Introduction
In our fast-paced world, innovation is no longer just a buzzword. It’s critical for surviving … and for thriving. This is especially true in the global education sector, where student demands – and student enrolment – are directly shaped by unpredictable developments beyond anyone’s control. The changing climate, the fluctuating economy, the volatile geopolitical landscape, and the evolving pandemic all exercise a direct influence on the choices young people make as they set out on their higher education journey.
That’s why part of the eduKUDU mission is to support universities in embracing innovation. We’re not talking about innovative teaching methods, although those matter, too. We’re talking about the organisational innovations that broaden access, increase adaptability and strengthen your institution’s profile across the board. The advantages are considerable, but you might still be asking yourself:
Why innovate when you could stagnate?
Maybe you wouldn’t phrase the question exactly like that. But resistance to change is a very common phenomenon. This particularly applies in education, where tradition, precedent and historic identity are highly valued by administrators, staff and students alike.
It’s easy to understand why people might prefer to stick to the status quo. Innovation requires upheaval. It means dispensing with routines and priorities that may have become familiar, even comforting. The outcome is rarely certain, and even if you’re wholeheartedly on board, you have to overcome other people’s resistance in order to implement new tools or methods.
But innovation is worth embracing for one simple reason: it pays off. Let’s take a look at just some of the advantages.
Innovation powers up recruitment
If you’re familiar with our digital platform, theRACK, then you know that newer is better when it comes to marketing collateral. theRACK allows you to create a whole library of digital brochures and snapshots, targeting each sector of your audience with pinpoint precision – maximum reach, minimum expense. That’s something old-school paper and PDF brochures just don’t allow you to do.
A purposeful, strategic approach to publication is a key innovative measure that can directly affect your student recruitment, increasing conversion and helping you attract just the right people. This is one area where innovation is a straightforward win. And with theRACK, it’s also very easy.
Innovation helps you meet your goals
Any strategy should have key performance indicators: KPIs. These quantifiable measurements tell you how well your current strategy is working for you. As a minimum, educational marketers will usually track prospects, enquiries, applications, admissions and enrolments.
In the pre-digital days, this meant monitoring a whole admissions cycle before deciding which adaptations to make for the following year. But technological innovations have made all the difference. Modern analytics – such as the sophisticated data suite provided by theRACK – make it possible to track your KPIs in real time.
This immediate feedback means that you don’t have to wait for next year to start adapting your collateral. You can test new brochures, or try out tweaks to your branding, content and more, at any point in the admissions cycle.
Innovation keeps you with the times
It’s a truism that young people adapt most easily to change. The reality is that young people simply have to be adaptable. When they set out to choose a degree course, they’re looking for their best chance at building a sustainable career in an increasingly unpredictable world. The key to attracting the best and brightest global talent is to identify their priorities, and work to those.
The days when young people studied a subject for the sheer love of it are gone. Today’s prospective students are not only worried for their own futures. They’re also concerned about the environment, and about social justice, inclusion and accessibility. A truly student-oriented marketing strategy adopts innovative methods that serve these values, demonstrating a real commitment rather than merely paying lip service.
Innovation keeps your brand on point
Since we’ve just been talking about values, it may seem counterintuitive to pivot to branding. But keeping your institution’s brand refreshed is a crucial element of speaking directly to your priority students. If your brand is up to date, your applicants can get a direct – and accurate – read of your university’s culture and priorities.
With so many innovative advantages, it’s not surprising that so many cutting-edge institutions are signing up to theRACK. Our current clients include Texas A&M University, Murdoch University and London Metropolitan University. Interested in joining them, or want to find out more? Drop us a line, find us at a conference, or book a free demo today.