RECRUITMENT MARKETING SERVICES FOR THE UNIVERSITY OF EAST ANGLIA

In 2013, SERIOUS won the contract to provide undergraduate student recruitment marketing services for the university of East Anglia.

As a university, UEA was on the up; as a brand however, our research indicated a low awareness amongst college leavers and parents. The underlying issue was a lack of clarity and understanding of what the university has to offer – well-known for creative writing and climate change, for example, but little awareness of its location, the campus environment and the wider student experience. The obvious answer: an awareness campaign to build the profile of UEA. The less obvious approach:

a campaign strategy based on seasonality and the mindset of the targeted audience.

We held our planning sessions at UEA and built a strong relationship with UEA’s marketing team. In these sessions we conceived our three-pronged campaign strategy, creating an integrated media campaign with the flexibility to adapt messaging to suit the seasonal trends and cycles of undergraduate recruitment. Messaging and media channels were targeted at clearing, pre-application and revision periods, and were tested and optimised according to performance. The campaign ran over six months.

BRAND AWARENESS

The knowledge that UEA would be voted No. 1 for student experience in the THE survey became a key part of our messaging and influenced the creative delivery resulting in the campaign headline; ‘Known for…’

OPEN DAY PUSH

With a high conversion rate from visitor to applicant, the messaging was focused on driving potential visitors to attend campus open days.

Clearing Activity

At an incredibly competitive time, and with a record number of universities participating in 2013, the campaign media and our digital work resulted in high visibility for UEA.
The campaign’s success was due mainly to its fluid structure and ability to react to audience behaviour and seasonal trends. The creative work clearly reflected UEA’s values and ambitions.

UCA-sports

CAMPAIGN RESULTS

In June 2014 we completed an overhaul of UEA’s undergraduate Open Day, writing and designing more than 40 separate items in an approach that dramatises the UEA experience. This compelling, storytelling theme combines a vibrant photography style with thought provoking copy to convey through the Open Day experience that ‘Great things happen at UEA.’ Results surpassed expectations.

with registrations up 19% on the previous year. We worked proactively with the senior team, meeting monthly to review progress. During these sessions we have presented and shared many ideas for the future and look forward to retendering for the contract when it comes up for renewal in November 2015.

10%
INCREASE IN STUDENTS REGISTERING FOR SUMMER OPEN DAYS*
5 DAYS
TO FILL ALL CLEARING PLACES
44,806
WEBSITE VISITS TO THE CAMPAIGN LANDING PAGE
974.42%
INCREASE TO UEA WEBSITE IN MAY**
9,718
WEBSITE CONVERSIONS***

*Compared to 2012
**UEA study page ***
21.69% website conversion

CIM Marketing Excellence Award shortlisted IPA Award Winner
THE Awards shortlisted    Guardian University Awards nominated  IPA Member
CPD accredited    ISO 9001 certified