Integrating key triggers into digital advertising
Creating new messaging and creative to boost student recruitment.
The University of Law is one of the UK’s longest-established specialist providers of legal education. They offer law and business bachelor’s degrees, master’s degrees, graduate diplomas, and postgraduate diplomas where the majority of programs are taught by qualified and practiced solicitors, barristers, judges and lawyers.
They welcome students from all around the world to their 12 UK-based campuses and an international campus in Hong Kong, and offer an extensive range of courses designed with both practical and professional skill development in mind. The University has students from over 71 countries and more than 70,000 alumni worldwide.
The University provides a unique perspective on learning – very hands on and practical in a realistic, professional and contemporary context. Located both as stand-alone campuses and within partner universities, the University of Law approached our sister design agency, Bell, to help evolve their postgraduate recruitment advertising for both the main Law School and their Business School.
With 100% of their advertising activity in digital, the University had previously used the text spaces above and below social media ads to communicate specific messaging, whilst on the ads themselves referred to the specific course and use “Apply now” as the call to action. For banner advertising through Google, there was no associated messaging.
Bell recommended that the ads themselves needed to convey a key benefit, as this was the first thing people saw when exposed to the ad. We wrote a matrix with key benefit messaging for 21 of postgraduate programmes and produced a suite of 320 ads overall, at different sizes, for recruitment for autumn term 2019 and Spring 2020.