In a recent conversation with Rachel Schulties, SVP Client Services, Level Agency we discussed her thoughts on the evolving landscape of higher education marketing and strategies to keep pace with today’s changing demands. Schulties, who started her journey in the higher education space as an affiliate manager, has witnessed profound changes in how educational institutions market themselves and connect with students over the last two decades. Today she works with institutions and agency partners to develop forward-thinking marketing strategies that prioritize transparency, student needs, and innovative program offerings.
The Evolution of Marketing in Education: From the “Wild West” to a Compliant Era
Reflecting on the early days of online education marketing, Schulties recalls what she describes as the “Wild West” era. Back then, pay-per-lead (PPL) was the dominant model, with a heavy emphasis on lead generation through basic lead-funnel websites. In those days, regulation was sparse, and many institutions faced scrutiny over misleading practices. As Schulties explained, institutions often operated in a space with few standards or compliance guidelines, leading to a significant shift in creative positioning and marketing practices once regulations were introduced.
Now, Schulties says the focus is on integrity and compliance, with a strong emphasis on transparency in marketing materials. The goal is to ensure prospective students have the information they need to make informed decisions that are more likely to lead to positive outcomes.
Alongside ensuring the Level team has a deep understanding of regulations and compliance standards, Schulties has also partnered with third-party solutions to equip schools with automated tools for continuous website scanning, affiliate monitoring, and admissions insights powered by machine learning. “It’s essential that our marketing reflects the reality of the programs and keeps student interests at the forefront,” Schulties emphasizes, stressing that today’s campaigns prioritize not only compliance but also integrity as a core company value.
Embracing Innovation and Future-Proofing Programs
As the higher education industry becomes more competitive, Schulties advises institutions to think forward and offer programs aligned with the evolving job market. “We’re working with a client who’s launching an AI bachelor’s and master’s program,” she says. According to Schulties, programs that harness emerging fields like artificial intelligence allow institutions to stay relevant while preparing students for future job opportunities.
Many institutions are also experimenting with hybrid and competency-based models that cater to non-traditional students, such as adult learners and working professionals. Schulties notes that these innovative formats resonate with today’s students, who seek flexible pathways and direct applications for the skills they acquire.
The Shift Toward Career-Oriented and Trade Programs
With rising interest in career-oriented and trade programs, educational institutions are focusing on areas where job demand is high. Schulties observes that many students today are drawn to programs with clear career pathways, like nursing and skilled trades. These areas of study are booming, partly due to the practical skills they offer and the growing opportunities in fields that cannot easily be automated. As Schulties points out, “Our clients are looking to create programs that genuinely set their students apart in the job market.”
Navigating Modern Challenges: Politics and Accessibility
Schulties highlights how political changes, such as financial aid policies and admission criteria, impact the higher education industry significantly. She notes that every election cycle can bring shifts in funding and admissions policies that affect both institutions and students. In addition, recent conversations about diversity and access are influencing recruitment and admissions, with an emphasis on reducing wealth-based barriers to education.
“While there was a concern that removing affirmative action regulations and diversity requirements from institutions could decrease racial representation, what we’ve seen instead is a shift that emphasizes the socioeconomic gap, with wealth and resources becoming even more influential in college access.”she shares, citing accessibility issues related to location and financial resources as factors that institutions must consider.
Marketing for the Modern Student
Marketing strategies in higher education have evolved from traditional pay-per-lead methods to full-funnel multi-touch strategies that leverage traditional advertising, social media, influencers, and targeted ads. Schulties suggests that educational institutions learn from other sectors, like direct-to-consumer and brick-and-mortar retail brands, to connect more effectively with prospective students. “There’s a lot that higher education can learn from other industries, especially in terms of storytelling and creating brand advocates.”
Schulties’ approach emphasizes meeting students where they are—whether through social media channels or community forums. By aligning messaging with students’ goals and providing transparent, relevant information, institutions can build stronger connections and foster long-term engagement.
Looking Ahead
As Schulties looks to the future, she stresses the importance of staying adaptable and proactive. Institutions need to not only understand the emerging trends but also be willing to innovate their programs, communication strategies, and policies. By offering unique and forward-thinking programs, embracing compliance, and meeting students’ evolving needs, educational institutions can thrive in an increasingly competitive landscape.
For those in the education sector, Schulties’ insights serve as a powerful reminder that innovation, integrity, and a commitment to the modern student are essential in shaping the future of education.
