After a rebrand UON were keen to harness the new opportunity and improve UoN’s recruitment position against competitors, we developed an integrated online and offline campaign for the main UG cycle and Clearing during lockdown.
Full-cycle undergraduate recruitment
University of Northampton
In essence: their difference is welcome, celebrated and thrives. The campaign ran from this top-line concept at awareness stage to similarly aspirational, lower recruitment funnel content such as ‘The Future Needs People Like You’.
The campaign launched in early 2020 and ran until Clearing 2021, from awareness to events and conversions for specific courses. We initially targeted students and influencers in a 70–90-minute drive time of UoN, ensuring visibility against competitor audiences. We later extended to engage previously ‘untapped’ areas.
The campaign utilised a mix of digital, OOH, VOD and third-party activity. As shown, the full channel mix included search (Google and Bing), Facebook, Instagram, YouTube, on-demand video content and programmatic display. The integrated campaign followed a nurture narrative, taking students from early engagement (audience building phase) to consideration, event attendance and eventually application.