The higher education sector in the UK and Europe is embracing digital transformation in order to support their recruitment drives, increase reach and engagement and enhance student and alumni event experiences, according to global meetings and events technology provider, Cvent.
Cvent has various higher education clients in the UK and Europe including: Imperial College London and the London School of Economics.
During the pandemic, virtual open days have helped institutions across the UK and Europe engage with prospective students during lockdown restrictions. In the UK, the Universities and Colleges Admissions Service (UCAS) found that over half of respondents (59%), from its recent survey, had attended a virtual open day, with the majority saying they had taken part in one or two.
The University of Portsmouth shifted to virtual events during the pandemic, utilising Cvent’s Attendee Hub to support recruitment events for under 16’s, under-graduates and post-graduates. The technology helped the university to connect with students online; customise the user experience, support prospective students’ post-event and streamline processes across various departments. Overall, 16 events were hosted with 394 sessions, 9,376 registrants were recorded and 642 one-to-one appointments booked.
Patrick Smith (pictured), CMO, Cvent, said: “In recent years, higher education institutions have begun to embrace technology to drive efficiencies, increase student engagement, manage alumni events, and grow revenue for their departments and institutions. During the pandemic, higher education institutions relied on virtual and hybrid events to connect, engage, and interact with their various stakeholders.
“Cvent’s event marketing and management platform provides marketers and event organisers within the education sector with the tools they need to support critical recruitment drives, alumni donation efforts, and deliver more impactful meetings and events, whether they be virtual or in-person.”
Kate Dunstone, postgraduate and CPD recruitment manager, University of Portsmouth, commented: “By going virtual, we had the ability to reach more prospective students across time zones and more flexibility to offer more events during times that wouldn’t have been conducive for face-to-face. Our guests have shared that their virtual experience has exceeded their expectations, from the ability to connect via one-to-one appointments with course leaders to the ability to access the information after the event. This has been an absolute gold star for what we are trying to do from an attendee experience perspective.”