Wageningen University and Research

Work structurally on growth for Wageningen University and Research

An important growth engine for a university is a higher influx of students. Wageningen University and Research (WUR) and Branddoctors therefore took on the role of prospective students together. We unraveled how these students arrive at a choice of study and what their motives and barriers are for choosing Wageningen University or not. This formed the basis for a series of inspiring recruitment campaigns.

The result: growth!

The campaigns were specifically aimed at a number of courses of study, of which Wageningen University wanted to increase the intake. The results are impressive:

  • Molecular life sciences + 100% intake in 2 years
  • Landscape architecture + 50% inflow in 1 year
  • Plant sciences + 100% intake in 1 year
  • Tourism + 100% intake in 2 years

In addition to the above result, the campaign has had a positive effect on the image of Wageningen University. The successful campaign has since been extended to the Agrotechnology, Economy & Policy and Soil, Water, Atmosphere courses.

What can be learned from this:

  1. It starts with the will to understand your target audience very well. Not just for a while, but continuously looking for in-depth insight. From 2009, Wageningen University and Branddoctors have been working together in a series of processes. An ever-deeper understanding of the study choice process among the BSc, MSc and international target group was always central to these processes. Over the years, we have spoken to about 250 potential Dutch and international students in group discussions and online communities, and with each survey our understanding of the different target groups has increased. And we saw opportunities to actually fulfill their (latent) needs. The whole of projects together has become so much more than the sum of its parts.
  2. By actually acting on the found insights you can reach, fascinate and move that target group.
    The recruitment campaigns are built on the following core insights in the target group: Potential students know Wageningen University, but are not the first to think about it. So they often end up with interesting studies by others. To ensure that this is the right choice, they look for comparable courses. Initially, people want to study something that matches the subjects they are good at and the subjects they are interested in. Only in the second instance does it appear that the social relevance is an important plus of the Wageningen studies compared to comparable studies. In the recruitment campaign, Wageningen University helps potential students to bridge the interests of potential students and the programs of Wageningen University. We do this by constantly explaining the benefits of studying at Wageningen University compared to a comparable study program where they first ended up.
  3. One size does not fit all anymore - take advantage of the smart targeting options. 1 to 1 communication on a scale!
    The crux of these campaigns has always been to be able to address the right potential students with the right message, namely the plus compared to comparable courses that they are orientating on. The campaign message therefore varied per recipient, and specifically addressed the interests in certain school subjects, jobs and the plus that Wageningen offers over comparable studies that this student focused on. It is precisely this customization that has convinced many students.


    Want to know more?

    Make an appointment with Claire de Nerée to Babberich claire@branddoctors.com or via Ellen: +030.

Published on
to April 9, 2020

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Client
Partner, Strategist

Claire de Nerée to Babberich

“The collaboration with Branddoctors gives you an experience with the target group. In contrast to regular market research, their working method makes a real click with your target group and you gain in-depth insights that, if you translate them well, lead to growth. That is the strength of Branddoctors. ”

Edwin Kelhout, Online Media Manager & Head of Student Recruitment Wageningen University.

Strategist

Edwin Santbergen