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Utilizing user-generated content at University of Pavia (Italy)

Cortile delle statue Università di Pavia

The University of Pavia began marketing and student recruitment in 2016. After having implemented a CRM and attended several fairs, their team realized they lacked the tools to improve digital communication with prospective students. They were looking for ways to get in front of more of them.

And so they implemented Unibuddy to put their best brand advocates, their current students, online.

Beginning with two students, acting as ambassador coordinators, the University of Pavia soon expanded their team to 22 ambassadors.

“Navigating our website is not easy, and user generated content is more trusted than any other content. We believe this is the right way to let fans create fans and to boost our credibility. Students blogs are also a way to create and share awesome content.” – Elena Fontana, International Officer, University of Pavia 

“The implementation process for Unibuddy was fast and easy, even during the coronavirus pandemic. A very precise roadmap was defined.”

The University of Pavia has attracted prospective students from 110 different countries, and over 44% of visitors to their Unibuddy page proceed to sign-up and chat.

They are also benefitting from data and insights, “which will help us in reviewing our recruitment strategy,” said Elena.

And ambassadors love the platform – they find it very easy to use and the majority gave it 5-stars in a survey by the University!

Virtual events with Unibuddy Events

As one of the first universities to use the new platform, the University of Pavia ran a Unibuddy Event session for over 350 prospective students.

They used the new Unibuddy Events Videostreaming tool to put a friendly face from the university front and centre.

“We thought that the online chat format along with the video format was the right tool to give immediate answers to the students’ needs.” – Elena Fontana, International Officer, University of Pavia 

“Live communication is very appreciated by students and we plan to increase the use of these tools to get closer to them. In fact we are planning to use the platform for the Welcome Day event in September and later in October to present the new European University Alliance the University of Pavia will be part of.”

The events are easy to set up, and drive real results: with hundreds of messages sent by applicants and prospective students.

Use Cases

The University of Pavia had only very recently begun marketing and student recruitment – having implemented a CRM and begun attending fairs. They wanted to improve communication with prospective students further.


The University of Pavia attracted prospective students from 110 different countries, and over 44% of visitors to their Unibuddy page proceed to sign up and chat.

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