The Brief
Aston Medical School is a ground-breaking school of study within Aston University and has been ranked second in the UK for subjects related to medicine.
We were approached by Aston to help launch and aid recruitment for their new undergraduate-level MBChB Medicine degree programme. With a focus on international students, our knowledge of in-market targeting and a data-led approach to secure pre-registrations from prospective applicants would be crucial in securing a strong cohort of students for the School within the limited Medicine application window.
Our Solution
To launch the new programme and engage with prospective undergraduates, we utilised the full range of cost-effective digital media channels to provide the right combination of audience targeting, lead generation and visual impact.
We used Paid Search to target those who were actively seeking medical courses, while Facebook and Programmatic Display advertising enabled us to target highly-refined audiences who had appropriate educational backgrounds and interests. Through our online reporting system, the Medical School was able to keep track of results in real-time and work with RH to ensure that students were targeted in the right locations.
Remarketing across multiple networks allowed us to engage with those who had previously visited the School’s website but had not yet enquired. This meant we could ‘recycle’ warm leads and significantly increase conversion rates, whilst also boosting ROI across all media spend.
The Results
The campaign generated a total of 1,792 leads from prospective students, covering 14 different nationalities.
What’s more, it created a huge rise in brand awareness, achieving over 25 million impressions and sending more than 132K visitors to the Medical School’s website within the first six months of launch.
Following the vetting of candidates, the School was able to make offers to hundreds of new aspiring doctors from multiple countries around the globe – reinforcing Aston University’s reputation as a truly international and inclusive environment.
