What is Enrollment Marketing?

As of Fall 2024, there are about 19.28 million undergraduate students in the U.S., which is an 8.43% drop from the 21 million students in 2010. This decline has pushed colleges to find new ways to attract potential students.

According to RNL’s latest study, 74% of online program recruiters think AI can boost conversion rates.

Source: RNL

According to Ellucian’s 2024 Education Report, over 80% of school administrators expect AI to be used more in areas like student success, enrollment management, and marketing.

These points highlight that colleges are now using smarter, tech-driven enrollment marketing strategies to deal with the challenges of fewer students enrolling.

What is Enrollment Marketing?

Enrollment marketing is the process that institutions use to attract potential students. It involves using strategies like email, social media, and websites to connect with students and guide them throughout the application process.

The goal is to attract, answer questions, and show why the university is a great choice. It’s about reaching potential students at the right time and encouraging them to apply and enroll.

Marketing Strategies to Increase Enrollment

Enrollment marketing involves using targeted strategies to attract and enroll potential students. These strategies help boost potential student interest and enrollment numbers.

Video Marketing for Engagement

Video storytelling helps universities connect with students emotionally and makes their message more memorable. According to the 2024 State of Video Report, about 86% of institutions already use YouTube to engage with potential students. Lectures and blogs can be turned into short clips and videos to boost reach. Plus, 92% of video marketers say video gives good ROI. It’s a smart, cost-effective way to boost enrollment.

AI-Powered Chatbots for Instant Support

Gen Z students want quick answers, and AI chatbots can provide help 24/7. They can assist potential students through the admission process and answer questions right away. This reduces wait times and makes the student experience better. Georgia State University saw a 23% increase in graduation rates after using AI chatbots. Chatbots make communication faster and more efficient, helping with enrollment success. With Edmo’s Conversation Intelligence, universities can respond to inquiries in under 1 minute, giving students fast answers when they need them.

Stay Connected Through Email

Even today, email remains one of the most effective ways to communicate with potential students. A 2025 survey by EAB indicates that 76% of students prefer to receive communications from colleges via email, particularly during the later stages of their college search process. Universities can use email to send crucial information such as admission dates, scholarship updates, and course details.

Source: EAB

Grow Your Social Media Presence

Since 88% of people aged 18 to 29 use social media regularly, platforms like Instagram, Twitter, and Pinterest are highly effective for reaching prospective students. A strong and active social media presence helps your institution connect with students where they already spend their time. For example, UNCCh apel Hill encourages students to share campus life using #TARgram, while the University of Michigan gets over 1.2M views on Pinterest every month. Staying active on social media helps you attract and engage more students.

Use Predictive Analytics 

Predictive analytics helps universities identify which potential students are most likely to apply by looking at past data. This helps marketing teams use their time and resources to target students who are more likely to enroll. For example, Southern Methodist University used data to group students based on interest, preventing brochures from being sent to those least likely to apply, saving over $120,000. With Edmo’s Conversation Intelligence, universities can track student emotions and intent in real-time, ensuring they focus on the right students for better engagement.

Conclusion

Enrollment marketing is all about using smart tools and strategies to connect with potential students and guide them through the admission process. Whether it’s through video, chatbots, email or social media, each method plays a different role in attracting potential students. By focusing on what works, universities can improve communication and increase enrollment in a smart way.

FAQs

Question 1. Why is social media important for universities?
Answer. With most young people active on social media, platforms like Instagram and Twitter help universities connect with students where they spend time and boost engagement.

Question 2. What role does predictive analytics play in enrollment marketing?
Answer. Predictive analytics helps universities focus their efforts on students who are most likely to enroll, saving time and resources while improving recruitment success.

Question 3. How does AI help in enrollment marketing?
Answer. AI makes it easier to support students instantly through chatbots, predict which students are likely to apply, and personalize communication saving time and improving results.

WRITTEN BY

Aastha Aarya

Study Abroad Expert

Aastha Arya is a Senior Content Writer at EDMO who writes about topics covering education technology, AI, and case studies pertaining to the higher education sector. She has a 4-year of experience in this field and also likes to delve deeper into the role of AI tools empowering universities by automating high-priority tasks such as document review, processing, responses to student queries, etc.

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