In the wake of raised tuition fees, removed enrolment caps, and pulled funding, the UK HE landscape is more competitive than ever. Marketing has become something of an arms race in this context. Lower and mid-ranking universities are investing millions to attract students.
University branding and marketing have always been investment-reliant activities. Even the most creative and heavy-hitting campaign will flounder without financial backing.
Clearly universities are alive to this and have been investing in marketing activity accordingly. But is this sustainable? What is the cost to other areas reliant on investment– student experience, facilities, grants, etc? How can an institution stand out among this noise?
The answer is, of course, intelligent investment. It’s not just about more money, but making money do more. Here are some ways in which you can determine where and how to spend marketing budget.