higher ed | lead up

b2b handshake on the left, college committee meeting on the right

B2B vs B2HE: They’re not the same

Selling products or services to colleges and universities might look a lot like classic B2B marketing at first glance, but the similarities are often only skin deep. Many vendors new to the space underestimate the real differences involved in business to higher education, which I like to call B2HE. Attempting to apply a standard B2B playbook to higher ed institutions can backfire, leading to longer sales cycles, disengaged stakeholders, and partnerships that fizz out before real value is delivered.

If higher ed is on your radar or you’re struggling to get traction there, understanding what sets B2HE apart is crucial. Here are some of the main reasons why selling to higher education isn’t just business as usual. Decision-making, budgets, values, and communication styles differ in B2HE.

Understanding the unique dynamics of B2HE

Why B2HE is more than just another vertical

Traditional B2B models are built around organizational efficiency and scale. But higher education operates on a completely different foundation, and it shows up at every stage of the buying process. There are a few key factors that set B2HE apart.

Navigating complex decision-making structures

Multiple stakeholders and diverse priorities

While most corporate deals are managed by a clear decision-maker such as a CIO or procurement director, higher ed purchases rarely rest in one person’s hands. Instead, you’re engaging an intricate web of:

Marketing, communications, and accessibility experts
Enrollment
Advancement
Budget and finance administrators
IT leadership and administrative officers
Department heads

Consensus is essential, requiring more meetings, more documentation, and a heightened focus on inclusive communication. This results in longer sales cycles, but also increases the likelihood of deeply buy-in when the decision finally lands.

Prepare for a slower, collaborative process that honors multiple voices. Treat conciseness and transparency as your most valuable assets.

Budget structures require adaptation

Funding, grants, and endowments

Budgets at colleges and universities aren’t structured like those at most private companies. They’re organized around fiscal calendars, government funding cycles, and multi-year endowment allocations. Subscription models tied to headcount or monthly usage may not resonate. Instead, higher ed buyers prefer:

Predictable annual costs
Multi-year contracts that provide budgeting stability
Transparent pricing that fits within allocated grant or state funds

Flexibility and predictability win over complexity.

Mission over metrics

Values are just as important as, if not more important than, ROI

Corporate buyers place heavy emphasis on ROI, scalability, and efficiency. Higher ed buyers still care about those, but just as often prioritize mission-driven outcomes like:

Student success
Community impact
Equity, diversity, and inclusion
Academic integrity and compliance

When selling to higher ed, your story has to go beyond efficiency. It must show how your product actually helps fulfill the core educational mission.

Learning platforms that improve accessibility or support underserved students instantly stand out, even if their ROI story isn’t the strongest on paper.

The demand for customization and flexibility

No size fits all

B2B vendors often seek scalable, repeatable solutions. But every college has its own legacy systems, departmental independence, and varying technical skills. This means your product needs to be:

Flexible enough to support unique workflows
Highly configurable for decentralized department ownership
Compatible with legacy IT infrastructures

Rigid, one-size-fits-all solutions rarely stick. Institutions expect partners to accommodate the idiosyncrasies that make their campus unique.

Offer product demos that highlight customization. Be ready to discuss integration with legacy data systems and non-technical user support.

Building enduring relationships

Focus on long-term partnership

A tech startup might swap vendors every two years in search of the next advantage. By contrast, higher ed institutions expect solutions to last and evolve. Once they invest in you, they want assurance that you’ll:

Provide high-touch, ongoing support
Offer comprehensive onboarding and training
Grow and adapt as their needs change

Expect more focus on references, trust-building, and post-sale relationship management.

Invest in a Customer Success program dedicated to higher ed. Highlight case studies that show long-term, evolving partnerships with other institutions.

Community and peer advocacy drive adoption

Peer recommendations make the difference

The higher education space is highly networked. Professionals regularly trade insights at conferences, on listservs, and through formal consortia. A peer endorsement from another university can carry more weight than any marketing collateral you might send.

Tactics to boost credibility in higher ed:

Encourage reference calls or campus visits among current and prospective customers
Support user groups and online communities
Invest in customer success stories specific to peer institutions

Word-of-mouth among institutions can either accelerate your adoption or stunt it completely.

Communication styles matter more than you think

Formality, context, and respect

Corporate sales outreach often favors brevity, casual tone, and friendly assumptions. Higher ed professionals value something quite different:

Clear, context-rich subject lines (e.g., “Supporting accessible learning at [Institution Name]”)
Well-written, respectful, and grammatically correct messages
Personalization and reference to the institution’s educational mission
Respectful timing and considered follow-ups

“Quick question?” subject lines and pushy weekly nudges don’t land here. Quality outshines quantity.

Develop tailored, thoughtful messages that acknowledge the institution’s specific goals and challenges. Assume your reader is analytical, busy, and invested in their work.

How to succeed in B2HE

Rethink your playbook

Treating higher ed like a standard B2B client almost guarantees you’ll miss the nuances that matter most. To stand out, you need to:

Rethink your sales cycle for consensus-based decisions
Structure contracts for stability and transparency
Develop messaging tailored to mission-driven priorities
Feature solutions that are adaptable, configurable, and legacy-friendly
Build long-term, trust-driven relationships
Leverage peer advocacy and customer-led storytelling
Communicate with clarity, respect, and context

By truly understanding and adapting to the B2HE model, you position your company as a valued partner rather than just another vendor. That mindset shift will pay off in longer, richer relationships and stronger results for the institutions shaping our future.

Wrap-up

Unlocking higher ed as a growth channel isn’t about changing what you sell. It’s about honoring who you’re selling to and how they define success. Start by reevaluating your messaging, your pricing structures, and your approach to ongoing support. Listen closely to current customers and ask for feedback on your outreach style. Engage with the broader higher ed community and invest in building references and relationships.

If your solution supports educational missions and you’re ready to rethink your approach, the B2HE world can offer uniquely rewarding partnerships that last a decade or more.

university on the left, modern start-up building on the right

What higher ed can learn from startups about agility, design thinking, and content velocity

Higher education faces mounting pressure to be both a steward or custodian of tradition and, at the same time, a leader in digital transformation. Students, parents, and faculty expect seamless digital experiences reminiscent of their favorite apps and platforms. However, entrenched processes, committee-based decision making, and a risk-averse and digitally “shy” culture often conspire to slow progress and frustrate stakeholders.

Startups, on the other hand, are built to move fast. Their culture is rooted in action, continuous iteration, and putting users front and center. Being surrounded by the start-up world every day and having served higher education customers for 16 years, I keep thinking: While colleges and universities don’t need to abandon what makes them unique, they do stand to gain a great deal by adopting principles that drive startup success.

Let’s explore how higher ed institutions can borrow proven practices from startups to create digital experiences that are more agile, user-focused, and continuously improving.

Agility drives progress without perfection

Startups thrive by iterating quickly. They know their first product rarely solves every problem, so they prioritize launching quickly, listening closely, and evolving constantly. Delivering a “minimum viable product” (MVP) is the norm, not the exception.

The higher ed way vs. the startup way

Traditional higher ed web projects often resemble cathedral construction. Teams sometimes spend years in committees, gathering input from every corner of campus, striving for a monumental launch that leaves nothing to chance. But this “all or nothing” approach leads to:

Extended timelines (often stretching multiple academic years)
Overengineered sites weighed down by competing priorities
Content that’s outdated by launch

Startups, facing scarce resources and short runways, break big goals into manageable pieces. They tackle high-priority areas, gather real user feedback, and adjust before moving on. Progress is visible and learning compounds.

How colleges can get agile

Think in sprints. Instead of rebuilding your whole site, roll out improvements section by section. Admissions, Financial Aid, or department microsites are great starting points for agile pilots.
Prioritize feedback loops. Use heatmapping, quick usability tests, and analytics to see how real students, parents, or faculty interact with new changes.
Iterate openly. Make it normal to launch, learn, and relaunch until you hit the sweet spot.

Design thinking centers on real student needs

Startups are obsessed with users because their livelihood depends on it. User personas, experience maps, interviews, and A/B tests aren’t boxes to tick, but they’re how startups survive and thrive.

The pitfalls of internal structures

Educational websites tend to mirror the institution’s organizational structure. The navigation is full of divisions, offices, and schools. But users (prospective students, parents, donors, job seekers) care more about solving their needs than your internal chart. They want intuitive, supportive pathways to their goals.

Putting design thinking to work in higher ed

Start with empathy. Run workshops with students, families, and staff. Map their journeys, looking for friction points and moments of hesitation. (suggested reading on empathy in higher ed: Hype over heart by Jamie Hunt)
Create clear personas. For example, a 17-year-old first-generation student hunting for scholarship info has different questions and barriers than a 36-year-old veteran seeking to transfer.
Test real tasks. Ask those personas to complete key tasks on your site. Count the clicks. Watch for confusion. Listen to what’s missing.
Write and design for empowerment. Use plain language and supportive visuals to help visitors take action confidently.

Content velocity powers sustainable growth

Startups treat content as fuel for growth: driving organic traffic, deepening engagement, and building trust. Fast-paced publishing, honed playbooks, and lightweight approval processes keep the engine running at all times.

Where higher ed content slows down

Content in higher ed often moves at a glacial pace:

Endless approvals, even for minor updates
Unclear governance, leaving creators hesitant and risk-averse
Content creators lacking both training and authority

The result is often stale, inconsistent, or irrelevant information, especially when distributed across large, decentralized sites.

Acting like a content startup

Offer structured templates to make it easy for non-expert contributors to add content confidently and consistently.
Train and empower staff and faculty to use the CMS and playbooks, so updates happen locally, not through a bottleneck.
Streamline approvals so minor edits can happen within a day, not a month.
Adopt modern CMS tools that support reusable blocks, personalization, and easy updates without sacrificing brand cohesion.

Cascade CMS and content velocity

Platforms like Cascade CMS give you the foundation for content velocity with reusable blocks, approval pathways, and versioning–all supporting flexible yet controlled publishing.

The Content Flywheel

Every time you publish:

You gather feedback
You learn what resonates
You refine further

The more you publish and engage, the more effective your web strategy becomes.

Building a culture that fails forward

Risk aversion is rooted deep in higher ed. But startups know that failure, when used as a feedback mechanism, is a rocket booster for learning.

What fail forward really means

Failure isn’t about recklessness or lack of preparation. It’s about:

Testing ideas with low risk and high learning value
Quickly seeing what works and what doesn’t
Sharing lessons across teams to encourage continuous improvement

Ways to cultivate a learning Culture

Monthly retrospectives to surface lessons from both wins and losses in digital initiatives
Celebrating “micro-failures” and the improvements they drive
Encouraging experimentation in content, UX, and marketing

Moving forward with startup DNA and higher ed values

Startups and higher ed don’t need to be at odds. They share core missions around impact, service, and legacy; their difference lies in execution and adaptability.

Borrowing from startup culture doesn’t mean sacrificing the thoughtful, principled foundation that defines higher ed. It means:

Acting quickly but thoughtfully
Centering decisions around users
Encouraging participation and learning at every level

Steps higher ed can take now

Pilot agile web or content projects in a single department this semester
Run an empathy design workshop with actual students and faculty
Empower five new staff to contribute approved content directly
Discuss one learning from a failed initiative in your next team meeting

Colleges and universities already have the expertise, content, and values needed for digital excellence. Add startup-inspired agility, design thinking, and a bias for rapid iteration, and you create digital experiences that keep pace with your audience’s evolving needs.

What about you? Has adopting start-up principles helped your organization?

Why personalization shouldn’t stop at student enrollment

I’ve been thinking about higher ed a lot (even more than usual) these days, as it’s facing some challenging times, so I’ll be posting a bit more higher-ed focused content on here.

It’s safe to say that higher education has finally embraced the art of personalized marketing. From campus tours tailored to prospective students’ interests to website content that dynamically highlights programs based on a visitor’s search history, personalization has helped colleges and universities drive up engagement and enrollment

But what happens after the acceptance letter? All too often, and sadly, that’s where the personalization stops, and in its place comes a generic approach for incoming students.

For a generation as diverse and digitally savvy as Gen Z, this is more than just a missed opportunity. It’s a potential risk to engagement, retention, and student satisfaction. And given the demographic enrollment cliff, the last thing we want is to do anything to jeopardize retention.

Let’s examine why personalization after enrollment is critical to success and offering actionable steps to help your institution get it right.

The captive audience myth

Once a student has enrolled, it may feel like the hard part is over. They’ve chosen your institution, which should mean the relationship is secure. But we all know that this is not quite the case. Melt and student attrition are huge risks.

Today’s students, especially Gen Z, expect seamless, meaningful digital experiences at every stage of their relationship with your institution, including after they’ve enrolled.

Throughout their time at your college or university, they navigate many challenges, including

Outdated or disjointed systems for course registration, housing selection, and tuition payment that require navigating multiple logins and interfaces
Major life transitions like newfound independence, mental health challenges, or creating a sense of belonging
Decision fatigue from having to make constant academic, social, and financial choices with long-term impact
Information overload from emails, text alerts, portal updates, and social media notifications that can blur priorities
Fear of failure or imposter syndrome, especially among first-generation or nontraditional students
Navigating complex identities such as being an international student, transfer student, student parent, or part of an underrepresented group
Balancing academics with internships, jobs, or caregiving responsibilities, which can lead to burnout

Personalization post-enrollment is about ensuring they feel supported, understood, and part of a community during some of the most pivotal years of their lives.

Make no mistake about it: they notice when the effort stops.

Why personalization after enrollment matters

For students, personalization is a clear signal that your institution recognizes their unique needs and cares about their success. Post-enrollment personalization creates opportunities to support students in ways that drive engagement, improve retention, and foster a sense of belonging.

Here are some opportunities to implement personalization that makes a meaningful difference:

Orientation and onboarding

Not all students are the same, and their onboarding experiences shouldn’t be either. Customize orientation content for first-generation, transfer, or international students to address the unique challenges these groups face. Whether it’s helping first-gen students understand financial aid or offering international students local resources, targeted onboarding ensures every student has an experience that fits their needs.

Academic milestones

For students still deciding on their path or contemplating a switch, personalized recommendations for majors, clubs, or support services can have a huge impact. For example, data such as campaign sources or form submissions can help you suggest the right programs at the right time.

Mental health and well-being

With the rise in mental health concerns among college students, institutions must adopt a proactive approach. Behavioral cues such as frequent visits to counseling services pages can trigger non-intrusive content like mental health resources or check-ins that show students you’re paying attention to their well-being without being overbearing.

Resource and event reminders

Generic emails about campus resources like tutoring centers or libraries can often get ignored. Instead, personalize outreach based on factors like a student’s major or course load. For instance, a reminder about the tutoring center might be much more impactful during peak exam seasons.

Avoiding pitfalls in post-enrollment personalization

While personalization is key, not all approaches are created equal. One common mistake is overloading students with content that feels less personal and more transactional.

Students crave connection, not just information. To ensure your personalization efforts hit the mark, consider the following tips:

Make it a conversation

Instead of sending static, one-way messages, create opportunities for students to share their preferences, needs, and feedback. Use tools like surveys, opt-in content, and micro-interactions to build a dialogue and foster engagement.

Focus on relevance

Personalization should feel intentional, not overwhelming. Prioritize relevant, actionable content that aligns with a student’s current needs over a bombardment of generalized announcements.

Keep it human

Digital tools can be powerful, but personalization should still have a human touch. Ensure your messaging feels supportive and empathetic, not purely algorithm-driven.

Building a post-enrollment personalization strategy

If your institution is ready to take its personalization efforts beyond the acceptance letter, here’s how to design a strategy that truly supports students.

Segment by experience

Go beyond demographic segmentation by grouping students based on their behaviors, form responses, or specific needs. For example, categorize students based on interests like academic goals, extracurricular activities, or career aspirations.

Use the right tools

Leverage AI-driven platforms like Clive to simplify the process of identifying student needs and sending targeted messaging. These tools can provide insights on student behaviors and initiate the right content delivery at just the right moment.

Build a feedback loop

Direct communication with students fosters transparency and trust. Create straightforward feedback systems that allow students to share whether your efforts are working and what could be improved. Use this input to iterate and enhance your strategy.

Keep student needs front and center

Every piece of personalized content should answer one key question. What does the student need right now? A focus on their well-being and growth will reinforce their trust in your institution.

Creating long-lasting connections

Enrollment is not the end of the student experience. It’s the beginning of a critical relationship driven by growth, trust, and shared purpose. When you personalize digital experiences post-enrollment, you’re showing students that they’re more than just a number.

You’re telling them, “We see you.”

This effort drives better retention rates and can help build deeper, more meaningful connections that set the foundation for long-term success for both the student and the college.

What about you? What are your ideas for personalizing the experience for enrolled students?

How AI can (and can’t) help with accessibility

Accessibility isn’t a nice-to-have, not just for higher education. It’s a legal requirement, a moral imperative, and a core part of serving your full audience. As digital content continues to multiply across websites, accessibility can feel like a moving target, especially for teams that are already stretched thin.

Once again, many are looking at AI for help. With generative tools, automated checkers, and language models promising efficiency and scale, many web teams are wondering: can AI finally help us get ahead of accessibility?

The answer is: yes and no.

Let’s take a look at where AI can offer real support and where human oversight still reigns supreme.

Where AI can help with accessibility

1. Captioning and transcription

AI tools like Otter.ai or Whisper can automatically generate transcripts and captions for videos and podcasts. This is a big win for speed and coverage.

Pro tip: Always review auto-generated captions. Even small misinterpretations can alter meaning (especially in academic content).

2. Alternative text suggestions

Some platforms can suggest alt text for images using object recognition or contextual inference. This can save time, especially when uploading dozens of images at once.

However, these suggestions often lack nuance. “Two people at a table” doesn’t convey the same information as “Admissions counselor advising a first-year student in the student center.”

Pro Tip: Try Cascade CMS’s AI-driven suggestions for alt-text.

3. Accessibility checks

AI-powered platforms can crawl entire websites and flag potential accessibility violations such as contrast issues, missing form labels, improper heading structures, etc.

You can use it for triaging large sites and identifying systemic problems.

Where AI falls short

1. Contextual meaning

AI can’t determine whether your content actually communicates what it needs to. It might pass a technical scan but still confuse a screen reader user.

Example: A button that says “Click here” might be perfectly marked up. But it doesn’t tell the user what they’re clicking for.

2. Tone, empathy, and inclusivity

AI lacks emotional intelligence. It won’t know if your language is unintentionally biased, confusing, or exclusionary. That requires lived experience, human testing, and editorial review.

3. Compliance vs. experience

Passing a checklist doesn’t mean your site is usable for people with disabilities. Real accessibility is about experience, not just validation.

How should you use AI?

Here’s a simple framework:

Task Type	AI Role	Human Role
Captioning & transcription	Generate draft	Edit and verify
Alt text	Suggest based on image	Add context and intent
Site scans	Identify patterns	Prioritize and implement fixes
Content writing	Flag complex phrases	Simplify and personalize

Use AI to amplify, not replace. Let it surface patterns, automate the repetitive, and help you work faster. But remember: accessibility is ultimately about people. That means it always requires human care.

Aim higher than just compliance

AI can help you meet accessibility guidelines, but it can’t replace empathy. The most inclusive digital experiences come from teams who deeply understand their audiences and are committed to making everyone feel welcome, respected, and supported.

Once again, AI can free up time for the human work that really matters.

What about you? Have you used AI to help with accessibility?

AI prompts to help with web personalization in higher education

I’ve been thinking about higher ed a lot (even more than usual) these days, as it’s facing some challenging times, so I’ll be posting a bit more higher-ed focused content on here.

Personalization is no longer a luxury or “great opportunity” for higher education websites. It is now a necessity for connecting with your varied audiences in a meaningful way. Even more drastically, in the face of the demographic enrollment cliff, it’s becoming a survival tool. But how can colleges and universities deliver impactful, relevant experiences at scale, especially with limited teams and tight budgets? One way is to use smarter AI prompts to drive web personalization.

Here are a few strategies and AI prompts for creating personalized content that resonates with prospective students, parents, alumni, faculty, employers, the media, and more. Let’s take a look at how you could scale your personalization efforts and enrich user journeys a bit more quickly.

Personalization and higher education

Every university website speaks to a diverse set of audiences, each with unique questions, goals, and backgrounds. A high school senior may want campus tour dates. Parents are searching for support resources and information on campus safety. Alumni might be ready to give back but want to see their impact first, or want to make sure that their donation is going towards a specific area they care about, such as research, scholarships, or athletics.

Generic, one-size-fits-all content risks leaving these users disconnected or overwhelmed. Web personalization bridges this gap by meeting users where they are in their higher ed journey, boosting engagement and conversion (such as more applications, completed forms, or donations), and demonstrating genuine care and understanding of individual needs

But as you can imagine, creating custom content for every segment can be challenging. This is where AI, particularly tools like ChatGPT, can help scale personalized experiences.

Understanding your audiences

Before crafting personalized content, map your university’s key audiences, such as

Prospective students (domestic, international, transfer, etc.)
Parents
Current students
Alumni and donors
Faculty and staff
Members of the media
Employers
Local communities

Next, identify things that you might want to base your personalization on, including:

Geolocation (where the visitor is browsing from)
Referral source (a scholarship Google ad, a campaign landing page)
Behavior (pages viewed, search terms used, frequency of visits)

With these segments documented, your content creators can use structured AI prompts to quickly produce first drafts or ideas tailored messaging. Of course, you know your audience best, so AI becomes even more powerful when paired with your insights.

Getting started with AI prompts

The best AI prompts are precise, set context, specify the audience, and request the tone or outcome you want.

Prompt best practices

Supply audience background and the desired outcome (application submitted, donation made, RFI sent, interview requested)
Specify the content type (welcome message, CTA, paragraph, FAQ).
Define tone (friendly, professional, mission-driven, inspirational).

For example, “Write a welcoming headline and brief paragraph for a sophomore biochemistry major from California visiting the programs page. Focus on hands-on learning and student stories.”

For prospective students

Geolocation-based welcome

Prompt:

“Write a friendly greeting for a prospective student from Texas visiting the undergraduate admissions page.”

AI output example: “Welcome, future Longhorn from Texas! Explore how our campus blends big city opportunities with a tight-knit academic community. From Texas-sized ambitions to unforgettable adventures, your next chapter starts here.”

Program interest spotlight

Prompt:

“Create homepage content for a high school senior interested in computer science. Highlight related majors, career prospects, and student stories.”

AI output example: “Step into a future powered by technology! Our Computer Science program opens doors to AI research, global internships, and start-up careers. Meet Maria, who turned her campus coding passion into a role with Google. Find your path here.”

Note: I’m stating the obvious here, but make sure to replace the fictitious Maria with a story of an actual student.

Multilingual content

Prompt:
“Translate this welcome message into Spanish for a prospective international student from Colombia. Use a friendly and encouraging tone.”

AI output example: “¡Bienvenido! Explora nuestro campus conectado globalmente, donde te esperan tus sueños académicos y nuevas amistades. Descubre programas, apoyo y una comunidad lista para ayudarte a triunfar.”

Follow-up after download

Prompt:

Generate a follow-up email for a student who downloaded the financial aid guide. Keep the tone helpful and accessible.

AI output example: “Hi [Student’s Name], glad you found our financial aid guide helpful! If questions pop up or you want to chat about scholarships, our team is always here. Your dreams should never be out of reach. See you at our virtual info session next week!”

For parents

Parents play a major role in the college decision process. Speak directly to their needs and concerns.

Parent-specific messaging

Prompt:

“Write a welcoming message for a first-time parent visiting the orientation page.”

AI output example: “As your student begins their college adventure, we’re here every step of the way. Explore schedules, support resources, and tips from families who have been in your shoes. Welcome to our campus community!”

Campus safety FAQ

Prompt:

“Create a list of questions for a short FAQ for parents about campus safety, including emergency alerts and student support services.”

AI Output Example:
“How will my student be alerted during an emergency?
Are there evening safety resources?
What wellness services are available?”

Support resource overview

Prompt:

“List five key university support services parents would want to know about and write a brief intro for a landing page.”

AI output example: “Supporting your student’s success takes a village. Discover:

Academic Advising
Financial Aid Assistance
Health & Wellness Services
Career Planning
Student Life and Engagement

Explore these resources and see how we partner with families for a seamless transition.”

For alumni and donors

You can nurture relationships and drive engagement by tailoring content for alumni and donors based on graduation year, past involvement, or area of study.

Affinity-based personalization for donor campaigns

Prompt:

“Provide personalized donation messaging based on past campus involvement.”

AI output example:

Former Student-Athletes:
“You trained hard, played with heart, and left it all on the field. Now, help the next generation of athletes compete with pride. Your gift to Athletics supports scholarships, equipment, and team travel.”

Student Government Alumni:
“As a campus leader, you helped shape policy and progress. Today, your donation can fuel leadership development programs and civic engagement training for current students.”

Arts Program Alumni:
“Whether you performed on stage or behind the scenes, your creativity enriched campus life. Support student artists by donating to the School of Arts Fund.”

Content suggestions by alumni stage

Prompt:

“Generate tailored content suggestions for a university website homepage that will appeal to three different alumni segments.”

AI Output Example:

Recent Graduates (0–5 years):
- Headline: “Your Journey’s Just Begun – Stay Connected!”
- Content Block: Career services spotlight, young alumni events, networking mixers
- CTA: “Join the Young Alumni Network”
- Donation Ask: “Give $10 to help new graduates succeed”
Mid-Career Alumni (6–15 years):
- Headline: “Lead, Mentor, Inspire – You’re the Difference”
- Content Block: Alumni spotlight features, mentorship programs
- CTA: “Become a Mentor”
- Donation Ask: “Support scholarships for future leaders”
Retired Alumni:
- Headline: “Celebrate Your Legacy, Shape the Future”
- Content Block: Legacy giving info, reunion events
- CTA: “Plan Your Legacy Gift”
- Donation Ask: “Leave a lasting legacy through your estate”

Geolocation-based engagement ideas

Prompt:
“Suggest website content based on alumni location.”

AI Output Example:

User in Chicago, IL:

Dynamic Banner: “Windy City Alumni – Your Local Network Awaits!”
Content Block: “Join us at the Chicago Alumni Mixer on June 15”
CTA Button: “RSVP for the Chicago Event”
Optional Personal Touch: “Reconnect with fellow Illini in your area”

User in Atlanta, GA:

Dynamic Banner: “Atlanta Eagles – Let’s Soar Together!”
Content Block: “Mentorship opportunities and Braves game watch party this month”
CTA Button: “Get Involved Locally”

For faculty and staff

Recruitment and onboarding are high-impact yet often overlooked opportunities for personalization.

Recruitment page prompt

Prompt:

Write a landing page welcome for prospective College of Education faculty. Highlight research, inclusive culture, and relocation support.

AI output example: “Join a community of scholars who believe education transforms lives. We support innovative research, value DEI, and help every new faculty member feel at home with tailored relocation support. Shape the future here.”

Onboarding checklist

Prompt:

“Create an onboarding checklist for new Registrar’s Office staff. Make it conversational and actionable.”

AI output example: “Welcome to the Registrar’s Office!

Meet your buddy for a campus tour
Set up your university email
Review key policies with HR
Attend your department’s welcome lunch
Login to the student records system

Reach out anytime. We’re excited to have you!”

For campaigns and content testing

CTA tone variation

Want to A/B test different styles for your call to action? Use an AI prompt like:

Rewrite this CTA ‘Apply Now’ in five different tones: professional, casual, excited, inclusive, and urgent.

AI Output Example:

Professional: Start your application today.
Casual: Ready to apply? Let’s go!
Excited: Your journey begins here—apply now!
Inclusive: Wherever you’re from, your future starts here. Apply today.
Urgent: Applications close soon—don’t miss your chance!

Content mapping for user personas

Prompt:

“Create a content mapping table that shows homepage content for these personas: high school senior, parent, transfer student, alum, faculty candidate. Include headlines, CTAs, and featured resources.”

AI Output Example:

This can help you visualize your main audience journeys and keeps your homepage dynamic and relevant to all.

A personalized higher ed website starts with clear audience segments. But the magic is in using repeatable, structured AI prompts to take the heavy lifting out of content creation. This approach enables consistent messaging across channels and journeys, rapid scaling without burning out your team, the freedom to A/B test and refine continuously.

Ready to start personalizing?

If you’re interested in web personalization and are looking to implement a tool like Clive or you just need some guidance on how to get started, drop me a message.

What about you? Have you used AI to get started with personalization?