PRODUCT LAUNCH, BRAND AWARENESS AND STUDENT AQUISITION

Leading independent university, Regent’s is a destination for globally-minded students seeking a high-quality education in a stunning London location.

SERIOUS was tasked with a product launch, customer acquisition campaign and an awareness raising exercise. As well as recruiting a minimum of 25 students for their new American-style Liberal Arts degrees, Regent’s University wanted to enhance brand awareness and recognition in the market place. With tight timescales we focused our energies on digital channels where real time results and nimble adaptations could be made to

maximise the results of the campaign over the 13 week window.
We worked up two distinct Google Display campaigns: one targeting students, one targeting parents and a Google Search campaign. The recruitment activity was supported by video in British Airways lounges at JFK, mobile advertising across a range of sites including BBC World and Facebook, and advertisements on ticket gates at Marylebone station.

All campaign activity directed traffic to a dedicated landing page. (http://liberalarts.regents.ac.uk)

The results were outstanding, generating one of the very best returns on marketing investment we have ever seen.

LANDING PAGE

The page was optimised for mobile viewing as 30% of international prospects primarily access the web via mobile.

41,414
LANDING PAGE VISITS
Regents University Landing Page

AD GATES

Marylebone station enjoys footfall of 1.7million visitors a month and advertising on the ticket gates is an ideal way of increasing brand awareness.

GOOGLE DISPLAY NETWORK

A key element of the campaign, Google Adwords allowed us to target key markets and constantly review campaign performance.

Remarketing brought individuals who had interacted with the campaign back to convert.

Regents_Uni_Google_Ads_Cut2
5,324,449
IMPRESSIONS

BA JFK LOUNGE

The screens in the Club and First lounges of JFK International Airport allowed us to reach the highly international and high-end individuals identified as a key audience for Regent’s.

Regents University BA JFK Lounge

SOCIAL MEDIA

We concluded that Regent’s often attracted
many members of the same families, so it was essential to engage alumni
through social media.

1,132,861
TOTAL REACH
23,461
LIKES OR SHARES
281,660
IMPRESSIONS
1,858
CLICKS

EMAIL CAMPAIGN

A two stage email campaign introduced the Regent’s brand and the specific courses to a captive audience of 7000 US students who had registered interest in studying a UG course abroad.

THE RESULTS

The campaign generated impressive results that far surpassed expectations.
Our work with Regent’s continues with a remit to recruit for course intakes in January and September 2016.

787
ENQUIRIES GENERATED
DURING CAMPAIGN
£48,000
CAMPAIGN COST
38
STUDENTS ENROLLED
ON COURSE
41-1
RETURN ON INVESTMENT
CIM Marketing Excellence Award shortlisted IPA Award Winner
THE Awards shortlisted    Guardian University Awards nominated  IPA Member
CPD accredited    ISO 9001 certified