Between right now and the “new results day” (or whatever it ends up being called), and then through into August, are crucial for the education sector, student marketing and enrolment. While everyone waits to find out what any new plan means for September 2020 places, Universities need to be present in the market in the right way as early as possible. And not just to support their recruitment needs, but to meet the needs of students in search of some hope and clarity amidst all this uncertainty.
Want to see someone doing it right? Nike’s doing a great job right now of activating its brand, promoting its workout app with a straightforward message, which is totally in tune with - and sensitive to - what’s happening in the world. It’s promoted centrally from the brand and by its community of influencers too.
The competition this year is going to be fierce - an inevitable decline in international students, more students sitting on unconditional offers, and with a lot of time on their hands, to spend researching where to go to get the best deal available in the new academic year. The end goal hasn’t changed substantially, but the road to it has wholesale.
The time universities have to work within is shorter, because the endpoint is earlier, it’s going to be more sustained, because “results day” will likely be less meaningful to many, and it’s going to be messy, as potentially more students will consider the option of deferring to 2021 when things have calmed down a bit.
Right now, students are scared, confused and overwhelmed with the situation - just like everyone. Universities need to offer reassurance, advice, clarity, a strong sense of community, answers and insight for those looking for it and above all else - honesty. You don’t know everything right now and nor does anyone, and that’s OK. But your institutions are places of learning after all, and now more than ever guidance, relevant research and informed opinions are what time-rich students are after - and the authenticity that comes from being upfront about what you don’t know, as well as what you do.
It’s also important to consider what happens on your website - if you’re putting this kind of content out there, where’s it linking to? Any landing page during this period has got to be super relevant and kept up to date with timely advice, support and guidance. Just sending people through to your homepage or generic undergrad landing page simply isn’t going to work.
Students are bored already, and soon they’ll be really bored. Tik Tok (and social media in general) is booming already with millions of teens stuck indoors, desperately seeking validation and connection - just take a look at #10touchchallenge, #handwashchallenge, #workoutfromhome to get a sense of this.
By April and certainly May, they’ll be desperate for excitement and any sort of escape from the monotony of existence in the Covid-19 era. It’ll be up to universities to activate their communities, tap into the conversations happening naturally and find a way in - in a way that fits and clearly communicates their brand values.
In May and beyond it’ll be about offering the clearest and most compelling reasons to study at course/subject and brand level. As “Clearing” opens at the beginning of July, a huge number of students will be in a great position to make a choice on the best option they think they can get for September. And it seems wholly believable that in June and July there will still be heavy restrictions on socialising and movement, so they’ll be researching. And researching. And researching. This means you’ve got to get in front of them with a clear messaging strategy and content - not just containing information, but first-hand insight into the experience. And lots of it.
What actually happens on “results day”? Right now, it’s anyone’s guess - but I’m sure it’ll become clearer as we get closer. How many students will be unhappy with their results and challenge them and take an exam for the second “results day”? How many will it actually matter to, if they’ve all got multiple unconditional offers to choose between?
In the meantime, make the most of the content you’ve already got. The University of Essex is doing a lovely job of sharing some greatest hits from their #MyEssex tag on Instagram, to share a bit of light, hope and reassurance amongst the darkness.
Looking ahead, make the most of your students and the time they’ve got to - interview them over Zoom or Skype, talk to them about how they’re feeling right now and put that content out there (with their permission obviously!)… it shows you’re listening, it shows you’ve still got a community regardless of whether they’re on campus or not. Ask them to tell their stories and talk about their experience - it’s all incredibly valuable, and it’s likely that in the safety of their own homes, behind a screen, they’ll speak more openly and freely than they might with a microphone and camera in their face. It doesn’t matter if the content doesn’t look super shiny, because content in the New Normal doesn’t. If anything, it levels the playing field. People are just desperate to see and hear other people.
Now more than ever is the time to think creatively, find your voice and help students to discover theirs amongst the madness. Because amidst all this uncertainty, one thing is certain, students are looking for hope and reassurance that after all of this their future’s in safe hands.
Show leadership and inspire trust, by getting out there early with honest and clear comms and creative that shows sensitivity to the situation
Reach out to your current students to create simple, no-frills content that shows your community spirit. And creates a platform for personal, open reflection on their experience.
Develop a phased messaging strategy that acknowledges the big picture and how that changes, and allows for flexibility and reactiveness
Make the most of your existing content - audit, re-edit and cut with freshly gather user-generated content to ensure relevance
If you’d like to speak to an expert about what your creative and content strategy looks like, get in touch.
Marketing strategy in unprecedented times webinar
Join us for our latest COVID-19 virtual fire-side meeting, supporting Heads and Directors of marketing on Tuesday, 7 April 2020 at 2 pm.Save your seat