Recently Kirsty Betteridge and Katy Davenport were able to head up to very sunny Liverpool to attend the third Not Another HE Conference, hosted by Education Cubed on 4-5 March 2025.
The event delivered candid discussions about the current challenges in Higher Education marketing and student recruitment, gave us the chance to meet with faces old and new from across the UK HE marketing sector and had us doodling, collaborating and sharing experiences.
The agenda was packed with insightful sessions and this blog looks at a few of our favourites and some key takeaways.
Day 1: The Current Landscape & Strategic Approaches
Sector Challenges and Global Competition
Phil Baty’s keynote set the stage with a data-driven look at the UK’s HE sector. Despite Brexit and visa restrictions, the UK remains one of the most internationally connected education systems. However, mounting global competition requires institutions to rethink how they attract and welcome international talent. Here at UniQuest one of our most valuable assets is our data and insights so it was great to see Phil diving deep into some of the trends which reflected our own findings and experiences.
Beyond the ‘Golden Unicorn’ – Sustainable Recruitment Strategies
A key takeaway from Session 3 was the danger of chasing the next ‘golden unicorn’ – the latest trend or single-market focus in international student recruitment. Instead, Clare Mackay from the University of Edinburgh highlighted that universities need to embrace diversity and predictability for sustainable growth. Data should drive realistic goals, and stakeholders must be aligned to ensure long-term success. The mantra? Think global, act local, and test, test, test. UniQuest always aims to support our partners in the ongoing development and improvement of their international student recruitment strategies – focusing on the right markets for your institution is key to success.
The Cost-of-Learning Crisis and Domestic Recruitment
Session 4 highlighted the increasing financial pressures on students, which are stagnating growth in the UK undergraduate market. Institutions must embed financial support into their outreach strategies, providing clear, accessible information for students and parents. Practical tools, such as budgeting calculators, can make a significant impact in helping students plan for the financial realities of university life. Moreover, financial support plays a critical role in student retention. Ensuring this information is embedded into your email marketing strategy and is personalised to the student can really turn the dial on domestic recruitment.
Understanding Student Mindsets
Insights from The Student Room in Session 5 revealed that many prospective students don’t believe university is for them, particularly at Russell Group institutions. Universities must challenge these perceptions by showcasing how higher education is relevant and accessible. The decision-making process is led by both head (career prospects, academic rigour) and heart (student experience, personal interests). Supportive institutions that can effectively communicate both aspects will see stronger engagement and higher firm offer acceptance rates.
University Websites: Clarity is Key
Kyle Campbell emphasised the importance of user-friendly university websites. Content must be clear rather than overly clever, ensuring key information is easy to find. Generative AI is shifting how students consume content, with search engines now offering highly personalised results. Universities must ensure their digital presence is optimised for these new behaviours. Meanwhile, lead follow-ups remain essential—CRM systems continue to be a crucial tool in improving student recruitment.
Day 2: The Future of HE Marketing & Creativity
Reframing Marketing’s Role
Daryl Fielding’s keynote urged Higher Education Marketing professionals to reposition themselves as revenue generators, not just cost centres. Marketing leaders must influence key decision-makers, particularly Finance Directors, to secure buy-in for strategic student recruitment and marketing initiatives. HE marketing strategy should be at the forefront of institutional decision-making, helping shape the university’s future rather than operating in the background.
Creativity & Emotional Impact in HE Marketing
Sarah Jane Spooner encouraged marketers to ‘embrace the irrational’ to drive creativity. Higher Education Marketing should focus on storytelling rather than persuasion, creating high-impact, memorable moments to cut through the noise. Small, unexpected interventions can leave a lasting impression, breaking through conformity and making marketing messages more compelling. Importantly, marketers must challenge institutional resistance to change by demonstrating the risks of inaction.
The Power of Networks & Leadership in HE
Helen Bower and Lizzie Burrows highlighted the importance of collaboration over isolation. Networks—both inside and outside the HE sector—are critical for fostering innovation and providing perspective and support when facing challenges.
They also emphasised the role of continuous professional development (CPD) in remaining effective as a leader. Technical expertise alone is not enough; emotional intelligence is equally vital. Universities should encourage their leaders to refine their skills and invest in their personal development.
Strategic prioritisation is key—knowing what not to do is just as important as deciding what to pursue. Leaders must focus on the most impactful work, making careful use of time and resources.
Additionally, courage and vulnerability in leadership can inspire teams to do the same. Openly sharing challenges fosters a culture of trust and resilience. Career progression was another key theme—leaders should assess their aspirations and be open to non-linear career paths, ensuring they continue to grow and develop.
Moving Forward: A Strategic, Intentional Approach
Throughout the conference, speakers did not shy away from the difficult realities the HE sector is facing. However, the key takeaway was clear: the UK remains strong, and with intelligent, intentional marketing, universities can continue to attract students and drive growth.
By prioritising data-driven decision-making, crafting compelling narratives, and advocating for marketing’s strategic value within institutions, HE professionals can navigate the challenges ahead and enhance student recruitment and marketing efforts.
So many of the sessions resonated with us and we are equipped with the people, processes and platform to really support your institution on this journey. If you’re interested in a chat about how – book a call today.
