Last week, our Group Account Directors, Sarah Artis and Sarah Irish, attended the Hashtag HigherEd conference in Lancaster – an event that brought together professionals from across the higher education sector to share ideas, challenges, and fresh thinking on how we communicate with students and their families.
Parents as Key Decision-Makers
One standout insight came from Helen Bower at the University of Northumbria, who pointed to a shift in how parents are positioned within the recruitment process. Parents are no longer just influencers in students’ university decisions – they are now the key customers. This was echoed in the Parent Power session led by Unifrog, which explored how universities can better engage with these key decision-makers.
As Sarah Artis reflected,
“It was a ringing endorsement for our narrative on multi-audience planning. We can’t just assume students are the only ones tuning in – parents are more invested than ever and expect clear, considered communication.”
Innovation, Trust, and Digital Engagement
Seb Gordon’s Finding Balance session emphasised how universities must do more to communicate their value. In a time when trust in these institutions can be fragile, he argued that universities should take the lead in offering a space for honest debate and presenting a range of perspectives.
Innovation was another recurring theme, especially in digital engagement. Kyle Campbell shared an eye-catching example from University of Staffordshire, which is developing a virtual campus tour built within the popular online game Fortnite. It’s an inventive way to reach prospective students on platforms they’re already using, offering a new model for interaction beyond traditional open days and prospectuses.
Meanwhile, Jack Smith’s talk on The Future of Digital Storytelling offered a creative lens on content creation. He spoke about how writing screenplays in his spare time – what he jokingly called “cheating on his job” – helps him stay connected to the art of narrative in this digital age. His approach reminded us of the value of side projects and creative freedom in sharpening professional storytelling.
Bringing Place to Life – and Taking Ideas Forward
There were also timely conversations about how universities can better bring their location to life – especially for international students making decisions from afar. With the growing importance of virtual outreach, authenticity and a strong sense of place are more important than ever.
In addition to the thought-provoking sessions, Sarah and Sarah enjoyed some lively taxi chats with other delegates, exchanging ideas and experiences on the way to and from the venue. And of course, they were charmed by Lancaster itself – lovely backdrop to a fantastic event.
The event offered plenty of food for thought, and we’re excited to bring these insights into our work. At Hunterlodge, we’re passionate about helping universities deliver clear and impactful messaging—whether that’s by reaching new audiences, building trust, or finding innovative ways to tell their story.
If you’re looking to refresh your approach, then get in touch kim.mclellan@hunterlodge.co.uk