Having been formed in a merger, and with exceptional specialist vocational facilities, it was key that the Heart of Worcestershire College (HoW) engaged with the right target audience and ROI on any advertising was maximised.

The College had the additional challenge of being in a competitive location. With plenty of other further education options nearby, HoW needed to stand out.

Net Natives were approached by the Heart of Worcestershire College due to our extensive experience in FE college marketing.

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The right advertising, at the right time

Net Natives’ approach began with gaining a deeper understanding of the institution, it’s USPs and values. From this, the team were able to build a creative advertising campaign that offered a multi-phase approach utilising paid search and social advertising at key dates throughout the year, across a range of platforms.

Based on our understanding of the College and the student market, Net Natives’ Paid Media specialists selected the best two channels that would provide the most efficient approach. Using Facebook, Net Natives were able to build awareness of HoW to the parents of prospective students, catching them while in a passive state on the platform. This method was also ideal in promoting awareness of the apprenticeships and higher education courses available.

Google Search was then utilised to bid on key search terms and catch the audience attracted through the awareness phase when they were actively searching and considering a course of study. Net Natives also bid on HoW competitor terms to attract parents that were searching for open days at competitor institutes to maximise the potential attendance rate and stay competitive in the market.

And the results?

The Google Search campaign promoting higher education courses received a CTR exceeding the industry average by 2,900%. With such a high CTR, HoW saw a steady boost in website traffic to their site and an increase in brand awareness amongst their target audiences. Similarly, the Google Search open event campaign achieved a CTR that was 1,500% above industry benchmark, raising awareness and boosting attendance.

The approach taken early on to understand HoW’s key messages and USPs built the foundation for these results. Knowing that there were flexible study programmes, small class sizes for ensured academic support, and improved employability prospects enabled Net Natives to focus the campaign and generate this exceptional number of clicks.

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Article by

Rich Campbell

Head of Marketing