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BRIEF

Digital marketing drove 33% over application target

Say hello to the Ron Dearing University Technical College. A totally new concept of 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 targeted digital campaign, through Search, PPC and social media.

OBJECTIVES

To recruit x60 Y10 and x90 Y12 students with an interest in digital and mechatronics by 31 January 2017, to start when the UTC opened in September 2017

PROCESS

#GetTheEdge was born

To start, the campaign creative had to have digital tech at its core. Hard hitting content and messaging showcased career aspirations above and beyond the norm.

We used behaviour and geo targeting via Google search, display, remarketing and Facebook advertising to attract students from a specific geographic area interested in digital and mechatronics, making it relevant, cost-effective and measurable.

An engaging prospectus and immersive open events showcased this new education model, inspiring parents and showing students how they can #GetTheEdge in their chosen career.

Talking to a savvy generation of young people with big career aspirations, we showcased jobs they could progress into when they leave the UTC, alongside the UTC’s leading local employers.

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