Getting out there: Why face-to-face outreach still matters more than ever…

image of a student event with lecturer and students

On 10th June 2026, I volunteered to represent and promote The Open University (OU) at a major outreach event hosted by Truro College in Cornwall. Believe me, this wasn’t just another university fare, it was a large-scale gathering where coaches brought together schools, sixth forms, and FE colleges from across Cornwall, bringing together over 1,000 students and more than 50 universities.

What made this event particularly special was that it marked as being the first time The OU had participated at this scale in the region. And I’m pleased to say, it was a tremendous success.

Meeting students where they are

One of the most striking takeaways from the day was just how many 16-18 year-olds had never heard of or considered The Open University. Yet, the moment I started talking about our mission, our history, our flexibility, and the cost benefits, their interest was genuinely raised.

These conversations proved invaluable as they were not just about promoting courses; they were about listening. Students spoke openly about what they want from higher education: flexibility, affordability, and the ability to study in a way that fits their lives. In many ways, they were describing The OU before even realising it.

As an Associate Lecturer (AL) and Student Experience Manager (SEM) working exclusively online, it reminded me of the power of being physically present, standing behind a stall, having real conversations, answering spontaneous questions. This cut through the noise of digital advertising and helped directly promote The OU. A phrase entered my mind… “we are different to other universities, with The OU… you get to take the university with you”. This illuminated some lightbulbs and provided otherwise unknown options.

Raising awareness and shifting perceptions

I felt the event had an impact beyond the students. I had the opportunity to influence staff who accompanied students and had not even presented The OU as an option to their own students… until now. Several teachers and advisors became more aware of The OU as a viable option, particularly because it offers something fundamentally different from traditional universities to students who have struggled in the classroom. 

Outreach is strategically important now more than ever. It provides the means of reaching both prospective students and the key influencers who guide student decisions. By being visible in these shared spaces, we position The OU as a credible, accessible, and forward-thinking option, alongside institutions that students may already be considering. All around me, the other universities seemed to be competing with one another for students. However, promoting the online and flexible model of university education provided different opportunities for all students, this is our unique selling point.

The power of physical presence

In an increasingly digital world, this event was a reminder that physical engagement still matters. Becoming a volunteer is very simple, I put my name forward and requested delivery of The OU pop banner, prospectuses, leaflets, tote bags, pens, branded post-its and highlighters. These materials didn’t just sit on the table, they travelled. The tote bags were especially popular, filling a gap that many other universities hadn’t considered. Students needed somewhere to carry all their prospectuses, and our bags became part of their day. The highlighters were eye-catching, drew attention and helped create a steady flow of interest at my stand. These seemingly small details contributed to something much larger: an OU brand presence.

Lessons from the ground

Events like this also provide practical insights. One very real challenge was logistics, particularly transporting these materials from a distant car park, alone and in the Cornish rain. I would recommend bringing a friend or having a fold-up wheeled trolley to transport the materials.

Looking ahead: a national opportunity

In pushing for presence at this event, my experience sparked a grander idea. What if the Faculty of Business and Law could somehow strategically map outreach events so we could cover as much of the 4 nations as was possible. Our staff from central academics, SEMs to ALs are widely dispersed. Is there a reason why we could not strategically volunteer to cover our localities? Student demand is out there, the interest is real and systematically getting ‘out there’ to offer students something different, cheaper and flexible could proactively mitigate future projected reductions in OU students.

A call to get involved

For colleagues considering whether to take part in outreach events like this, my message is simple… just do it.

It’s energising, insightful, and genuinely impactful. You gain a deeper understanding of prospective students, you help raise the profile of The OU, and you contribute to something beyond recruitment by helping to widen access.

Sometimes, the most effective strategy isn’t another online campaign. It’s showing up, rolling up the sleeves, and having conversations. And, if Truro is anything to go by, there are thousands of students out there just waiting to hear our story, sign up for our courses to help improve their learning ambitions.

 To order promo materials fill in: Schools Outreach event and merchandise form and enjoy the day.

 

Ash Odedra

Ash is an experienced academic leader with over two decades of expertise in teaching, learning, and assessment. Ash has spent the past 10 years as an Associate Lecturer in the Faculty of Business and Law (FBL), fostering innovative teaching methods. 

He is passionate about enhancing student engagement and promoting creative pedagogical approaches.