Widening participation audiences are more important than ever in the climate we find ourselves in. With the higher education landscape constantly evolving, one thing remains certain – students crave community. A diverse cohort ensures every individual can find their place, and universities have a responsibility to create that welcoming, representative environment.
Across the sector, institutions are increasingly driven to build student bodies that reflect society and champion communities that have historically been underrepresented. To do that effectively, inclusive campaigns are essential – reaching audience pockets where they are, and in ways that feel authentic. And what better way to do that than through audio?
Meeting Students Where They Are
The power of audio is often underestimated in Higher Education marketing. When we talk about meeting audiences where they are, audio is unrivalled. Whether it’s in gaming environments, on Spotify, during commutes via digital radio, or within podcasts that align with personal passions – audio naturally integrates into students’ daily lives. It’s a medium that feels personal, trusted and familiar.
Targeting That Supports Widening Participation
Beyond its reach, the precision targeting offered by partners like Audio Ad Pro makes it a real asset for widening participation. Through postcode-level geo targeting, universities can focus spend on specific areas with lower HE participation – reaching those who might not otherwise engage with social or digital campaigns.
Combined with interest-based data overlays, campaigns can be tailored by course area or aspiration – whether that’s young creatives, future engineers, or aspiring healthcare professionals. For the first time, universities can deliver messages that speak directly to students’ interests – in the spaces they already inhabit.
Inspiring Early Awareness and Aspiration
Importantly, audio also provides a brand-safe, compliant environment that can reach under-16 and pre-application audiences, building early awareness and aspiration well before formal application stages. It’s storytelling at its most accessible – helping institutions plant the seed of possibility long before a student begins their UCAS journey.
Ultimately, widening participation is about more than numbers – it’s about representation, reach and resonance. Audio gives higher education marketers the ability to combine all three: connecting authentically, targeting precisely and inspiring inclusively.
In a world of fragmented attention, audio cuts through. It’s the sound of opportunity – and every university should be listening.
Start reaching the students who matter most. Contact us to explore targeted audio solutions.
