Client

The School of Nursing and Midwifery, part of The University of Dundee's College of Medicine, Dentistry and Nursing, attracts over 1700 nursing and midwifery students each year and their portfolio of education and research programmes is developed to deliver the highest quality nurses and midwives to the National Health Service. Crucial to the School's ongoing success is the achievement of their annual student recruitment intake targets both in terms of quantity and quality.

Brief

To provide the client with recommendations for a mixed media campaign, its creation and the provision of a full agency service including radio, press, outdoor, on-line advertising, text service and web.

Solution

The over-riding objective is to deliver the campaign message to the target audience efficiently and, through a direct call to action, solicit responses and enquiries for course information and their ultimate conversion.

The campaign was launched in July, in the build up to the September intake, and continues until end December in the run-up to the second intake in January 2009. A strong campaign visual is succeeding in creating impact and the media has been carefully selected to penetrate the target audience which is predominantly female and is split between 17 - 25 years and more mature returners. The use of a text responder service, details of the contact number are included on all printed media, is proving to be a useful, economical addition to the schedule. On-line advertising is a new medium for this client and with exposure on the MSN Today homepage and Facebook in a variety of formats, we are optimistic of a good outcome. This is a well rounded campaign in terms of the creative and the media employed and is a good illustration of an interactive, linked campaign which covers all the bases relative to this client's market.