The College Marketing Racket: What You Need to Know in 2025
Have you been receiving a lot of mail from colleges lately? It can feel exciting to see all those glossy brochures with pictures of beautiful campuses and smiling students. You may even feel flattered that these schools are reaching out to you. But here’s the truth: this is just marketing.
In 2025, colleges use a variety of ways to market themselves to prospective students. It’s not just about sending brochures anymore. Schools are increasingly turning to social media, influencers, and targeted ads to grab your attention and encourage you to apply. Their goal isn’t necessarily to offer you a spot, but to appear more selective and boost their rankings—not to guarantee you admission.
How Colleges Target You
Colleges often purchase student data from organizations like the College Board, which collects information such as your address and email. With this data, colleges send personalized messages to get you excited about their campus, making it feel like you’re a perfect fit.
However, this is all part of their marketing strategy. According to The Real College Board, colleges buy this data for about 47 cents per name, reaching thousands of potential applicants at once.
The goal is simple: the more students they can get to apply, the higher their rejection rate becomes, which makes the school look more exclusive and boosts their rankings. The more applicants they have, the more selective they appear on rankings like U.S. News. This does not necessarily mean you’re guaranteed a spot.
Modern Marketing Strategies Colleges Use
While traditional brochures are still in play, colleges today use digital marketing to reach prospective students:
Social Media: Colleges post content on platforms like Instagram and TikTok to give you a glimpse into campus life and build excitement around the school’s culture.
Influencers: Some schools partner with influencers to share their personal experiences on campus, helping to connect with a wider audience.
Targeted Ads: Using data analytics, colleges target specific students based on their online activity, which makes it feel like they’re reaching out directly to you, even though it’s part of a larger strategy.
What Does This Mean for You?
Just because a college sends you brochures or emails doesn’t mean they want you specifically or that you’ll be accepted. These marketing efforts target thousands of students, not just you.
What really matters is your academic performance, test scores, and creating a strong application. Colleges look for students who stand out. Work hard, study for your tests, and build a stellar application. Don’t rest on your laurels.
At Ivy Link, we understand how overwhelming the college admissions process can be. Our expert advisors work with you to create strategies that help you shine. Whether it’s boosting your profile, preparing for tests, or refining your application, we ensure you present your best self to colleges.
If you have questions or need help boosting your student profile, studying for standardized tests, or tutoring for your AP exams, reach out to Ivy Link.
