About The Higher Education Media Transparency Index
In response to the unprecedented rise in demand for online postsecondary learning, record advertising spend, and ongoing debates about the effectiveness of lead generation in higher education - we’ve launched this higher education media transparency to provide universities with a resource to discover and experiment with new digital advertising channels. We are committed to refreshing and enhancing the database on a regular basis.
The state of postsecondary education marketing in the US.
Demand for online and hybrid postsecondary education in the US continues to rise.
According to HolonIQ, Fall of 2020 online enrollments at US postsecondary institutions grew to 8.7M, a 3.5x increase from 2012. By 2025, HolonIQ projects the global online degree and micro-credential sector is expected to reach $117B by 2025 driven by 280 million post-secondary graduates planning to study online.
Spending on higher education advertising has presumably never been higher.
In an October 2021 report, The Hechinger Report concluded that US colleges collectively spent $2.2B in 2019 to attract students through search advertising, sponsorships, and other forms of digital advertising. While there is ongoing debate over the effectiveness of lead generation tactics in higher education (see Inside Higher Ed), RNL, an enrollment management firm, reported in September 2020 that nearly half of postsecondary enrollment “leads” come from digital sources and that over 65% of marketing spend is allocated to “lead generation” activities.
How effective is the practice of “lead generation” in postsecondary education?
The OPEN LAB Graduate Admissions for Graduate Programs at Metropolitan State University of Denver published a report in September 2020 illustrating that approximately 5% of “leads' progress through the enrollment funnel and result in enrolled students.
About Protostar Studio, Inc.
Protostar Studio partners with creators, corporations, and investors to build and operate consumer-first digital media properties in the education sector.
The state of postsecondary education marketing in the US.
Demand for online and hybrid postsecondary education in the US continues to rise.
According to HolonIQ, Fall of 2020 online enrollments at US postsecondary institutions grew to 8.7M, a 3.5x increase from 2012. By 2025, HolonIQ projects the global online degree and micro-credential sector is expected to reach $117B by 2025 driven by 280 million post-secondary graduates planning to study online.
Spending on higher education advertising has presumably never been higher.
In an October 2021 report, The Hechinger Report concluded that US colleges collectively spent $2.2B in 2019 to attract students through search advertising, sponsorships, and other forms of digital advertising. While there is ongoing debate over the effectiveness of lead generation tactics in higher education (see Inside Higher Ed), RNL, an enrollment management firm, reported in September 2020 that nearly half of postsecondary enrollment “leads” come from digital sources and that over 65% of marketing spend is allocated to “lead generation” activities.
How effective is the practice of “lead generation” in postsecondary education?
The OPEN LAB Graduate Admissions for Graduate Programs at Metropolitan State University of Denver published a report in September 2020 illustrating that approximately 5% of “leads' progress through the enrollment funnel and result in enrolled students.
About Protostar Studio, Inc.
Protostar Studio partners with creators, corporations, and investors to build and operate consumer-first digital media properties in the education sector.