With lower budgets and tougher targets, how did this University receive their highest ever recorded Open Day attendance?
After placing a lot of focus (budget and activity) on their Open Days in 2017, but still seeing a 20% decline in attendees, this historic public-University looked to Net Natives to give their summer Open Days a boost and hit some tough targets, with a reduced budget.
The University needed a more strategic outlook. Net Natives worked closely with the Marketing team to devise a multi-platform, targeted campaign that would not only reach thousands of potential students but also convert into measurable open day attendance too.
Strategically targeting the University’s key audience and continually reviewing and optimising the campaigns, the Net Natives team were able to get the University’s message out there. The team ran awareness-raising activity first, which enabled them to reach a large scale audience across multiple channels, including Snapchat. They then retargeted the audience members that visited the University’s website with conversion ads in the lead up to the open days with a powerful call to action.
Running the awareness phase first created strong retargeting lists to target during the conversion phase, meaning the conversion ads were seen over 740,000 times.
Competing with England reaching the Quarter Finals in the World Cup to play Sweden, the University still smashed all their targets - completely exceeding their open day attendance expectations. Not only did the number of bookings go up, but so did the number of attendees turning up on the days due to the high quality of leads the campaign generated.
The previous year, the University’s Open Day attendance had declined by 20%, this year the University had the highest ever recorded attendance - seeing an increase of 36% and increasing forecasted revenues by £900k.