Godalming College

Located in Surrey, Godalming College is one of the top performing sixth forms in the country. Boasting a 99% A-level pass of which 60% are A*-B grade truly sets Godalming College apart from many of the UKs further education institutions.

The challenge

Acquiring new students has never been more competitive. No longer can educational institutions rely on good grades and location alone. Promoting both the College and course offering is critical in maintaining and even increasing attendance figures year on year. One of the main KPI’s in student recruitment are Open Day attendance figures. These are considered to be at the sharp end of the decision making process and as a result directly mirror applications and ultimately student numbers.

  • Approach

    Our challenge was to effectively target both the buyer (the prospective student) and influencer (parents) groups to encourage attendance to the College open evening.

    After reviewing previous application data we were able to focus our marketing activity around key geographical locations through a series of targeted messages.

  • Deliverables

    Combining Facebook, AdWords and display remarketing activity we were able to segment the messages to the identified target audiences which prompted them to register their interest for the event via dedicated landing pages.

    The data captured was then used to nurture interested parties through to application stage via follow up marketing communications.

  • Results

    The open evening figures reinforced the online statistics. Attendance for the event increased significantly from the previous year exceeding the 1000 visitor mark. This equated to a 10% rise year on year.