We are thrilled to announce that our marketing campaign in the US has been shortlisted for a 2022 Heist Award, which celebrates extraordinary marketing in the education sector. The event, which is organised by Havas Education, is internationally recognised and seen as the premier awards programme for marketing in further and higher education.
Our digital campaign to increase prospective student enquiries from the US has been shortlisted in the Heist Award category for Best International Campaign or Initiative 2022.
Due to the high competition in this industry, we knew that our ads needed to stand out. Our creatives promoted some of Richmond’s key differentiators such as providing students with both a UK and US degree, generous scholarships, studying in London and the international student community at Richmond.
With the help of our digital agency, Minttwist, we tested various creatives and used a range of channels to showcase Richmond’s unique offering, with activity running across Youtube, Tiktok, Twitter, Google Discovery, Bing, Google Search and Facebook/Instagram.
The result? We not only met but exceeded the number of leads objective for the campaign at a lower overall cost than planned, set over a period of five months from September 2021 to January 2022. We also generated over 14 million impressions, exceeding our awareness objective by 350%.
Angie Milan, Vice President Pro Vice Chancellor Marketing, Recruitment and Communications, said about the award, “We are particularly pleased because the University has been building its digital footprint for only three years in the US so this is a terrific achievement.”
The winners of the Heist Awards 2022 will be announced on Thursday 14th July at an awards ceremony in Manchester.
The marketing team would like to thank everyone who helped make this happen, particularly our brilliant students who took part in the advertising campaigns, we couldn’t have done it without you!