Education Technology
Colleges Turn to Precision Marketing, Advanced Tracking, and Privacy-First Strategies to Engage Stealth Students
Colleges and universities face mounting challenges in reaching prospective students who never formally identify themselves in the recruitment process—often called “stealth shoppers.” Research shows that at least one in three applicants to private four-year colleges in the U.S. apply as stealth students. For enrollment leaders, this hidden audience—students who research institutions anonymously online before…
Key takeaways
Colleges and universities face mounting challenges in reaching prospective students who never formally identify themselves in the recruitment process—often called “stealth shoppers.” Research shows that at least one in three applicants to private four-year colleges in the U.S.
For enrollment leaders, this hidden audience—students who research institutions anonymously online before…
Colleges and universities face mounting challenges in reaching prospective students who never formally identify themselves in the recruitment process—often called “stealth shoppers.” Research shows that at least one in three applicants to private four-year colleges in the U.S. apply as stealth students. For enrollment leaders, this hidden audience—students who research institutions anonymously online before ever filling out a form or inquiry card—presents both a major challenge and a tremendous opportunity.
So, how can institutions uncover and engage stealth students in a way that is both ethical and effective?
Welcome to signals in higher ed. In this episode, host Darin Francis, CEO & Managing Partner at Harbinger Lane Consulting, speaks with Joe Petrucci, owner of GHOST Targeted Marketing. Together, they explore how new technologies—ranging from patented tracking to AI-driven modeling—are enabling colleges to identify and communicate with audiences they’ve never reached before.
The conversation delves into…
- Precision over volume: Rather than broad regional targeting, GHOST focuses on identifying and marketing to highly specific households, enabling even small-budget institutions to reach stealth prospects.
- Measurable ROI: Case studies show dramatic results, including one graduate program that generated $2.5 million in tuition revenue from just $75,000 in marketing spend, a return on ad spend in the 30–40x range.
- Privacy safeguards: While leveraging advanced tracking, GHOST maintains strict compliance with data protection laws by never unmasking individual identities, instead reporting activity at the aggregate or zip code level.
Joe Petrucci is the owner of GHOST Targeted Marketing, where he leverages patented tracking technology, advanced modeling, and machine learning to help institutions and organizations identify and engage previously untapped audiences. He brings over two decades of experience in marketing and business development, including co-founding Way Better Marketing, which served dozens of universities nationwide, and Fescue & Dunes, focused on optimizing e-commerce for destination golf courses. With a background spanning higher education, digital marketing, and entrepreneurial ventures, Petrucci has built a career around driving measurable growth and innovation across industries.
Article written by MarketScale.
About the author
With 20 years of experience at the intersection of higher education and edtech, Darin Francis brings a wealth of knowledge and a deep passion for driving meaningful change in the sector. Having led teams, crafted go-to-market (GTM) strategies, and worked closely with institutions, Darin is uniquely positioned to help edtech companies navigate the complexities of U.S. and Canadian higher education. Darin Francis, based in Detroit, MI, US, is currently a Managing Partner and CEO at Harbinger Lane Consulting.
