When campuses closed in 2020, virtual events quickly shifted from a “nice to have” to a mission-critical enrollment tool. Open houses went online, info sessions became webinars, and Zoom/Teams links replaced campus maps.
As we begin 2026, the pandemic feels more distant than ever; however, many strategies developed during that unprecedented time, including virtual events, remain.
Which begs the question: Do virtual events still have a place in our recruitment strategy?
The short answer: yes…but not in the same way they did during the pandemic.
The Case for Virtual Events
Virtual events continue to play an important role in expanding access and meeting students where they are, both geographically and behaviorally.
They increase accessibility.
Virtual events lower barriers for first-generation students, younger prospects, and those who live out of state or internationally. Not every student can afford travel, overnight stays, or their parents taking time off work, but a virtual event allows them to engage on their own terms.
They’re more convenient and cost-effective.
From staffing to space to catering, in-person events carry significant costs. Staff take significantly larger portions out of their day to lead in-person events, while virtual events are easier to scale, repeat, and adapt—making them a practical option for institutions with limited budgets or small teams.
They create valuable on-demand content.
When recorded and uploaded, virtual sessions become useful research assets. Prospective students increasingly self-educate online, and well-produced recordings can support them long after the live event ends.
They allow for niche, high-intent programming.
Virtual events are ideal for specialized topics: specific majors, career outcomes, honors programs, or financial aid deep dives. Attendance may be lower, but those who do attend are often highly engaged and arrive with thoughtful questions, making the experience more personalized.
Student can attend more of them.
A student might only visit one or two campuses in person, but they can attend multiple virtual events across several institutions. That flexibility makes virtual programming a valuable top- and mid-funnel touchpoint.
The Limitations of Virtual Events
That said, virtual events are not without challenges, and they shouldn’t be treated as a one-to-one replacement for in-person experiences.
Low show rates are common.
Even with strong registration numbers, attendance can be unpredictable. Competing priorities and screen fatigue often lead to last-minute drop-offs. We are dealing with the generation pushed into online spaces for their education during the pandemic.
You’re competing with the entire internet.
Unlike an on-campus visit, virtual events must fight for attention against social media, homework, and countless distractions.
Technical issues are high-stakes and less forgiving.
Glitches happen—but in a virtual setting, even small tech problems can reflect poorly on the institution. As education grows more tech-reliant, what does it say about a school if their wifi is glitchy or their staff are unable to confidently manage online arenas?
Yield is harder to predict.
While in-person visits and events remain strong indicators of enrollment intent, virtual attendance alone does not reliably signal yield. Virtual events inform and engage, but they don’t replace the power of physically stepping on campus.
A Note on Pre-Recorded Content
If institutions choose to invest in recorded virtual resources, ongoing maintenance is critical.
Outdated information or inaccurate program details can erode trust quickly. Pre-recorded assets should be reviewed regularly—between once a quarter to twice a year—and either refreshed or retired. In a competitive landscape, stale content reflects poorly on the institution…and students notice.
Understanding the Right Approach
At the end of the day, we live in a digital world. Students expect flexibility, access, and on-demand information. Virtual events still matter, but they work best as part of a balanced, intentional recruitment strategy, not as a standalone solution.
The institutions seeing the most success today are those that use virtual events strategically: to widen the funnel, personalize engagement, support self-guided research, and complement the irreplaceable impact of in-person experiences.
Virtual events aren’t going away. They’re simply evolving; when used thoughtfully, they continue to earn their place in the post-pandemic enrollment landscape.
Marketing Strategies with The Parish Group
Both in-person and virtual events are a crucial part of your overall marketing plan. If your marketing strategy needs a refresh, your website needs an audit to see what content is still relevant, or you simply want to bounce ideas around with industry professionals, The Parish Group is at your service.
Our team has in-depth experience and knowledge across student search, marketing, and yield. Reach out at success@parishgroup.com or call us at 828.505.3000.
