6 Proven Strategies to Increase University Admissions Through Smarter Marketing

Let’s be honest — student recruitment today is tougher than ever.

Between economic uncertainty, shifting student expectations and more options than ever before (hello, bootcamps and online alternatives), admissions teams have their work cut out. It’s not just about filling places — it’s about connecting with the right students, in the right way, and making a lasting impression that leads to enrolment.

So, how can your university stand out and encourage more applications in this climate?

The answer lies in smarter marketing. Not necessarily more — just better. More thoughtful. More personal. More relevant. Below, we’ve rounded up six tried-and-tested strategies that are already helping universities attract, engage and convert future students.

1. Bring Your Campus to Life Through Social Media

Social media isn’t just a nice-to-have — it’s one of the first places prospective students go to get a feel for your university. Not the brochure version, but the real deal.

That’s why it’s worth showing the day-to-day campus experience — the lectures, the societies, the nights out, and yes, even the library hustle.

Take the University of Southern California. They saw a rise in student housing questions, so what did they do? Created a YouTube series inspired by MTV’s Cribs, showing off dorm life. The result? Thousands of views and even more engagement when students were asked to vote for their favourite.

The takeaway? Meet students where they are, and don’t be afraid to be creative. Your audience is already online — your job is to give them something worth stopping for.

‍

2. Build Trust With Video That Speaks to Students

Written content is great — but video? That’s where the connection really happens.

Video lets you speak directly to prospects in a way that feels natural and trustworthy. It doesn’t have to be big-budget either. A smartphone and an authentic story go a long way.

Whether it’s a student explaining how they overcame doubts, a lecturer breaking down what makes their course unique, or a fly-on-the-wall clip from a recent open day, these moments build the kind of familiarity that helps students say, “Yes — this place is for me.”

And if you're optimising those videos for SEO — with keywords, transcripts, and helpful links — you're not just reaching people, you're getting them to take action.

‍

3. Stay Visible With Targeted PPC Campaigns

Organic traffic is fantastic — but it won’t always get your course pages in front of the people who need them.

That’s where paid search (PPC) comes in. Done well, it helps you reach prospects with the right message, at the right moment — whether they’re searching for “MBA part-time London” or “undergraduate scholarships UK”.

The best part? It’s not just for peak enrolment season. Students are researching options year-round, so consider always-on campaigns with tailored messaging by audience or location.

Social platforms are also powerful here — especially if you're running visual campaigns aimed at younger audiences or niche programmes. Just make sure you’re speaking their language, not just ticking boxes.

‍

4. Make Your CRM Work Smarter, Not Harder

A good CRM doesn’t just store contact info. It helps your team stay connected with prospects every step of the way — from first enquiry to first day on campus.

The problem? Too many universities are still juggling spreadsheets and legacy systems. And that makes personalised engagement a lot harder than it needs to be.

With a modern CRM (like Full Fabric), you can:

• Send targeted comms based on behaviour, interest or stage.
• Track how applicants interact with your campaigns.
• Automate follow-ups so no one slips through the cracks.

It’s about working smarter — not harder — and making sure every prospective student feels seen.

‍

5. Tell a Compelling Story (Not Just a Sales Pitch)

Let’s face it — students today are savvy. They’re not just comparing courses, they’re comparing values, culture, outcomes and experience.

So, your marketing needs to do more than just inform. It needs to connect.

That means highlighting what makes your university tick. Show what your students go on to achieve. Share real stories, not just statistics. Make your values loud and clear. And remember — every interaction, from a homepage visit to a newsletter, should reinforce that brand story.

The earlier and more authentically you build that connection, the more likely you are to turn curiosity into commitment.

‍

6. Let Analytics Shape Your Strategy

It’s one thing to launch campaigns. It’s another to learn from them.

Analytics helps you understand what’s working — and what’s not. From open rates and click-throughs to event registrations and conversion data, every metric gives you a clue.

Are your emails landing? Are certain videos driving applications? Which ad audiences are most engaged?

Use this data to refine your strategy continuously — because the more you know, the more impact you can make.

‍

Final Thoughts

There’s no magic button to boost admissions overnight. But with a clear strategy, the right tools, and a more personal, student-focused approach, you can build meaningful connections that lead to real growth.

And if you're looking to streamline your student recruitment and simplify your admissions journey, Full Fabric can help. Request a demo to see how it works.