Attracting new
students

Overview

We were appointed to work with Baker Dearing, the charity who created and support University Technical Colleges (UTCs) in 2017. Our brief was two-fold: to raise the profile of UTCs in the UK and to drive student footfall at Open Day events in order to drive recruitment.

We worked with 43 UTCs across the UK to bring to life their offering; to upskill young people with the technical skills required to thrive in a modern workplace.

10 delivered a series of streams of work including PR & comms, paid social and content production, to achieve key objectives for a diverse set of stakeholders; parents, students, Principals, school Governors, Employer partners, Government.

In 2018, 10 oversaw 43 paid digital campaigns for all the UTCs. The purpose of these campaigns was to hyper-target parents and students based within a specific radius of a local school. We designed social first content that was tailored to each UTC’s specialism and employer partners. Our strategic approach to this phase of work was to drive awareness initially and then focus on converting sign ups to Eventbrite Open Day pages.

Results

First class results

We saw Open Day attendees rise by 20% year on year, which surpassed the campaign KPI with the following results:

REACHED OVER

3,000,000

PEOPLE

OVER

75,000

CLICKS TO UTC WEBSITES OR
OPEN DAY EVENT BRITE PAGES

OVER

750,000

VIDEO VIEWS

OVER

14,000,000

IMPRESSIONS

Disciplines

Brand Strategy
Stakeholder engagement
Messaging and positioning
Social strategy
Media planning and buying
Optimisation
Analytics
Content curation and production
Long and short-form video
Social cuts
Infographics
Media relations
Proactive and reactive campaigning
Multimedia distribution

Sector

Education

Further projects