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Call us nowA look at how schools, colleges, and universities can use TV, radio, and OOH to build trust and drive enrolments during the UK Back to School period.
The UK Back to School season is a key moment for educational institutions to boost visibility and build trust. TV, radio, and OOH offer the cut-through needed to reach families when decisions are being made.
The Back to School period in the UK marks a crucial moment for schools, colleges, and universities to reach prospective students and their families. Whether they're preparing for the start of primary school or weighing up sixth-form or university options, this is the time when decisions are made and visibility matters. For institutions looking to raise awareness and build trust, broadcast and outdoor media offer standout advantages. Used independently or as part of a well-planned multichannel campaign they deliver reach, credibility, and results.
In a crowded marketplace, television remains one of the most effective channels for educational messaging. Its ability to deliver emotionally resonant stories makes it especially powerful during the back to school period, when families are thinking seriously about the future. At this stage, they are seeking assurance, authority and a clear sense of quality. Television provides all three in a setting that is trusted and familiar. In fact, according to Thinkbox, 71 percent of UK parents consider television the most credible source for education-related content.
To build on this trust, creative should focus on storytelling that connects on a human level. Real student experiences, testimonials and messages from school staff help create a sense of authenticity. Emotional narratives supported by strong branding reinforce the values of the institution and keep it front of mind as families weigh their options. Scheduling plays a key role in this. Regional and local TV spots shown during early evening or weekend family programming are ideal for reaching household decision makers when they are most receptive.
Extending this approach into video on demand adds reach and flexibility. Platforms such as ITVX and All 4 allow schools, colleges and universities to appear in high-quality viewing environments while offering the ability to target audiences based on location, demographics or interests. This ensures the message lands with relevance, whether families are watching live or catching up on their own time.
Together, TV and VOD provide a powerful foundation for campaigns that aim to inspire confidence, build trust and drive action during a critical decision-making period. The combination of emotional storytelling, trusted environments and strategic targeting makes this a compelling space for any educational institution looking to boost awareness and engagement.
Radio remains a powerful tool for educational institutions to engage with families on a personal level. During the school term, listening habits are deeply embedded in daily routines. Parents and carers are tuned in during the morning school run, mid-morning errands and the evening commute, making radio a reliable way to stay present when education is already top of mind.
This consistency makes radio ideal for delivering frequent, familiar messaging in a trusted environment. Local and regional stations give schools and colleges the opportunity to connect within their own communities, often featuring presenters or formats that are already well known to listeners. Featuring the voice of a headteacher, student or alumni in your creative can add authenticity and establish a relatable tone that resonates with parents and students alike.
To maximise impact, keep radio creative warm, informative and conversational. Short scripts that highlight open days, enrolment deadlines or unique educational pathways can prompt immediate action. Repeating key messages at regular intervals builds recall and reinforces your presence across the local landscape, while aligning with other channels such as TV or OOH strengthens campaign consistency.
Radio supports emotional messaging while also serving a practical function. It complements visual channels by adding voice and personality to your institution, helping to guide families through their decision-making journey in a way that feels reassuring, local and familiar.
As families prepare for the new school term, out of home media plays a vital role in keeping educational messaging front and centre throughout their daily routines. Whether travelling to school, visiting retail parks or using public transport, parents and students are constantly moving through shared spaces where visibility matters.
Strategically placed outdoor formats allow institutions to reach audiences during key decision-making moments. Digital six-sheets near school catchments, university campuses and transport hubs provide high-frequency exposure in environments that are relevant and unmissable. These placements serve as daily reminders of upcoming deadlines or open events and help maintain brand familiarity through simple, memorable messaging.
To be effective, creative should be bold, direct and designed for clarity at a glance. Strong visuals, minimal text and a clearly presented call to action ensure the message lands quickly and with impact. Incorporating a QR code is a smart way to extend engagement, guiding families directly to landing pages where they can learn more or register interest. This creates a seamless bridge between physical presence and digital action, offering a convenient next step that fits into busy lives.
Out of home reinforces the emotional messages delivered by other media while adding frequency and reach in the real world. It is particularly effective when used alongside broadcast channels, creating a multi-touchpoint strategy that keeps your institution present across every part of the family’s daily journey.
The strength of TV, radio, and OOH lies not just in their individual effectiveness, but in how they work together. Television builds trust through storytelling. Radio amplifies those messages with regular reminders. OOH maintains constant, real-world visibility. When timed and executed strategically across the Back to School window, this multichannel mix gives educational institutions a proven way to drive awareness, engagement, and real outcomes.
You can talk to us about how to get your brand noticed on any media platform.
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