Masterclass in Bad Uni Branding
OPINION: How Aotearoa’s universities are scaring off their prospective students through enrolment campaigns…
Aotearoa’s universities are failing to capture students’ attention with outdated marketing strategies which lack any real personality. From uninspired slogans to colour palettes that could induce headaches, it’s no surprise enrolments are plummeting. Between 2019 and 2023, top institutions like the University of Auckland and University of Waikato saw massive drops. Meanwhile, only two universities — Canterbury and Lincoln — are seeing growth. So, what’s the secret to their success?
The below student enrolment statistics are from 2019 to 2023.
The University of Auckland
Down 18.10% (Down 7,811 students)
As New Zealand’s largest university, Auckland should be leading the way in enrolment marketing. Instead, it took me over an hour to even figure out they had none. I suppose this is an easy way to cut some costs.
When prospective students come to look at the UoA website, they are led to an uninspired stock-photo layout that looks like had its last refreshed in 2012. The beige personality is probably what led this university to lose the highest percentage of student enrolments between 2019 and 2023, with an 18.10% decrease.
When your marketing feels like an afterthought, students start treating you like one too.
Massey University
Down 12.66% (3,859 students)
For a university renowned for their Design School, they sure don’t showcase it in their own marketing. Their slogan “Here for what’s next!” feels like a placeholder — like they couldn’t think of anything that actually meant something.
Prospective students already know what’s next — more cuts! When a university stops investing in its own future, students stop seeing it as part of theirs.
It’s not just their branding that feels half-hearted — their entire academic offering is shrinking. Budget cuts have forced students to either compromise on their degrees or look elsewhere. Universities rely on the perception of stability. If they start hacking away at their own curriculum, it sends a message that it’s in survival mode.
No student wants to gamble their future on an institution that doesn’t seem sure of its own.
The University of Waikato
Down 12.31% (1,477 students)
The University of Waikato’s enrolment slogan, “For the People”, is catchy. But only in a vague, feel-good charity mission way. They are leaning on humanising the university’s brand to present themselves as relatable, community-driven and student focused. The issue here is that Waikato hasn’t done the work to make that message feel authentic. Right now, it’s more like a vague promise than a compelling reason to enrol.
Perhaps it would be better if the slogan was followed by what the university is doing for the people, that other unis aren’t. Sure, they’ve got scholarships, internship opportunities, and a broad range of subjects — but so does every uni.
If anything, they should change their slogan to “For the people who haven’t found a better option yet.”
Auckland University of Technology
Down 10.37% (3,017 students)
AUT’s marketing suffers from a severe identity crisis. Are they modern? Are they edgy? Are they trying to give me a stroke with their crazy colour palette?
The excessive overuse of their enrolment slogan “Find Your Greatness” makes me feel less like a prospective student and more like I’m trapped in a self-help seminar. And honestly? It’s hard to “Find my greatness” when I can’t even find a clear course page through the neon chaos and pixelated images of their enrolment marketing.
Listen AUT, I get you’re in the top 1% of universities worldwide — it’s the only consistent message I can find on your enrolment promos — but you aren’t exempt from poor design choices.
Victoria University
Down 8.2% (1,837 students)
Victoria University use Wellington city like a rich boyfriend – his house is better than his personality. Their marketing seems to be more about the joys of Wellington living, rather than the university itself. And hey, that’s just not fair to use a city like that.
Their website is functional but about as inviting as a government portal. Their promotional photos have all the authenticity of a stock image pack titled "Diverse Young People Smiling". And their slogan, “Start your Story”, feels like it was taken straight from my 2016 Pinterest inspirational quote board.
The “student life” section is particularly tragic. Just clusters of students awkwardly grinning at each other in a smile-or-the-photographer-will-shoot kind of way. The result? An 8.2% enrolment drop. Maybe students decided they’d rather start their stories somewhere else.
The University of Otago
Down 0.18% (38 students)
Otago is famous for its student culture, but you wouldn’t know that from their marketing. They lean heavily on their scenic campus. Which, sure, is stunning — but where’s Castle Street? Where’s the day drinking? Where are the burning couches? I think we know why students choose to go to Otago, and it’s not because of the maple trees in the Octagon.
Their slogan, “Down for it?”, makes a lot of sense. But if it were more honest, it would read: “Down for a BYO at 6, toga party by 10, couch fire by midnight?”
Otago’s enrolment numbers have stayed relatively stable. While their marketing might not be groundbreaking, its emphasis on the scenic campus and historical buildings romanticises student life and the idea of coming of age in Dunedin. Otago might not have the most exciting marketing strategy, but their reputation does most of the work for them.
University of Canterbury
Up 32.61% (5,990 students)
Canterbury University’s design team seems to have made an unspoken pact with the colour red. And you know what? I respect the hustle. Why stop at a little bit of red when they can drown all their marketing promos in it? I bet it’s even in the air you breathe when you walk around campus.
After their enrolments dropped significantly after the 2010 earthquakes, the university went through a ‘rebirth’ with new facilities, infrastructure, and student support. Their modern and revitalised university image brought in new students by adapting and marketing their transformation.
It’s not clear if they have a slogan. But perhaps this is a strategic move, as every other uni’s slogan has felt cringey, ingenuine, or downright untrue. Most of all, their branding is bold, consistent, and most importantly cohesive. Their obsession with the colour red might be excessive, but at least they commit to one colour (cough, cough, AUT).
Lincoln University
Up 36.68% (1,212 students)
Lincoln has seen the highest enrolment increase out of all of Aotearoa’s universities. Unlike larger universities which are trying to appeal to everyone, Lincoln is owning its niche: Agriculture, environmental science and sustainability. By leaning into its strengths rather than competing on general education, Lincoln positions itself as the go-to university for students interested in land-based industries.
Their slogan, “Start shaping tomorrow, today”, might not be groundbreaking, but it keeps things simple and effective. Their website colour choice is mostly white, with hints of a trendy cobalt blue. The first photos are of agriculture landscape, rather than random students staring down at you. They are really going for practical, no-frills marketing, and it’s working. Lincoln is appealing to students who value clarity over hype — unpixellated images and all!