Higher Ed Podcasts: Reach More Students

If you are looking for creative ways to reach prospective students, podcasts might just be the solution. They're intimate, versatile, and uniquely powerful for reaching prospective students and building long-term connections.

More and more universities are exploring podcasting to share research, build communities, and spread their mission far beyond campus. They can also be a great marketing tool for gaining attention from new students.

Here’s how higher ed podcasts can help you stay ahead.

Why Podcasts Work for Higher Ed Marketing

Unlike ads or emails, podcasts are not intrusive. Students opt-in to listen. And they choose to make them a part of their daily routine, while they commute, walk to class, or cook dinner. 

Podcasts are a medium people trust. It’s a medium where your message feels more like a conversation and less like a sales pitch.

For higher ed, this is a game-changer. Imagine showcasing your university’s culture, achievements, and student success stories in a way that’s easy for prospects to digest. You don’t need to meet them at a student fair or through paid marketing. A top-notch podcast can be a point of meeting. 

Building a Connection Long Before “Submit”

Today’s students value authenticity (don’t we all?). They want to feel connected to your institution long before they hit “Submit” on their applications. They won’t choose a school based solely on the numbers and statistics, they want to feel like it’s the right path for them.

That’s why campus visits are already such a pivotal moment in the decision process. Students need to experience that human-to-human connection. 

A podcast creates that personal connection, before they book a trip, or fill out an application.

So how can podcasts do this, without a physical face to face?

They can offer a slice of real campus life. Whether it’s the experiences of current students, stories of alumni success, or behind-the-scenes glimpses of university happenings, podcasts make your institution relatable. They help students envision themselves as part of your community.

Showcasing Research and Expertise

Every university prides itself on the research it cranks out. But how often does that groundbreaking work reach an audience beyond the academic bubble? 

Higher Ed podcasts can bridge that gap.  Podcasts let you share your research in a way that captivates curious minds. They can take cutting-edge studies, but break it down in a way that is both digestible and engaging to audiences. It isn’t just another dry paper, or monotonous lecture. When done right, it can be an immersive experience that audiences love. 

In turn, that catches the eyes (or ears) of future students.

Think about it: a kid interested in biology stumbles across your episode on gene therapy breakthroughs or sustainability initiatives. It sticks with them, and they decide to pursue a biology major, with your school at the top of their list. 

That’s not just content; it’s recruitment.

Not every podcast can pull this off though. It’s so important to watch your production and presentation. Keep the language accessible, these listeners aren’t impressed by jargon. It's inspiration they are craving.

Podcast Concepts That Resonate with Students

Of course, to get the right attention, you’ll need a great podcast concept. The first step in planning a podcast can always be the toughest. You need themes that speak directly to students’ interests and aspirations. Here are just a few ideas for higher ed podcast concepts:

1. Career Insights
   Feature alumni discussing their career journeys and how your university set them up for success. You can also highlight how you help students through internships and job placements.

2. Student Spotlights
   Highlight real stories from students about their academic, social, and extracurricular experiences. This doesn’t have to be strict to your university tone of voice, let it be guided by current students, let them share what they genuinely love about you. Their enthusiasm inspires others.

3. Day-in-the-Life Stories
   Give a candid peek into what life is like on campus. This could be done by following each department or doing extra-curricular activities to show what they do on campus.

4. Industry Trends, Stand Out As A Leader
   Bring in guest experts connected to the university to discuss evolving fields like tech, healthcare, or sustainability, showing how your programs align with the future. This can be a way to share the thought leadership of your faculty and staff.

5. Share Your Latest Research
   Focus a podcast in a mini series surrounding groundbreaking research. Imagine it in a documentary style, interviewing and sharing the input of everyone involved, and presenting the findings and what they mean in a larger perspective. 

These podcast concepts not only attract prospective students but also engage your current community, keeping your podcast relevant to multiple audiences.

Highlight Your Network, Boost Your Thought Leadership

Another way higher ed podcasts can bring attention to your institution is to show off your network. 

You can leverage university staff, connections, and alumni through interviews on your podcast. These collaborations add credibility and expand your audience. They also can boost your thought leadership, which in turn catches the attention of both potential partners and potential students. 

 It’s not just a podcast anymore—it’s a networking tool.

Higher Ed Podcasts: A Marketing Powerhouse

Higher education marketing campaigns often focus on social media, email, and digital ads. While these are important, podcasts can fill a gap by providing in-depth, long-form storytelling that other mediums can’t match.

Podcasts are perfect for:

• Building trust and authority: Share authentic stories that show prospective students who you really are. They are primed to know marketing content only shows the best. But a podcast is natural. It isn’t pitching a sale, it’s focused on connecting. 

• Highlighting your unique strengths: Is your university leading in renewable energy research or producing CEOs in tech? Share it. You can tell way more about what makes your school special in this long form content, than you can with a flashy brochure in a counselors office.

• Reaching an on-the-go audience: Students are busy. They can’t always make the time to visit a fair or presentation. And they definitely can’t read through every piece of college promotional material that comes their way. But podcasts? Those fit seamlessly into their daily routines.

Higher Ed Podcasts: Summing it Up

Podcasts can be incredible for higher education marketing. Their potential is endless - attract new students or partnerships, share groundbreaking research, and lift your school’s image. 

But that being said, there’s a lot of work that goes into starting a podcast. It can be an investment of time and money, and frankly if it isn’t done right, you won't reap the benefits.

If podcasting sounds like a solution for your higher ed institution, you may want to seek out a podcasting partner. Lower Street has worked with top universities like Stanford GCSE, Fordham Law, and Seattle University. We’d love to work with you too. Send us a message and let’s see how we can help.