Bolton College informed us that enrolment figures were unexpectedly down in September, across all 18 College departments. They needed to attract new interest from new contacts and fast. It was believed that potential students across all courses thought it was ‘too late’ and would delay enrolment until another year.
Any prospective students, of all ages and across all courses throughout the College, although main emphasis was on 16-19 year olds who make up the majority of enrolment each year. The College’s prospectus mailing had already reached households across Bolton within a 10 mile radius of the College, so a solution to identify new potential applicants was needed.
Workhouse suggested a quick turnaround digital campaign using social media. Based on the age and preference of the audience, Facebook was chosen as the most effective channel.
A simple campaign was created, using a key line linked to each College department (eg Performing Arts – Are you Dying to Dance?) with the simple message that ‘It’s not too late to enrol’ and ‘There’s still time’. This was carefully targeted to a radius of 25 miles from College and based on Facebook users age, likes and dislikes. It was also scheduled to broadcast over a few days to ensure no users received numerous posts on their newsfeed all at once. These Facebook adverts were linked to the relevant enrolment page on the College website, ensuring minimum clicks required and maximum data capture.
The College reported ROI of 99% within 4 weeks of the initial briefing.