The open day has long been one of higher education’s biggest conversion moments, a chance to make the campus, courses, and community real.
But what happens next?
Because for many students, the excitement fades fast. They return home, the leaflets get tucked away, and the sense of connection blurs.
Our Gen Z Careers Report reveals why: over half of students say they don’t have a career role model, and only 38% of those on free school meals feel they have someone to talk to about their future. When that support network disappears, so does the confidence to keep exploring.
If open days spark interest, universities need to nurture it into intention, that quiet certainty that says, “I can see myself here.”
Here’s how.
1. Keep the conversation going, early and often
Action: Plan a structured post-event engagement journey that starts within 48 hours of the open day. Send a short thank-you message that doesn’t just recap logistics but continues the story e.g., “Here’s what students studying your subject say surprised them most.”
Why it matters: Students make decisions emotionally first and rationally second. Quick, authentic follow-up helps you stay top-of-mind while they’re still picturing themselves on campus. A delay, on the other hand, lets the moment cool.
2. Show belonging through authentic voices
Action: Replace the traditional post-event brochure with short, student-led stories 30-second clips or Q&As where current undergrads talk about settling in, support, and what they wish they’d known.
Why it matters: Over half of Gen Z lack a role model who’s achieved a career they admire. Authentic, peer-level storytelling fills that gap far better than marketing copy can. Seeing someone “like me” builds belief faster than any slogan.
3. Personalise the next step
Action: Segment follow-up by subject interest and send content that mirrors what they explored on the day, such as an on-demand lecture, a virtual lab, or a student project.
Why it matters: Personalisation drives conversion because it reduces cognitive load. Students don’t want to re-search what they already liked; they want help imagining the next step. Subject-level follow-up keeps relevance high and attrition low.
4. Make reflection easy
Action: Offer a simple digital tool or checklist that helps students reflect on their visit, what excited them, what worried them, and what to research next.
Why it matters: Many young people are overwhelmed by decision pressure. Reflection tools shift them from anxiety to agency, turning open-day impressions into self-driven action. That psychological ownership is what converts curiosity into commitment.
5. Focus on confidence, not just conversion
Action: Audit your comms: does every touchpoint help students feel capable of applying, not just convinced? Use reassuring language, show clear routes to support, and highlight relatable success stories.
Why it matters: As our data shows, confidence is the currency of decision-making. Students need not just information but affirmation that they can succeed.
The takeaway
Open days still matter, but without a meaningful follow-up journey, they risk becoming isolated moments of inspiration. The universities that stand out in 2026 will attract attention and sustain it, turning fleeting interest into lasting intention through visibility, relevance, and confidence.
