Achieving ‘cut-through’ in a noisy market: Strategic guidance for engaging future undergraduate students
Abstract
In a highly saturated and competitive higher education marketplace, creating marketing content that achieves ‘cut-through’ has become essential in order to connect with prospective undergraduate students. This paper draws from industry trends and institutional practice to provide senior academic leaders and strategic marketers practical insights and a ‘how-to’ approach for developing authentic, effective and differentiated communication strategies. By examining global brand behaviour, sector exemplars and some of the tactics deployed by the University of Salford, the paper articulates a strategic framework for universities seeking to elevate engagement and resonance with Gen Z and emerging Gen Alpha cohorts. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
The full article is available to subscribers to the journal.
Author's Biography
Michelle Amos is Associate Director of Marketing and Digital at The University of Salford, where she leads strategic initiatives to enhance brand presence and digital engagement. With a career spanning both private and public sectors, Michelle brings a wealth of expertise in marketing, sales, and events management. Her marketing experience includes developing and implementing strategic plans, overseeing creative design, copywriting, and producing B2B and B2C collateral. She has successfully managed integrated advertising and promotional campaigns across traditional and digital platforms, as well as spearheaded website development and video production projects to strengthen organisational visibility. Michelle’s event management credentials cover national and international projects, delivering impactful experiences from both venue and organisational perspectives. In addition, she has a strong background in sales, having crafted effective strategies, delivered persuasive pitches, and managed tender applications. Her ability to secure commercial contracts and drive revenue growth reflects her commitment to achieving target-driven objectives while maintaining rigorous budget control. A member of the Chartered Institute of Marketing, Michelle combines creativity with analytical insight to deliver measurable results. Her leadership continues to shape innovative marketing solutions that support institutional goals and foster meaningful engagement across diverse audiences.
