How University of Surrey Used the Digital Prospectus as a Catalyst for Change
Tearing up the rule-book
When the University of Surrey adopted Prospectus Plus, it marked a significant shift in how the institution approaches student recruitment, digital infrastructure, and strategic decision-making.
What began as a sustainability and efficiency initiative evolved into a broader digital transformation – one that moved ownership of the prospectus between departments for the first time in institutional memory.
In this case study, find out how the University of Surrey used the digital prospectus as a catalyst for change.
The University of Surrey implemented Prospectus Plus in two phases: postgraduate (PG) in September 2024, and undergraduate (UG) in February 2025. While part of the same platform, the university chose to run them as separate licences, enabling different branding and user journeys for each audience.
Clare Tomes, Head of Digital at Surrey, now leads the digital prospectus work. Previously, commissioning the prospectus had been the remit of the marketing team. That changed during the transition to digital. Clare explained:
“I saw a line in my budget from finance and thought, is this a mistake? It turned out the responsibility had moved across. I think this really underlines the shift that’s happening.”
Clare Tomes Head of Digital at University of Surrey
The Drivers for Change
Traditional workflows around print were time-consuming and expensive. Layout reviews, print schedules and distribution all introduced delays. As a result, the university was looking to:
Reduce spend on printed materials
Reduce their environmental impact
Streamline the annual process of content production and sign-off
The digital format of Prospectus Plus gave the University of Surrey the flexibility to work faster, cut costs, and reduce its reliance on physical materials.
Early indicators suggest that shifting to Prospectus Plus may have delivered savings of up to 76%.
Efficiencies and Data Visibility
Surrey has embedded the digital prospectus throughout its recruitment strategy. It now features:
On campaign landing pages
Across course pages
At in-person recruitment events
The team has also deployed real-time social proofing on the website. When users visit a course page, they see messages such as “2,440 students are currently creating their digital prospectus.”
“We trialled a few different messages. The one focused on personalised prospectuses saw a huge uplift. It’s the first time we’ve really used behavioural nudges like this to drive deeper engagement.”
A/B testing showed this approach increased click-throughs by 90%.
Shifting Ownership and Strategic Thinking
With the prospectus now sitting under the digital team, Surrey has started to treat it less as a static asset and more as part of a broader digital recruitment funnel. Clare and her team oversee the website, CRM, and digital prospectus, giving them end-to-end visibility over how prospects interact with the university online.
“We can now see where the prospectus fits in the journey. Before, I wasn’t close to it. Now, it’s all part of the same funnel”
Clare Tomes, Head of Digital at University of Surrey
Postgraduate and International Focus
Since launching the postgraduate version of Prospectus Plus, the university has seen:
162% increase in UK prospectus requests
23% increase in international requests
64% overall increase in total prospectus engagement
Applications are up too, particularity in overseas territories. Roughly 80% of postgraduate users are international – aligning with Surrey’s broader strategic goals.
Future Plans
The team is now looking at how to build on this momentum:
Connecting the digital prospectus to CRM and event tracking
Using Advisor Mode to capture more meaningful interactions at recruitment fairs
Exploring automations to reduce manual updates and ensure cleaner data flow
The University of Surrey has also expressed interest in building out more return journeys for users who have already created a prospectus. That could include tailoring follow-up experiences, or introducing open day content based on user interests.
Key Stats
76% estimated cost reduction
64% increase in PG prospectus engagement
90% uplift in click-throughs via social proofing
162% increase in UK PG prospectus requests
“It’s exciting to try something different and see how we can leverage it to its best. Prospectus Plus isn’t just a product we use – it’s part of how we’re redefining digital recruitment at the University of Surrey.”
Clare Tomes Head of Digital at University of Surrey
