The annual process of Clearing gets under way in earnest today (August 16), as UK universities seek to fill course vacancies after yesterday’s A-level results.
In a guest blog post, Martyn Edwards, Interim Director, Marketing, Recruitment & International at Swansea University, looks at the creativity going into marketing campaigns in the sector, as universiites face unprecedented uncertainty.
“The well-publicised and seemingly unrelenting on-going turbulence across the external operating environment, with adverse geopolitical as well as demographic headwinds, has resulted in a harsh new reality for UK higher education (HE) providers and the next 12 months are likely to be as demanding as the last for the majority of university marketers,” he writes.
Drawing inspiration from Pixar, and stressing the importance of removing the fear of failure, he also examines the vital role of statistical evidence to inform creative marketing campaigns.
You can read the full post here.
Caption: Swansea University’s new undergraduate campaign creative was developed following an iterative process of rigorous empirical research involving focus groups and quantitative surveys.