This is a guest blog from Prospectus Plus, a digital alternative to traditional printed prospectuses in the higher education sector.
By Nathan Monk, Co-founder of Prospectus Plus
The Evolution of the University Prospectus: A Time Traveller’s Guide
If the university prospectus could time travel, where would it go? Imagine a printed brochure hopping into a DeLorean, whizzing back to the VHS era, then zooming into a future full of AI-driven personalisation and virtual campuses. That’s precisely what this journey is all about: exploring how the humble prospectus has evolved and where it might be headed next.
Past: The Steady Beacon of Print
For decades, the printed prospectus was a lighthouse for prospective students, guiding them through university choices with glossy pages and vivid images. These brochures were rich in information, heavy in physical weight, and filled with details on courses, student life, and alumni success stories. Until the early 2000s, little changed beyond colour photography replacing black and white and content updates reflecting the passing years.
The printed prospectus had a certain allure—a tangible guide, something students could flip through while dreaming of their future. It was the education sector’s equivalent of a romance novel, comforting and nostalgic, even if a little impractical in its bulkiness.
VHS Prospectuses: A Blast from the ’90s
In the mid-1990s, a bold experiment emerged: the VHS prospectus. Yes, you read that right. Some universities, like the University of Kent, dared to put their campus highlights on a tape and send it to potential students. Think of it as the precursor to YouTube campus tours—minus the skip button. It didn’t revolutionise student recruitment, mostly because VCRs weren’t ubiquitous, but it did plant an early seed for multimedia engagement.
Present: A World in Digital Flux
Fast forward to today, and the prospectus finds itself in a tug of war between tradition and innovation. Universities still print glossy brochures—some even condensing them into beautiful viewbooks—but if you took half of the lights away from a lighthouse, ships would hit rocks. The same can be said for these slimmed-down viewbooks; they lose their allure and, ultimately, their effectiveness. It feels like universities are clinging on to print for the sake of tradition, rather than genuinely considering what works best for prospective students. At the same time, universities also dabble in digital formats. PDFs, interactive online experiences, and personalised digital journeys all fight for attention, each offering something different.
Many institutions still rely on static PDFs, but it’s a bit like using a flip phone in the smartphone age. PDF prospectuses are clunky on mobiles and, often, not particularly accessible—even illegal if they don’t meet accessibility standards. The winners of today’s prospectus game are those that use technology to personalise and engage, offering prospective students only the most relevant information through intuitive, interactive platforms.
The Challenge of Personalisation
For those working in admissions and student recruitment, the challenge of personalisation is becoming increasingly clear. Prospective students have come to expect it. They’re used to the curated playlists of Spotify and the targeted suggestions of Netflix. One great example is Spotify Wrapped—a feature that has been copied by hundreds of companies because it is so beloved and firmly rooted in personalisation. Wrapped isn’t just about showing users their favourite songs; it’s about creating an engaging, reflective experience that feels highly personal and unique. It taps into the human love for storytelling, nostalgia, and self-discovery, making each user feel special by showcasing their personal journey through music.
Students want their university search to feel just as engaging and relevant—content tailored specifically to their interests and delivered in a way that feels uniquely theirs. They want to see themselves reflected in the content, to feel like their unique preferences and choices are understood and valued. The best digital prospectuses now ask students a few questions and respond by delivering a completely customised experience, often in the palm of their hand, which helps foster a deeper connection to the institution. By presenting information that feels directly relevant and meaningful, universities can capture attention and sustain it more effectively, turning curiosity into genuine interest.
For HELOA members, this shift presents both an opportunity and a challenge. Personalisation can significantly enhance student engagement, but implementing it effectively on flagship university websites is no easy task. The reasons for this are numerous: the sheer size of university websites, the multitude of stakeholders involved, and the fact that many teams are stretched too thin to do the job justice. Often, the technology stack simply isn’t up to the challenge, or the processes required to personalise content are overly complex and resource-intensive. For whatever reason, personalisation remains something that is talked about far more than it is actually implemented—and that is a problem, given the absolute demand for it. Admissions teams need to collaborate closely with marketing and IT to ensure that digital prospectuses not only capture attention but also convert it into meaningful connections.
The Future: Goodbye Nostalgia, Hello Innovation
So, where does the university prospectus go next on its time-travel journey? The future is digital, but it’s not just about moving from print to screen. It’s about reimagining how universities communicate with students in ways that are compelling, dynamic, and sustainable.
- AI-Driven Personalisation: Expect to see more AI tools that understand students before they do, suggesting courses based on academic history, career aspirations, or even hobbies. Think of it as a career counsellor, a personal tutor, and an advertising agency all rolled into one. For HELOA members, leveraging AI means admissions teams can focus on building genuine relationships rather than manually sifting through data.
- Interactive Virtual Worlds: Forget PDFs and websites; the future might see students exploring virtual campuses in gamified environments. Imagine logging in and getting a 3D tour, complete with clickable points that let you interact with current students or “experience” a lecture. This could be a game-changer for student recruitment, offering prospective students a chance to experience campus life in an immersive way—no travel required.
- Sustainable Storytelling: Sustainability is the watchword for the future, and printed prospectuses have a major eco-footprint. The move towards exclusively digital formats will reduce carbon emissions, aligning universities with the values of environmentally-conscious students. HELOA members can use this sustainability angle as a powerful selling point, showing prospective students that the university cares about the environment and is taking meaningful action.
Time to Leap into the Future
The evolution of the prospectus is a reminder of how much higher education marketing must evolve to stay relevant. For those in admissions and student recruitment, it’s about recognising that each student is unique and deserves a personalised journey that speaks to their aspirations and concerns. From weighty printed tomes to VHS tapes and now AI-curated digital experiences, the prospectus continues to morph with each generation’s needs.
So, here’s the question: is your university ready to embrace the future of the prospectus, or is it stuck somewhere between the pages of a glossy book and a VHS tape? The next chapter is waiting to be written—let’s make it interactive, personalised, and sustainable.
Write Your Future with Prospectus Plus
If you’re ready to explore how you can future-proof your prospectus strategy, why not start by joining the Prospectus Plus Braintrust? It’s a space for those in admissions and student recruitment to share insights and stay ahead of industry trends.
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