A case study on how Staffordshire University changed it's approach to recruiting students by implementing an integrated media strategy.

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Whistle-stop
How we changed our approach
to recruit students
Georgina Kelly
Marketing and PR Director, Staffordshire University

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Traditional Approach
Rational Graduate Employability
Messaging
Information Advice
Guidance/Niche support
Subject-Led CampaignsVery Regional
Advertising

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Prospectus

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Open Day

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Event Display

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Digital Journey

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New Approach
Every one of our courses comes with a
guarantee of real work experience,
giving every one of our students the
edge over other graduates.
Increase and obtain earlier an effective prospects
database. HE Fairs Target 5% of visitors (13k) and
ensure impactful contact strategy
Re-mapped the customer journey. Used media our
target audience used. Combined traditional and
newer media.
Positioned the university as the place where
people grow to think and act for themselves
The entire Open Day customer experience – pre,
during, follow up – needs to be exceptional. We
need to work harder, so it must be better than
anyone else’s
Created an Emotive & Rational Brand Boost Enquiry Database
Omni-channel approach
Embed Campus Transformation into all the
messaging platforms.
Open Day Strategy
EMBED
COURSES THAT WORK £40m CITY CAMPUS TRANSFORMATION

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Our Manifesto

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Prospectus

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Prospectus

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Event Display

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Social Media Journey

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TV Advert

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Media Choice
Media Impressions Clicks CTR Cost CPC Conversions CPA
TOTAL 16,548,855 74,262 0.45% 401,533.13£ 5.41£ 20,568 19.52£
Channel 4 n/a n/a n/a 166,994.33£ n/a n/a n/a
Cinema n/a n/a n/a 25,128.53£ n/a n/a n/a
ITV n/a n/a n/a 8,618.42£ n/a n/a n/a
4oD n/a 3,467 n/a 46,046.00£ 13.28£ n/a n/a
WhatUni 519,701 540 0.10% 27,027.00£ 50.05£ 343 78.80£
Guardian 562,140 24,662 4.39% 18,768.75£ 0.76£ 17,171 1.09£
UCAS 820,978 743 0.09% 21,467.70£ 28.89£ 570 37.66£
RTB 6,611,990 21,178 0.32% 25,025.00£ 1.18£ 2,216 11.29£
The Student Room 857,772 1,611 0.19% 28,078.05£ 17.43£ 168 167.13£
EduMobile 4,560,472 21,195 0.46% 15,015.00£ 0.71£ 70 214.50£
The Complete Uni Guide 115,647 132 0.11% 4,354.35£ 32.99£ 8 544.29£
VEInteractive n/a 73 n/a 5,000.00£ 68.49£ 17 294.12£
Express and Star 2,300,202 502 0.02% 6,006.00£ 11.96£ 2 3,003.00£
Staffs New sletter 199,953 159 0.08% 4,004.00£ 25.18£ 3 1,334.67£
TOTAL excl. TV, and Cinema 16,548,855 74,262 0.45% 200,791.85£ 2.70£ 20,568 9.76£

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New Approach - Results
12,000 database versus 1800 last year
From 100 to Number 11 – Edurank Websites
16,548,855 impressions
74,133 clicks
Click Rate 0.43% (industry ave 0.10%)
Brand Awareness
Created an Emotive & Rational Brand Boost Enquiry Database
Omni-channel approach
Open Day Strategy
100 + attendees
3%+ registration to attendance open days
12,000 database versus 1800 last year

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