“It starts here” - A new campaign for starting your studies
Our university is approaching prospective students with a fresh approach and a new message. The new campaign “It starts here” stands for a new phase of life that begins here at our university in Magdeburg. In an interview, Peer Niehof from Student Marketing explains why a new campaign was necessary, what motivates Generation Z and why we as employees should all contribute to inspiring young people to study in Magdeburg. One thing is clear: Advice, proximity and an authentic environment count. This is what the university and the city offer - a new chapter with new ideas and perspectives in the lives of young people begins here.
Who is the “It starts here” campaign aimed at?
The campaign is aimed at prospective students: first and foremost at school pupils between the ages of 16 and 20 who are looking for a Bachelor's degree course, but also at Bachelor's graduates who are looking for a suitable Master's degree course. It is also aimed at parents, friends and family members of prospective students and teachers as multipliers.
We did have a campaign for these target groups with Vorwärtsmacher.in - why a new campaign?
Over the past five years, we have drawn attention to the university under the motto “Become a forward-maker!”. It was simply time for a new campaign because the needs and expectations of the target groups have changed. Studies, surveys and personal experiences provided the impetus to rethink the old campaign, because a new campaign should also be better integrated into the university's motto “Rethinking the world together”.
For Generation Z, which we are particularly targeting, digital technologies are a matter of course. They prefer content that is easy to consume, but too much information and too many options often make decisions difficult. Sustainability, diversity and social responsibility are important values for GenZ. Nevertheless, young people are extremely conservative in their life planning. The family is an important source of support. However, they are often uncertain in an ever faster changing world, have many questions and do not always have answers.
What is the main message of the "It Starts Here" campaign?
The central message of the campaign is: "A new chapter begins with us." Ideas, dreams, and careers begin right here, as do new friendships, experiences, and adventures. All of this at a university with optimal study conditions and in an attractive city with a great environment for new experiences.
The university offers a variety of degree programs for all interests, provides support through advice and social services, from dealing with administrative matters to finding accommodation. The university is a strong regional partner and, at the same time, has strong international networks. We see this on our campus, too. These are perfect conditions for starting a new phase of life. That's why a new chapter begins here after school; studies begin here at the University of Magdeburg.
Picture: Medienzentrum
What are the campaign's goals?
With the message "It starts here," we want to convince young people to start their studies here at our university – whether for a bachelor's or master's degree. Together with all university employees – because we are all brand ambassadors – we in Student Marketing want to show young people that we support them in this start, that our university can be the beginning of many things young people expect, that it's worth staying here or coming here for this start. We want to encourage them to have the courage to start something new that "begins here." In addition to the high-quality degree programs at OVGU, there are also many initiatives, projects, and university groups. Getting involved there is worthwhile! Both for your CV and for your interpersonal relationships.
You talked about staying here and coming here. In which regions is studying at OVGU particularly advertised?
First of all, we want to continue to inspire as many local students to study at our university. Studies show that 50 percent of students choose a university less than 50 kilometers from their hometown. Lower Saxony ranks second in the list of states from which new students come. But we also look to Brandenburg, for example, and advertise intensively there. In general, however, our advertising activities are active throughout Germany.
Can prospective students in marketing actually be differentiated?
With the end of school, the pressure on high school graduates increases. Family, teachers, and friends constantly ask what they want to do after school. Some of the young people between 16 and 20 years old know exactly what they want; they know their dream job, their dream course of study, perhaps even their dream university. Another group has at least a rough idea of what direction they might take. A third group isn't quite sure what they want yet. Regardless of which group they belong to, the most important criteria for young people's decision are future prospects and career opportunities, the attractiveness of the study location, financial feasibility, easy access to all relevant information, and overall student satisfaction.
Picture: Medienzentrum
What will be different compared to the "Vorwärtsmacher*in" campaign?
Above all, we're focusing on counseling: "It's okay not to know all the answers. Together we'll find them." Whether via video chat, face-to-face conversation, or email, we want to meet young people where they are, on an equal footing. We want to remove their reservations. The city as a location will also play a more central role in the future.
Which channels do you plan to use for the campaign?
In short: All of them. Posters, flyers, stickers, postcards, website, social media, merchandise, advertising space in schools, radio spots, trade fairs and career days, study portals, newsletters, study information days, fall university, school project days, taster programs, parent evenings. We will implement a strong mix of marketing measures. From digital and online activities to on-campus events and trade fair visits throughout Germany.
How can we ultimately measure the success of the campaign?
That's very difficult. Universities and colleges are in fierce competition for students. We must also face this challenge, we must capture the attention of prospective students, we must pique their interest in a new phase of life that "begins here at the University of Magdeburg." Our campaign will be reflected in the numbers, but it doesn't necessarily mean that thousands of new students will come in the coming years solely as a result of our campaign. The well-known difficulties in student recruitment will continue to accompany us in the coming years. But together we can achieve a lot if we all act as brand ambassadors and spread the message "Here it begins" to schools, families, society, and young people. We should all talk more about our university and be very proud of what a beacon of science and education the OVGU is. We should convey this to our prospective students.
Thank you for the interview.