Create Admissions Campaigns Gen Z Will Love

You’ve likely seen it happen. An admissions campaign launches, brochures printed, banners posted, videos published and yet student engagement remains underwhelming. Despite the effort, the impact often doesn’t reflect the investment.

Why? Because the students you’re trying to reach, Gen Z, interact with the world very differently from previous generations. Born between 1997 and 2012, Gen Z has grown up with smartphones, social media, and real-time information. They expect communication that is relevant, transparent, and visually engaging. If your admissions campaigns doesn’t reflect this, it’s likely being overlooked.

In this post, we’ll explore how educational institutions especially in the higher education space can design admissions marketing Gen Z will actually notice (and respond to), while staying aligned with institutional values and goals.

Understanding the Gen Z Mindset: What Today’s Students Expect

Before changing your communication, it helps to understand what drives this generation:

• They value authenticity. A glossy, corporate-looking video is less effective than a candid testimonial from a real student.
• They are mobile-first. Most interactions from researching courses to submitting forms happen on smartphones.
• They care about purpose. Environmental sustainability, mental health, and inclusive environments are not just talking points, they influence decisions.
• They trust peer recommendations. What their seniors say about your institution matters more than what’s printed in a brochure.

For a deeper understanding of how Gen Z thinks, communicates, and chooses, watch “Introducing Gen Z: The New Transformers” by Mark Beal a TEDx talk that dives into the mindset shifts driving this generation’s behavior and expectations.

How Can Colleges & Universities Build Admissions Campaigns That Resonate?

1. Highlight People, Not Just Programs

While course structures, placements, and accreditations are important, Gen Z is drawn to human stories. Prospective students want to know:

• What is life like on your campus?
• What are alumni doing after graduation?
• How do students grow personally, not just academically?

Example: Instead of stating “100% placement in IT,” feature a short story about a student who started in your B.E. Computer Science program and is now building AI tools for a healthcare startup. Let them speak in their own words.

2. Adapt Your Content for Mobile and Visual Media

Print brochures and lengthy PDFs still have a place but they’re not the primary source of information anymore. To increase reach and relevance:

• Use short-form videos that are under 1 minute optimized for platforms like Instagram or YouTube Shorts.
• Design mobile-friendly landing pages that load quickly and are easy to navigate.
• Include visual summaries of course offerings, application deadlines, and unique student experiences.

3. Embed Your Institution’s Values in Every Message

Gen Z students are increasingly evaluating colleges not just for education, but for alignment with their personal values.

According to a recent study, it is estimated that 82% of Gen Z students consider a college’s values and ethics while making application decisions.

Ask yourself:

• Are your sustainability efforts visible in your outreach?
• Are you showing your commitment to inclusivity beyond just policy documents?
• Are mental health and student well-being integrated into your messaging?

This applies especially in India, where societal change, innovation, and access are key concerns for many students and families.

4. Involve Current Students as Digital Ambassadors

Trust plays a crucial role in Gen Z’s decision-making process. They’re more likely to believe a student’s Instagram story than an official university video.

What institutions can do:

• Launch student-led content series (“A Day in the Life at XYZ College”)
• Encourage alumni and current students to answer FAQs on social media
• Host informal Q&A sessions over Instagram Live or WhatsApp groups

Internal culture becomes external perception. Empowering students to participate in outreach adds credibility and relatability.

5. Think in Micro-Moments, Not One-Time Campaigns

Traditional admissions marketing often centers around one big push: a single brochure, a video release, or a campus fair.

But Gen Z engages through a series of small, meaningful interactions. The journey might look like this:

• A 30-second video ad seen on Instagram
• A WhatsApp message from a student ambassador
• A website visit to explore courses
• A download of a career guide
• A follow-up email with personalized resources
• A virtual campus tour
• Application submission

Each interaction builds trust and moves the student closer to action.

What Are the Risks of Ignoring These Shifts?

Without adapting, institutions may face:

• Lower application numbers from tech-savvy urban students
• Brand stagnation, especially when competing with newer, more agile institutions
• Increased reliance on education aggregators, reducing control over messaging and experience

In contrast, institutions that embrace digital storytelling, student-centered design, and value-led messaging stand to differentiate themselves meaningfully, especially in a competitive Indian admissions landscape.

Conclusion: Build Campaigns That Earn Attention (Not Just Demand It)

Today’s students are not passive recipients of information, they are active, discerning decision-makers.

If your institution wants to reach them effectively, admissions campaigns must evolve from transactional to transformational. And while this shift may seem daunting, it’s also an opportunity to reimagine how your institution communicates its strengths, values, and student outcomes.

Need Help Rethinking Your Campaign Strategy?

If your department or institution is looking to build meaningful, student-centric campaigns, EvolvEd is here to support you. We specialize in helping educational institutions create admissions campaigns that are digital-first, authentic, and deeply aligned with student expectations