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Company: Hippo Creative Solutions Ltd
Project: Northumberland College FutureMe
Dates: Nov 2007 to Sep 2008
How did the project start?
Hippo was selected from a field of four agencies, shortlisted by reputation to develop a school leaver enrolment campaign for Northumberland College.
What options did you consider?
We considered a variety of approaches to the campaign, settling for a mix of techniques that would create maximum impact and deliver scope for on-going communications and reporting. The campaign brings together web, email, sms and print communications in addition to traditional media such as outdoor and radio advertising.
What help and expertise did you receive?
We worked closely with the team at Northumberland College and specialist partners to ensure that the presentation, performance, data capture, reporting and fulfillment features of the campaign would all deliver the desired outcomes. This project is a great example of a multi-disciplined team working together to deliver positive results.
Did you face any challenges or learn any lessons?
While we were confident that all the elements of the project would come together as planned, we never underestimated the ambitious nature of what we had set out to achieve. We conducted a series of tests to ensure that all the data feeds to the different processes in the campaign were compatible and created a central database to support them.
What are the outcomes and how has it improved your business?
The campaign launched in February 2008 and will run until the start of the new academic year in September. Initial performance is strong and the targets set have been achieved. Feedback from students, staff, schools and key partner agencies including Connexions and the LSC has been extremely positive about both the quality of campaign material and the innovative, audience-targeted approach. In the longer term the campaign will deliver benefits in the form of intelligence about the school leaver market and their interests. Ultimately, the success of the campaign will be measured by enrolments for the September 2008 intake.
What are your plans for the future?
The campaign will continue to evolve, ensuring that prospective students are kept well informed regarding the enrolment process and the opportunities that exist at Northumberland College.
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