With digital advertising and email channels exhausted, the University of Gloucestershire needed a new way to reach prospective students. A direct mail campaign of ‘wall-art’ postcards answered the golden question – why study here? – and delivered a remarkable return on investment.
- ClientUniversity of Gloucestershire
- SectorHigher education
- ChannelDirect mail
- BudgetUnder £10,000
The challenge
The university was concerned about its application figures. Digital advertising and email had already been used to their full potential, so it needed a different way to engage prospective students and give them a compelling reason to apply.
What I did
- A creative idea. We created sets of ‘wall-art’ postcards, each answering the golden question: ‘Why study this degree at the University of Gloucestershire?’
- Precise targeting. We sourced 23,000 prospective students registered with UCAS as interested in applying for related degree subjects that year
- Fast delivery. The postcards were designed, printed and mailed within just 15 days
The results
applications on the previous year
in potential tuition fee income
total campaign cost
A simple, well-targeted idea delivered an impressive return on investment, proving that traditional channels still have a powerful place in a digital-first mix.
