Matt Payne

8 months ago

As institutions gear up to A-level Results Day 2018 (the Black Friday of the education sector), we are already looking further ahead. How are colleges and universities going to top their targets from this year? How are they going to inspire, attract and convert prospective students into making that initial enquiry?

This month we thought we’d look at how the top performing institutions are publishing content to geared towards prospective students. There are plenty of ways education marketers can do this, and it certainly shouldn’t be a ‘one size fits all’ approach. Here’s how the top performing institution, in each of the ranks, are reaching out to new students. Who knows, maybe you’ll take away some handy inspiration.

Higher Education

The University of Oxford has taken to Facebook to share a video which outlines how one of their professors has developed a learning app which processes sound. The post generated over 300 shares, as people would want to share the content with their own followers. This type of material shows prospective students the level of research and developments at the University of Oxford, which is something they would be able to get involved in when studying there. This post isn’t overly recruitment focused; there is no sales-based call to actions, telling students to apply, it comes across as natural and, in an ideal world, will prompt students to get in touch for information organically.

Further Education

Loughborough College topped our Further Education charts for July, with an excellent performance on Twitter. The College has run a series of Tweets, which contain quotes from current students, where they talk about their own experiences in access to Higher Education courses. This is an excellent way to show prospective students the benefits of these types of courses, by using actual students as a case study; adding clarity and context around these types of courses. Going forward the College could look to maybe present the information in a more engaging way, which might help it stand out more on a manic Twitter feed.

International profile

Cambridge Assessment International Education appeared to have focused more on the wording of their written status; to deliver a clear and concise message. As the Cambridge Assessment International Education are reaching out to international markets, it does make total sense for them to take a more straightforward approach, in the hope that nothing is missed in language translation. Going forward though, the Institution should perhaps look to improve the images, and probably use something that is slightly more engaging and emotive. This would mean that more people would click through onto the website.

Business School

IIM Ahmedabad Business School have used Facebook to promote their YouTube channel. This is an excellent way to get prospective students to see footage of life at the Business School and come across insightful content, which is just too big to share in a single Facebook post or Tweet. Video content is a great way to showcase the ethos and feel of an institution, and what better platform than YouTube? As with previous institution, the image could be more engaging, however, the written status is very clear in telling students the benefits they will receive from following the YouTube account.

Independent Schools

Monkton School needs to inspire parents when looking at ways they can use social media to increase applications. The School uses social media to share some of the extracurricular activities that are available to pupils, in this instance its music. This type of content is going to work well, as it shows how parents, students and teachers can come together for events, which instils a sense of a community at the school.

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