One of the gifts of getting older is learning from younger people. It’s a joy to see young people like Greta challenging the ‘grown ups’ to do better. There is much we can learn - most of it we may already think we know - but knowledge is nothing without action.
Why are we still uncomfortable with university marketing?
Aug 13, 2019
I’m a parent of an 18-year old, so expect to be targeted with digital adverts. Most of us will also have been exposed to radio, outdoor or even print ads in the last few weeks, alongside the hundreds of thousands of pounds that will be spent on Google to reach those who are actively searching for Clearing places. There is still a sense though, that the higher education sector isn’t entirely comfortable with this type of marketing. Why?
It doesn’t seem that long ago that going into Clearing was an admission of failure. Failure for the student, because they’d missed their grades. Failure for the university because it was an implicit confession of weakness. How things have changed.
Can student recruitment and kindness fit together?
Jul 19, 2019
We've been talking a lot about kindness at Halpin recently. Susie has written about kindness in fundraising and Shaun's latest blog reflects on whether it is better to be kind, or right. So I've been reflecting on the role that kindness plays in student marketing and the extent to which it can still be genuine, even if the main purpose is to recruit students.
Do we want to be seen as the arrogant know-it-all who may be pretty good at some stuff but wants to be the centre of attention and have everyone gravitate towards them? Or do we want to be seen as the helpful, generous, open-minded friend who is willing to listen and learn and reach out to help resolve problems? Do we want to be inward-facing and self-centred or outward-looking and interested in others? How about striving to become a sector characterised by kindness: one that is described by those in other countries not just as a world-class system, but as a world-class collaborator and friend?