Gower College Swansea required an engaging student recruitment campaign with the overall aim to raise awareness of the College to school leavers, their parents and the local community to deliver an increase in website traffic from prospective students ahead of the next academic year.

We have planned and delivered student recruitment media campaigns for Gower College Swansea since 2016. Throughout our collaboration, we have performed regular reviews of digital media and an in-depth analysis at the end of each campaign. These reviews enable us to recommend changes to the College that have consistently resulted in increases in performance from 2016 through to 2020.

To reach prospective students and their parents, we planned a multi-media campaign that included strategically placed out-of-home adverts, appearing in bus shelters, rears and billboards that covered the whole of Swansea and the surrounding area. In addition, we used a phased digital campaign on social media that was designed to provide relevant messaging throughout the last term of the academic year to promote courses with fewer application rates.

 

 

The campaign was due to begin in May 2020, however, with the onset of Covid-19, this meant we had to quickly rethink our approach. We introduced two new advert bursts that targeted current and prospective students by promoting the College’s Covid-19 response and their new e-learning platform that featured blog posts full of help and advice on how to succeed while studying from home. We used this as an opportunity to showcase the benefits of studying at Gower College Swansea and promote the holistic approach of the College, which resulted in a significant increase in both clicks and engagement rates.

 

Results:

 

  • We reached 110,114 prospective students and their parents across Swansea, Llanelli, Neath and Port Talbot, an increase of 840% from 2016.
  • We served 1,773,904 digital impressions, an increase of 2,279% from 2016.
  • We drove 5,808 clicks through to the website, an increase of 3,600% from 2016.
  • The average cost per click had a 55% decrease from 2016.
  • The campaign saw high levels of positive engagement with 882 reactions.
  • The adverts were shared a total of 121 times and with an average additional reach of 78 people per share which delivered an organic reach of approximately 9,438.

 

We were pleased to receive a wide range of engagement and positive reactions from the local community through out-of-home advertising and social media. The campaign resonated well with the target audience and delivered significant results for the College, the best on record.