Higher-ed marketing needs to measure enrolment, not just engagement
A forthcoming Digital Collegium session highlights a persistent problem in higher education: marketing and admissions data often live in separate systems, making it difficult to connect creative activity to actual enrolment.
The Story
The proposed shift is from a conventional funnel to an enrolment intelligence model: begin with the outcome, then work backward through applications, inquiries, clicks, and ad spend.
That has creative consequences. If teams only optimise for clicks, they may reward the most seductive message rather than the one that attracts a good-fit student and carries its promise consistently through the website and admissions journey.
For Studio Wensday, the opportunity is to design higher-ed campaigns as connected experiences. The landing page, programme story, social content, and follow-up email should feel like one system with one credible voice.
Studio Wensday Angle
Design the whole student journey, then measure the outcome.