Smart segmentation is one of the most powerful ways you as a university can personalise your marketing and maximise conversion rates. We know that students expect more personalisation than ever - as well as the rise of AI setting an expectation of super-rapid responses. How do we balance the two?!
Below is a practical guide to audience segmentation, based on the data available to you in your University Dashboard, including how to segment prospective students and the best-fit tactics for each group.
What is audience segmentation?
But first, for the seats at the back! What is audience segmentation, you might be asking? When you or your marketing team write an email that will be sent to your prospective students, you all know that to some of those students it will seem extremely relevant, and to others, it might not hit the mark. Your audience is often huge, and unwieldy. One way that you can make communications more relevant to more people is by effectively carving your audience into smaller chunks, each chunk with shared needs, behaviours, or characteristics.
For your prospects - a simple example might be international and domestic. These two large segments have very different needs, timelines, and tasks they need to complete before joining you. The email comms that go to each might be similar in many ways, but also hold key differences relevant to each group.
An example segmentation framework for higher ed
Here are the most effective ways universities typically segment their prospective students:
Segment Type | Example Criteria | Why? |
Stage in the journey | Gathering info → Comparing options → Narrowing options → Preparing to apply → Applied → Admitted | Enables tailored messaging for where prospects are, both emotionally and practically. |
Level of study | Undergraduate/Bachelor, Postgraduate/Graduate, Online, Foundation, PhD/Doctorate | Different motivations, timelines, and decision criteria. |
Geography | Domestic vs. International; region-specific | Impacts visa info, entry requirements, and cultural messaging. |
Academic interest | Course, faculty, or subject area | Connect prospects with relevant Ambassadors, events, and content. |
Motivation or intent | Career-driven, research-focused, campus experience seekers | Allows you to speak directly to their “why.” |
Engagement level | Visited website, attended an event, chatted with an Ambassador on Unibuddy | Helps prioritise 'warm leads' and tailor follow-ups based on actions. |
You'll notice that a lot of this information - stage in the journey, level of study, geography, academic interest, some engagement criteria - are all at your fingertips within your University Dashboard.
Marketing Tactics by Segment
1. By Stage in Journey
Gathering Info:
Run social ads with authentic student voices or Unibuddy ambassador stories.
Share “Day in the Life” content and campus experience videos.
Comparing Options/Narrowing Options:
Send personalised emails with a “Chat to a student on your course" CTA linking to your Chat platform.
Invite to webinars and AMAs with Student and Staff Ambassadors.
Applied/Admitted:
Offer 1:1 Ambassador chats for reassurance.
Use Unibuddy Community to connect offer holders with current students from their region or course.
2. By Level of Study
Undergraduate/Bachelor:
Focus on lifestyle content, student stories, and first-year support.
Use TikTok, Instagram, and embed Unibuddy Chat traffic drivers on course pages.
Postgraduate/Graduate:
Lead with employability outcomes and academic expertise.
Use LinkedIn, webinars, and course-specific landing pages, maybe even with a Course Buddy Platform.
3. By Geography
Domestic students:
Highlight campus life, extracurricular activities, and affordability via your Ambassador-generated Content.
Use SMS reminders, local open days, and student vlogs.
International students:
Address visa, accommodation, and cultural questions via your Unibuddy Chat Content tab, or create a custom Ambassador filter to highlight international experiences such as an "Ask me About..." filter - with options such as Finding housing, Visa queries, International Student societies, etc.
Use region-specific Ambassador popcards on relevant web pages and translated landing pages.
Promote live Q&A events or Instagram Lives in relevant time zones.
4. By Subject Interest
Create micro-journeys per faculty or course cluster - such as a nurture email campaign featuring Ambassadors studying in the faculty, Content themed around the course cluster, and links to open days.
Embed Unibuddy traffic drivers on course pages and include links to Ambassador profiles in your course-specific email comms.
Share alumni success stories or research highlights per discipline.
5. By Engagement Level
Cold leads: Awareness content and light-touch social ads.
Warm leads (visited site or signed up): Personalised follow-up email with relevant Ambassador or Staff profile link.
Hot leads (chatted with an Ambassador or attended open event): Nurture via offer-holder email series and Ambassador or Staff follow-up.