Phishing Simulation for Universities: 2025 Playbook

In the past year alone, ransomware attacks targeting higher education institutions increased by an alarming 105% (Source). Meanwhile, 86% of universities in the UK continue to face frequent cybersecurity incidents (Source). Universities are particularly attractive to cybercriminals due to their extensive research data, vast repositories of student personal information, and inherently decentralized IT infrastructures.

Why Phishing Simulations Are Essential for Universities

Universities today face a growing threat from phishing attacks, which target the entire campus community. Faculty, staff, and students rely heavily on digital platforms for academic work, research collaboration, administrative tasks, and communication. This extensive use makes them vulnerable to increasingly sophisticated phishing attempts that can result in data breaches, financial loss, and damage to the institution’s reputation.

Phishing simulations offer a proactive solution to this challenge. By regularly conducting these exercises, universities can strengthen their defenses and prepare their communities to address real-world threats effectively.

Here’s how phishing simulations benefit universities:

• Educate the Community: Phishing attack simulators mimic real-world phishing attempts, providing faculty, staff, and students with hands-on experience in identifying and responding to suspicious emails and links, all within a safe and controlled environment
• Reinforce Cybersecurity Awareness: Frequent exposure to simulated attacks keeps cybersecurity at the forefront, encouraging everyone to stay vigilant in their daily digital interactions.
• Reduce Susceptibility: Training through simulations helps users recognize phishing attempts, lowering the chances they’ll fall victim to actual attacks.
• Identify High-Risk Groups: These exercises reveal which departments or individuals are most vulnerable, enabling targeted training to address specific weaknesses.
• Improve Incident Response: Practicing responses to simulated attacks refines the university’s protocols, ensuring a faster and more effective reaction to real incidents.
• Create a Security-Aware Culture: Regular phishing simulations build a campus-wide security culture, where everyone understands their role in protecting institutional data.

2025 Threat Landscape That Threatens Universities

Universities in 2025 face a rapidly evolving array of cyber threats, driven by advanced artificial intelligence (AI) and sophisticated attack methods.

These threats exploit the heavy reliance of faculty, staff, and students on digital platforms for academic and administrative tasks.

AI is being used to create highly convincing attacks. Phishing techniques, voice scams, and QR code fraud are becoming increasingly prevalent. Universities must adopt proactive measures, such as continuous training and simulations, to stay ahead of these risks.

Key Threats for Universities

• AI-driven attacks are automating and personalizing cyber threats, making them harder to detect.
• Phishing, including advanced forms like polymorphic emails, remains a significant risk.
• Voice phishing (vishing) affects approximately 70% of organizations, resulting in substantial financial losses.
• QR code phishing (quishing) has surged, with a 3240% increase in incidents.

Check our blog to learn more about the 2025 Threat Landscape.

Designing a Modern Campus Phishing-Simulation Program for 2025

Here are some important points to consider when designing a phishing simulation program for universities:

1. AI-Powered Hyper-Personalization

Leverage generative AI-powered phishing scenarios tailored to individual users. Instead of generic templates, simulate attacks mimicking a student’s academic interests (e.g., fake internship offers from companies they follow) or faculty research topics (e.g., spoofed grant opportunities).

2. Gamified Micro-Training (Engagement Hack)

Replace boring click-through modules with 60-second interactive challenges triggered post-simulation failure.

Example: A student who falls for a fake WiFi login page is presented with a TikTok-style quiz offering redeemable points for campus perks, such as meal discounts and printer credits.

3. Immersive AR/VR Threat Scenarios

Use augmented reality (AR) to simulate real-world phishing (e.g., fraudulent QR codes on campus bulletin boards). For high-risk roles (finance staff), deploy VR simulations of deepfake video calls from "university leadership" requesting wire transfers.

4. Zero-Trust Integration (Beyond Email)

Test lateral phishing within campus apps (e.g., Slack, Canvas LMS). Simulate compromised accounts sending malicious files or payment requests to peers. Pair simulations with zero-trust policies (e.g., mandatory MFA for internal tool access).

5. Ethical AI Guardrails (Critical for Trust)

Avoid trauma by disclosing participation upfront (no "gotcha" culture) and using opt-out options for sensitive users. Deploy sentiment analysis to identify individuals who are stressed and route them to relevant mental health resources.

6. Predictive Analytics Dashboard (Metrics 2.0)

Track novel KPIs, "dwell time" (how long users hover over suspicious elements), emotional response (via eye-tracking in VR), and lateral reporting rates (e.g., forwarding phishing emails to IT). Use predictive models to identify future vulnerability hotspots.

By blending hyper-personalization, immersive tech, and ethical AI, campuses can stay ahead of AI-driven phishing tools. This program isn’t just training—it’s building a human firewall ready for quantum-era threats.

Creating a Phishing Simulation Program for Universities (3 Months)

This three-month simulation program helps assess risk and build a security-first mindset across students, faculty, and staff. Through realistic email and SMS phishing tests, the program promotes safer online behavior and enhances campus-wide threat reporting.

Month 1: Baseline Testing & Awareness

Objective: Establish baseline susceptibility and introduce the program. Target Groups: All students, faculty, and staff.

Week 1: Generic Email Phishing

• Template: "Urgent password reset" email mimicking campus IT.
• Goal: Measure click-through rates and baseline reporting habits.

Week 3: Smishing (SMS Phishing)

• Template: "Campus shuttle delayed – click here to reschedule" SMS with a fake link.
• Target: Students enrolled in transportation services.

Launch Strategy:

• Announce the program via email and social media to avoid a "gotcha" culture.
• Utilize opt-out options for high-stress roles, such as counseling staff.

Training/Remediation:

• Send immediate feedback to users who fail simulations (e.g., "This was a test! Learn how to spot smishing here").
• Launch a "Phish Bowl" competition: Reward departments with the best reporting rates.

Month 2: Sophisticated Multi-Channel Attacks

Objective: Test resilience against evolving tactics. Target Groups:

• Faculty/Researchers: High-value targets for data theft.
• Finance/HR Staff: Handle sensitive data.
• Freshmen: Most vulnerable to social engineering.

Week 1: MFA Phishing

• Template: Simulate "MFA fatigue" attacks, Bombard users with push notifications ("Approve this login?") until they comply.

• Week 2: Quishing (QR Phishing)

• Template: Place fake QR codes on digital campus flyers (e.g., "Scan for free event tickets").
• Redirect to a fake login page mimicking the university portal.

Week 4: Vishing (Voice Phishing)

• Template: Use AI voice clones of department heads (e.g., "Caller ID: Dean’s Office") asking for emergency credential sharing.
• Target: Faculty and administrative assistants.

Launch Strategy:

• Partner with campus facilities to place physical QR codes on bulletin boards.
• Use ethical AI disclosure: Pre-recorded voices state, "This is a simulation," after 30 seconds.

Training/Remediation:

• Deploy 60-second micro-modules on “How to spot MFA spam" (gamified quiz) or "QR code safety" (AR demo via campus app).
• Host a live "Deepfake Workshop" to demonstrate the risks of voice cloning.

Month 3: Advanced & Hybrid Threats

Objective: Simulate real-world attack chains and zero-day tactics. Target Groups:

• IT/Infosec Teams: Test incident response.
• Senior Leadership: High-profile targets.
• Graduate Students: Handling sensitive research.

Week 1: Callback Phishing

• Template: Send emails, "Suspicious activity detected – call [spoofed IT number] immediately."
• Target: Measure who calls and shares credentials over the phone.

Week 2: Hybrid Smishing + Quishing

• Template: Send SMS phishing, "Your meal plan is expired – scan the QR code below to renew."
• Target: QR code leads to a fake payment portal.

Week 3: AI-Powered Deepfake Vishing

• Template: Simulate a video call from "university leadership" (AI-generated avatar) requesting urgent wire transfers.
• Target: Finance department and deans.

Launch Strategy:

• Coordinate with campus security to simulate "emergency" scenarios (e.g., fake data breach announcements).
• Use a "simulation swap" with a partner university for cross-campus smishing attacks.

Training/Remediation:

• Provide personalized risk scores to users based on their performance.
• Host a "Red vs. Blue" tournament: Students vs. staff in spotting hybrid attacks.

Post-Plan Action Items

Metrics Review:

• Publish a report comparing Month 1 vs. Month 3 click/reporting rates.
• Identify "repeat offenders" for mandatory 1:1 training.

Program Iteration:

• Use AI to predict future vulnerabilities (e.g., quantum-era MFA bypass).
• Update simulations quarterly with input from student red teams.

Final Tip: Leverage campus events (e.g., Homecoming, finals week) for context-aware lures (e.g., "Free coffee during exams – scan now!"). Time attacks when users are most distracted.

This plan turns phishing simulations into a living lab, preparing the campus for 2025’s AI-driven threat landscape while fostering a culture of collective vigilance.

Compliance & Ethics for Running Phishing Simulations

Universities must carefully navigate the compliance requirements outlined in regulations such as the U.S. Family Educational Rights and Privacy Act (FERPA), the European Union's General Data Protection Regulation (GDPR), and the UK's Data Protection Act 2018.

Phishing Simulations must balance transparency with effectiveness, securing informed consent when appropriate, while maintaining realism through covert testing methods where legally permissible.

Moreover, data-minimization techniques and anonymized reporting support ethical standards, which are important for Institutional Review Board (IRB) approval.

Key Metrics to follow in Phishing Simulations 2025

​​To measure the effectiveness of phishing simulation programs, it’s essential to track key performance indicators (KPIs) that reflect changes in behavior, risk exposure, and security maturity.

The following metrics enable universities to assess their progress, identify areas for improvement, and establish clear objectives for improvement over time.

Explore our guide featuring the 10 essential questions to ask for crafting successful phishing simulations.

Use Keepnet Phishing Simulator to Protect Your University

Keepnet offers more than just email phishing simulations. Universities can leverage their multi-layered phishing platform to run advanced simulations across various phishing vectors, including vishing (voice phishing), smishing (SMS phishing), callback phishing, MFA fatigue attacks, and quishing (QR code phishing). These diverse options reflect real-world attack methods and prepare academic communities for the full spectrum of threats.

Keepnet’s AI-powered phishing simulator stands out by delivering hyper-personalized, context-aware phishing scenarios specifically tailored for the university environment. Unlike traditional simulators that rely on generic templates, Keepnet utilizes AI to analyze behavioral patterns and organizational roles, generating dynamic and realistic phishing campaigns.

Moreover, Keepnet’s simulator continuously adapts over time, learning from the outcomes of each campaign to fine-tune future simulations. Coupled with real-time feedback and engaging micro-learning nudges, universities can empower their community to recognize and report phishing threats before they escalate.