UCAS Extra isn’t just a second chance for students, it’s a moment for universities to demonstrate agility, commitment, and even empathy. After all, while unplaced students — those who missed out on receiving initial offers from their institutions of choice — might have a sense uncertainty about their future, they are still eager to learn and grow, to take this next step on their educational journey. By embracing the opportunity to engage with unplaced students during this crucial moment, you can positively shape their perception of your institution and — even better — ultimately influence their decision to apply to your university.
Five strategies to seize the moment
As an institution, your role during this pivotal process is to offer practical support and understanding to help ease students along on this new phase of their educational lives. With that in mind, here are five strategies you can rely on to build their confidence all while increasing applications to your institution:
1. Lead with empathy
Your messaging should acknowledge their current situation while offering practical help and strategies to move them forward. Avoid transactional language — focus on encouragement and guidance.
How to ease the way forward: Use personalised email templates that feel supportive and comforting in their language and tone.
2. Showcase fit and flexibility
Take care to highlight courses that align with student interests and offer a clear checklist of the next steps to be undertaken. If possible (and applicable), emphasise flexibility in entry requirements or start dates.
How to ease the way forward: Create dynamic landing pages that showcase currently available courses. Be sure to amend these pages as course availability changes.
3. Share real stories
Feature testimonials from students who joined through UCAS Extra and went on to thrive at your institution. These authentic voices build trust and reduce the anxiety of uncertainty.
How to ease the way forward: Lean on the content you already have by repurposing video clips or quotes from current students for your social and email campaigns.
4. Build a sense of community
Students navigating UCAS Extra often feel isolated. Foster a sense of belonging by creating a dedicated forum to help students connect with each other and build an authentic sense of community.
How to ease the way forward: Use engagement tools to host Q&A threads or polls that invite participation.
5. Plan beyond the offer
Think beyond the application process to provide the kind of content that helps students prepare for enrolment. Campus life guides, budgeting tips, and welcome resources are all savvy ways to build engagement.
How to ease the way forward: Automate post-offer workflows that deliver helpful content at exactly the right time.
Turn uncertainty into opportunity
UCAS Extra is a chance to show students that your institution cares about their future and their success. By combining empathy-led messaging with practical support, you can build trust, foster a sense of community, and ultimately turn interest into engagement by driving applications to your university.
Looking to ease the way forward with campaign calendars and proven tactics?
Download our From Click to Campus Toolkit for everything you need to re-engage with students during this phase of their educational journey.
