The blog

Why reliance on the same international markets isn’t working for universities in 2024

You know how the saying goes - don't put all your eggs in one basket? Well, the same remains true when it comes to international student recruitment. In fact, recent data shows that key markets for the UK's recruitment may not be so fruitful.

The impact of UK visa policy changes on International Student Recruitment

If education marketing has taught us anything, it's that nothing is certain. Enter the latest (shaken, not stirred) news - changes to the UK's Immigration policy. What will the impact of these changes be on international student recruitment efforts? Read our blog to find out!

Marketing trends that belong in 2023

Where do the hot-takes of 2023 stand in 2024? VR/AR, Influencer marketing, Long-form video, and the general sense of content overload - how is the audience feeling about them now? And what can we, as education marketers, do about it? Find out.

3 Critical Stages in the Student Journey (Gen-Z Edition)

‘Journey in itself is a treasure.’ Absolutely true for Gen Z’s student journey explored over three stages. They are career-driven, values-driven, focussed, and have an affinity for entrepreneurship. They seek work-life balance while switching seamlessly from virtual to in-person learning. Education marketers have an opportunity to score an advantage over their competitors. Read on to find out how.

Navigating the future of work: Gen Z, soft skills, and the evolution of education

Gen Z, the architects of our future, are armed with degrees that showcase their academic prowess. But amidst this arsenal, a soft skills gap has emerged. Are we failing students by forgetting to equip them with the right soft skills to land an interview or be collaborative at work? Find out.

The truth about funneling disadvantaged minorities into short-term programs

Black and Hispanic students are often funnelled into cheaper and shorter non-degree programs which can lead to substantially lower wages and decreased upward mobility in comparison to their white counterparts. One of the key issues that come with these highly attractive, non-degree programs is that they’re marketed as an equivalent to a college education. What can we, as educators and education marketers do to solve this alarming problem?

The AI dilemma: Profits or principles?

AI in marketing is like adding nitrous to your car's engine. It's a game-changer. But, as with any shiny new toy, there's a learning curve. Let's take a look at what marketers need to know to use this powerful tool responsibly.

Schooling the future: How AI is transforming the world of Edtech

The global AI in education market is projected to reach a staggering $3.68 billion by the end of 2023. That's no small change, and it's a testament to the monumental shift underway. AI has already had a significant impact on the edtech industry. Here are 4 ways in which AI is transforming the eduction space.

Navigating the cookieless world: A guide for marketers

The end of third-party cookies marks a transformative moment for marketers. It doesn't signify the end of digital advertising but rather a shift toward a more privacy-centric and individual-focused approach. Which isn’t really a bad thing, is it? Welcome to the cookieless world, where adaptability and innovation are the keys to success.

Navigating the ethical tightrope: Accepting donations from misleading fossil fuel companies

In the exciting world of education marketing, we often find ourselves juggling opportunities and challenges. One particularly tricky challenge that tends to cause quite a stir, is the acceptance of donations from fossil fuel companies that have a, well, let's say, less-than-stellar track record on climate change and environmental issues. Yep, we're diving into the debate about whether institutions should take the money or not.

The impact of strikes on higher education: Should universities address the disruption?

Today, we're donning those empathetic shoes not for marketing purposes, but to truly understand the emotional impact of university strikes. These strikes are more than just news headlines; they're experiences that shape the lives of students, educators, and institutions alike.

4 Trends in international student recruitment

We dive into the changing landscape of global student mobility, highlighting emerging markets, shifting preferences, and innovative recruitment strategies. Stay ahead of the curve and gain valuable insights to attract and enroll a diverse cohort of international students. Don't miss out on this informative read that will enhance your recruitment efforts and help you tap into new opportunities in the international education market.

Shaking up the admissions game: Affirmative action under fire in the US

In the latest episode of “What the hell is the US doing”, they’ve backtracked on a long-standing policy (63 years old actually) that would ensure diversity and equity in their educational system. The powers that be have taken a swing at colleges and universities, saying they can no longer use race in their admission decisions.

The Metaverse meltdown: It’s virtually over

Expert opinions online are mixed - some blame the sluggish economy, others perilous Covid, and the return of remote workers to hybrid or full-time work environments certainly didn’t help. But there must be more. So we dove into the complexities that influenced Metaverse’s failure from a marketing perspective, ignoring the financials and focusing on human fundamentals. Join us as we break it down.

The digital playground: Should teens be trained for socials?

The online experience is deeply personal, and we don’t want to control children – however, we must protect and train them to filter out social media for what it is. How do we do this? Responsible parenting is at play. While we must cater to their unique characteristics and personalities, there are some ground rules you can establish to help them navigate their online experience.

The digital debate: On-campus or online learning?

Some people aren't concerned with the overall university experience. They want to study, graduate, and journey to their next life phase. However, others desire classroom interaction. Immersing yourself in university culture can help you sharpen your skills while making new friends. You get to bounce ideas off peers and get feedback from lecturers on mistakes in real time. Others would want a blended version. and that is what someone like me would go for. I'd immerse myself in the experience and then get to learn off campus. But if you yearn for the university experience, no amount of time spent online will give you the same adventure.

Generation Alpha - Who are they?

There is a new kid on the block, figuratively and literally. Meet Generation Alpha. One that is shaped by the views of their Millennial parents, birthed into technology, with many forming their personalities in the wake of a global pandemic.

A global decline in enrollment: Could UGC be a solution?

Could UGC be a viable solution for the recent decline in enrollment? Gen Z and millennials have adopted social media as their go-to native language - so it makes sense that this is the perfect platform to get their attention. Join us as we explore why harnessing UGC is the key to driving engagement and enhancing the student experience to #makecollegeappealingagain!

Decreasing attention spans: the Nano Learning trend

In the last 15 years, our attention spans have decreased rapidly - from 12 seconds 23 years ago to 8.25 seconds today. Our attention spans have reduced beyond that of a goldish - which can focus for 0.75 seconds more than us. Can we learn if we can’t focus? Apparently, yes, it’s called Nano Learning.

From rich to authentic: How the influencer image has shifted

Influencers were born slowly. They started as those who uploaded the better posts, with better lighting, backgrounds, and visuals, and they began attracting mass amounts of likes and comments. Fast-forward - influencers are everywhere - making enough money to justify leaving their 9 to 5s.

The power of data and CRM systems for education marketing

An effective CRM will unlock your full marketing potential! Our 5 key elements help build a communication foundation with prospects. Explore how to use good customer data for unparalleled insights, ensuring personalization is at the forefront of your strategy. Dive into our latest blog now!

The rise of Lemon8: The hype behind the influencer-endorsed platform

Based on the words from the all-knowing Google Play Store, Lemon8 describes itself as "a place for young creatives to share a diversity of content from fashion, makeup, food, and travel, to homewares, pets, and anything else you can imagine!"

5 Ways you can humanize your brand:Making an emotional connection that lasts

Put simply, humanizing your brand is well, letting the human light shine through. Consumers are people after all, and people buy from people. As an education marketer, you understand the challenges of reaching and engaging with prospective students and their families in a crowded market. With so many brands and options available, it can be difficult to stand out and create a connection that truly resonates. That's why it's crucial to humanize your brand and bring a personal, relatable touch to your marketing efforts.

Zara’s anti-marketing strategy And what education marketers can learn from it

Zara has taken a divergent approach. Rather than setting trends, Zara rides the commercial wave, letting catwalk-style crazes play out before they invest. They then watch to see what's popular and make affordable versions of best-selling items from high-end brands. This “wait and see” approach has proven quite successful for the brand, but it’s more than just that.

BeReal for two minutes: The lure of authenticity for Gen Z

BeReal’s tagline, Your Friends for Real, outlined their plan – to host users wanting a less curated and fake version of daily happenings, returning to real life and unplanned authenticity. Trudging through an abysmal 2020 must have been a death-defying act with the lack of shareable content, but here they are, still doing the new-app dance against the odds. Ironically, among a generation that publicizes their affinity for authenticity, the platform’s Gen Z following seems to be declining.

Edutainment as a content strategy: Why fun is your gateway to engagement

Fun is not overrated. It’s a simple concept, with a powerful backstory. Regardless of your age, it serves as a time machine, taking you back to carefree, content childhood days. You know the ones with zero responsibility and little to no stress. A creative mindset where anything is possible. Playing allows our minds to wander in explorative, stimulating ways. 

Meta Adds New And Exclusive Content Options

First things first - Meta is introducing brand-new Subscriber Chats, giving creators the opportunity to organize private chat sessions with up to 30 individuals at once, creating a more private and intimate environment to foster community.

The state of AI in video marketing: The future of content creation is here

As education marketers, we know the value of videos and have leveraged this to produce content to enhance client success. This powerful form of engagement increases return on investment, boosts engagement, and ignites higher conversion rates. As avid video marketers (and watchers), we explore the state of AI in video marketing and discuss how it is shaping the future of content creation.‍

The looming TikTok ban: What it really means

In 2020 and 2021, BryteDance’s TikTok claimed the top download spot, due to losing our ability to connect face-to-face and our inability to undertake normal daily activities. The platform offered fun step-by-step dances that we learned along with our favorite celebrities and became a staple in homes with teens struggling to cope with isolation.

The rise of ed(tech) in India Exploring the reasons behind the boom

Digitalization is igniting a shift from traditional learning platforms, establishing illuminating opportunities open to those with an internet connection. This technological development has catalyzed the growth of ed(tech) in recent years.

The Twitter Craze: what is Elon's end game?

Twitter was in a bit of a rut under the "zen-like" leadership of Jack Dorsey, a co-founder who was also busy running his own business. Dorsey, who was known for his long meditations, fasting and walking to work, was more of an absentee landlord, leaving Twitter's strategy and daily operations to a handful of trusted deputies. It seemed like Twitter was being run by a ghost, leaving the company's potential wasted.

Consistency is key: 4 Tips to maintain brand consistency

Brand consistency is like a warm embrace from an old friend. It's a feeling of safety, comfort, and familiarity that's always there for you, no matter where you go. Think of your favorite company and the emotions that come to mind when you see its logo, office, product packaging, or TV commercial. That's the magic of brand consistency! By maintaining a consistent image, tone, and messaging across all platforms, a company can create a solid and dependable brand that customers can trust and recognize, every time.

Is marketing to children unethical? The dark world of toying with young minds 

The marketing sphere has changed radically in the last decade. Printed advertisements have dwindled in popularity and use because the power of digital reigns supreme. The marketing world has opted for the bright and crystal-clear marketing creation of virtual ads to add efficacy and reach on every single platform. Screens were limited to the privileged individuals with TVs at home, but their ability to travel anywhere has seen them go rogue.

Runnings ads on Twitter in 2023: Is it worth the hype?

If the beginning of 2023 has taught us anything, it’s that nothing is off the table, including revisiting marketing options that we had not considered in a while. Twitter Ads may have caught your attention at some point while you focused on sharpening your marketing strategy. With its unique targeting capabilities and immersing engagement style, it's no surprise.

UGC and education marketing: Striking the right balance

While most generations have plugged into the benefits of UGC, Gen Z has mined the benefits early in their life. No reviews? No thanks. This financially savvy generation was born with it. And the big spenders (millennials, we are looking at you) have wised up a little. Trustworthy and relatable user-generated content has finally given us the true freedom of choice.

Do people still use Snapchat?The forgotten social media platform

Snapchat has something of an “audience exclusivity”. The Snapchatter, as some call them, access Snapchat daily as their one and only go-to social media platform. According to App Annie, 35% of users that visit the platform daily do not visit Facebook, and 92% of Snapchatters do not access WhatsApp on any given day. Can’t relate.

It's personal: Why creating student personas is a must for your education company

In the world of education marketing, it's essential to keep your buyer personas at the forefront of every decision you make for your business and marketing strategy. By providing valuable content and services tailored to your personas, you'll not only drive sales but also foster a strong connection with your target audience, resulting in increased brand loyalty and trust.

ChatGPT: The marketers perspective

It’s the virtual assistant that you never need to speak to. It’s that friend who has the answer to everything. It’s that employee who never complains, and hardly takes a break. It’s the genie in the bottle, but instead of 3 wishes, it gives you an infinite amount of information.

The difference between MQL & SQL: And why it matters for education marketers

Getting mixed up between an MQL and SQL may have you reaching the lead at the wrong time and in the wrong way, leading to the erosion of your relationship with someone who could have potentially been a student.

Writing when you’re not a writer: 5 Tips to get started

As an education marketing agency, we believe in the power of the pen. There is a valid reason we hire writers – writing forms the basis for creating strategies, while the content we produce targets each audience eloquently - as if the very words were created for them.

Tapping into trends: Reimagine your brand for a new year

In this new era of digital transformation, tapping into the latest trends can help you reimagine your brand for a new world. From harnessing the power of social media to exploring new technologies, there are plenty of ways to stay ahead of the curve.

Dialing in while dialing up: The lost art of the phone call

Much like the telephone call, personable marketing seems to be a lost art. As marketers, we are always on the go, looking for the next big thing, the big idea, optimising this, planning that - so much so that we forget where our authentic source of creativity and production lies. Connection.

Unplugged: The opinions of Gen Alpha

We’re on the frontline of generational growth. We learn, every day. We’re allowed into the minds of the next generation of consumers. We pave the way for disruptive education. We use our words. We rest - and then we do it all over again.

Education marketing metrics: Adopting a full-funnel approach to your analytics

As education marketers, how do we know if our efforts are paying off? Of course, the prime goal at the end of the day is “how many students did we get?”. But, answering that question alone doesn’t give us much insight into how we are doing and more importantly: where we can improve.

A glimpse of the future: What does AI bring to the marketing table?

AI is changing marketing and advertising in many ways – here are 4 key impacts, and how we as marketers can adapt to it.

Cyber attacks in digital marketing: What you need to know

Putting a cyber-security system in place, teaching staff members how to reduce the risk, and sending employees for skill courses can stop a cyber threat from ever happening. Protecting yourself from a cyber threat is one of the best ROIs ever - especially when you’re an education marketer.

Web3: Meet the third generation of the internet

In education marketing, we welcome change and technological advancements. Having the power to read, write, and execute at the tips of our fingers opens up a world of new opportunities for educational institutions and marketing.

Redefining the traditional sales funnel: Using the flywheel in Education marketing instead

The enrollment funnel is longer because it has to be. Our students are making decisions that will impact their lives—and often the lives of their families—for many years to come.

Amazon ads: You may consider taking a bite out of the Amazon tree

As marketers, we need to design a strategy that attracts Gen Z, without turning away our existing audience - and without looking like we’re trying too hard. Easy, right?

Troubleshooting paid ads campaigns: Top metrics to look at and what they mean

The idea behind paid ads is great – you put money into an ad, and for every $1 you spend, you get $1.5 (or $2 or $3) back. It’s an investment, right? But it doesn’t always work out that way. Before you even start, you need to be aware of the role that competition plays in the digital ad world - and there’s a lot of it.

The future of education marketing: Does it start with behavioral Psychology?

Marketers are in a unique position to use this knowledge to guide consumer behavior toward the products and services they’re selling. However, there is a fine line between persuasion and manipulation. You can’t trick someone into buying something they don’t want or need just because you know how to nudge them into making that decision.

Exposure of children’s information costs Meta: The €405m data breach fine

In an ever-changing world, for a company like Meta to stay relevant, they need to start placing people before profits. Exposure to the inside tactics of Meta's research team and findings displayed its dedication to consistently maximise growth rather than implement safety precautions on its platforms.

Can the Metaverse be a safe space for teens?

As we learn more about the Metaverse, we can assess behaviors and how they can be altered to protect our children constantly, enhancing their safety. Overall, protecting children in the Metaverse is a shared responsibility.

Disruptors and innovators in education, pt. 1: Female-founded education companies

We want to shine a light on some schools that fill us with hope for the future– in this first post of a series we are looking at female-founded and female-led education companies that are changing the world, one innovative idea at a time.

Changing the face of marketing: The role of social media

Social media has changed the face of marketing forever. It's become an indispensable tool in the arsenal of any company looking to grow its brand and reach new customers. And while it may seem like social media is here to stay, there's still plenty of room for improvement

Mental health issues highlighted by the algorithm: What it’s really showing us

While social media algorithms are in no way designed to highlight issues of the day - it seems that they've done exactly that. Let's call it collateral damage. It's by no means a conspiracy - merely a consequence of the world that we have designed.

What is Neuromarketing? And why should your campaigns revolve around it?

Neuromarketing has been around for some time, but it’s not just a shiny new marketing buzzword. The science behind neuromarketing has been proven to be effective in improving consumer behavior and boosting sales.

Addiction and social media: Is it a real threat to mental health?

Social media can be a force for good. From highlighting (and devising solutions) to current issues, to putting the spotlight on areas of interest - the possibilities are endless but with the good comes bad.

Using social media as a means to diversity and inclusion

We live in a world where social media is a huge part of our lives. The more we understand about the groups of people who make up that world, the better we can tailor our interactions to them and keep them engaged.

Interview: On the mission of putting purpose over profit when doing business

VoiceHer CO-Founder and CEO Viktoria Elman, interviewed our founder Xenia Muether on the mission of putting purpose over profit and why those pillars are so important to her.

Viral marketing isn’t a strategy - it’s an outcome

The widespread use of memes on social media serves as an excellent illustration of contemporary viral marketing. Although not always connected to a specific product, the fundamentals of going viral and how memes spread go hand in hand.

Social Media Summit: Speaker interview with Xenia Muether

Xenia Muether is the Founder and CEO of Pink Orange, an agency launched in 2019. The fully remote agency has a global presence, with its team in London, Spain, Nigeria, Singapore, and South Africa. Check out our interview with her in anticipation of the upcoming Social Media Strategies Summit for Higher Education.

The creative concept: Why nailing it ensures campaign success down the line

Although most of us won’t work with or for a brand like Nike, this does not mean a creative concept for say an ed(tech) company cannot at least be eye-catching, effective in its messaging and attract new customers.

Benchmarking digital marketing efforts: Why does it matter?

Being able to accurately and meaningfully measure campaign success is an essential component of any good digital marketing strategy. But how is it done?

PPC 101: A guide to success

From digital media and search to digital creative, motion graphics, development, animation programmatic, CPM, data, analytics, and yes, becoming the PPC marketing guide.

From first click to enrollment: Targeting (and timing) your digital education marketing campaigns for success

These days, most prospective students are savvy consumers. Overwhelmingly digital natives, what they want from an educational provider can’t be neatly summed up in a glossy course prospectus.

Meta shares new guide to help parents talk to their teens about sexting

A new guide from Meta has been released to assist parents in having awkward conversations with their children about these risky behaviours and the important themes that should be emphasised during these conversations.

Likes don’t pay the bills - and what to focus on instead

Social media is one of the most impactful and cost-effective marketing platforms available to ed(tech) companies today. We've personally seen institutions completely transformed by compelling social media and a strong content marketing strategy. Brand awareness, leads, and sales are all possibilities.

Meta abandons new projects to cut costs

Increased regulation, a slowing economy, and broader economic constraints are making it difficult for tech platforms to make large bets, so they're scaling back their ambitions to expand and evolve into new sectors. One such cutback comes directly from Meta!

The face of media and design: Schools that are future-proofing creative careers

It’s 2022 - and the digital economy is booming. The pandemic has given rise to a new set of needs for businesses, one of which is a new (and heavy) reliance on their online presence. The innovation in the digital world continues to facilitate exposure and job opportunities for the future. Creative careers are on the rise, and designers are fast becoming an integral part of almost every industry.

Nano-influencers: Who are they, and why do they matter to higher ed?

The impact of the global pandemic, combined with the emergence of an absolutely digital-first generation (hello, Gen Z) gave rise to one term that we’ve all grown accustomed to - influencer marketing.

Social distancing from social media? Gen Z takes a stand against a toxic social culture

2022 has been crazy. Just to add to the melting pot of unpredictability, Gen Z has taken a stab at social media, deeming it toxic - and worthy of waste. So - where does this revelation leave education marketers?

Evil enters the Metaverse - researcher deep-dives only to experience a virtual rape

In May 2022 - we seemed to enter a new level of the game. One driven by virtual (mis) desire, and well. To put it lightly - evil. What started out as an innocent - and purpose-driven research effort, quickly turned into a virtual horror story for a young researcher.

Twitter experiments with new ways to enable custom algorithm controls

When Elon Musk announced his $44 billion purchase of Twitter, he pledged to improve the social network by "making the algorithms open-source to promote trust," among other things. What would happen if users could control their own?

Everything you need to know about TikTok! The short and sweet version

TikTok is the world's seventh-most popular social platform, with over 2 billion downloads (and counting! ). Still, it has an outsized influence on the cultural zeitgeist since it's the app of choice for the hyper-influential Gen Z.

Meta tests new avatar reactions in Instagram stories

It has been 9 months since Facebook rebranded to a more cosmetic and mission-aligned Meta - and in that time, they've birthed numerous advances to the way in which the platform operates. The latest of which is testing out avatar reactions to some IG stories!

How to measure a successful Influencer marketing campaign

At its most basic level, influencer marketing relies on endorsements and mentions from influential people—people who have a large following or who are thought to be experts in their field. Influencer marketing works because influencers have earned the trust of their community, and their recommendations provide social proof to prospective consumers. But - is it measurable?

The power of purpose-driven education. Life beyond the classroom

This entire philosophy challenges the traditional framework of education - and by following such guidelines, educators avoid the biggest pitfall known to the industry: focusing on the theory, with little to no value in a real-world environment. In the end, learning moves from pedantic to powerful. Overwhelming to engaging, and students truly learn how to connect their academic knowledge to the world outside of their school.

It’s On. TikTok versus IG. What are generational preferences trying to teach us?

Gen Z is supporting the rise of TikTok in the same way that millennials drove the rise of earlier platforms like Facebook and Instagram. Understanding the relationship between people and platforms is highly telling of what to expect from this coming generation. What are these generational preferences trying to tell us?

The lack of diversity in agencies is still a problem: A message from our founder

A 2020 survey found 70% of industry employees are white or caucasian, whilst black employees represented only 5.8%. As we still have such a long way to go in the digital agency space, there is a growing need of holding ourselves accountable to change.

Gaming and advertising - Is this the untapped market?

Advertisers will soon leverage the value of gaming as a marketing channel, much as they did with mobile until they could no longer ignore the change in consumer preference. Here are some of the variables that are merging to make gaming a viable advertising channel.

Meet Generation Z - Marketing to digital natives

Generation Z is progressive, more racially and culturally diverse than previous generations, and of course - expected to be the most educated - and wealthy. This generation also rejects labels, is radically inclusive, and spends time weighing all of their options before making a purchase decision - education or otherwise.

Content marketing for (higher) education: 5 metrics that you should be using

Higher education marketers are faced with (increasing) pressure to deliver effective campaigns and build brand consistency through content. Fueled by competition, a wide range of student needs, and the rapid pace of digitisation, these marketers are a vital component of the institutional wheel.

Marketing storytelling: Mastering a lost art

One of the best aspects of working in education marketing is that you are surrounded by inspiring stories. Though it might sometimes feel like you're driving a brand new Porsche, with the freedom to go wherever you want - just without fuel.

4 Ways to optimize (higher) education conversion rates - and why it matters

Quality content is vital! Why? Because instead of increasing the number of visitors to your site, you can optimize to convert more visitors into students - doing more with less. How? Conversion rate optimization (COR). Dive in and master CRO with us to amplify your conversion rates today!

Disruptors and innovators in education, pt. 3: Challenger universities

While in the past, a university degree was enough to guarantee employment, it’s today - less and less so. While preparing students to enter the increasingly competitive job market is in no way the sole responsibility of any university, it has become increasingly important to its students.

3 Common mistakes education marketers make - and how to avoid them

The primary goal of any campaign, regardless of industry, is to generate (quality) leads. The biggest mistake, or challenge, that education marketers face is that the campaign ends there.

Disruptors and innovators in education, pt. 2: The coding bootcamp world

In a world that is fundamentally selfish, and driven by foolish desires - there are a few who stand out from the crowd, and make it their mission to empower the lives of others.

Targeted advertising 101: Social media marketing for education companies

To make sure you’re spending your marketing budget where it can generate the best ROI, you need to understand the differences between the platforms available to you.