As enrollment marketers working in higher education, we’ve all seen it: graduate programs shouting about rankings while missing the chance to truly connect with the learners who need them most. Often, marketers are asked to create or capture demand for a newly launched or struggling program without any context about why the program exists in the first place. What gap in the marketplace does its existence fill? Who, exactly, was the program created for?
This causes many of us to fall back on the “rankings” angle, assuming—often wrongly—that rankings are among the top things prospective learners care about. For some, this may hold true. But for others, especially adult learners focused on ROI and skill development, rankings often fall flat. These learners aren’t seeking prestige; they’re seeking progress—advancing within their careers, not necessarily changing them.
If our messaging doesn’t align with their goals, we risk losing them altogether. But there’s good news: by shifting our focus from prestige to personalized value, we can build stronger connections that drive enrollment and make our programs truly stand out.
Why "Top-Ranked" Falls Flat
When we lean into rankings before we know what the prospective learner cares most about, we tell them that rankings should always matter whether they should or not. If your program is not the best in its category—and most aren’t—this will backfire.
A prospective learner may search “best online mba” because that is how they have been trained to search for products, services and solutions throughout life. But while they are using the word “best” what they really mean is “best for them.”
Take Sarah, for example. At 35, she’s juggling a demanding career, family life, and her ambition to grow as a leader. Building a network with local business leaders and immediately applying new skills to her current role are her top priorities. With no employer reimbursement program, she’s focused on getting the best return on her investment—not in prestige, but in practical, career-changing skills. She’s not even sure she’ll mention her MBA to her boss or peers; she’d rather let her sharper strategies and improved confidence speak for themselves.
But when Sarah started researching programs, she was met with a flood of rankings and accolades, none of which spoke to her unique goals. It left her wondering, “Should I prioritize rankings over how well the program fits with my goals?”
Every program claiming to be the “top ranked” option fails for three key reasons:
- A lack of differentiation
- A mismatch with the learner’s goals
- The fact that a reputation does not equal fit
Lack of Differentiation
The higher education industry is over-saturated with institutions boasting rankings and accolades. When every institution claims to be "top-ranked" or "best in the field," the message loses its impact and becomes mere noise to prospective students. Prospects are bombarded with similar claims from various institutions, leading to ranking fatigue and skepticism. The term "top-ranked" no longer serves as a compelling differentiator but rather blends into the background of generic marketing messages.
Mismatch with Learner Goals
While a lack of differentiation makes it hard to stand out, failing to align with a prospective learner’s goals creates an even deeper disconnect. Today’s learners are increasingly pragmatic, driven by specific outcomes like career advancement, skill-building, or affordability. Messaging that leads with rankings assumes that prestige is a universal motivator, which can alienate those with more immediate and practical priorities.
For example, a "top-ranked" program might be seen as too traditional, inflexible, or overly academic for someone like Sarah, a mid-career professional focused on ROI and immediate application of skills. By emphasizing prestige, you risk overshadowing the unique qualities of your program that might actually match her needs—such as hands-on learning or alignment with local industry demands. In essence, the program fails to communicate its fit, leaving learners questioning whether it’s the right choice for them.
Reputation ≠ Fit
A strong reputation or high ranking can signal quality, but it can also unintentionally create barriers for some learners. Prestige often implies exclusivity, rigor, or a competitive admissions process, which might discourage prospective students who are unsure of their qualifications or worried about balancing the demands of a top-tier program with their other commitments.
For example, a "top-ranked" program might intimidate someone like Sarah, a mid-career professional juggling family and work, who values accessibility and practical outcomes over academic prestige. The focus on reputation could leave her wondering, “Am I even the kind of student they’re looking for?”
Fit, on the other hand, is about alignment. It reassures learners that the program is designed with their needs, circumstances, and goals in mind—not just as an accolade to add to their résumé. By leading with messaging that highlights flexibility, relevance, and support, you make the program feel attainable and welcoming, addressing concerns about competitiveness and making it easier for learners to see themselves succeeding.
How to Shift the Conversation
My hope is that by now I have you thinking about updating your program pages, digital ads, and marketing emails to improve the impact of your messaging. But to do so, you need a plan. Here’s how to proceed:
1. Start with the Learner, Not the Program
Remember that with most marketing efforts, you want the learner to be the hero in the story, not your institution. Your institution, the program you are marketing, and your marketing collateral are simply guides in their journey. So focus on the learner, not your program.
Ask yourself:
- Who is the ideal student for this program?
- What are their specific goals, pain points, or motivations?
- What barriers do they face in pursuing their degree or certificate (e.g., time, cost, confidence)?
Once you understand the ideal student’s goals, pain points or motivations, you can easily weave it into your headlines and messaging. For example, instead of “#1 in Online MBAs,” frame it as:
“Designed for professionals ready to lead without pausing their careers.”
By centering the learner in your messaging, you create a story that feels personal and relevant, fostering trust and engagement right from the start.
2. Clearly Define the Differentiators
Every program has unique attributes that appeal to different audiences. The key is identifying and prioritizing the ones that matter most to your target prospects. Ask:
- What experiences or outcomes are exclusive to this program?
- How does the program format (online vs. traditional) enhance or limit the value?
- What’s the specific expertise of the faculty or industry focus?
In weaving the differentiators into your messaging, instead of “Learn from world-class faculty,” you could say: “Learn directly from healthcare leaders who’ve transformed patient care in your community.”
Highlighting unique program features tailored to your audience’s needs demonstrates your program’s distinct value, setting it apart from generic prestige-based messaging
3. Connect Outcomes to Fit
Prospective students care less about rankings and more about where the degree can take them. In your content and messaging, it’s critical to lead with the outcomes those learners desire. Be sure to highlight the:
- Career paths of alumni from similar backgrounds.
- Industry-specific placements or ROI metrics.
- Skills uniquely developed by the program.
For example, instead of “Join 10,000 alumni,” you could frame it as: “90% of our graduates advance to leadership roles in their field within 12 months.” You’ll want to back up these claims with links to student stories and blog content that showcases “day-in-the-life” of certain professions and skills sought by industry leaders and employers.
By focusing on outcomes rather than prestige, you demonstrate your program’s relevance to learners' goals, building trust and credibility.
Tactical Advice for Clarity and Credibility
By now, you’ve explored how to shift the focus from rankings to aligning your messaging with learner goals. The next step is ensuring that your communication strategies are not only clear but also inspire confidence and credibility.
Stop Selling, Start Guiding
Position the program as a trusted partner in the learner's journey, offering guidance and support every step of the way. This requires empathy and an understanding of their unique challenges. To do this, you’ll want to:
- Acknowledge the prospective learner’s decision-making process.
- Use language that focuses on their goals, not your accolades.
Recognize that prospective students may feel overwhelmed by options and uncertain about their choice. Offer guidance that helps shape their criteria in a way that reinforces their goals rather than derailing them. Always aim to help rather than manipulate. Address their concerns and reservations head on, but always be honest.
To do this, you’ll need to tailor your messaging to reflect their aspirations and address their pain points directly. For example, instead of “The best MBA for you,” you could try: “Your MBA should work for you. Whether you're aiming to secure a promotion, gain confidence in leading teams, or refine skills for today’s fast-changing business landscape, our program is designed to meet you where you are and elevate you to the next level.”
This reframing shifts the emphasis from accolades to the learner’s needs, building trust and demonstrating value.
Lean into Specificity
Today’s learners are quick to spot claims that feel generic or hollow. Fluffy phrases like “world-class” or “premier program” won’t cut it anymore. To stand out, your messaging needs to be precise and focused, showing rather than telling why your program is the right choice. Specificity builds trust and helps prospective students see exactly how your program meets their needs. Here are a few ways you can cut the fluff:
- Highlight flexibility with specific examples, such as "4 start dates per year" or "courses designed for busy professionals managing careers and families."
- Share alumni success stories, like graduates who transitioned into leadership roles, started their own businesses, or made impactful industry contributions.
- Use measurable results, such as "90% of graduates earn promotions within a year" or "alumni see an average salary increase of $25,000."
By focusing on these elements, you create messaging that feels tailored, credible, and inspiring, making it easier for prospective students to envision themselves succeeding through your program.
Show, Don’t Tell
It’s not enough to tell prospective students your program is exceptional—you need to prove it through compelling evidence and interactive content. Think about what will resonate most: stories of transformation, data-backed results, and immersive experiences that enable learners to envision their future success. This approach builds credibility while fostering an emotional connection to your program.
Rather than simply stating your program’s prestige, demonstrate its impact through engaging, interactive content such as career outcome explorers and video testimonials. Show your alumni's individual stories through blog posts and podcast episodes. Interview employers about the skills they seek, and how they’ve found your program’s alumni to be perfectly prepared for their needs.
By incorporating these strategies, you make the benefits of your program tangible and relatable, ultimately fostering trust and engagement.
How to Improve Your Messaging
As you refine your messaging, keep in mind the importance of centering it around the learner’s unique needs and aspirations. Your goal is to inspire confidence and clarity by answering their biggest questions and demonstrating how your program stands out. Every touchpoint—from a program page to an email—should reflect this learner-first approach.
- Who Is This Program For?
Drill into persona-level detail. Is this program for mid-career professionals? Career switchers? Technical specialists transitioning to leadership roles? - What Makes This Program the Best Fit?
Get specific—flexibility, industry connections, affordability, global perspective, or hands-on projects? - What Do We Want Prospects to Feel?
Confident? Inspired? Supported? Design messaging that triggers those emotions. - How Will They Know This is the Right Choice?
What facts, proof points, or stories will make them think: This is exactly what I’ve been looking for?
By addressing these questions with clarity and conviction, you create messaging that doesn’t just inform but inspires action. Prospective learners want to see themselves in your program—make it easy for them to envision that future. Leaning on top rankings may seem like a quick win, but it often alienates learners seeking relevance and value. By shifting the focus to personal impact and tailored outcomes, you’ll connect with your audience in ways that rankings alone never could.
Ready to transform your enrollment strategy? Our Enrollment Funnel Audit Toolkit helps you identify gaps in your current approach and align your messaging with the needs of today’s learners. Download it now to start optimizing every stage of your enrollment funnel and driving meaningful connections with your audience.
