Ello there, education marketer!

Have you been soaking up the sunshine in the UK? We certainly have… 

…made picnics mandatory while the European summer lasts! 

But wherever you are in the world, we hope the sun’s been kind to you, especially if you're in a region where a little shade can go a long way.

Now that you’re here, let’s jump into what matters: what’s new with Pink Orange & the world of education marketing.

Behind the scenes, we've been working on the Global Student Market Report 2025, our most data-rich, strategy-focused recruitment deep dive yet. It's shaping how we think about everything from outbound mobility to funnel acceleration. It’s also been an exciting month across the board: we've been building multi-market strategies for direct enrolment programs with a leading US study abroad organization, scaling paid media for top-tier independent schools to drive open day registrations and boarding student growth, and launching a full-funnel campaign for a global micro-credential provider. 

All that insight has gone into our latest report. It’s full of actionable data, region-by-region breakdowns, and tested strategies. The full report will be available soon, so keep your eyes peeled for the announcement.

Here’s what you’ll find in this edition:

 ✉️News: UK policy pressure and why partnerships, not prestige, might save us 

🔍 Spotlight: The rise of Africa’s talent pipeline, with market-by-market insight 

📜 Quick Read: The three Clearing personas you need to build campaigns around

 📊 Resource: 10 stats to sharpen your strategy before Results Day

Let’s get into it.

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How policies are uncovering a bigger ‘prestige’ problem with UK universities

Why universities need more than their legacy positioning to survive 2025

Austerity measures, immigration tightening, and sector-wide dependency on international tuition have created the perfect storm. The UK’s higher education sector now faces a pivotal question: what does sustainable growth actually look like?

In a powerful op-ed for Times Higher Education, Aston University’s Vice-Chancellor, Aleks Subic, lays out a vision that feels both urgent and aspirational. Their "Pathways to Success" strategy reframes the university not just as a centre of knowledge, but as an anchor institution integrated into the economic, civic, and industrial fabric of its city.

Through innovation precincts, public-access maker spaces, and net-zero campuses, Aston is transforming theory into measurable outcomes: £266 million in forecasted profits, 541 new jobs, and a collaborative model built on the "quadruple helix" of academia, industry, government, and society.

It’s a call to rethink what value universities offer, and to whom. In a sector under scrutiny, it's not enough to preserve legacy. The institutions that thrive will be those that lead with relevance, impact, and intent.

<a href="https://www.timeshighereducation.com/opinion/dreaming-spires-wont-save-uk-universities-downplay-impact" class="finsweet-edvertise-cta" target=“_blank”>Read the full article </a>

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Africa’s talent pipeline

A continent on the rise, and your next big recruitment opportunity.

For years, recruiters have fixated on China and India. But 2025's data is clear: Africa is no longer an emerging market. It's a growth engine. With a booming youth population and rising outbound mobility, this is where future pipelines are forming fast.

Here's what you need to know:

🇳🇬 Nigeria took a hit in 2024 due to UK policy changes (-55% in visas), but January 2025 saw West African deposits rise 27%. The demand hasn't disappeared, but it is waiting for a better route in.

🇬🇭 Ghana is gaining momentum. Rising interest in UK degrees, paired with high-intent, well-prepared applicants, makes this a market worth prioritizing.

🇰🇪 Kenya saw a 130% increase in January 2025 enrollments. Not a typo. That’s well above the 10% global average!

Senegal and Cameroon are climbing fast, especially among Francophone students seeking English-taught programs.

Transnational education is also booming: 621,000+ students now study for UK degrees overseas.

The takeaway? Africa isn’t waiting. And the smart recruiters aren’t either.

<a href="https://www.pink-orange.co.uk/speak-with-education-marketing-experts" class="finsweet-edvertise-cta" target=“_blank”>Let's talk strategy</a>

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Results day: The 3 personas every marketer should plan for

A-level season is no longer about chaos. It's about control.

More students than ever are heading into Results Day with intention. They’re switching unis, shopping for better value, and sometimes skipping the main cycle altogether.

Here are the three personas your campaigns need to reflect:

1. The Mind Changer: drops their original offer to find a better fit.
2. The Trade-Up: exceeds predicted grades and eyes a higher-ranked course.
3. The Direct Decider: skips the main cycle entirely and applies straight through Clearing.

Each one needs different messaging, urgency, and reassurance. And yes, speed still wins: 85% of international students expect a response within 24 hours.

<a href="https://www.linkedin.com/company/pink-orange-digital/?viewAsMember=true" class="finsweet-edvertise-cta" target=“_blank”>Follow Us on LinkedIn for Clearing Tips</a>

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10 Clearing stats every education marketer should know

Your Results Day prep starts here.

Only 1 in 5 students feel well-informed about Clearing. Yet 67% are researching options before August. Direct-to-Clearing applications rose 13% last year, and 33% of students used “Decline My Place” to trade up.

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Until next time, 

Your friends in education marketing

Jayde & Ridhima