Attracting more students to university, and keeping them, is a reality that is fully possible when good strategies for educational marketing are used.Among these strategies are those that rely on digital platforms as the main means of reaching potential enrollees. These online marketing tools are powerful, however, it is also possible to invest in offline marketing to attract more students to the university, retain them and generate a good reputation for your brand.
What you will see in today's post:
It's time to understand the value of offline marketing to attract more students. Check out the best strategies and learn how to conduct them!
There is no doubt that digital marketing has its place. With it, it is possible to segment the audience well, accurately measure the results achieved and evaluate the success of the strategy.
Despite the advantages, it is worth not being tempted to ignore other ways of marketing. Have you ever stopped to think that a good part of your audience might be outside of online media?
So, the saying goes: don’t put all your eggs in one basket! Before investing your entire marketing budget in a single strategy, do some research into your audience's profile, understand where they tend to find information and which media are most effective in reaching them.
According to the report ROI Genome: Omnichannel and a Brave New World by Analytic Partners, companies that adopt an omnichannel marketing strategy — that is, that integrate online and offline channels — see an average 32% increase in return on investment (ROI) compared to those that use isolated strategies. In addition to expanding the institution’s reach, this approach directly benefits future students’ decision-making throughout their enrollment journey.
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Radio, newspapers and billboards are examples of media that still generate great credibility. They tend to require higher investments than those made in online channels, but it is possible to obtain a good return with them.
One possibility for this is to work with press relations actions. Professors, students and directors at your university can be the source of journalistic articles for radio and TV. This is a cheap way to expose your brand and increase your credibility.
In addition to press relations, advertising is also a possible solution. However, pay for quality spaces where the public can be reached — segmented magazines, for example — and check the cost-benefit of the operation.
One practice that has been gaining traction is the use of QR codes in printed materials, such as billboards and magazine ads. By scanning the code, interested parties can be directed directly to a personalized landing page with more information about the course, pre-registration forms, or even a video presentation of the institution. This strategy connects the physical to the digital and allows for precise measurement of the offline campaign.
If you don't want to depend on ads in major magazines or articles published in newspapers, no problem! You can invest in your own publications. The term Branded Content refers to content produced by a brand that generates authority for it. The brand becomes a producer of content, be it educational, informative or entertainment.
Producing a specialized magazine that circulates in the community or holding recreational events (a race, for example) are good examples of Branded Content actions.
Word of mouth and student recommendations are worth a lot! People tend to value the opinion of those who are close to them (friends and relatives), so referrals are good forms of marketing.
Invest in actions that provide discounts for students who refer other students and create discount packages for members of the same family. This benefits your brand and the student community.
Caption: Connecting Offline Strategies with Student Behavior.
Finally, invest in actions that bring the institution closer to the community. The key word here is engagement: find out about the problems that exist in university mediations and check what it can do to help residents.
There is a huge diversity of actions with local schools or of a socio-environmental nature that can be developed. This type of marketing, in addition to attracting more students to the university, helps to create a positive image for the institution.
Furthermore, initiatives focused on ESG (Environmental, Social and Governance) are increasingly present in institutional strategies. A 2023 Deloitte survey found that 55% of young people aged 18 to 25 consider the institution's social values and practices before making an educational decision. Investing in projects with real social and environmental impact can be a decisive competitive advantage when it comes to attracting new students.
Did you see how offline marketing to attract more students can be easy to execute and Low budget? Assess your brand’s current needs, study your audience and put these strategies into action!
Want to know more? Contact us and find out how to apply these strategies at your university!
Yes. Despite the growth of digital strategies, offline marketing remains effective, especially when integrated with online efforts. Traditional media like radio, newspapers, and outdoor advertising still hold credibility and reach audiences outside the digital space.
Some of the most effective include: exposure in traditional media, branded content initiatives, student referral programs, and community or environmental engagement actions. These approaches strengthen the institution's reputation and visibility.
Branded content refers to content created by the institution to generate value and authority for the brand. In education, this may include producing specialized magazines, hosting local events, or offering informative materials related to university life.
You can use QR codes linked to landing pages, unique promotional codes, and analytics tools (like Leadmatch) to measure engagement and conversion rates. These resources connect offline actions to your digital ecosystem and provide measurable insights.
Omnichannel marketing improves reach and user experience. Research shows that institutions using integrated online and offline strategies see up to a 32% higher return on investment (ROI) compared to those using isolated tactics.
Absolutely. Socially and environmentally responsible initiatives improve brand perception and attract students who value ethical practices. According to a 2023 Deloitte survey, 55% of Gen Z consider an institution’s values before making an enrollment decision.