University of the Arts London

Background

The first Vice Chancellor’s Postgraduate Scheme launched in January 2014 to overcome restrictive eligibility criteria and bring postgraduate studies to a wider range of UAL applicants. UAL’s previous agency devised a campaign, which ran from February to May 2014 with limited success. Only 50 out of 250 places were awarded and high levels of enquiries produced limited conversions. UAL challenged December 19 with the much-needed follow-up campaign.

Objective

Increase Postgraduate applications off the back of Vice Chancellor’s Scholarship scheme.

Target

Potential postgraduate students and the Arts community.

Solution

With two important audiences to cover off, December 19 were faced with a delicate balancing act between ensuring as many students as possible were aware of the potential to gain funding towards UAL courses under the scheme, whilst simultaneously working hard to minimise wastage on a limited budget. Recommending a combination of highly targeted online and localised ‘out of home’ to showcase the creative, the campaign worked hard to raise awareness of the scheme and drive online enquiries.

Results

The campaign ran in February 2015 and all places on the scheme were filled by May, far exceeding client expectations. The campaign also produced higher rates of general enquiries and conversion when compared with the previous agency’s campaign and demonstrated clear increases in web traffic and time spent on the UAL website.

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"December 19 quickly got to grips with what it was we were trying to achieve and delivered a media plan that was considered, targeted and measurable. During the implementation of the campaign itself they were proactive in letting us know what they needed and by when. The post-campaign analysis we received was thorough with solid and actionable recommendations. What’s more, the campaign performed so well we exceeded our target. I look forward to working with December 19 on future campaigns and wouldn’t hesitate to recommend them."

Steph Upton   Head of Marketing

University of the Arts London