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In 2025, Clearing is no longer just a fallback. It’s become a strategic moment that universities are planning for early and promoting with confidence.
And it’s no wonder. Financial pressures, changing international recruitment patterns, and frozen tuition fees have made domestic enrolments a priority.
So universities are showing more flexibility with applicants who narrowly miss their grades, and students have more options and leverage than ever before.
And so, Clearing has evolved.
And so have the strategies involved in marketing this special time of the year.
Clearing has now become a strategic route to recruit students as a major moment for university marketers to get their higher ed institution noticed.
Many universities are stepping up their marketing and support—especially in the way they engage with prospective students online.
This year, Clearing marketing campaigns and strategies are trying to cut through the noise in smart, student-first ways—here’s how they’re doing it.
We’ve pulled together some strong examples from across the UK to inspire your next Clearing.
Clarity and simplicity: winning strategies
Under pressure, students look for fast answers.
That’s why universities with clear, easy-to-navigate Clearing pages are seeing strong engagement.
1. University of Derby
The University of Derby keeps Clearing simple with aspirational bold messaging—“Choose your future. Choose Derby”—and a clear three-step process: contact, apply, accept, with a quick-apply form that’s hard to miss.
Alongside that clarity, University of Derby makes its unique strengths highly visible. Teaching awards and institutional accolades are placed front and center, reinforcing quality and credibility.
They also guarantee accommodation for Clearing applicants, removing a major worry for students making quick decisions.
University of Derby’s Clearing page offers a streamlined form and guaranteed accommodation, reducing the stress for students who are scanning options fast
They lead with clear calls to action—a hotline number, a prominent course search and easy-to-navigate sections.
2. University of Manchester
At University of Manchester, a step-by-step guide walks students through offer acceptance, accommodation, and even joining student communities—building trust through transparency and structure
From checking eligibility to securing accommodation and finance, everything is laid out in sequence, helping students move quickly and confidently from results day to enrolment.
3. University of Bedfordshire
Clearing can feel overwhelming for students, but University of Bedfordshire’s Clearing page pares it right back to the essentials.
The unmissable ‘red button’ calls-to-action—apply now, call, chat, or visit—sit front and center, giving students instant clarity on their next step.
A simple course search and a clean, uncluttered layout strip away the noise, making the process easier to navigate and far less intimidating.
Storytelling that builds emotional connection
4. University of York
Among other strategies, University of York ran a compelling story across multiple channels for maximum impact.
Their Clearing campaign spotlighted Jay, a student who initially missed out on a medicine offer but found a place studying chemistry at York.
This story wasn’t confined to a single channel: it featured in paid advertising through The Guardian, in a dedicated YouTube video, across Instagram, and on the university’s own Clearing website.
By repeating this authentic student narrative in different formats, University of York created a consistent, reassuring message: Clearing can open unexpected doors, and students will feel supported throughout the process.
The campaign showed how one powerful story, told well, can build emotional resonance while driving real engagement.
University of York’s student vlog on YouTube…
…and in ad format
https://www.theguardian.com/clearing-at-the-university-of-york f
University of Nottingham
https://www.nottingham.ac.uk/studywithus/ugstudy/clearing.html
At University of Nottingham, the message “Clearing: You’ve got this” is the first one student see.
By pairing this reassurance with impressive graduate employability stats, the page not only calms nerves but also instills confidence that choosing Nottingham is a smart, future-focused decision.
It offers both encouragement and proof.
It’s a balance of empathy and evidence that helps students feel both seen and secure in their choice, key themes for higher ed 2025 recruitment strategies.
5. Bath Spa University
Bath Spa University has embraced video storytelling on Instagram to bring Clearing to life, spotlighting real student journeys.
The short-form, personal style makes the content feel authentic and relatable, while also giving prospective students a glimpse of the possibilities ahead. It’s an approach that turns Clearing from a stressful moment into an inspiring opportunity.
They followed it up with several Instagram posts of various formats and style, showcasing what the University can offer students during Clearing.
6. SOAS University of London
SOAS University of London also frames Clearing around its values-driven identity, using content to speak to students looking for global relevance and cultural depth.
This highlights their unique strengths—international outlook, social impact, and cultural expertise—making Clearing feel less like a backup option and more like a purposeful choice aligned with a student’s values.
Social media as a creative playground
The most visible universities this year aren’t just posting—they’re maximizing student testimonials and leveraging their graduate success stories on social media.
The campaign drew over 10,000 users on results day and led to a 28% boost in offers. It was a simple idea that captured attention and turned passive browsing into fun interaction.
These didn’t just explain the process—they captured the culture of the university.
Short, polished TikToks, Facebook and Instagram posts, and YouTube videos are dominating, shifting the conversation from stress to opportunity with every scroll.
It’s a useful way to showcase campus life and course highlights in a snappy, engaging format.
7. University of Hertfordshire
On social media, University of Hertfordshire leans on a strong Instagram presence that reinforces its identity and keeps Clearing conversations active and engaging.
By blending vibrant visuals with authentic student voices, it reinforces the university’s identity while making the Clearing journey feel personal and inspiring.
The result is a campaign that does more than inform—it builds connection and confidence.
University of Hertfordshire's website features alumni success prominently, more so than current student stories, reinforcing not just how to apply, but why it matters.
Their Clearing page puts alumni success front and center, highlighting career outcomes more than current student stories.
This emphasis not only explains how to apply but also underscores why it matters, showing prospective students the long-term value of choosing Hertfordshire.
It turns what can be a transactional moment into a vision of future possibility.
8. Anglia Ruskin University
Anglia Ruskin University uses a warm, human approach to Clearing on Facebook, for example, with “a day in the life” of a Clearing ambassador.
By putting a friendly face (and even a dog cameo) behind the process, the post makes phoning the Clearing hotline feel approachable and unintimidating.
It shifts the narrative from anxiety to reassurance on social media, reminding students that real people are ready to help them through.
9. University of East London
University of East London brings humour, energy, and authenticity to Clearing by spotlighting student ambassadors on TikTok and Instagram.
These playful, peer-driven clips show the people behind the process, creating a sense of connection and approachability.
By leaning into flexibility and support, University of East London reframes Clearing as less intimidating and more like joining a welcoming community.
Strong support systems that are clearly communicated
While content grabs attention, support is what converts interest into action.
During Clearing—when stress levels can run high—students aren’t just looking for information, they’re looking for reassurance that someone is there to guide them. Universities that make their support systems visible and approachable signal trust, care, and reliability, giving prospective students the confidence to take the next step.
10. Swansea University
Swansea University makes its support systems highly visible, both on social media and across its Clearing site.
From checklists that frame the experience as calm and kind, to clear helpline details, guaranteed accommodation, and “Here to Help” ambassadors, every touchpoint emphasizes reassurance.
The message is consistent: Clearing isn’t something students go through alone; Swansea University is there every step of the way to guide, advise, and welcome them.
11. Northumbria University Newcastle
Universities like Northumbria University Newcastle are helping students navigate Clearing with dedicated toolkits that include application forms, video guides, FAQs, and even an explanation of UCAS steps—as well as of university supports, including financial aid and 24/7 study buddies.
They provide information, yes, but crucially, they aim to reduce uncertainty.
12. University of Sunderland
University of Sunderland, meanwhile, takes personalization to the next level by assigning each Clearing student a dedicated staff member to guide them from first inquiry through to enrolment.
Students can sign up for support directly from the Clearing page.
This one-to-one approach transforms what could be an overwhelming process into a supportive, tailored journey.
That level of care can make all the difference during such a high-pressure moment, giving students confidence and reassurance when they need it most.
13. University of Leicester
University of Leicester invites prospective students to chat directly with current students, bridging the emotional gap with peer reassurance.
This approach lets applicants hear first-hand experiences from people who’ve been in their shoes.
It’s a simple but powerful way to build trust and make the process feel less transactional and more human.
Benefits and perks that tip the balance?
When multiple offers are on the table, small details can be game changers.
When students are weighing multiple offers, practical perks can sway a prospective student’s decision.
From guaranteed accommodation to financial incentives, universities are increasingly using added benefits to stand out and encourage faster decisions.
These extras—which some believe are —don’t just sweeten the deal, they’re meant to add reassurance, reduce pressure, and signal that they’re ready to support students from day one.
14. The University of Gloucestershire
The University of Gloucestershire leaned on incentives to encourage early action.
Students who signed up through Clearing were entered into a draw for free accommodation, a practical and appealing perk that could reduce one of the biggest costs of student life while motivating faster decisions, making their Clearing offer feel like a reward.
University of Sheffield and University of Derbyshire emphasized guaranteed accommodation as well, while University of Portsmouth also guarantees accommodation if students act quickly—accepting within 24 hours and applying by a set deadline, adding practical value to their Clearing offers.
15. Loughborough University
Loughborough University strengthened its Clearing campaign with targeted emails and additional perks like open day invitations, helping to create a sense of belonging early on in the journey.
Once domestic places were filled, the university smartly pivoted its strategy toward international students, using tailored Clearing posts on social media to extend reach and maintain momentum.
This adaptability shows how perks and precise targeting can keep campaigns relevant at every stage.
16. University of Staffordshire London
University of Staffordshire London stands out with its innovative online "Offer Generator" tool that gives students instant clarity on whether they qualify for a place.
By making decisions fast and simple, it transforms Clearing from a waiting game into an immediate pathway to action.
This streamlined approach not only reduces stress but also empowers students to move forward with confidence.
Adding personality to Clearing
Some universities stood out by injecting personality and authenticity into their digital presence.
17. University of Lincoln
At the University of Lincoln—branding itself the university of “no regrets”—student-created videos blended humor with genuine insight, generating buzz across TikTok and Instagram.
Playful touches, like advisors in branded hoodies, reinforced the message that Clearing can be positive, approachable, and even fun.
18. University for the Creative Arts
The University for the Creative Arts kept its Clearing feed consistently active, weaving in student work and testimonials that celebrated creativity.
They made what can be a transactional process a showcase of talent and community, and an inspiring glimpse of what it means to belong to a creative university.
https://www.instagram.com/p/DMYEh9KtLK7/
19. Southampton Solent University
Southampton Solent University took a bold, lighthearted approach with its “Sauce of Success” Clearing campaign.
The vibrant, playful design and humorous tone make the process feel less intimidating and far more approachable, turning what is often seen as a stressful moment into something engaging and memorable.
It’s a cute, creative spin that grabs the attention and is sure to be memorable to prospective students.
20. University of Chester
The University of Chester ran a fully integrated “Don’t Settle, Strive” campaign, spanning Instagram, LinkedIn, YouTube, and their Clearing site.
With bold messaging like “the future you deserve,” the campaign positioned Clearing as a pathway to ambition rather than compromise.
They focused on “potential and possibility”, and reframed the experience as empowering—helping students see Clearing as a chance to strive for more.
Along with YouTube videos of current student testimonials, they also encouraged their community and advisors to post on social media, including LinkedIn, reinforcing the campaign messaging.
Looking ahead
Sadly, we couldn't include so many other great examples we saw. So many UK universities are doing some very smart, strategic work to improve their Clearing experience in 2025.
What they have in common is that they:
- act early
- offer genuine connections, and
- deliver clear next steps.
Their marketing strategies don't just compete for numbers, they're competing for student trust, key to this generation who are looking for clarity, connection, and confidence.
How did your university adapt Clearing communications this year? What’s helping you connect with the students who need you most?