#talentbites

#talentbites

Whistle-stop

How we changed our approach

to recruit students

Georgina KellyMarketing and PR Director, Staffordshire University

#talentbites

#talentbites

#talentbites

Traditional Approach

Rational Graduate Employability

Messaging Information Advice

Guidance/Niche support

Subject-Led Campaigns Very Regional

Advertising

#talentbites

Prospectus

#talentbites

Open Day

#talentbites

Event Display

#talentbites

Digital Journey

#talentbites

New Approach

Every one of our courses comes with a

guarantee of real work experience,

giving every one of our students the

edge over other graduates.

Increase and obtain earlier an effective prospects

database. HE Fairs Target 5% of visitors (13k) and

ensure impactful contact strategy

Re-mapped the customer journey. Used media our

target audience used. Combined traditional and

newer media.

Positioned the university as the place where

people grow to think and act for themselves

The entire Open Day customer experience – pre,

during, follow up – needs to be exceptional. We

need to work harder, so it must be better than

anyone else’s

Created an Emotive & Rational Brand Boost Enquiry Database

Omni-channel approach

Embed Campus Transformation into all the

messaging platforms.

Open Day Strategy

EMBEDCOURSES THAT WORK £40m CITY CAMPUS TRANSFORMATION

#talentbites

Our Manifesto

#talentbites

#talentbites

#talentbites

#talentbites

#talentbites

Prospectus

#talentbites

Prospectus

#talentbites

Event Display

#talentbites

Social Media Journey

#talentbites

TV Advert

#talentbites

Media Choice

Media Impressions Clicks CTR Cost CPC Conversions CPA

TOTAL 16,548,855 74,262 0.45% 401,533.13£ 5.41£ 20,568 19.52£

Channel 4 n/a n/a n/a 166,994.33£ n/a n/a n/a

Cinema n/a n/a n/a 25,128.53£ n/a n/a n/a

ITV n/a n/a n/a 8,618.42£ n/a n/a n/a

4oD n/a 3,467 n/a 46,046.00£ 13.28£ n/a n/a

WhatUni 519,701 540 0.10% 27,027.00£ 50.05£ 343 78.80£

Guardian 562,140 24,662 4.39% 18,768.75£ 0.76£ 17,171 1.09£

UCAS 820,978 743 0.09% 21,467.70£ 28.89£ 570 37.66£

RTB 6,611,990 21,178 0.32% 25,025.00£ 1.18£ 2,216 11.29£

The Student Room 857,772 1,611 0.19% 28,078.05£ 17.43£ 168 167.13£

EduMobile 4,560,472 21,195 0.46% 15,015.00£ 0.71£ 70 214.50£

The Complete Uni Guide 115,647 132 0.11% 4,354.35£ 32.99£ 8 544.29£

VE Interactive n/a 73 n/a 5,000.00£ 68.49£ 17 294.12£

Express and Star 2,300,202 502 0.02% 6,006.00£ 11.96£ 2 3,003.00£

Staffs New sletter 199,953 159 0.08% 4,004.00£ 25.18£ 3 1,334.67£

TOTAL excl. TV, and Cinema 16,548,855 74,262 0.45% 200,791.85£ 2.70£ 20,568 9.76£

#talentbites

New Approach - Results

12,000 database versus 1800 last year

From 100 to Number 11 – Edurank Websites

16,548,855 impressions

74,133 clicks

Click Rate 0.43% (industry ave 0.10%)

Brand Awareness

Created an Emotive & Rational Brand Boost Enquiry Database

Omni-channel approachOpen Day Strategy

100 + attendees

3%+ registration to attendance open days

12,000 database versus 1800 last year

#talentbites

View more at

talentbites.com