Where education marketers need to focus in 2024
My biggest takeaway for student marketing into 2024:
“Joy is a differentiator.”
According to UCAS’s Project Next Generation Report, 59% of students see the benefits of simply sticking with what they enjoy and feel “the rest will take care of itself.”
Similarly, 59% aren’t “trying to map out their future,” instead focusing on what they are good at.
Yes, their main reason for choosing to go to university is for a long-term career,” but coming in hot at no.2 is “following their passions and dreams.
Indeed, the influence of dreams is equal to the advice from both parents and teachers combined.
We often forget about the power of passion.
Course pages regularly speak of degrees as linear paths i.e. study this and you can go on to do “X,” but increasingly, I think our focus should be on helping student discover the potential enjoyment of a subject area.
The report reveals “joy” as a key driver of decisions.
How are you helping your students experience that joy?
Running taster sessions for subject areas? Example: University of Surrey, Subject Spotlights
Sharing stories from graduates happy in their job? Example: Falmouth University, Ones to Watch alumni series
Content personalised for subject areas? Example: Miami University, Major Insight Podcast
Joy is a differentiator.
Your comms can amplify it.
Further reading…
Full report from UCAS, Project Next Generation. Read
Highlights from Project Next Generation Webinar. The influence of parents
