Hi there, education marketer,

Last week, we focused on Clearing and how early planning and extra support can help shape outcomes later in the cycle.

This week, we’ll look at the importance of building international demand before launching campaigns in a new market. 

The Sheffield Hallam example

Sheffield Hallam University recently reported a 36% drop in international applications between 2022 and 2025, alongside a projected £20 million shortfall linked to reduced fee income. At a national level, Home Office data shows UK study visas fell from 600,024 in 2023 to 415,103 in 2024, a 31% decrease. Universities across the UK are being forced to evolve. 

Thankfully, we have some insider notes.  

How team Pink Orange interprets this shift

As one of the few education marketing agencies in the UK with an international recruitment focus, we know this uncertainty is shared across our clients. Recently, student visa costs have risen (again), and the Home Office has also introduced stricter immigration measures, including an emergency brake on student visas from Afghanistan, Cameroon, Myanmar, and Sudan.

While not all of these directly impact student recruitment at scale, they contribute to a broader perception of the UK as a more restrictive environment.

And from a student perspective, that perception matters.

They’re becoming more cautious. Some are choosing to stay in their home country, while others are exploring destinations that feel safer, more economical, and offer clearer employment outcomes.

Here are our top learnings

For many institutions, entering a new market requires more than switching campaigns on. It requires a deeper understanding of demand.

For example, exploring a market like Vietnam, where you may not have advertised before, means stepping back and validating a few key things first:

• Have we historically recruited students from this country?
• Which of our courses are relevant, and is there demand for them in this market?
• Is this a low-risk market? Many universities are more risk-averse now due to tighter budgets and market instability (currency fluctuations, political tension, and limited data on mobility patterns).
• Do we need to invest in local platforms and channels, or can global platforms like Meta and Google still perform effectively?
• Are we approaching this as a short-term test or a long-term market we want to build?

Universities that are doing this well are taking a more structured approach.

We’re already seeing this in practice. Sheffield Hallam’s 10-year partnership with Oxford International is a move towards partner-led recruitment, more structured pipelines, and diversification across markets.

What’s going to be your next move? 

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Until next time,

Your friends in education marketing

Jayde & Ridhima