Leeds Conservatoire - Summer Awareness

Client

Leeds Conservatoire

Industry

Education

Services

Digital Audio Advertising, Broadcast Audio Advertising, Billboard Advertising.

134,419

Sky Pre-roll impressions, achieving with 632 clicks through to the website

> 600,000

impressions delivered through digital billboard advertising

~ 220,000

Potential festival goers reached at Tramlines and Leeds Festival

Encouraging students to become part of a dynamic and creative community with great links to industry

Leeds Conservatoire is a specialist conservatoire, providing an innovative range of undergraduate and postgraduate courses across music performance, composition, production and performing arts.

The Ark Media was asked to plan a targeted media campaign showcasing Leeds Conservatoire's offering to push student recruitment and raise awareness of the new courses available.

Working with Leeds Conservatoire's marketing team we identified a key target audience- 17-year-old students interested in music, living in Leeds and the wider Yorkshire, more specifically along the M62 corridor.

Objective

The primary objective was to:

- Raise awareness of and increase enrolment to music focused undergraduate and post-graduate courses.

Digital screens at Leeds Pirate Studios delivered 38,000 impacts.

Strategy and Execution

Highlighting the unique offer for creatively-minded students was the driving force behind this integrated media campaign. We chose what would work for the audience by understanding their channels and what would resonate with them.

The strategy included:

- Targeted media channels including festivals (Tramlines and Leeds Festival), rehearsal and recording studios, and music venues

- Digital Audio streaming using precise targeting data to enable us to deliver the message directly to those students interested in pursuing music courses

- Sky Pre-roll advertising to ensure maximum reach to those looking to enrol of university courses

Leeds Festival posters reach a possible 120,000 attendees.

4 sheet posters at Tramlines Music Festival, aimed at targeting students thinking of a potential future in the music industry.

Key Insights and Future Strategy

Through creative thinking and data-driven research, we learned that targeting students where they already engage is essential for maximising campaign success. By leveraging strategic media channels such as high-attendance events, we were able to significantly amplify our reach.

For example, we capitalized on the Leeds Festival, with over 100,000 attendees, and the Tramlines Music Festival in Sheffield, which drew in 120,000 attendees, as well as other popular music venues. We also incorporated audio streaming on carefully selected platforms and partnered with local radio stations like Leeds Dance Community Radio to further expand our audience. Additionally, digital ads on the Sky website and apps helped us reach an even wider demographic, ensuring no opportunity was missed.

This campaign successfully demonstrated the importance of reaching students in the right place, at the right time, with tailored messaging. By connecting with them through channels they actively use, we highlighted why Leeds Conservatoire is the ideal destination for their music aspirations. Most importantly, this approach can be applied to future campaigns to achieve equally impressive results, backed by the evidence from this successful initiative.