Marketing That Connects

Many institutions struggle with a disconnect between polished marketing materials and actual student engagement or enrollment outcomes. We explore why beautiful branding often fails to resonate with prospective students and how to create messaging that truly connects.

• Professional marketing isn't always effective when it doesn't speak to students' values, fears, and aspirations
• International students often seek belonging, safety and community over career statistics
• Students want to know if they'll feel welcome, see people like themselves, and receive proper support
• Co-create content with current students using authentic voices rather than scripts
• Localize your strategy to different markets rather than using one-size-fits-all messaging
• Ensure marketing and admissions teams work in close alignment
• Focus on showing the experience rather than just listing features

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