How to successfully engage students in the run up to University

The start of a new University year is almost upon us. From fresh faced freshers setting foot on campus to seasoned students returning for another year, the September scramble is officially on. For those of you in the education sector, it’s a month of high energy as the need for communications at such an important time is more important than ever. After the sprint of exam season and the chaos of Clearing, the new academic year brings its own set of challenge, not just for students, but for the University comms and marketing teams trying to reach them.

We know this isn’t just about sending out key messaging and hoping for the best, it’s about connecting and engaging with people during one of the most important times of their lives, which is why we believe empathy and clarity should be at the forefront of all your communications.

You’re not just a University, you’re a guide, a support system, and a trusted voice in a very noisy world.

Think about the sheer volume of information that students, parents, and carers are juggling right now. From enrolment deadlines and accommodation details to freshers’ week schedules and student finance forms, it’s an awful lot of emails, social media posts, and text messages. 

Studies show that this ‘information overload’ is a real issue. A report from the UK Parliament highlights that a significant number of students self-report mental health issues, with financial and academic pressures cited as key stressors. We’ve seen that students are so bombarded with ‘spam’ from different parts of their university that even genuinely important messages sometimes get lost in the noise.

This is where you and your team come in. How can you cut through the chaos and offer genuine value?

Prioritise your messaging:

You’ve got to think strategically, so you’ll need to create targeted communications that address the most urgent needs first. Think of them as a friendly checklist or a key dates reminder. A simple, clear email with a subject line like ‘Your essential to-do list for this week’ will get far more attention than a long, jargon-filled newsletter.

Offer solutions, not just information:

Can you simplify a sign-up process? Create a single, easy-to-read calendar of deadlines? Your communications should make life easier, not more complicated and they’re a powerful way to build trust and show your audience that you’re on their side.

When students are getting themselves sorted for a new year of education, you might not be the main character in their lives and that’s okay! While students and parents are focused on a myriad of pressing tasks, you can take a step back and act as a supporting character. A reliable, empathetic presence.

One of our fabulous community partners, Rebecca Roberts used to be Deputy Director of student recruitment, marketing and communications at a University, before setting up Thread & Fable in 2017. She has shared this valuable advice:

‘More than ever, we have to think about what our audiences are experiencing and feeling within our communications. For many students, they’ll be experiencing multiple things at once and thinking about the tone and volume of messaging they’ll be getting won’t just improve how your messages land, they’ll be critical in building your relationship with them and how they portray you in their ecosystem.’

Your content should reflect this human understanding. Students are moving away, parents are missing their kids, and staff are back in the thick of it all. Your communications should land with humanity and compassion. Could your message be aligned with a common challenge, like finding new friends or navigating a new city? Could you offer a piece of advice that helps, rather than another ask that adds to the burden?

The transition to university can be pretty stressful for everyone involved. Research from Student Minds found that more than half of students (57%) self-reported a mental health issue in 2022. For parents, the worry is just as real. A survey by Samaritans revealed that 65% of parents found their child leaving home for university ‘personally difficult’, while nearly half (44%) worried their child wasn’t telling them the whole truth about their experience.

Your role in this as a comms professional goes beyond just surface level messaging. You have a chance to show you care and are empathetic to what they’re going through. 

A way to show understanding is to use your platforms to promote vital support services. This might include:

• Student support and mental health services.
• Financial aid offices and hardship grant information.
• External mental health services for students, parents, and staff.
• Accessibility resources for students who need additional support.

This is about more than just a duty of care, it’s about building a community of support. It’s a way to foster loyalty and show your audience that their well-being is a genuine priority.

With a massive influx of enquiries and engagement, are your social media channels ready to roll? The volume of communications during Clearing alone can be staggering. In 2024 Manchester University reported over 10,000 calls over the Clearing period, with 6,000 on results day alone. Don’t think that this means it’ll just be your phone lines are that busy though! More and more students are opting for digital channels like live chat, social media, and email.

As a comms professional, you need to be prepared. A strategic plan isn’t a ‘nice to have’ but an absolute necessity. You need:

• A system or platform in place for streamlining messages received on social media as well as somewhere you can publish content, report on what’s doing well and listen to the online chatter all in one place.
• A social listening tool to pick up on emerging issues or concerns.
• A team that is ready and briefed on handling the influx of communications.

Above all, you’ve got to make sure your whole team is ready and aware of the changes happening in the student – university relationship. 

Rebecca Roberts points out ‘not only are students travelling, living and studying more independently when they start uni, they’ll also be receiving and responding to communications more independently than they’ve ever had to before. We know parents take a leading role for many students in the recruitment process, so for a large proportion of students, starting university brings with it a start to their relationship with you over email and social media that they may not have been that engaged with before.’

This highlights the critical need for a streamlined, multi-channel approach. The student experience of your brand begins the moment they interact with your communication channels. Making that experience easy, caring and empathetic is crucial.

Finally, remember that not everyone is experiencing the same thing this month. The “Back to Uni” narrative is powerful, but it’s not universal.

• Leave space in your comms for a range of emotions. For some, it’s an exciting new chapter; for others, it’s a difficult farewell or a time of uncertainty.
• Appreciate that for some people, this is a tough time, marked by loneliness, anxiety, or financial stress.
• Acknowledge that for many of your wider audiences, the start of the school year has no relevance whatsoever. Your content calendar should reflect this and allow for a diversity of topics.

The start of uni comms rush is more than just a logistical exercise, it’s a chance to demonstrate your values. By leading with empathy, prioritising your audience’s needs, and using a streamlined approach, you can transform a potentially overwhelming time into something extremely exciting, all built on a foundation of trust and a relationship that lasts.