Wilma Smythe

To develop an effective student attraction strategy, universities need to truly understand their current and future students, focusing on their needs, attitudes and behaviours as well as their hopes for the future. When universities are increasingly competing for employability rankings, this is now more important than ever.

Student segmentations allow universities to do this in a strategic manner, enabling them to more effectively target their communications to attract students based on who they really are and what they hope for the future. Segmentation also allows scarce resource to be directed where it will have most effect, helping marketers and service managers become more efficient.

The segments are based on a survey to a representative sample of the UK student population. They display different ‘personalities’ to help universities understand how to engage with different types of students based upon who they are and how they will respond to different marketing and communication messages and career services.

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