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A longterm "always on" approach goaled at eliciting a measurable, attributable enquiry
Now let's look at Open Days
Socials
Meta & TikTok
60% of media budget
Media Buying
Goal at achieving maximum reach and frequency within the prospective student audience in the long term
Use buying methods like cost per completed video view, cost per landing page view & cost per click
Use these methods instead of cost per thousand people reached, for example, because better reach outcomes are derived by buying an action of real intent, like watching a video to completion
Targeting
Narrow the prospective student population by prominent geo regions & interests
Anti-target students currently in undergrad education who might otherwise appear in prospective student target groups
Concept
Use the scale, targeting options & video placements of the platforms to engage & educate prospective students as they consider their university choice
Creative
Use high quality, vertical videos & do not rely on sound
Begin with a clear value proposition
Look to use the most vibrant parts of the brand identity for a bold, attention-grabbing aesthetic
Bring in real voices, faces & points-of-view from the student body to underpin information
The adjacent example shows where we would begin the process
Creators
Instagram, TikTok, YouTube
0% of media spend
Activation
Working with creators is all about focussing on creating the most relevant & engaging content & less about strict branding
We'll look to partner with an up & coming creator from the student body to provide more in-depth, real world information from an ultra authentic source
Why?
Gen-Z don't like searching on the web for clunky & dense information
Creators deliver information in bitesize video format
Youtube is now the 3rd largest search engine
TikTok & Instagram have recently outstripped Google for searches from a 16-24 audience
Concept
Invest in creator-led marketing to provide a new, ongoing & valuable research resource for prospective students
Engage with, uncover & develop creator talent within the UoG student body
Help relatable, authentic content about life at UoG become an easily discoverable resource for prospective students aside from official UoG channels
Example
In this example we see @maisy<3 a TikTok creator with 120k followers, who will be starting at UoG this year to study film production
Roar® would support someone like @maisy<3 with production of high quality, brand safe content, with coherent messaging frameworks & content timelines
In the example we see a behind-the-curtain view - a popular concept - demonstrating the appetite for authentic information
A similar format that performs well is the day-in-the-life montage, showing the unbranded, honest reality
Quick Links
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Building awareness & CRM data
Here's how we'll approach each channel
Gathering custom audiences & lookalike models to implement into the Open Days & Clearing campaigns
Leveraging targeting & scale available in digital channels to achieve the biggest impact
Tracking & Dashboard
UCAS forms are an un-attributable outcome & therefore the Apply dashboard will focus on the enquiries & the KPI's behind this action
Other useful data like total-spend-to-date & enquiries-to-goal will be included to help keep the project on pace
Below shows our first draft design for the campaign overview page
Premium Publishers
The Student Room, UniLad etc.
10% of media budget
Media Buying
Activate using specialised exchange platforms with access to multiple inventory sources & a heavy skew to mobile devices
Use multiple buying methods including cost per click & cost per engagement
Targeting
Targeting via age, prominent geo regions & interest segmentation
Anti-target students currently in tertiary education
Concept
Use the scale, targeting options & multitude of high impact placements across a premium publisher network to execute a mobile-focussed initiative that engages & educates prospective students
Creative
To maximise long-term reach & frequency goals, at a low-cost, only activate static placements
Look to be ultra eye-catching, with simple, bold visuals
Messages need to be short, have integrity, validate the product & have a tone that resonates with the audience
Consider using quotes from students & graduates speaking to areas prospective applicants most care about as the optimal way to satisfy the requirements
You can see some of our first thoughts in the examples here
Audio
Acast, Spotify, Soundcloud etc
15% of media budget
Media Buying
Activate using specialised audio exchanges & prominent self-serve platforms like Spotify
Buying models to include cost per thousand, cost per click & cost per engagement
Negotiate directly with hosts for maximum value
Targeting
Apply age, content, geo & interest segment targeting to all adverts
For host reads, select shows & geo targets where the age & interests over-index
Concept
Use audio ads specifically designed for different platforms, devices & content
Introduce podcast host partnerships from shows that resonate with prospective students with a goal of generating genuine interest & intent
Creative
Create & test multiple audio ad scripts to optimise messaging, ensuring >95% listen through rates
Host reads are great for more in-depth, heartfelt & natural information
The adjacent Roar® campaign example shows an organic, integrated host read for Transport For London via The Guilty Feminist podcast
VOD
YouTube
15% of media budget
Media Buying
Purchase skippable pre-roll inventory against the targeted list of search terms on a cost per thousand impressions basis
Targeting
Targeting content through university research search terms, for example, 'Best Uni for STEM'
Concept
Employ video pre-rolls targeting university research content, building relevance & awareness with prospective students
Creative
Grab attention & deliver core brand information within the first 5secs, before the skip
A strong sense of personality will help elicit the opportunity to deliver deeper information to the prospective student after the skip
