Marketing for higher education institutions in the UK revolves around the established recruitment cycle; from interest to open day registrations, open day attendees, accepted applications and into the Clearing process. However, due to the outbreak of coronavirus and the subsequent ‘lock-down’, this established cycle has been broken and prospective students are faced with uncertainty about their futures.
Despite this uncertainty, 9 out of 10 undergraduate applicants in the UK have not changed their mind about wanting to start university or college this autumn, and as universities across the UK move open days and tours online, their marketing needs to move too.
How has Gen Z’s media consumption changed over the past few weeks?
According to a study by Global Web Index, over 50% of Gen Z are consuming significantly more online video content than before the outbreak.
28% of those aged 8-23 years old (Gen Z) are streaming more music now than before the outbreak. This generation is the only one more likely to be listening to music than searching for news.
Gen Z are more likely to be entertaining themselves via online means. This generation are consuming 51% more online videos, 39% more online television, 28% more music via streaming, 21% more online press, 17% more radio and 24% more broadcast television.
What does your marketing need to be?
It’s clear from the above insights that Gen Z has moved online, and it’s important that your marketing moves with them. In this time of uncertainty, prospective students are looking for re-assurances and answers to the questions they would have asked at an open day.
Marketing needs to be authentic, get across the unique selling points of the university, but also sensitive to the situation applicants now find themselves in. A survey by UCAS found that 69% of applicants have had personal, financial or family problems due to coronavirus, and 23% say their mental health has been affected.
Marketing also needs to be fast, reactive and have foundations built on solid insights and knowledge of your target audience.
How can The Media Angel help?
That’s where The Media Angel come in, we have created award-winning campaigns within the higher education sector, helping our clients achieve record-breaking results.
Our campaigns begin with detailed analysis into your target audience and what media will reach them the most effectively. Currently, campaigns with online elements such as video on demand (ITV Hub, Sky Go), music streaming, digital radio (DAX or Instream) and television are proving the best ways to reach Gen Z as they engage with this new, online university cycle.
These platforms also allow to optimisation, amending your campaign while it’s live to ensure your budget is working as hard as possible. At the end of a campaign, our detailed post-campaign reports marry media results with your data to provide a rounded view of return on investment, and invaluable recommendations for future campaigns.
These times are uncertain for all of us, but by combining the latest consumer insights with the right channels, The Media Angel create award-winning campaigns to help you achieve stunning results.
Get in touch with our friendly and experienced team to get started.
Tags: further education marketing, higher education marketing, university marketing, uni marketing, virtual open days, open days, open day marketing, recruitment marketing, student marketing, UCAS.