Survey: Higher Ed Marketers To Increase Online Budgets

Are higher education marketers doing enough online? A new survey conducted by EducationDynamics (formerly Halyard Education Partners) suggests not. While marketers cite favorable results from online lead generation campaigns, few are allocating significant portions of their marketing budgets to online media. However, this may be changing in the coming year.

The survey, "Study of Institutional Goals for Student Recruiting and Retention," found that 42 percent of those participating credited online campaigns for a majority of their qualified leads. Nevertheless, only 35 percent allocate 20 percent or more of their budgets for online marketing. And only 9 percent allocate more than 40 percent of their budgets to online.

However, half of those surveyed said they intend to increase their online marketing budgets in the coming year, and none said they plan to decrease it.

Some of the other findings of the survey included:
  • Fifty-five percent said that online communications with parents would be valuable for converting leads;
  • Eighty-one percent said social networks would be helpful for enrollment, and 76 percent said these would be useful for retention; and
  • Seventy-four percent said they have no way of measuring student cost per start.
The study involved about 100 marketers from not for profit higher education institutions who attended the American Marketing Association conference in San Diego, CA in November. The results were released this week. Further information can be found at the link below.

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About the Author

David Nagel is editorial director, education for 1105 Media's Public Sector Media Group and editor-in-chief of THE Journal. A 22-year publishing veteran, Nagel has led or contributed to dozens of technology, art and business publications.

He can be reached at dnagel@1105media.com. You can also connect with him on LinkedIn at or follow him on Twitter at @THEJournalDave (K-12) or @CampusTechDave (higher education).


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