LEICESTER COLLEGE
Forward & Thinking were asked to develop a campaign for Leicester College to generate awareness for distance learning courses offered to users across the UK. We developed a campaign with clear objectives - to increase traffic to a website landing page, to increase awareness of distance learning to users outside the local area, and to generate enquiries and applications for distance learning courses. This included, but was not limited to Google Search and Display, social media channels, OOH, transport media, linear and streamed TV, radio, streamed radio and Spotify.
BRIEF
Using our data-led planning process, we developed a detailed digital marketing strategy targeting key audiences across the UK, using Google Search Network and Facebook Network, including Instagram, to run the campaign. We utilised knowledge gleaned from many years working in college marketing to inform our planning team about influencer and student audiences, being careful to segment accordingly for FE (16-18), Adult (19+), HE (18+) and Employer/B2B learners. We remained mindful of raising awareness amongst pre-audience groups, to ensure the college remains high on potential students’ radar from Years 7 upwards, and we consider influencer campaigns to ensure parents, careers, teachers and advisors and stakeholders remain aware of campaigns and the college offering to drive conversions down the line.
CAMPAIGN
The campaign excelled with great engagements. Our multichannel campaign delivered almost 150,000 impressions over the course of the short campaign, resulting in more than 3,000 web clicks. This led to 52 directly attributable application completions, 35 contact form submissions and a low cost-per-click of 49p. The campaign ran to time and within budget and post-campaign analysis revealed that the targeted use of re-marketing further increased applications.
RESULTS
150,000 impressions
3,000 web clicks
At 49p cost-per-click very Low value
“This is our [third] year of working with Forward & Thinking. They have been really helpful providing expert advice and guidance on the best approaches and where budgets would be best exploited to maximise our spend. This has shown in results with an increase in traffic to our website and higher rates of applications during campaigns and beyond. ”
LEICESTER COLLEGE
The Campaign team
SARAH NICHOLSON
Marketing Manager (Digital)
Matt ryder
Darren clewes
Group Sales Director
Head of Planning & Strategy (Digital)