It’s that time of year when quaking youngsters are waiting to find out if they will attend the university of their choice. Dreams and aspirations are on the line as the young hopefuls start their journey into the future.
But what of the unis themselves. How do they make themselves attractive to would-be students? Students (and their parents) pour over league tables and attend countless open days, hoping to find their perfect seat of learning. In today’s competitive market, universities must pay as much attention to marketing themselves as they do to their course offerings.
Marketing is something Bucks New University has taken seriously. In my opinion, the Bucks’ Student Union’s ‘Big Deal’ is certain to send this university climbing the league in spectacular fashion. Because when it comes to student satisfaction, the Big Deal is much more than just a clever marketing gambit. It’s a high value offering which will do much to improve student finances and the whole Bucks Uni experience.
What is the Big Deal?
Life at uni isn’t all about work and study. Today’s students expect much more from their further education. And at Bucks New University, this is being delivered. Memberships of societies and groups is free, as is entertainment.
The Bucks Students Union puts a value on this of nearly £3,000 a year. And that’s a lot of money that might otherwise get piled on top of the already crippling student loans. In the last academic year, Bucks students took advantage of over 2,000 free sessions including sports, gigs and cultural events.
Food and drink still has to be paid for, of course, but the entry is free. This strikes me as a well-thought through concept which delivers tangible benefits and savings to the students. Not only will it enhance the student experience and increase their number of applications, I believe it will also have an impact on retention levels.
According to the Telegraph newspaper, some 27,000 students dropped out of university in 2013 at the cost of a staggering £243 million! The rate varies, and top of the league for it’s low drop-out rate is the Russell Group Universities. The Russell Group represents the top 24 universities in the UK.
Universities in impoverished areas suffer a higher drop-out rate, according to this article in the Daily Mail. Critics say some universities recruit students who are unlikely to succeed simply to bring in revenue, so it’s no wonder the drop-out rate is high.
There’s no doubt universities which can clearly demonstrate an amazing student experience are going to attract the right calibre students, reduce their drop-out rate and fill more courses. Initiatives such as the Big Deal will make a real difference to campus life. I believe it’s a lead that other students’ unions will be keen to follow.
Our team here at Nina & Co work extensively with Students’ Unions helping them develop sustainable marketing strategies. It’s our belief that every capital development project or refurbishment must deliver the following:
- Increased sales e.g. one Students’ Guild increased food sales by 99% in two years. The minimum growth we have seen has been 22%
- Increased profits by a minimum of 10%.
- Enhanced customer and student experience – our developments are always extremely popular with the students and this is demonstrated by the rise in footfall and increased sales.
- Driven footfall into the students’ union – enabling the SU to promote all its services and activities to all students.
- Enhanced social learning experiences, as well as provide invaluable commercial facilities – it’s not just about shops, bars and cafes any more. Students demand great spaces where they can study, meet with their peers and work as well as play.
In fact, we always guarantee a return on investment, and all our projects with a capital expenditure of £75,000 to £600,000 have been repaid within three to five years.