← The student decision journey
Research · Pain point
Attracting the right students — not just more students
Many European public universities cannot limit applications by nationality or quota — but they can shape who shows up.
Self-selecting applicants
Content as a filter for self-selection
Legacy
Promotional content that maximises top-of-funnel volume but produces mismatched applicants who drop out early.
UpperClass
Campaign briefs designed around honest, specific topics — housing, workload, city life — so the right students find you, and the wrong-fit students find out early.
What this means
- Fewer mismatched applications from students who aren't prepared for your reality.
- More committed, informed students who chose you knowing what to expect.
Sources: European public-university self-selection research