When surveying the higher education landscape, it is evident that institutions work hard to differentiate their schools; however, recent generations of students have been spoiled by the prolific marketing of educational services, leaving them unimpressed by many schools’ hard-fought efforts.
With all the annual research and trends reports available online for every higher education marketing team, a lot of the websites are jumping onto the same trends, breeding similarity between them. Because of this, the messages that were historically differentiating by students are now regarded as table stakes — appearing as only crumbs in overall effort.
As today’s higher education institutions aggressively market features and programs to attract scholars, it becomes more difficult to understand what causes a web visitor to stick around and what drives them away. Although it is valuable to highlight the points of differentiation that your university offers in order to drive student interest, it is more important that you pass the first test: the initial impression.
There is a set of things that students currently expect to see referenced during a cursory visit to your website (home page and admissions sections). You must make it clear that you are meeting their baseline expectations in order to make it into their further consideration set. The following items are currently things that students expect any credible institutions to be able to cover.
Innovative Academic Programs
Even if you are not the most innovative of institutions, it is important to communicate how you are pursuing innovation by highlighting it on your website. Showing that you are keeping pace causes students to want to further investigate your offerings rather than immediately dinging you as outdated. Students now expect that all schools — including community colleges, liberal arts schools, public universities, and state schools provide — innovative academics in some way, shape, or form.
Clemson Admissions page featuring information about numerous majors, minors, and graduate degree programs
Examples:
- Offering interdisciplinary programs: Combining fields like technology and humanities or business and environmental science to create innovative and relevant academic offerings.
- Industry partnerships: Collaborating with lead companies to provide real-world experience through internships, co-op programs, and guest lectures.
- Specialized degrees and certifications: Developing programs in emerging fields such as artificial intelligence, sustainable development, and digital marketing to meet the growing demands of the job market.
Students expect to see advanced academics on your website because they want to know that they will be able to reach a new understanding of their area of study and to get a sustainable education through your schooling. Institutions that do not advertise these forward-focused programs could be regarded as inadequate because of the new normalcy of these provisions.
State-of-the-Art Facilities and Technology
The quality of the learning environment within higher education institutions is a crucial factor for students when choosing a university because it can determine the value of their education. Current students have increased their expectations, and want to see the amenities below on your website as they consider them minimum prestige.
The homepage of the University of Michigan displaying images of research at the university
Southern Methodist University Undergraduate Admissions page demonstrating its first-rate facilities
Examples:
- Sophisticated research labs and equipment: Providing students with access to updated technology and resources for cutting-edge research.
- Innovative learning spaces: Creating collaborative and flexible learning environments that support various teaching methodologies and student needs.
- Digital infrastructure: Ensuring high-speed internet, comprehensive digital libraries, and robust online learning platforms for seamless hybrid or remote learning experiences.
The examples above replicate some of the offerings that higher education institutions are making available, and students now look for when searching for schools. In order for students to validate the education you provide, your programs must include these amenities to some extent.
Global Engagement Opportunities
Colleges have been increasingly making international opportunities more available to scholars and marketing these programs. As students live out their college experiences, many of them seek programs that allow them to study in an off-campus environment. The examples below present programs that colleges have been making visible on their website for students.
New York University Admissions page features information about the numerous global campuses and programs that they offer to their students
Examples:
- Study abroad programs: Providing opportunities for students to study in different countries, exposing them to diverse cultures and global perspectives.
- International campuses: Establishing campuses or partnerships with universities abroad to facilitate easier access to international education.
- Cultural exchange programs: Promoting student exchange programs and international internships that enhance cultural understanding and global networking.
Modern students may not validate your institution if there are no visible forms of global programs or opportunities on your website because of the recent popularity of international services. Exposure to cultures outside of campus are increasingly important to students as they prepare themselves for life post-college.
Strong Support Services and Campus Life
Student success is closely linked to the support they receive and their overall campus experience. Many universities or colleges are lacking in their support services as their competitors increasingly create opportunities for better campus life and happier students. Below are some examples of provisions that students regard as the minimum expectations for support services.
Texas Tech page features information about student life and involvement
University of Oklahoma includes pictures and information about student life on campus
Examples:
- Comprehensive support services: Offering academic advisement, mental health services, career counseling, and mentorship programs.
- Engaging extracurricular activities: Providing a wide range of clubs, organizations, sports, and arts programs to enrich the student experience and foster a sense of community.
- Inclusive environment: Ensuring diversity and inclusion initiatives that create a welcoming and supportive atmosphere for students from all backgrounds.
Current students expect to feel supported and cared for within education institutions.
Conclusion
The world of higher education is continually altering its programs to better student experience. As these advancements are made, students are trained to expect to be offered services that allow them to have the best learning experience possible. Before considering points of differentiation for your institution, it is important to be sure that you are meeting and highlighting baseline expectations of students. The new standard for educational institutions has been pushed to ensure all future generations have access to a comprehensive learning experience.
By: Mary Kate Patrick
