Enrollment Marketing Strategy: How to Attract Students and Align Programs

Enrollment marketing strategy is no longer optional—it’s essential for institutions looking to grow in a competitive, high-cost digital environment. In this episode, Dr. Drumm McNaughton speaks with Max DesMarais, Director of Strategy at Vital, about how colleges and universities can use data, content strategy, and full-funnel marketing to improve student recruitment and ensure academic offerings align with demand.

Building an Effective Enrollment Marketing Strategy

• Validate program demand before launch using research, polling, and student behavior data.
• Use student-friendly program names that match what prospective learners are searching for.
• Treat marketing as a strategic function, not just an operational cost.

Improving Program Visibility and Differentiation

• Define what sets your programs apart—and communicate it clearly.
• Avoid generic messaging; focus on outcomes, flexibility, and student needs.
• Promote content that supports early-stage decision-making, not just applications.

Aligning Programs with Market Needs

• Adjust program format, pricing, and positioning to reflect real-world demand.
• Consider flexible tuition strategies and delivery models for nontraditional learners.
• Use community and employer input to shape offerings before they launch.

Three Takeaways for University Presidents and Boards

1. Lead with Research – Don’t greenlight programs or campaigns without validating student and employer interest.
2. Invest in Full-Funnel Marketing – Build awareness and trust early to reduce cost per lead and improve conversions.
3. Clarify Differentiation – Know what makes your institution unique and ensure it’s reflected in every message.

Institutions that align marketing, academic planning, and student insights will be positioned to thrive in a shrinking enrollment environment. Tune in to learn how to sharpen your enrollment marketing strategy and build a more responsive, competitive institution.

Read the transcript on our website: https://changinghighered.com/enrollment-marketing-strategy-how-to-attract-students-and-align-programs/

#EnrollmentMarketing #HigherEdLeadership #AcademicProgramGrowth #StudentRecruitmentStrategy

About Our Podcast Guest

Max DesMarais runs the digital marketing strategy and paid advertising departments at Vital, managing online marketing activity and processes for a wide variety of clients - including Vital's own marketing department. He has a specialization in education and has helped dozens of clients improve the results and efficiency of their marketing strategy.

Connect with Max DesMarais on LinkedIn →

About the Podcast Host

Dr. Drumm McNaughton is the founder, CEO, and Principal Consultant at The Change Leader, Inc. A highly sought-after higher education consultant with 20+ years of experience, Dr. McNaughton works with leadership, management, and boards of U.S. and international institutions. His expertise spans key areas, including accreditation, governance, strategic planning, presidential onboarding, mergers, acquisitions, and strategic alliances. Dr. McNaughton’s approach combines a holistic methodology with a deep understanding of the contemporary and evolving challenges facing higher education institutions worldwide to ensure his clients succeed in their mission.

Connect with Drumm McNaughton on LinkedIn→