Bangor University
tracking down an elusive audience.
4,500+
page views, and more than enough applications to cover the campaign’s costs.
the context
With the Powys Teaching Health Board, Bangor University needed to recruit nurses to study for a degree in Powys, with fees and some living costs covered by NHS Wales. Applicants had to live in Powys and be willing to work there for two years after qualifying.
the challenge
Powys is one of the most sparsely populated parts of England and Wales. Bus routes were limited, poster sites were few, mobile signal was patchy and short timescales ruled out media like radio. The options were narrowing.
what we did
With media partners, we built a schedule that combined awareness with direct response: digital and printed press, mobile digital advans, social media advertising and ads syndicated on mobiles and tablets. We avoided stereotypical images of nurses to reach a wider range of ages and genders, produced everything in Welsh and English, and tracked every medium and ad.
the results.
- 4,500+ page views
- costs covered by the applications received
The insight and data led to a longer-term campaign for the next cohort.
This was a great learning curve with Glued. Delivering results despite significant constraints and providing a solid foundation for greater recruitment later in the year.
Jo Hemley, College Marketing Manager, College of Human Sciences, Bangor University
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