With 2025 just around the corner, educational institutions need to be prepared to stand out in the competitive education market. The end of the year marks a crucial period for schools, which are mobilizing efforts to conduct effective enrollment campaigns aimed at both retaining and attracting new students. In this context, well-planned and targeted marketing strategies can be decisive in achieving success and strengthening the institution’s presence in the sector.

The Bett Blog asked Alcino Ricoy, Educational Marketing Manager , what the key considerations are for educational leaders to align their communication strategies to attract and retain students. Ricoy is a university professor, CEO of EEGO Digital, and author of the books *Educational Marketing in Prose* and*Educational Marketing: From Prose to Metrics*, published by W4 Editora. 

Below are some marketing strategy tips for recruiting and retaining students:

1. The classroom is the heart of schools

Make sure your service is the best it can be. No amount of educational marketing will work if the class isn’t captivating and magical. Students should leave every day feeling passionate about what they’ve learned. That makes all the difference.

2. Manage your digital platforms (websites, blogs, podcasts, and social media)

All digital platforms should be up to date and feature content that is interesting to families, the community, and potential students at the educational institution. Remember: social media never takes a break and doesn’t have weekends. It’s important to post thought-provoking content regularly to generate interest and engagement. 

3. Organize hands-on events (Open School, Friendship Day, etc.)

These are the moments when all those unique selling points that have been promoted can be experienced firsthand. During these days, engage your customers with the very best and most authentic aspects of what you have to offer. No one can resist a truly magical experience.

4. Keep in mind that organic posts reach a small audience

Use highly targeted paid media and the right strategy. Reach new prospects and capture qualified leads to feed your customer service team. 

5. Prepared Customer Service

Have a trained team ready to quickly follow up with contacts as soon as you receive your qualified leads. We can’t let customers wait weeks before we call them back. Have a well-defined customer relationship strategy, with the right dates, deadlines, and content for each stage of the customer journey.

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