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The University of Portsmouth was lauching its new London Campus, aiming to expand its presence and attract prospective students from the capital. The primary objectives were twofold: to raise awareness of the new campus and to increase applications for undergraduate courses. To achieve these goals, a multifaceted media strategy was devised to enhance brand recognition and reach potential students across various platforms.
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To effectively communicate the value of the University of Portsmouth’s London Campus, we implemented a diverse media strategy, utilising the following channels:
- YouTube: Leveraged for its vast reach and ability to showcase compelling video content, positioning the university as a transformative educational experience.
- Display Advertising: Deployed across relevant websites to maintain visibility and reinforce messaging among prospective students during their online activities.
- Meta (Facebook/Instagram): Utilised to target specific demographics with tailored content, fostering engagement and driving traffic to the application portal.
- TikTok: Engaged the younger audience with creative and relatable content that resonated with their aspirations and lifestyle.
- Snapchat: Focused on cost-effective, high-engagement ads that captured the attention of prospective students in a more casual and relatable environment.
- Out-Of-Home (OOH): Strategically placed in high-traffic areas to increase visibility and reinforce the university’s presence in London.
Comms & Messaging Strategy:
The messaging strategy was crafted to resonate with the aspirations of prospective students, inspiring them to take action with the following key messages:
- From Passion to Purpose
- From Daydreamer to World Changer
- From Local to Global
- From Seeing to Believing
The clear and direct Call to Action (CTA) across all channels was: “Apply Direct.”
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The campaign delivered impressive results, achieving an impressive reach of 7,101,476 impressions aligning to the success of the brand awareness objective, meanwhile driving 11,766 clicks.
Channel Performance: Snapchat performance significantly well, exceeding in both engagement and cost-efficiency. The activity we ran on TikTok successfully connected with the demographic through the creative and dynamic content. Both channels ability to capture the attention of the target audience makes them a successful driver of traffic and interest in the campaign.
YouTube: Played a crucial role in enhancing the brand awareness, delivering impactful content which reinforced the campaign’s messaging and contributed to the overall success.
Display Ads: Provided essential support by maintaining a consistent brand presence across digital platforms, ensuring that the campaign’s messaging remained top-of-mind throughout its duration.
This multi-channel strategy and approach significantly helped to boost brand awareness of the new University of Portsmouth London Campus and also effectively motivated prospective students to explore and apply for undergraduate courses, setting the stage for sustained growth.