Three effective ways to increase college enrollment among Generation Z.

Gen Z is changing the way they engage with brands, content, and even education. Traditional higher education acquisition marketing plans need to evolve if they are to effectively reach this new generation. With their digital-first mindset, demand for authenticity, and preference for personalized experiences, universities need to adapt their approach to capture Gen Z’s attention—and drive enrollment.

#1: Personalizing Engagement through Data-Driven Segmentation

Gen Z wants personalized experiences, and generic marketing messaging will fail to engage them. Claritas’ segmentation solutions enable higher education marketers to identify key student profiles based on demographics, behaviors, and media consumption patterns. This enables universities to create highly relevant, tailored marketing that directly addresses the distinct interests of Gen Z, thereby fostering stronger connections and increasing enrollment conversions.​

#2: Optimizing Digital and Social Strategies with AI-Driven Insights

Today social media serves as a primary information resource for Gen Z. According to Forbes, “80% of Gen Z look to social media for inspiration.” Utilizing Claritas’ digital audience data, institutions can identify the platforms where this generation is most active—be it TikTok, Instagram, or YouTube—and customize their messaging appropriately. AI-driven attribution ensures the efficient use of marketing spend by identifying which digital strategies drive actual applications and enrollments, maximizing return on investment.

#3: Creating Authentic Storytelling and Inclusive Messaging

In an article by EMARKETER, it states, “Gen Z is known for their… demand for authenticity when it comes to brands and advertising.” It is more important than ever that universities communicate their principles via authentic storytelling and inclusive messaging to establish deeper emotional relationships with potential students. With Claritas’ AI Creative Optimization, universities can automatically generate and test variations of creative assets to ensure messaging resonates with Gen Z’s expectations. By leveraging AI-driven insights, higher education marketers can create ads that feel authentic, relatable, and highly personalized—meeting Gen Z where they are with content that speaks to their values and interests, in turn leading to potential enrollment.​

Meeting Gen Z Where They Are: The Future of Higher Ed Marketing

Gen Z isn’t just looking for a school—they’re looking for a community that speaks their language, values their individuality, and meets them where they are. To stand out in a crowded space, universities need to shift from broad, one-size-fits-all messaging to data-driven, highly personalized engagement.

By leveraging Claritas’ advanced audience insights and AI-driven marketing tools, institutions can cut through the noise and connect with students in ways that feel relevant and real—whether that’s through a perfectly timed TikTok ad, an Instagram story that speaks to their aspirations, or an email that actually resonates.

At the end of the day, it’s all about showing up authentically and making every interaction meaningful. The universities that embrace this approach won’t just see more applications—they’ll build lasting relationships that turn prospective students into engaged alumni. The future of higher ed marketing isn’t just digital; it’s personal.

Ready to elevate your recruitment strategy? Partner with Claritas to create personalized, impactful marketing campaigns that drive real enrollment growth. Contact us today to get started!