From Impressions to Influence: The Real ROI of Student Marketing Campaigns

Written By OnDeck Marketing

Student marketing is full of big numbers like impressions, clicks, video views, and more. But here’s the truth: impressions don’t always equal influence. Colleges and universities are investing heavily in digital campaigns, yet many struggle to prove real impact on student decision-making.

At OnDeck, we’ve seen firsthand that the return on investment in student marketing goes beyond surface metrics. When done right, campaigns don’t just generate clicks — they shape choices, build trust, and drive applications.

Beyond Vanity Metrics

A million impressions may look great on a report, but the real question is: did it change student behavior?

Students don’t measure brand impact in impressions; they measure it in moments. Did they recognize your name in a hallway conversation? Did they remember your program when exploring options online?

OnDeck advantage: Our digital bulletin boards place your message in front of students daily, embedding your brand into their routines in ways display ads alone cannot.

Building Influence Through Presence

Gen Z, and soon Gen Alpha, rely on multiple touchpoints before making a choice. A TikTok ad might spark interest, but it’s repeated exposure across channels that builds credibility.

That’s why ROI should be measured not only in clicks but in influence. Influence happens when your institution becomes part of a student’s decision-making journey, showing up both online and offline.

The Parent Factor

ROI isn’t just about reaching students. Parents, especially Millennial parents, remain a critical audience. They’re looking at affordability, career outcomes, and safety while students focus on experience and fit.

Campaigns that include parents in the conversation extend influence beyond impressions to household decision-making.

OnDeck advantage: With programmatic campaigns, we help institutions reach both students and parents, ensuring ROI is measured in real conversations at home, not just clicks.

Measuring What Really Matters

So how should schools measure ROI? Think beyond CPM and CTR. Look for:

  • Brand recall: Do students remember your institution?

  • Application lift: Did campaign schools generate more inquiries or apps?

  • Engagement depth: Are students visiting priority pages on your website?

  • Recruiter alignment: Do campaigns reinforce what students hear face-to-face?

From Awareness to Action

When student marketing is done well, impressions evolve into influence, and influence leads to action. That’s where real ROI is found: in applications submitted, recruiters welcomed, and students choosing your school.

At OnDeck, we’re here to help institutions make that leap. With a network of high school digital bulletin boards and data-driven campaigns, we move beyond vanity metrics to deliver results that matter.

Ready to connect with your target high school students?

OnDeck Marketing
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