What Newcastle University asked for
We were approached by the School of Computing Science to look at how we could use digital marketing techniques to help increase applications for their courses. The school was particularly interested in targeting international students, as well as attracting UK-based students for both undergraduate and postgraduate courses.
They came to us with an open-book brief, looking for TH_NK to lead the way in planning, executing and analysing an integrated campaign by using a combination of digital media channels. Understanding their target market, their motivations and their online activity was key to the success of the campaign.
What we did
We conducted an intensive research programme with the client to understand their current online and offline marketing activities – this included activities in business analysis, user research and industry analysis. It was vital that a strong creative concept was used to underpin the campaign, whilst also ensuring that the site was effective for an international audience.
We developed the concept of a Web micro-site based around an interactive world map, showing past students, the courses they studied, and the careers they are now in.
This was underpinned by the campaign line ‘world-class courses, world-class careers’, which demonstrates not only the outstanding quality of teaching on offer at the School, but also the exciting career prospects that go hand-in-hand with it.
The site acts as a shop window for the School, with lots of useful information for students such as a guide to Newcastle, information on how to apply, an overview of courses, and features on the School’s pioneering research. It also demonstrates the enormous potential which graduates have available to them.
In marketing the site, we elected to carry out a fully-integrated advertising campaign using the Google pay-per-click network which has enabled us to target audiences in China and India, as well as the UK, at a fraction of the cost of usual international marketing campaigns.
The results
The site has gained a fantastic response from the client and is a key marketing tool in the School’s ambition to cement its reputation as one of the leading computing departments in the UK. It has helped distinguish them from all of their key competitors and early results are already indicating a steady increase in interest.