How to Choose the Best Digital Marketing Agency for Your School

Finding the right digital marketing agency can be a bit like looking for a needle in a haystack. 

With endless options and varied specializations, it’s easy to feel overwhelmed. But the right digital marketing agency can make a world of difference in your institution’s visibility, reach, and enrollment numbers. 

Whether you’re a small college or a large university, the choice isn’t as straightforward as it might seem. 

It’s about balancing your school’s unique goals, budget, and needs with an agency that truly understands the education space. 

In a past blog, we compared a few different agencies you could work with. But here, we’ll walk you through some of the big questions and key factors to keep in mind so you can find the right partner for your institution. 

Know What You’re Aiming For

When you start on a journey without a clear destination, you end up wandering aimlessly. 

While that might be relaxing for a walk in the woods, it certainly makes things more stressful when trying to pick the right digital marketing agency for your institution.

Before anything else, you need to clarify what you’re trying to achieve.

Are you focused on increasing student applications? 

Do you want to make sure your brand stands out to your mission-fit students? 

Or is your goal more centered around alumni engagement or boosting your school’s presence?

Maybe it’s all of the above. Knowing exactly what you want to accomplish helps you identify the skills and capabilities you need in a digital marketing agency.

Big vs. Small Digital Marketing Agencies

Do you go big, or go small?

Large digital marketing agencies bring a wealth of resources to the table, with specialized teams for everything from video production to content strategy. 

They can be an excellent choice if you’re looking to execute on a large scale or need a highly specialized approach across multiple channels. 

But you might find that big agencies have more layers of communication, which can slow down decision-making. And sometimes, smaller clients can feel lost in the shuffle of bigger, more profitable accounts.

On the other hand, smaller agencies often offer a personal touch. 

They’re nimble and more adaptable, allowing for customized strategies that match your specific needs. 

What’s more, you are more likely to interact directly with the agency’s leadership and develop a deeper partnership. You will feel how much they care. 

However, limited resources mean smaller agencies might lack the range of services that larger agencies can provide. 

Keep resource needs in mind when considering these two options. 

Local Agencies vs. Remote Partnerships

Choosing between a local digital marketing agency and a remote one often comes down to the working relationship that will best support your goals and team dynamics.

A local agency offers the benefit of face-to-face meetings, which can be helpful for brainstorming, planning, and nurturing a closer partnership. 

Plus, for institutions with a regional focus, a local agency is more likely to understand the nuances of your area, including local demographics, community values, and even seasonal events that can impact enrollment patterns. 

If boosting local enrollment is one of your primary goals, this localized knowledge can be an advantage.

However, with the rise of digital collaboration tools and remote work, your choice doesn’t have to be limited by geography. 

Remote agencies open up access to a diverse talent pool with specialized skills. 

If in-person meetings aren’t a priority, you might discover that a remote agency can offer a broader range of services, perspectives, and creative strategies, often for a competitive price. 

Remote agencies, accustomed to digital collaboration, also tend to be highly efficient in using communication tools like Slack, Zoom, or project management platforms, ensuring consistent updates and easy access to project resources.

One of the biggest advantages of remote agencies is that you’re not limited to geography when it comes to talent. 

If you live in an area where videography or social media strategy are not high demand jobs, you don’t have to worry about being able to find the right professionals when you go with a remote agency. 

Remote digital marketing agencies are not bound by geographical limits giving you effectively a world-sized talent pool.

Another factor to consider is flexibility. 

Remote agencies can often adjust their workflows to accommodate time zones, schedules, and other logistics. 

Many have honed the art of over-communicating to make up for the lack of physical presence, providing weekly reports, virtual strategy sessions, and more to keep you in the loop. 

This can be especially helpful if your team is comfortable with a high degree of digital communication.

Weighing Freelancers Against Digital Marketing Agencies

Freelancers can be a smart choice if you’re looking to complete a smaller project or need one-off support in a specific area, like social media management or blog writing. 

They’re often cost-effective and bring a specialized skill set to the table. 

But remember, freelancers typically focus on one piece of the puzzle, meaning they might not offer the full range of support a more complex campaign requires.

Digital marketing agencies, however, come with the advantage of a full team. 

With graphic designers, content strategists, SEO specialists, and more, agencies provide a well-rounded approach that ensures no area is left uncovered. 

For institutions needing a comprehensive marketing push, an agency might be the way to go. 

Does Higher Ed Expertise Really Matter?

Here’s where a lot of schools go astray—choosing a generalist agency when they need a specialist. 

Higher education marketing has its own rhythm and nuances, from enrollment cycles to compliance considerations. 

A digital marketing agency with experience in higher education will already understand how to navigate these, and they’ll be in tune with what resonates best with students, alumni, and faculty.

Look for case studies or testimonials that show their experience with similar institutions. 

Ask to see examples of their work in higher ed, be it recruitment campaigns, alumni engagement strategies, or brand awareness efforts. 

Choosing an agency familiar with higher ed marketing ensures you don’t waste time getting them up to speed so you can start seeing results sooner.

Balancing Cost and Value

Marketing is an investment, and like any investment, you want to see a return. 

When choosing a digital marketing agency, the goal is to find a balance between cost and the value delivered. 

Some agencies provide a detailed breakdown of costs, allowing you to see exactly where your budget is being spent—whether it’s on content creation, ad spend, social media management, or analytics. 

Other agencies bundle their services into packages, which may offer cost savings but could obscure individual line-item costs.

One important factor to consider is transparency. 

A high-value digital marketing agency won’t shy away from explaining its pricing structure in detail. 

They’ll show how each component of the service aligns with your goals, giving you a clear picture of what you’re paying for and why it’s worth the investment. 

They might also provide case studies or testimonials from previous clients to illustrate the impact of their work, helping you gauge whether their approach aligns with your vision.

However I would warn you, that a higher price tag doesn’t always mean higher quality, and the lowest bid might not offer the depth or expertise you need. 

Review an agency’s track record. 

Do they have experience in the higher education space? 

Have they worked with institutions similar to yours? 

Can they provide evidence of measurable success? 

A good agency will make a compelling case for its value proposition, connecting each service to specific outcomes that matter to you—like increasing enrollment, expanding alumni engagement, or boosting brand visibility. 

They should be able to explain how their strategy and pricing align with your goals, helping you feel confident in your investment. 

This is because the right agency will view your partnership as a shared journey toward success. 

Final Checks: Interview, Proposal, and References

By now, you’ll likely have a shortlist of digital marketing agencies that align with your goals, values, and budget. 

The final step is making sure they’re a cultural and strategic match. 

Set up interviews to gauge their enthusiasm for working with a higher education client, and don’t shy away from asking in-depth questions about their process and track record.

Here are a few questions you can use: 

• Can you share specific examples or case studies of past higher ed clients?
• What steps will you take to understand our unique brand and audience?
• How often will we meet to discuss progress and updates?
• How do you measure ROI, and what specific metrics will you use to evaluate success?
• What’s your estimated timeline for launching and maintaining a full-scale campaign?
• What would success look like for us after six months and one year of working together?

I also recommend you request a proposal from each digital marketing agency on your list so you can review their offerings side by side. 

Lastly, check references or reviews from past clients. 

Hearing firsthand about an agency’s responsiveness, reliability, and results can be the final nudge you need to make a confident choice.

The Right Partner Is an Investment in Your School’s Future

Choosing the right digital marketing agency for your school goes beyond just finding someone to handle a few social media posts or campaigns. 

The right agency will feel like an extension of your own team.

They’ll bring a fresh perspective, creative ideas, and a proven methodology to elevate your brand.

So take the time to evaluate your options, know what you’re looking for, and select a partner you feel genuinely excited to work with.

If you would like to learn more about how Caylor Solutions helps our clients achieve their enrollment marketing goals, let’s chat! 

We are dedicated to advancing brands that advance education.

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Featured image by Gorodenkoff via Adobe Stock