bISHOP BURTON college
Forward & Thinking were asked to develop a campaign for University Centre Bishop Burton (UCBB) to increase awareness of Clearing and Higher Education courses, drive traffic to the website, and encourage applications and enquiries. We worked alongside creative agency Creative Triangle and the UCBB marketing team to develop the concept “It’s all about you at UCBB”. This concept aligned the UCBB values, the feelings of the staff and students and the marketing goals for the upcoming recruitment cycle.
BRIEF
The campaign targeted potential new Higher Education students (aged 17-25) and their influencers at the key clearing point of entry, post A-level. We managed the project with video, visual and digital assets created and repurposed using existing UCBB video due to the challenges around capturing new footage due to COVID-19. This was all managed through our bespoke artwork management system. We utilised a strong mixture of media, ensuring we were reaching potential students across social media, Google search, Google display, re-marketing, video-on-demand through ITV Hub, All4 and Sky VOD, and Spotify. This was alongside bus activity within high return identified areas highlighting Bishop Burton Clearing options.
CAMPAIGN
RESULTS
UCBB’s campaign was an unprecedented success. The digital platforms (Facebook Network, Google Display Network, Google Search Network and YouTube) generated a total of 1,386,566 impressions, 10,845 clicks and over 55,000 YouTube video views. A further 131,830 impressions were created by video-on-demand platforms with click through rates as high as 2.9% (national average: 0.12%). F&T optimised throughout the lifetime of the campaign, ensuring the most effective leads and exposure for our client in order to deliver the best ROI.
1,386,566 impressions, 10,845 clicks and over 55,000 YouTube video views
131,830 impressions ON VIDEO-ON-DEMAND TV
2.9% Click-through rates
“Forward & Thinking are proactive, knowledgeable, creative and responsive – an invaluable support, especially during what has been a very challenging year. The account management support has gone above and beyond the service level that is expected from a digital and media buying agency. Over £700,000 income has been generated through Clearing (3-year programmes) – this is a 48% increase on the previous year.”
BISHOP BURTON COLLEGE
The Campaign team
ANDY STERLING
Media Planner
NATALEA WALKER
Jo Costello
Head of Business Development
Head of Planning & Strategy (OOH)