Defined as the demographic cohort between the late 90s to the early 2010s, one of the main challenges faced by Gen Z in the higher education industry is needling through an overabundance of choice. When selecting the best-fit university, prospective students take great care in making thoroughly informed decisions to pave their higher education pathways. With rising costs, today’s prospective students gather as much information as possible before investing in a university. Curiously enough, rather than traditional walk-ins and call-ins, today, prospects’ research and engagement practices rely heavily on technological innovations and external methods to obtain a clearer picture. According to a survey on generational communication preferences conducted by Ooma, Inc., Gen Z individuals prefer instant methods of communication when gathering required information.
In a world of nonstop ads and pop-ups, higher education marketing strategies utilised to engage Gen Z must deviate from the traditional strategies adopted in the past. As each new generation changes, the evolution of marketing must also follow. Keep the following 3 strategies in mind when engaging Gen Z in your marketing:
Leverage Crowd-sourced Reviews
Living in the post-Yelp word, we know the power wielded by social reviews on consumer decision-making. Above 80% of individuals belonging to Gen Z base most of their decisions on social media platforms when purchasing products and services and opt to use peer-to-peer user feedback, social media reviews, and other digital platforms that rely on crowdsourcing methods to verify their decisions. Gen Z prospects turn to first-hand experiences gathered by current students and alumni to determine the suitability of the university.
Platforms that promote the opportunity to connect and engage with current or past users/customers allow access to direct information and insights about the product or service. If it is a university, for instance, it would be information on satisfaction, campus life, and its programs to help students make more informed choices.
Instant! Instant! Instant!
From Instagram to UberEats – instant gratification is more sought after than ever before – and Gen Z is no exception to this trend. Seamlessly connecting to current students within a particular institution can help prospective students in many ways. For instance, before enrolling, prospective students can obtain inside information on how the study programs are conducted and get a sense of the general environment at the university.
Gen Z students prefer to use their readily available technology to discover instantly – unlike a decade ago where people had to plan to make walk-in appointments and call-ins to connect with universities. Today, the first impression is all about the online brand presence. Without students having to undergo the anxious yet unyielding process of speaking to a university admissions officer on what their study programs offer, it is easier and more informative for them to connect directly with a current or past student of the university and ask questions as a peer. In this way, students also build and grow a large network of peers within the university before enrollment which will also facilitate a smoother transition to university life.
Peer to Peer Marketing
Peer pressure may get a bad reputation in high school, but when thinking about marketing, peer-based marketing is key to tapping into the ‘influencer’ generation. Universities and institutions benefit from peer to peer interactions when used as a marketing tool. When prospective students engage and discuss with current students or alumni associated with the university, the university can obtain pre-applicant data including analysing their interests and demographics. It also helps reduce the student drop-out rates as students can feel more comfortable integrating into the university environment by coming in connection with their peers and being better informed about the institution.
The selection and enrolment process for higher education can be daunting for most prospective students, including Gen Z. By adopting the right set of marketing tools and strategies, universities can specifically target this segment to actively engage and relieve some of their key stress points by utilising interactive technologies and creative methods to first inform and then ease them into a university life of their choice.
UNIVISER is a tech startup that helps universities and higher education institutions better connect with their Gen Z markets by providing a personalised peer-to-peer platform that connects prospects, current students, and alumni.
To learn more about UNIVISER visit https://www.univiser.io/ or email hello@univiser.io
(The writer Ismail Sadurdeen Founder & CEO of UNIVISER, Former Students’ Union President of University of Nottingham, UK)