Yes, you can manage higher education marketing on data alone—many institutions do. But it’s an uphill battle. It requires more money and more time. The reality is, if you’re only looking at the enrollment data, you miss the bigger picture. You’re chasing trends instead of anticipating them.
That’s where insight comes in. It bridges the gap between numbers and meaning, transforming raw data into a deeper understanding of what truly drives student engagement and enrollment growth.
Data tells you who, what, and sometimes how. But data never tells you why. Only insight tells you why.
Having spent nearly two decades in higher education enrollment management, I can confidently say the biggest game-changer is insight —an intimate understanding of your audience that drives real behavioral change. Insight-driven marketing goes beyond data and strategy; it blends the art and science of marketing to create meaningful connections and lasting growth.
What if achieving real student enrollment growth wasn’t as complicated as it seems?
Understanding the student journey isn’t just about tracking clicks and conversions. It takes conversation. It takes connection. It takes insight. The institutions that truly move the needle on enrollment are the ones that dig deeper—beyond the numbers—to understand why students make the decisions they make.
The Student Journey is More Than Just a Funnel
The student journey is not a straight line. It’s complex, emotional, and filled with moments of apprehension, excitement, and everything in between. If you want to drive enrollment, you must meet students where they are and when they are open to engaging. Not just in terms of media placement but in every stage of their decision process.
There are five stages of the journey:
Many institutions focus heavily on Awareness and Decision, pouring their money into ads and pushing students toward applications. But what happens in the middle and the end? The Consideration and Retention phases are where students experience the most apprehension and challenges, and it’s where insight can make all the difference.
Why Insight Matters More Than You Think
The most successful enrollment strategies don’t just track behaviors; they understand motivations. With more and more diversity in higher education, it’s critical to recognize and account for the unique journey students take- shaped by their goals, backgrounds .and intended career paths.
Each journey is unique and should be acknowledged and understood. That’s where insight comes in.
- Customer Journey Mapping: Understanding what students need at each stage to prevent missed opportunities and optimize engagement.
- Persona and Segmentation: General demographics aren’t enough. To truly connect you need deep insight into motivations, barriers, and influences- because demographics tell you who your students are, but not why they choose, hesitate, or engage.
- Positioning and Messaging: To attract and engage students, your brand and messaging must be clear, compelling, and aligned with their needs.
Too often, institutions operate based on assumptions. They assume cost or timing is the biggest barrier to enrollment. They assume students understand the application process and next steps. They assume their website is clear and easy to navigate. But assumptions do not drive results, insight does.
During my time at Brado, I’ve seen firsthand how insight-driven media helps universities differentiate themselves. This approach is in direct contrast to my previous experience at an Online Program Manager (OPM) and the difference in performance has been remarkable. Not only are we reaching students where they are, but we’re also providing the right information at the right time—helping them make decisions faster and shortening the sales cycle. The proof? Inquiry-to-start conversions for insight-driven media are 2x higher than those for data-driven media.
Beyond the Numbers: How Insight Transforms Enrollment Marketing
When you take the time to understand the student journey, your marketing becomes:
✔ More Cost-Effective: Investing in the right places means you’re not wasting money on inefficient campaigns and channels.
✔ More Personalized: Messaging speaks directly to students’ concerns, rather than relying on generic value propositions that do not resonate.
✔ More Actionable: Insight-driven strategy ensures every touchpoint is intentional, moving students forward in their decision process.
Brado has partnered with an innovative university that is dedicated to advancing education and prioritizing student success. Over the past 15 months, we worked together to launch a new program with an insight-driven approach, moving away from traditional marketing strategies. Through small but strategic changes uncovered through research, we achieved quick, high-impact wins- particularly in the late-funnel stages, where we saw significant improvements in conversion and engagements. Building on these insights and ensure sustained success, we focused on several key strategies:
- Refining keyword strategy and bid management.
- Focusing investment on the channels where the audience is most active.
- Crafting messaging aligned with the student journey.
- Integrating Conversational Engagement™ for deeper interaction.
The result? Higher conversion rates, lower cost per click, and increased start volume.
Retention Through Insight: How Understanding the Student Journey Boosts Retention Rates
Many institutions focus heavily on marketing and enrollment but often overlook the critical phase between enrollment and graduation. But what if you could do more than attract students—what if you could retain them? Think about the investment it takes to bring in new students, as well as the cost of losing them once they’ve started. Understanding student motivations, questions, and needs early on helps your institution to proactively address challenges before they become problems. Universities that prioritize insight throughout the entire student journey see stronger student retention rates because they anticipate pain points and adapt—whether through program adjustments, support services, or curriculum refinements. This forward-thinking approach creates a supportive learning experience that fosters student success and long-term retention.
The Future of Enrollment: Insight over Instinct
I’ve seen higher education marketing efforts driven solely by enrollment data that are costly, time-consuming, and inefficient. Worse, these efforts often miss the mark entirely. However, when marketing is powered by the right insight, it transforms. It connects with prospective students on a deeper level, resonates with their needs and motivations, and—most importantly—delivers results. Insight-driven marketing strategies are more effective, driving student engagement and enrollment growth. It’s about working smarter, not harder, to achieve measurable outcomes and boost enrollment success.
So, the real question is, are you chasing enrollment data, or are you taking the time to truly understand your students?
The future of higher education enrollment — and student retention — lies in the ability to choose insight over instinct because insight delivers results and drives success.
At Brado, we empower universities to connect with prospective students in ways that are both personalized and impactful. Brado provides tailored solutions to fit your budget and needs, ranging from Insight and Digital Marketing to Conversational Engagement™. Ready to optimize your student enrollment marketing strategy? Contact Brado today for a tailored solution! We are here to help!