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.

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

Digital marketing for higher ed is more complex, more technical and more competitive than ever before.

Across all sectors, 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.

The Fractal Full Funnel Higher Ed Marketing Audit and 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 Report

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

What We Analyze:

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-driven discovery

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

Inside the Report

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

What We Analyze:

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-driven discovery

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

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-driven discovery

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

How it all connects

None of these systems operate independently. We map dependencies across:

MessagingCreativeChannelLanding PageConversionCRM

This reveals:

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 Leave With

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

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.

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Frequently Asked Questions

How can I register on the university website?

To register on the university website, click on the 'Sign Up' button at the top right corner, fill in your personal details, and create a username and password. Once submitted, you'll receive a confirmation email to activate your account.

How can I register on the university website?

They effortlessly turn complexity into clarity.

And they’re the easiest and kindest people to work with.

Andrea Wooles - Manager, Safe Sport, viaSportBC

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

Get in Touch

Have a difficult communications problem? Reach out, we’re always happy to chat.