Colleges and universities must shift their marketing strategies from demographic targeting to experience-driven messaging to connect with today’s diverse learners, argues Gregory Balmir (Florida Atlantic University). In a recent conversation on the Illumination Podcast, Balmir called for inclusive, intentional messaging to foster student feelings of belonging—a key driver of persistence and engagement. He emphasizes the importance of storytelling that communicates transformation, not just transaction, and encourages marketers to use data to validate empathy and adapt messaging over time. “The future of higher education communication lies in balancing empathy with intelligence,” Balmir writes. “Institutions that listen deeply to their students, measure meaningfully, and adapt courageously will thrive.”
