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BRIEF

Digital marketing drove 33% over application target

Say hello to the Ron Dearing University Technical College. A totally new conceptof education.

Our launch campaign started with no staff, no building and no proven track record,so we needed a compelling campaign to reach the right kind of young people to drive Open Event registrations and applications.

With a new website that appeals to our tech-savvy Generation Z audience, our strategy centred around a targeted digital campaign, through Search, PPC and social media.

More education work

OBJECTIVES

To fulfil recruitment requirements and attract 150 suitable students to apply for the UTC in time for its September opening.

PROCESS

#GetTheEdge was born

With dynamic creative and digital tech at its core, the campaign used hard-hitting messaging and eye-catching content to showcase the specialist subjects available to study at Ron Dearing UTC; aspiring students to pursue extraordinary career goals.

Audience segmentation allowed us to pinpoint behavioural characteristics which were then used along with geo-targeting, to attract students from specific locations who were interested in digital and mechatronics. Google search, display ads, remarketing and Facebook advertising were just some of the cost-effective tools we used to catch our audience’s attention, resulting in a measurable, results-driven campaign.

Once we had their attention, we used immersive Open Events and an engaging prospectus to really showcase this new education model, inspiring students to think differently and #GetTheEdge over their peers.

RESULTS

A stand out digital strategy, backed by traditional marketing and PR led to the UTC being 33% oversubscribed, 8 months before opening.

9,463 web views of the Open Event page in just four weeks, 12,939 clicks from digital ads and 78% email open rate.

Recruitment results
  • 1501% ROI generating nearly £1 million in fees in 12 months
  • 320 applications received for 150 places
  • An application was made to the DfE to increase intake due to demand