Marketing in higher education is a dynamic and evolving field, requiring strategic planning and adaptability to meet the needs of diverse student populations. Dr. Kyle Dalpe, President of Western Nevada College (WNC), shared invaluable insights on the Higher Ed Conversations podcast from his extensive experience in both journalism and academia. Here are five key strategies that can help institutions strengthen their marketing efforts, particularly in rural communities.
1. Prioritize Community Engagement and Student Support
Dr. Dalpe emphasizes the importance of being present and engaged—not just for recruitment, but for long-term student success. Institutions should work on removing barriers that students face, such as transportation challenges or difficulties navigating campus.
Action Step: Foster a campus-wide commitment to student support, ensuring that all staff—from faculty to custodians—understand their role in guiding students to success.
2. Re-Engage “Stop-Out” Students
Colleges can boost enrollment by reconnecting with students who have paused their education. A targeted outreach campaign for these students can encourage them to return and complete their degrees.
Action Step: Develop a system for identifying and reaching out to former students, offering personalized support and resources to help them resume their education.
3. Invest Strategically in Marketing Initiatives
Marketing budgets should be allocated toward initiatives that yield measurable results. While ad buys and promotional materials are important, institutions must focus on marketing efforts that provide a strong return on investment (ROI).
Action Step: Analyze past marketing campaigns to determine which strategies were most effective and allocate resources accordingly to maximize impact.
4. Build Partnerships with Local Communities
For colleges in rural areas, understanding community needs and forging relationships with local leaders is essential for effective outreach. Institutions should tailor their messaging and offerings to align with the priorities of the communities they serve.
Action Step: Engage with school districts, business leaders, and local organizations to develop educational programs that align with regional workforce demands.
5. Create a Welcoming and Inclusive Campus Climate
The student experience goes beyond traditional marketing—it’s about creating an environment where students feel supported and valued. A positive campus climate can significantly impact retention and student success.
Action Step: Train faculty and staff on best practices for student engagement, ensuring that all interactions contribute to a welcoming atmosphere.
Dr. Dalpe’s insights underscore the importance of adaptability, inclusivity, and strategic investment in higher education marketing. By implementing these actionable strategies, colleges can foster stronger connections with students, improve enrollment, and drive long-term success in an increasingly competitive landscape.
More on this topic: Podcast Ep. 39: Building Bridges: Promoting Education and Community Engagement
