Embrace the Magic of Higher Education: 3 Tips to Level Up Your Marketing Campaign

As the higher education sector continues to transform, knowing how to engage your audiences can often feel like a mystery.

Today, more than ever, we need to consider the wider HE landscape, societal changes and of course, the current economic climate. 
 
However, as complex as the sector may be, we believe it opens an opportunity for wonder and charm behind the smoke and mirrors. 
 
Here are three tips to help you level up your higher education marketing.

Unveil the magic of primary audience research

Primary research is an important part of any marketing strategy, especially for higher education marketing. It allows you to understand your audience and tailor your messaging to their needs.

Like pulling tricks out of a hat or getting someone to pick a card out of the deck, you can utilise information from your primary research to build a winning strategy that could charm your audiences.

Through primary research, you can discover what student prospects want, how they want it, and when they want it. This helps you create a more enchanting campaign that will resonate with what your target market’s values —and ultimately improve their experience.

Mirror and learn from consumer brands

In the world of university marketing, there's a lot to learn from consumer brands that could be a pathway to attracting your audience to your university. Take Nike and Adidas as examples: they are experts at engaging with their customers and use their brand values to differentiate themselves from one another – making them the fairest of them all - to their target audiences at least. 
 
Both have been extremely successful because their branding strategies are so clear-cut— people know what they're getting when they buy from either company. Nike resonates with people who want to be challenged whilst Adidas resonates with people looking for innovation. Adding to these values, both brands understand how to create an emotional connection between the company and the people they serve through creative imagery. 
 
So how can you transfer the same methods to your HE marketing?  
 
1. Identify who you are; understand what you stand for 
2. Describe how these qualities relate to your target audience 
3. Communicate these concepts through all of your communication materials 
 
We create brands and campaigns that engages potential students in a way that makes them want to attend.

Embed inclusivity

As each student prospect is unique, from their location to subject choices, and everything in between, it is crucial for universities to not only understand their prospects’ values, but also align their brand values with their ideal candidates. 
 
In order to engage with prospects, you need to consider the intersections that come with the diversity of your audiences, as their lived experiences vary. Thinking about how they differ from one another, the specific needs of undergraduates vs post-graduates or how your university showcases the student experience could help drive inclusivity through your brand’s marketing. 
 
At psLondon, we help universities create magical strategies and creative that is purpose-driven and values-based. Visit our website to find out more about what we do and how we can support you in your next recruitment campaign.

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