With Anglia Ruskin University having a challenging recruitment target and some key competitors for students, we recommended an integrated media campaign that leveraged both on and offline channels to reach an active and passive group, and ensure high levels of awareness within the target audiences. The strategy covered pre-clearing recruitment, recruitment to two Paramedic Science Taster Days and conversion activity.
The campaign was targeted to students and parents, as well as having impact amongst peers and other influencers (teachers, and careers advisors inclusive), and was devised to capture the audience at all stages of the student journey from awareness through to conversion; with reach across each of the stages of the student applicant funnel. With a very realistic budget to work with, over a very defined period of time, we were able to design a media schedule that included a mix of local press (on and offline), local radio (to promote the taster events) and out of home activity; as well as search marketing and social media, and some audience targeting on the key education media.
The client was pleased to see an increase in visitor traffic to the paramedic science pages, and an increase in the taster day attendance. They were even more pleased to be able to report that all of the course places had been filled.