Higher Education: the Mystery of Marketing to Millennials… Solved!
On the 18th August this year 424,000 students were accepted onto courses with universities and colleges across the UK, while thousands more are expected to be placed through clearing in coming weeks. Marketing plays a vital role in higher education, and the way in which young people are engaging seems to be constantly changing. Traditional student recruitment campaigns just won’t cut it anymore. What’s vital is that universities and other educational institutions keep up with current trends, both online and offline, and avoid rehashing the same old tired strategies.
When targeting an audience of young people there is always going to be the danger of trying to appear ‘down with the kids’. The fine line between being current, contemporary, and appealing, whilst avoiding a campaign that feels jarringly like it’s trying too hard is a precarious ledge - avoiding toppling into the latter category requires a constant balancing act. Nobody wants a cringe worthy campaign on their hands. If all students required was a list of clichés explaining why they should continue their studies they could just talk to their parents! Being behind the times with a marketing strategy is damaging at the best of times, but when dealing with young people it can be disastrous. A worn-out campaign is an unforgiveable crime and will inevitably be met with an eye roll and an instant dismissal. Millennials are smart. With all the information in the world at their fingertips and a cynicism nurtured by the age of technology it takes savvy new ideas and serious out-of-the-box thinking to stand out amid an increasingly growing crowd of competitors. Those who fall behind, stay behind.
The number of students planning to go into Higher Education is at an all-time high, but the number of institutions frantically fighting to snap them up is also growing. At this point it feels like a game of who can shout the loudest… But that doesn’t have to be the case.
Coming to the rescue are a number of incredible marketing agencies and student recruitment professionals who specialise in servicing HE, fearless heroes who boldly traverse the complex jungle of the Millennial mind and return with fresh, innovative solutions in hand. With years of specialised experience in the sector and invaluable up-to-date knowledge of the rapidly changing market, these expert education eggheads hold the key to unlocking the marketing secrets of the modern age. An inside-out knowledge of the business is their business; they keep themselves at the top of their game by staying up to date with the real interests of modern youth. Being up to speed with the must-have new apps, contemporary language, hot topics and generational values, whilst truly understanding the issues facing twenty first century students makes it possible for these agencies to consistently engage with their target audience and deliver incredible results for their clients every time.
By Elisha Aylmore
Business Development Manager - Outbound Solutions