“The Maybe Generation”
Why Higher Ed Marketing Needs a Reality Check
In today’s fiercely competitive higher education landscape, institutions aren’t just vying for attention, they’re fighting for survival. As the student population shrinks and skepticism about the value of college grows, universities and colleges must radically rethink how they connect with prospective students.
The Challenges Are Real… and Mounting
Gone are the days when a glossy brochure and a solid U.S. News ranking could sway a student’s decision. Reaching and capturing today’s prospective students, what we call the “Maybe Generation,” is not easy. Colleges and universities are contending with:
A declining youth population
Widespread enrollment drops across the country
Shifting perceptions of college’s return on investment
Greater championing of skilled trades and vocational training
Anxiety about AI’s impact on future job markets and career paths
And at the heart of it all, a growing number of young people questioning if college and a four-year degree is even necessary.
It’s Time for Marketing to Stand Up and Stand Out
Generic, broad-based marketing no longer works. Every institution has a unique identity, a cultural and academic DNA, that must be surfaced, articulated, and amplified. That means moving beyond sameness and leaning hard into what makes your college or university truly different and valuable to prospective students.
Marketing can no longer just inform. It must inspire.
Earn Attention or Be Ignored
If your message doesn’t directly speak to students’ hopes, fears, and ambitions, it’s background noise. The most effective marketing digs deep into the student psyche: What are they dreaming of? What are they afraid of? How can your institution help shape the future they want?
Your Brand Must Be Bold, Distinct, and Unmistakably You
Strip your school’s name from your website – could anyone still tell it’s you? If the answer is no, your brand is too generic. Now’s the time to sharpen your story and clarify your “Why us” in a way that is emotionally resonant and visually distinct.
Inertia Is the Real Competition
Students aren’t just asking, “Which school?” They’re asking, “Should I go at all?” To overcome that hesitation, marketing must shift from information-heavy to motivation-rich. It’s not about bombarding students with data. It’s about compelling them to act, through stories, emotion, and relevance.
The SMA Approach: Empathy, Boldness, and Relentless Relevance
At SMA, we believe the future of higher ed marketing is empathetic, emotionally intelligent, and unapologetically real. We help colleges and universities translate their value into stories that matter. Stories that break through doubt and turn “maybe” into an enthusiastic “yes.”
How Can We Help You?
Some of our best client relationships began with a single project. If what we do seems to match what you need, large or small, let’s talk.
