The way students discover, evaluate, and choose institutions has changed. Has your media mix kept up?
We’ll be diving into this exact topic at the 2025 AMA Symposium for the Marketing of Higher Education in our pre-conference workshop on Sunday, November 9. But we’re not waiting until then to start the conversation.
If you're still investing heavily in siloed tactics or generic paid search campaigns, you're likely missing opportunities to connect with students where they are and how they expect to be reached.
Let’s look at what needs to evolve.
Myth #1: “Search and social are enough.”
They were. Not anymore.
Today’s students move across multiple channels, often in the same day. If your marketing strategy isn't full-funnel and omni-channel, you're likely losing prospective students along the way. Think connected customer journeys, not disconnected tactics.
Myth #2: “We just need more impressions.”
Impressions don’t equal impact. What drives conversions today? Personalized messaging, relevant targeting, and strategic segmentation.
Leveraging first-party data across platforms like programmatic, social, and video allows you to reach students based on actual behavior and intent, not just broad demographics.
Myth #3: “We can figure it out later.”
In an overwhelming digital world, delayed action = missed enrollment opportunities. The higher ed institutions that are winning right now are building agile media plans that optimize continuously, not reactively.
That’s exactly what we’ll be covering in our AMA workshop:
Rethink the Higher Ed Media Mix: Programmatic, Personalization & the Modern Funnel
Sunday, November 9 | 1:30-3:30 – Pre-Conference Workshop
We’ll walk you through how to:
- Build full-funnel, omni-channel campaigns
- Use programmatic and smart retargeting effectively
- Leverage first-party data for meaningful segmentation
You'll leave with a clear framework you can take back to your team. Plus, fundamental, actionable ideas to improve performance across the marketing funnel.
Can’t Make the Workshop? Visit Booth #450
We’ll walk you through the same strategic planning exercise at our booth. Plus, you’ll receive a personalized media mix document with:
- Paid media channel recommendations
- Targetable audiences by platform
- Insights tailored to your institution’s goals
Let’s Talk Strategy
Whether you're ready to modernize your media mix or just want to explore what's next in higher ed marketing, we’d love to connect. Join us at the workshop or stop by Booth #450 at the 2025 AMA Symposium for the Marketing of Higher Education. Let’s rethink what’s possible.
Not attending AMA this year? Let’s connect anyway.
We’d love to walk you through the same strategic planning exercise, virtually. Reach out and we’ll create a personalized media mix recommendation tailored to your institution’s goals.
