A level results day and the opening of Clearing for
University PR teams is competitive in the best of years and this year by
anyone’s standards is not the best of years.
The number of people applying for UK university places
has fallen by more than 25,000 (4%) compared to last year. Top that with the
lifting of the student number cap, Brexit, bad press around tuition fees and
student perceptions around value for money and it’s tough out there.
The priority for the Press team at the University of
Bedfordshire has been to stay on message. We recognise the challenges our
students are facing but we champion the benefits of a university education, the
support we can offer our students, and the life changing experiences available
to those who choose to study at Bedfordshire.
In the build up to A level results days our strategy
has been to put a human face to our messaging. The press team can shout about
it but it’s much more effective if it’s a first-hand experience. To that end we
showcase the experience of successful graduates who have come through Clearing
to inspire potential applicants. We also field our student support staff to
discuss all the help, support and advice available to our students, and help
students who have benefited from that support tell their story.
On A level results day – it’s a whole new ball game -
we’re pitching for broadcast media. Regionals are interested in the story after
the opening of the results envelope, while nationals are looking for a broader
sector message.
Luckily we were able to do both; while we may not have
had Lenny Henry answering our phone lines aka Birmingham City (yes I was jealous) we did manage interviews across
national and regional broadcast media on the day letting applicants know we are
here, we have places and to please give us a call.
However Clearing isn’t over in a
day and the press team has continued to look how it can best support the
University’s recruitment efforts through the long tail of Clearing with case
studies, messages around student support , value for money and of course the
wonder of Freshers!
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