New Year, New Energy: Harnessing the Power of Temporal Landmarks in Education Marketing

There’s something about a new year that feels transformational. It’s not just the promise of fresh starts or the optimism that things might go differently this time. It’s a phenomenon rooted in behavioural psychology: temporal landmarks.

Temporal landmarks are moments that create a psychological division between the “old” and the “new.” These moments, like the start of a new year, birthdays, or even the first day of a new term, act as mental reset buttons. They give us permission to separate our past selves (with all their missteps and stagnation) from our future selves (full of possibility and momentum).

Why does this matter for marketing? Because these moments of psychological openness—when people are primed to reflect, re-evaluate, and take action—are golden opportunities to connect with audiences in ways that truly resonate.

This year, as I reflect on how the energy of 2025 has hit me personally, I’m also seeing how temporal landmarks shape the work I do—helping universities market to students and businesses engage with universities. Here’s what I mean:

For Universities Marketing to Students

January is a temporal landmark of huge significance for universities. It’s the month of the UCAS deadline for 2025 applicants—a moment that marks the culmination of months (sometimes years) of planning, dreaming, and decision-making for prospective students.

But here’s where temporal landmarks get really interesting: they don’t just create a deadline; they create a mindset. Students submitting applications this month are at the peak of emotional engagement. They’re imagining their futures, weighing their options, and feeling a mix of excitement and nervousness about what’s next.

Meanwhile, the New Year also sparks curiosity among 2026 applicants—those at the very start of their journey. These students are opening prospectuses, attending open days, and exploring what their next chapter could look like. For them, January is a window of discovery.

Marketing to these groups means recognising their psychological states and tailoring your messaging accordingly:

• For 2025 applicants: Focus on reassurance and encouragement. These students need to feel confident in their decisions and excited about what lies ahead.
• For 2026 prospects: Inspire curiosity and possibility. Position your university as the partner in their journey of self-discovery and growth.

The power of temporal landmarks is that they open people up to change. Universities that lean into this moment with authentic, student-centred messaging will stand out in a crowded market.

For Businesses Marketing to Universities

On the B2B side, temporal landmarks play out differently but are just as powerful. While universities operate on financial years that start in August, the New Year often marks the beginning of the planning mindset.

January is when university leaders and budget holders start thinking about the upcoming year’s priorities. Questions like How do we improve outcomes for students? and What do we need to deliver on our goals? are top of mind.

For businesses marketing to universities, this is an opportunity to align your messaging with the challenges and ambitions universities are grappling with right now.

Your marketing needs to meet them where they are. Show that you understand their world and can help them make the most of their resources.

Temporal landmarks like January create a mental framework for decision-making. Universities are primed to think about the future, and businesses that show up with solutions that genuinely help will gain a competitive edge.

Why Temporal Landmarks Matter in Marketing

The beauty of temporal landmarks is that they give us psychological permission to pause and think about the big picture. For marketers, this means understanding the emotional and cognitive shifts happening in your audience at these moments:

• People are more open to new ideas.
• They’re more willing to take action.
• They’re more motivated to make meaningful changes.

Effective marketing taps into this energy, creating campaigns that align with where people are emotionally and mentally. It’s not about creating urgency for urgency’s sake; it’s about recognising the natural rhythms of decision-making and showing up with messages that resonate.

If you'd like to talk about harnessing Temporal Landmarks to reach your audiences, give me a shout: [email protected]