Our Brand and Planning Director presented to The College Marketing Network on the success of our #moreme campaign

A popular question in today’s digital world is what role does social media play in education and can it be a positive influence for students?

When it comes to higher education, research has shown that social media can be a powerful tool in the learning journey as it is a platform native to students.

With this in mind, our Brand and Planning Director, Tristan Morris, will this week be presenting to The College Marketing Network on the success of the #moreme campaign that Big Brand Ideas recently developed for Trafford College Group.

What did we do?

We wanted to create a campaign that profiled education choices with lifestyle options. We wanted to appeal to students on a personal level and change the way educational establishments engaged with them.

A significant part of the creative process involved spending time with students from both colleges, to involve them in developing the key campaign messaging and theme.

The students came up with the idea of making ‘me’ the key word and tailoring campaign messages to the individual. We wanted prospective students to make a personal connection with the college.

The idea of ‘Me’ was developed into #moreme, putting students front and centre, highlighting the varying attributes of college life to resonate with students looking for a more autonomous environment.

How did we deliver it?

The cross-channel campaign included cinema, radio, outdoor, Snapchat, Instagram and YouTube with the aim of targeting potential students in the local area. It was designed to show how the newly merged colleges offer students more of what they need, enabling individuals to find a college experience individually tailored to them.

What were the results?

The #moreme campaign resulted in over 3,300 sign-ups, a 5% increase on the previous year, and generated 5.1 million impressions and 22,100 clicks through to site across both colleges. During the length of the campaign more than 109,000 new users visited the Trafford and Stockport websites.

The success of the campaign was recognised at the College Marketing Network’s 2018 FE First Awards where Trafford College Group received the silver award in the innovation and creativity category.

Overall #moreme demonstrated the power of social media and how it can be beneficial to support educational choices. By communicating with students on a platform they use on a daily basis we were able to reach a much wider, yet still highly targeted audience, and showcase the breadth of opportunities Trafford College Group has to offer.

For more information on the #MoreMe campaign and other campaigns visit here.

By Patrick Giffney

PR and Outreach Account Manager

Work

News and views from Big Brand Ideas