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Challenge

With a fierce Clearing period expected, Anglia Ruskin University tasked us with developing a pre-clearing campaign that would increase both brand awareness and pre-registration applications. The biggest challenge for this campaign was timing – ARU were already coming into the game late, and there was a good chance that a lot of prime inventory would already be booked up. We needed to move quickly in order to secure some good positioning.

Solution

During the briefing session, it was agreed that the out-of-home activity would focus on the local area, which traditionally accounts for a high proportion of student applications. As our options were limited die to the timescales, our recommended strategy was to gain coverage by using a mixture of OOH inventory, in key locations, ensuring a higher opportunity for our target audience to see our message.

Success

The artwork used encouraged potential students to visit the website or call to register their interest in securing a place with ARU. The campaign was live from 27th July – 12th August, and during this time the client recorded a good level of activity on the website and on the phones, and was pleased to report an increase in pre-registration forms completed.