UEL | MintTwist
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UEL

MintTwist was asked to help the University of East London execute an effective 2020 Clearing campaign.

The university’s main goal was to increase the number of applications throughout the period leading up to Clearing Day and after.

Other goals of the campaign were to:

  1. Increase the number of offers and accepts
  2. Improve campaign performance across all channels
  3. Raise overall awareness of UEL

Strategy

We developed a detailed campaign plan using a range of conversion and awareness platforms. Media spend was split between search (Google and Bing), display, YouTube, Facebook and Instagram, Twitter, Snapchat, TikTok, Spotify and Pinterest.

We created individual search campaigns for each school, and the allocated budget took into account the varying priorities of each school’s recruitment. A branded search campaign was created alongside it to capture users actively searching for UEL, whilst ensuring that they also appeared for broader clearing terms to reach those searching more generally.

Search activity was supplemented by a paid social campaign using highly engaging video content to reach the target audience, raise awareness of UEL to prospective applicants, and encourage them to apply.

An example of the campaign creative

Campaign results

As well as reaching the core target audience, our analysis showed an increase in search intent from mature students and parents researching universities on behalf of their children.

As such the age targeting across all channels was not restricted to ensure that we reached this wider audience. The campaigns ran for over three months to cover pre-clearing, clearing day itself and post-clearing. This was to capture and drive early awareness and interest and applications on the day.

69.6%

Increase in applications

39.2%

Increase in clicks

13.12%

Increase in impressions

3.38m

Video views across channels

As a university with a high proportion of direct applicants outside of UCAS, clearing is the most important part of our recruitment cycle. We’re constantly striving to improve our performance and the 2020 campaign was our most successful clearing to date. MintTwist worked incredibly hard to adapt our plans in the wake of the coronavirus pandemic, remained flexible as an unpredictable situation unfolded, and remained bold in reaching new audiences through an integrated and complex plan. We were incredibly happy with the results and we outperformed recruitment targets across the board.
James HassallCampaign manager

And so…

Because of the positive results from the clearing campaign and other domestic and international recruitment campaigns, the University of East London decided to continue to work with us after a rigorous tender process. We have taken the learnings from the 2019/2020 and used these within our current recruitment campaigns.

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