Why head South?
In the past 20 years, the number of Northeastern students attending Southern public universities has increased by 84%, with a significant 30% jump between 2018 and 2022. Students are drawn to the dynamic social environment that’s often portrayed on social media, while parents appreciate the lower tuition costs, less debt and of course the warmer climates Southern schools offer.
College counselors also highlight another factor: many students are looking to escape the political polarization of Northeastern campuses, preferring the inclusive and community-oriented atmosphere of Southern institutions. With better job prospects and strong post-graduation employment rates, this migration has deep-rooted cultural and economic significance. Southern universities, like the University of Tennessee, University of Mississippi, and the University of Alabama, have seen significant spikes in freshman enrollment from the Northeast. Alabama, in particular, has witnessed a staggering 600% increase in applications since 2002, surpassing the growth rate of Ivy League schools like Harvard.
We understand that to succeed in today’s competitive higher ed market, universities must adapt their messaging to meet the evolving expectations of students. We also appreciate what it means to be Southern. With offices across the Southeast, our team knows how to market to these students, because we choose to live and work here too. By building marketing communications strategies around key cultural trends, we directly address what students and their families are seeking from their Southern college experience.
AFFORDABILITY AND FINANCIAL TRANSPARENCY
Affordability is top-of-mind for both students and their families. With rising tuition rates across the country and the growing burden of student debt, many students are seeking institutions that offer financial value and support, such as lower tuition costs, robust financial aid packages, and scholarship opportunities. Schools that communicate this clearly have a competitive edge in attracting cost-conscious students. Our campaigns for these Southern institutions build trust by highlighting transparency in costs and the financial support available, which resonates with families weighing the cost of education against its long-term benefits.
COMMUNITY AND BELONGING
One of the strongest motivators for students choosing Southern universities is the vibrant school spirit and tight-knit community atmosphere. Students want to feel connected both on and off campus and they are drawn to schools where they can experience a deep sense of belonging through shared traditions, athletics, and social events. We tap into the excitement of campus life, particularly events like football on Saturdays, where traditions showcase Southern hospitality in a very real way. Our digital and social media strategies highlight these experiences, showing prospective students how they’ll be part of something larger than themselves—creating emotional connections that motivate them to choose these institutions.
STRONG JOB PROSPECTS AND A PATH TO SUCCESS
With the rising cost of education, students and their families are demanding a tangible return on their investment. They are increasingly focused on schools that can provide clear pathways to successful careers. Institutions that demonstrate strong industry connections, internships, and high post-graduation employment rates are gaining favor. We help universities showcase their job-placement success rates and career services, highlighting the tangible outcomes of attending their institutions. Whether through alumni testimonials, employer partnerships, or statistics on graduate employment, we create narratives that emphasize the long-term value of a degree from these schools.
Our approach to solving marketing communications challenges for higher ed is rooted in understanding both the cultural trends shaping the industry and the shifting demands of students. We believe that by aligning our Southern roots with what the market wants — flexibility, affordability, community, inclusivity, and career success — our clients are not only able to attract the right students, but also build lasting, meaningful relationships with them.
Want to learn how we can help your brand? Drop us a line below and let’s connect.
