University of Suffolk and AdSmart

Increasing applications through targeting key demographics

Background

The University of Suffolk used AdSmart for the first time in October 2017, which was in conjunction with their digital, outdoor, press and cinema advertising. The AdSmart campaign used target segments where Sky households had children aged between 15 and 17 years of age across a number of key postcode sectors, attempting to attract new students.

Objectives

The objectives were clear, to increase footfall to November 2017 open day event at the University of Suffolk in Ipswich. The creative for this campaign was broken down into a 10second teaser advert that was broadcasted first, followed by a 30 second reveal advert.

Top Line Results

University of Suffolk had their biggest ever Open Day in November, increasing attendance year-on-year from the targeted age group (15-19) by +23%, those outside of East Anglia by +40% and total attendance by +8%.

Client Quote

“Our campaign strategy was to raise brand awareness amongst our key demographics within regions of the East of England which we had not previously targeted through traditional media. As part of our media mix, AdSmart provided us with a platform with which we were able to target the relevant audience and their influencers with great accuracy based upon their location and household composition. We are delighted with the results from this campaign and believe it to be a fantastic platform for a smaller higher education institution like ourselves who want to target national audiences without large amounts of wastage.”

Simon Smith, Marketing Officer

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