CultureHive > Authors > MediaCom Edinburgh
6th November 2013 Sara Lock

Resources by MediaCom Edinburgh

How to effectively engage the school leaver/young student market

This non-arts case study demonstrates how to effectively engage the school leaver/young student market.  It tells the story of how in 2012 MediaCom Edinburgh and Teesside University set about to increase student admissions in the face of double digit declines across the competitive set (post-1992 universities in the north of England).  With Teesside University having a smaller budget than many competitors the activity had to be smart.  Research defined key audiences to be not only potential students but parents and influencers and this short paper gives a brief outline of the activity that took place (including a fascinating overview of their online strategy).  The campaign was a tremendous success with Teesside outperforming the market by more than 10%.

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