At BUW, a lot is already being done in the faculties and central institutions to attract students. A first step is therefore to systematically take stock of existing measures in order to identify programmes, interfaces and gaps. In dialogue with the stakeholders, I want to record the status quo, identify needs and examine which measures are not yet achieving their goals.

At the same time, I also want to look at successful concepts that may also be suitable for degree programmes or faculties that are still at the beginning of their campaign planning. The knowledge gained from this should then flow into a holistic strategy, a reorientation. Networking the stakeholders involved in degree programme marketing and student recruitment at BUW will also be a central task.

Close, trusting cooperation

We see ourselves as a service unit that advises faculties and central institutions on degree programme marketing and student recruitment. Timing, approach, channels and the selection of suitable advertising media play an important role here. Equally important is the evaluation of campaigns in order to learn for future measures. My aim is to work closely together in a spirit of trust to help our degree programmes and the University of Wuppertal move forward.

I am particularly excited about the upcoming strategy process as part of the reorganisation, which will form the basis for future marketing measures. I am also very much looking forward to the first campaigns that will be developed from the strategy. Their success will show us whether we have chosen the right strategies and objectives or whether we need to make further adjustments here and there.

Keeping a close eye on the target group

University marketing and degree programme marketing are closely linked, but pursue different goals: While university marketing aims to build the image of the entire university and address various stakeholders, degree programme marketing focuses on individual offers and specific target groups. The channels and advertising media can be selected accordingly.

Of course, it is important to keep the target group in mind and plan the campaign based on this: what are the target group's interests, what is their media usage behaviour, where is the best place to reach the target group and with what message? Study programme marketing is more agile and more focused on short-term goals such as enrolment figures, while university marketing strengthens the image in the long term.

Focus on digital channels

Digital channels and social media are crucial for reaching prospective students. The target group is predominantly digital and mobile, while the desire for personalised advice is growing. In addition to online offers and social media communication, low-threshold contact options such as appointment bookings, chats or messenger services are therefore becoming increasingly important.

In order to make degree programmes visible in the relevant channels, it is first important to be aware of their special features and strengths. What is the unique selling point that makes the degree programme special compared to other universities? Are there perhaps special modules or study specialisations, individual support options, particularly small groups for intensive learning experiences, interdisciplinary offerings or collaborations for better career opportunities? Then these strengths should be prioritised in the message and repeated regularly so that they can be "learned". A media mix focussing on digital channels is useful, as is peer communication in which students report authentically on their experiences.

Communicate the benefits clearly

Anyone who decides to study at BUW is making an excellent choice for the future: studying in a familiar learning environment with very good teaching, a wide range of support services, interesting opportunities for a semester abroad and a variety of extracurricular events with a colourful campus life. We need to clearly emphasise and communicate these advantages.

Wuppertal also impresses with its comparatively low cost of living, cultural diversity and proximity to nature. The Bergisch city-triangle offers attractive career opportunities thanks to strong companies. These advantages need to be clearly communicated. The close networking of university, city and business is crucial in order to credibly convey the image of a study programme worth living in a region with a strong future. Without strong partners who bring this network to life, the message will not work.

Stefanie Schitteck