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Challenge

We were invited to take a brief to produce designs for the University of Bradford’s exhibition stands to take to 31 nationwide UCAS fairs. During the brief we learnt that by attending a similar number of fairs the previous year, out of a potential 267,000 students, the University only captured 322 data records. We believed there was an opportunity to add some significant value to the project, and improve on the University’s previous data capture.

Solution

We returned with an enhanced proposal to improve data capture to 2% of attendees (5,340 records). Our proposal included a concept based on Bradford being the ‘Technology University of the North’, a themed prize in the shape of a trip to the Kennedy Space Centre, as well as sales and event training to University ambassadors. We delivered all activity in time for the first fair, just 6 weeks after the briefing meeting. This involved tight project management by us to deliver the creative strategy, artwork execution, print management and event logistics.

Success

The client exceeded project KPI’s with 17,500 records captured across the fairs, equating to 6.6% of all attendees at a cost of £2.47 per lead. 1,322 records were captured at the Belfast fair alone. Not to mention an impactful, highly engaging and much talked about exhibition stand complete with a motivated team of University ambassadors. The project also drew positive feedback from sector peers and, importantly, internal stakeholders.

17,500 records captured

£2.47 cost per lead

1,322 records captured at Belfast alone