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What You Need to Add to Your College's Marketing Mix

Justin Smorawske


Remember the "four P's" of marketing? Product, price, promotion and place? For colleges and universities, your product is education, your price is your tuition and your place is when and where your courses are offered. With the rapid rate of change in the marketing field, that last "P"—promotion—can be difficult to scale when prioritizing your institution's marketing efforts.

Read on for three key additions to your college or university's marketing mix.


Ready or not, video is here, and it's taken over the internet. No matter what marketing goal you are trying to accomplish, odds are good that video content can help you get there. Looking for higher retention rates? Brainshark reports that 65 percent of video viewers watch more than three-fourths of a video. Looking to improve on your conversions? In a recent survey of B2B marketers, 70 percent of respondents claimed that their video content performs better than than other content for producing conversions. Video content is an incredibly effective way to demonstrate value to existing and potential students, and, if you're like most university marketing departments, you may not be producing enough of it.

READ: How to Make Live Video Work for Your College Marketing


According to a study conducted by the Pew Research Center, roughly 78 percent of 18-to-24-year-olds use Snapchat, and, of these users, 71 percent visit the platform multiple times per day. That is a massive population of college-aged students that are using the popular picture-messaging platform. With numbers like that, simply having a presence on Snapchat is not enough. Create content across different departments of your university, deploy geofilters to put your brand on student snaps and be intentional about your efforts. Still wondering how to make Snapchat work at your institution? Check our our blog: How Your College or University Can Make the Most of Snapchat.


Most colleges and universities have at least a few events peppered throughout the school year, but hosting unique and interesting events on your campus is an excellent way to increase engagement, improve retention and turn your students into promoters—which will ultimately drive freshman yield. Host a TEDx talk, put together open community service events or assemble a puppy petting zoo to help your students destress around finals. Find activities that work on your campus that will genuinely engage students, and you'll see the positive effects it has on your campus culture almost immediately. You can kill three birds with one stone by taking videos of the event and posting them to your university's social media accounts—including Snapchat.

READ: How to Take Advantage of Foot Traffic at Major College Events

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