Over the past year, a number of schools have asked us about marketing their Sixth Forms and how best to communicate their offer. As a result we started a research project among pupils in Years 12 and 13 (Generation Z) and their parents to find out their views on this important topic.
We wanted to know what was influencing GenZ and the role that marketing and communications played in their decision making process for Sixth Form.
What we discovered is invaluable to schools who are seeking to market their Sixth Form offering in the most compelling and contemporary way.
We investigated which social media platforms students and their parents currently use and how these might be used appropriately for marketing. It will come as no surprise that YouTube was a firm favourite with students, but how does this translate into the use of video in marketing a Sixth Form?
We also questioned the students and parents about the validity of having a printed prospectus in a world that is seemingly dominated by digital media.
Their views on Sixth Form Open Events were also enlightening: what format and content did they find the most relevant and compelling?