Hartpury University & College

Digital Marketing Clearing Campaign

THE CLIENT 

Ahead of the 2019/2020 academic year, we teamed up with Hartpury University and Hartpury College on a clearing campaign designed to attract undergraduates to five key areas of study.

The campaign aimed to showcase the vast array of facilities the University and College offer students, including the world’s largest equine educational facility, which hosts three international equine events a year. Included in the facility is a water treadmill and a Racewood event simulator, and a Tech Centre with the latest agricultural technology.

This, alongside a range of other cutting-edge sports facilities, including a power gym, pitches and a stadium, and Hartpury’s extensive animal collection, animal therapy centre and commercial farm, makes the University and College one of the UK’s leading specialist education providers in agriculture, animal, equine, sport and veterinary nursing.

THE BRIEF 

Hartpury came to us with a clearing goal in mind. The University and College wanted to generate interest from undergraduates located within a two-hour radius of their campus, in their five target courses - animal, equine, sport, veterinary nursing & agriculture – with a total target of 80 applications.

THE SOLUTION 

Putting our digital marketing heads together, we decided that the best approach would be to create a campaign with the message ‘Do what you love’ that utilised a mix of subject-level ads across a variety of paid search and social channels, including Google Ads and Display, Facebook, Instagram, YouTube, LinkedIn and, for the first time, Snapchat.

We then split the creative into different messaging types:

The direct one – straight to the point, this ad type focused on

promoting specific Hartpury clearing courses and subjects

The supportive one – this ad offered information and support

• The specialist one – this was our opportunity to promote the unique facilities and specialisms Hartpury offers its students

• The timely one – we used a ‘time is running out’ message on this ad and scheduled towards the end of the campaign to highlight the need to take action before all available places were gone.

Throughout the project, we held weekly update calls with the Hartpury team to make sure we were on top of all ad performance and to identify any opportunities for amendments, which would help us to maximise the effectiveness of the campaign.

We also used a variety of ad types to compare the effectiveness of photography and video ads to determine which was the most successful medium. The result? Videos were the most effective, reaching an average of 91k users.

Our digital marketing team used Snapchat alongside Facebook, Instagram, YouTube, and LinkedIn. Unsurprisingly, the Hartpury campaign (our pilot Snapchat campaign so to speak), proved to be incredibly successful, generating over 2,800 impressions from just three posts.

Hartpury’s clearing campaign clocked out at 101 applicants, which exceeded our original target of 80 enrolled students. Also, over 50% of animal and sport leads resulted in student enrolment.

Since then, we’ve been working with Hartpury University and College on a lot of other exciting PPC and social campaigns, so keep your eyes peeled to see how we use the power of digital marketing to get the results our client deserves.

The Results