Fundamentals of a high-performing acquisition strategy in higher education
In an increasingly competitive environment, succeeding in a student recruitment campaign is no longer about simply placing a few ads. Institutions must now activate several levers, address different profiles, and deliver a message that is clear, personalized, and distinctive.
Here are the essential keys to structuring an effective campaign.
1. Clearly define your targets: students and parents
The first step is to clearly identify who you are addressing.
In most cases—particularly post-secondary admissions—parents play a central role in the decision-making process. It is therefore essential to build the strategy around two target groups:
- Students: sensitive to the atmosphere, the quality of academic programs, and campus life.
- Parents: focused on the value of the diploma, the supervision offered, and career prospects.
This requires designing differentiated messages tailored to each audience in terms of tone, formats, and communication channels.
2. Develop a distinctive and engaging message
In a highly competitive environment, standing out is a must.
Your message must highlight what truly differentiates your institution: innovative teaching methods, concrete career opportunities, strategic partnerships, personalized support, etc.
It is these differentiating elements, presented clearly and accessibly, that will spark interest, drive clicks, and ultimately lead to conversions.
3. Implement a multichannel strategy
An effective acquisition strategy relies on multiple complementary channels:
- Search (Google Ads) → to capture prospects actively searching.
- Social media (Meta, TikTok) → to build visibility and generate interest among a wider audience.
- YouTube → to tell your story through immersive formats.
- CRM and email marketing → to nurture leads through to the decision-making stage.
This approach makes it possible to capture intent-driven prospects while also building medium-term brand awareness.
4. Optimize formats and content
Format plays a crucial role in performance.
Video, particularly on social media, remains the most engaging format today. It is important to test different types of content: student testimonials, program spotlights, glimpses into campus life, etc.
The goal: speak the language of your target audience while showcasing the strengths of your institution.
5. Refine landing pages
A campaign can only deliver results if users are directed to coherent, well-designed pages.
An effective landing page should provide:
- A smooth, structured journey
- Clear differentiating Arguments
- Visible, contextualized calls to Action
- Perfect consistency with the advertising message
6. Set up precise, granular tracking
Finally, to monitor performance and refine optimizations, rigorous tracking is essential:
- Conversion tracking segmented by program or Curriculum
- Structured UTMs to identify the most effective sources, campaigns, and Formats
- Data integration into the CRM to connect acquisition to actual enrollments
This allows for smarter investment decisions and ensures a direct link between marketing actions and tangible recruitment results.
Conclusion
A successful recruitment campaign relies on a balanced combination of precise targeting, distinctive messaging, multichannel activation, and a seamless user journey.
It is this structured approach—aligned with the expectations of both candidates and families—that will allow an institution to stand out in the long term.