Scarborough UTC Logo

Digital marketing campaign engages a new generation of tech-savvy students

Scarborough UTC has become the only college in the region to offer the opportunity to study Cybersecurity. With leading homeland security organisation, GCHQ, by their side, the UTC had a compelling case.

The UTC has catered for many Engineering and Computer Science students, but this brand new course offered something even more unique. Focussed on hands-on practical learning and backed by leading local and regional employers, the UTC prides itself on giving students a unique advantage to propel them into exciting careers.

As a result, the innovative online marketing campaign #ProgrammeYourFuture was born.

More education work

OBJECTIVES

To create a stand-out visual online marketing campaign that interacts with tech-savvy students. Working across various collateral, we needed to diversify the brand and promote both the Engineering and Cybersecurity pathways.

WHAT WE DID

Creative code encouraging students to <br> out from the mainstream

Using digital marketing as the linchpin, we used techy graphics and messaging to bring to life the #ProgrammeYourFuture campaign. Bite-size content was key to attracting student sign-ups for Open Events and Taster Days, and by strategically using organic and paid-for digital media, we inspired the tech-savvy generation Z.

Promoting the student experience was essential. Via video content and immersive events, we captured the incredible atmosphere and encouraged students to interact.

The next marketing strategy phase saw a complete web overhaul to help attract future digital leaders and to ensure their website was brought in-line with current digital trends.

With tech-centric lifestyles, communicating effectively and creating a better brand experience for our digital natives was at the heart of our responsive web design.

DIGITAL MARKETING RESULTS

A creative, compelling online marketing campaign drove over 6000 users to the SUTC website. With a 29% conversion rate, students were encouraged to sign up to Open Events and Taster Days. Gen Z approval was gained, with a phenomenal 86,694 impressions over social media and a strong 6% increase in engagement.

Key stats

Our launch strategy incorporated a mix of organic and paid-for social. PPC, search, display and Youtube Ads were used alongside printed collateral to create a fully integrated campaign that resonated with our target audience.

  • 96% Instagram engagement increase yoy
  • 31,994 web page views
  • 9,429,825 impressions from display and Youtube ads
  • 13,649 new website users