Our education team, responsible for developing digital strategies for our client partners in higher education, is always exploring. They seek ways to address issues emerging in real time for the institutions we work with. They are listening for questions that uncover pain points, trends, or other concerns.

Many of our university clients are seeking digital marketing support in the area of degree completion. They desire to increase enrollment for students returning to school, seeking a secondary degree, or who want to expand what’s possible in their careers through additional study. Identifying audiences that fit these criteria is very straightforward. Developing messages that help this audience to consider returning to school or driving action to inquire or apply is less so.

Our strategists consider these influential factors when designing for this audience.

Increased Competition

There’s increased competition and concerns over perceived value. Institutions need to continually assess and improve their programs to remain competitive and attract and retain students.

Part Time and Older Students have Lower Completion Rates

While college completion rates are improving, disparities still remain an issue. Part-time students and older students tend to have lower completion rates compared to their full-time counterparts. To improve degree completion, institutions need to address these disparities and provide support and resources tailored to the needs of different student populations.

Earning Potential

The outcomes of higher education, such as post-enrollment earnings and student loan repayment, can impact degree completion. Institutions that prioritize providing support for graduates to find employment and manage their student loan debt will address both financial and emotional concerns.

Financial Factors

Financial barriers, such as tuition costs, living expenses, and financial aid availability, can impact a student’s ability to complete their degree. Adequate financial support, including scholarships, grants, and work-study programs, can increase the likelihood of college completion.

To overcome these challenges, consider the following strategies:

It’s important to note that the impact of each factor can vary depending on individual circumstances and other contextual factors. Additionally, these factors do not operate in isolation and often interact with one another.

When developing creative for these audiences, it’s critical to consider these factors in the visuals, headlines, and copy. A few idea generators are below:


Personalized Experiences with an Advisor


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