10 Things to Know About University Marketing
1. According to a recent study by psLondon, 37% of prospective students and 40% of current students have second thoughts about their degree.
2. There is a gap between what students are sold and the reality of their education.
3. Common negative words used to describe higher ed marketing include unappealing, not diverse, desperate, boring, and spam.
4. Universities can improve perception and reduce the chance of second thoughts by reflecting student values in their messaging.
5. Unique Selling Points (USPs) should be remarkable and memorable.
6. psLondon’s research with over 133 universities identified 19 overarching student values.
7. These values differ depending on the institution a student attends.
8. Decentralised brand strategy, how creators impact the way universities should speak with their students, and why brand strategy is no longer about command and control are all topics discussed on the Education Marketer Podcast.
9. Universities should aim to create messaging that strikes a chord with their audience.
10. Brand strategy should still be consistent, but universities should also be aware of the different values of each student and tailor their messaging accordingly.
Summary from www.educationmarketer.co.uk
