When marketing towards prospective students, it’s not just about making your university or your courses look good. A primary aim should be to address their needs and their concerns with the content you produce. This can be a tricky challenge because students can come from all kinds of backgrounds, and therefore can have a multitude of different questions that they want answered.
For example, marketing towards postgraduate students will generally warrant a very different approach to marketing towards undergraduates. This is something that can be seen in two projects that we worked on with Bayes Business School – a video explaining how to apply for a Masters degree, and a video promoting their Actuarial Masters programme.
The undergraduate-centred videos that we’ve worked on with Bayes Business School and City, University of London often talk about a variety of aspects of student life – assuaging young people’s concerns about living independently for the first time, for example, or adjusting to a new style of learning.
On the other hand, the postgraduate-centred videos are aimed at an older audience who have some experience of university life already. They’ll have more concrete ideas about their future plans and their career goals (whether they want to upskill at their current job, or transition into a different one); and there’s a chance that they may have been out of education for a number of years.
As such, the ‘How to Apply’ video, for example, offers reminders on the general application process and on specific areas like how to write a personal statement; and the Actuarial Masters promo examines the many professional applications of the degree (across many industries), while also reassuring students that the course can be balanced flexibly with their current job.
Animation is the perfect medium for all this – smoothly and efficiently guiding the viewer through these various points and, when necessary, seamlessly integrating screen captures from the online application web pages. All of this helps to keep the video engaging, and provides clarity to prospective postgraduates at every step of their decision-making process.
If you’d like to know more about communicating to different audiences through university marketing, we’ve written a number of other blogs on the subject – looking at how universities have promoted themselves during the COVID pandemic, for example, and thinking about how universities can inspire students to pursue more technical subjects.