When future students are researching where to study, it’s rarely decided on a single interaction with an institution. Prospective learners can take months comparing programs and locations while they weigh their options.
For enrollment marketers promoting colleges and universities, it pays to stay visible throughout this process. Those that see the strongest results have multitouch campaigns to ensure their school is seen and stays top of mind.
Visibility builds confidence
Cross-platform exposure using a variety of resources and content helps reinforce awareness and trust, particularly when the information is shared in trusted environments.
EducationDynamics' 2026 Modern Learner Report found that “prospective students no longer follow predictable enrollment pathways. Instead, they move through a dynamic, multi‑channel discovery process shaped by artificial intelligence, digital platforms, and continuous comparison of educational options.”
Clearly, it pays to be there!
First-party data supports smarter decision-making
When students are researching, not all will be at the same stage in their decision-making.
Using first-party data and AI analytical intelligence will help marketing professionals identify learners who have already engaged with relevant program content. Additionally, thanks to AI’s predictive capabilities, marketers can target students who are more likely to engage in the future.
In fact, according to an RNL report, 80% of private institutions now use admissions tracking to monitor and predict students' progression toward enrollment, while another 80% use statistical modeling to predict enrollment likelihood.
Marketers who aren't using predictive analytics in their earliest outreach are missing an enormous opportunity. These insights allow for prioritizing recruitment to reach the right people at the right time in the right space.
Building momentum throughout the journey: The SmartBrief method
Recognizing that successful enrollment campaigns rely on multiple touchpoints throughout the decision-making period, SmartBrief has created its FlyWheel for Growth.
This framework helps institutions connect content with audience insights and share the combination via SmartBrief solutions to achieve focused, meaningful engagement with prospects.
We know that:
- Trusted content creates engagement.
- Engagement provides valuable audience insights.
- Those insights help marketers refine targeting and deliver more relevant experiences.
- Stronger targeting creates deeper engagement over time.
See the SmartBrief Flywheel in action
Our new guide, What's Working in Higher Education Marketing, showcases three successful campaigns that use a multi-touchpoint approach to engage prospective learners.
You'll see real examples of how these institutions combine trusted content, audience intelligence, and cross-channel activation to reach the right audiences.
