Undergraduate recruitment has become very competitive; universities employ increasingly innovative methods to communicate with and convert offer holders. The University of Edinburgh knew from its research that its communications were not meeting offer holder needs. The university wanted to attract the best students, so they launched a conversion campaign as part of an integrated, multi-channel recruitment concept called Drawn to Edinburgh.
From the Judges' Report
Judges thought the University of Edinburgh’s offer holder conversion campaign deserved recognition because changes and improvements were informed by market insights and a deep understanding of the target audience. The specificity of the entry and presentation of the supporting materials also made it easy for judges to see how vastly the program had improved.
