In January this year we were delighted to start working with Hampshire County Council. With our extensive experience of social change campaigns, we successfully pitched for their Cyclist Safety project which was aimed at encouraging considerate behaviours between cyclists and drivers and so reduce the number cyclists involved in road traffic collisions.

The campaign was very successful in terms of its reach, delivering in excess of 1,070,000 impressions and achieving 3,700 interactions. Hopefully, this will lead to a reduction in the number of accidents involving cyclists.

Since this work, RH has also been instructed by Hampshire County Council to develop further campaigns, including:

‘Motorcyclist safety’ – this campaign aims to reduce the number of motorcyclists killed or seriously injured on Hampshire’s roads.

‘Drink and drug driving’ – focussing on reducing the number of drivers on the county’s roads testing positively for drink or drugs.

‘Mobile phone distraction’ – this campaign highlights the dangers of being distracted by your mobile phone, not only when driving, but also walking around as a young pedestrian.

‘Seatbelts’ – amazingly, there is still work to be done encouraging vehicle users to wear a seatbelt for every trip!

Account manager for RH Partners Verity Langham said:

“It’s great to be developing campaigns that will make a real difference. If we can reach out to people and get them engaging with our messages, we know we can help prevent incidents or even fatalities, which can only be a good thing. We’re really proud to be working on campaigns like these.”

It’s going to be a busy summer for RH and Hampshire!

RH has launched a major digital campaign to attract short break visitors to the English Riviera in the Summer shoulder months.

The digital campaign is targeted at younger and older couples, friends and groups who can take holidays in school term times. RH has developed a range of treatments for each audience and are targeting them on Facebook, Instagram, Gmail and through programmatic display advertising.

The campaign promises ‘a good time anytime’ on the Riviera, highlighting the seafood, coast, great nightlife and a range of quality and unique accommodation. The campaign is supported by organic social media activity and email marketing.

Working in an agency that specialises in the education sector, much of my time is spent making recommendations that shape the marketing strategies for student recruitment throughout the year.
No matter the size, historical standing, or league table ranking of a university – you can now almost guarantee that Clearing and Adjustment will be a headline event.

With low birth-rates in the late ‘90s, compounded by increased tuition fees and an uncertain economic outlook, education as an industry has evolved into a highly commoditised and increasingly competitive marketplace. Add to that, a Clearing and Adjustment period that only exaggerates these challenges to their extremes, placing great stress on universities to secure the students they need, within a limited time period.

So, with the scene set, here are my Top 5 Tips for a successful, efficient, and (comparatively) stress-free Clearing and Adjustment campaign:
Get out early

Clearing Strategy Get Out Early

Advertising during Clearing is expensive – no, really expensive.
Not only do ad inventory costs spike massively during the mid-August period as press and education media owners cash in, PPC costs-per-click also rise by as much as 500% on Results day itself.

So to avoid being totally reliant on Clearing period activity, get the University brand out there as early as late June or July.
This will help lay a solid foundation of awareness and opportunities for individuals to pre-register their interest.
Every Impression counts in the lead up to the main event and brand familiarity helps even limited recruitment budgets go further.

Give them something for nothing

Clearing Strategy Given Students Something For Nothing

With over 100 UK universities wanting the attention of a limited number of A Level students, how can your institution stand out from the crowd? Simple: give them something they can’t do without.

Millennial audiences hate feeling like they are “targeted” by advertising, but they do appreciate timely, useful content.
So, pair pre-Clearing campaigns with compelling offers like Clearing guides, cheat sheets, rich video content, or even advice sessions through live chat, Facebook Messenger or Live video with current students.
Basically, the stuff money can’t buy.

Remember who pays the bills

Clearing Strategy Parents Pay The Bills

Appealing to prospective students is a given, but getting their parents on side goes a long way. But remember, parents have different priorities about university – safety, accommodation, employability will all be bigger factors for them than their kids.

Our experience has shown that parents respond really strongly to content promoted by HE organisations – sometimes more readily than the students themselves.
Get on side with the bank of mum and dad and you’re one step closer to securing the student.

Capture their data, capture them

Clearing Strategy Capture Student Data

Getting out in the market early and influencing is one thing, but translating that engagement into fee-paying students is another.
Bridge the gap by encouraging prospective students to share their information with you before Clearing begins.

Driving traffic to a simple email address capture form will give you enough data to remarket and re-engage with them again, but why not go further?
Ask what subjects they’re interested in, their predicted grades, and offer to call them on results day streamlines the entire Clearing process for both the University and the student – win-win!

Hello, is it me you’re looking for?

Clearing Strategy Use Paid Search PPC

If there’s one form of advertising you just can’t do without during Clearing, it’s Paid Search.
For any unplaced students collecting their A Level results it’s a safe bet that, after celebrating on Instagram or commiserating with their parents, they will be turning to search engines to find course vacancies and Clearing hotlines.
Paid Search (PPC) is weapons-grade marketing on results day, and essential to ensure you have a significant share of voice out there.

Use it wisely by targeting keywords for the specific degrees or subject areas that need filling – and avoid being too broad or generic to maximise leads and ROI.
Factor in Click-to-Call functionality for a highly efficient and super mobile friendly way to turn panicked searchers into reassured offer holders with one simple button tap.

Don’t panic

Clearing Strategy Dont Panic

OK, it’s not really a tip, but useful to remember none the less.
All this sounds supremely logical and simple here in carefree June. But if you wait until the storm of clearing hits before taking action it’ll be too late.

Act now and start to use this staged strategy of prospecting and awareness, engagement, and lead generation, and you’ll be well on the way to achieving a highly successful, cost-efficient Clearing plan.

The biggest update to Google AdWords in 15 years is about the land.

Expanded Text ads will allow advertisers using Google’s Search platform to include twice as much text in an ad as before, opening up more opportunities to tell potential customers about their product and give them a compelling reason to click through to their website.

Text limits in the new Expanded Search ad will be raised to 140 characters (Hello Twitter!), making Search a more powerful beast than ever before.

The update has been in testing since earlier this year and, like the introduction of call extensions, is expected to boost response rates for Search ads considerably – potentially by as much as 20%.

There has always been plenty of reasons to take advantage of Google’s latest Search advertising features but updating ads to the new Expanded format is likely to prove even more crucial when capturing that super-valuable Search traffic.

This update follows Google’s streamlining of Search results early in 2016 to create a consistent experience across both desktop and mobile versions of the search engine. This included killing off right-hand side ads – immediately making those top Search Ad positions even more important in maintaining market share and quality of response.

The shift to Expanded Text Ads is likely to have an equal, if not greater, impact – making early adoption essential to preserving Paid Search campaign performance, and making those top ranking Ad Positions all the more desirable.

This June RH are putting our best feet forward and taking part in Cancer Research UK’s, ‘Walk All Over Cancer’.

Some of us will be swapping their morning commute in the car for a walk to work, others are heading out for a stroll during lunch and an intrepid few even taking up an evening run! With Fitbits, pedometers and phones at the ready, we’ll be pulling up our socks and putting on trainers to get the steps in!

In just our workplace there are many individual stories and experiences of cancer. Collectively it has affected our families, loved ones, friends, colleagues and clients. As well as the more difficult memories, we also have positive stories to tell; including one of our long standing team members who is a survivor of cancer.

We would be grateful if you could help us to ‘Walk All Over Cancer’ and help fund life-saving research by sponsoring us.

Donating through this page is simple, fast and totally secure. Your details are safe with Cancer Research UK.

Many thanks for your support.