We really enjoyed the event – it sparked some great conversations and gave us plenty to think about. Here are the key takeaways that stuck with us:
1. Say what students care about, not what you want to say
Nicola Crean from LSBU shared results that were hard to ignore: a 206% uplift, over 70% engagement, and a big jump in page views on priority courses.
But the interesting bit wasn’t the numbers – it was the shift behind them.
They stopped leading with internal messaging and focused on what students actually want to know. Proper student insight, better SEO, and content that answers real questions rather than pushing university priorities.
It sounds obvious, but it’s still not the norm.
What stood out is how deliberate that shift was. It takes confidence to move away from “this is what we say about ourselves” to “this is what matters to them” – and actually to follow it through.
2. Some of the things we say just don’t land
This came up in a few conversations, especially around rankings.
“16th in the UK” feels strong when you know the context. But most students don’t. They don’t have a mental list of how many universities there are, so it doesn’t mean much.
“Top 5% in the UK” says the same thing, but it lands with them instantly.
It’s such a small change, but it says a lot about how often we write for ourselves instead of the audience.
3. Commuter students need more attention than they get
The session from Teesside University on commuter students was one of the more honest ones.
There’s a tendency to treat them as a default – students who’ll come anyway. But they have completely different pressures, especially around time, money and balancing work.
If you don’t reflect that in your messaging, they’ll look elsewhere.
Flexibility came up a lot here. Not as a buzzword, just as something practical that makes study possible. Birkbeck was mentioned a few times as doing this well, because it’s built into how they operate, not just how they market themselves.
4.You can’t just say things – you have to prove them
Lucie Burnett from Exeter talked about the growing pressure to back up what you say with something real. Not hidden away in reports or written in overly technical language – something a student can quickly understand and trust.
At the same time, you still need a reason to choose you. A recurring theme was the importance of looking inward to uncover “golden nuggets” – whether that’s academic expertise or alumni stories – that genuinely differentiate a university.
What we’re taking forward
It wasn’t just the sessions; a lot of the value came from talking to people between sessions. Bringing together great minds from across the sector, there was a refreshing level of honesty about what isn’t working – something you don’t often get.
The mix of formal sessions and informal conversations made it especially valuable, with practical ideas and perspectives you can actually apply.
We came away with a better sense of where the pressure points are, and the main thing we took away is pretty simple. If the message doesn’t make sense to a student straight away, it’s not working. A lot of what we heard wasn’t about doing more. It was about being clearer, more direct, and a bit braver in how things are said. That’s what we’re reinforcing in our work – making sure messaging, positioning and campaigns genuinely connect with prospective students.
Get in touch to see how we can help: kim.mclellan@hunterlodge.co.uk