Marketing and student recruitment webinars

We recently hosted a thought-provoking webinar, taking inspiration from some of the world’s most iconic brands – including Adidas, Spotify, ASOS and Airbnb - to explore how they build communities, create powerful narratives, and spark real connections.

Dave Penney, UCAS Chief Communications and Marketing officer, along with Jim Tudor, Founder of Waterfall and Future Index and Charlotte Fenney, Agency Director at Waterfall, explored what Higher Education Providers can learn from their approach and how universities could apply these strategies to Clearing to build stronger engagement with prospective students.

Key takeaways explored:

• How to position Clearing as an exciting and opportunity-driven moment.
• Lessons from global brands on storytelling, community-building, and engagement.
• Creative strategies for making Clearing campaigns resonate with students.
• Insights from international universities taking innovative approaches.

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At our latest deep-dive session, we were joined by Des Cutchey, Head of International and Felicity Lloyd, International Development Manager who discussed the key insights from the latest Equal Consideration Deadline (ECD) data release, exploring international applicant behaviours and emerging trends.

Key takeaways from the webinar:

• International demand for UK study continues to grow
• Higher tariff institutions saw the largest growth – with a 5.5% rise in applications.
• EU applications are on the rise for the first time since 2019 – led by a 15% increase from Ireland, offsetting declines from France, Spain, and Germany.
• Shifting subject interests 

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During this insightful session Dave Penney, Chief Marketing Officer, and Ben Jordan, Director of Strategy, unpacked the key insights from the January Equal Consideration Deadline (ECD) data release. 
 
Key takeaways included: 

• Applicant trends as of 29 January, including variations across the four nations.
• Insights into widening participation metrics and where we’re seeing widening or narrowing gaps.
• Subject demand highlights, tariff-type application trends.
• A preview of international applicant numbers, ahead of a dedicated session as seen below.
• What these trends might mean for the remainder of the 2025 cycle. 

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In this insightful session, Kyle Campbell, founder of Education Marketer, was joined by the University of Nottingham to showcase their successful 2024 Clearing campaign. Together, they explored how Clearing has evolved and uncovered strategies that truly resonate with students in today’s landscape.

• Proven strategies for crafting effective messaging, timing, and engagement.
• Standout insights from the University of Nottingham’s innovative approach, from planning to execution.
• Data-driven planning using the latest Clearing trends to inform 2025 campaigns.
• Practical actions to refine your Clearing campaigns and better support students.

Whether you're looking to improve your Clearing approach or gain inspiration for your 2025 campaigns, this session offers valuable tools and ideas to drive success.

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In our webinar on 12 December, we were joined by Felicity Lloyd and Teona Droc. During the session they delved into insights from our latest report Project Next Generation: International Students: Early Drivers and Study Pathways.
 
They uncovered the aspirations of international students and the critical factors that have influenced their study decisions.    

Key themes they discussed:

• Feelings & confidence: Young people priorities passion over financial gain, driven by optimism and strong subject-career links.
• Information, inspiration, & influence: Students turn to family, teachers, and social media (especially video platforms) for guidance, with its importance growing as they age.
• Early intentions of future studies: University choice hinges on rankings, learning styles, and facilities. Highlighting unique lifestyle and campus offerings is crucial.
• Choosing where to study: Quality education and career prospects drive decisions, with the UK remaining a top choice for students.   

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On Wednesday 4 December, Jo Richards, Senior Insights Lead, was joined by David Penney, Chief Marketing and Communications Officer, and Kyle Campbell, founder of Education Marketer, for an insightful webinar exploring the key findings of the 2024 Clearing Report.

They unpacked the emotional journey students experience during Clearing, examining the factors shaping their decisions, and provided practical strategies to enhance engagement and support throughout this critical period.

Key topics that were covered include:

• understanding why students may decline firm offers
• strategies to optimise post-Clearing outreach
• best practices for improving communication and support throughout the Clearing process

Gain valuable insights into the emotions influencing students’ decisions and learn how you can provide better support, foster engagement, and create a positive Clearing experience.

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Our webinar was an insightful session on how Prospectus Plus is transforming the way you can present yourself to prospective students. 

This webinar, led by Nathan Monk at Prospectus Plus and Jo Richards, Senior Insights Lead at UCAS, unveiled UCAS’ latest findings on the evolving role of prospectuses and in-person engagement at fairs in student decision-making. 

Key topics discussed included: 

• best practices for presenting your materials at fairs.
• enhancing stand engagement at UCAS Discovery events.
• the strategic use of giveaways to leave a lasting impression 

Discover how to optimise your on-site presence and stand out to prospective students in a competitive landscape. 

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Explore key Clearing trends, data, and regional insights: Day 28 Briefing

During our webinar on 19 September, we were joined by Dave Penney and Ben Jordan, where we discussed the latest Clearing data, 28 days after JCQ Results Day. If you missed it, the session is now available to watch on demand.

Here's a snapshot of what we discussed during the session:

• What is happening to headline demand, including 18-year-olds?
• What is the story of Widening Participation?
• Are more students living at home?
• What is happening in the international student recruitment market? 

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On 25 July we delved into the latest data and trends on international applicants. We were joined by Des Cutchey, Head of International and Felicity Lloyd, International Partnerships Manager where we discussed:

• The June 30 deadline applicant numbers
• Markets and geographies
• International student sentiment.
• Clearing behaviours

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On 15 July we hosted the 30 June deadline data webinar. During this session, we delved into the latest figures, what this could mean for C&C 2024, and how students are feeling ahead of results days.

Here's a snapshot of what we discussed:

Application trends

• Overall increase in 18-year-old applicants
• Both London (0.3%) and Scotland (2.1%) have seen an increase in applicant numbers, whilst all other UK regions have seen a decline

Student sentiment

• Perceptions of Clearing are shifting: this year, a higher proportion of students believe Clearing is a good option if their grades exceed expectations (58% compared to 49% in 2023)
• 42% of offer holders are aware of cost of living information provided by universities and find it useful, a significant increase of awareness compared to last year and earlier in the cycle.

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On 11 June, we hosted our last webinar unveiling key findings from our recent International Cost of Living survey conducted from 12 December 2023 to 16 January 2024.

Des Cutchey, Head of International, and Teona Doc, Customer Experience Manager, unpacked the survey results and explored the significant impact of living costs on international students' decision-making and university experience.

Here's what we explored: 

• Student priorities – the key factors considered while conducting research. 

• Financial concerns – from part-time employment to balancing studies, extracurricular activities, and finances.
• Decision-making confidence – the certainty of international students regarding their higher education choices and the reasonings behind them. 

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In our recent webinar on Monday, June 3, Jo Richards and Ed McClaran shared key findings from our post-January deadline survey. We explored data-driven insights into student commitment, confidence, and needs, and discussed strategies to better support prospective students in their higher education choices. 

Our five recommendations for meeting students’ needs included: 

• In-depth course information: Utilise student voice and peer-to-peer reviews for authentic course recommendations, valued by prospective students.
• Financial aid: A dominant theme throughout the survey, focus your comms on top tips for budgeting, student finance, discounts, and support.
• Detailed accommodation and area guides: Offer comprehensive guides to compensate for the decrease in student visits, helping those unable to visit your institution in person.
• Tailored support services: Provide personalised support services to meet individual student needs.
• Graduate employment outcomes: Address young people's growing concerns about post-graduation, including tuition fees and workplace skills and how you can support them on their journey.  

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During this webinar, Dave Penney and Jo Richards were joined by Elliot Newstead from the University of Leicester, to share new perspectives on how you can build better connections with your future students. Our latest research sheds light on the numerous channels students are using for their research and how preferences change during the student journey.

During this webinar we explored:

• Insights into Gen Z's views on future choices and how they’re making these decisions
• Understanding the burden of decision-making in a diverse post-secondary landscape.
• Unveiling the influence of parents, teachers, and preferred communication channels.
• Practical tips to refine recruitment strategies and optimise communication channels.

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During our webinar on 23 January, Dave Penney, Chief Marketing Officer, Finlay Willicott, Product & Content Lead, were joined by Jack Craig from Unibuddy and Oliver Fisher from Springpod.

Together we discussed the enhancements we're implementing to improve the student journey on ucas.com in the hub and through our recent partnerships with Unibuddy and Springpod.

Key points explored included: 

• Improved onboarding experiences for students and way for you to engage with them at various points in their journey.
• Updates on the Course Recommendation engine and it's integration with the onboarding process.
• UCAS.Insights from our guests on the latest developments and our Unibuddy and Springpod partnerships and how they are positively influencing the student experience.

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During our recent webinar, we were joined by Katharina Wittgens from Innovation and Max Longstaff from Hybrid. Together we explored several recommendations for Higher Education providers, including:  

• Displaying how the university route will enable young people to reach their goals – from showcasing skills they will develop, to understanding the financial opportunities and costs involved.
• Personalising information to align with the current stage of their educational journey.
• How you can leverage your stories to effectively connect with and engage the student audience. 

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During this webinar Kyle Campbell (Education Marketer) joined UCAS to discuss the findings from Project Next Generation and explore the recommendations to help you shape your future recruitment strategies. If you missed this webinar you can now watch the playback

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Excitement, knowledge, and inspiration - just some of what the next generation of students are searching for at UCAS Discovery events.

Our Director of Marketing, Dave Penney and our Head of Events, Aimee Okafor were joined by industry experts, Jim Tudor, Founder, Future Index & Strategy Director, Waterfall and Aimee Kleinman - Education Marketing Consultant, SMRS, to discuss our recently launched UCAS Events Playbook as well as advice, ideas, and inspiration on how to catch the eyes of 160,000 students and help you get the maximum value out of UCAS events. 

Here are just some of the key takeaways from the webinar:

1.    Think about stand engagement and make sure your staff are confident, friendly and fully briefed. 
2.    Ensure that you make your exhibition stand part of your wider recruitment strategy. 
3.    A simple, well-executed idea that grabs attention can start a conversation. You don't have to break the bank.

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Playbook

It’s a common misconception that students don’t read their emails, leading marketers to believe that the effort outweighs the benefit.  

But – they read them. They digest them. They make life-changing decisions based on them.  

Kyle Campbell, Founder of Education Marketer, joins us as we discuss a new report on ‘The State of Student Email’.  

We dive into the data behind the publication and share insight into the role email plays in student recruitment, with tactics to create cut-through, increase engagement and convert.      

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