Fewer students, more competition: how do you strengthen the position of your educational institution?

The number of 18-year-olds in the Netherlands is declining. For educational institutions, this means fishing in a smaller pond, with more competition for the same students. So how do you ensure that your institution still stands out and attracts the right students?

Imagine: two comparable HBO (higher professional education) programs, both highly rated, both located in reasonably accessible locations. A prospective student visits both open days. One institution has an outdated website, a generic brochure, and a tour that feels like a factory visit. The other has a personal story, authentic student videos, and an employee who addresses the future student by name. Which one does that student choose?

That is no coincidence. That is branding.

The numbers don't lie

The Ministry of Education predicts that the number of students will increase by the next ten years. falls almost 10 percent furtherThe demographic decline has been visible for years: there are simply fewer 18-year-olds. At the same time, the number of educational institutions remains virtually unchanged. Consequently, competition for the same students is increasing.

Universities are responding with intensive branding investments. Secondary schools are expanding their curricula with additional profiles and specializations to become more attractive. Thus, we see that institutions, from universities to secondary schools, are increasingly actively focusing on strengthening their image to compensate for declining enrollment.

But branding is more than a beautiful campaign. It starts with the question: who are we, and why would a student choose us?

Branding is not a trick, it is a strategy

Sometimes communication is still treated as an afterthought. The website is updated when there is time. The social media channels are managed by an intern. And the open day looks the same every year.

Whereas the prospective student grew up digitally and compares your institution to three alternatives within five minutes—on TikTok, on Google, based on what former students say on Studiekeuzegids—the impression your institution makes in those first five minutes is decisive.

A strong brand position helps you on multiple fronts:

• You attract students who truly fit your institution, which reduces dropout rates.
• You build a loyal community of alumni who act as ambassadors.
• You become more recognizable in a crowded market of study programs and institutions.
• You make it easier to attract talented teachers and staff.

Authenticity triumphs over perfection

Young people see right through slick PR. They want to know what it is really like to study at your institution. Not the most beautiful photos of the campus, but the honest story of a first-year student struggling with the transition from high school to higher professional education. Not the marketing text about 'excellent guidance', but a lecturer who explains why he enjoys standing in front of the class every day.

Educational institutions that invest in authentic content see that this type of content performs significantly better than traditional advertising. Examples include student vlogs, Q&As with teachers, mini-documentaries about internships, and so on. The reason is simple: recognition and trust.

That trust is not only relevant to the student themselves. Parents play a major role in their children's choice of study. Who are the teachers? How large are the classes? What are the opportunities on the job market afterwards? Institutions that actively involve parents in their communication strategy build a broader support base for their brand. They do this through, among other things, parent evenings, targeted email communication, or even parent ambassadors.

From recruitment to retention: the student journey does not stop at enrollment

A common mistake: all energy goes into attracting new students, after which communication grinds to a halt following enrollment. Yet the experience of existing students is the strongest marketing tool you have.

A satisfied student who shares their story on social media reaches more potential prospective students than any campaign. Conversely, a negative review on Studiekeuzegids or a viral TikTok about poor guidance can damage your reputation in a way that an expensive advertising budget does not compensate for.

Therefore, also invest in communication with existing students. Ensure they feel seen and heard. Make them ambassadors for your institution. This starts with good onboarding, but does not end with the introduction week.

How to strengthen the position of your educational institution: 5 practical steps

1. Formulate a clear brand profileWho are you as an institution? What makes you different from the institution ten kilometers away? Answering that question sharply sounds simpler than it is. Start there.
2. Use students as ambassadorsGive them a platform. Their own Instagram account, a YouTube channel, space on the website. Authentic student stories are your strongest recruitment tool.
3. Make parents part of your strategyActively inform them, involve them in open days, and communicate about what your institution does to guide students. A parent who has confidence is a parent who encourages their child to choose your institution.
4. Think of the entire student journeyFrom initial orientation to graduation. Each phase requires different communication. Map out that journey and ensure the right message is ready at every moment.
5. Measure what you doHow many registrations come through which channel? What is the progression rate after the first year? Data helps you understand what works and where you are wasting energy.

The right people make the difference

A strong brand strategy requires more than a good idea. It requires communication professionals who understand how young people communicate, who can read data and translate it into human stories, and who know how to position an institution in a competitive market.

Babbage helps educational institutions find the right communication and marketing professionals: temporary if that fits, fixed if that is better, or if project-based support at a strategic level.

Curious what Babbage can mean for your educational institution? Feel free to contact us. We are happy to think along with you.