University for the Creative Arts

The Challenge

UCA underwent a digital transformation project throughout 2019, which was fully supported by a new recruitment campaign concept, designed to inspire, engage and convert students throughout their journey into Summer 2020.

Plateaued UK undergraduate numbers within the creative arts subjects, circa 125,000 per annum

To challenge perceptions & attitudes that creative degrees are only for ‘art types’ whilst, raising awareness of the ‘need for creative thinkers & doers’ across all industries

Develop a campaign concept which accelerates the institution towards their domestic & international student recruitment objectives, for 2020 intakes

The Solution

Produced the THINK AGAIN! recruitment campaign concept & accompanying concept guidelines to cover all digital, social & print channels

Produced custom typography, messaging & digital assets (video, animations, banners, social stories etc.) to allow story-telling throughout the 4 stages of the student recruitment cycle

Put forward a custom content toolkit to allow UCA to develop content further in-house, whilst adhering to all appropriate concept formats & specifications, for various video, social, outdoor & print environments

Results

This campaign left all higher education benchmarks behind, obtaining CTRs of over 120% vs the industry averages, reducing Google’s CPCs by 53% and Instagram’s Cost per Impression down by 76%. With 50,000 students and their families engaging with the content 160,000 times.