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.
Increase Postgraduate applications off the back of Vice Chancellor’s Scholarship scheme.
Potential postgraduate students and the Arts community.
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.
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.