When it comes to attracting students, universities have more in common with retailers than you might think. Both are competing for attention, loyalty, and timely decisions — and both can benefit from thinking strategically about when and how people search, browse, and buy (or apply).
In our recent webinar, we explored how lessons from retail’s biggest moment — Black Friday — can reshape university marketing strategies. Here are a few highlights to help you plan smarter for next year’s recruitment cycle.
1. Rethink Your Clearing Strategy
Clearing doesn’t begin on A-level results day — that’s just when the spotlight hits.
Search data shows student interest starts as early as March, with a big rise in June. If you’re only visible in August, you’re missing months of opportunity (and better value media rates).
Tip: Treat Clearing like a season, not a single day. Build awareness early, then ramp up your activity as results season approaches.
2. Check Your Digital Discoverability
If students can’t find you online, they can’t choose you.
Audit your presence across platforms and channels:
- How visible are you in search results (and AI summaries)?
- Are you creating content where students spend their time — such as TikTok, YouTube, and Instagram?
- Is your website answering the real questions applicants are asking?
Think of it as your digital shopfront — is it easy to find, and inviting once they get there?
3. Use Data to Drive Decisions
Retailers don’t guess which products will sell — and universities shouldn’t either.
By analysing audience behaviour, search trends, and course-level demand, you can:
- Spot emerging subjects with growing interest
- Identify where to invest in content or visibility
- Measure your share of search to see if your efforts are working
Data turns hunches into strategy.
4. Spend Smarter, Not Harder
Big budgets don’t always win. Smart planning does.
Spread your activity across several months to capture early engagement and avoid the bidding wars of peak advertising periods. When you balance timing and channel mix, your budget works harder for you.
5. Build for Now and Later
Retailers know that brand loyalty is built long before the sale — and the same goes for students.
Mix quick-win campaigns with long-term brand building that emotionally connects with your audience.
In short, be the university students recognise and trust when it’s time to decide.
Final Thought
Clever marketing isn’t about shouting the loudest — it’s about being helpful, visible, and relevant at the right moment in a student’s journey.
Take a page out of retail’s playbook: understand demand, plan your timing, and meet your audience where they are.
If you’d like to explore how these insights apply to your own university, our team can help you analyse your current visibility and opportunities for growth — no sales pitch, just useful insight.
