Reaching out to hidden talent

AIM

To encourage students to apply for undergraduate places via clearing at Queen Margaret University for 2013. The aim was to increase not only the number of visitors to the clearing homepage during the period, but increase the overall number of applications. During the previous year, HTML emails were utilised via the Big Choice Group and Hotcourses to attract visitors. However, results showed that this method of HTML emails did not generate an effective enough response.

APPROACH

We created a Facebook page with a built in application that students were driven to via Facebook and Google Pay-per-click (PPC) advertising. Students could then see in real-time what courses were on offer as the clearing process progressed and how to apply. The Google campaign targeted people searching for Clearing related topics and also operated a "Click to Call" message that ran when the University phone line was in operation.

IMPACT

In the first 10 days, the campaign delivered 1,431 visits to the QMU Website Clearing Pages from 1,366 unique users. They viewed 2,280 page of content at an average of 1.6 pages per visit. Visitors that referred via the Facebook application were the most engaged of all traffic, showing the lowest bounce rate, highest page views and longest duration on the site. This campaign also helped to build an engaged community who will all be passed to the main QMU page for next year's intake.


"We were very happy with the big increase in visits to the QMU clearing homepage, helping us to reach out to potential students.'' Joanna Murray, Marketing Officer