targeting parameters and messaging for maximum impact.

By effectively utilizing online advertising, such as running display ads on websites and mobile apps and targeting specific demographics and locations, your college or university can attract the attention of prospective students and increase enrollment numbers. Take advantage of the vast reach of the internet to connect with your target audience and showcase the unique offerings of your institution.

11. Hosting Virtual Events

Virtual events have become an integral part of college marketing strategies, especially in today’s digital age. Through virtual events, universities and colleges can engage with prospective students, showcase their campus offerings, and answer any questions that students may have. Here are two effective ways to host virtual events:

Organizing Virtual Campus Tours And Information Sessions

One way to give potential students a taste of what it’s like to be on campus is by organizing virtual campus tours and information sessions. These events can be live-streamed or pre-recorded, providing an interactive experience for students from the comfort of their homes. During these tours, emphasize the unique aspects of your campus and highlight the facilities, student life, academic programs, and any other features that make your institution stand out. This will not only engage prospective students but also give them a sense of connection and belonging.

Conducting Webinars And Q&A sessions To Engage With Prospective Students

Another effective virtual event strategy is conducting webinars and Q&A sessions to directly engage with prospective students. These sessions can cover a range of topics, such as admissions processes, scholarship opportunities, campus culture, and academic programs. By addressing students’ concerns and answering their questions, you can build trust and establish a personal connection. Encourage participation by allowing students to submit their questions beforehand or during the live session. This will make them feel involved and valued, which can significantly impact their decision-making process.

When hosting virtual events, it’s essential to promote them effectively to maximize attendance. Utilize social media platforms, email marketing, and your website to spread the word and generate interest. Provide clear instructions on how students can register or join these events, ensuring a seamless experience. By adapting to the digital landscape and harnessing the power of virtual events, universities and colleges can effectively reach and engage with potential students, ultimately driving enrollment and success for their institutions.

Frequently Asked Questions Of How To Market A College: 11 Marketing Strategies For Universities & Colleges

What Marketing Strategies Do Universities Use?

Universities use various marketing strategies to attract students. These include creating virtual campus tours, running paid digital marketing campaigns, utilizing social media platforms, and improving website experiences. They also focus on branding, search engine optimization, email marketing, interactive advertising, and live streaming.

Additionally, they align their marketing tactics with prospective students’ decision-making stages. Overall, universities employ a mix of online and offline marketing techniques to effectively promote their programs and attract students.

How Do You Market A College?

To market a college, invest time in creating virtual campus tours, run paid digital marketing campaigns (PPC), and utilize social media to attract prospective students. Additionally, focus on branding, search engine optimization, creating a great website experience, and leveraging interactive advertising.

Stay updated on higher education marketing strategies and trends.

What Kind Of Marketing Works Best With Students On College Campuses?

To effectively reach college students on campuses, it is important to invest in digital marketing strategies. Utilize social media platforms and run paid digital ads to attract prospective students. Creating virtual campus tours and optimizing search engine presence can also be beneficial.

Additionally, consider email marketing, livestreaming, and interactive advertising to engage with students.

What Is The Best Way To Market To Schools?

To market to schools, use a combination of email marketing, pay-per-click advertising, search engine optimization, display advertising, social media marketing, and content marketing. Try multiple channels to find the most effective strategy.

What Are Some Effective Marketing Strategies For Colleges And Universities?

Some effective marketing strategies for colleges and universities include social media marketing, search engine optimization, a great website experience, email marketing, and interactive advertising.

Conclusion

To effectively market a college or university, it is essential to implement a comprehensive marketing strategy that encompasses various channels. From social media marketing to SEO optimization and email marketing, the key is to have a multi-faceted approach that resonates with prospective students.

Additionally, creating virtual campus tours and utilizing paid digital marketing can enhance visibility and attract the right audience. By aligning with decision cycles and staying updated on higher education marketing trends, institutions can successfully engage with their target demographic and achieve their goals.