#YouCanWithClearing is a campaign primarily aimed at potential undergraduate students who are waiting for their pre-university exam results, and most of the recruitment activity is concentrated in a short space of time during the period around Results Day in mid-August. The hero concept was introduced for the first time to the university’s central marketing efforts by featuring a student who had gone through clearing and who eventually became the vice-president of the Students’ Union. The campaign journeys are mapped to emotional pain-points in the lead-up to clearing and plotted the best times to deliver reassuring messages of support and guidance to prospects through different formats and channels.
This campaign was initially launched in Q3 2016 with good success, and is being run again for Clearing 2017. Media activity is spread across key social platforms, popular third-party educational websites, PPC as well as Spotify radio advertising. One exciting development has been the MDXBert chatbot which went live on 24 July 2017 to help potential students learn more about the Clearing process and engage with the campaign.
