7 SPARKS FOR PROMOTING POSTGRADUATE EDUCATION

I recently spoke at the FindAUniversity Marketing Conference, presenting 40 sparks of inspiration for Higher Education PG marketers. Using our tried and tested sticker methodology, we collated votes from the audience to understand which examples grabbed them most. So here we go...

ONE: UEA - THINKING WITHOUT BORDERS

The current research environment and impact of a university will have an increasingly big voice in attracting Postgraduate students. Recently UEA wanted to make their research stories of far more accessible for multiple audiences, including prospective PG students. So they have created engaging, emotive films that bring up to 20 stories together at a time. In just one minute they prove just how the university is tackling some of the major issues out there. Not surprisingly a Gold winner at the Heist Awards in 2019. You can see all 3 films by clicking here.

TWO: BIRMINGHAM'S PG MENTORS

This has been around for a few years but still proves it can inspire PG marketers. Birmingham’s ‘Ask us a Question’ allows you to contact current students, staff and alumni to ask about prospective study or to simply browse their variety of content - from videos to LinkedIn profiles. A perfect opportunity to secure some kind of mentorship for your potential application.

THREE: OHIO'S ONE MINUTE PROFESSORS

This is a smile idea that could prove valuable in attracting new PG students. Put the teacher (or supervisor) at the forefront. Give them their 60 seconds of fame, as Ohio do, and prove just how much everyone should want to work / study with them.

FOUR: FULL SAIL MADE THIS

We can still draw inspiration from back in 2012 when Full Sail University in Florida were helping students to create their own YouTube driven ‘I made this’ portfolio for mutual benefit - whether it be in securing a job or in attracting future students. Crucially it shows the importance of moving away from just talking heads to a focus on the actual work produced during the course. How about a whole suite of 'I Made This' videos showcasing PG study - but now powered by Instagram?

FIVE: IAAC DESIGNS FOR THE FUTURE

The Institute for Advanced Architecture for Catalonia offers us some ideas in how to make course promotion far more relevant to target audiences. We know that students are increasingly aware of the environmental cliff-edge, and many are seeking to be more active in providing solutions. So IAAC, with their desire to attract the sustainable designers of the future, put this aspiration right at the heart of things. Check out the web pages for different examples and follow them on Instagram for lots of inspiration in PG course promotion.

SIX: SWIPE-UP PODCASTS

ETH Zurich are using their research stories to engage with a whole range of audiences, including prospective PG students. A key learning is how they use Instagram Stories to provide tasters of their podcast series - if you want to listen further you simply swipe up! We’re seeing this happen more and more with published content, especially in the US - a great way of trailing magazine and video content too.

SEVEN: MONASH CHANGING THE FUTURE

Monash have re-invented their open days by setting them in the future. A future that really shouldn't exist in fact. The events are packed full of the things we should have changed - from face masks to protect against facial-recognition to breakfast cereals already packed with anti-depressants. It’s all very Black Mirror (hugely popular with target audiences) and thought provoking. Disrupting and disturbing potential PG students could be a way forward.

Future Index - www.thefutureindex.com - is a trends consultancy specialising in Higher Education Marketing. You can engage further with Future Index by contacting me jim.tudor@thefutureindex.com