Go-To Marketing Strategies To Promote New Higher Education Programmes

Launching a new academic programme is an exciting opportunity for your university. Whether it’s designed to meet shifting industry needs, replace an outdated course, or offer more flexible learning pathways, a new programme deserves the right attention — and the right students.

But how do you get your new course in front of prospective learners? How do you stand out in a competitive, global market?

This guide outlines essential marketing strategies to help your team launch a new programme with clarity, creativity, and purpose — turning interest into enrolments.

1. Start With Personas: Know Who You're Talking To

Before building campaigns, you need to understand your audience. Start by creating student personas — realistic profiles based on your ideal candidates. These should cover motivations, demographics, challenges, and preferred communication channels.

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Research that goes beyond the data:

• Speak with prospects. Encourage admissions teams to hold one-to-one conversations with prospective students and offer personalised advice.
• Host interactive events. Webinars, open days, and meet-the-student sessions help prospects gather insights into career outcomes, learning environments, and graduate stories.
• Conduct keyword research. Use tools like Google Keyword Planner or SEMrush to understand what your audience is searching for. Which terms do they use when researching programmes like yours?

Don’t forget to consider platform preferences too. Are they on Instagram or LinkedIn? Do they read blogs or watch explainer videos? Tailoring your messaging to their preferred spaces will increase visibility and engagement.

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2. Shape Your Message With Clarity and Context

Once you know who you’re speaking to, build messaging that speaks to their goals and answers their questions. Your key messages should:

• Clearly state what makes the programme different or valuable.
• Reflect your university’s wider mission and positioning.
• Use clear, accessible language that avoids academic jargon.

Consider what’s motivating your audience: is it career advancement? Flexibility? Specialisation? Show how your programme delivers on those drivers.

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3. Create Content for Every Stage of the Journey

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Establish Your Presence

Start with the fundamentals:

• Build a dedicated landing page optimised for relevant keywords.
• Integrate it smartly into your website, making it easy to find.
• Use SEO insights from your persona research to guide page content, metadata, and headings.

You may also consider a PPC campaign if you’re targeting a competitive space. While more expensive, it can significantly boost reach when executed alongside organic tactics.

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Create High-Value Content

Think across formats and channels:

• Blog articles that highlight outcomes, alumni stories, or trends in the field.
• Short videos introducing the programme leader or showcasing student projects.
• Social media posts designed to educate, inspire, and convert.

And don’t forget PR. Issuing a press release or coordinating with industry media can help amplify your reach — especially if the programme is innovative or aligns with current job market needs.

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Capture and Nurture Leads

The goal is conversion. Think carefully about your CTAs. Do you want users to:

• Download a prospectus?
• Register for an open day?
• Start an application?

Use lead magnets like downloadable brochures or videos in exchange for contact details. Then, set up email nurture campaigns to keep prospects engaged.

With a solution like Full Fabric, you can:

• Segment leads based on behaviour and preferences.
• Personalise follow-up emails and nurture sequences.
• Track lead engagement and conversion in one place.

This ensures every candidate receives timely, relevant content that encourages them to move from awareness to action.

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Final Thoughts

A successful programme launch goes beyond simply “announcing” a new course. It requires a deep understanding of your audience, a clear message, and content that connects across channels and moments.

Done right, you won’t just generate interest — you’ll build genuine engagement and attract students who are the right fit for your programme and your institution.

Planning a programme launch? Use Full Fabric to manage your recruitment campaigns, automate email workflows, capture prospect data, and track applications from start to finish. Book a demo today to see it in action.