The VPM Blog

Why You Should Consider Working With a Higher Ed Marketing Agency

Posted by Rachael Gamlin on Feb 2, 2015 10:11:28 AM

Let me start by saying that there’s a lot of misconception revolving around the purpose of a Higher Ed Marketing Agency like Verge Pipe Media. Hell, when I first started working here, I was fuzzy on the details of everything we did (don’t judge, we’ve all been there), as are many of the people that consider working with us. Potential clients tend to shy away from companies like ours because they’re worried we’ll take work away from their Communication and Marketing team, or worse, we’ll replace them. However, this is far from what actually happens and just as far from our purpose.


I’ve discovered that one of the main keywords in this business is with. We work with different companies and higher education teams to develop social media content that stands out to prospective students and alumni. We rely on these teams to provide us with the information for upcoming events and relevant stories, coordinate with us on getting video and pictures and provide us with their vision for their social media platforms.

This distribution of work in a higher education college or school is crucial in a variety of ways. Most importantly, it allows communication directors to focus on creating internal marketing materials. These include booklets that contain essential information about the school and a substantial amount of written content. On the other hand, here at Verge Pipe we create content specific for social media, like infographics and photo posts. We develop content that draws students in and makes them want to receive more information about your school. Social media has the advantage of being adaptable, allowing us to cater to and attract specific students by tweaking our posts to target certain groups.

At this point, you may be asking yourself why you should hire a team that manages social media when you already know all about Facebook and Twitter. How hard can it be? But it’s not as simple as creating a lot of content and plastering it on social media in hopes of grabbing the attention of a few students and alumni. We perform loads of audience analysis which allows us to understand the characteristics, personalities and like/dislikes of our targeted audience. With all this information, we can know whether to include pictures of puppies on campus or a post about a university’s campus recreation facilities. We also analyze what is working for other schools and use these as benchmarks to improve the content we produce. Finally, we’re your eyes and ears any time you’re out of the office (as well as in the office!). We monitor all of a school’s social media accounts at all times. We’re the ones who will respond to students’ tweets on weekends and to the alumni who post to Facebook with questions about donations after they’ve put their children to bed.

So there you have it, our purpose and goals for higher ed inbound marketing. If you’re feeling swamped and overwhelmed from having to manage your internal marketing to potential students and alumni while juggling keeping all your social media pages fresh and up-to-date, consider investing in some inbound marketing (and maybe even give us a call! #shamelessplug).

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photo credit: symphony of love via photopin cc

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