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 advisors 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 reach an approximate audience of 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 September
  • Over 600 walk-ins compared to around 200 last year.
  • A record numbers of enquiries, applications and enrolments.