The Start
We were tasked with delivering a streamlined Undergraduate (UG) campaign that would resonate not only with potential students but also their crucial influencers – parents and teachers. The challenge was to stand out in a crowded landscape while maintaining simplicity to ensure a broad reach. The pivotal point of success would be measured in the year-on-year uplift in the number of prospective undergraduate students attending the Henley Business School open days on 5th and 12th October.
The Middle
We recognised the importance of targeting key influencers such as parents and teachers, understanding that their opinions significantly shape a student’s academic choices. To achieve this, our strategy was twofold: first, to make the campaign different from other business schools, and second, to keep it simple enough for maximum impact.
We meticulously planned Out-of-Home (OOH) locations and formats strategically positioned to build awareness and drive enquiries. Partnering with Great Western Railway, we leveraged key commuter stations with substantial footfall along the M4 corridor. Locations including Paddington, Reading, Didcot Parkway, Maidenhead, and Slough became our canvases. Here, we didn’t just rely on visibility; we designed clear call-to-actions ensuring that the creative resonated and inspired action.
The End
As the open days approached, the results spoke for themselves. The uplift in the number of prospective undergraduate students attending the Henley Business School open days was up by 35% on the previous year.