🧩 400 Content Publishers. 4 Web Staff. No More Bottlenecks. How Ulster University Put Marketers Back in Control of their Digital Experiences.

In a highly competitive higher education landscape, generic marketing and one-size-fits-all messaging no longer hit the mark. Faced with a strict government cap on local student enrollments, Ulster University must also focus on out-of-region and international recruitment. The challenge? A lean core web team of just four people managing a distributed network of over 400 content publishers

This session offers an honest, behind-the-scenes look at how Ulster University moved away from a centralised digital bottleneck and toward a model of true marketing enablement. By upgrading to a modern Digital Experience Platform (DXP), Ulster has transformed how its team operates. Instead of acting as tech intermediaries, the web team has empowered distributed marketers to build, govern, and publish media-rich campaigns independently. But tech is only half the battle. This isn't a glossy product showcase; it’s a candid look at the unglamorous groundwork required to drive genuine student engagement. Discover how Ulster is currently connecting the dots between its CRM, enquiry forms, and digital platforms to lay the foundation for personalisation.