BMet College

An Increase in Applications Through a Targeted Digital Media Mix

Challenge

BMet College is a college offering young people, aged 16+ and adults, a range of courses in the Birmingham and West Midlands area. The college approached Golley Slater to run their digital marketing, and part of their ongoing requirement is their Summer Recruitment campaign. A campaign that’s centered on generating course applications and enrolments within key audiences and follows a specific conversion journey through to the application of a college course. Whilst the core objective for this campaign was conversions, a secondary objective was website traffic. The core target audience for this campaign was school leavers, although adult learners were also part of the overall target audience.

Solution

We implemented a campaign that used a full digital media mix. The strategy combined the core understanding of where our audiences reside online, whilst playing to the strengths and nuances of each digital platform. Social media, and specifically Meta, was used to drive high social engagement through relevant and specific content generating video views, landing page views and conversions. In contrast, YouTube, TikTok, Snapchat and In-Game were used to deliver video content and specifically reach the school leavers audiences on platforms we know they regularly engage with. Driving the conversions via an intent-based channel was our Google Search element, this was used as a priority channel to drive high volumes of relevant traffic to the campaign landing page and ultimately drive conversions. In support of the Search campaign, Discovery was used to increase overall awareness and incremental reach.

Results

  • 58% Year-on-Year increase in applications
  • 9m impressions
  • 6m video views
  • 5k link clicks
  • 1,573 conversions.