Leeds Sixth Form College (LSFC) Recruitment Campaign
Client
Luminate Education Group
Industry
Education
Services
Results
Recruitment up 69%
on the previous year
1.8 million
impacts delivered through targeted bus shelter advertising
52,346 playouts
on digital billboards across a 5-day campaign period
How to showcase why students should come to Leeds Sixth Form College
Leeds Sixth Form College (LSFC) is a vibrant, innovative centre of education in the heart of Leeds offering a range of A Level subjects as well as opportunities to combine A Levels with a vocational element. Like other educational settings, LSFC is constantly competing to attract new students, showcasing their offering at numerous events and open days. Working alongside Luminate Education Group’s in-house marketing team, The Ark Media was asked to plan and execute a hyperlocal out-of-home media campaign, targeting prospective students and their influencers in key feeder locations across Leeds.
Targeted bus shelters advertising delivered 1,839,211 impacts over 2 weeks.
Objective
The primary objective of this campaign was:
-To raise awareness of LSFC’s offering and drive prospective students and their influencers to the college’s website with the potential to enrol.
203,520 impacts delivered over 5 days.
Strategy and Execution
Utilising LSFC’s feeder data and our knowledge of the media landscape in and around Leeds, we planned and executed a strategic 2-week media campaign with OOH placements aimed at putting the college’s messaging directly in the path of potential students and their influencers, reaching the right audience, at the right time.
The strategy included:
-Bus shelter advertising in key feeder postcodes
-Digital billboard advertising on prime arterial roads in and around Leeds to maximise reach and exposure
- Bold visuals and concise messaging
Summary
In today’s crowded education landscape, The Ark media was able to create a strategic OOH media campaign, capturing the attention and connecting with prospective students and parents. Utilising targeted placements on digital billboards and bus shelters allowed the college to raise awareness of their offering in locations frequented by their ideal demographic,
Success speaks for itself with student recruitment up 69% on the previous year.
D96 delivered 10,888 plays in 5 days
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