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Strategies for marketing in high competition cities

Tue 26 September 2023 - 08:03

In Accommodation

A closer look at supply and demand

While many perceive a crisis in student accommodation, the reality paints a more detailed picture. Cities like Newcastle, Sheffield, and Glasgow show varying trends. The balance between supply and demand remains intricate, with a sharp drop in beds delivered in 2023 versus 2019. Yet, the demand keeps surging. Approximately 30% of students currently opt to stay at home, a number set to grow with rising application volumes from domestic students and the cost-of-living crisis. By 2030, a spike in higher education applicants foretells an intensified accommodation demand.

The data analytics, reveals differences. About 40% of pipeline beds cater to a product traditionally associated with international students, who aren't 40% of the total student population, indicating a potential supply-demand misalignment. Furthermore, with a notable increase in Indian students and a decline in Chinese students in markets like Leicester, demographic...

Navigating the challenges and successes in student accommodation marketing

Tue 12 September 2023 - 08:00

In Accommodation

In the evolving landscape of student accommodation, effective marketing strategies play a vital role in attracting and engaging potential residents. Join us as we explore a panel discussion that took place during the Accommodation Digital Trends webinar on 5th July, featuring panellists Hannah Buchanan and Steph Butcher from UCAS, Matthew Horne from University of Newcastle and Phil Price, Head of Marketing from Now Student Living. They share their insights, experiences, and strategies for successfully marketing student accommodation, all while embracing the latest digital trends. From segmentation and personalisation to early engagement and new channels, let's explore the key aspects that lead to a thriving marketing campaign.
 
The Power of Segmentation and Personalisation
One of the fundamental principles of successful student accommodation marketing is segmentation and personalisation. Hannah Buchanan UCAS marketing team highlights the significance of...

Building lasting brand awareness: The key to successful student accommodation marketing

Thu 31 August 2023 - 11:37

In Accommodation

When it comes to promoting student accommodation properties, it's common to see a heavy emphasis on keeping up with sales targets. While immediate conversions are undeniably important, it's equally vital to invest in building brand awareness over time. By centring your efforts around your brand values, highlighting the people and lifestyle connected to your property, and nurturing your audience, you can establish a formidable and enduring presence in the market. 

Let’s explore the importance of cultivating brand awareness and actionable strategies for running long-term campaigns that can effectively connect with potential residents over a span of 1 to 3 years, perfectly aligning with the duration of a university course. Continue reading to unveil the power of sustained brand development and its potential impact on your student accommodation business.

Understanding the importance of brand awareness

Brand awareness goes beyond merely promoting your...

Marketing in Clearing: Maximising opportunities beyond August

Thu 27 July 2023 - 14:48

By UCAS in Accommodation

Purpose Built Student Accommodation (PBSA) operators play a vital role in offering students a secure and comfortable living environment as they pursue their education. However, towards the end of the academic year, many companies often experience a sense of panic, facing challenges in efficiently filling their rooms. At UCAS, we emphasise the importance of treating the task of filling beds as a year-long strategy. By actively promoting your accommodation and adopting an effective approach, you can achieve optimal room occupancy throughout the year. 

Our goal is to help you maximise your student housing potential and ensure a steady flow of residents for your private halls. Clearing, often associated with the month of August, has evolved into a significant period of opportunity for universities and students alike. In this blog post, we will explore how marketing efforts can extend beyond August. We understand the evolving landscape of student accommodation and recognise...

Sharing a mental health condition: What you need to know

Wed 26 July 2023 - 11:57

By Student Minds in Support

Disclosing that you have a mental health condition can feel daunting. It’s understandable to wonder who will find out about your condition or whether it will impact how you are treated on your course. Letting UCAS know can help you access the support you need. When you share your mental health condition through UCAS, you have certain rights to privacy and reasonable adjustments which can set you up for success in your studies. 

Getting support early can help you maintain good mental wellbeing and means you get the help you’re entitled to as soon as possible. Sharing your condition is a personal choice, but knowing your rights before you share and the benefits of doing so can help you make an informed decision.

How do I share my mental health condition through UCAS?

The purpose of sharing is to ensure students with mental health difficulties can access the support they are entitled to at university or college. For a mental health condition,...

Unpacking Welsh regional migration: A deep dive into higher education progression across the Welsh parliamentary regions

Thu 27 July 2023 - 08:53

By Carys Willgoss, Principal Policy Adviser, Haleema Masud, Policy Adviser, and Emily Bennett-Cox, Lead Data Scientist, UCAS in Higher education

The architecture of higher education (HE) and training in Wales is in a stage of transition. The Commission for Tertiary Education and Research (CTER) was established last year, with the aim of bringing strategy, funding, and oversight of post-16 education and training under one umbrella. With that, demand for HE and training in Wales remains dynamic. A record number of Welsh domiciled students applied to HE in 2022 – a 1.8% growth in comparison to 2021, and a 7.4% increase on pre-pandemic numbers (2019).  

UCAS projects that demand for UK HE and training will continue to grow and, by the end of this decade, there could be...

The 3 Cs: how student mindsets are changing as Clearing kicks off

Tue 18 July 2023 - 10:00

By Dave Penney, Director of Marketing, UCAS in UCAS advice

When you’re speaking to a market like this, there’s no homogeny. It’s impossible to boil them down into neat brackets or customer personas. But one of the few unifying factors that can transcend the vast differences between a young person’s history or experience is mindset. It’s not an exact science by any measure, but as an indicator of the sorts of things you should be taking into account during student recruitment, it can be a powerful way to align your messages to real life pain points – many of which change from one Clearing to the next.

Having spent time reviewing our latest findings on what this year’s offer holders are thinking and feeling, there are three standout changes that we should be talking about:

 

Confidence – it’s coming back.

Across the board and from every angle, student confidence is increasing.

Almost every single offer holder (97%) is now confident of getting a place at uni, with a huge number (89%) having...

Why creative is so important: Unlocking the potential of effective marketing campaigns

Tue 25 July 2023 - 13:59

By UCAS in Accommodation

All too often, rushed and substandard creative elements limit the effectiveness and return on investment (ROI) of these campaigns.

In this blog post, we will explore the significance of creative content and highlight how investing in innovative and engaging materials can yield remarkable results. We will also delve into the marketing services provided by UCAS, which enable businesses to connect with one of the UK's largest and most responsive youth audiences.

Capturing attention in a competitive market

The first step in creating a successful marketing campaign is to grab the attention of your target audience. Students, in particular, are bombarded with a myriad of advertisements and content daily. To stand out, your creative elements need to be innovative, fun, and compelling and relevant. This could involve using eye-catching CTAs (call-to-actions), visually appealing images and videos, and captivating subject lines and copy in paid social media posts. By...

Children of prisoners: Forgotten, invisible, and HE needs to act

Wed 20 September 2023 - 14:32

By Pippa Blythe, Widening Participation Project Coordinator, University of Cambridge in Widening access and participation

At the University of Cambridge, we have added children of prisoners (students with imprisoned parents) to the list of characteristics we prioritise for widening participation programmes. I am calling for other providers to follow suit and consider being a child of a prisoner as a key piece of contextual information in the application process. 

How many are there in the UK?

There are an estimated 312,000 children of prisoners in the UK. We have no systematic way of identifying them. When a parent is sentenced there is no mechanism for the local authority to be notified if they have children or even accurate records of if a prisoner has children.

What does current research tell us about this group?

Being a child of a prisoner is shown to correlate with compounding of disadvantage. In a...

Reintroducing UCAS – your media partners for accommodation solutions

Wed 12 July 2023 - 08:26

By UCAS in Accommodation

However, offering private accommodation in today's climate presents a range of obstacles, particularly when it comes to finding the right occupants to meet occupancy targets.

Historically, accommodation providers find themselves scrambling for sales at the last minute and resorting to costly incentives. Whilst the demand is strong in many cities, this is not the case in others, yet we see this familiar behaviour every year. Recognising the importance of accommodation for students and what they look for when choosing one, means there is a tremendous opportunity to engage with this audience early on and provide the much needed support in their search for the perfect place. This is where UCAS can help, we are a trusted brand and media partner with a wealth of resources to support your data and marketing requirements throughout the lifecycle of student decision-making.

Supporting students throughout the university journey

In the UK, the university application...

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