Which should not be a surprise, but it seems worth repeating now and again. I recently sent out a questionnaire to our master students, asking them about the relative importance of the various ways we communicate we them. 239 students answered and an overwhelming 61% said that the university’s website was very important when they made their choice of studying at Lund. 52% said that the opinion of someone who had been at Lund was very important. Least important were exhibitions (8%) and brochures (10%). How can you action this? Well, the warm feeling is that the most important source of information, our website, is something we can improve and monitor with a relatively low investment of time and money (compared to brochures and exhibitions, for example). The importance of alumni is also shown here, investment in them – as ambassadors for our university – is clearly going to be of value.
Could we, for example, totally shut down brochure production and invest that money into the website? Well, that would be a brave step on the basis of these data and it has to be, at some level, valuable to have something printed to give away. What I can see, however, is that our Master’s Brochure on the web has had an extremely high number of views in the last two months and that some of these views are associated with users who went on to visit our programme pages and clicked ‘apply now’. A combination of the two mediums, web and print, gives us more insight into the success of a brochure and takes advantage of our primary marketing tool, the web.