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Full-Funnel Higher-Ed Marketing Audit & Roadmap

Higher ed marketing is harder than ever. You can’t afford to leave anything on the table. Tune up your marketing program to save time, money, and improve your return on advertising spend.

Request an audit

Higher-ed marketing is harder and more competitive than its ever been.

Advertising costs are going up while engagement is declining as platforms change their feeds and reduce organic visibility. The tools you used to be able to count on are not working the way they used you. But new approaches, new tactics and better cross-channel integration can get your marketing ops back on track and better than they were before.

Our Full-Funnel Higher-Ed Marketing Audit & Roadmap is for you if your team:

  • Is under increased pressure to deliver enrolment and revenue results with limited budgets.

  • Has marketing spread across multiple platforms, teams, and vendors

  • Is unsure which channels or tactics are contributing to outcomes

  • Lacks confidence in attribution, analytics, or reporting

  • Needs an evidence basis to establish internal consensus on priorities, resourcing.

Inside the audit & roadmap

A comprehensive audit of your full marketing ecosystem, compiled into a prioritized, execution-ready roadmap, including:

Market Landscape & Positioning

 

  • Competitor benchmarking across rankings, program offerings, and channel presence
  • Positioning analysis, including value propositions and differentiation
  • Program-level competitiveness, demand signals, and share of voice across paid, organic, and AI platforms

 

Messaging, Creative & Audience Alignment

 

  • Messaging hierarchy and alignment to personas and funnel stages
  • Creative performance across formats, including 9:16, 1:1, stories, reels, video, and static
  • Channel-specific creative optimization, CTA effectiveness and message-to-audience fit

 

Website, Landing Pages & Conversion Infrastructure

 

  • Landing page optimization and conversion rate
  • UX/UI friction, form design, page speed, mobile responsiveness, and accessibility
  • Ad-to-landing page continuity, message match, and content clarity

 

Search, Social & Discovery

 

  • Keyword strategy, technical SEO and competition gaps
  • AEO / GEO performance, and content alignment with user intent
  • Organic and paid social performance, including reach & engagement

 

Paid Media & Campaign Architecture

 

  • Campaign structure across Google Ads, Meta, LinkedIn, DOOH, Programmatic Display and TikTok
  • Tactic selection and configuration (Search vs. Performance Max, Traffic vs. Conversion, Reach vs. Frequency, etc.)
  • Conversion tracking, including pixels, events, GA4 alignment, and server-side tracking where applicable
  • Bid strategy, audience strategy, cross-channel budget allocation, and frequency management

 

Reporting & Analytics

 

  • GA4 configuration, tagging infrastructure, pixels, and UTM taxonomy
  • CRM integration and data flow from lead capture to qualification and enrolment
  • Attribution modelling, reporting accuracy, dashboard structure

 

How it all connects

None of these systems operate independently. We map dependencies across messaging, creative, channels, landing pages, conversions, and CRM to reveal crucial insights about your marketing practice.

1

Messaging

2

Creative

3

Channel

4

Landing Page

5

Conversion

6

CRM

What insights does the audit reveal?

  • Where drop-off is happening
  • Where budget is being used inefficiently
  • Where tracking or attribution may be distorting performance decisions
  • Where better alignment across channels, audiences, creative, and landing pages can improve results

What you get

  • A prioritized set of recommendations mapped against impact and effort, helping you decide where to focus your time, budget, and attention first.

 

  • Clear implementation across teams and systems

 

  • A phased roadmap: 

 

    • 0–3 months: quick wins and performance recovery
    • 3–12 months: optimization and system refinement
    • 12+ months: structural and strategic improvements

Request an audit

Contact us and let's talk about tuning up your marketing program.

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About Fractal

Fractal is a strategy and marketing consultancy working with universities, research institutes, and public-interest organizations across Canada. We focus on making complex marketing systems easier to understand and easier to manage.

What Sets Us Apart

Tailored Approach

We take time to understand your specific situaton, competitors, and objectives.

Communication & Transparency

We communicate clearly and openly about timelines, personnel, compliance and reporting.

Perfect Balance

We balance big-picture, high level insights with fine detail-oriented analysis.

Fractal is my go-to-fixer; for marketing problems, research gaps, and strategic brainstorming.
They never let me down.
Kevin Kee - Dean, University of Ottawa, Faculty of Arts