, and engaging with current and prospective students more directly, higher-ed experts said.
Morton also noticed that the college didn’t have much of a marketing department when he started, so he encouraged his team to increase social media usage to reach prospective students. Those tactics started to pay off in the most recent academic year when total headcount grew about 14% from the year prior, according to the college. Morton credits the growth to the new programs and social media, especially TikTok.
While it’s still relatively unique for a community college to run a TikTok account, Phoenix-based advertising agency Colling Media recently wrote in a report that its higher education clients, especially trade schools, are seeing results from using the social media platform to reach Generation Z.
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