In the competitive landscape of higher education, effective marketing is not just a luxury—it's a necessity. The story of the Greater Manchester University Technical College (UTC) in Oldham is a cautionary tale that underlines the critical role that strategic marketing plays in the success or failure of educational institutions.
A Promising Start, a Premature End
The Greater Manchester UTC opened its doors in 2014 with a specific focus on sustainable and civil engineering. Despite a substantial £9 million investment in state-of-the-art facilities, the college faced a rapid decline, closing in 2017 due to insufficient student enrolment combined with poor academic performance. The college had a capacity of 600 students but managed to attract only 127 by January 2017. This shortfall in enrolment was a primary factor in the college's financial instability, leading to its untimely closure.
The failure to reach enrolment targets was largely due to poor marketing efforts. The institution struggled to effectively communicate its unique value proposition to prospective students looking for the best place to continue their education. Without a strong, targeted marketing campaign, the college could not generate the necessary awareness or interest to fill its classrooms. This highlights a critical lesson for all educational institutions: without a proactive and well-planned marketing strategy, even the most well-funded projects can fail.
The Broader Implications for Educational Marketing
The challenges faced by Greater Manchester UTC are not unique. Across the UK, and indeed globally, many colleges and universities are grappling with similar issues. A survey by SimpsonScarborough revealed that higher education institutions spend between $429 and $623 per enrolled student, per year, on marketing. This investment is crucial because it directly correlates with the institution's ability to attract and retain students, which in turn secures financial viability.
Furthermore, a comprehensive Strategic Enrolment Management (SEM) plan is essential. Such a plan, as implemented by institutions like Lone Star College in the United States, involves a holistic approach to student recruitment and retention, developing and launching marketing strategies with academic and support services to ensure a smooth and successful student journey. Institutions that adopt these strategies have seen an increase in enrolment, along with improved student retention and graduation rates across the board.
How Digital Scientists Could Have Made a Difference
Had Greater Manchester UTC engaged with a specialist digital marketing agency like Digital Scientists, the outcome of their fast decline might have proved a roaring success in contrast. As we've proven with our existing and thriving clients, we could have provided a data-driven marketing strategy that targeted the right demographics, communicated the UTC's unique offerings, and built a strong online presence. Through use of our advertising branch AdSpark for higher education marketing, we could have improved UTC's strike rate and drawn in relevant queries and opportunities to entice potential students. This approach would also have helped increase awareness and interest among prospective students, potentially filling the college's classrooms and securing its financial future.
By leveraging analytics and strategic planning, our team at Digital Scientists could have identified early warning signs of enrolment issues, allowing the institution to adapt its strategies before the situation became critical, as it sadly turned out. This proactive approach to marketing and enrolment management is what sets successful institutions apart from those that struggle.
The closure of Greater Manchester UTC serves as a stark reminder that educational institutions cannot afford to neglect their marketing efforts. In today's competitive educational environment, a well-crafted, data-driven marketing strategy is essential for attracting and retaining students. For institutions looking to avoid the pitfalls that led to the UTC's closure, engaging with experienced marketing professionals like Digital Scientists could be the key to ensuring long-term success and financial stability.
By taking marketing seriously from the outset, colleges and universities can build strong foundations that support sustainable growth, ensuring they remain competitive and viable in an increasingly challenging market (The Hechinger Report, HETS, CASE Blog).
