How to Implement a Successful Student Recruitment Marketing Strategy

It’s often said that consumers need to encounter a brand’s marketing message at least seven times before making a decision. While university education isn’t a typical consumer product, similar behaviours emerge when students research where to invest in their future.

With tuition fees on the rise and countless study options now available, prospective students are doing their homework before they apply. They’re looking for more than just academic excellence – they want emotional connection, clarity of purpose, and a strong sense of belonging.

So, how can universities build that kind of connection and stand out in an increasingly crowded space?

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Why Recruitment Marketing Matters More Than Ever

The digital landscape has changed dramatically in the past decade. According to Ofcom, the average 16–24 year old now spends over 27 hours a week online. That’s a lot of time – and a lot of competition for their attention.

Universities are responding by diversifying their marketing strategies and allocating bigger budgets to digital efforts. A recent survey by The Guardian revealed that among 69 UK university marketing teams:

• 57% said open days are now more important than five years ago.
• 72% are prioritising external digital advertising.
• 98% are investing more in social media advertising.

In short, a well-rounded recruitment strategy is no longer optional – it’s essential.

1. Communicate Effectively With a CRM System

To manage communications at scale and still feel personal, universities need a modern customer relationship management (CRM) platform. It acts as the central nervous system of your marketing efforts – helping you stay organised, proactive and responsive.

With the right CRM in place, you can:

• Reduce manual workloads through automation.
• Segment audiences based on demographics, behaviour and interests.
• Tailor communications for greater relevance and impact.

Many institutions are still tied to legacy systems that create unnecessary complexity. Moving to an integrated platform like Full Fabric simplifies the process – and frees up your team to focus on strategy, not spreadsheets.

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2. Get Creative With Campaigns

Marketing to Gen Z and Millennials – who’ve grown up immersed in technology – demands creativity. Video, social storytelling and emotionally resonant campaigns can make a real impact.

Take the University of Sheffield, for example. Following the 2016 Brexit referendum, the university noticed a drop in interest from international students. In response, they relaunched their #WeAreInternational campaign to reaffirm their commitment to diversity and inclusion.

By sharing real stories from international students and highlighting their contributions, Sheffield transformed concern into connection – and the campaign continues to resonate today.

Another great example comes from the University of Salford. Inspired by dating apps, they launched Match Made in Salford during clearing. Using student grades and course preferences, the app paired students with suitable courses in seconds. On results day alone, 10,000 candidates found a match.

The takeaway? A clever, relevant campaign can humanise your brand and boost your intake at critical times.

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3. Assess Success With Analytics

Once the campaign is live, how do you know what’s working?

Analytics tools allow universities to track engagement, measure outcomes and refine their strategies for future cycles. For example:

• Website analytics can reveal which courses are getting the most attention.
• Email campaign metrics can identify which subject lines and CTAs perform best.
• Event tracking can uncover which recruitment activities deliver the most ROI.

Data doesn’t replace creativity – it enhances it. By understanding what resonates with your audience, you can make more confident decisions, craft better content, and target the right students more effectively.

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Final Thoughts

Student recruitment is no longer about blanket outreach or single-channel strategies. It’s about creating consistent, emotionally engaging experiences that build trust over time – and using the right tools and data to drive smarter decisions.

A modern CRM, creative storytelling, and a data-driven mindset are your building blocks for success.

Want to see how Full Fabric can support your student recruitment strategy? Request a demo today.