University Support Services

Innovative Marketing and Brand Management

We bring creativity, connectivity, and artificial intelligence (AI) together to create goals-focused marketing campaigns. This builds brand awareness, while attracting learners to your university or college.

A young learner walks outside in red pants.

Our Approach to Higher Education Marketing

We use insights from market research and analytics to create strategic marketing plans for your programs, boosting your enrollment numbers. Using AI and automation to deliver real-time information in the format students prefer, we act as your brand champion and strengthen your position. All of this will help you engage with learners on a global scale.

Our higher ed marketing includes:

Web design and UX optimization


Search engine marketing

Direct response marketing

Social engagement

Brand management

Innovative Engagement Methods for Creative Marketing

We have extensive experience in developing marketing campaigns that motivate learners to inquire about, and ultimately enroll in, programs.

These tried and tested methods include:

Older learner chats with others in a group.
Smiling mature male manager sitting with colleagues in board room. Multi-ethnic professionals are planning strategy during meeting. They are at new office.

Analytics for insights into learner wants and needs

Learners have more choice now than ever before. To attract them, you need a clear view of the current higher ed landscape—which is constantly evolving. This is why we devote so much time and resource to finding out exactly how and why behavior changes. We do this by working directly with strategic partners like Google to listen to student wants and needs, and to adapt accordingly.

We do this by:

  • Making your programs stand out in a competitive market

    We analyze the higher ed landscape to find your university’s and portfolio’s unique differentiators. This allows us to position your programs in ways that appeal to prospective learners, giving them the clarity they need to make an informed decision.

  • Engaging your learners from the start

    Our expertise, affiliates, and resources mean we have the right strategies to help the right learners find your programs early in the research phase, and then keep coming back to them as they make their decisions.

  • Reaching students in their time and on their terms

    Our research shows that learners want universities to communicate with them in the way they choose. We maintain an automated cross-platform messaging system to engage learners globally—for the full student journey.

Identifying and reaching the right people for your programs

When we market your university and programs, we think about the learner first. That means we will always find the right audience and identify the right message to motivate them to take action. This will all be ready to deliver in the most effective possible way.

We help you:

  • Define your ideal learners

    We precisely map your programs to learner demographics, determining how they would like to be engaged with. To do this, we use segmentation data, such as the personas created through our Survey of Graduate Students.

  • Map your route to your learners and drive momentum

    We use targeted methods to plan your route to your defined audience, with messaging that’s unique to you. We will also map out the personnel, infrastructure, and media resources needed to keep momentum going long after your campaigns have launched.

Wiley Education Services Marketing: By the Numbers

Each month, we grow prospective student enrollments through:


digital messages


SEO impressions


paid search ads


social media engagements

Build messaging strategies to elevate your brand

Our market insights and audience data help us create messaging strategies that will:

  • Maximize your unique value propositions

    What makes your university different will determine our messaging tone, style, and structure. We will always look to your defined unique value propositions to inspire students to act.

  • Deepen connections between you and your learners

    Today, most students will research programs and universities for at least a year before making contact. Our campaigns are designed to spark ongoing conversations in the earliest stages, to deepen the learner’s connections to you. This will motivate them to apply, right from the very start.

  • Enhance your brand and program awareness

    We market your programs according to your mission and your brand. Your brand integrity will always be strictly maintained and promoted while we raise awareness of specific programs to their ideal audiences.

Creative and strategic marketing that works

When it’s time to launch your new marketing strategy, our marketing team will work closely with you to:

  • Craft inspiring, on-brand campaigns that work

    We will develop both the creative and the content to tell your brand story in ways that inspire prospective students to take action.

  • Offer personalized experiences

    Our technology-enabled experiences recognize that no two students are alike. Therefore, we deliver custom content based on a learner’s previous behaviors when visiting websites and landing pages.

  • Provide the tools a learner needs to make their decision

    We recognize that learners have many options to choose from when selecting a program. So, we provide them the resources they need to make that decision, including program comparison tools, tuition calculators, and guide-led tours of an actual course.

Innovatively reaching and engaging with learners on their terms

We have the analytics and visualization tools necessary to lead students on the path to your university. This includes using our multi-million-dollar marketing tech stack, designed to engage with learners in ways that most universities could not achieve alone.

We use these tools to:

  • Engage the right learners through the right media channels

    We apply demographics and analytics to define the best mix of media, channels, and platforms. Then we use what we’ve learned to talk to learners in dynamic ways that pique their interest and motivate them to take action.

  • Nurture relationships to encourage applications

    When a potential learner makes contact, we keep them engaged through strategic nurturing messaging tactics. This reinforces the program’s value propositions and deepens their connection with you, motivating them to apply.

  • Drive conversions throughout the learner journey

    We use multi-touch attribution software to follow the learner journey in real time. This gives us the data we need to understand which channels and messaging frequencies are most effective. This in turn helps us refine our overall strategy and allocate budget intelligently.

Achieve better results through testing and refinement

To us, launching a campaign is just the start. Our team is continuously testing, refining, and testing again to ensure our campaigns are inspiring and motivating prospective students to take action and make contact.

We will:

  • Continuously improve web conversions

    We use the innovative measurement tool Optimizely, to test if the websites managed by us compel learners to take action. This improves overall user experiences and increases on-page conversion in a way that normal testing and maintenance cannot.

  • Keep engaging learners as their needs change

    We use dynamic banner ads to automate both the creation and deployment of targeted digital messages. This means we can easily test and adapt ads and keep engaging with learners, even as their needs, wants, and behaviors change.

Successfully Marketing Both Online and On-Campus Programs

Our marketing support covers both on-campus and online programs. We provide a range of expertise and solutions for successfully marketing online programs, including on campus and hybrid ones. We draw on analytics and our best practices, and we work with you to create value propositions that make them stand out from the crowd, no matter what the modality.

Our success is proven, too. We find the right learners for the right programs and help them make the right decisions. The Student Perspectives on Online Programs study found that 88 percent of learners in the online programs we support are satisfied with their decision to enroll.

Connect With Employers

Link up with business leaders and professionals from every industry.

Wiley Beyond

Our Wiley Beyond platform connects our higher ed partners’ degree programs directly to employees who work for companies in our network. It also works for community college graduates, who want to transfer to a four-year school.

This is just another way we provide a smart route to success.


How Can You Reach More Learners?

How does your university compare to the competition, and where do your biggest opportunities lie?

To find out, complete our short market assessment form. We’ll schedule a call to walk you through a detailed analysis of where your university sits in the market, and what solutions can help you be competitive, and reach your goals.

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