Summer is flying by and back to school season is right around the corner! Basis is here to get you “back to school” ready with research (click here for the power point) that will help you win with your higher education prospects. Check out below for a “cliff notes” study guide or the Higher Ed Highlight Video if you need to cram for the exam.

“Cliff Notes” Study Guide

  • Industry Trends
    • High school graduation and college enrollment rates are both rising! But these gains are short-lived as graduation numbers are expected to decline over the next decade, especially among some racial groups. While college enrollment is improving, the growth is uneven and will require schools to adjust as the student population becomes smaller and more diverse.​
    • College costs have tripled since Gen Z was born, with average tuition now ranging from $14,000 to nearly $60,000 depending on the institution. Students believe degrees are only worth it without loans, yet most still rely on a mix of family support, aid, and debt.
    • Online and hybrid programs have surged in popularity, especially among adult learners and those pursuing short-term certifications or trade skills. Interest in trade schools is rising as students seek practical, flexible, and lower-cost alternatives to traditional degrees. Meanwhile, Google searches and social media are playing a larger role in how students research colleges, and most only apply to a few programs, making early impressions more critical than ever. Convenience, flexibility, and real-world outcomes are now top drivers of enrollment decisions.
  • ​Paid Media Implications
    • While TV still plays a role, digital, particularly through social and mobile, is key to effectively reaching prospective students. Overall, ad spending in this category continues to see strong year-over-year growth.​
    • Creatives among the top spending universities emphasize flexibility through hybrid or online class options, affordability, and return on investment or the value a degree can provide. Staying attuned to student needs and shifting industry dynamics will be key to maintaining relevance.​
  • ​​Audience Insights
    • Last year, there were over 19 million undergraduate and graduate students enrolled across the country, and this number will continue to grow over the next decade. These audiences represent a wide range of backgrounds, but they share a common desire for transparency from the colleges they’re considering.
    • They want to clearly understand the value of a degree and how it can be achieved, through scholarships, more affordable tuition, or flexible options like online and hybrid classes.
    • Younger consumers prioritize authenticity and gravitate toward brands that demonstrate a genuine commitment to social causes. Many are focused on building a better future, whether for themselves or their families, and are looking for clear, actionable pathways to achieve their career goals.
    • Parents, meanwhile, are especially concerned with understanding the true cost and long-term value of a college education, while also wanting assurance that their child will be supported and safe throughout the experience.​
    • Although media consumption habits differ among these audience segments, they consistently engage with social platforms, such as Instagram and TikTok, or stream their favorite shows and music.

For more information on how to prospect and pitch to Education clients, check out Education in the Vertical Resources. And as always, please reach out to your AL if you would like a tutor for this space!