Abstract:

The importance of social media in reinforcing brands is generally recognized by taking into consideration several benefits, such as: generated content, messages adapted to the customer profile, one-to-one communication, open interaction and feedback. Communication and community have become essential for the online learning environment. Fast but very seriously, social media were considered the best channel for information. Nowadays, the interest of universities in social media as marketing tools has increased, based upon the influence of social media in choosing a study programme or selecting a university.

This article refers to the importance of social media networks in promoting the university educational offer. The study will underline the social media campaign, developed in 2020, for recruiting students realised in the Project: “Student at UBc! Access to Education for Disadvantaged Student Groups” developed by our University. Statistics concerning likes, clicks and visualizations will be reinforced by the comments, questions and feedback given by the candidates. The research is focused on quantitative analysis which is completed by the qualitative one in order to achieve a double perspective about the efficiency of the digital marketing for this university. Three main campaign were implemented between May and September 2020 in social media: a teaser campaign, a revealing campaign and a call-to-action campaign.

Their purpose was to dismantle the stereotype according to which it is difficult to enter and attend a faculty, with an emphasis on creatively promoting the benefits of the university. On a subliminal level, the messages conveyed were profound, relevant to the decision-making process and, although seemingly simple and easy to understand, they aimed to influence the decision-making, rational and emotional behavior alike, particularly complex and important for each of the potential students concerned.

We consider that for universities, especially nowadays, under these circumstances, it is important to reassess the most efficient promotional strategies and tools. The use of different social media channels in designing an efficient university brand are essential based upon the teenagers’ expectations and the educational context focused on on-line communication tools.

Keywords:

Social media tools, university branding, higher education marketing, digital marketing, student recruitment.