In early 2018, applications to U.K. universities were predicted to decrease 12%, and at University of East Anglia, we projected recruitment shortfalls across most courses. At this stage in the cycle this shortfall would have to be tackled in Clearing (the period during which universities can fill open places on course). So we set about determining a strategy to drive recruitment through the process. Data showed us that more than half of all applicants who enter Clearing would plan to ahead of time (meaning their decision was open to influence) and that more than half of clearing applicants are placed in institutions they hadn’t previously considered—meaning understanding and affinity with UEA was very unlikely. We also believed that communications that aim for emotional responses would be more effective than those that presented rational reasons to choose, and our strategy was born.
From the Judges
Judges were engaged the whole time! We liked the pairing of the language with the visuals, and found the video overall to be great, clear, and crisp. It was peppy, stayed on-point, and clearly got message across. This was just the right length, while also being inspiring and energizing. There was clever editing. Best video!
