Mature Student Survival Guide.
Mature students face a number of unique challenges when entering higher education.
The Mature Student Survival Guide was created to support a multi-channel marketing drive targeting prospective students over 25. The guide will be delivered as part of an email marketing campaign after leads have moved into the active contemplation stage of the decision-making pipeline.
The project came out of focus group work with UKCBC’s mature students. During the roundtable discussions, we discovered our student’s biggest concerns - we used this information as the basis for content (this information also provided what would become the marketing team’s Audience Profile doc, which informed strategy for 2019/2020 campaigns and beyond).
The title reference Max Brooks’ guide to surviving the zombie apocalypse (and became the first in a series of UKCBC branded documents under the title), humorously implying that over 25s may be eaten alive by their younger peers. We included a Hitchhiker's Guide reference (“Don’t Panic”) on the back cover for balance.
The copy tone used blended the educated older sibling (identifiable, trustworthy, approachable) with plain ol’ facts and figures highlighting the numerous benefits of obtaining an undergraduate qualification.
