Trust is the Strategy:

How institutions can build trust with their student audience in a polarized media landscape

23 June | 10 - 11 am (EST) 

We surveyed 1,500 US undergraduate and graduate prospects, every state, to find out exactly who owns their attention, who they trust, and what it would take for a university to earn a place in that picture in a polarized media landscape. This session is designed to map who and where prospective students discover, consume news and build trust, and how you can apply this to your marketing strategy. 

 
70%
Prospects check for news at least once a day
77%
Trust universities more than journalists for research
3 in 4
Can name a specific influencer they trust for news
0
Can recall a university as the source of a breakthrough they heard about
WHY THIS MATTERS

Your students trust you more than the media.You're just not acting like it.

Students are consuming news constantly (over 7 in 10 check for updates at least daily) but they're doing so across a fragmented, mix of mainstream outlets, social platforms and independent influencers who often offer a polarized view. Knowing where your audience is only tells part of the story. Knowing who they trust and how that shapes your marketing strategy is where advantage lies.

This webinar helps marketing leaders to:

  • Understand which news sources, platforms and influencers carry influence with both undergraduate and graduate prospects
  • Navigate the growing tension between brand visibility and brand safety in a polarized media landscape
  • Identify where universities are trusted and where they're falling short of their own potential as thought leaders
  • Make sure your values come through when your values are not shared by the media your prospective students are consuming

 

WHAT YOU'LL WALK AWAY WITH

Findings that should change how you market your institution

4 in 5 students want to hear from you

You have the trust. You have the authority. You're just not using them. We'll show you how to become the source your students are already waiting for.

3 in 4 follow political influencers

Almost none of them reflect your institution's values. That's where your audience lives. We'll show you how to build creative that reaches students in these spaces without compromising who you are.

94% of students use social media for news

If you don't know where your ads are appearing, you need to be in this session. We'll show you how to protect your brand in a polarised media environment.

73% more positive seeing your ad in trusted media

Stop being afraid to run the ad. 73% of students say seeing a university ad in a trusted outlet improves their perception of that institution. 

Meet the HE marketing specialists

Headshots (300 x 300 px) (3)

Jody Perrin

Senior Account Director
Barbara Trussler Global Research Lead  headshot

Barbara Trussler

Global Research Lead 

Headshots (300 x 300 px) (4)

Charlie Penrose

Creative Director

Headshots (300 x 300 px) (6)

Jamie Ceman

Senior Executive Vice President of Reputation Services, EducationDynamics

Save your spot

23 June | 10 - 11 am (EST) | Live on Zoom