University of Derby

Services: Press advertising, Digital display advertising, Outdoor, Leaflet distribution, Campaign planning

Situation

The University of Derby, one of the country’s leading educators, wanted a campaign to promote part-time courses available at both Derby and Buxton. The courses included traditional degree and post-degree choices but unusually also included short module options lasting 12 weeks at fantastic value.

 

Task

We needed to talk to three distinct target markets; those who wanted to get additional qualifications to further their careers, those in business who wanted to increase their skill base and casual learners who wanted to learn in their free time.

 

Action

In developing the core proposition we talked to and interviewed potential learners in all three target markets and tested the appeal of the shorter module courses along with the core reasons to go to or back to university for further study. These insights helped us to develop a strategy that focused on the core short course proposition of the campaign and the potential creative style. The result was the Bitesized campaign delivered through press advertising, online banner advertising, bus sides, phone boxes and billboard advertising.

 

Result

The campaign delivered a high impact, high frequency message driving potential learners to both the website to discover more and to open days at the university prompting enrolment.