Examples of successful education marketing campaigns

To stand out in such a busy marketplace, educational institutions need reliable methods for attracting students and raising brand awareness - this means education marketing campaigns need to be as creative and versatile as they are strategic. Out-of-Home (OOH) advertising has proven time and again to be an effective tool for achieving these goals. Let’s look at how OOH has driven success in education advertising, from bolstering school marketing strategies to acting as the lynchpin of education campaigns. Take inspiration from some standout campaigns, and enjoy our top tips to help you plan your own winning strategy.

How OOH drives success for educational institutions

OOH advertising has always been a powerful medium for reaching people in their daily lives, delivering memorable messaging that cuts through the noise of online channels like a breath of fresh air. OOH offers educational institutions a way to connect with potential students and their families as they go about their day, speaking to them through digital billboards, highstreet ads, or posters in transport hubs. Here are some of the things that OOH achieves that are particularly pertinent to education advertising.

Reaching diverse audiences

The beauty of OOH lies in its ability to reach a wide and varied audience. For schools, colleges, and universities, this means targeting not only prospective students but also their parents, guardians, and those with influence within their communities. Consider locations like transport hubs, where ads can engage commuters who may be parents or guardians. Similarly, campuses or city centres near competitive institutions offer prime spots for messaging aimed at school leavers weighing their options.

Enhancing visibility and brand recognition

For educational institutions, visibility is key. Prospective students or potential hires need to know an institution, what it offers, and what it stands for if they’re to decide whether or not it’s for them. With OOH, you can create eye-catching campaigns that ensure your brand becomes part of the fabric of daily life. A well-placed campaign in high-traffic areas can significantly boost brand recognition, making your institution a top choice when decision-making time arrives.

By employing striking visuals and succinct messaging, educational institutions can foster positive associations with their brand, communicating not only what they offer but also the values and culture that set them apart.

Success stories in education advertising

The power of OOH is best illustrated through real-world examples of successful ad campaigns. Below, we’ll delve into how various education marketing campaigns have used OOH to engage and entice their target audiences.

Huddersfield University Open Day Campaign

Looking to reflect the diversity and individuality of their students, Huddersfield University hinged their Open Day campaign on inviting prospective starters to ‘take a closer look’, with illustrative designs of a wide variety of students. Presenting these stylised illustrations through multiple formats showed Huddersfield’s creativity and pride in their diverse student body.

Huddersfield University Open Day Campaign

Future Learn Digital Learning Campaign

Digital education platform Future Learn had the task of needing to speak to a broad audience, targeting those currently out of education, who would benefit from online courses to help further their careers. They leveraged DOOH billboards to promote their courses, speaking to their pain points, such as frustration with their current work environments and imposter syndrome. Unlike many other education campaigns, the fact that Future Learn was actively targeting people currently out of education and in the workforce meant that commuter routes were an important ad location.

Aston University: Multi-Creative Campaign

Another example of an educational institution targeting multiple demographics with tailored creative ads is Aston University. Looking to target potential students who would be focused on clearing, where universities look to fill empty spaces on their courses, Aston University made use of Malls Live digital advertising screens to display their multi-creative campaign. The ads focused on presenting clearing courses as an option for those still considering university, in high-traffic areas such as shopping centres.

Birmingham Metropolitan College Campaign

Utilising the country’s largest DOOH network of 6-sheet screens, Ashdel Live, Birmingham Metropolitan College created ads that aimed to empower potential students, encouraging them to shape their futures through their courses. A lot of education advertising hinges on inspiring people and allowing them to imagine where they might be after completing their course or qualification, and BMet does this well with eye-catching design and bold statements guaranteed to engage both students and parents.

What makes these campaigns stand out?

All successful ad campaigns have a few elements in common. By examining these, we can understand what it takes to create impactful OOH education campaigns and stand out in this competitive sector.

Strategic use of locations

Placement is everything. The best education marketing campaigns leverage high-footfall areas such as train stations, shopping centres, and busy highstreets. Specifically for education advertising, strategic placement also includes locations near schools, other universities, and youth-centric venues.

Tailored messaging for different audiences

A successful campaign speaks directly to its target audience. The best school marketing strategies understand the importance of knowing exactly who it is you’re speaking to, and how best to communicate with them - especially because young people often seem to have a language all of their own. By crafting messages that resonate with different groups – whether prospective students, parents, or adult learners – institutions can maximise their impact and make sure to get their point across. This might involve showcasing career success stories for one audience or highlighting campus facilities for another.

Combining OOH and DOOH

The integration of traditional OOH and DOOH has opened new doors for creativity and engagement. DOOH allows for dynamic, real-time content updates, while traditional OOH offers a sense of permanence and broad visibility. Together, they create a comprehensive campaign that’s both versatile and effective.

How to plan your own campaign

Thinking of launching an OOH campaign for your educational institution? Here’s how to set yourself up for success.

Understanding your audience

The first step in any campaign is knowing who you’re trying to reach. Are you targeting school leavers from a specific geographical demographic? International students? Mature students and working professionals looking for upskilling opportunities? Defining your audience ensures your message resonates and appears in the right places.

Impactful creative design

Great design is non-negotiable in OOH. Your visuals and messaging must be compelling enough to grab attention in a matter of seconds - literally the blink of an eye. Use bold colours, concise copy, and powerful imagery to make your campaign stand out. And don’t forget to include a clear call to action, whether that’s visiting a website, scanning a QR code, or attending an open day. Give your audience something to do with the information you’ve given them.

Measuring campaign success

Finally, it’s crucial to track the effectiveness of your campaign. Tools like footfall monitoring, QR code scans, and social media engagement can provide insights into how well your campaign is performing. Use this data to refine your approach for future campaigns.