Predicting university ad campaign effectiveness
Turquoise was commissioned by Swansea University to provide research to aid the development of a new recruitment campaign to deliver critical success factors and increase student uptake.
Turquoise was commissioned by Swansea University to provide research to aid the development of a new recruitment campaign to deliver critical success factors and increase student uptake.
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Gilad Ravitz, Market Insight Officer
The current recruitment campaign was evaluated, plus four new ad concepts for the new proposed campaign. Turquoise explored Swansea University’s brand image, spontaneous perceptions of the university, likelihood to consider, familiarity and motivations and barriers to consideration. Several new concepts were tested using six focus groups followed by 580 online interviews with students, parents and influencers.
Insights were provided detailing the strengths, weaknesses, threats and opportunities of the campaigns. We provided detailed analysis in relation to the headline, imagery, content, messaging, text size, graphic styling, linguistic styling, colours, and brand perceptions of each campaign. As a result, we were able to provide Swansea University with clear direction on the best creative route to take forward for the new campaign.
Our unique approach
Whether we are helping higher education organisations understand and predict student behaviour, powering smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results.
Know what students and other stakeholders think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence feelings and behaviours.
Our model validates deeper methodological and contextual factors behind the data, not just the data itself, which helps uncover truly relevant insight while minimising noise.
Our unique model allows higher eduction organisations to accurately predict industry and student behaviour, helping to power genuinely forward-thinking strategy and decision making.
