Campaigns that connect: Lessons in education marketing

Education marketing has remained tied to a predictable formula for too long. Relying on prestige, formality and traditional messaging, many education brands fail to truly connect with their audiences. The reality is that parents and students aren’t just looking for academic results, they’re also searching for experiences that inspire, engage and transform.

Brands like Lego, Duolingo and Airbnb have shown how creativity, play and emotional resonance can redefine the way audiences view a product or service. Education brands can, and should, borrow from these strategies to create real connections. It’s time to focus on the broader benefits of education: confidence, curiosity and the joy of learning.

Boring doesn’t mean effective

The idea that education has to be serious to be credible is outdated. Lifestyle brands like Lego Education demonstrate that learning through play can inspire engagement and foster critical thinking. The brand’s campaigns position STEM learning as a hands-on, joyful process, offering an emotional connection to their products. Similarly, Duolingo’s gamified language platform shows that education doesn’t have to be dry to be effective. By making the learning process fun and accessible, it has captured the imaginations of millions.

Education brands should take note. For instance, consider how the BBC’s Bitesize platform combines education with engaging storytelling to capture children’s attention while adhering to strict educational standards. Higher education institutions can draw inspiration from such examples, focusing on the emotional experience of learning while staying within their own regulatory frameworks. This isn’t about abandoning academic rigor. Instead, it’s about reframing it in a way that resonates with today’s audience.

A cost-effective experience

Since budgets are tighter than ever, students and parents not only want to see the outcomes of their investment, but also to know that the experience is meaningful. Lifestyle brands excel in building trust through authentic storytelling – a strategy education brands can adopt.

Consider how UK brands like the National Trust or Visit Britain focus on experiences and personal connections. The campaigns often feature testimonials and real-life stories, creating an emotional pull. Education brands should do the same. Highlight stories of students thriving not just academically but emotionally and socially. Use videos, case studies and testimonials to show the transformative power of your brand.

Education brands should also embrace behind-the-scenes content. Tours of the programme, interviews with expert consultants and glimpses into how the product or service is used in daily life provide a sense of transparency. This level of openness not only builds trust but also reassures prospects that wellbeing is a priority.

Education as a lifestyle

Another valuable lesson education brands can learn from lifestyle marketing is the power of selling aspirations over just products. In the same way that a travel brand sells transformative experiences rather than flights, education brands should market the broader benefits of their offerings.

Take the travel sector’s evolution. Once defined by dry, transactional campaigns, it now focuses on how travel can change your perspective, enrich your life and create unforgettable memories. For example, the Caledonian Sleeper train service markets itself as more than just transportation, with an offer that taps into the romance of slow travel, combining functionality with the promise of a transformative journey.

Education brands should follow this lead. Instead of focusing solely on academic results, they should highlight the confidence, creativity and resilience that education fosters. They can also create campaigns that highlight key life skills, such as teamwork, problem-solving, and leadership, that prepares graduates for the ‘real world’.

A shift in perspective

It’s no longer enough to focus on tradition or academic outcomes. Prospective students are looking for an experience; one that inspires confidence, curiosity and joy. By borrowing strategies from lifestyle brands, education marketers can break free from formulaic campaigns and create messaging that truly resonates.

The future of education marketing lies in authenticity, creativity and a willingness to take risks. From showcasing the joy of learning to building trust through transparency, education brands have an opportunity to redefine how they’re perceived. The question isn’t whether they can afford to change, it’s whether they can afford not to.