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.
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.