What Are 5 Effective Marketing Strategies for Recruiting Undergraduate Students?

Written By Morgan Northmore

By Morgan Northmore, Digital Marketing Coordinator at Noetic Marketer. Morgan specializes in crafting digital content and social media strategies that help higher education institutions connect with prospective undergraduate students and drive enrollment.

Key Takeaways:

  • Meeting students on the social media platforms they use daily is essential for building a connection and driving engagement.

  • Marketing efforts should also target parents, who are a massive influence in the decision-making process and respond to messaging about value and outcomes.

  • Developing a unique and authentic institutional brand enables a university to stand out from its competitors and resonate with prospective students on a personal level.

  • Crafting specific messaging for international students is critical for tapping into this significant market segment, but strategies must adapt to new government policies.

  • Organizing on-campus and virtual events makes prospective students feel included and provides them with a tangible sense of the university's community and environment.

Every year, universities face the same challenge: a graduating class creates empty seats that need to be filled. In a competitive landscape, institutions must continually attract new students by proving their school is the best possible choice for them.

This guide offers five proven strategies that higher education institutions can utilize to enhance their recruitment marketing, connect with prospective undergraduates, and achieve enrollment targets.

1. Meet Students Where They Are

This might sound obvious, but one of the most important things any post-secondary institution can do is market to students on platforms that resonate with them - namely, social media. As mentioned in our blog post "Marketing to Gap Year Students," 99% of Canadians between the ages of 18 and 24 are active on some form of social media.

Why is social media important to the undergraduate student recruitment process?

Social media is important to the undergraduate student recruitment process because it provides a direct and engaging platform for institutions to connect with prospective students where they are most active. This positively changes the recruitment dynamic, allowing institutions to attract students through their social media pages. It's an ideal place to showcase authentic student life, highlight unique programs and opportunities, and ultimately convince prospective students that your institution is the right community for them.

How can I increase my school's social media presence?

You can increase your school's social media presence by responding to comments, posting consistently, holding contests or raffles, and involving current students. 

  • Respond to comments: Acknowledging both positive and negative comments shows professionalism and demonstrates that your institution is willing to address issues and concerns up front.

  • Post consistently: To ensure your institution’s accounts stay on students’ radars, set up a consistent posting schedule for your content.

  • Hold contests or raffles: Contests are one of the most effective ways to boost engagement. You can make entry requirements, like asking users to follow your account or tag friends to boost your online engagement and follower count.

  • Involve current students: Your university will often get the most exposure from current students’ social media pages. You can encourage student posting by starting a hashtag for your institution to build an online community.

2. Remember the Parents

Parents can have a significant influence on many students’ lives. They go on campus tours with their kids, read through admissions materials, and sometimes, they end up paying for their child’s education. Their opinions matter, but universities often overlook the importance of including parents and guardians in their marketing plans.

Why should higher education marketing target parents?

Higher education marketing should target parents because their opinions matter, yet they are often forgotten in marketing plans. Including them ensures you are addressing a key influencer in the decision-making process. Acknowledging their role and providing them with the information they need builds trust and confidence in your institution as a whole.

What information do parents look for when helping their child choose a university?

Parents seek information that helps them assess the value of their investment and ensures their child will be safe, supported, and successful. From their perspective, the most important factors include:

  • Return on investment (ROI) and career outcomes: What are the job placement rates and co-op opportunities? Will this degree lead to a stable career for my child?

  • Financial value and transparency: What is the total cost after scholarships and aid? Are all fees clearly stated upfront, with no hidden costs?

  • Campus safety and environment: Is the campus secure? What safety measures are in place? Is the surrounding area a suitable environment for my child?

  • A supportive and positive community: Will my child fit in and feel like they belong? Are there strong student clubs and a positive social atmosphere?

  • Comprehensive student support: What academic advising, mental health services, and career counselling are available if my child needs help?

How can universities build trust with parents online?

Universities can build trust with parents online by being transparent, accessible, consistent, and responsive, ensuring parents feel they have accurate information and are part of the conversation. Specific strategies include:

  • Emphasize value and outcomes: Show clearly what students gain (job outcomes, alumni success stories, return on investment) so parents see that the cost of education is worthwhile.

  • Dedicated “parents and families” sections/portals: Create web pages or portals just for parents with FAQ sections, downloadable guides, and information on costs, safety, support, and deadlines.

  • Targeted, frequent communication: Use email, print, SMS, or text campaigns directed explicitly at parents to update them on deadlines, financial aid, safety, campus life, and more. Regular updates help build reliability.

  • Use video and testimonials: Video messaging from administrators, faculty, parents or alumni helps humanize the institution. Parent or alumni testimonials are powerful trust builders.

  • Transparent logistics and policies: Be upfront about tuition, fees, hidden costs, safety measures, housing, and support. Clear policy statements and visible infrastructure or safety information help reduce uncertainty.

  • Multi-channel presence and responsive engagement: Be where parents are: website, social media, virtual events. Enable two-way communication (including questions and feedback) and respond promptly.

  • Gather feedback and adapt: Use surveys, feedback forms, or parent panels to understand what concerns parents most, then adjust content or communications accordingly.

3. Create a Brand

Why is a unique brand important for student recruitment?

A unique brand is important for student recruitment because it ensures your school lives in the back of prospective students’ minds and stands out from the competition. 

What makes an institution’s brand stand out to Gen Z students?

An institution’s brand can stand out to Gen Z students by being authentic, value-driven, visually engaging, and responsive to what matters most to them. Some ways this shows up in practice include:

How can smaller schools compete with larger universities through branding?

Smaller schools can compete with larger universities through branding by leaning into their unique strengths, emphasizing personal connection, and operating with agility and creativity. You might try:

  • Lean into niche strengths: Smaller schools can highlight distinctive programs, smaller class sizes, closer professor contact, unique campus culture, or specialized areas (e.g. arts, trades, environmental studies) to differentiate themselves.

  • Community and personality: Authentic storytelling about student life, local impact, and campus community can feel more personal than a large “mass-appeal” approach. Small universities often have the advantage of intimacy.

  • Agile marketing and experimentation: Because they are smaller, these institutions can try new channels or content formats faster (e.g. novel social media trends, modular content, influencer partnerships) with lower risk.

  • Strategic partnerships: Collaboration with local businesses, community organizations, and even high schools can amplify brand reach. Additionally, alumni and peer ambassadors can serve as micro-influencers.

  • High-quality digital presence: A slick, responsive website, good visuals, virtual tours, clear value messaging; these are highly influential. If small universities can deliver a high-quality digital experience, they can “punch above their weight.”

How can I showcase my school's vision and authenticity?

You can showcase your school's vision and authenticity by utilizing high-quality visuals and giving your institution a distinct personality.

  • Utilize high-quality graphics and video content: Your website and social media pages should be full of eye-catching designs, detailed illustrations, intriguing photographs, and creative video content. Statistics show that more than 90% of people’s first impressions of a website are based on its design. Backing your statements up with pictures of students on campus or videos of student interviews is a way of providing social proof.

  • Give your institution a personality: When a student chooses their university, they tend to select a place that aligns with their personality. Your institution should feel alive. Having character will allow your institution to resonate with a much wider pool of prospective students. 

How do you measure the success of a university branding campaign?

You can measure the success of a university branding campaign by tracking key traffic and engagement metrics. For example, a Noetic Marketer brand awareness campaign for an Ontario-based university successfully elevated the institution's profile, leading to a 10% increase in homepage traffic and a 12% increase in website engagement time.

4. Consider International Students

Why is recruiting international students important for Canadian universities?

Recruiting international students is important for Canadian universities as they represent a significant portion of the student market. According to a 2024 report from ICEF Monitor, Canada hosted over 1 million international students in 2023, a 29% increase from the previous year. However, the Canadian federal government announced a two-year cap on new international student permits in early 2024, making the recruitment landscape more competitive. A focused strategy is now more important than ever.

What should I include in marketing material for international students?

Marketing material for international students should include advertisements and content that focus on their unique experiences. Your content should prominently feature support services like visa and immigration advising, housing assistance, and international student orientation programs. Highlighting specific student groups or cultural clubs can also make your institution feel more welcoming.

How can I recruit international students in 2025?

You can recruit international students in 2025 by creating advertisements that incorporate messaging pertinent to their unique experience. Ads can include information on international scholarships, campus tours (virtual and in-person), and testimonials from other international students.

What do international students look for when choosing a Canadian university?

International students look for a Canadian university that offers a clear path to academic and personal success in a new country. From their perspective, key factors include:

  • Seamless transition and visa support: How will the university help with the study permit and visa process? Are there orientation programs specifically for international students to help with cultural adaptation?

  • Post-graduation work permit (PGWP) and career pathways: Does the program qualify for a PGWP? What are the internship and career opportunities for international graduates in Canada? 

  • Global recognition and academic reputation: Is the university and its degree respected internationally? Are the faculty and research opportunities world-class?

  • A welcoming and inclusive multicultural community: Does the university have a diverse student body and cultural clubs? Are there specific support services for international students?

  • Clear costs and international financial aid: Are tuition and living costs clearly outlined? Are there specific scholarships or financial aid opportunities available for international students?

Ads targeting international students can include:

  • International scholarship programs

  • Bursary opportunities 

  • International exchange programs

  • Student groups focused on international student experience

  • Campus and/or residence tours

  • Interviews with or testimonials from international students

By incorporating these aspects into your advertising, you’ll let prospective international students know that their experience matters to you, which can make all the difference when it comes to application season. 

5. Organize Events

One of the best ways to let students know that they are valued is to get them involved. Making people feel included is essential, as students are looking for an environment where they feel welcome and comfortable. An event, whether in-person or virtual, is often the first tangible experience a student has with your institution's community. Setting up events that are open to high school students will show them that you want them to participate on campus, which can end up being a deciding factor when hitting that final acceptance button.

What are the best recruitment events for high school students?

The best recruitment events for high school students are those that allow them to participate on campus and experience the community. In addition to traditional on-campus events, it's crucial to offer virtual options to engage students who cannot travel. Consider hosting:

  • “Meet Your Professors Night” (department-specific): An opportunity for prospective students to engage with faculty members in their areas of interest.

  • Student panels: Current students share their experiences and answer questions about campus life, academics, and extracurriculars.

  • Varsity sports events: Prospective student-athletes can attend games and learn about athletic programs.

  • Student society information events: Showcase the diverse range of student clubs and organizations available on campus.

  • Prospective student mixers: Informal gatherings that enable prospective students to meet one another and current students in a relaxed setting.

  • Campus tours: Guided walks around the campus to highlight key facilities, residences, and academic buildings.

  • Open houses: Comprehensive events providing an overview of the university, its programs, and campus resources.

  • Prospective scholarship student events: Tailored events for students interested in or eligible for scholarships, including information sessions and networking opportunities.

  • Virtual campus tours: Interactive, guided tours that allow students from anywhere to explore the campus.

  • Program-specific webinars: Online sessions with faculty members from different departments to discuss curriculum and career paths.

What event follow-up strategies increase enrollment conversions?

Event follow-up strategies increase enrollment conversions when they are timely, personalized, and supportive. Key tactics include:

  • Personalized follow-ups: Send emails or messages tailored to what the student showed interest in (program, campus life, financial questions). 

  • Consistent multi-touch campaigns: After the event, follow up via email, social media, SMS, and retargeted ads to reinforce messaging and remind of next steps (applications, deadlines).

  • Provide next steps and clarity: After the event, make sure students know what they need to do: application process, housing, financial aid deadlines, scholarships, etc. Remove any friction.

  • Offer virtual office hours: Allow prospective students/parents to schedule brief one-on-one conversations with admissions, financial aid, or international student offices to clarify doubts.

  • Feedback loops: Ask attendees for feedback —what they liked, what they didn’t, and what more they wanted. This data helps improve future events and makes students feel heard.

These tips will help you bolster your undergraduate marketing efforts, in turn contributing to lead boosts and increased enrollment! Remember - your institution is what matters most, so if your marketing materials are true to your school’s vision and atmosphere, you’ll attract the best possible undergraduate students for your programs.

Boost Your Undergraduate Enrollment

Book a free, no-obligation consultation with our education marketing experts today.

Key Recruitment Marketing Terms

  • Gen Z: The demographic cohort, born roughly between the mid-to-late 1990s and the early 2010s, that makes up the primary audience for undergraduate student recruitment. They typically value authenticity, social responsibility, and digital-first communication.

  • Brand Identity: The collection of all elements that a company creates to portray the right image to its consumer, including its values, communication style, and visual design.

  • International Student Recruitment: The process of attracting and enrolling students from outside the institution's home country, which requires specialized marketing and support strategies.

  • Post-Graduation Work Permit (PGWP): A permit that allows eligible international students in Canada to stay and work in the country for up to three years after they graduate. The eligibility of a program for a PGWP is a major decision-making factor.

  • Return on Investment (ROI): A measure used to evaluate the benefits of an education. For parents and students, this often means comparing the cost of tuition against the value of the career opportunities and potential earnings a degree provides.

  • Social Proof: Evidence from other people (like current students or parents) that validates a choice, such as positive reviews, testimonials, or high engagement on social media posts.

Morgan Northmore
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