Exeter College asked Astley Media to devise a campaign to raise awareness of its School of Art, among potential students, with the purpose of increasing awareness of the school and driving applications for the foundation diploma and degree courses.
Our first task was to agree the brand positioning and to understand the audience. Once we had achieved this, we were able to devise the messaging and create a campaign that would engage the target audience and communicate the school’s unique positioning.
The campaign needed to be digital, given the restrictions created by the pandemic, and so we came up with the idea for a social media video.
By showcasing current students’ work and distilling key messages into impactful and powerful statements, we created a fast paced, engaging and edgy film with a distinct call to action.
The campaign film was pushed out across Exeter School of Art’s Facebook and Instagram channels, using a mix of organic and paid for advertising. We used audience targeting (behaviours, geo locations, age and interests) to reach potential students.
The four-week campaign reached 33,000 people and generated 150,000 video plays and resulted in 1,300 link clicks to the Exeter School of Art website. Given that the campaign was targeting a very niche audience – students ages between 17 and 24, living in Devon and interested in Art – this result delivered well above the averages predicted by Facebook.
Exeter College was delighted with the campaign performance and received great feedback from tutors, students and other stakeholders.