What do students want from your university marketing and brand messaging? We dive into the latest student recruitment trends, drawn from Keystone Education Group's survey of 10s of thousands of students who want to study in the UK (domestically and internationally).
We delve into the impact of 2025’s white paper, and how it affected students’ views of the UK as a study destination. Plus, examine the role of university brand in prospective student decision making, as industry leaders lift the lid on what students want from a UK institution, from the number of touch points students need to enrol to the importance of a university’s visual identity.
Through an exploration of recent brand transformation projects, Mammoth will highlight the importance of gathering robust stakeholder insights to inform brand strategy and visual identity. A brand project should be recognised as a community endeavour, not solely a marketing task, although the strategic role of marketing in coordinating, convening and delivering a successful project must not be underestimated.
Without the voice of the community at the heart of a brand project, how could authenticity be captured? The authentic voice that becomes a powerful gravitational pull for like-minded individuals – be they students, academics, business leaders. It’s real, it’s evidenced, it’s compelling. It’s who the university is and what they stand for, and this increasingly affects GenZ choices in particular - the primary audience for university income generation.