Creative Storytelling: The Value of a Good Promotional Ad for College Recruitment

These days, deciding whether to go to college isn’t as straightforward as it used to be. With free online resources and alternatives like Coursera teaching everything from computer science to arts and humanities, colleges have to work harder than ever to show why they are still valuable. Gone are the days when a university education was the only pathway to substantial learning and success. So, how can higher ed compete with platforms like YouTube University? 

That’s where great advertising comes in. A compelling promotional advertisement is one of the most powerful tools for attracting prospective students. An ad campaign must do more than showcase a campus; it should tell a story, inspire action, and help institutions connect with their target audience emotionally. For many, an ad is the first impression of a school, and has to hit all the right notes to stand out.

Today, students and parents often encounter a college for the first time through its promotional materials. A well-crafted ad can instantly establish a strong and memorable first impression, encapsulating the essence of the institution while communicating the school's values, strengths, and unique selling points.

Ad creative is not one-size-fits-all. It’s about identifying universal insights that speak directly to the aspirations of its audience. High school seniors, post graduates, and international applicants all have different priorities. Tailoring the tone, message, and visuals of an ad to these specific groups enables colleges to maximize their appeal. Here’s three universities that nailed it.

Carnegie Mellon University

Authenticity is crucial, students these days are keen at discerning genuine storytelling from generic messaging. In this example from Carnegie Mellon University, they successfully maintain a “richness” and “premium” feel of a historic university through moody lighting, orchestral scoring, and amazing cinematography reminiscent of a dramatic theatrical release at your local theater. The visuals take you on a journey of discovery through art, science, and technology, wrapped in a simple tagline, ”Where What If Becomes What's Next.” This simple yet effective tagline encapsulates CMU’s core identity as a university where innovation meets imagination, fostering a culture that inspires students to push boundaries and transform ‘what if’ into their next breakthrough.

Mississippi State University 

In this next example, Mississippi State University takes on an undertone of community and culture, seamlessly incorporating diversity and the notion of “believing in more.” The ad invites you to write your own “future story” with a motivational voiceover that sounds like your favorite high school teacher. The people-focused visuals mixed with graphic overlays and collage-style artifacts create an energetic and youthful approach.  

Edith Cowan University

This last example from Australia's Edith Cowan University makes for an exciting watch, bringing together design tricks from motion graphics, CGI, gaming, and animation to build a story around creative thinkers. The ad uses art to extend the concept of “creative thinking” beyond art, connecting it to creative problem-solving for the world's challenges. The constant motion and transition between different textures and tones easily gets you hooked in and wanting to know more about the institution.

It all starts with a story. 

By creating a compelling and authentic narrative that resonates with prospective students, colleges can position themselves as the institution of choice. As competition intensifies, the ability to stand out with impactful advertising will continue to be a defining factor in successful college recruitment.

In the end, a well-executed ad is more than marketing—it’s an invitation to join a vibrant community and embark on a life-changing journey.