In a healthy marketing strategy and mix, it's important to focus on prospective students that you want to reach and activities that you know work well. Adding elements of "anti-marketing" can sharpen that focus by helping you avoid pursuing activities that are unlikely to help you reach your goals.

In this session, we will explore (1) negative personas: summarised characters representing prospective students that would not be a good fit for your institution; and (2) contra-signalling: communicating relevant aspects of an institution, programme, or location that might be perceived as negative by some applicants but are often overlooked.