Building on an already successful campaign
and delivering tangible results proved to be a
winner in more ways than one.
Birkbeck University of London is based in the heart of the city and has a world-class reputation for delivering first rate teaching within a framework of part-time provision.
Over three years we successfully developed a campaign which continues to feed back impressive results: 92.3% was the increase in individual external visitors to Birkbeck's website from January to September compared with the same period in the previous year.
In 2007, the creative execution of the campaign was refreshed to emphasis key messages through the use of speech bubbles, but the overall style and colour remained consistent with previous years. Such continuity built upon the success of the previous campaigns and maximises recall, making recognition of Birkbeck even stronger.
Research has been undertaken by the college to ensure that they had a detailed understanding of the Birkbeck student body and how it segmented across all levels of study. The findings have been used to inform the development of the subsequent campaigns. The research also enabled the college to accurately target and segment Birkbeck’s core target groups by ensuring that the right people in the right places saw the right messages.
Media selected was based on what the research showed to be the most effective across Birkbeck’s target groups and segmentation and included the Internet, outdoor, press and direct mail.
As always – facts speak for themselves: External visitors to the college website have increased by over 90%. General enquiries have multiplied by nearly 30%. Open day attendance has been boosted by over 62% and this concluded with a 7% increase in applications in 2007, the highest in the College’s 185-year history!
Such impressive results have also been rewarded with the campaign winning Gold and Silver Heist Awards.
