The campus may need more than one brand voice
Recent enrollment guidance argues for localised campus identities, clearer programme content, and metrics tied to applications rather than clicks.
the recommended window for connecting AI spend to enrolment outcomes
The Story
The Higher Education Marketing Institute’s latest roundup makes a useful case for treating each campus as a local brand, with distinct landing pages, reviews, local links, and audience journeys. It also separates student and parent messaging instead of treating them as one funnel.
The important correction is measurement. High click-through rates can hide weak applications, poor yield, or expensive enrolment. The recommendation is to connect content, UX, and AI investment to applications, enrolled students, and cost per enrolled student over a longer measurement window.
For designers, this means the landing page is not the finish line. The work should make the next decision easier: compare programmes, understand cost, trust the outcomes, and know exactly what to do next.
Studio Wensday Angle
Higher-ed websites need to function as decision-support systems, not digital brochures.