The State of Student Affairs Marketing and Communications

A Bi-Annual Research Study by Dr. Josie Ahlquist

How would you describe the current state of your Student Affairs division’s marketing and communications? Is your work centralized or dispersed? Are strategies effective — and consistently funded?

In the inaugural 2022 benchmark study, Dr. Josie Ahlquist explored the landscape of Student Affairs marketing and communications, uncovering key trends, persistent challenges, and emerging strengths. The findings highlighted promising strategies, such as centralizing more than just staff, as well as ongoing concerns like inefficient structures, unrealistic expectations, and insufficient resources to meet student needs and institutional demands.

Now, with new 2025 survey data, it’s time to revisit these questions and examine what has changed, what hasn’t, and what today’s findings mean for the future of Student Affairs marketing and communications.

Then vs. Now

2022

6.9% had 1-5 years of experience
48% of salaries were between 60-80k
17.2% have ZERO student staff direct reports
13.8% had a $60k+ SA MarComm budget
55% hold or are working toward an advanced degree

2025

12.5% have 1-5 years of experience
33% of salaries are between 60-80k
25% have ZERO student staff direct reports
25% had a $60k+ SA MarCom budget
75% hold or are working toward an advanced degree

How Josie Supports Student Affairs
Marketing and Communications

Training

Keynote, Full Day and Multi-Day Facilitation: Customized sessions to educate your entire division, MarComm pros, executives and students.

Consulting

Semester and Yearly Services: Specializing in student-centered communications, marketing and division-wide integrated strategy.

2025 Key Findings

Talent Pipeline Challenges

There is a disruption in the leadership pipeline, with mid-career professionals leaving, and a growing imbalance in experience levels, as more entry-level and senior staff replace mid-level positions.

Professional Development & Training Gaps

While there’s a high level of education, there remains a lack of investment in ongoing professional development, with resources often low and subject to approval.

Growth in Operational Investment & Budget

SA MarCom teams are seeing greater recognition of their value, reflected in the increasing budgets and resources allocated to their efforts, despite challenges in collaboration with external colleagues.

Job Description Database

One of the results of the study is this job description database of student affairs positions, which will be updated on a rolling basis. All positions listed are included with permission.

About Josie

Dr. Josie Ahlquist is a digital engagement and leadership speaker, consultant, and executive coach. She teaches organizations, executives, and education professionals how to humanize technology tools and prioritize building community online.

As a researcher, Josie is extensively published and maintains an active blog and podcast, which have received accolades from EdTech Magazine, Inside Higher Ed and the Chronicle of Higher Education. Her book, Digital Leadership in Higher Education: Purposeful Social Media in a Connected World was listed as an Amazon #1 new release for college and university student life.

More from Dr. Josie

Connection First: How Social Media Search is Rewriting the Student Journey

Letters to the Future: Hopes for Higher Ed

Social Media Coaching – Tailored for Higher Ed Account Managers

Campus Consulting – Marketing & Communications Solutions for Higher Ed

A Bi-Annual Research Study by Dr. Josie Ahlquist

Then vs. Now

2022

2025