Social Media Marketing
Social media isn’t just an outreach tool—it’s where your brand lives in the everyday lives of students, parents, alumni, and peers.
From Instagram and TikTok to Facebook and YouTube, social channels remain the most effective way to connect with prospective and current students, donors, and alumni.
A well-managed social presence reinforces your brand voice, tells your story, and builds recognition—one post at a time.
Great social doesn’t just entertain—it promotes applications, boosts event attendance, drives donations, and keeps your community engaged.
With smart paid campaigns and share-worthy content, social media becomes a force multiplier for enrollment, advancement, and reputation.
Discover your potential in days, not months.
Need to move fast? Consider potent consulting. We can help research a critical issue, uncover quick wins, and provide a fresh perspective to help you get unstuck fast.
These short engagements range from a day to a couple of weeks and are led by our founder. You can expect a burst of ideas and insights, tailored to your needs.
Social Media for Higher Ed
Select and prioritize platforms based on your goals and audiences—whether that’s Gen Z prospects, parents, working professionals, or loyal alumni.
Plan organic posts around institutional milestones, cultural moments, academic cycles, and strategic campaigns into a content calendar.
Develop branded visuals, reusable post templates, hashtags, and CTAs designed to engage and align with your identity system.
Create post series, short videos, and campaigns that support open houses, deadlines, and key program promotions.
Share impact stories, giving campaigns, and community milestones that nurture relationships and invite participation.
Design, launch, and optimize ad campaigns across Instagram, Facebook, and TikTok to reach specific new audiences.
Use demographics, behavioral parameters, interests, and list data to reach prospective students, donors, and alums with pinpoint accuracy.
Stay in front of your audience where they spend the most time by serving retargeting ads to recent visitors who engaged with your site but didn’t convert.
Promote events before, during, and after—using countdowns, live posts, and recap reels to maximize impact and shareability.
Promote branded hashtags and serial campaigns that encourage community interaction and increase post visibility.
Activate student voices and campus influencers in a structured, brand-aligned way—with onboarding, guidelines, and content prompts.
Develop creative briefs, scripts, and posting strategies for vertical video—balancing authenticity with brand clarity.
Establish tone, response protocols, and escalation policies to guide comment moderation and safeguard your brand.
Monitor engagement, reach, saves, shares, CTRs, and more—with monthly dashboards and actionable insights.
Equip internal teams and satellite departments with clear guidelines, asset libraries, and training sessions to maintain brand consistency.
Align social content with website messaging, email campaigns, and paid ads to create unified campaign experiences.
Why Choose Potent?
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Experience.
We’ve been helping higher ed clients since 2001. In that time, we’ve enabled colleges to leverage the Web, adopt Social Media, and navigate AI.
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Reliability.
We keep our promises. When you ask us to do something, you know it’s getting done.
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Results.
We know how to get the most from your budget, regardless of size.
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Team.
We have an exceptional team of professionals who wake up ready to solve your toughest problems.
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Transparency.
We will always give it to you straight, from strategic recommendations to performance reporting.
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Longevity.
We’re here to stay. We’ve been serving some clients for over two decades.
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Exclusivity.
When you work with us, we’re not working with your competitors.
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Curious.
We approach every new client with a fresh perspective, ready to dive into the details and imagine your greatest possibilities.
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Attention.
We are not a volume agency. We invest our time in a small roster of clients whom we believe are ready to grow.
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Partnership.
Like our parent company, Partners Marketing Group, we’re committed to building trusted relationships.
Case Study
Unlocking the Potential of a Historic Brand Marching to Their Own Drum
Learn how this historic institution reversed enrollment decline through digital strategy, upgraded web experiences, and automation—driving growth, reducing costs, and renewing the brand.
Case Study
Science + SEO: A Powerful Reaction
Emory’s Pharmacology graduate degree program had the research credentials, but not the national visibility. Learn how targeted digital marketing helped them reach elite applicants across the country.
Case Study
Growing a Corporate Training Brand
See how our enrollment marketing program helped a leading Project Management training organization turn flagging sales into an 800% increase in revenue.
Frequently Asked Questions
Budgets vary by scope, but most colleges allocate $1,500–$5,000/month for paid ads and $3,000–$7,000/month for content development and strategy. We tailor packages to your goals and available resources.
We help you choose based on your audience: Instagram and TikTok for undergraduates, LinkedIn for graduate programs and alumni, Facebook for parents and legacy audiences, YouTube for evergreen content.
No—but consistency matters. A thoughtful weekly posting schedule can outperform daily posts if content is well-timed, relevant, and audience-aligned.
We’ll help you audit current channels, consolidate accounts where appropriate, and establish governance structures that preserve autonomy while enforcing brand and message alignment.
Yes. We offer full-service social management or can work behind the scenes to support your in-house team with content, templates, and strategy.
We track engagement, reach, impressions, click-through rates, follower growth, conversions, and ROI—always aligned to your campaign objectives.
For undergraduate recruitment and student life visibility, yes. We’ll help you approach it strategically, with clear goals, creative briefs, and governance around tone and brand safety.
Absolutely. We offer live trainings, written playbooks, and content planning templates to ensure everyone stays on-message and on-brand.
Absolutely. We help you identify, onboard, and manage student or alumni ambassadors with structured content calendars, brand guidelines, and collaboration workflows.
Organic content is unpaid and reaches your followers and their networks. Typically, organic posts are seen by 5-10% of your followers. Paid social lets you target specific demographics, interests, or behaviors with promoted content. The best strategies use both: organic for engagement and authenticity, paid for reach and conversions.
With existing assets and access to platforms, we can launch most paid campaigns within 1–2 weeks. For organic strategy and content planning, we typically align to a 30-day calendar.
Yes. We help you develop community management protocols, moderation workflows, and escalation policies to protect your brand while engaging respectfully and transparently.
Let’s Talk
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