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Navigating the Digital Mission: Marketing a Christian College Online
March 21, 2023
Sarah Gilbert
Updated October 2024
In today’s digitally driven world, marketing for educational institutions has evolved into a dynamic and complex endeavor. Christian colleges, with their unique mission and values, face the challenge of not only standing out in a crowded higher education landscape but also conveying their distinct identity and purpose online.
This may worry you, as enrollments at Christian colleges have been flat or down (but not as far down as the rest of the industry) leading to closures and an inability to grow. But while enrollment at specific schools is down, overall enrollment is up, and some schools, namely Abilene Christian and Grand Canyon University, are doing better than ever. So the question becomes; how do you funnel those enrollments to your institution?
Here are some key strategies and approaches that Christian colleges should consider to effectively market themselves online, and it may involve doubling-down in some areas. leaving some tactics behind, and taking some calculated risks to continue serving your educational missions.
1. Emphasize Values and Faith-Centric Mission:
Christian colleges should prominently highlight their faith-based mission and values in their online marketing efforts. This means weaving faith-based messages into website content, social media posts, and email campaigns. Potential students often seek institutions that align with their personal beliefs and values, so showcasing a strong faith-centered identity is crucial.
Schools can do this through testimony from current or former students. Think video, even user-generated videos, which really resonate with the younger generations.
2. Authentic Storytelling:
Authenticity is the key to connecting with today’s audience, especially Gen Z. Christian colleges should share real stories of their students, faculty, and alumni who exemplify the institution’s mission and values. Use video testimonials, written profiles, and social media to humanize the college experience and convey the impact of faith on campus life.
It’s important to note here that when we say ‘authentic,’ think also, ‘relatable,’ and think about use cases of faith in the 21st century that will speak to prospective students.
3. Engage with Faith Communities:
Building relationships with local churches and faith-based organizations is an essential part of marketing for Christian colleges. Engage with these communities through online platforms, sponsor faith-based events, and offer resources that can benefit both the institution and the broader faith community.
We’ve done targeted marketing campaigns around specific local youth groups and churches, tying alumni with a connection to the community back through our marketing. This personal connection goes a long way in increasing tours and applications because of the human touch.
4. Create Relevant Faith-Based Content:
Develop content that resonates with your target audience’s faith journey. This could include blog posts, videos, or podcasts that address topics like spiritual growth, service opportunities, and the integration of faith and education. Providing valuable faith-based content positions the college as a trusted resource for spiritual development.
Don’t be afraid or shy away from ‘sticky’ topics – after all, that is part of the reason people choose a faith-based institution. They want to know in a crisis of faith that they will be able to lean on their school community. Invite various perspectives and encourage open dialogue.
5. Leverage Search for Ministry:
Many colleges and universities are actively competing for students. Effective SEO can give your program a competitive edge by ensuring that it appears prominently in search results, even in a crowded marketplace. If you name any school that has had massive growth during this downtime for anyone else, I can show you they have an SEO program in place.
A strong content strategy will include strong keyword research and analysis to determine the value of creating some content over others, and digital PR and content distribution will gain you a wider audience.
6. Online Chapel Services and Events:
This came out of an era when physical gatherings were often limited, but adding or continuing online chapel services, religious events, and webinars that are accessible to both current students and prospective applicants allows a look ‘inside’ what someone can experience as one of your students.
7. Foster Online Dialogue and Discussion:
Actively engage with online comments, questions, and discussions related to faith and education. Use these interactions as opportunities to provide guidance, share insights, and connect with individuals seeking spiritual growth through higher education.
There are forums and other websites where you may not think you can have an impact, but showing up as a campus and as leaders brings your message to more people, and can grow connections to tie in the need for higher education.
8. Showcase Service and Missions:
Many Christian colleges emphasize service and mission work. Highlight the college’s involvement in local and global missions through stories, photos, and videos. Demonstrating a commitment to making a positive impact in the world resonates with students seeking purpose-driven education.
For Gen Z, you’ll not only need to make these trips worthwhile, but you’ll have to ensure your ‘money is where your mouth is’ – that is, make sure your institution’s values and output have the same integrity you do when you are on a mission. Gen Z is skeptical, so for example, you can’t showcase how great you are with your service work with the disability community, yet have a website or campus that is not accessible. Gen Z can see right through this.
9. Advertise Scholarships and Financial Aid:
Christian colleges can often have higher attendance costs than other institutions. While they often offer scholarships and financial aid to students who share their faith values, these opportunities can be hard to find. Don’t keep these a secret! Promote these opportunities online, making it clear how prospective students can apply and benefit from financial assistance.
10. Adapt to New Technologies:
Stay updated with the latest digital marketing trends and technologies. Explore options like AI chatbots for answering faith-related or enrollment-related questions, AI-driven personalization of content (but be careful about the use of this on your website), and virtual reality experiences that showcase campus life.
Marketing a Christian college online requires a thoughtful blend of faith-centric messaging, authentic storytelling, community engagement, and technology integration. By staying true to their mission and values while embracing the digital realm, Christian colleges can effectively connect with prospective students who seek not only a quality education but also a spiritually enriching and transformative experience.
While the current college landscape of declining enrollments might strike fear in your heart, remember your mission, stay the course, and don’t lose hope!