WUR hopes to attract students with a commercial in the cinema. Still from YouTube video During the fall break, a WUR promotional film will be shown for two weeks before youth films in Dutch cinemas. With the video, WUR wants to reach prospective students to reverse the trend of declining student numbers.
From Thursday, October 9, through Wednesday, October 22, a promotional film for WUR will be shown in 113 cinemas in the Netherlands between other cinema advertisements. This is a step taken by the marketing department to show young prospective students what Wageningen has to offer. ‘The idea is that we will reach 81,000 visitors with this’, says marketing manager Desirée Meijer. ‘Preferably students in the third or fourth year of pre-university education.’
The influx of new bachelor’s students at WUR has been declining for years, and the number of pre-registrations from new students this year is even 10 percent lower than last year. On the one hand, this is because the number of students leaving secondary school with a pre-university diploma is declining. On the other hand, more and more other universities are offering programs in ‘the Wageningen domain’. Meijer: ‘Competition is increasing. We have to look for out-of-the-box ways to reach prospective students.’
Kapow
The approximately one-minute video aims to show a multifaceted image of WUR, including harvest robots, lab work, and outdoor practicals. A female voice-over says: ‘We are looking for people who are as crazy about life as we are: students full of life. They may not have the know-how yet, but they have the kapow to make a difference.’
With this marketing video, WUR introduces the ‘Full of life’ campaign slogan.
Translation using DeepL.
