The recipe to reassuring

3 min read

As we move into the next stages of the COVID-19 outbreak in the UK, we are beginning to get some form of clarity of where things will go this year and potentially in the years thereafter. One thing is for sure; your marketing strategies and communication plans will have to change in order to survive the new normal. 

The whole conversation has changed within the sector and the way you should be talking to your students have too. This is why now, more than ever, it is important to step back and take a look at how you are communicating with your students. 

Here’s some food for thought from our latest fireside chat webinar (which you can catch up fully here on demand) which will help put your best foot forward in these uncertain times. 

Be responsive 

Your ads written this morning could be rendered redundant - or worse insensitive - by the afternoon, and so your copy will need to reflect this relentless change of pace and direction. 

Do ensure you can be adaptable and flexible with your existing messaging. 

For example: Want to study business? Our flexible programmes let you explore the world and learn while you work.

Becomes: Want to study business without borders? Our flexible online programmes let you explore the world from the comfort and security of your own home.

Using Akero Advertising allows for this fast change of direction, and the expertise on hand allows for these rapid adjustments. 

Be sincere

You won’t have all the answers, and that’s fine. You’ll have to be humble as well as adaptable in your emails, comms and advice when speaking to students. 

Do show that you’re doing what you can, and that you’re there to support students when they need you.

Don’t use salesy, opportunistic language. This is neither the time nor the place for it. 

Backlash for companies who are perceived to strike the wrong tone or be jumping on the bandwagon in the middle of a crisis could be severe.

Now is the time to get your communications positioned correctly so that you are supporting and reassuring your students, and in turn nurturing and engaging your audience. It may mean pivoting, repositioning and adjusting, but the advertising experts and in-house copy team at hand are there to help and guide to ensure you’re putting the right foot forward.

If you want to find out more about the importance of messaging and your comms in times of uncertainty, and how technology can help you, watch our full webinar here