Marketing Partnership

When it comes to data in Higher Education, many institutions fixate on landing on the right job titles and structures to drive decisions. They create new 'Planning and Insight' teams or separate the two and keep 'insight' in an External Relations Directorate. But as Higher Education Data Expert, Andy Youell, points out, it’s not about the organogram. It’s about creating a culture where teams can come together and turn raw data into meaningful insight. The real magic happens when data combines with the right context, whether it’s student experiences surveys, market trends or competitor analyses. It's this blend of hard data and softer, human elements that makes the difference between collecting numbers and actually using them to inform smarter decisions. How is your institution creating a culture of collaboration to transform data into action? For a deeper dive into this powerful approach, be sure to check out the latest episode of The Partnership Podcast – Higher Ed Marketing.

Did you know that on average just 3% of offer holders may attend both your open day and applicant day? The few institutions that are able to persuade prospective students to attend both events can see off-the-charts conversion rates. So how can you do the same? First of all, these two days need to be distinctly different. The reason students go to one but not the other is because they think they’ll be getting pretty much the same information. Let them know that’s not true! Think about what you’ll do differently and what exclusive behind-the-scenes access you’ll give them if they come to an applicant day. Remember, these applicants are the most likely to convert and sign on the dotted line. So treat them like royalty. They’re your very own VIPs! Over to you – how do you make sure your applicant days are distinctive from open days?

What does it really take to turn raw data into actionable insight? Hint: It’s never just about numbers. While spreadsheets and dashboards are powerful, they only show part of the picture. The real magic happens when you add context and collaboration. Insight isn’t just sitting in a dataset—it’s created when planners, marketers, and subject matter experts come together to layer meaning onto the numbers. It’s about asking the right questions: • What story are the numbers and trends telling us? • How does this fit into the real world? • What’s missing that can only come from human expertise? And, importantly - what should we do about it? This collaborative process unlocks the higher-value insight every institution needs to thrive. How does your institution approach turning data into action? What’s worked for you? For more on how to get university market insight right, tune in to the latest episode of The Partnership Podcast – Higher Ed Marketing - with special guest, Andy Youell.

What’s holding your university or course back from being the top choice for students? We lift the lid on this mystery in episode 6 of The Partnership Podcast – Higher Ed Marketing. Swipe left for a sneak peek at the most common reasons…

Do you have a strategy for communicating with rejected applicants? Or do you just input the bad news into the system and move on? Rejected applicants going through Clearing can be a last minute opportunity to boost student numbers. If you were already on their shortlist, then the story’s not over yet. Many students in Clearing go back to their initial shortlist. We call them the Clearing boomerangs. But if you haven’t given those students a positive, happy goodbye, they might not come back at all. So make the rejection process as positive as possible. Suggest natural cascade courses or alternative options so they don’t feel like they’ve been left high and dry. Or offer some personalised, encouraging feedback after an interview/audition.

When you make an applicant an offer, there should be fanfare and celebration. This is a huge moment for a student. Finally, all of their work has paid off! But sometimes, that news can fall a little flat… You can spend so much time crafting a beautiful relationship with students but it’s tough to keep that energy going when they’re handed to different teams. So when the offer comes in, it can feel like a robotic, legal notice instead of a warm welcome. Quite a shock for students who have closely engaged with you throughout their application! Instead, think about sending subject-specific gifts, personalised communication, exciting messaging – especially if the student picks you as their firm choice. We all know that students can change their minds after receiving their exam results. Are you nurturing the relationship until the point of enrolment?

Being the insurance choice is better than being no choice at all, right? Possibly. But attracting more insurance choices does not present a clear route to growth. If we examine exactly why we end up being the second choice, we can turn things around. Two big reasons we see institutions becoming the insurance option are down to: • A lack of a competitive edge • Low entry requirements making a course a natural back-up option The solution? Spend time every year reviewing your entry requirements and make sure your courses continue to be more attractive than those of your competitors. What else can you offer? What will raise the value of your course and the student experience?

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This is one for all academic colleagues looking to grow your course! Here are five areas where you could make the greatest difference. 👇

• 'Money can't buy' experiences • Shiny equipment • New buildings • Big brand endorsements and partnerships • Flexible timetables… These are just some of the reasons prospective students might apply to your university. So you need to highlight them! What are your three strong reasons to apply? It’s easy to fall into the trap of crowding your proposition with too many things. Our advice is to focus on just three major headlines. If you don’t know what they are, spend time with your subject community to figure it out.