The Prism Report

What Students Really Want from University Recruitment Fairs

We’ve partnered with UCAS to dig into how students engage with universities before, during, and after the UCAS Discovery events.

Read the Prism Report →

The Prism Report is built on over 330 student touchpoints, including on-the-day surveys, follow-up questionnaires, and in-depth interviews. The findings reveal not just what works, but also why many traditional approaches are losing impact.

Three Principles for Impact

From hundreds of conversations and survey responses, three themes consistently rose to the top. They reveal what really resonates with prospective students, and where universities can make the biggest gains in engagement. These aren’t abstract marketing trends – they’re backed by hard data from the Prism Report and show how small changes in focus can deliver a big impact.

An event representative wearing a red UA92 shirt and lanyard interacts with an attendee dressed in a white T-shirt and backpack. The backdrop includes a bright pink display with bold text reading ‘Bring Your Ambition. Unlock Your Greatness,’ promoting UA92’s offerings in sport, media, business, and digital courses. Taken from the Prism Report by Prospectus Plus.

A young man wearing glasses and a beige hoodie with a name tag reading ‘Morgan’ engages with a woman at an event. He holds a prospectus from the University of Hull, while the woman, carrying a yellow tote bag, listens attentively. Educational posters are visible in the background. Taken from the Prism Report by Prospectus Plus.

1. The Power of Advisers

96% of students rated their interactions with university advisers as good or excellent. Face-to-face, personalised conversations consistently outperformed brochures, websites, and promotional freebies. Universities that equip advisers with detailed, up-to-date, and relevant resources will see better outcomes at every stage of the recruitment journey.

2. The Impact of Meaningful Giveaways

Prospectuses and course guides are the most valued physical items students take home. On the day, 96% of attendees said they were satisfied with the information they received. But in follow-up surveys, that dropped to 82%, with “very satisfied” ratings falling to just 26%.

Print is not the clear winner. Preferences between physical and digital formats are almost evenly split, with a sizeable proportion of students saying they have no strong preference either way. This points to one thing – students want choice.

Close-up of individuals holding multiple tote bags of various colours and designs, suggesting they have collected them from an event or exhibition. The image focuses on their hands and the bags, with casual attire including trousers, shorts, and trainers visible. Taken from the Prism Report by Prospectus Plus.

Right now, that choice is limited. Most “digital prospectuses” are static PDFs that fail to live up to expectations. As the quality of digital experiences improves, we expect demand for interactive, personalised formats to grow sharply over the coming years.

Prospectus Plus lets universities offer the best of both worlds – high-quality digital prospectuses that can be personalised, kept up to date, and linked to event-day engagement. By giving students a format that works for them, you remove the post-event drop-off and keep them engaged long after the first conversation.

3. The Value of Personalisation

77% of students prefer a personalised prospectus, and 60% would share their contact details to get one. The message is clear: generic, one-size-fits-all materials don’t cut it. Prospectus Plus enables universities to deliver tailored content instantly, whether in-person via advisers or digitally after the event, meeting students’ needs at every touchpoint.

Close-up of two individuals interacting with a tablet at an event. One person is pointing at the screen, while the other holds the device. The background is blurred, showing red banners and additional activity in the event space. Taken from the Prism Report by Prospectus Plus.

Two young women at an event, with one holding and interacting with a tablet while the other watches intently. The scene is busy with people and colourful booths in the background, indicating an exhibition or fair. Taken from the Prism Report by Prospectus Plus.

Where Universities Are Falling Short

Digital disappointment: Many “digital prospectuses” are static PDFs, falling short of expectations for interactive, personalised experiences.
Outdated print: Once printed, information can’t be updated, creating waste and risking inaccuracies.
Disconnected teams: Marketing and recruitment staff aren’t always aligned, limiting follow-up effectiveness.

The Opportunity Ahead

Students are digital-first, sustainability-conscious, and expect instant, relevant information. Universities that use platforms like Prospectus Plus to deliver dynamic, mobile-friendly, and personalised content – and tie it into adviser-led conversations – will stand out.

The future of the prospectus isn’t just digital over print. It’s about creating a joined-up experience that starts at the first interaction and grows in value over time.