← 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

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