Personalised experience and well-being for students – SPARK report
08 Oct 2018
Here are the particular highlights featured in this issue
La Trobe University took the attention-grabbing approach of using vending machines to highlight their skills agenda at major student recruitment expos. A bank of three machines gave potential applicants a chance to win prizes based on their skills at the touch screen, using the strapline ‘this machine accepts clever not cash.’
Monash University’s controversial If You Don’t Like It, Change It movement is worth looking at as it shows the type of storytelling universities may need to utilise in order to engage with multiple stakeholders. The video holder on the home page is particularly good as it allows viewers to pause the video at any point and read the narrative attached to that particular image, it also hosts ‘agents of change’ videos to evidence the impact from individuals.
Some things to look out for in the next year:
Well-being – universities ensure they are investing in the well-being of their students and in the way they communicate support. This could include online campaigns like the University of Phoenix’s Pep Talks – along with an offline approach – asking current staff and students to post support, advice and reassurance around campus. The University of the West of England (UWE) in Bristol has done this with its excellent #MentalWealthFirst work.
In virtually every other sector there has been an increased focus on providing a personalised experience, and the expectations of consumers will grow accordingly. The University of New South Wales (UNSW) in Australia is a great example of how universities can embrace this, and the power of getting timely, on-brand, useful personalised communication right.
Finally, from outside the HE sector:
Mother’s PR campaign for KFC is a reminder of the importance of quick-fire creative thinking, and has been described as a ‘masterclass in crisis management.’ It is an example of how to cut down on cumbersome sign-offs and react better to opportunities.
The Police Now graduate recruitment campaign is an inspiration – using its own mobile launderette as a supposed crime hub, the ‘Make an Impact’ game has been appearing on campuses across the UK. Students get the chance to take part in online and offline interactions in order to solve six different scenarios, and see if they have what it takes to be a leader in the police force.
Read about all of these and more in the full report below: