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Building on success is often the hardest thing to do.
Following record-breaking figures in 2020, we had a big challenge on our hands when our targets were further increased. Our 2020-21 campaign needed to bring our brand message to the front of our audiences’ minds, positioning ourselves through our evening lectures as ‘the’ solution: balancing existing life commitments and career progression.
The campaign had to build on the success of 2019 & 2020 and deliver a distinctive and engaging brand message driving awareness, engagement and subsequently response through increasing applications and enrolments.
The hardest challenge when you have surpassed targets in a previous year, is to step back, remove emotion and ask yourselves, ‘what could we do better next time?’
We left no stone unturned in our path to being better, through:
- undertaking a detailed insight gathering process and in depth audience analysis using 3-years of our enquiry and enrolment data enabling us to develop personas, better segment our audience and in terms refine our messaging and media targeting.
- carrying out website and content performance reviews – highlighting areas to improve the user journey, as well as detailed competitor reviews.
- turbo charging our ‘#ProblemSolved’ creative – which challenged misconceptions around evening study – by refreshing it with a new illustrated style and clever content.
- incorporating previous learnings from media, audiences, formats, and flighting. Our plan utilised previously untested Broadcast and Digital channels including Sky AdSmart as well as tried and tested channels like Digital Radio, OOH & Print to support brand awareness and push Virtual Open Evening messaging.
The result?
Another record-breaking year. 3% year on year increase in overall applications and up by 15% on undergraduate applications.
If you’re looking to hit a specific audience whether in Higher Education or in another vertical, then please get in touch – we’d love to help. Contact nick.friend@hunterlodge.co.uk