Clearing Campaign Update 2017

Strategic Marketing and Communications and Domestic Recruitment and Events have launched their all-new digital Clearing campaign.

This showcases the student experience with features such as a virtual reality giveaway, student-led vlogs and quick links through to course vacancies, all in a user-friendly and visually attractive format.

For more information on this project please contact Una Reid, Head of Domestic Recruitment and Events (ext. 1529) or Jenny Kendall, Account Manager - Strategic Marketing and Communications (ext. 2567).

  • All content is new and filmed and edited by Tom Hughes and David Kinghan. Photography by Daniel Smyth.

Videos

  • Video ads: 20 sec and 5 sec ads featuring core messages taken from research insight
  • Style: unique hyper-lapse treatment making the ad ownable by Queen’s to ensure standout and recognition. Captions rather than voiceover due to digital placement on social media where audio is less often played.
  • Featuring key selling points and showcasing Belfast and Student life.

Display Ads

  • Featuring key selling points and showcasing Belfast and Student life.

Google

Role: Cost efficient, targeted advertising

AdWords Search and Display Ads

  • Search activity focused on search queries related to Clearing, Courses, Russell Group, common UG questions and searches.
  • Remarketing to those who’ve visited Queen’s Clearing and course specific pages / watched Queen’s YouTube videos on Clearing/Queen’s.

Youtube

Role: Cost efficient, targeted advertising

YouTube Ads

  • Pre-rolls 20 and 5-second ads before videos about clearing and ads to the side of clearing videos.

Remarketing

  • Remarketing to those who’ve visited Queen’s clearing and course specific pages / watched Queen’s YouTube videos on clearing/Queen’s.
  • Target similar/lookalike audiences to expand reach.

 

Social media channels (Facebook, Instagram, Snapchat)

Role: Showcase content, encourage sharing and interaction

  • Videos will be the lead ad format across Facebook, Instagram and Snapchat
  • Social media will be used to curate clearing content, driving users to find our more about what Queen’s can offer.

The Student Room

Role: Be present on the go-to-website for support

  • 1.1m unique users with highest traffic around clearing period.
  • Investment in display ads across Clearing section and run of site.

UCAS Media

  • Targeted email to unplaced clearing students.