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| We recently revisited an interview with our Managing Director, Angela Wagstaff, where she had attended several university open days as a parent. At the time, she filled us in on her key takeaways on how the universities were engaging and interacting with potential students. |
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But what were the most important elements for her as a parent? |
As a parent, Angela made it clear that her primary concern was her daughter’s safety, as well as ensuring that she has a good university experience. This, of course, includes everything from university accommodation, to employment options within the local area to accompany her daughter’s studies. A parent wants to make sure that the transition into independent life is as simple, natural-feeling, and safe as possible for their child.
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| Angela said that what impressed her most were the universities that were well organised. “Ones which had clearly signposted campuses were easier to get to and slick registration processes were far more productive than those that were chaotic, resulting in aggravated parents and embarrassed children. The positive attitudes of the student ambassadors, who were clearly distinguishable in brightly coloured hoodies, definitely improved our perspective, especially when they elaborated by relating to their own experiences.” |
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Goodies galore... |
Naturally, there were some similarities between the universities. Angela noted that “all the universities gave away goodie bags,” but the difference came in how they were received. She noticed that a lot of the parents were focussed on the bag itself (possibly a generational sway towards the ‘bag for life’, and were comparing it to those from other universities they had visited. The students on the other hand were more interested in what was inside the bag. | 
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“One university gave away A5 notebooks, the excitement generated by the students over a standard item was unbelievable! Another university had staff hand out branded USBs and printed stress balls, which triggered engagement and conversation. Button badges were trending throughout most of the universities, with faculty and course information printed on them. These seemed to be very popular because they can be collected and also evoke a sense of belonging.”
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A different viewpoint |
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Angela, of course, has an in-depth understanding of promotional merchandise and its uses, however, attending open days as a parent helped her see it from a different point of view.
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“Freebies generate a buzz and that vibe is what made my daughter feel like she wanted to go to that specific university. Attending an open day made me see merchandise differently and how universities use it to engage with students. People were going to different tables to pick up a giveaway they wanted and would spend ages talking about the subject in matter. Pens weren’t so much of a big hit, but everyone loved big bowls of rock sweets and other edible giveaways, such as cakes, tea and coffee!”
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The best merchandise to sway the decision | |
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In terms of which promotional product was the greatest influencer, Angela thought that those who gave out brightly coloured or practical items seemed to create the most buzz and generate the most interest. Angela’s attention was “instantly drawn to brightly coloured products such as balloons, trolley coins, and Americano mugs with a quirky design – anything with a feel-good factor!”
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When discussing potential improvements for the open days, Angela said that she “would like to see more organisation, especially when it comes to registering, as it really sets the mood for the rest of the day. The universities with upbeat student ambassadors also really made an impression on me, so better student briefs too!”
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Both bright, useful promotional merchandise, as well as organisation are key to the success of university open days, in the eyes of parents.
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For some creative ideas, check out our recommendations page, or get in touch with our experts to source a merchandising solution perfect for your open days this year! |
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