How to Use Personalisation in Student Acquisition

How to qualify prospects in higher education

Video Transcript

Alice Nuttall

So, in our last episode we asked our focus group which factors influenced their decision and the answers were really interesting, there wasn’t two the same.

Brett de Leijer

Yeah, I think that the sort of overarching take-away from it was that there are so many different personas that come to universities and there’s so many different factors in these decisions that the more segmented your marketing campaign can be, the more effective it will be.

Alice and Pip


Pip Hamilton

And we had Kane who was our non-school leaver. So, he was more focused on something that was easy to access, location-wise and also smaller classes. He wanted more of that one-on-one time with his students and his lecturers.

Kane Fitzgerald

What impacted my decision the most of choosing a course was something that was mostly convenient and as well, maybe not as – how can I put it – maybe high density sort of with like, populated with students.


And with Molly, of course she’s keen to go somewhere that’s a bit more social and get out of her comfort zone and having bigger classes, bigger lectures and more kind of orientation week and all of those kind of fun activities.

Molly Steel

So I wanted to go out of my hometown when I was deciding what uni to go to. I also I was thinking about… I wanted a fresh start and even though I still enjoyed all my friends, I just wanted to make some more and get out of my comfort zone a little bit.


Yeah, she’s the almost looking for that next chapter in her life, that life experience. Whereas Kane is on a mission, he’s on a career mission.


Jack was then, he was very, he was similar to Molly in wanting to go somewhere his friends were going and kind of keeping the social circles intact but then also focusing on the degree or double degree that he’s interested in so there’s kind of dual priority there.

Jack Quartermain

I took into account all the social factors, where are my friends were going, the range of courses and things like double degrees… Do they offer a double degree or a single degree?


And Tim’s… Tim was different again, he knew that he wanted to do teaching and that reason behind why he wanted to do teaching was really interesting as well because he was that family man, he’s the oldest in his family, and that’s really what kind of influenced his career decision which was interesting.

Tim Newton

I’m the oldest out of all my cousins on both sides so I’ve had that experience of like being the elder one, looking after little kids and it just sorta became a second nature to me.


So, as a – you know – a higher education marketing team, how would you take these sort of responses and the knowledge that there’s so many different types of personas and reasons people choose universities.




How would you put that into action?


So, the more data, or the more insights you can get each on an individual, the better you can personalise your communications with that person, because as we saw everyone has such a different decision making process, everyone’s been influenced by so many factors that there isn’t ever gonna be one common or one answer to suit these different groups of people, these different people. So, the more data we can collect on their digital behaviour, so which pages they are looking on at your website, the better we can customise our communications with those students as well.


And there are so many mini battles to be won along the way during the student journey that you can’t just be happy with yourself because they applied. You know, they still have to accept the offer, they still have to turn up to class.


Make it to Census day.


Exactly, there’s so many things that need to be won. And personalising your marketing during that whole time is gonna see better results across the whole journey.

No Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Want To Redesign Your Website? Elevate Your Online Presence with UX

In the fast-paced digital world, your website is often the first point of contact with potential customers. Your website isn’t just a digital...

How Animation Gives Life to Design

Traditional media has long been synonymous with static imagery, from print publications to websites, Instagram and Facebook posts, billboards, and...

The Importance of Accessibility in Social Media

Social media has revolutionised the way we connect and communicate, offering a platform where voices can be heard and stories can be...

How to level up your video content, and when to scale it back
How to level up your video content, and when to scale it back

If you’re wanting to get into the video content game, either as a content creator yourself or as a client, it’s good to understand the basics of...

How to Save Time on Your Social Media: Enhancing Organic Processes

Are you tired of feeling like your social media efforts are falling flat? Do you find yourself running out of time to throw something together for...

Why Should You Choose UGC Over Stock-Standard Content?

In the fast-paced world of digital marketing, authenticity is the currency of trust, and engagement is the ultimate goal. Amidst the noise of branded...

The Role of Pre-Production Planning in UGC Shoot Days

In the fast-paced world of digital marketing, user-generated content (UGC) has become a powerful tool for brands to connect with their audiences...

Why You Should Use Psychographics in Your Property Marketing

In the realm of real estate marketing, one size does not fit all. For property clients like real estate developers who sell housing estates,...

The Power of Persuasion: How To Boost Digital Marketing with Copywriting

Digital marketing is always evolving, and, the art of persuasion is the secret sauce that can turn a casual click into a committed customer (what...

Understanding the Latest Google & Yahoo Email Deliverability Updates

What you need to know Heads up, marketers! Google and Yahoo have just shaken things up in the email world, and your delivery rates might start to...


Fortnightly digital marketing tips and insights