Education marketing
In the quest to engage with the youth market, authenticity has emerged as a cornerstone of success. Generation Z are discerning consumers who value transparency, sincerity, and genuine connections. Here are some tips for dialling up the authenticity of your institution.
Align with your educational values
Authenticity begins with a deep alignment between your university messaging and your core values and mission. Clearly and concisely communicate your institution’s values and the positive impact it seeks to make in the lives of students and the community. Following that, make sure you’re delivering on those promises – communicating that where possible.
Humanise your brand
Showcase the human side of your institution, sharing the voices of your faculty, staff and most importantly, students. Highlighting personal experiences, challenges and triumphs helps to foster relatability. It’s important to make sure your marketing materials and website reflect a diverse and representative student body.
Be transparent
Build trust by being transparent about your educational offerings, admission processes and costs. Address questions and concerns openly and honestly, both in your marketing materials and on your website. This kind of two-way communication will create meaningful dialogue and provide valuable insight into the minds of your target market.
Looking for some authentic inspiration? Here are two examples of companies successfully targeting the youth market.
1. In the ‘Me, Also Me’ campaign, Spotify packaged up music’s innate power to tap into our emotions. By leaning into meme culture, Gen Z’s tendency of self-depreciation and the emotional appeal of music, this successful campaign helped Spotify to become the first streaming service to reach 100 million subscribers – double that of Apple Music.
2. This University of Central Lancashire 2023 student recruitment campaign, titled ‘We See YOU’, had individuals at its core. Focusing on the real-life student experience with a strong and simple message, this creative campaign resulted in a 44.6% increase of undergraduate applications.
Watch the video here: https://www.youtube.com/watch?v=DLUshcAM2pE
Thinking about your next recruitment campaign? Talk to our team to discuss campaign concepts today. Our marketing experts will take the time to understand your institution and its target market to devise a concept that communicates your offering authentically and effectively.
Contact us on 01782 618324 or info@starbots-creative.co.uk to get started.
