A lot of higher ed marketing focuses on campus life. Many universities are known for their sense of community or their social life. But is that enough? Do members of Generation Z place as much value on the college experience as older generations? Sure, feeling like you are a part of a college community is important, but higher ed marketers should focus on more tangible benefits to entice prospective students. This could include things like technology, special majors offered, a high rate of students who graduate with jobs lined up, etc.
We have all seen the cookie-cutter college commercials. Many flash "[University name] is..." across the screen followed by a set of generic adjectives and video of students doing fun things on campus or sitting in a classroom. Others have students saying that their university is their home and why. But to reach prospective students you need to set yourself apart and not look just like any other college.