Adgen were approached by the Centre for Teaching Education to develop a campaign with the end of objective to increase quality of applicants for their Primary and Secondary PGCE courses. In addition, it was important to drive sign ups to attend internal events, specifically the information evenings. In previous recruitment cycles it was difficult to tracking ROI, therefore this campaign ensured that pixels were placed on the website, including conversions to record the success of the campaign.
What we did
The strategy for this campaign was to run the postgraduate campaign for 10 months to ensure coverage during the key recruitment times for those considering a PGCE programme. Pay per click activity ran for the whole campaign duration to ensure the University appeared in top searches during the prospective students’ research. This was complemented with programmatic activity that targeted audiences actively searching online for teaching and education specific. To promote information events, Facebook carousel adverts were live 2 weeks ahead of each event date.
Overall the digital campaign achieved over 1,000 form submissions for attending the information events, with no previous tracking of this activity it was difficult to measure any improvements from this, however this metric will be used for next year’s campaign assessment.
Warwick also witnessed a drop-in application numbers compared to the previous cycle, so at face value the campaign quantity had decreased. However, quality of applications increased significantly, showcasing that the audience targeting was right, with overall offer acceptances from applicants increasing across all PGCE routes by 20%.