How Can Marketing Impact Student Retention?

In our newly published article, "The Impact of Marketing on Student Retention," we highlight the importance of marketing now and later - that is, during the enrollment process, but also during the entire student life cycle through graduation.
Read our new article to learn about the importance of marketing now and later – that is, during the enrollment process, but also during the entire student life cycle through graduation.

Believe it or not, marketing doesn’t stop once a student is enrolled. Rather, it can play an important role throughout the duration of a student’s educational journey, providing the motivation and encouragement for students to continue progressing in their studies.

In our newly published article, “The Impact of Marketing on Student Retention,” we highlight the importance of marketing now and later – that is, during the enrollment process, but also during the entire student life cycle through graduation.

Marketing communications can have a noticeable impact on your student retention rates, creating opportunities to motivate students to start, stay, and, if necessary, even re-engage.

  • Marketing to prospective students allows you to get to know them on a more personal level, assessing learning styles, goals and potential red flags.
  • Marketing to existing students allows you to reinforce expectations, milestones and support options, keeping students on track.
  • Marketing to prior students allows you to remind them why they enrolled in the first place, helping them re-engage and accomplish their goals.

Marketing messages, campaigns and frequency should be based on behavioral and other data that you collect through your interactions with students. By tailoring messages, campaigns and frequency based on this information, and engaging in consistent communications over time, you can give students the tools and encouragement necessary to retain them.

Marketing across the student life cycle maximizes interaction, which not only lets students know about the resources that are available to them, but it lets them you are there for them, first and foremost.

Brittany Smith

Brittany Smith is a marketing professional with broad experience in many aspects of marketing: media management, new product development, branding, and creative advertising. She earned a BS in Marketing from the University of Utah.