As the summer sun starts to shine brighter, it's the perfect time to revamp our marketing playbook, especially for us in the education sector. Let's face it, the hot spot to catch potential students and their families right now is social media. But what if we added a twist to the old story and brought sustainability into the mix? Let's delve into how we can merge Paid Media and Education for Sustainable Development (ESD) into a turbocharged strategy.

Creating a well-structured paid media strategy during the summer can give your educational institution a competitive edge, specially for those students and parents who haven't still made a final decision for the upcoming intake. It is key that your institution has strong visibility during this period, and an effective paid media campaign can shed a spotlight on your institution, making it a top choice.

Navigating the Changing Social Media Landscape

In an era where the social media landscape is constantly changing, it's critical for institutions to keep up with the times. Major platforms like Twitter (or should we say "X" now?), TikTok, Spotify, and Meta are shifting gears to remain competitive and relevant.

Remember when we knew Twitter as the platform with the cute blue bird logo? Well, thanks to Elon Musk, it's all about the mysterious black and white X now. Despite facing some hiccups, this rebranding could be part of a grand plan to morph Twitter into an "everything app". On the flip side, Meta's new platform, Threads, has exploded onto the scene, racking up more than 100 million users in less than a week! If successful, this could be a game-changer for education marketing!

Meanwhile, TikTok is jazzing up its offerings by adding text-only posts to its popular video content. It's also trying to rival Spotify and Apple Music with its new music streaming service. These expansions can provide educational institutions new ways to share their stories and engage with their audience, although with increasing subscription prices, institutions looking to advertise on Spotify might have to review their marketing budgets. 

The Role of Sustainability in Education Marketing

To attract potential students, it's crucial to have a presence on these popular platforms. But what's even better than just reaching out to potential students with the same old narrative on revamped platforms? How about serving future generations through a sustainability angle? Greenwashing and green-hushing aside, let's talk about how we can merge Paid Media and Education for Sustainable Development (ESD) into one powerhouse of a strategy.

From 2005 to 2014, the United Nations had this brilliant idea. They called it the "Decade of ESD", basically a worldwide push to make education more about creating sustainable societies. A report from UNESCO in 2017 showed that this idea caught on big time. ESD isn't just an extra credit project anymore; it's central to how we think about education.

Fast-forward to today. We're now in the thick of the Global Action Program (GAP) phase, where we're hustling to expand ESD actions to make sure all learners are ready to roll up their sleeves and get their hands dirty for sustainable development by 2030.

The Power of ESD and Paid Media

Real-life success stories, unique green programs, and video content showcasing your eco-initiatives can go a long way. Now, summer is prime time for students and their families to research future education options. So, it's the perfect opportunity to crank up the visibility for educational institutions, especially those taking the lead in ESD. A rock-solid paid media campaign can make your institution shine, attracting environmentally savvy students and their families.

Remember, Gen Alpha cares about climate change and sustainable development. They want to see that their educational institution is walking the talk on these issues. And this is where colleges and universities have some catching up to do with K12 schools. Students want to see their institutions making a real difference and committing to a sustainable future. 

In terms of paid media, this means promoting not just your institution's academic programs, but its green initiatives as well. Share stories of sustainability on your social media, show off your green campus initiatives, and let your students share their own eco-friendly experiences.

Tips for Successful Summer Marketing

So how can you hit a home run with your institution's paid media strategy this summer? Keep these tips in mind:

1. Know Your Turf: Make sure you've got a solid presence on the platforms that are popular with your audience.

2. Speak Their Language: Understand what your audience wants from an institution and know how to promote yourself to them.

3. Play Your Aces: Share real-life success stories, highlight unique programs, and use video content to bring your institution to life.

We're here to help you spark your summer marketing game. Looking to increase your visibility around the Sustainable Development Goals (SDGs) or simply need help navigating this ever-changing social media landscape to make your institution stand out from the crowd? Reach out to us, and let's have a brainstorming chat to help you to achieve this goal. Telling compelling, authentic stories can connect with Gen Alpha, and incorporating this into your marketing and communications strategies can help build momentum for a greener future. We're here to help you along the way.