Higher Education Marketing Benchmarks Published in New Report

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PlattForm released a white paper entitled “2015 Education Marketing Benchmarks” that reveals key information for marketers specializing in higher education. The report combines PlattForm’s proprietary client data with overall industry trends to establish baselines for measuring the performance of institutions’ marketing programs.

The 2015 Education Marketing Benchmarks

The 2015 Education Marketing Benchmarks Report

Higher education is experiencing unprecedented change, and the data reflects a climate of uncertainty.

PlattForm released a white paper entitled “2015 Education Marketing Benchmarks” that reveals key information for marketers specializing in higher education. The report combines PlattForm’s proprietary client data with overall industry trends to establish baselines for measuring the performance of institutions’ marketing programs.

“Our data shows us prospective students are using more media and taking longer to inquire with an institution. In order to understand why, we need to reframe our conversation in terms of the student journey. What sources do prospective students trust, when do they trust them and how do sources interact with one another? These are the questions marketers need to be answering,” said Mike McHugh, executive vice president of operations for PlattForm.

Findings from the report include:

  •     Average costs-per-click in pay-per-click marketing have increased 226% during the last five years
  •     More than 40% of prospective students report checking the Facebook page of an institution multiple times a day in their education research
  •     Overall search query volume for general higher education is flat, while degree- and program-related search query volume have both increased 5%

“Higher education is experiencing unprecedented change, and the data reflects a climate of uncertainty,” said Steve Fireng, CEO of PlattForm. “Schools with integrated approaches to their marketing across a variety of mediums will be able to anticipate change, respond and ultimately find success. In creating 'Education Marketing Benchmarks' as an annual report, we will give schools a valuable business intelligence tool.”

For more than 25 years, PlattForm has partnered with higher education institutions of all types and sizes to grow enrollment, improve learning and enhance outcomes. The “2015 Education Marketing Benchmarks” white paper is a free resource available through PlattForm’s website.

For more information, please contact Hannah Lemon, Content Marketing Specialist, at Hannah.Lemon(at)PlattForm(dot)com or 913.254.6225.

About PlattForm
PlattForm partners with higher education institutions worldwide to launch academic programs, grow enrollment, improve learning and enhance student outcomes through a proprietary technology suite that enables university leaders to make informed decisions based on real-time data. Since its beginning more than 25 years ago, PlattForm has been dedicated to changing lives through education. Visit PlattForm.com to learn more.

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Hannah Lemon
PlattForm
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