Location, Location, Location: why it matters in student recruitment

Location isn’t just a postcode; it’s an experience. Students want to know they’ll thrive at their chosen university - not just academically, but socially and culturally. University isn’t just a place for them to study; it’s a place to belong and discover their full potential. So finding a place that fits in with their lifestyle is crucial.

A good lifestyle fit looks different from student to student. A bustling city with a vibrant nightlife and endless opportunities might be perfect for some, while others might crave the peace and focus of a quiet coastal town. Your location can significantly impact the lifestyle and social experiences available to students. So it’s important that your student recruitment campaign accurately captures the local culture, nightlife, recreational activities, and unique experiences your location offers. It's about painting a vivid picture of life beyond the lecture halls.

Someone who’s doing this really well is the University of Sheffield and Sheffield Hallam University, who teamed up with Marketing Sheffield (part of Sheffield City Council) to develop a sector-first campaign entitled ‘Sheffield: Your University City’, to celebrate Sheffield as a great student city, promoting it as a destination for prospective undergraduate students.

Let's face it, no one wants to feel totally isolated. This is why easy access to transport links, airports, and major highways is a real game-changer for students. Going to university may be the first time they’ve ventured far away from home, and knowing that there’s already a clear route for them to make it home during the holidays could provide all the reassurance they need to consider studying somewhere further afield.

The University of Central Lancashire nailed this with their ‘This is #MyPreston’ campaign. Understanding just how important it was for their audience to get a feel for the city that would become their home, they dedicated a film to the city of Preston through the eyes of the students – including how easy it was to make your way to and from other big cities in the UK. Here’s the ‘Lonely Planet’ style city guide we created for the University as part of this campaign…

Few people apply to university with no consideration for what their life might look like afterwards. When it comes to putting those applications in, students aren’t just thinking about the next few years – they’re thinking about the future.

And this isn’t just about proximity to industries and businesses. Professional networking, internship opportunities, study abroad schemes and job placements can significantly influence their decisions. Showcasing your local connections and partnerships with businesses and organisations is crucial. For students to get a sense of what your University could do for their future, make sure you emphasise how your University’s location offers a wealth of career-enhancing opportunities right on their doorstep.

A great example of this is the ‘Defining Moments’ campaign from Leeds Beckett University. In a series of videos, current and former students explain the ‘defining moments’ from their university experience that kick-started their careers.

This is a big one. Students and parents alike are acutely aware of the financial side of things. So it’s never been more important to be completely transparent about living costs in your area, as this can help students make a well-informed decision.

If your University’s in a place where the cost of living is low, shout it from the rooftops. Give your audience an idea of their outgoings by shedding a light on average outgoings on rent, the cost of a pint and what they can expect to pay for their weekly food shop. If you’re located in a place where the cost of living is higher, you might want to highlight affordable housing options, any student discounts they can take advantage of and what financial support is available to them.

The University of Hull regularly capitalises on the low cost of living in their city. We love this example from their social media channels, where they compare the average cost of regular outgoings compared with other areas in the UK…

So, when you’re mapping out your next student recruitment campaign, remember: it’s not just about where your institution stands, but what stands around it. It’s time to place your campus not just on the map but in the hearts of students’ too.

Ready to elevate your next student recruitment strategy? Get in touch and we’ll be more than happy to help.