We were brought in to deliver recruitment campaigns and interim senior level marketing support at Oldham College - a Further Education provider with an extensive range of professional and technical qualifications and degrees for 16-18 year olds and adult learners.
The post-16 education market is cluttered with similar styles of creative execution. Our first challenge was to develop a campaign creative and strapline that delivered cut-through and would resonate with the target audiences and work across digital, outdoor and traditional media.
We planned and executed a multimedia campaign including digital, social, direct mail, press, outdoor and external engagement. The Kenyons team took over the social channels of the College and account direction was delivered from the client offices, showing our flexibility in approach to project delivery.
We developed a portfolio of creative assets, including animation and video, for geo-targeted delivery through Instagram, SnapChat, Google, Facebook and YouTube. Our on-line presence was supported by on-street activity with engagement teams data capturing across high footfall areas in the target geographies.
Our digital activity delivered. Our GCSE results single-day SnapChat filter reached over 11,000 people with a use rate of 5.85%. Our videos and animations reached 9,000 people on Facebook and over 15,000 on YouTube in a matter of days.
Working at pace, across a time-limited summer campaign, we produced over 140 creative assets – from digital ads to vehicle wraps, animations to direct mail. The results saw our activity deliver three times the target of net new students.