ULTIMATE GUIDE: HOW TO EFFECTIVELY MARKET TO STUDENTS
Capturing the attention of a digital prone generation is demanding. You need to be quick, creative and authentic when creating your marketing campaigns. Keeping up with the latest trends on the right platforms to reach the maximum engagement.
Do you want to know how to grasp the attention of Gen Z students? By following the three simple rules below, you will have a head start in attracting opportunities for your college or University.
Our Top Tips
Social Media Trends and Platforms
To reach your primary goal of gaining prospective students, you need to understand the right platforms to reach them. TikTok has increasingly become one of the main social networks that Gen Z use with 46% of 13–19-year-olds say they use the platform daily. You’re one quick scroll away from reaching your target audience. Use trending sounds, themes and hashtags whilst keeping a personalised profile to increase your chance of engagement.
91% of Gen Z prefer video content instead of traditional marketing formats. Having an active social media presence can build your brand image into the eyes of future and recurring students. Gen Z feel a sense of community when they appear on online platforms, which is crucial for universities and colleges to understand. The videos linked below showcase how Manchester University have leveraged trending platforms and in one video they had 10.2k impressions. Simply paying attention to what your targeted audience are invested in at the moment will help you create that relationship.
So, what are you waiting for? Get your TikTok’s done now!
Be Authentic
Why should marketers be aware of being authentic?
Generation Z have created a huge shift in the marketing world. They want two-way conversations, video content, unique messages and diversity. You simply cannot put up one advertisement exclaiming your service; you need to be using a multitude of channels. Use digital ads on popular social media platforms such as TikTok and Instagram. Especially on social media, brands need to keep consistent and authentic content throughout all channels. In education, students want a seamless experience when it comes to choosing their institute of choice. Your college brand should be represented across all channels from big billboards to social media banners.
Are you putting ads on to Spotify yet?
If not, start planning it now. 79% of Zs in the UK said audio allows them to explore different sides of their personalities. Students feel a sense of comfort when using Spotify, therefore this is a great time to showcase your ads. Make it quick, creative and honest and you’ll grasp your future students.
Stand Up for Something
A powerful move made my many marketers today is to shout loud and proud about how they support current groups such as environmental issues, diversity and LGBTQ etc. Gen Z want an inclusive education so show your committed to inclusion and the welfare of your students. Create a campaign representing an issue students are passionate about and share it on out-of-home media. For example, Ivan’s and buses are great to target locations that students are near such as a bus stop near a college or school etc.
Gen Z may be a digitalised demographic, but out-of-home marketing is still crucial to a successful campaign. I know you want to reach the highest engagement so, listen to the impact OOH has on your marketing. Using stand out messages, colours and themes can attract students to your campaign. Thinking specifically about where you want your ads to appear can hugely affect the outcome. Take time to understand where your students are coming from, what age, what gender etc as all these aspects can help you achieve the right ad placement.
I mean, here at F&T we can also do that for you 🙂
Forward & Thinking can help you reach these prospective students with our expertise on media campaigns both through digital and Out-Of-Home channels.
Find out more about Forward & Thinking targeting the Gen-Z audience for FE & HE colleges here – https://youtu.be/Qcl9Zx-tL_g
Forward & Thinking, YOUR student experts.
Contact us today!
By Nina Pybus