In 2017, our international recruitment team struggled in a highly competitive environment to meet the university’s ambitious recruitment targets. After a disappointing September 2017 intake, the team set up a small campaign dedicated to promoting the university’s January 2018 intake, in order to boost the 2017–2018 final intake figures. The target markets were India and Nigeria, although we were keen to raise awareness across our target markets. After unexpected success, a 26% rise in enrollments in January 2018, the campaign was rolled out for a further two years.
From the Judges
Very impressive campaign with basically no budget, and it achieved its objectives for getting more students from India and Nigeria and had a very successful rate. Loved the Facebook visuals with all the videos and pictures of the school and Edinburgh. Very well done! Increased page views by 84%, doubled Facebook engagement—amazing. The fact that this was all done with existing employees is great. Great to see the use of research and brainstorming of recruitment staff to design the campaign, deploy resources, and tweak throughout to get strong ROI.
