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education marketing blog

AI era SEO for universities: Shaping the future of visibility

Search has shifted from ranking pages to understanding meaning. Here we unpack how universities can build AI-ready ecosystems that stay visible, trusted, & discoverable in the age of generative search.

How Imperial College’s rebrand is a perfect example of why good design is not always invisible

Imperial’s new visual identity is bold, researched, and far from subtle. Read this design-driven opinion piece to learn more.

From supplier to strategic partner

Clients don’t choose an agency for output. They choose a partner for perspective. Here's why transparency matters more than you think.

The missing link in education marketing

A personal opinion piece from Founder & CEO Xenia Muether on attribution in education marketing.

Why attribution is broken for education marketers in 2025

Marketing attribution promises insight into what truly drives student enrolments. Yet for many universities and schools, attribution remains a puzzle tangled in fragmented data, multiple CRMs, and inconsistent tracking. 

Gen Z, soft skills & the evolution of education

Gen Z are armed with degrees that showcase their academic prowess. But amidst this arsenal, a soft skills gap has emerged. Are we failing students by forgetting to equip them with the right soft skills?

Strategic content marketing for independent schools: 6 Reasons you should try it

Discover six reasons why strategic content marketing can transform your independent school's outreach efforts. Learn how to engage prospective families, build trust, and increase enrolment through powerful, targeted content.

Developing a smart marketing strategy: A blueprint for independent schools

Create a winning marketing strategy for your independent school with this blueprint. Learn how to effectively target prospective families, enhance your school's brand, and drive enrolment with a smart, strategic approach.

Higher education marketing: Why partnering with a specialised agency matters

Find out why partnering with a specialised agency is crucial for higher education marketing success. Leverage industry expertise to boost your institution's visibility, engagement, and student recruitment efforts.

Independent school marketing: 5 Tips to pick a marketing agency that delivers

Explore five essential tips for choosing a marketing agency that understands independent schools and delivers results. Ensure your school partners with experts who can elevate your brand and boost enrolment.

How to boost international student recruitment without overextending your budget

Discover budget-friendly strategies to boost international student recruitment without overspending. Learn how to attract top talent and increase global enrolments while staying within your financial limits.

Targeted marketing for independent schools: 5 Simple strategies

Learn five straightforward strategies to elevate your independent school's targeted marketing efforts. Discover how to engage prospective families more effectively and increase enrolment with focused, impactful campaigns.

What independent schools can learn from higher ed marketing

Discover seven key strategies independent schools can adopt from higher education marketing to boost engagement, enrolment, and brand visibility. Learn how to enhance your school's marketing approach with proven techniques.

Mastering SEO in the age of AI overviews: A guide for higher education marketing

Unlock the power of SEO in the AI era with this essential guide for higher education marketing. Learn strategies to optimise your online presence and stay ahead in a tech-driven landscape.

Global universities are leading with these recruitment strategies

Explore how international universities are attracting top student talent with five innovative recruitment strategies.

5 Marketing strategies for increasing independent school enrolments

Discover marketing strategies to boost independent school enrolments, from enhancing digital presence to nurturing relationships with prospective parents.

5 Tips to bridge the gap between HE applications & conversion (with examples)

How can student recruitment officers bridge the gap between applications and conversions? In this article, we take a deep dive into the best practices for optimising conversion rates throughout the student journey.

5 Data-driven insights to inform your MENA student recruitment strategy

In our latest article, we’ve curated 5 data-driven insights from 10+ recent reports on the MENA region. Reports include IDP Connect’s 2021 Search Trends, @Keystone’s 2023 State of Student Recruitment and much more.

What your non-education marketing agency doesn’t know about student personas

With information on students’ social, economic, and cultural backgrounds, you can understand what drives them, what makes them exceptional, what they fear, and how they can feel at home at your university.

Global markets spotlight: Student recruitment data for UK universities

Global market trends, student preferences, and policy changes are all important considerations for building effective, region-specific campaigns that ensure diverse student enrolments.

Why reliance on the same international markets isn’t working for universities in 2024

You know how the saying goes - don't put all your eggs in one basket? Well, the same remains true when it comes to international student recruitment. In fact, recent data shows that key markets for the UK's recruitment may not be so fruitful.

The impact of UK visa policy changes on international student recruitment

If education marketing has taught us anything, it's that nothing is certain. Enter the latest (shaken, not stirred) news - changes to the UK's Immigration policy. What will the impact of these changes be on international student recruitment efforts?

Marketing trends that belong in 2023

Where do the hot-takes of 2023 stand in 2024? VR/AR, Influencer marketing, Long-form video, and the general sense of content overload - how is the audience feeling about them now?

3 Critical stages in the student journey (Gen-Z Edition)

‘Journey in itself is a treasure.’ Absolutely true for Gen Z’s student journey explored over three stages. Education marketers have an opportunity to score an advantage over their competitors. Read on to find out how.

The truth about funneling disadvantaged minorities into short-term programmes

One of the key issues that comes with these highly attractive, non-degree programmes is that they’re marketed as an equivalent to a college education.

Schooling the future: How AI is transforming the world of Edtech

AI has already had a significant impact on the edtech industry. Here are 4 ways in which AI is transforming the eduction space.

The AI dilemma: Profits or principles?

AI in marketing is like adding nitrous to your car's engine. It's a game-changer. But, as with any shiny new toy, there's a learning curve. Let's take a look at what marketers need to know to use this powerful tool responsibly.

The impact of strikes on higher education: Should universities address the disruption?

These strikes are more than just news headlines; they're experiences that shape the lives of students, educators, and institutions alike.

Navigating the ethical tightrope: Accepting donations from misleading investors

In the exciting world of education marketing, we often find ourselves juggling opportunities and challenges. One particularly tricky challenge that tends to cause quite a stir, is the acceptance of donations from fossil fuel companies that have a, well, let's say, less-than-stellar track record on climate change and environmental issues.

Navigating the cookieless world: A guide for marketers

The end of third-party cookies marks a transformative moment for marketers. It doesn't signify the end of digital advertising but rather a shift toward a more privacy-centric and individual-focused approach. Which isn’t really a bad thing, is it?

4 Trends in international student recruitment

We dive into the changing landscape of global student mobility, highlighting emerging markets, shifting preferences, and innovative recruitment strategies. Stay ahead of the curve and gain valuable insights to attract and enrol a diverse cohort of international students.

Threads vs.Twitter

If even a fraction of those Instagrammers hops aboard the Threads bandwagon, it could catapult the app into the upper echelons of social media stardom. Obviously, Threads would have to get a lot right for that to happen, but the possibility seems almost… ominous.

Shaking up the admissions game: Affirmative action under fire in the U.S.

In the latest episode of “What the hell is the U.S. doing”, they’ve backtracked on a long-standing policy (63 years old actually) that would ensure diversity and equity in their educational system.

The digital debate: On-campus or online learning?

Some people aren't concerned with the overall university experience. They want to study, graduate, and journey to their next life phase. However, others desire classroom interaction.

The digital playground: Should teens be trained for socials?

The online experience is deeply personal, and we don’t want to control children – however, we must protect and train them to filter out social media for what it is. How do we do this?

The Metaverse meltdown: It’s virtually over

Expert opinions online are mixed - some blame the sluggish economy, others perilous Covid, and the return of remote workers to hybrid or full-time work environments certainly didn’t help.

The power of influencer marketing: Why Paris Hilton’s TikTok went viral

It’s official - influencer marketing has secured a top spot among big brands. And they use it because it works – creators have built credibility and trust with their audience, and most TikTok creators have perfected entertaining content through experience.

Generation Alpha - Who are they?

There is a new kid on the block, figuratively and literally. Meet Generation Alpha. One that is shaped by the views of their millennial parents, birthed into technology, with many forming their personalities in the wake of a global pandemic.

A global decline in enrolment: Could UGC be a solution?

Could UGC be a viable solution for the 2023 decline in enrolment?

From wealth to authenticity: How the influencer image has shifted

From inauthentic online celebrity to homesteader - let's analyse the shift.

Decreasing attention spans: The nano learning trend

Our attention spans have reduced beyond that of a goldish - which can focus for 0.75 seconds more than us. Can we learn if we can’t focus? Apparently, yes, it’s called nano learning.

The power of data and CRM systems for education marketing

An effective CRM will unlock your full marketing potential! Explore how to use good customer data for unparalleled insights, ensuring personalisation is at the forefront of your strategy.

Edutainment as a content strategy: Why fun is your gateway to engagement

Fun is not overrated. It’s a simple concept, with a powerful backstory. Regardless of your age, it serves as a time machine, taking you back to carefree, content childhood days.

5 Ways you can humanise your education brand

Consumers are people after all, and people buy from people. As an education marketer, you understand the challenges of reaching and engaging with prospective students and their families in a crowded market.

Meta adds new and exclusive content options

Meta is introducing brand-new Subscriber Chats, giving creators the opportunity to organise private chat sessions with up to 30 individuals at once, creating a more private and intimate environment to foster community.

The rise of ed(tech) in India: Exploring the reasons behind the boom

Digitalisation is igniting a shift from traditional learning platforms, establishing opportunities open to those with an internet connection. This technological development has catalysed the growth of ed(tech) in recent years.

The looming TikTok ban: What it really means

In 2020 and 2021, BryteDance’s TikTok claimed the top download spot, due to losing our ability to connect face-to-face and our inability to undertake normal daily activities. The platform offered fun step-by-step dances that we learned along with our favorite celebrities and became a staple in homes with teens struggling to cope with isolation.

The state of AI in video marketing: The future of content creation is here

This powerful form of engagement increases return on investment, boosts engagement, and ignites higher conversion rates. As avid video marketers (and watchers), we explore the state of AI in video marketing and discuss how it is shaping the future of content creation.‍

Consistency is key: 4 Tips to maintain brand consistency

Think of your favourite company and the emotions that come to mind when you see its logo, office, product packaging, or TV commercial. That's the magic of brand consistency! By maintaining a consistent image, tone, and messaging across all platforms, a company can create a solid and dependable brand that customers can trust and recognise, every time.

Is marketing to children unethical? The dark world of toying with young minds 

Marketing to children is highly unethical. Free and imaginative minds that can change the world weren’t born on a computer chip. Developing brains must explore the troves of their minds without the hindrance of greedy influence.

Runnings ads on Twitter in 2023: Is it worth the hype?

If the beginning of 2023 has taught us anything, it’s that nothing is off the table, including revisiting marketing options that we had not considered in a while.

Do people still use Snapchat?

Snapchat has something of an “audience exclusivity”. The Snapchatter, as some call them, access Snapchat daily as their one and only go-to social media platform. According to App Annie, 35% of users that visit the platform daily do not visit Facebook, and 92% of Snapchatters do not access WhatsApp on any given day. Can’t relate.

UGC and education marketing: Striking the right balance

While most generations have plugged into the benefits of UGC, Gen Z has mined the benefits early in their life. No reviews? No thanks. This financially savvy generation was born with it.

It's personal: Why creating student personas is a must for your education company

In the world of education marketing, it's essential to keep your buyer personas at the forefront of every decision you make for your business and marketing strategy. By providing valuable content and services tailored to your personas, you'll not only drive sales but also foster a strong connection with your target audience, resulting in increased brand loyalty and trust.

ChatGPT: The marketers perspective

It’s the virtual assistant that you never need to speak to. It’s that friend who has the answer to everything. It’s that employee who never complains, and hardly takes a break. It’s the genie in the bottle, but instead of 3 wishes, it gives you an infinite amount of information.

The difference between MQL & SQL: And why it matters for education marketers

Getting mixed up between an MQL and SQL may have you reaching the lead at the wrong time and in the wrong way, leading to the erosion of your relationship with someone who could have potentially been a student.

Writing when you’re not a writer: 5 Tips to get started

As an education marketing agency, we believe in the power of the pen. There is a valid reason we hire writers – writing forms the basis for creating strategies, while the content we produce targets each audience eloquently - as if the very words were created for them.

Tapping into trends: Reimagine your brand for a new year

In this new era of digital transformation, tapping into the latest trends can help you reimagine your brand for a new world. From harnessing the power of social media to exploring new technologies, there are plenty of ways to stay ahead of the curve.

Dialing in while dialing up: The lost art of the phone call

Much like the telephone call, personable marketing seems to be a lost art. As marketers, we are always on the go, looking for the next big thing, the big idea, optimising this, planning that - so much so that we forget where our authentic source of creativity and production lies. Connection.

Unplugged: The opinions of Gen Alpha

We’re on the frontline of generational growth. We learn, every day. We’re allowed into the minds of the next generation of consumers. We pave the way for disruptive education. We use our words. We rest - and then we do it all over again.

Education marketing metrics: Adopting a full-funnel approach to your analytics

As education marketers, how do we know if our efforts are paying off? Of course, the prime goal at the end of the day is “how many students did we get?”. But, answering that question alone doesn’t give us much insight into how we are doing and more importantly: where we can improve.

A glimpse of the future: What does AI bring to the marketing table?

AI is changing marketing and advertising in many ways – here are 4 key impacts, and how we as marketers can adapt to it.

Cyber attacks in digital marketing: What you need to know

Putting a cyber-security system in place, teaching staff members how to reduce the risk, and sending employees for skill courses can stop a cyber threat from ever happening. Protecting yourself from a cyber threat is one of the best ROIs ever - especially when you’re an education marketer.

Redefining the traditional sales funnel: Using the flywheel in Education marketing instead

The enrollment funnel is longer because it has to be. Our students are making decisions that will impact their lives—and often the lives of their families—for many years to come.

Web3: Meet the third generation of the internet

In education marketing, we welcome change and technological advancements. Having the power to read, write, and execute at the tips of our fingers opens up a world of new opportunities for educational institutions and marketing.

Amazon ads: You may consider taking a bite out of the Amazon tree

As marketers, we need to design a strategy that attracts Gen Z, without turning away our existing audience - and without looking like we’re trying too hard. Easy, right?

Troubleshooting paid ads campaigns: Top metrics to look at and what they mean

The idea behind paid ads is great – you put money into an ad, and for every $1 you spend, you get $1.5 (or $2 or $3) back. It’s an investment, right? But it doesn’t always work out that way. Before you even start, you need to be aware of the role that competition plays in the digital ad world - and there’s a lot of it.

The future of education marketing: Does it start with behavioural psychology?

Marketers are in a unique position to use this knowledge to guide consumer behaviour towards the products and services they’re selling. However, there is a fine line between persuasion and manipulation. You can’t trick someone into buying something they don’t want or need just because you know how to nudge them into making that decision.

Can the AI driven online world be a safe space for teens?

What a wild time to be alive - let alone to be a parent. How do we keep the next generation safe in an increasingly digital world?

Disruptors and innovators in education, pt. 1: Female-founded education companies

In this first post of a series we are looking at female-founded and female-led education companies that are changing the world, one innovative idea at a time.

Changing the face of marketing: The role of social media

Social media has changed the face of marketing forever. It's become an indispensable tool in the arsenal of any company looking to grow its brand and reach new customers. And while it may seem like social media is here to stay, there's still plenty of room for improvement

Mental health issues highlighted by the algorithm: What it’s really showing us

While social media algorithms are in no way designed to highlight issues of the day - it seems that they've done exactly that. Let's call it collateral damage. It's by no means a conspiracy - merely a consequence of the world that we have designed.

What is neuromarketing? And why should you consider it in your campaigns?

Neuromarketing has been around for some time, but it’s not just a shiny new marketing buzzword. The science behind neuromarketing has been proven to be effective in improving consumer engagement and boosting sales.

Using social media as a means to diversity and inclusion

We live in a world where social media is a huge part of our lives. The more we understand about the groups of people who make up that world, the better we can tailor our interactions to them and keep them engaged.

Interview: On the mission of putting purpose over profit when doing business

VoiceHer CO-Founder and CEO Viktoria Elman, interviewed our founder Xenia Muether on the mission of putting purpose over profit and why those pillars are so important to her.

Viral marketing isn’t a strategy - it’s an outcome

The widespread use of memes on social media serves as an excellent illustration of contemporary viral marketing. Although not always connected to a specific product, the fundamentals of going viral and how memes spread go hand in hand.

Social Media Summit: Speaker interview with Xenia Muether

Xenia Muether is the Founder and CEO of Pink Orange, an education marketing agency launched in 2019. Check out our interview with her in anticipation of the upcoming Social Media Strategies Summit for Higher Education.

Benchmarking digital marketing efforts: Why does it matter?

Being able to accurately and meaningfully measure campaign success is an essential component of any good digital marketing strategy. But how is it done?

The creative concept: Why nailing it ensures campaign success down the line

Although most of us won’t work with or for a brand like Nike, this does not mean a creative concept for say an ed(tech) company cannot at least be eye-catching, effective in its messaging and attract new customers.

PPC 101: A guide to success

From digital media and search to digital creative, motion graphics, development, animation programmatic, CPM, data, analytics, and yes, becoming the PPC marketing guide.

Targeting (and timing) your digital education marketing campaigns for success

These days, most prospective students are savvy consumers. Overwhelmingly digital natives, what they want from an educational provider can’t be neatly summed up in a glossy course prospectus.

Likes don’t pay the bills - and what to focus on instead

Social media is one of the most impactful and cost-effective marketing platforms available to education companies today. But - likes don't pay the bills.

The face of media and design: Schools that are future-proofing creative careers

The innovation in the digital world continues to facilitate exposure and job opportunities for the future. Creative careers are on the rise, and designers are fast becoming an integral part of almost every industry.

Nano-influencers: Who are they, and why do they matter to higher ed?

The impact of the global pandemic, combined with the emergence of an absolutely digital-first generation (hello, Gen Z) gave rise to one term that we’ve all grown accustomed to - influencer marketing.

Social distancing from social media? Gen Z takes a stand against a toxic social culture

2022 has been crazy. Just to add to the melting pot of unpredictability, Gen Z has taken a stab at social media, deeming it toxic - and worthy of waste. So - where does this revelation leave education marketers?

Twitter experiments with new ways to enable custom algorithm controls

When Elon Musk announced his $44 billion purchase of Twitter, he pledged to improve the social network by "making the algorithms open-source to promote trust," among other things. What would happen if users could control their own?

Everything you need to know about TikTok: The short and sweet version

TikTok is the world's seventh-most popular social platform, with over 2 billion downloads (and counting! ). Still, it has an outsized influence on the cultural zeitgeist since it's the app of choice for the hyper-influential Gen Z.

Meta tests new avatar reactions in Instagram stories

It has been 9 months since Facebook rebranded to a more cosmetic and mission-aligned Meta - and in that time, they've birthed numerous advances to the way in which the platform operates.

How to measure a successful influencer marketing campaign

Influencer marketing works because influencers have earned the trust of their community, and their recommendations provide social proof to prospective consumers. But - is it measurable?

The power of purpose-driven education

This entire philosophy challenges the traditional framework of education - and by following such guidelines, educators avoid the biggest pitfall known to the industry: focusing on the theory, with little to no value in a real-world environment. In the end, learning moves from pedantic to powerful.

It’s On. TikTok versus IG. What are generational preferences trying to teach us?

Gen Z is supporting the rise of TikTok in the same way that millennials drove the rise of earlier platforms like Facebook and Instagram. Understanding the relationship between people and platforms is highly telling of what to expect from this coming generation. What are these generational preferences trying to tell us?

The lack of diversity in agencies is still a problem: A message from our founder

A 2020 survey found 70% of industry employees are white or caucasian, whilst black employees represented only 5.8%. As we still have such a long way to go in the digital agency space, there is a growing need of holding ourselves accountable to change.

Gaming and advertising: Is this the untapped market?

Here are some of the variables that are merging to make gaming a viable advertising channel.

Content marketing for higher education: 5 metrics that you should be using

It's not rocket science - but it is different.

Is there room for storytelling in education marketing?

Ready to tell your story?

4 Ways to optimise higher education conversion rates - and why it matters

Quality content is vital! Why? Because instead of increasing the number of visitors to your site, you can optimise to convert more visitors into students - doing more with less. How? Conversion rate optimisation.

Disruptors and innovators in education, pt. 3: Challenger universities

While in the past, a university degree was enough to guarantee employment, it’s today - less and less so. While preparing students to enter the increasingly competitive job market is in no way the sole responsibility of any university, it has become increasingly important to its students.

3 Common mistakes education marketers make - and how to avoid them

The primary goal of any campaign, regardless of industry, is to generate (quality) leads. The biggest mistake, or challenge, that education marketers face is that the campaign ends there.

Disruptors and innovators in education, pt. 2: The coding bootcamp world

In a world that is fundamentally selfish, and driven by foolish desires - there are a few who stand out from the crowd, and make it their mission to empower the lives of others.

Targeted advertising 101: Social media marketing for education companies

To make sure you’re spending your marketing budget where it can generate the best ROI, you need to understand the differences between the platforms available to you.