Education expertise: 5 key components for a successful advertising campaign

The landscape is constantly changing, the way in which we interact with young people evolves year on year. Digital media channels become more and more prominent, and with that we have much more control over how we target our prospective students.

We like to think of ourselves as an expert further and higher education marketing agency. We have been working with further and higher education establishments for over 15 years. From student recruitment campaigns to branding projects.

Just like the students we target, we never stop learning. Our team of strategists understand the need to constantly optimise our media channels, the need to understand why current students chose your establishment, and the need to develop a campaign that will evoke an emotion within our target audience.

Insight drives creativity. Creativity drives emotion. Emotion drives action. No successful advertising campaign is pot luck.

Between the human insight and product insight you will find your brand strategy. We say it a lot, and we teach it in our colleges and universities – this game is all about targeting the right person, with the right message at the right time. But is it as simple as that?

We will provide you with the top 5 considerations when creating the perfect strategy for your further or higher education advertising campaign. But the truth is, your campaign should be tailored to you. It should market your USP’s in a way that your target market will understand.

  1. Budget

Not only will budget influence what you can do, it will also dictate who you can compete against. If your closest competitors are spending more than you, you will drown in their noise. However, there is a way to avoid this. Carefully selected digital channels and highly targeting your audience will ensure the right people will see your message. You are far better off investing money in a well thought out strategy than a radio ad and hoping it will succeed.

Key takeout: Minimise wastage.

  1. Timing

Think – When do you start your recruitment campaign? When does your target market show an interest? There are many activities that should be ‘always-on’ and other activities that you should increase during recruitment periods. Think about when you’re hosting events. This year, numerous colleges held an open day during the World Cup semi-final and saw awful attendance. You need to be adaptable.

Key takeout: Be adaptable and be aware.

  1. Audience

It is important to not only identify who you are trying to speak to. But also, what triggers them? Are your students top of the class, on a budget or looking to study something very niche? You must know your audience inside out in order to reach them. The same message doesn’t always work for every, understand the importance of split messaging within a campaign.

Key takeout: Understand your audience.

  1. Media Channels

Digital marketing must be at the heart of your activity, but a hard-hitting campaign will feature a mix of channels and tactics. The beauty of digital marketing is the control you have over the campaign, targeting and the messaging. You have the ability to split-test messaging and understand what works for you.

Key takeout: Test, learn, optimize.

  1. Creative

If you asked me the difference between a marketing campaign and an advertising campaign? I’d tell you creativity. Creativity is vital to stand out from the crowd and make your campaign land in the way that you want it to. It evokes an emotion that people will act on. Recruit an agency to give your marketing efforts an added edge. Understand that creativity should be founded based on customer insights and truths. Creativity is entirely subjective, but when developed by a razor-sharp strategy it’s unarguable.

Key takeout: Don’t be creative for the sake of being creative.

This should provoke some thought into your marketing efforts. An advertising campaign isn’t a short burst of activity that should be left unattended, you should constantly monitor the performance and optimise where necessary.

If you’re looking for a specialist further and higher education marketing agency in Birmingham and would like to learn more, don’t hesitate to get in touch. Get in touch or call John on 01675 467 462/ 07748 114444 or email jwilford@rave-communications.com.

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