Best of CASE Europe Region Award
 

Institution: University of East London

Title of entry: #BeTheChange - undergraduate student recruitment campaign

About this entry: In 2021/22 we made significant progress on these goals and decided to continue to develop the #BeTheChange campaign which launched in 2020. This year we wanted to build on our success in diversifying the regions and bring careers messaging to the forefront of our copy and creative assets.

Since the campaign began, messaging around “change” has become popular in HE marketing. We wanted to make sure we continued to stand out from competitors by packaging up our Be The Change messaging with careers, community and social justice. As an institution, we are committed to providing career-focused education to people from all backgrounds. So it was vital to us that our campaign reflected our broader vision, as well as our strategic goals.

Our campaign made a real statement. By using our data and insights and addressing key areas for growth, we were able to successfully develop our Be The Change campaign for 2022/23. We used statistics from different industries to show where our demographic could change their industry, just by being themselves. We inspired the audience and showed them how our students and staff are changing their industries, From art and photography, to sport and psychology. We successfully curated content that addressed barriers discovered in our research and the results speak for themselves. Clicks increased by over 50% YoY, and in turn CTR also saw an increase, showing our ads resonated with their audience. Our subject videos have a CTR average of 60% and drove 1,699 conversions.