Client

Staffordshire University

Sector

Education

Process

Direct and Online Marketing

Key Result

Increase in open days booked

pURL Campaign

Harnessing data to create a personalised campaign to re-engage prospects and increase attendances at open days.

The Challenge

Staffordshire University was determined to increase its conversion rate among potential students who visited their stand at external events, such as careers fairs. It is a challenge typical of the long sales process facing educational institutions, with several months often elapsing between awareness and purchase. The task was to encourage this audience to sign-up for an open day, as the first step in a deeper engagement with the University.

The Solution

With years of experience tackling complex sales funnels, and in the education sector as a whole, Lesniak Swann was ready to help. We developed a direct mail campaign that brought to life the University’s ‘connected’ message to prompt potential students to attend one of the regular open days.

Targeted at prospects who had previously show an interest, but then not followed it up, the campaign aimed to be encouraging, inspirational and highly personal.

Early scamps and concepts

Data-driven and personal

Using data the University already held from the prospect’s previous interactions, the direct mail was personalised according to the prospect’s name, subject interest and distance from the University. Imagery, too, was tailored to their specific career aspirations.

These elements were combined to create a visually appealing and highly relevant message focused around the prospect only being ‘x miles’ from an exciting new career in their chosen area of interest.

It also included a fun badge tailored to their career ambitions, which recipients could wear and share on social media.

Personailsed Direct Mailer

Online engagement

Each mailer featured a personalised URL. This directed the recipient to a landing page that was already populated with their details – they simply needed to confirm what course they were interested in and which open day they wanted to attend.

Prominent social media buttons and tags also encouraged users to share a fun ‘Staffs Uni personality quiz’ with their friends and family. The quiz would suggest a suitable career, based on answers to some light-hearted questions. It encouraged users to find out more by booking an open day for themselves, or browsing the courses available, helping to drive interactions with an even wider group of potential students.

The Results

The University was delighted with the campaign. A large number of previously ‘lost’ prospects were successfully re-engaged with the University. Many of these booked open days and subsequently applied for a place to study at Staffordshire.

Social media interactions also rose noticeably while the campaign was active, strengthening brand awareness around the University and its ‘connected’ message.

We were delighted with the campaign devised by Lesniak Swann. It was creative and fun and communicated our key messages to this important audience. Most importantly, it worked! We successfully re-engaged with many prospects, leading to a rise in open day attendances and brand awareness.

Richard Shepherd | Marketing and PR Officer | Staffordshire University

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