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From click to campus: Tapping into the power of the digital student journey

Successful student recruitment begins long before application day. As we explore in our newly published toolkit, “From click to campus: A digital journey checklist”, a student’s final choice of university is influenced by multiple factors, some large and some small. Indeed, this is a journey where every interaction — from a prospective student’s first visit to your website to their final acceptance of your offer — is an opportunity for communication and engagement. But as we set out in this new resource, fragmented systems and generic messaging mean that many universities miss these moments of connection and ultimately, the chance to convert engagement into enrolment.

Students on campus steps using laptops and devices, representing the connection between online engagement and in-person learning.

The challenge: understanding the four stages of the student journey

Our toolkit delves into this in finer detail, but this is a journey that — while unique to every student — can be divided into the following four distinct phases:

Discovery: First, prospective students become aware of your institution.

Consideration: Next, they evaluate how their needs fit with what your university offers.

Decision: Here, students look to your institution for support during the application process.

Conversion: This is where your role as an institution really comes into play, with communications that turn tentative offers into firm acceptances.

As such, admissions teams need to create the kind of personalised, timely, and relevant communications that speak to and engage with students, no matter where they are in their educational journey.

Why your efforts matter

Students interact with your institution across multiple touchpoints. But plainly put, the institutions that put thought and effort into creating a personalised communication experience — one that embraces the entire continuum of the student journey — gain a competitive edge, tangibly turning engagement into enrolment.

Turning the tentative into the tangible

With our From Click to Campus Toolkit, you’ll have all the practical knowledge you’ll need to make this happen, including:

A UCAS-aligned campaign calendar

Ready-to-use templates and checklists

Proven digital engagement strategies

Insights on leveraging Granicus Engagement Cloud to benefit your institution’s aims and goals

Creating a smooth digital student journey isn’t just about better technology. It’s also about making better connections. By adjusting your communications to match each stage of the journey, you can make sure every interaction adds value, builds trust, and brings prospective students closer to enrolment. Download the toolkit to see how a more connected, student-focused approach can help your institution turn interest into intent and intent into action.