Boston Spa Academy Sixth Form 

Objectives 

The primary objective of these campaigns were to:

-Increase sign ups to the Elliott Hudson Sixth Form at Boston Spa Academy and fill additional spaces.

-Encourage people to attend one of the Boston Spa Open Day events

Strategy and Execution

Creating a campaign with a niche target audience, students looking at post-16 education options and their parents, in a location like Boston Spa where there are few available advertising opportunities, posed a challenge. The Ark Media worked creatively to be able to target this audience directly using digital audio streaming capabilities to breakdown an audience based on demographics and location who could be interested in Sixth Form education.

The strategy included:

- A Targeted Spotify audio advertising across Boston Spa, Collingham, Wetherby, Spofforth, Bramham and East Keswick to raise awareness

- A Spotify audio campaign with a clear call to action to attend one of the Sixth Form's Open Days

Promoting the Right Message

Educational recruitment campaigns is an area where the Ark Media have had considerable experience and success in. Our insight to educational recruitment campaigns means we know what to say, who to say to it to, where to say it and when. Our awareness of Spotify as a popular service amongst young people, meant it offered a great opportunity to speak directly to this audience, and provided a great medium of advertising in a locale like Boston Spa where Out-of-Home advertising space is limited.

The 93% listen through rate across both adverts demonstrates that post-16 education was something the audience we profiled was considering. It also showcases the strength of the message, the Sixth Form at Boston Spa is a great option for further education and the Spotify advert was able to offer a concise snapshot of why it should be a consideration to potential students and why attending one of the Open Events was an important step when making the decision of post-16 study.