THE CLIENT: Bradford College

 

THE BRIEF: A two month student recruitment campaign to promote Bradford College as a great place to study, using the success stories of its students during the exam results period (A-levels and GCSEs) and to encourage employers to see the benefits of working with Bradford College.

 

THE STRATEGY: Source developed an integrated campaign covering PR, social media and marketing activity entitled ‘#ChooseBC’, aimed specifically at promoting Bradford College to young people, their parents, other influencers and employers.

Key elements of the campaign included:

  • An external toolkit for partners was created to help spread the word about ‘#ChooseBC’. Source also created an internal toolkit to help Bradford College staff with exam results activity including social media guidance.
  • The production of a Bradford College information, advice and guidance pack available to young people receiving their GCSE and A-Level exam results, partners, career advisers and employers. This resource was made available on the Bradford College website under a newly created ‘#ChooseBC’ hub.
  • A content marketing strategy was created across both Twitter and Facebook, which significantly boosted Twitter followers and Facebook ‘likes’.

 

THE RESULTS: ‘#ChooseBC’ campaign highlights included:

  • 34 pieces of regional media coverage.
  • 7 pieces of broadcast coverage including BBC Radio Leeds.
  • The print coverage alone had an AVE of £76,475.
  • The print and broadcast coverage combined audience reach of approximately 848,074.
  • Significant increase in followers and engagement across all Bradford College social media channels.
  • Large amount of traffic to The Bradford College website during the exam-results fortnight and to the campaign page (IAG material).
  • Over 4,000 enrolled learners – FE 16-18 fulltime (+600 above the planned target).
  • 62% conversion rate from application to enrolment in 2015/16 (39% in 14/15).
  • A significant increase in attendance at Open Days – over 200 visitors attended an event on 26th
  • Over 600 walk-ins compared to around 200 last year.
  • A record number of enquiries, applications and enrolments.