MRC Student Persona Explorer

Meta ad in Instagram feed, or spots MRC in Google Maps while searching. Doesn't search for specific courses — needs to be interrupted with relevant, aspirational content.

Browses the course page. Checks career outcomes, looks at the schedule, compares with online alternatives. Needs the page to feel relevant to someone without a university background.

Needs a low-pressure CTA — "Tell us what job you do now" style, not "Apply now". Won't commit until they can see a clear link between where they are and where the course takes them.

Medium nurture cycle — 35 days. Lead with aspiration and career outcomes first, then resolve practical barriers (funding, schedule). Retargeting on Meta is important as they may not return organically.

Community group mention, followed by a tentative Google search — "college near Goodmayes" or "go back to college after 40". Not searching for courses — searching for permission.

Long consideration — revisits the site multiple times over weeks. Reads student stories, checks funding page repeatedly, looks for signs that people like them have done this and succeeded.

Eventually enquires via the form after encountering "Returning to study is normal" messaging. Won't call. Needs to feel the enquiry is low-commitment — "just asking" not "applying".

Extended nurture — 56 days. Needs confidence-building first, then funding, then RPL information, then intake flexibility. Never pushy. Each touchpoint should normalise returning to education.

Begins months before any application. Google "IT courses East London", UCAS search, or TikTok/Instagram from Year 12 summer onwards. Compares multiple providers from the start — MRC isn't the only option on their list. May also be prompted by a careers adviser or teacher.

Long comparison phase — September to January if applying via UCAS. Compares MRC with other local options and online courses. Needs the course page to feel credible and outcomes-focused. Graduate stories and portfolio examples are decisive. If applying direct, the comparison phase is shorter but still 6–10 weeks.

Via UCAS: applies by January, waits for offers until March–May, then confirms firm/insurance by June. Results in August confirm the place. Via direct application: faster — enquiry to offer in days/weeks — but still needs social proof, progression clarity, and possibly an open day visit before committing. Parents may need convincing separately.

Long nurture — potentially 4–8 months from first contact to enrolment. Dual-audience approach: informal content for the student, credibility-focused content for parents. Key moments to re-engage: post-UCAS deadline (Feb–Mar), post-offer (Apr–May), results day (Aug). For direct applicants, a focused 6–10 week nurture from enquiry to confirmed place.

Guided by their college from Year 12 summer. UCAS search, Google "business course Ilford", or parent referral from someone in the community who knows MRC. May also come through a college careers adviser. Research begins 6–12 months before the course start date.

Shares the course page with family for approval — this is a joint decision. Looks for accreditation proof, student testimonials, and progression pathways. The page needs to answer both the student's and the parent's questions. This phase runs from autumn through to UCAS deadline in January, or beyond if applying direct.

Via UCAS: applies by January, receives offer by March–May, confirms by June, waits for BTEC results in August. Family approval is the final gate at each stage. Via direct application: enquiry often follows an open day visit or seeing credible student stories. Offer turnaround is faster, but student finance application (allow 6 weeks) adds to the timeline.

Long nurture — 6–12 months if UCAS route. Dual-audience: serve the student and the parent simultaneously at every stage. Key content moments: pre-application (accreditation, progression), post-offer (student finance guidance), post-results (confirmation, welcome). For direct applicants, a 6–10 week focused nurture from enquiry to confirmed place.

Triggered by a frustration moment at work — "I can't keep doing this without a qualification" — or seeing a colleague progress. May happen months before any action. Google search, UCAS, or colleague recommendation. Not guided by a school or college, so they're self-directed and may not know the UCAS cycle exists.

Longer than it looks — 6–12 weeks of browsing, comparing, and building internal conviction. Checks timetable flexibility, student stories, and campus feel. Wants to see students in similar situations — same age, working background. Less concerned with accreditation than B2, more with "will I fit in?" May apply late via UCAS, through Clearing (Jul–Oct), or direct to MRC.

Most likely to apply direct or through Clearing rather than the main UCAS cycle. Enquires after seeing students like them — similar age, similar path. "Day in the life" content and flexible scheduling information are the conversion triggers. Student finance application adds 6 weeks to the timeline and needs to happen by May for September starts.

Medium-long nurture — 2–6 months from trigger to enrolment, with 6–12 weeks of active engagement. Normalise the non-linear path. Show flexibility and support. Content should say "you're not behind, you're ready" without being patronising. Key re-engagement points: after first site visit, after open day, after student finance application.