What happened to 2024? I suppose time flies when you’re changing the world 😉

All jokes aside, I am sure I’m not alone in saying this year has flown by. The more time I spend in this industry, the more I frame my years by campaigns or launches instead of months. Tell me I am not alone.

No really. Tell me.

This year has been wild. Don’t remember?

That’s probably a trauma response.
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But because it matters, here’s a quick recap:

• In the UK, Canada, and Australia, application volumes are down, as are visa grants, and early indicators suggest that many institutions and schools are already seeing a drop in commencements across early 2024 intakes. It also appears that providers in these study destinations can expect softer enrolments in the 2024/25 academic year.
• New immigration policies in Australia, Canada, and the UK affecting international students will lower net migration - with recent analyses of the economic impact of foreign students suggesting that those leading destinations stand to lose billions of dollars because of the policy shifts.
• Research continues to indicate that immigration policy changes in the UK, Canada, and Australia are slowing international student demand for these destinations.
• Meanwhile… on the other end of the spectrum, the US, Germany, Italy, and Austria are attracting growing interest from prospective students. (I mean, where else are they supposed to go?)
• Research shows that about a third of UK universities are experiencing financial difficulty, caught in the crosshairs of declining international applications, stagnant domestic tuition revenue, inflation, and low government funding.

Basically? Enrollments are down.
Fees are up.
And students are fleeing elsewhere.

So, what’s a university to do? ‍

Fight, of course. But also, invest more in markets that show significant promise in the landscape of international student recruitment. 

That brings us back to this month’s edition of (Ed)vertise!

‍Here’s what you can expect:

🗞️ News: What is the cost of policy intended to reduce international student flows? 

✉️ Spotlight: Nigeria as a recruitment market: The good, the bad, the promising. 

📚 Quick read: Bridging the gap between applications and conversions.  

🌍 Resource: 3 African student personas to boost your 2025 numbers 

🧘Bonus: Get ahead of your competitors, plan your 2025 Clearing Campaign early

If you’re (naturally) feeling the overwhelming pressure of declining enrollments and mismatched student interest in your school, we can help. Really. Book some (free) time with us here - let’s look at your strategy and share some third-party insights on how you can rock 2025.

<a href="mailto:hello@pink-orange.co.uk?subject=Let's talk student recruitment" class="finsweet-edvertise-cta" target=“_blank”>Sure, let's chat</a>

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The hidden costs of limiting student mobility

International students are critical to the economies of leading study destinations like Australia, Canada, and the UK, yet new immigration policies designed to reduce student inflows are putting that value at risk. Recent data highlights how much these countries stand to lose in economic contributions, competitive edge, and cultural enrichment due to these policy shifts.

Despite growing concerns about the impact of international students on housing and public services, the broader benefits they bring are often overlooked in mainstream discussions. These benefits extend beyond education, with significant contributions to sectors like tourism, hospitality, and consumer goods. Moreover, international students fuel innovation, as evidenced by the increasing number of billion-dollar startups founded by former international students in the US.

However, governments appear to be underestimating the repercussions of reducing international student numbers. As new policies take effect, tens of thousands of prospective students are reconsidering their study abroad plans, leading to potential declines in migration and, consequently, billions of dollars in lost revenue for these economies.

Read the article to find out exactly how much this will affect institutions in the UK.

<a href="https://monitor.icef.com/2024/08/what-is-the-cost-of-policy-intended-to-reduce-international-student-flows/" class="finsweet-edvertise-cta" target=“_blank”>Read the article</a>

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Where there’s a will, there’s an untapped recruitment market.

Despite a struggling economy, Nigeria still holds plenty of promise for UK Universities.

With a booming population and a youthful demographic, Nigeria’s higher education system just can't keep up with the demand. Millions of qualified students are left without a spot, driving a surge in Nigerian students looking abroad for their education. This has quickly turned Nigeria into one of the hottest markets for international education.

Now, of course, it is still a market that presents a few challenges.

Market challenges:

• Studyportals data shows a marked decrease in Nigerian activity on their platform for all disciplines in March 2024 compared with April 2023. The study fields most affected are Business & Management (-23%) and Applied Sciences (-33%).
• Nigerian student interest in studying abroad rose dramatically between 2021 and 2023, then began dropping, with a significant decline noticeable at the end of 2023 and through the first months of 2024. 

Source: ICEF Monitor ‍

Here's why: Nigeria’s troubled economy. The ongoing macroeconomic challenges, especially the depreciation of the naira, have made studying abroad significantly more expensive for Nigerian students. This economic strain has added another layer of difficulty for those looking to pursue education overseas, impacting their ability to afford international tuition and living expenses.

But I’m not here to tell you to abandon your Nigerian recruitment efforts. In fact, it’s quite the opposite.

🕵🏼♀️Let’s look at this with a psychographic lens. ‍

Here you have a market that is facing increasing economic turmoil. Its youth are feeling defeated, misplaced, and uninspired.

All roads lead… well, elsewhere.
With Gen Z’s savvy spending skills and a growing desire to achieve self-actualization - the population in this recruitment market will find a way to reach their goals.

And that my friend, is where you come in. 

Market opportunity

• Preferred host countries for surveyed Nigerian students include the UK, US, Canada, Germany, and Australia. However, an even larger percentage expressed a preference for distance learning (46.6%) over in-person learning abroad (40.6%), likely due to financial limitations.
• The availability of scholarships and a country's reputation for safety, security, and hospitality are the primary factors influencing Nigerian students' decisions. 
• The opportunity to work part-time during studies, low living expenses, and the presence of family or friends in the host country also play a role in their decision-making process.

To enlighten your next recruitment campaign, take a look at their motivations!

• Achieving career-related goals: 56.1% 
• Personal development: 44.1% 
• Access to higher quality education: 42.4% 

We have all this information and more in our international student recruitment deck. Grab your copy here!

<a href="https://www.pink-orange.co.uk/international-student-recruitment-insights" class="finsweet-edvertise-cta" target=“_blank”>Inform your Nigeria recruitment strategy</a>

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Feeling the pinch? Here’s what you need to know 👇🏼

The funnels giveth and the funnels taketh away.🧘🏼‍♀️

When it comes to international student recruitment, the journey from applications to conversions can be like riding a rollercoaster with blindfolds on. You hold on with the hope that a bolt won’t unscrew itself and that ultimately, the ride will have a safe landing. Not always. 

Short on time? Here’s what we cover in our DIY bridging the gap article! 

<a href="https://www.pink-orange.co.uk/blog/5-tips-to-bridge-the-gap-between-he-applications-conversion-with-examples" class="finsweet-edvertise-cta" target=“_blank”>Read the blog</a>

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Data-driven personas? Yes, please.

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It’s never too early to plan your next Clearing Campaign!

Chaos free Clearing Campaigns start here👇🏼

An effective Clearing campaign can be the difference between an empty lecture hall and a bustling campus. Just look at the 2023 stats: UCAS reported 366,250 successful Clearing applications, a 35.6% entry rate.

Clearing is a fiercely competitive part of the university recruitment cycle. To stand out, your campaign needs to cut through the noise with relevant, thought-provoking, and distinctive content. It should inspire students to see Clearing as the start of an exciting new adventure, and not a last-ditch effort.

Discover how we can help you create a stand-out clearing campaign here! 

<a href="https://www.pink-orange.co.uk/ucas-clearing" class="finsweet-edvertise-cta" target=“_blank”>Learn more</a>

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Aaaand that’s a wrap! 

Let us know how we did by leaving us a message on

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Until next time, 

Your friends in marketing

Jayde & Ridhima