Education marketers: using humour to get results
By Sharon Aschaiek | May 9, 2018
Photo by Priscilla du Preez
If this past Sunday felt especially joyful to you, you may have been feeling the good vibes of World Laughter Day. The day was established 20 years ago in India by Madan Kataria, the founder of Laughter Yoga – two of my favourite things!
As Madan understood and science has confirmed, laughter is essential to wellbeing. A recent Forbes article explains how laughter releases endorphins – our body’s feel-good chemicals – strengthens our social bonds and increases brain connections.
Humour in education marketing: pros and cons
Humour can be a useful tool to helping higher education institutions connect with prospective students. A recent Inside Higher Ed article, If You Make Them Laugh, Will They Apply? explains the main pros and cons of using humour in university or college marketing. The experts interviewed said on the plus side, recruitment materials that tap the funny bone help attract the attention of teens and their parents, which is key, given how intensely competitive this space is. Plus, humorous recruitment materials are more sharable, which can help further spread the word about your school.
On the other hand, there is a risk of using humour that falls flat or offends, especially if cultural references aren’t obvious. Such missteps can be common given that those thinking up the humour are usually a couple of decades older than their target audience. As well, each school has to consider whether a humorous approach is authentic to their brand. As the article states, if your school is planning to use humour, extensively test the messaging.
Recruitment ads bring the funny
The article highlights a quirky letter to prospective students by Macalester College, a private liberal arts college in Minnesota, which mentions that among the things available at the school are “indoor plumbing” and “true love.” The school also created a video in which president Brian Rosenberg pokes fun at himself while giving a tour of the campus.
This video by the University of Lincoln, a public university in England, explains what it has that prestigious Oxford University doesn’t, such as courses in ghost detection, sandwich inspection and dog repair, plus many, many swans.
However, Oxford also knows a thing or two about being funny. The university won the 2017 Kira Award for Best Higher Education Recruitment Video for its humorous recruitment ad geared to international students.
It’s clear that when done correctly, humorous marketing materials can give a university or college a competitive edge. What’s your take?
Weekly Blog Posts Sign-up:
Higher Ed Communications News, Views and How-to’s