In the beginning…
Recognising the shift towards digital content consumption, the International Marketing Team aim was to create an authentic, student-led podcast providing genuine insights into life as an international student at York. The project’s core objectives were varied: to offer authentic student perspectives, engage through accessible content, expand digital outreach, and boost engagement with international applicants and offer-holders. Dania Erakovic-Ward from the International Marketing Team notes, “We wanted to provide something more than just brochures and web pages. We wanted to give potential students a real feel for York.”
The podcast launched in January, 2024, featuring student ambassadors as hosts and guests. Promotional efforts, including targeted emails and social media campaigns, yielded rapid results. “We were thrilled to see over 100 plays in the first few days,” remarks Dania. “It showed us there was a real appetite for this kind of content.” The initial reach spanned 25 countries, demonstrating the podcast’s global appeal.
Growth & Continued Success
Following the success of Season 1, Season 2, is set to launch in February 2025 and will dive deeper into student life, bringing you amazing stories from alumni and campus societies. Key performance indicators confirmed the podcast’s impact: over 1,200 plays, 101 hours of content consumed, and a growing Spotify follower base. “The numbers speak for themselves,” states Dania. “We’ve created a valuable resource that resonates with our target audience.”
Support from the Creativity Lab
The Creativity Lab was instrumental in the podcast’s success, providing crucial training and technical support. “Without the Creativity Lab, producing high-quality content would have been incredibly difficult,” Dania explained. “They provided the tools and expertise we needed.” The Lab’s assistance with remote recordings, especially for international alumni guests, was particularly valuable. “Setting up Zoom recordings for our alumni in Peru and Italy was seamless thanks to their support,”.
Impact & Outcomes
The “Hey, York!” podcast delivered tangible results, not solely as an effective recruitment and conversion strategy but significantly enhancing student ambassador engagement and team development. Ambassadors gained valuable real-world media experience, with one noting, “Being a podcast host has been an amazing experience.” The team also reported increased creativity and improved marketing strategies, exemplified by Dania’s comment, “We’ve all learned so much about podcasting.” Ultimately, the podcast proved a powerful tool for engaging prospective international students, highlighting the effectiveness of student-generated content and the value of multimedia tools and facilities offered by the Creativity Lab.
Listen to Hey, York! on Spotify and Apple or get started on your own podcast journey