University Centre Leeds - Enrolment 2024

Adults expecting to start university are 71% more likely to have done something on their mobile phone after seeing an OOH advertisement.

(Source TGI October 2015-September 2016 Target audience Adults expecting to start university in the next 12 months.)

University Centre Leeds (UCL) offer a range of higher education courses and foundation degrees, which provide students with industry and sector-specific qualifications and expertise including subject areas such as Law, Science, Sports, Creative Arts, Health, Business Leadership and Engineering.

UCL tasked The Ark Media with planning and delivering a data-led multi-media campaign that would drive student recruitment and showcase their exceptional educational offering to a more nontraditional target audience.

Objectives

The primary focus of this campaign was:

-To drive recruitment for 2024 courses, targeting adults in Leeds and the surrounding West Yorkshire area, who may feel that further education was not for them, to think again.

Bus rears delivered 3,895,750 impacts over a 4-week-period.

 Over 1 million people reached through bus advertising alone.

Strategy and Execution

The Ark Media worked with UCL to determine it's primary target audience and postcode areas as a starting point for planning. Data driven, high impact out-of-home media sites were utilised to give maximum reach and exposure around the university's enrolment and clearing cycle. To elevate and increase ad recall, a targeted audio and Sky Pre-roll campaign ran along side.

- A high impact 4-week bus rear campaign across Leeds, Wakefield, Castleford, Dewsbury and Heckmondwike.

- Iconic high impact digital billboards on the M621 targeted adults commuting.

- Tv streaming including 15-20 second video content on Sky Pre-Roll targeted parents with teenage children across West Yorkshire.

- Audio streaming on Digital Advertising Exchange (DAX) enabled postcode specific and age specific target audiences to be reached.

M621 Digital 96 sheet.

Summary

The Ark Media have delivered a wide range of campaigns for UCL including Further Education and Higher Education student and staff recruitment.

During the planning and execution of this campaign, we were able to use our expertise and insights around student recruitment and the local media landscape to create and implement a successful high-impact OOH campaign, overlayered with geo and age targeted audio and TV, allowing maximum reach and engagement with potential students.

Railway 4 sheets delivered 573,801 impressions, reaching 183,550 people.