We’ve heard it so many times it’s become cliché: higher education is at a critical juncture. But it’s true. Enrollment declines, budget cuts, rapid advances in technology, and shifting student expectations are reshaping the landscape faster than many institutions can adapt. For those charged with telling their institution’s story, these challenges bring constant pressure. And yet, there are few spaces where higher ed marketers can openly share what’s on their minds.
Over the past year, we set out to change that. Traveling the country from New Orleans to Las Vegas and everywhere in between, we attended conferences and asked one simple question of higher education marketers: What’s keeping you up at night?
This study compiles and analyzes their responses, uncovering the most common challenges in higher education marketing today. Drawing on hundreds of conversations and handwritten notes, we’ve identified the themes that unite marketers across the country and offer actionable insights to help address them. The result is a comprehensive look at the issues keeping higher ed marketers awake – and ideas for turning sleepless nights into strategic action.
