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Challenge

Staffordshire University tasked us with delivering a new approach to their attendance at the 2015 UCAS Fairs. The University also wanted a new group of student ambassadors to be recruited specifically for the task of working at UCAS Fairs to engage young people and encourage them to want to find out more about Staffordshire.

Solution

We ran a series of assessment sessions on campus and recruited the student ambassadors, who were trained and coached alongside existing colleagues from the University. All stand representatives, whether a student or a member of staff, were given sales and event training to help them maximise their investment in the project. We set specific targets for each fair and provided incentives for meeting targets. We worked with the creative agency to develop new look stands with visual impact which fed into the overall brand concept and arranged a competition to ‘Win A Trip of a Lifetime’ as an incentive to visit the stands.

Success

The University saw a greater number of data acquisitions as a result of the tenacity of the sales focused stand representatives, who responded to the ‘capture data’ brief. They were very visual in bright red hoodies and were welcoming and happy throughout. This added a real level of enjoyment to the work for many of the team, for whom  in the main  it wasn't their day job.

19,000,000 impressions

95,000 clicks

17% increase in enquiries