OUR GOLDEN THREAD & CONTENT PILLARS

Before we create any posts, we need to make sure each post feeds into our golden thread and content pillars. If a post doesn't factor these in, it doesn't get posted until it does!

Our Golden Thread

At QA Higher Education, we're all about powering potential. This means we're focused on ensuring our students, staff, and partners reach their full potential.

All posts need to showcase how we're doing this. Examples include how a course can support a students future career, how events happening on campus are supporting the student community and well-being and how agent event recaps which showcase the successful partnerships QAHE has with our partners and agents.

Content Pillars

We have 4 content pillars that fuel the content we post onto our social media channels, which also reflect the marketing goals of other teams and wider-business objectives.

Whenever you're creating a post, make sure you're always seeing which content pillar that post will fit within. If you cannot easily fit your post into a content pillar, it means you'll need to re-work the post or create a new idea.

You'll also find that posts can fit into more than one pillar, and this is good! One post doesn't mean it has to match only 1 content pillar!

Educational

Posts that filter into this pillar aim to inform and educate about QA Higher Education, our activities, services and university life. These posts can be targetted towards prospective students, current students, staff, partners, agents, etc. A few examples include:

  • Course information
  • Details on student support services, how to access them, etc
  • Answering FAQ's, around English testing, admissions processes, etc.
  • Information on job markets and which courses equip students with these skills
  • Adapting to life in the UK/uni life
  • Study tips
  • How we work with agents, successes we've achieved, etc.
  • Events that happen on campus, and activities the student support teams do to help students both in and out the classroom
  • The credentials and background activities of academics and faculty
  • Testimonials showcasing the benefits of studying with us and our partners

Inspirational

These posts aim to inspire students, staff and partners. You can achieve this in many different ways:

  • Inspiring new students to study with us or current students to progress with us.
  • Inspire students who may be struggling to see the light at the end of the tunnel with tips, graduation posts, reminders what they're working towards
  • Testimonials of success stories from current students, alumni, staff
  • Recaps of agent visits, inspiring future agents and/or partners to work with us by seeing our successful recruitment efforts
  • Personal and academic development available to students through courses and faculty support
  • Study tips from ACE teams or tips tailored towards specific times of years

Community

With this pillar, we aim to showcase the amazing community we've built with our students and staff, across our campuses and different business efforts. A few examples include:

  • Shots like this one showing what the business development team happy after an event
  • On-campus events that students either host. For example when students danced for the Hindu festival Navratti
  • On-campus events hosted by student services, including freshers, welcomes days, Christmas days which include competitions, music, snacks, etc.
  • Graduation ceremonies
  • The events that different teams attend discussing how we've broken through gender stereotypes, agent conferences (and the after-parties!) which showcase agent relationship development, and the brilliant relationship between us and them
  • Student award ceremonies
  • Testimonials sharing the fun side of uni, what the community is like, their favourite part about it, etc

Promotional

These posts aim to promote a feature or product from QA Higher Education and partners. These posts often include something from the below:

  • Reflect the campaign activity from the student recruitment marketing team, from one-off supporting posts to longer-term campaigns that run alongside their paid activity
  • Pushing specific courses or pathways, either inline with business requirements/requests or with our regular course-push posts
  • Promoting new courses available through partnerships
  • Sharing information around the different pathways available
  • Showcasing the success of different partnerships with universities or agents to promote new universities or agents to work with us
  • Event recaps, specifically highlighting courses pushed with a call to action to get in touch for more info on how to apply for that course
  • Intake pushes