Seven Higher Ed Marketing Strategies for Reaching Gen Z
As Gen Z, and very soon Gen Alpha, students are contemplating their options for higher education, marketers and educators are faced with the challenge of understanding and engaging with these tech-savvy and digitally connected generations. Unlike their predecessors, they are characterized by a deep integration of technology into their daily lives and a more critical approach to evaluating their return on investment from higher education. In this article, we will explore the best approaches to marketing and appealing to Gen Z, with a focus on the role of online social communities in shaping their perspectives on post-high school education.
1. Digital Natives and Online Social Communities
Gen Z is the first digital native generation, surrounded by technology from a young age. Online social communities play a central role in their lives, serving as spaces for communication, collaboration, and information exchange. Marketers targeting this generation need to recognize the importance of these organic digital ecosystems and tailor their strategies accordingly.
2. Authenticity and Personalization
Gen Z values authenticity and personalization in their interactions with brands and institutions. Traditional advertising methods may not resonate with them as much as personalized, authentic content with factual information. Marketers should focus on creating content that speaks directly to the experiences and concerns of Gen Z, showcasing the real-life impact of educational choices.
3. Innovative Educational Models
Given their comfort with technology, Gen Z is more open to innovative educational models, such as online courses, hybrid learning, and digital credentials. They are used to having information at their fingertips, and look online for solutions first. Institutions that can showcase the flexibility and relevance of these models are likely to appeal to this generation. Highlighting success stories and testimonials from peers can be a powerful way to build trust and credibility.
4. Emphasis on Practical Skills and Career Paths
Gen Z is more pragmatic and critical about the return on investment from higher education. Marketing efforts should emphasize the practical skills and tangible outcomes that education can provide. Institutions should showcase strong connections with industries, internships, and career placement programs to demonstrate the real-world applicability of their offerings.
According to McKinsey & Company, “Finally, they make decisions and relate to institutions in a highly analytical and pragmatic way. That is why, for us, Gen Z is “True Gen.” In contrast, the previous generation—the millennials, sometimes called the “me generation”—got its start in an era of economic prosperity and focuses on the self.”
5. Engaging Social Media Campaigns
Social media platforms are the primary playground for Gen Z and Gen Alpha. Marketers should leverage platforms like Instagram, TikTok, and YouTube to create engaging and shareable content. Influencer marketing within these platforms can be particularly effective, with influencers or brand ambassadors serving as relatable role models who share insights into their educational journeys. We encourage universities to learn about the new MeetYourClass student ambassador program for current students to tell their unique stories at your institution.
6. Interactive Virtual Experiences
Given the tech-savvy nature of Gen Z and Gen Alpha, interactive virtual experiences can be powerful tools for engagement. Virtual campus tours, webinars, and interactive workshops can provide a taste of the educational experience and help prospective students visualize their future in a particular institution. The pandemic prompted universities to address the challenges of in-person campus tours and other experiences, and now it appears these tools are here to stay.
7. Community Building
Online social communities allow institutions to build communities around shared interests and goals. Establishing and nurturing these communities can create a sense of belonging and help Gen Z students connect with peers who share similar aspirations and concerns. This communal aspect can play a significant role in their decision-making process. That is why we have partnered with MeetYourClass to meet students where they already are, and help them join communities while they make their enrollment decisions.
To effectively reach and appeal to Gen Z, marketers and educators must adapt their strategies to align with the preferences and values of this digitally immersed generation. Building a strong online presence, fostering authenticity, emphasizing practical outcomes, and leveraging social media and online communities are key components of successful marketing efforts. As Gen Z explores their options for higher education, institutions that understand and embrace these strategies will be well-positioned to connect with and attract these future leaders and learners.
Contact us here to learn more about how we use predictive analytics, social media, and online communities to increase enrollment and find the right students for your college or university.
