Campaign and SoMe effortsWith 9,200 students, UCN is one of North Jutland's major educational institutions, and for several years Clienti has assisted with marketing and campaign initiatives. This time the task was to devise a recruitment campaign that could generate interest among potential students for different open house arrangements and to increase the general interest in taking a short- or medium-cycle higher education.
UCN is an educational institution where the concept is based on a combination of theory and practice. The students are always given the opportunity to work practically with what they learn – both in collaboration with companies and institutions, but also through internships.
When communicating to a young audience, the content has to be clever and immediately interesting. Consequently, we focused on making many short videos with messages that were easy to catch on a phone.
With “Become a pro at your passion” we created a campaign with personality, including a modern and digitized graphic that ensured a consistent look across all channels. Instagram Stories and Snapchat were used to create awareness and generate traffic to ucn.dk.
The campaign was a combination of outdoor, print and a comprehensive digital campaign unfolded on display, Facebook, Instagram Stories and YouTube.
After executing the campaign, UCN has had a record high number of guests for open house events, over three million exposures on Facebook, 20,829 people saw 100% of the videos and 13,000 users have visited the website. In addition, UCN has experienced an increase of 4% in the number of applicants compared to the previous year.