What is the difference between those higher ed brands that will succeed and those that fail in the future? In a word: innovation. 

I can’t tell you everything that will happen in the future. In some regards, it’s very uncertain.

But there is one thing that I know for sure. 

The higher ed institutions, and especially the higher ed marketing teams that are celebrating innovation, are going to have the upper hand by far. 

Here are some of my thoughts on how higher ed marketing teams can embrace innovation and with it, bring their brands successfully into the future.

Defining Innovation for Higher Ed

What is innovation? Is it a series of inventions? Is it the implementation of new programs or campaigns at your school?

Not necessarily. These things can give the impression that you’re being innovative when all it really means is that you’re getting busier.

Seth Godin talks about this business that we sometimes mistake for innovation in his book This Is Strategy.

The number on the car’s speedometer isn’t always an indication of how fast you’re getting to where you’re going. You might, after all, be driving in circles, really quickly.

Seth Godin’s analogy of the car’s speedometer is a powerful reminder for higher ed marketers: speed and effort don’t always equate to progress. 

In today’s fast-paced digital landscape, it’s easy to fall into the trap of thinking that the more platforms we manage or the more campaigns we launch, the more innovative we are. 

But innovation isn’t about cramming our schedules or spreading ourselves thin. 

It’s about being intentional and strategic, ensuring that every move we make gets us closer to our goals.

Imagine you’re managing five different social media accounts, running a podcast, and juggling email campaigns—all while trying to develop fresh strategies to engage prospective students. 

The question isn’t “How much are we doing?” but rather, “Are we making an impact relative to our goals?” 

Without a clear direction, you might be putting in a lot of effort without actually advancing toward your institution’s objectives.

Innovation is about working smarter, not harder. 

It’s a mindset—a willingness to challenge the status quo, rethink processes, and explore new ways to solve problems. 

Sometimes, it means stepping back, cutting out the noise, and focusing on what truly resonates with your audience. 

It’s not about how many new things you do but about how effectively you do the things that matter.

For example, instead of rushing to add the latest social media platform to your strategy just because it’s trending, ask:

• Will this platform help us reach our target audience?
• Do we have the resources to maintain it meaningfully?
• How does it align with our overall goals?

Sometimes innovation is about doing less—but doing it better. 

It might mean focusing your efforts on one or two platforms where your audience is most active, rather than spreading yourself too thin. 

Or it could involve streamlining your admissions process to make it more student-friendly instead of adding another layer of complexity.

Ultimately, innovation is about embracing a posture of curiosity and openness. 

It’s about being willing to try new approaches but also knowing when to let go of what’s not working. 

With this mindset, you have to be willing to take strategic risks with your team’s budget, time, and credibility in order to see what is really possible. 

It’s a journey, not a race, and when approached thoughtfully, it can lead to meaningful, lasting progress for your institution.

Why Innovation Matters in Higher Ed Marketing

So why take the risk? Why not stay in the safe waters?

Because higher education institutions face unprecedented challenges: declining enrollment, shifting student demographics, and increasing competition from new, alternative education options. 

Innovation isn’t just a buzzword—it’s the lifeblood of relevance and sustainability in the future of higher ed marketing. 

If our schools do not adopt an innovation mindset, it will be difficult for us to adapt to the changing target audiences among our prospective students. 

Today’s students are digital natives, who are used to personalized, authentic engagement from the brands they love and trust. 

Innovation helps institutions meet prospective students’ expectations by exploring new technologies, platforms, and communication strategies.

Differentiating Your Brand

Innovation in higher education is also important when it comes to differentiating yourself from other education brands. 

With more schools competing for fewer students, the institutions that can differentiate themselves through bold, creative approaches will stand out.

Making the Shift from Tactical to Strategic

If you want to make the shift from the busyness of completing tactical campaigns to an innovative, strategic approach, I recommend starting with creating space for you and your team to dream.

What do you want to do? 

What kind of impact do you want to have on the world?

What is your mission? 

What kind of student fits that mission?

Once you’ve clarified these foundational questions, the next step is to align your activities with those answers. This involves:

• Prioritizing Goals: Identify the marketing goals that directly support your mission and focus your efforts there. Drop or delegate tasks that don’t align with these priorities.
• Focusing on Outcomes, Not Outputs: Shift from measuring success by the number of campaigns you’ve launched or posts you’ve scheduled to the actual impact of those efforts. Are they driving meaningful engagement? Are they helping your institution grow in the ways that matter?
• Building a Culture of Reflection: Schedule regular team check-ins to evaluate what’s working and what isn’t. Be open to pivoting or letting go of strategies that aren’t yielding results.
• Investing in Professional Development: Encourage your team to learn new skills, explore industry trends, and bring fresh ideas to the table. This fosters a mindset of continuous improvement.

Celebrating Innovation: The Only Way Forward

As an industry, we must learn to celebrate innovation.  

This means that we don’t just tolerate change, we seek to form the changes that are to come.

It also means that when members on our teams come to us with new ideas, or send us an email or a comment on the Slack channel, our first reaction should be positive and celebratory. 

Celebrate the attempt at creative and critical thinking.

Seeking change immediately puts us into a different mentality altogether. 

Rather than being afraid of what’s to come, we feel in control of what we can do together in order to make the future a place where we want to be. 

When you begin to think in these terms, your brand starts to become a leader for others to follow into the future.

By taking these steps, you can transform your marketing approach from one that simply checks boxes to one that creates real, lasting value for your institution. 

Strategic innovation isn’t about doing more—it’s about doing what matters most with intention and purpose.

Want to Take Control of Your Future?

Worried about what the enrollment cliff is going to do to your enrollment numbers? Still not sure about the right moves you need to take in order to move forward?

Contact us today at Caylor Solutions and explore all the many ways in which we can help you achieve your enrollment goals.

The future is full of challenges, but with a trusted partner with over 30 years of experience in higher education marketing, you can be confident that you’re meeting each challenge with a team of veterans of their field. 

We’re here for you to collaborate, create, and grow. So don’t wait, send us a message here!

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