Published: Monday 19th February 2024
… this is a post specifically for you!
We understand that recruiting students is a critical aspect of every higher education faculty, and TV advertising can be an effective way to attract potential applicants. As a UK-based college or university, you can leverage the power of TV advertising to showcase your institution and recruit the best and brightest students, locally, nationally and even internationally.
As you know, to effectively use TV advertising, you need to understand your target audience. Who are your ideal students? What media are they consuming? What will motivate them to attend your institution? etc.. By answering these questions, we can help you to create a targeted and impactful advert which will resonate with your audience.
Most of you will already have adverts or content which can be used to create an advert, which is fine, we can work with you to refine the messaging and utilise your existing video content in the most effective manner.
It is also worth noting that when advertising on TV, the audience is not only the student but also their parents and anyone who has an influence in the decision-making process. It is important to make sure your adverts appeal not only to the student but to the wider audience also.
When creating an advert, highlighting your unique selling point (USP) is crucial to differentiate your institution from others. Are you known for providing exceptional academic programs or work experience opportunities? Whatever your USPs are, be sure to include them in your advert to entice potential students to choose your institution over your competitors.
Compelling visuals and storytelling are essential to engage and captivate viewers. Attention spans are short, so it's crucial to capture the audience's attention within the first two or three seconds. Consider using emotional appeals and storytelling techniques to induce curiosity, excitement, empowerment or inspiration.
Social proof is a powerful psychological phenomenon that can influence people's decision-making. Highlighting the achievements and successes of your current and past students can be an effective way to provide social proof. For example, you could feature testimonials from alumni who have achieved great success in their careers or showcase the accomplishments of current students who have won prestigious awards or delivered ground-breaking research and innovations.
Finally, providing clear and compelling calls to action is essential to drive potential students to take action. Do you want them to visit your website, attend an open day, or apply for a course? Ensure your desired outcome is clearly communicated in your advert and provide viewers with the information they need to take the next step.
In conclusion, TV advertising can be a powerful part of your marketing mix. By leveraging these strategies, you can create a TV ad which resonates with potential students and inspires them to choose you!
