The Role of AI and VR in Higher Education Marketing
In the ever-evolving landscape of higher education marketing, staying ahead of the curve is
crucial. With prospective students becoming more tech-savvy, traditional marketing
strategies need a revamp. At Slate and Mortar, we’ve seen firsthand how video production,
virtual tours and virtual reality (VR) experiences can transform HE marketing.
The digital age demands dynamic and engaging content, and video production stands at the forefront of this shift. For higher education institutions, video offers a powerful medium to showcase campus life, academic programmes, and student experiences. According to a
recent survey by Wyzowl 87% of businesses use video as a marketing tool, and 92% of
marketers who use video say that it’s an important part of their marketing strategy.
Video content is uniquely suited to capturing the attention of prospective students, and with
the rise of YouTube, TikTok, and Instagram, these platforms have become ideal for busy
students researching potential universities; engaging visuals, compelling storytelling, and
authentic testimonials create an emotional connection, making the information more
memorable and impactful, vividly bringing a university campus to life.
A Glimpse Into Student Life
Videos showcase everything from dormitories and lecture halls to libraries and recreational
facilities and are an effective way to highlight specific academic programmes. Furthermore, a
virtual campus tour video that highlights the university’s unique architecture, state-of-the-art
facilities, and lush green spaces will significantly enhance a prospective student´s perception of that institution. Prospective students are often interested in detailed information about the courses they might take, so faculty interviews, classroom footage, and lab demonstrations can provide an in-depth look at the academic experience. For example, a video featuring interviews with academics and students from a specific department or school, combined with footage of innovative projects and research facilities, can give a comprehensive overview of what the programme has to offer.
As seen below, in the video that we produced for the University of Leeds, authentic student
testimonials are invaluable in the decision-making process for prospective students. Hearing
from current students about their experiences, challenges, and successes provides a
relatable perspective and can help prospective students find stories they connect with
personally.
Client: University of Leeds
Project: School of PCI
Our Expertise at Slate and Mortar
At Slate and Mortar, we specialise in creating high-quality video content that resonates with
prospective students. Our expertise in storytelling and production ensures that every video
we produce is not only visually stunning but also strategically crafted to engage and inform
the target audience. Producing high-quality video content requires a blend of creative vision
and technical expertise. Our team at Slate and Mortar utilises the latest equipment and
techniques to ensure superior production values; from pre-production planning and scripting
to filming and post-production editing, we meticulously manage every step to ensure the final product meets the highest standards.
Incorporating video content into higher education marketing strategies is not just about staying current it´s about leveraging a powerful medium to connect with prospective students on a deeper level. As seen below, in the video that we produced for the University of Hull, we’re dedicated to helping HE institutions harness the power of video to achieve their marketing goals, creating content that captivates, informs, and inspires.
Client: University of Hull
Project: Find Your Light
Integrating AI into Higher Education Marketing
As we look towards the future, artificial intelligence (AI) is revolutionising filmmaking and
video production. AI not only automates editing processes but also personalises content,
offering tailored experiences for viewers. At Slate and Mortar, we’ve already adopted AI to
enhance our filmmaking process, ensuring we produce content that resonates with our target audience. AI tools improve efficiency throughout the filmmaking process; from pre-
production planning, where AI can help with scriptwriting and shot planning, to post-
production, where it can handle colour correction, sound design, and special effects. This
increased efficiency allows filmmakers to focus more on creativity and less on repetitive
tasks, ultimately leading to higher-quality productions.
AI excels at analysing viewer data to personalise content. By examining metrics such as viewing habits, engagement rates, and demographic information, AI can tailor video content to meet the specific preferences of different audience segments. Therefore, prospective students interested in Engineering might receive videos highlighting lab facilities and technical projects, while those interested in the Arts might see content focused on studios and performances. AI´s ability to analyse large datasets also allows it to identify trends and patterns that can enhance storytelling. By understanding what resonates with viewers, filmmakers can craft narratives that are more engaging and impactful.
The potential of AI in filmmaking is vast and continually expanding. Future developments may include more sophisticated AI algorithms that can create entirely new forms of interactive and immersive content. As AI technology advances, we anticipate even greater integration into the filmmaking process, from concept development all the way through to final production.
While AI offers numerous benefits, it is also essential to consider the ethical implications. At
Slate and Mortar, we are committed to using AI responsibly, ensuring transparency in how
data is used and prioritising viewer privacy. Ethical AI practices not only build trust with our
audience but also ensure the long-term sustainability of AI-driven innovations in filmmaking.
The Evolution to Virtual Reality
While video content remains influential, VR technology has introduced a whole new
dimension to higher education marketing. Through VR headsets, prospective students can
now experience a typical day at university from a first-person perspective. They can attend
lectures, meet friends from around the globe, and explore the surrounding city, providing a
comprehensive view of what their life could be like. This immersive experience allows them
to clearly envision their next three years, aligning expectations and significantly influencing
their decision-making process. By simulating real-life scenarios, VR experiences help
students feel connected to the university environment, making their future at the institution
more tangible and appealing.
Virtual campus tours, on the other hand, focus on providing an overview of the university’s
space, activities, and courses without the need for a VR headset. These tours allow students
to explore campuses from anywhere in the world, breaking down geographic barriers.
Prospective students can navigate through dormitories, lecture halls, libraries, and
recreational facilities, gaining a thorough understanding of the campus layout and resources.
Interactive elements often enhance these tours, enabling users to click on hotspots to learn
more about specific buildings, facilities, or programmes. They can access detailed
descriptions, watch embedded videos, and participate in virtual Q&A sessions with
admissions officers or current students. The primary goal of virtual campus tours is to
educate prospective students about their options, helping them make informed decisions
about their future education.
Emotional Connection
Creating an emotional connection with prospective students is crucial in the decision-making
process. While it can sometimes be challenging to achieve this within a VR environment,
virtual tours and VR experiences allow students to feel their way around the campus in a
more personal and engaging way, thus fostering that essential emotional connection. For
instance, walking through a beautifully landscaped campus, you can create a sense of
belonging and excitement about the potential university experience, allowing the students to ‘place themselves there’.
As AI and VR technology continues to evolve, there are applications in higher education
marketing that will continue to expand. Future trends may include augmented reality (AR)
integrations, where prospective students can use their smartphones to enhance their
experience, or AI may be used to create hyper-personalised content and predictive analytics,
ensuring that marketing efforts are precisely tailored to the preferences and behaviours of
prospective students. Additionally, advancements in VR hardware will make the technology
more accessible and user-friendly for all, further cementing its role in HE marketing.
The adoption of AI and VR in higher education marketing represents a significant shift
towards more immersive and interactive student engagement. At Slate and Mortar, we are
committed to helping universities leverage this cutting-edge technology to create compelling and effective marketing strategies. By providing virtual tours that captivate and inform, we enable institutions to reach and resonate with a global audience.
Conclusion
In the ever-evolving landscape of higher education marketing, embracing new technologies
is no longer optional but essential. At Slate and Mortar, we´ve seen how video production, VR and AI can significantly enhance the way higher education institutions connect with prospective students. Through engaging content, universities can vividly showcase campus life, highlight academic programmes, and share authentic student experiences. These dynamic visuals not only capture attention but also create an emotional connection, making the information more memorable and impactful.
Staying informed about industry trends and statistics is crucial for effective marketing. With
85% of businesses using video as a marketing tool and the VR market expected to grow
significantly, it´s clear that these technologies are pivotal in today´s marketing strategies. By leveraging the power of video, VR, and AI, higher education institutions can create compelling, informative, and engaging content that stands out in a competitive landscape.
At Slate and Mortar, we are dedicated to helping universities harness these cutting-edge
technologies to achieve their marketing goals. Whether it´s through high-quality video
production, immersive VR tours, or AI-enhanced filmmaking, we strive to create content that
captivates, informs, and inspires.
For more information on how Slate and Mortar can elevate your higher education marketing
strategy, check out our portfolio and contact us today.
References
● Wyzowl, The State of Video Marketing 2023
● Statista, Virtual Reality (VR) – Statistics & Facts
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