Crafting Captivating Marketing Strategies to Attract Students to Your Higher Education Institution
There’s no doubt that the higher education landscape in the UK is increasingly competitive, with a growing number of touchstone policy and regulatory issues that providers are contending with. In this context, attracting top-quality students who are motivated and engaged is crucial for the success of any UK institution. A well-defined marketing strategy plays a pivotal role in reaching out to prospective students, showcasing your institution's unique offerings, and ultimately securing a strong pipeline of incoming students.
In this blog article, we outline the top strategies you can put in place to ensure you are attracting the right kind of students and encouraging them to apply to your institution.
1. Leverage the Power of Digital Marketing
In today's digital age, an effective marketing strategy for higher education must embrace digital channels. This includes optimising your institution's website for search engines (SEO), utilising social media platforms like Facebook, Instagram, and Twitter to connect with potential students, and engaging in targeted online advertising campaigns.
Many young people are well versed in digital communications channels, so ensuring there is a strong digital element to your marketing campaigns is crucial to making sure you’re meeting prospective students where they are.
2. Embrace Storytelling and Human Connections
Beyond the facts and figures, prospective students are drawn to stories and authentic connections. This is especially true within higher education, where a university education is not only about gaining a qualification but also embracing the student experience in its entirety.
Showcase the experiences of current students, faculty, and alumni through compelling narratives and engaging videos that highlight the unique culture and spirit of your institution. You can do this through a range of methods, including testimonials, open days or user-generated content such as blogs or social media posts.
3. Host Engaging Events and Open Days
Events are a hallmark of any higher education marketing campaign. Create a buzz around your institution by hosting interactive events, open days, and virtual tours that allow prospective students to experience your campus life, engage with faculty and students, and gain a firsthand glimpse into the academic and extracurricular offerings.
Your events should always be tailored to the audience you are trying to attract, so make sure to do your research and engage with your prospects to understand what they are looking for. You can find further guidance on how to devise and deliver compelling postgraduate recruitment events on HE Professional.
4. Foster a Strong Online Presence
Similar to embracing a digital marketing strategy, you should strive for your online content to be informative and support prospects through the application process. If prospective students can trust in the information you’re providing, they’re more likely to connect with and trust in your institution’s brand.
Your university website should be a hub of valuable information for prospective students, providing clear descriptions of programs, admissions requirements, financial aid options, and student life opportunities. Ensure your website is user-friendly and optimised for mobile devices.
5. Utilise Targeted Email Marketing
Although younger generations are increasingly turning to social media, email is still a valuable channel for your higher education marketing campaign. Build an email list of prospective students and nurture relationships with personalized email campaigns that showcase your institution's unique offerings, upcoming events, and success stories.
Make sure to research the best time to deliver certain information and content. This should be oriented around supporting the prospect in the applicant journey and delivering engaging content that makes them excited about the idea of studying at your institution.
6. Collaborate with Schools and Career Guidance Professionals
Establish strong relationships with secondary schools, career guidance counsellors, and educational fairs to reach a wider audience of prospective students. Offer workshops, presentations, and mentorship opportunities to demonstrate your institution's commitment to student success.
You might find that, by running outreach activities, you can reach potential students who may not have been considering your institution, or perhaps even university at all. This is becoming increasingly crucial throughout higher education as widening participation and access strategies take centre-stage in the Office for Students’ (OfS) approach to regulating the sector.
7. Gather and Analyse Data
To decipher what works and adapt your approach accordingly, using insight and data is crucial. Regularly monitor the performance of your marketing campaigns, track website traffic, and analyse student engagement metrics. Use data-driven insights to refine your strategies and optimise your efforts.
Ensuring your team has access to a data dashboard can be really beneficial in this area. If all members of your marketing team are able to glean the impact of your campaigns from a readily available dashboard with informative statistics, you can strive for greater impact and develop a strategy that is informed by evidence.
8. Adapt to Changing Trends and Preferences
The ever-evolving landscape of higher education demands a flexible and adaptable marketing approach. Stay abreast of emerging trends, student preferences, and technological advancements to ensure your strategies remain relevant and effective. This could include attending events, such as HE Professional’s Higher Education Marketing Conference, engaging with online content exploring the latest innovations in HE marketing, or using tools such as Google Trends.
9. Cultivate a Strong Brand Reputation
A positive brand reputation is crucial for attracting top-tier students. Prioritise consistently delivering high-quality education, fostering a supportive student community, and engaging in meaningful research and innovation to enhance your institution's standing in the market.
Brand marketing is going to be increasingly important for higher education institutions as the sector becomes even more competitive and projections of students continue to grow. For further guidance on how to do this, see our blog on the challenges facing university marketing professionals on the journey to one million students.
By implementing these strategies, UK higher education institutions can effectively attract a diverse group of highly motivated students, ensuring their continued success and a vibrant learning environment for years to come.
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