Shifting demographic trends and increased competition has delivered a pre-pandemic punch that has clipped enrollment targets and resulted in smaller operating budgets for many institutions. For the handful of schools managing to escape those particular set of challenges, the turbulent times caused by COVID-19 have now pummeled them, too.

Amidst these ongoing threats, chief marketing and communication leaders continue to not only face mounting pressure to raise their school’s brand profile, but also earn the trust of key constituencies.

Meanwhile, social media has emerged as a prime source of information for students trying to learn about a school, amongst a digital-landscape where their families’ and friends’ digitally-voiced perceptions play a role in shaping the attitudes of their followers.

This paper highlights the digital intersection of Generation Z and parental influence, with implications for today’s higher education marketer. Tips are included to assist today’s college marketing communicator in meeting this disruption head-on through the alignment of key performance indicators and organizational objectives.

About The Author

Keli Jacobi M.S., M.A.
Higher Ed Marketing Communication Consultant

Keli Jacobi has devoted more than a decade to higher education marketing and communications, managing projects and content across platforms, while also learning how data-informed decisions can guide teams to become more strategic.

She started as a news reporter covering a range of higher ed and other issues, earning numerous writing awards along the way. She holds an M.S. in Data Marketing Communications from West Virginia University and a M.A. in History from the University of Louisiana at Monroe, where she wrote her thesis on the first female elected to the U.S. Senate.

Today, she serves as APR Chair (Accreditation in Public Relations) for the Arkansas Chapter of the Public Relations Society of America.

An avid enthusiast of the National Park System, she and her husband enjoy striking out on their latest adventure wherever possible, with their tiny camper and two dogs in tow. Find her on Twitter at @kelijacobi or LinkedIn at linkedin.com/in/kelijacobi1/.