University of Abertay

THE PROBLEM
Britain's newest university, Abertay was in a 'buyer's market' where supply of university places was outstripping demand.

Abertay was undervalued by its prospective target audiences. They questioned whether the newest universities were 'real' universities. There were concerns about 'real courses' (versus Frisbee throwing or surfing!); levels of resources; and whether the degrees would be valued by employers.

STRATEGY
Most advertising was simply 'sweeping up' students during the August clearing. The preferred role for advertising was to influence prospective students at a much earlier stage to generate greater early demand and reduce dependence on clearing. The overall strategy was to position Abertay as a real university, with real resources, offering real courses leading to real jobs.

In media terms it meant concentrating resources in a narrower geographic area. In creative terms a series of facts were identified that helped support the claim of a real university with real resources, offering real prospects.

Dramatised as 10 second television commercials and 48 sheet posters they were held together by the line: 'It's a real education'.

RESULTS

• Applications to Abertay in the first year of the campaign increased
  by 24%.
  
  
• Average applications to competitors fell by 12%.
  
  
• Abertay achieved an increase in accepted students of 16% contrasting with a decrease amongst competitors.
  
  
• Accepted degree students rose to an all time high at Abertay, for the first time outnumbering Dundee University.

HOW IMPORTANT WAS THE ADVERTISING?

• Other initiatives were largely replicated at the other universities.
  
  
• The key variable was the change in advertising.
  
  
• There was no 'price' reduction.
  
  
• Abertay's average entry qualification actually increased return on investment.
  

RETURN ON INVESTMENT

• A 'back of the envelope' calculation gives a return on investment of between 630% and 3000%!