Education Marketing Agency for Schools, Programs and EdTech Brands

An education marketing agency has one result that matters: enrolled students, or for edtech companies, schools and districts that sign. Inquiries and clicks are only steps on the way. At 95 Solutions we run search, paid social, SEO, landing pages, email and tracking for private schools, colleges and continuing education departments, online course providers, coding and career bootcamps, and edtech companies. The work is built around the enrollment funnel (inquiry, application, admission, enrollment) and around the privacy rules that apply when your audience includes students and minors.

Our in-house experience is in ecommerce, fashion and SaaS, and we will not claim an admissions track record we do not have. Two parts of that background carry over directly. Our SaaS work (we co-build AM Jarvis, a SaaS suite for online stores) maps to edtech: trials, demos, long buying cycles and product-led onboarding. Our analytics work maps to enrollment marketing, where the hard part is connecting an ad click to a student who enrolls months later in a CRM the ad platform never sees.

Edtech companies that sell software to schools should also read our SaaS marketing page, and training providers that sell to employers will find the B2B side covered on our B2B marketing page.

Services for Education Providers and EdTech Companies

You can hire us as a digital marketing agency for education for one channel or for the full enrollment plan. Each service links to its own page.

The Enrollment Journey From First Search to First Day

Education is a high-consideration purchase. A family choosing a school or an adult choosing a program will compare options for weeks or months, often involve other people in the decision, and want proof of outcomes. Each stage of that journey calls for different channels.

Awareness: career changers, parents and students

Adult learners often start with a career question ("how to become a data analyst", "medical coding certification online"). Parents start with a school question ("private middle schools near me", "online high school accredited"). YouTube, Meta and search ads reach them early, and content that answers the career or school question honestly earns the first visit.

Research and comparison

Prospective students read program pages, compare cost, schedule, format, accreditation and outcomes, look for financial aid information and search for reviews and Reddit threads. Detailed program pages, comparison content, remarketing and an email nurture sequence keep you in the shortlist.

Inquiry and application

Request-information forms, virtual information sessions, open houses and application starts are the conversion points. Speed matters here: an inquiry answered within minutes behaves very differently from one answered next week. Forms should feed your CRM instantly and trigger both a human follow-up and an automated sequence.

Admission to enrollment

Admitted students who never enroll, often called melt (summer melt in higher education), are a marketing problem as much as an admissions one. Onboarding emails, deadline reminders, community invitations and clear next steps carry an admitted student to day one.

Edtech: teachers adopt, administrators buy

Edtech companies selling to K-12 schools face a different journey. Teachers often find and champion a product, while administrators and district staff approve budgets and procurement, and buying tends to follow the school budget year. Content, email, LinkedIn, conference follow-up and free trial or pilot programs carry that longer cycle.

Student Privacy, Teen Ad Targeting and Enrollment Tracking

Education marketing has rules that most consumer marketing does not, because the audience often includes minors and the data includes student records. These are the points we build into every account. We are not lawyers, so privacy and compliance questions should be confirmed with your own counsel or compliance team.

FERPA and student records

The Family Educational Rights and Privacy Act (FERPA) protects the privacy of student education records at schools that receive funding from the US Department of Education. In marketing terms, that means student records should never be uploaded to ad platforms as custom audiences, or used in campaigns, without your compliance team confirming it is permitted. We build audiences from consented marketing data such as inquiry lists, not from student information systems.

COPPA and children under 13

The FTC's Children's Online Privacy Protection Act rule (COPPA) applies to websites and online services directed at children under 13, or that knowingly collect personal information from them, and generally requires verifiable parental consent. For K-12 sites and edtech products used by young children, tracking pixels and third-party scripts need careful review, and marketing should speak to parents and educators instead.

Ad targeting for teenagers

Google does not allow ads to be personalized for users under 18 based on age, gender or interests. Meta limits ad targeting for teens to age and location. High school recruitment therefore relies on contextual placements, content, parents and broad location targeting rather than detailed audiences.

Outcome claims and testimonials

The FTC requires advertising claims to be truthful and substantiated, and it has taken action against schools over misleading job placement and graduate earnings claims. Every outcome number in an ad or on a program page needs a documented source, a date and a clear definition. Student testimonials are endorsements under the FTC Endorsement Guides, so any payment or incentive must be disclosed.

Texting and calling inquiries

The Telephone Consumer Protection Act (TCPA) requires prior express written consent before sending marketing texts or making autodialed marketing calls. Inquiry forms need clear consent language and a record of that consent stored with the lead.

Tracking enrollments, not form fills

Most education ad accounts optimize to form submissions, which teaches Google and Meta to find people who fill in forms, not people who enroll. We pass the click ID (gclid) and lead details into your CRM, whether that is Slate, Salesforce Education Cloud, HubSpot or another system, and import later stages back with Google Ads offline conversion imports and the Meta Conversions API. Google Ads only accepts imported conversions for clicks up to 90 days old, so for long cycles we import application and admission stages as well as enrollment.

Our First 90 Days on an Education Account

1. Enrollment funnel audit (days 1 to 14). We map inquiries, applications, admissions and enrollments by program and source for the last cycle, review your CRM fields and lead routing, and check intake dates and capacity so we know which programs need students most.
2. Tracking and CRM integration (days 7 to 35). GA4 and Google Tag Manager are cleaned up, click IDs are captured into the CRM, consent language is checked on every form, and offline conversion imports are set up for application, admission and enrollment stages.
3. Program pages and landing pages (days 15 to 45). Priority programs get pages that answer what prospective students compare: outcomes, curriculum, format, schedule, cost, financial aid, requirements and next start date. Campaign landing pages get short forms and clear calls to action.
4. Paid search and social restructure (days 30 to 60). Campaigns are rebuilt by program and intake, negative keywords keep out job seekers and free-course hunters, and Meta and YouTube promote information sessions to the right age groups and regions.
5. Nurture and melt reduction (days 30 to 60). Email and, with consent, SMS sequences for new inquiries, incomplete applications and admitted students, coordinated with your admissions team so nobody gets duplicate messages.
6. SEO plan and quarterly review (days 60 to 90). A content and program page plan ranked by search demand and enrollment priority, plus a review with Mustafa of cost per application and cost per enrolled student by program.

Education Marketing KPIs: From Inquiry to Enrolled Student

• Cost per enrolled student by program: the number that matters most, available once CRM data flows back.
• Inquiry to application rate: shows whether ads bring serious prospects or curious browsers.
• Cost per application started and completed: the earliest reliable quality signal for long intake cycles.
• Speed to lead: time from inquiry to first human contact.
• Yield and melt: how many admitted students enroll and how many drop off before the first day.
• Organic share of inquiries: how much of the pipeline comes from search without paying per click.
• For edtech: trials or pilots started, demos held, pipeline by school or district, and contracts signed.

We set the baseline from your last intake in month one and report against it. We do not quote benchmarks from other institutions, because program, price and audience make them misleading.

Education Marketing Pricing

Search is the foundation of most education plans, so this work is priced on our SEO model: a monthly retainer sized by the number of programs or campuses, the content needed and the technical state of your site, with a minimum term of 3 months. Google Ads, Meta Ads and tracking setup are added from their own plans, and ad spend is paid by you directly to the platforms.

If you need SEO, paid media and CRM tracking scoped together for several programs, contact us for a custom quote.

Higher Education Digital Marketing: Program Pages Do the Heavy Lifting

For colleges, universities and continuing education departments, the program page is the most important page on the site. Prospective students search for the program, not the institution, so a single generic "academics" page cannot compete with a competitor's detailed page for each program.

A strong program page answers, in plain language, what the program leads to, what the curriculum covers, how it is delivered (online, hybrid, evenings, full-time), how long it takes, what it costs and what aid is available, who it is for, admission requirements and the next start date. Structured data using schema.org types such as Course and EducationalOccupationalProgram helps search engines understand those details. AI search tools pull from the same clear, factual content, which is why our AI search optimization work starts with program pages too.

The same principles apply to an online education marketing agency brief for course platforms and bootcamps: one page per course or track, honest outcome data and a clear path to enroll.

K-12 and EdTech Marketing to Schools and Districts

A K-12 education marketing agency brief usually comes from one of two groups: private and independent schools recruiting families, or companies selling products and services to schools.

Private and independent schools

Families search locally and decide on visits. Google Business Profile, reviews, local SEO, open house campaigns on Meta and search, and a fast, mobile-friendly admissions section do most of the work. Inquiry follow-up from admissions staff turns interest into tours.

Edtech and school vendors

Selling to schools means reaching teachers who adopt and administrators who buy. Content that solves real classroom problems, teacher-focused email, LinkedIn for administrators, follow-up after events such as ISTE, and pilot programs with clear success criteria are the usual mix. Many districts ask vendors to sign a student data privacy agreement, so having your privacy documentation ready shortens the sales cycle. Our LinkedIn Ads service covers the administrator side.

How to Choose an Education Marketing Agency

When you compare agencies, look past the case study logos and ask how they would handle your funnel:

• Do they optimize to enrollments? Ask how they get CRM stages back into Google Ads and Meta. An agency that reports only cost per lead is optimizing for the wrong thing.
• Do they know the privacy rules? FERPA, COPPA, teen targeting limits and TCPA consent should come up without prompting.
• Will they work with admissions? Marketing and admissions must share definitions, lead routing and timelines.
• Do they plan by program and intake? Budgets should follow which programs have seats to fill and when.
• Are they honest about experience? We say plainly that our in-house background is ecommerce, fashion and SaaS, and we explain which parts transfer.
• Do you keep ownership? Ad accounts, analytics, CRM data and the website should all stay in your institution's name.

Education Marketing Mistakes That Waste Enrollment Budget

• Optimizing ads to form fills. The platforms learn to find form fillers, many of whom never apply.
• One landing page for every program. A nursing applicant and an MBA applicant need different answers.
• Slow inquiry follow-up. Prospects contact several schools at once, and the first useful reply often wins.
• Outcome claims without a source. Unsupported job placement or salary numbers create regulatory and reputational risk.
• Campaigns that stop at admission. Melt erodes results when communication ends at the acceptance letter.
• Starting too late for the intake. Search demand for a fall start begins months earlier, and campaigns launched late pay more for fewer students.

In-House Admissions Marketing Team vs Outside Agency

Who Our Education Marketing Fits and Who It Does Not

A good fit

• Private schools, colleges and continuing education departments that want enrollment-based reporting
• Online course providers, bootcamps and certification programs selling to adult learners
• Edtech companies selling to schools, teachers or learners directly
• Institutions in the US, UK, Canada, Australia or the UAE

Probably not a fit

• Large universities needing a full-service agency of record with media buying across TV, radio and print
• Programs that want to advertise outcome numbers they cannot document
• Products directed at children under 13 that want detailed behavioral targeting

Start with a free education marketing audit. We review your ad accounts, tracking, CRM integration and top program pages, reply within one business day, book a short call to understand your programs and intake dates, and send a written scope with the first steps we recommend. Other sectors we cover are listed on our industries page.