Nov 15 '17
Welcome back to our monthly Education Wrap. Here you can find the latest news in the education sector alongside up-to-date marketing advice and our favourite free marketing tool of the month. This month we’re talking about misleading adverts, how to use digital marketing and the best of the best in social media.
The Advertising Standards Authority is warning against exaggerated claims made to attract students, and Universities are to be given guidance on avoiding misleading information.
Nick Hillman, director of the Higher Education Policy Institute, said that “Universities should be careful about their claims, which need to be robust, truthful and useful.” Many of the challenges from the watchdog have been about how information from rankings or comparison tables have been presented.”
ASA Chief Executive Guy Parker has also stated “If you’re making claims about your national or global ranking, student satisfaction or graduate prospects, make sure you practise what you teach… by backing up your claims with good evidence. It’s a wake-up call to the whole sector. I suspect it pretty much kills off “top 1%” as a strapline and sends a clear message that universities need to be whiter than white in their advertising.”
Similarly, Charles Heymann, a higher education communications adviser, said that “It’s tempting for marketing teams to push the boundaries as far as they can go in emphasising them. At some point, most universities will be in the top 10 or 25 for something.”
The story highlights just how fierce the competition between universities has become, which means a good marketing strategy is more important than ever. But you don’t have to mislead to come out on top – you need to know how to show off your best bits in the right way. If you’ve got it, flaunt it. You can find expert advice on education marketing here.
Universities need to understand that students communicate primarily through the digital world. It’s changed the way students select universities, as they gather information from a wide variety of online sources such as social media, blogs, student forum, videos, virtual tours. They now expect an improved digital experience, with tailored content that’s relevant to them. This means that universities must understand and exploit digital channels better, or risk getting left behind. For more advice on how to get the best out of your digital marketing, click here.
Jisc has revealed the best educational social media users, and it boasts an impressive list. With the integration of Facebook Live into lectures (and the adventures of Pip the library penguin), these institutions are pushing the boundaries of social media and making us re-think how digital marketing should be done. Take a look for inspiration on how you can make the best out of your school or university’s social media. For how you nail your Twitter strategy, you can click here to see our Education Tweeters of the Week.
How do you know if your marketing is converting to actual admissions? What about the drop-off after applications? Our logical, fixed-fee project helps you to understand more and get a better return from your activity.…
Email marketing is becoming more important than ever. Schools and universities can widen their reach by targeting a vaster, more global audience with email marketing. The potential of internet marketing, when done right, is enormous and can be the making or breaking point for institutions that are looking to grow in an economy that is highly competitive. Being successful with email marketing can be a tricky and, if not done correctly, can do more harm than good. MailChimp offers a ‘Free Forever’ option for those starting out with their email marketing, and has a simple interface that will get you up and running in no time.
Want to know more about getting the best out of your education marketing? You can contact Helen for expert advice on email@example.com