LEEDS COLLEGE OF BUILDING

Case study: Leeds College of Building

Leeds College of Building recently entered into the world of social advertising.


The college wanted to increase awareness of their courses and encourage more students to sign up for the academic year 2021/2022.


The college, however, did not have the expertise or time to create a social media campaign and so hired our expert team.

The project

After learning about the college, we planned an advertising campaign on both Facebook and Instagram, with the aim of driving traffic to their website. The campaign was, as social media campaigns have the ability to be, targeted. It aimed to reach those within a 30-kilometre radius of Leeds, who were aged from 15 to 65+.


While it might initially appear that only targeting those who are of the correct age to enter further education would have been more logical, the age bracket was widened to reach the parents and grandparents of potential students, as such applications are often something young people are supported in making.



The project was relatively short, running from the 4th of October to the 22nd of October, and cost £992.81. Despite its relative brevity, the campaign had an impressive reach, of 59,810.


For context, the college only has 6,500 students in attendance in total. From that reach, there were 585 landing page views, which means 585 people clicked on the advertisement link and loaded the destination URL (the college's website).


After viewing the website, 81 potential students began crafting applications, and 75 were ultimately submitted.


The result


Ultimately the campaign was successful, as it increased traffic to the website and helped to increase the number of completed applications for the college.


Not only that, it required far less time, effort and manpower than something like appearing at multiple career fairs.


Furthermore, it is likely to have had a reach with young people that it may not have found in traditional print media or other forms of advertising, like a billboard which had limited geographical reach. Another positive of this social media campaign is the ease of use for consumers, as they were able to directly access the website advertised on the campaign in one click.



Although there was a difference between the initial reach and the eventual number of applications, 75 is a fantastic amount of applications to receive over the course of 18 days.


Moreover, the use of social advertising proved to be an extremely cost-effective way of generating them. For this project, the cost per application was £13.23, compared to an industry average of £30.84.


Overall, the use of a social advertising campaign for the college was a success, fulfilling its purpose, and proving that this form of advertising is useful for both education and other sectors.


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