Leading Edge: Digital Marketing in 2025: Best Practices for Higher Education

Reach and engage potential students by evolving your digital marketing strategy with the latest trends and technologies. In this presentation, higher education marketing expert Paula French will delve into the recent advancements reshaping the enrollment marketing landscape.

Paula will discuss key trends in search engine optimization (SEO), social media, and digital advertising. She’ll offer best practices for institutions to ensure your marketing efforts continue to generate interest and enrollment in the age of AI, changing student behavior, and targeting limitations. Discover how these trends impact your higher education marketing strategy, and learn methods and metrics to measure success in a rapidly changing online environment. Attend this session to break down the buzzwords, and take away actionable tactics to improve your digital marketing results.

About Paula French:

Paula French is a Director at Search Influence, a leading digital marketing agency specializing in higher education. With over 15 years of experience crafting and leading digital marketing campaigns for major organizations, Paula has a proven track record of helping institutions like Tulane School of Professional Advancement effectively reach and engage their target audiences.

Paula specializes in higher education marketing measurement and aligning marketing solutions with institutional goals. Her expertise extends across many industries, with a focus on higher education, healthcare, and tourism. Paula is a sought-after conference speaker, regularly appearing at events including UPCEA, LocalU, PubCon, and MozCon, as well as contributing her thought leadership to podcasts and publications such as University Business.