AUBG’s Associate Director of Digital Marketing Teodora Georgieva (EMBA ’24) shares tips and insights on digital marketing for higher education in an ever-evolving media landscape.
Ten years ago, I joined the Office of Communication and Marketing at the American University in Bulgaria as an Assistant. Over the years, I immersed myself in the world of digital marketing, gradually advancing through various roles until becoming Associate Director in 2024.
Back in 2015, digital marketing was still emerging in Bulgaria’s higher education sector, and we were tasked with navigating the field. One thing we recognized from the very beginning was the power of social media to connect with our audiences. AUBG became one of the first organizations in the country to embrace and leverage these platforms strategically.
Throughout the years, I’ve witnessed firsthand how the university has adapted to the ever-changing digital marketing landscape. Today, I share my insights on how hgiher education institutions can remain at the forefront of digital innovation while remaining authentic and relevant to their audiences.
The early days: social media for higher education in its infancy
When we first ventured into digital marketing, our approach to social media was experimental. Social media platforms were used as secondary communication tools to showcase life at AUBG rather than as core elements of our recruitment strategy. Instead, we prioritized traditional methods like print advertising and admissions fairs, many of which we still use today.
Our social media efforts was largely organic, relying on basic content creation without a clear long-term vision or performance metrics. At that time, the primary goal was simple: to have an online presence.
The turning point: strategic social media engagement
As digital platforms evolved, so did user expectations. We quickly realized that a structured, audience-focused strategy was essential. AUBG took a more intentional approach to digital marketing for higher education, prioritizing platform-specific content, engaging storytelling, and audience segmentation.
One of the biggest shifts was moving beyond promotion to authentic engagement. According to a recent Forbes article, “In today’s digital landscape, authenticity is the currency of social media success”. We embraced this principle and built a strong community by showcasing student success stories, faculty expertise, and alumni achievements. AUBG’s strength has always been in its people – the students, alumni, faculty, and staff who bring the university to life – so we focused on sharing the real voices and experiences within the community.
This shift fostered greater trust and engagement from our audience. Prospective students and their families could see what life at AUBG truly looks like through student takeovers, alumni testimonials, and behind-the-scenes content. Our approach to storytelling became more dynamic, incorporating video marketing, short-form content, and interactive elements to maximize reach and impact.
Adapting to the ever-changing media landscape
The number one rule in digital marketing is that success isn’t about blindly following trends. It requires careful research, coupled with ample knowledge in the field of higher education and strategic execution. In the highly competitive education sector, it is not always easy to go viral as a university. However, through consistent efforts and learning, we have grown significantly in terms of online presence.
However, digital trends shift at an unprecedented speed, and we’ve learnt to adapt. For example, we have observed that our audience on Facebook is aging, making it more suitable for engaging with alumni and parents. Meanwhile, younger audiences gravitate toward platforms like Instagram and TikTok, which require more dynamic, engaging, and informal content. Our focus remains on balancing relatability with institutional integrity and values.
Data-driven decision making: the power of analytics
Another advancement that has helped us create even more personalized and authentic campaigns is the implementation of analytics tools and big data into our strategy.
In a rapidly evolving digital world, intuition alone isn’t enough. Over the years, we’ve integrated advanced analytics to guide our decision-making, measure impact, optimize content, and refine our messaging. We use data for tracking engagement metrics, running A/B tests, and implement SEO strategies to ensure our content reaches the right audiences at the right time.
Behavioral data and AI-driven insights have further enhanced our targeting efforts. Building on our organic digital presence, we expanded into paid advertising, starting with a modest presence on the Google Search Network and Facebook. Over the years, we forged a strong partnership with Verto Digital, enabling us to establish a robust digital infrastructure to collect, store, and analyze the right data, and to execute the right campaign formats. This ensures we support AUBG’s recruitment efforts in the most effective way. You can read more about our journey with Verto Digital and the results from our campaigns in this case study.
The future of digital marketing in higher education
Digital marketing is a powerful tool across all businesses and industries, and higher education is no exception. It provides the easiest way to tell meaningful stories, ensuring that we send signals rather than create noise in the online environment.
In higher education, digital marketing plays a crucial role in recruitment, brand positioning, and engagement. It allows institutions to reach prospective students across different regions, personalize communication, and create a sense of community before students even step on campus.
Emerging technologies like AI, chatbots, and personalized content delivery will continue to shape the future of higher education marketing. As we look to the future, our mission remains the same: to craft compelling, authentic content while embracing innovation and reinforcing AUBG’s position as a leader in higher education. I am proud to be a part of this journey.
