Luminate Education- Leeds City College Enrolment

Helping Students Find Their Space

With more than 20,000 students, Leeds City College is one of the largest further education institutions in the country and one of the region’s biggest apprenticeship providers. The college creates a learning environment where all students can achieve their full potential whether that be through a vocational course, apprenticeship or a T Level. 

For this campaign, Leeds City College asked the Ark Media to create and deliver a three phased media campaign running from June to September, making them visible to students, parents and influencers. The campaign aimed to focus on key messaging: Pre-enrolment, Enrol Now and It's Not too Late.

 Bus rears, in Leeds, delivered 780,260 impacts over two weeks

Objectives

The primary objective for this campaign was to:

-Target potential students, parents and influencers, making Leeds City College front of mind over the pre-enrolment and enrolment periods

Strategy and Execution

Utilising Leeds City College's insight and TGI data, we planned an integrated marketing campaign that would increase visibility within the Leeds area and effectively reach and engage with the relevant audiences.

The strategy included:

-Bus rear advertising to deliver a wide reach within the Leeds area

-Sky Pre-roll allowing demographic targeting to ensure that the ads were seen by the relevant audiences, who were more likely to enrol.  It also offered the opportunity to use engaging video content to highlight the college's offering

-Sky Adsmart to target specific households based on demographics and viewing habits. This precision targeting reduced wastage whilst ensuring that it reached the relevant audiences

-Shopping centre advertising to maximise exposure to both potential students and their influencers

Supporting Leeds City College to Shape the Future

The integrated media campaign for Leeds City College successfully leveraged a combination of high-visibility and precision-targeted advertising to engage potential students, parents, and influencers in the Leeds area. By utilising a range of platforms, including bus rear advertising, Sky pre-roll, Sky Adsmart, and shopping centre advertising, the campaign maximised its reach while ensuring that messaging was tailored to the most relevant audiences.

With clear objectives to raise awareness and drive enrolment during key periods, the strategy was underpinned by valuable data insights, which allowed for effective targeting and reduced wastage. The campaign’s diverse touchpoints helped keep Leeds City College top of mind, while the compelling, dynamic content delivered across multiple channels showcased the college's wide-ranging opportunities, from vocational courses to apprenticeships and T Levels.

Ultimately, the combination of broad awareness-building through outdoor and shopping centre advertising, alongside more targeted digital strategies, resulted in meaningful engagement with the college's key audience. The 780,260 impressions from bus rear ads, 80,823 impressions via Sky Adsmart, and the 347 click-throughs to the landing page are clear indicators of the campaign’s effectiveness in capturing interest and driving action. This integrated approach not only boosted the college’s visibility but also contributed to a stronger connection with prospective students and their influencers, positioning Leeds City College as the educational institution of choice.

The campaign’s success sets a strong foundation for future marketing efforts, demonstrating the power of targeted, multi-platform campaigns in reaching and engaging key audiences at pivotal moments in the enrolment cycle.