Higher Ed Association Marketing - Research

A research study exploring tools, priorities, and real-world practices.

Marketing and communications professionals in higher ed associations wear a lot of hats — often supporting stakeholders and messaging priorities from every corner of their organization. For many, the role has continued to expand, requiring both strategic thinking and day-to-day execution across multiple channels.

As technologies, member needs, and expectations evolve, these changes raise an important question: what does this work actually look like today?

The State of Higher Education Association Marketing research study was created to bring more clarity to this rapidly shifting functional area, offering a data-informed view of current practices, priorities, and experiences across the field.

About the Research

The State of Higher Education Association Marketing is a new research initiative, conducted by Dr. Josie Ahlquist and designed to improve understanding of how association professionals are approaching marketing and communications today.

Our goal is simple:

Provide real, practical insight into higher ed association marketing — so you can make more informed decisions in your work.

This study will explore topics such as:

Marketing strategies and priorities
Team structure, capacity, and roles
Content creation and distribution practices
Use of tools and technology (including AI)
Data and analytics practices
Challenges, gaps, and opportunities

Who Should Take This Survey?

MarCom Staff

Higher ed association staff with roles focused at least 50% on marketing and/or communications

Leadership

Senior leaders of higher education associations (Presidents/CEOs, Executive Directors, Board members)

Supervisors

Higher ed association leaders who oversee marketing and/or communications staff

If the organization’s messaging is a significant part of your role, your perspective matters.

How the Results Will Be Used

Once the survey closes, we will:

Analyze the data and identify key themes and trends
Develop a report summarizing findings and practical takeaways
Share results with survey participants and the broader higher education association community

This research is designed to inform, support, and strengthen the work of association professionals. By taking the survey, you are contributing to a resource that will benefit both your organization and the industry as a whole.

Build a More Sustainable Approach to Marketing and Communications

This research is just one piece of a larger conversation.

Dr. Josie Ahlquist and her team partner with higher education associations to strengthen marketing, communications, and member engagement — through practical strategies, streamlined processes, and support designed for real-world capacity.