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University of East Anglia
Clearing 2024: A masterclass in collaboration
Hybrid’s partnership with UEA spans several years, evolving from a focus on digital media to becoming an integral part of their entire marketing operation. Together, we’ve built one of our longest-standing, most valued relationships, continuously innovating to solve challenges in the rapidly shifting higher education sector. UEA has been a key partner in the development of several of our cutting-edge tools which allow us to push student recruitment further than ever before.
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The Clearing period represents the most intense and critical recruitment window in UK higher education. For the University of East Anglia, the 2024 Clearing cycle demanded exceptional strategic focus as every single student placement mattered to the institution's community and academic vitality.
UEA entered an extraordinarily competitive 2024 Clearing landscape, with 17 of 24 Russell Group universities actively vying for the same pool of talented students. This unprecedented level of competition meant securing the right match between student and university required more precision and care than ever before. The rapidly evolving digital marketing environment presented additional complexity – consent mode changes and escalating costs-per-click demanded a sophisticated, targeted approach to connect with prospective students during this crucial decision-making period.
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Anticipating fierce competition from Russell Group universities aiming to offset international student declines, UEA set ambitious dual objectives: to defend its current pipeline and attract new students with high intent to enrol. An overarching target to increase recruitment from diversified and first-generation backgrounds was also established.
We created a strategy that was not just about increasing ad spend but about using data-driven insights to guide smarter decisions. The solution was multi-faceted, with a focus on both audience targeting and creative execution. We helped UEA keep their brand front and centre with a mix of programmatic, social, and search advertising, capitalising on platforms like Google Search, TikTok, Instagram, YouTube, and Snapchat to engage Gen Z and key influencers.
At the same time, we implemented a targeted conversion approach, using tools like retargeting ads and tailored creative to drive applications and calls to action. By refining the bidding strategy and being nimble in the face of rising costs, we helped UEA secure key spots in a crowded digital space, even when competitors were scrambling for the same visibility.
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The results were outstanding, especially considering the context.
The campaign phase that preceded Results Day saw significantly more course engagements and clicks to UEA's site than anticipated. Comparatively, the Results Day phase of the campaign exceeded targeted impressions and clicks to call. Overall, the campaign surpassed its targeted offers and saw a marked increase in recruitment from diversified backgrounds, positioning UEA strongly against its competitors.
In a Clearing cycle where every student placement was crucial, the campaign delivered exceptional results across all key metrics. More importantly, it succeeded in attracting a more diverse cohort of students, enriching the university's academic community. The campaign's performance against formidable competition from Russell Group institutions validated the importance of agility, precision targeting, and authentic engagement with prospective students.
Our partnership outlines a fundamental truth: in modern higher education recruitment, success comes not from outspending competitors, but from outsmarting them through strategic insight and flawless execution.