Audience: Undergraduate

When prospective students research academic programs, they aren’t casually browsing — they’re making one of the most important decisions of their lives that will shape their future career. They want detailed, reliable information that helps them compare options, weigh outcomes, and feel confident before applying. In fact, for many students, their college choice entirely depends on finding the right academic program. But when they land on a webpage that’s vague, disjointed, or incomplete, they’re more likely to click away, taking their application with them.

Social media is constantly evolving, but one platform has maintained consistent relevance with younger audiences: Snapchat. For higher ed marketers, Snapchat offers unique opportunities for colleges and universities to connect with students authentically and effectively.

In higher education marketing, it’s all about meeting prospective students where they are and guiding them every step of the way toward enrollment. That’s the heart of full-funnel marketing. It’s not just a buzzword; it’s a strategic way to nurture prospects from first touchpoint to final decision.

In 2023, the University of Maine’s flagship campus faced a series of challenges—among them narrowing student pipelines in primary recruitment markets in Maine and New England more broadly, a fiercely competitive higher education environment, and a new statewide free community college initiative with the promise to build transfer momentum but the risk of immediate impact to first year enrollment.

In the fourth and final release of Carnegie’s Summer Research Series, we examine how students and parents connect with authentic stories in the college search process—and why personality-driven communication is emerging as a powerful tool for engagement.

As summer comes to an end and new students head to campus, thinking about another enrollment cycle of prospects and parents could seem daunting. Or at least like starting over. At Carnegie, we hope the insights from the Summer Research Series can help to reduce some of those anxieties, and as we wrap up our series, we want to arm you with one final piece to the puzzle: personality in higher education storytelling.

In the ever-evolving digital landscape of higher education, website accessibility is no longer just a best practice—it’s a legal and ethical requirement. But with acronyms like WCAG, ADA, and EAA frequently appearing in compliance discussions, understanding the nuances of digital accessibility can feel overwhelming.

TikTok might have started as a space for viral dances and trends, but that’s not how prospective college students use it anymore. Today, TikTok is influencing real decisions, and that includes where students visit, apply, and enroll.

Reddit awarded Carnegie with a prestigious Reddit Sales Partner Badge. The Sales Partner Badge is awarded to marketing agencies with exceptional achievements and expertise in leveraging Reddit’s advertising solutions to drive impactful results for our higher education clients.

Higher education websites are always evolving—whether you’re adding a new program, updating enrollment deadlines, or tweaking a form field. But many institutions still rely on fragile front-end code that wasn’t built for frequent change. Even small updates can cause big problems, especially when changes happen directly inside the CMS (content management system).