A creative, innovative approach to drive UG applications during clearing.

Introduction

We currently work with University of Westminster supporting their Undergraduate, Postgraduate and Short Courses student recruitment.

About our client

Established 180 years ago as the UK's first polytechnic institution, the University of Westminster has a long history of international collaboration and engagement. With an emphasis on internationalisation, the University today opens its doors to over 22,000 students, hailing from every continent.

Goal

Our brief for Clearing was to maximise exposure of the University of Westminster brand to prospective students during this key period and drive Undergraduate student applications.

Our main objective for the Clearing campaign was to help drive applications from 1st July to the end of August using Google Ads: Search, Display and YouTube.

I would never call Itineris a supplier, they are a true partner in every sense of the word.

― Jessica Kneller, Head of Marketing

Strategy

Our primary role was to manage all campaigns that went through Google Ads: Search, Display, YouTube and the insights associated with each channel. Our secondary role was to provide strategic support across digital marketing and campaign planning to the Westminster team.

We needed to think strategically and creatively to ensure we had the competitive edge when deploying the campaigns, particularly on 15th August (Results Day).

Execution

We aligned the Google Ads arm of this campaign with OOH and Paid Social advertising. In the lead up to results day, we used top of funnel channels to drive awareness. On results day and thereafter, our focus was conversion utilising bottom of funnel (Google Search) channels.

On results day, we adopted a ‘war room’ approach where key agency members sat with the marketing team at University of Westminster to be as agile as possible, monitor conversions and respond quickly to any shortfall in applications.