The University of Westminster, a prestigious institution in the heart of London, faced intense competition in the higher education sector. With the critical Clearing period fast approaching – a time when students scramble to secure university placements – they needed a strong marketing strategy to stand out and drive applications. Their goal wasn’t just visibility but meaningful engagement with prospective students. Itineris was brought in to create a high-impact campaign that would resonate with students and convert interest into applications.
Target Audience
Our focus was clear: prospective undergraduate students across the UK and internationally, especially those entering Clearing.
Each student had unique motivations – some prioritised academic reputation, others sought an exciting urban experience or a diverse campus community. Westminster had a unique blend of these qualities, and our campaign needed to highlight them effectively.
We took a data-driven approach to segment the audience by geography, interests, and academic disciplines such as media studies, business, and international relations. By crafting personalised, engaging messaging, we ensured prospective students saw Westminster as their ideal choice.
The Challenge
The University of Westminster had two main challenges:
Stand out in a crowded market: Clearing is a competitive period with universities vying for attention. Westminster needed a distinctive campaign to rise above the noise.
Convert leads quickly: Clearing is time-sensitive, especially on results day. The campaign needed to build awareness beforehand and drive rapid applications when students were making final decisions.
The stakes were high. Prospective students often feel overwhelmed during Clearing, making quick yet life-changing decisions. Our campaign had to speak to their needs and aspirations while ensuring a seamless user journey from interest to application.
The Itineris Solution
To address these challenges, we implemented a comprehensive, multi-channel marketing strategy combining digital and Out-of-Home (OOH) advertising.
Awareness Phase
We kicked off with top-of-funnel campaigns across Google Display, YouTube, and social media platforms. Bold and dynamic creatives showcased Westminster’s academic excellence, vibrant campus life, and central London location.
Conversion-Focused Strategy
As results day approached, we shifted focus to high-intent channels like Google Search. We targeted students actively searching for Clearing options with tailored ads directing them to optimised landing pages. These pages featured clear calls-to-action and streamlined application processes, ensuring minimal friction.
Real-Time Adjustments
On results day, we implemented a “war room” approach. Our team collaborated with Westminster’s marketing team to monitor campaign performance minute by minute. This agile strategy allowed us to adjust budgets, creatives, and targeting in real-time, maximising opportunities and minimising wasted spend.
Out-of-Home Integration
To complement our digital efforts, we ran OOH ads in high-footfall areas like schools and colleges, particularly in London. These ads reinforced our message and kept Westminster top-of-mind for students.
The Results
The campaign delivered outstanding results:
£29 million in revenue: Every £1 spent yielded £82 in return on investment.
Exceeding application targets: Westminster filled its Clearing spots with engaged, motivated students.
This success was driven by the seamless integration of digital and OOH advertising, along with real-time adjustments that capitalised on student demand.
The campaign didn’t just boost applications; it enhanced Westminster’s brand visibility and established a solid foundation for future recruitment efforts.
The data-driven strategies we implemented, particularly on Google Search, will continue to benefit the university in subsequent cycles.