As the impact of attracting students is huge, educational institutions inevitably invest a great deal of time and resources in this process. However, Educational Marketing is not just for that.
As well as attracting people to your institution, your team needs to take care to create actions aimed at students who are already enrolled. This process of retaining students at institutions is important and can be the difference between a room full or empty in the final terms of courses.
That's why we've listed some of the best practices for retaining students at educational institutions. Check them out!
1. Get to know your students
As a rule for any Educational Marketing action, knowing your persona (a fictional character that represents your real students) will ensure that all actions taken are well targeted.
After all, when we think of student retention, we're actually talking about personalizing their experience with your educational brand and bringing the relationship closer.
When you're starting a friendship with someone, for example, what are the first conversations like? We usually ask what the person's favorite activities are, what they like to do in their spare time, what they work with and what they usually drink. At first we try to get to know the person, and only then invest in some attempt at friendship.
The idea is the same with students, the difference is that the brand takes on the role of understanding people, pleasing them and winning them over.
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2. Use technology and data to anticipate needs
Digital transformation in the education sector allows institutions to collect and analyze data on student behavior, performance and engagement.
Predictive analytics platforms help identify students at risk of dropping out even before they express dissatisfaction, enabling preventive actions such as mentoring or personalized guidance.
The use of Learning Analytics and integrated management systems (such as educational CRMs) is already recommended practice in the best institutions and has a direct impact on retention rates.
3. Create an action plan for retained students
Before we continue with the tips, it's important to talk about an important audience: the students who are already retained by your educational institution. Over the semesters, your persona may be updated, but we always need to take care of this person who is at the institution and likes the service offered.
So create an action plan to continue nurturing good relationships with these people who want to stay in touch with your brand. If you don't, they may feel abandoned and a future sale (a postgraduate course, for example) may be impossible.
Caption: Group of engaged students interacting in a collaborative learning environment.
4. Make your brand a lovemark
Students want to be proud of where they study. When they graduate, they want to speak the name of the educational institution with joy. To achieve this, your team needs to do more than just attract people and offer degree courses.
What are your brand differentiators? How do students see them?
Lovemarks, such as Coca-Cola, Apple, BMW, Ray-Ban, Calvin Klein, among others, offer sensory experiences for their customers, have a close relationship and constantly generate expectations.
Just by looking at the names of these brands, you can already imagine big campaigns and news happening every day, but always with close customer service and a feeling that the brand is a "friend" of people.
This is what your educational institution should strive for: to create opportunities to surprise students and generate intimacy. Reduce robotic communication, hold events, create opportunities (internships, research, extension).
5. Increase students' motivation to study
Over the course of the course, the enthusiasm of the first few periods ends up being left behind and students become stressed and tired of classes. In order for them to maintain that same desire to study, some actions must be taken.
Firstly, the teaching methodology must be carefully considered. There are already very interesting models that stimulate learning and put the student in charge of their development.
This is the case with the inverted classroom. The technique consists of combining virtual and face-to-face learning, transforming the classroom into a place for debate and the exchange of knowledge, no longer a place for passive learning (students sitting and teachers talking).
Dynamic methodologies, such as the one we've mentioned, and the use of omnichannel practices (several communication channels simultaneously) instigate the student and put them in a constant challenge, which is beneficial for breaking up monotony.
In addition, the integration of digital resources and generative artificial intelligence has made learning experiences even richer.
AI-based tools can offer personalized tracks, adaptive assessments and immediate feedback, promoting greater student engagement and autonomy
6. Invest in quality content marketing
Content marketing is another ally in student retention. Your educational institution can have a team focused solely on producing relevant material for students who are already enrolled. How about setting up a blog just for these people?
In this space you can post internship opportunities, announce events, talk about parties, university competitions, encourage the creation of athletics and academic leagues, release scientific initiation notices, pass on information, give tips on how to go to parties without losing the rhythm of your studies, etc.
The important thing is to focus on the content that students already consume on social networks and other blogs, but with a special touch that is totally personalized for the students at your institution.
7. Create opportunities within your educational institution
Complementing the proposal to create quality content, it is also necessary for your educational institution to create opportunities for students. And create opportunities for students. The more events, project initiatives and movement in university athletics there is, the better people will be engaged.
Not all students will be interested in the opportunities that your school creates, but the fact that it offers experiences is already something incredible and something that increases the sense of pride in having studied there.
That's why you should seek out partnerships with companies to offer internships, create volunteer activities, invite course coordinators to propose special events for each area (but don't leave any degree out!), set aside space for athletics and provide support, and so on.
Think of strategies to allow students to spend more time at your institution, doing productive activities.
Even if you follow all these tips, there's one thing you and your team always need to keep in mind: student retention happens through brand relationships. So focus on creating a personalized experience for students.
Another essential factor in Student retention is offering ongoing support for mental health and well-being. Initiatives such as psychological counseling programs, conversation circles and preventive actions on anxiety, depression and adaptation to university life have shown significant results in retention.
Institutions that invest in psycho-pedagogical support create a more welcoming environment and increase the sense of belonging, reducing the risk of dropout.
Summary: Retaining students goes beyond attracting them: it requires knowing their personas, using data to anticipate needs and creating personalized experiences. Technologies such as AI, active methodologies, emotional support, content marketing and omnichannel strategies strengthen the bond between students and educational institutions, increasing engagement and reducing dropout.
In this work, email marketing is a great tool that can also be used by your team. Read our post on 7 tips on how to create student retention emails and add this strategy to your repertoire!
Effective strategies for retaining students: how to strengthen the bond with your institution
How does getting to know students better help with retention?
Understanding students' profiles and preferences allows you to create personalized experiences and closer relationships, which increases loyalty and reduces dropout.
What role does technology play in student retention?
Tools such as educational CRMs and predictive analytics help to identify risks of dropout and enable preventive actions, such as mentoring and personalized support.
What are lovemarks and why do they matter?
Lovemarks are beloved brands that create sensory and emotional experiences. In education, this strengthens pride in belonging to the institution and improves engagement.
How do you keep students motivated throughout the course?
Active methodologies, the use of AI and dynamic learning experiences help maintain student interest and participation throughout the academic journey.
Why invest in content marketing for students already enrolled?
Producing exclusive content for students, such as tips, opportunities and events, strengthens the bond with the institution and shows continuous care for the student.
How do events and projects help with retention?
Offering experiences such as internships, volunteering and involvement in athletics creates belonging and increases the student's time at the institution in a productive way.
What impact does emotional support have on student retention?
Offering psycho-pedagogical support and mental health initiatives improves well-being and adaptation, reducing the risk of dropping out and creating a more welcoming environment.
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