Marketing—Teach, Don't Tell

In higher education, we often think of marketing and teaching as two distinct worlds. One is designed to attract and enroll students; the other exists to guide and educate them. But in reality, the best marketing strategies have more in common with excellent teaching than you might think.

At Liaison, we work with graduate enrollment teams across the country who are deeply committed to supporting student success. Many of these professionals have academic backgrounds and value pedagogy, research, and evidence-based practices. That’s why a surprising yet powerful analogy has begun to take shape: Marketing is Teaching.

And if marketing is teaching, then omni-channel marketing is the enrollment equivalent of multi-modal instruction—a concept that has long been a best practice in education.

Educators know that students don’t all learn the same way. Some absorb information best when they read, others through discussion, hands-on practice, visuals, or storytelling. That’s why effective teachers use a variety of instructional methods to reach different types of learners. This approach is often called multi-modal instruction or differentiated instruction, and it’s central to the Universal Design for Learning (UDL) framework.

Great teachers might:

• Use visuals to accompany lectures.
• Incorporate discussions and group work.
• Offer readings and case studies.
• Provide interactive experiences or simulations.
• Assess understanding in multiple formats.

The goal? To maximize engagement and comprehension by meeting students where they are.

Now think about prospective students. Just like learners in a classroom, they engage with information differently. Some check email religiously; others prefer text messages. Some respond to social media ads or videos; others look for content on your website or through paid search. Some may engage only after attending a webinar or talking to an alum.

That’s where omni-channel marketing comes in.

Omni-channel campaigns don’t rely on just one mode of outreach. They integrate multiple channels—email, digital ads, SMS, social media, landing pages, webinars, phone calls, even direct mail—to reach prospective students in the ways they’re most likely to engage. Done well, omni-channel marketing is:

• Integrated: Messaging is consistent and connected across platforms.
• Responsive: It adapts to a prospect’s behavior, interests, and stage in the funnel.
• Personalized: Content is tailored to audience segments or individual personas.
• Persistent but respectful: It stays top of mind without overwhelming.

Sound familiar? It’s the same kind of intentionality great educators bring to the classroom.

Many of the enrollment leaders we serve at Liaison have worn multiple hats: professor, advisor, program director, and now, marketer. But marketing can feel like unfamiliar territory, especially when the tools and language are foreign.

Framing marketing as teaching helps bridge that gap. It draws on what these leaders already know: Effective communication is never one-size-fits-all. It acknowledges that behavior is influenced by context, prior experience, and motivation. And it reinforces the idea that engagement comes from relevance and resonance.

When enrollment professionals think like teachers, they naturally gravitate toward:

• Clear messaging and structure.
• A desire to inform and inspire, not just persuade.
• Empathy for the audience’s perspective and needs.
• Evidence-based decision making.

In short, they become more effective marketers.

Another important parallel: Both great teaching and great marketing begin with emotion. Research in behavioral science shows that people make decisions emotionally, then justify them with logic. The same applies in higher education.

A prospective student might feel inspired by a story, moved by a testimonial, or excited by a program’s mission—before they ever analyze curriculum details or ROI data. Just like in a classroom, engagement often starts with a spark: curiosity, connection, or relevance.

That’s why effective omni-channel campaigns don’t just inform; they evoke. They’re designed to create emotional resonance and deliver the logical follow-through. The two work hand in hand: The heart opens the door, and the mind walks through it.

So, what does it look like to apply this mindset?

1) Know Your Learners (aka Prospects)

Just as teachers assess prior knowledge and learning styles, marketers must understand audience segments: demographics, behaviors, motivations, and concerns. A data-informed strategy is essential.

2) Vary Your Channels

Don’t rely solely on email or your website. Layer in social, paid search, digital display, video, and texting. Use the strengths of each channel to reinforce your message in diverse ways.

3) Scaffold the Journey

A good lesson builds understanding step by step. Similarly, your marketing should guide prospects from awareness to action with logical, engaging steps: An ad leads to a landing page, which offers a webinar, which invites an application.

4) Personalize the Experience

In the classroom, good teachers differentiate for their students. In marketing, that means segmentation and personalization based on behavior, interests, or stage in the funnel.

5) Measure What Matters

Teachers use formative assessments to adjust their approach. Marketers should use data analytics and KPIs to monitor performance and refine campaigns.

Graduate enrollment marketing isn’t about broadcasting a message and hoping it sticks. It’s about building a relationship through thoughtful, adaptive communication. And when we treat marketing like teaching, we unlock new ways to reach and resonate with prospective students.

Omni-channel marketing isn’t a buzzword. It’s pedagogy in action. It’s how we translate academic values into enrollment success. And it’s how we help students discover the graduate programs that will change their lives.

At Liaison, we don’t just send messages. We design learning experiences for your future students. Let’s teach them well—together.

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One of the best parts of GEM is the community. So, I tapped on a few GEM leaders to offer their thoughts on marketing and GEM.

"I believe that many higher education professionals are hesitant to lean into 'emotions' as a strategy in today’s world that centers around data-driven decisions. And while we must embrace the data that inform strategic decision making, GEM leaders who embrace both sides of this equation will reap the benefits by leaning into powerful tools that enable us to connect with prospective students in a genuine manner that will resonate for them."
- Kerry Wilks, Associate Vice Chancellor of Graduate Studies and Research, University of Wisconsin-Green Bay

"Authenticity is central to my approach as a higher ed professional, as I aim to build genuine, holistic relationships with prospective students, treating them as more than just ID numbers. This commitment starts at the very beginning of the admissions process, guided by my mantra that ‘prospective students don’t care unless they know that you care.’ In graduate admissions, where students’ needs are more multifaceted, tools like Liaison’s enable us to craft meaning messages and deliver them effectively, meeting students where they are."
- Randle Reed, Director of Admissions, Goldey-Beacom College

"Over the years, I’ve learned that successful marketing is meeting people where they are and being ready for them when they reach out to you. Therefore, I like to incorporate the omni-channel approach when marketing programs because everyone has a different “where.” On our website, I integrate static content with video content. As prospects work through the funnel, I link to other aspects that support their education, provide graphics, and incorporate career outcomes. When they meet with me or anyone as part of their discovery process, a handwritten note lands in their mailbox. I include personal touches to let them know their academic journey matters to me."
- Kittie Pain, Director of Graduate Enrollment at Kutztown University of Pennsylvania

"Graduate students, like any learners, have varied needs and ways of engaging with information. An omni-channel strategy recognizes this, ensuring we meet them where they are—whether it's through digital ads, personalized emails, or interactive webinars. Ultimately, this student-centered approach fosters stronger connections and empowers students to make informed decisions about their educational journey.
- Katie Farrel, Dean of Adult & Professional Studies, North Carolina Wesleyan University