Education marketing is a fascinating, multi-layered strategy that transforms universities from places of learning into aspirational brands. I’ve personally seen how powerful this can be, especially when I think back to my own experiences with education and what drew me to certain institutions. It’s not just about selling a degree; it’s about creating a story that speaks directly to your dreams and ambitions. Schools like Harvard know this well. Let’s face it—people aren’t lining up to pay $56,000 a year just for lectures and textbooks. They’re buying into the Harvard experience—the prestige, the networking opportunities, and the lifelong associations that come with it.
Harvard, in particular, has mastered the art of making itself more than just an academic institution. It’s a brand. Think about it: what makes someone take out massive loans, sometimes without hesitation, to study there? It’s the promise of belonging to an elite club of future CEOs, presidents, and innovators. That’s where education marketing shines. It’s not just about filling classrooms; it’s about making prospective students believe they’ll be part of something much bigger.
PR: Crafting and Protecting the University’s Reputation
Public relations plays a huge role in education marketing, and it’s more than just sending out press releases. It’s about continuously building a school’s prestige. Take the case of Harvard again—its alumni network acts as a perpetual PR machine. Every time an alum achieves something great, the university’s reputation gets a boost. Just look at recent headlines: Harvard alumni like Sheryl Sandberg (former COO of Facebook) and Pete Buttigieg (U.S. Secretary of Transportation) constantly reinforce the narrative that attending Harvard opens doors to top-tier careers.
Beyond alumni, Harvard is consistently in the news, often for groundbreaking research or influential faculty members. Remember when Harvard made waves for its role in the development of CRISPR gene-editing technology? That wasn’t just a scientific breakthrough—it was a PR win. Suddenly, the university was at the forefront of a global conversation about the future of medicine, reinforcing its image as a leader in innovation. When these stories hit the media, they serve as indirect advertising, reminding prospective students (and their parents) of the cutting-edge work happening within those ivy-covered walls.
Viral Debates: Creating Buzz and Engaging Audiences
Universities today know that going viral isn’t just for TikTok influencers—it can also apply to academic institutions. One of my favorite examples of this is when Oxford Union, the famous debate society at Oxford University, hosted a debate on the ethical implications of artificial intelligence. It wasn’t just any debate. The speakers included some of the world’s leading tech thinkers, and the debate itself was live-streamed to millions. Clips of it flooded social media, sparking conversations far beyond the Oxford campus.
The debate didn’t just generate buzz—it positioned Oxford as a university that engages with the biggest questions of our time. That’s the magic of viral debates in education marketing. They give universities a chance to showcase their intellectual firepower while engaging a global audience. It’s content marketing on steroids. Students see these debates and think, “I want to be part of this conversation.” It’s a masterclass in turning academic rigor into something not just relevant, but cool.
Another great example comes from the University of Chicago. In 2019, the university hosted a debate on climate change between top environmentalists and skeptics. It went viral on YouTube, reaching a much larger audience than expected. More importantly, it gave the university a platform to highlight its role in addressing global challenges—a crucial aspect of their brand. Universities aren’t just places to get a degree; they’re where the world’s problems are debated and, hopefully, solved.
Email Newsletters: Staying in the Student’s Mind
You’d think email newsletters would be a bit outdated, but when done right, they’re incredibly effective. Universities use them to maintain ongoing relationships with prospective students, current students, and alumni. The key is to make them engaging, informative, and, above all, part of the bigger marketing narrative.
Take Harvard’s monthly alumni newsletter, Harvard Gazette. It’s not just filled with dry academic updates. It includes stories of recent alumni successes, upcoming events featuring celebrity speakers, and research breakthroughs that are changing the world. One particular email newsletter from Harvard that really stood out to me featured an in-depth piece on Natalie Portman’s career trajectory from Harvard grad to Oscar-winning actress. It didn’t just talk about her success—it framed it as part of the broader Harvard alumni story. This is education marketing in action: using real-life success stories to keep the brand alive in the minds of everyone who receives that email.
Another standout example is from the University of California, Berkeley. Their monthly email newsletter often highlights stories of alumni making a difference in fields like social justice and environmental sustainability. One newsletter I remember showcased an alumna working in refugee camps, helping women gain access to education. It wasn’t just an inspiring story—it was a subtle reminder that Berkeley is a university with a mission to change the world. Newsletters like these keep the school top of mind for prospective students, who are looking for more than just a degree; they’re searching for purpose, and Berkeley is smart enough to position itself as the place where purpose-driven students belong.
Influencer Marketing: Bringing in Cultural Icons
One of the most interesting recent trends in education marketing is the use of influencer marketing. Harvard invited Chiara Ferragni, a global fashion icon, to speak at an event. This wasn’t just a random invite—Chiara represents the future of digital media and entrepreneurship, both things Harvard is keen to be associated with. Her presence at the event made waves on social media, and her millions of followers saw Harvard as not just a traditional institution, but one that’s evolving and connected to the modern world.
Another university embracing this trend is the London School of Economics (LSE), which invited Greta Thunberg to speak about climate change. By aligning themselves with influencers and cultural icons who stand for something, universities tap into the passions of their target audience. It’s no longer enough to host academic speakers—you need to show that your institution is connected to the pulse of modern issues.
Education Marketing is the Art of Selling a Dream
At the end of the day, education marketing is about selling more than just a degree. It’s about selling the dream of a better future, the promise of belonging to an elite club, and the vision of success that many students crave. Whether it’s through viral debates, strategic PR, or the latest email newsletter, academic institutions craft stories that captivate and inspire.
What fascinates me the most is how universities, especially the prestigious ones, have figured out how to position themselves as more than just a stepping stone to a career—they market themselves as life-changing experiences. That’s the real magic of education marketing. It taps into your deepest desires and says, “This is where you need to be if you want to make a difference in the world.”
