10 Storytelling Takeaways from AMA: What Higher Ed Marketers Need to Know in 2025

Last week, our CEO Mo and I traveled to National Harbor, MD for our second American Marketing Association Symposium for the Marketing of Higher Education.

Bandwango is now up to 7 higher ed clients, and it was at last year's AMA that we had the pleasure of meeting WashU and University of Montana (both now clients), helping them create engaging digital experiences for prospective students, current students, and alumni.

A fun coincidence: National Harbor, MD (where AMA was held this year) is actually a Bandwango client. Through their experience pass, we help connect locals and visitors with deals and discounts that support community businesses. I even bought a few local items myself to bring home!

The AMA conference with 1,600 attendees was action-packed and content-rich, so we wanted to provide everyone with our top takeaways as a concise summary for higher ed marketers looking to strengthen storytelling, engagement, and community connections. Along the way, we noticed a few patterns that tie directly into how Bandwango helps institutions make experiences more fun, interactive, and community-driven.

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Top 10 Takeaways from AMA

1. Experiences drive applications and enrollment
Prospective students, especially Gen Z and the emerging Gen Alpha, crave authentic, immersive experiences that showcase campus and local community life. Real-life stories, events, and interactive experiences make programs more relatable and memorable.

2. Personalization matters
Tailoring communications based on interests, behaviors, or location increases engagement. Even small touches, like highlighting a favorite campus spot or local restaurant, can make prospective students feel seen and valued.

3. Storytelling fuels retention
Current students stay engaged when they see themselves in the narrative. Sharing student projects, success stories, and campus traditions reinforces belonging and encourages continued participation in the community.

4. Alumni love impact
Alumni respond to stories showing how their contributions support current students and the wider community. Demonstrating the tangible impact of their engagement encourages ongoing connection.

5. Data + creativity = better campaigns
Using analytics to guide decisions ensures campaigns reach the right people at the right time. Combined with creativity, insights can help craft experiences that resonate emotionally and drive measurable results.

6. Community partnerships amplify engagement
Very few higher ed institutions are fully integrating the community into the student experience, but those that do see exciting results. Partnering with local businesses and destinations creates perks, showcases vibrancy, and makes engagement more fun for prospective students, current students, and alumni alike.

7. Visual content wins attention
High-quality photos, video, and interactive media capture attention faster than text alone. Short video tours, student takeovers, or immersive virtual experiences bring your storytelling to life.

8. Integrated campaigns work best
Blending email, social media, events, and web content into a cohesive narrative strengthens messaging. Students, alumni, and prospective students are more likely to engage when the experience feels seamless across channels.

9. Accessibility drives inclusivity
Ensuring stories and experiences are accessible – from virtual campus tours to event registration – demonstrates that every member of your community is valued. Inclusive storytelling fosters connection and engagement.

10. Measure, learn, repeat
Tracking engagement, conversion, and satisfaction metrics helps understand what works. Use these insights to iterate and refine campaigns, making each experience more engaging and impactful than the last.

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AMA reinforced for us that higher ed marketers have a unique opportunity: to engage the next generation, innovate in how they tell their stories, and integrate the community into the experience in ways no one else is doing.

At Bandwango, we help institutions create these types of interactive, fun, and community-driven digital experiences for prospective students, current students, and alumni alike.

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If you want to learn more about how Bandwango can help your institution, or have any questions about implementing these strategies, feel free to reach out to me directly at jay@bandwango.com.

We’ll see everyone in Colorado for next year’s AMA!

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