Applications up. Lead Generation up. WE GET RESULTS.
Our primary objectives were to positively contribute to Kingston’s overall Marketing and Student Recruitment teams’ SMART strategic objectives, which were to:
- Increase the number of Home/EU undergraduate applications year-on-year by 5%.
- Increase lead generation for undergraduate Home/EU year-on-year by 20%.
Considered learnings from the previous year’s campaign we used to justify channel selection.
The phased structure of the campaign allowed us to align objectives to each conversion phase, facilitate creative refreshes to avoid user burn out, and vary budget according to length/activity taking place in each phase.
Our use of self-serve platforms was key to campaign agility, with budget being redirected to the best performing channels. And we also created lookalike audiences from users who had fulfilled a campaign goal and we built a data pool from the initial phases to retarget with apply messaging in the latter phase.
WHY IT WORKS
The channel mix was perfect for coaxing student leads through the funnel, across awareness, consideration, application, retargeting and conversion.
- As of the Monday 1 February 2021 (first Monday after the extended UCAS deadline), we achieved an increase of 21.26% on undergraduate applications against our target of 5%.
- As of the Friday 5 February 2021, we achieved an increase of 31% on undergraduate lead generation against our target of 20%.