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Joy Pendleton

3 minute read
July 18, 2024

Originally published:
July 18 2024

Updated:
December 10 2024

Location, Location, Location: why it matters in student recruitment

Imagine this: You’re a student, scrolling through endless university options. What’s going to make you pause and think, “This place is for me”? It’s not just the glossy campus photos or the stellar course descriptions – it’s the location.

Some university locations have a head-start on this. Universities in cities like London, Manchester, and Edinburgh are not only steeped in centuries of historical charm but also boast well-known vibrant cultural scenes that make it easy for them to attract students from all over the world. Universities located in lesser-known towns and cities will need to work harder in this respect.

So, why does location play such a key factor in the university application thought process? Let’s break it down…


Lifestyle fit

Location isn’t just a postcode; it’s an experience. Students want to know they’ll thrive at their chosen university – not just academically, but socially and culturally. University isn’t just a place for them to study; it’s a place to belong and discover their full potential. So finding a place that fits in with their lifestyle is crucial.

A good lifestyle fit looks different from student to student. A bustling city with a vibrant nightlife and endless opportunities might be perfect for some, while others might crave the peace and focus of a quiet coastal town. Your location can significantly impact the lifestyle and social experiences available to students. So it’s important that your student recruitment campaign accurately captures the local culture, nightlife, recreational activities, and unique experiences your location offers. It’s about painting a vivid picture of life beyond the lecture halls.

Someone who’s doing this really well is the University of Sheffield and Sheffield Hallam University, who teamed up with Marketing Sheffield (part of Sheffield City Council) to develop a sector-first campaign entitled ‘Sheffield: Your University City’, to celebrate Sheffield as a great student city, promoting it as a destination for prospective undergraduate students.

Being well-connected

Let’s face it, no one wants to feel totally isolated. This is why easy access to transport links, airports, and major highways is a real game-changer for students. Going to university may be the first time they’ve ventured far away from home, and knowing that there’s already a clear route for them to make it home during the holidays could provide all the reassurance they need to consider studying somewhere further afield.

The University of Central Lancashire nailed this with their ‘This is #MyPreston’ campaign. Understanding just how important it was for their audience to get a feel for the city that would become their home, they dedicated a film to the city of Preston through the eyes of the students – including how easy it was to make your way to and from other big cities in the UK. Here’s the ‘Lonely Planet’ style city guide we created for the University as part of this campaign…

The Preston City Guide we designed as part of the University of Central Lancashire's 2023 student recruitment campaign.

Employment prospects

Few people apply to university with no consideration for what their life might look like afterwards. When it comes to putting those applications in, students aren’t just thinking about the next few years – they’re thinking about the future.

And this isn’t just about proximity to industries and businesses. Professional networking, internship opportunities, study abroad schemes and job placements can significantly influence their decisions. Showcasing your local connections and partnerships with businesses and organisations is crucial. For students to get a sense of what your University could do for their future, make sure you emphasise how your University’s location offers a wealth of career-enhancing opportunities right on their doorstep.

A great example of this is the ‘Defining Moments’ campaign from Leeds Beckett University. In a series of videos, current and former students explain the ‘defining moments’ from their university experience that kick-started their careers.

The cost of living

This is a big one. Students and parents alike are acutely aware of the financial side of things. So it’s never been more important to be completely transparent about living costs in your area, as this can help students make a well-informed decision.

If your University’s in a place where the cost of living is low, shout it from the rooftops. Give your audience an idea of their outgoings by shedding a light on average outgoings on rent, the cost of a pint and what they can expect to pay for their weekly food shop. If you’re located in a place where the cost of living is higher, you might want to highlight affordable housing options, any student discounts they can take advantage of and what financial support is available to them.

The University of Hull regularly capitalises on the low cost of living in their city. We love this example from their social media channels, where they compare the average cost of regular outgoings compared with other areas in the UK…

An Instagram post from the University of Hull, depicting the difference in cost between a monthly gym membership in Hull vs London, Leeds and Manchester. An Instagram post from the University of Hull, depicting the difference in cost between a one-bed city centre flat in Hull vs. London. An Instagram post from the University of Hull, reading 'More money, less worry', suggesting that everything costs less in Hull so you'll be less worried about your finances if you choose to study there.

 

 

 

 

 

 

 

So, when you’re mapping out your next student recruitment campaign, remember: it’s not just about where your institution stands, but what stands around it. It’s time to place your campus not just on the map but in the hearts of students’ too.

Ready to elevate your next student recruitment strategy? Get in touch and we’ll be more than happy to help.

Avatar photo

Joy Pendleton

3 minute read
July 18, 2024

Originally published:
July 18 2024

Updated:
December 10 2024

About the writer

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Joy has worked in creative agencies for over 20 years, starting as a designer until she found her home in Client Services 15 years ago. Joy has worked with brands such as University of Cumbria, NHS England, Arcadis Gen, Innocent and Fever-Tree. Sitting in our Client Services team as Senior Account Director, Joy is deeply passionate about her work and finds great enjoyment in collaborating with fascinating individuals and brands that make a difference. Joy is also the chair of Eleven's AI Champions working group.

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