Work / Stockport College and Trafford College

Attracting students to a #moreme college

Stockport College and Trafford College

  • Brand Positioning
  • Creative
  • Social Media

The challenge

After a successful Summer 2017 recruitment campaign, Stockport College, newly merged with Trafford College, challenged us once again to increase sign-ups in the lead up to the next academic year, and to engage existing students through an integrated campaign.

Key results

  • 22k+

    Site click throughs

  • 109k+

    New user visits

  • 5.1m

    Impressions generated

The approach

To fully understand our audience and the benefits of studying at the two colleges, we hung out with the students for a day and brainstormed the findings. The resulting campaign takes the way educational establishments typically talk to students… and turns it on its head.

The messages are really personal and speak from the individual’s point of view, making ‘me’ the key word. In a suite of cinema, radio, outdoor, Snapchat, Instagram and YouTube ads targeted to potential students in the surrounding areas, the campaign shows how the newly merged colleges can now offer students more of what they need, enabling each individual to find a course, a potential career and a college experience that’s #moreme.

Results

We generated over 5.1 million impressions and 22,100 clicks through to site across both colleges. We saw over 109,000 new users visit the sites of both colleges during the campaign period. With sign-ups still coming through to the website, we hope to build on the success of the 2017 campaign and see enrolments increase once again this year.

Within the launch of the #moreme campaign we successfully created a platform for current students to showcase the culture and personality of our college institutions. We added a valuable human element to a digitally focussed campaign by allowing students to lead on the creative direction and initial roll-out of the campaign.

Our social media engagement and influence has increase substantially throughout the campaign allowing us to reach new audiences and develop a better understanding of our target market. With over 2.5 million organic impressions across our active platforms during this period we have also been able to unveil the rebrand of the college, ultimately improving our digital performance and brand recognition within the local and regional area.

Elaine Andrews,

Marketing Manager at Trafford College Group