The Results
+233%
in website conversion rate vs. previous agency
909
qualified course applications
x144
return on investment
The Brief
City of Bristol College came to us with a unique challenge: how do you engage and enrol prospective students for the academic year ahead, during a global pandemic? Moreover, how do you do it without visiting the campus or meeting a lecturer, and how do you do it at scale?
Our Response
The Target team stayed up late on a school night to study what truly motivates students to commit to further education before rolling out an integrated digital campaign that championed TikTok, Facebook, Instagram & Google Ads, and campaigns that provided relevant information at each stage of the decision-making process. From paid social prospecting and course awareness campaigns, based on student interests and browsing behaviour, and search campaigns delivered to high intent users in the consideration phase; through to tailored remarketing to students who had shown significant interest in a particular vocation.
The Results
We worked closely with the College's marketing department to deliver campaigns that fit the college's specific audience demographic and catchment area (a 1 hour commute). The campaign drove more than 2 million impressions, 17,400 new website users and saw 909 qualified students submit their application to begin developing their life’s passion at City of Bristol College. As an agency, our team won a coveted UK Search Award for this particular campaign in November 2021.
What's Next
We still work closely with City of Bristol College on seasonal campaigns to help connect people with their passions; we're already planning this year's summer campaign, and we will be running an omni-channel campaign for Rebekah and her team in January 2023, too.
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