King’s College London
Recruiting hard to reach students onto the K+ programme
K+ is a two-year programme targeting state school students in London.
Struggling to recruit black Caribbean learners, a need was identified for the programme and the university to be fully representative of London’s diverse community.
A grassroots campaign running alongside a schools-based strategy, the campaign needed to appeal to the target audience whilst not alienating other potential applicants. Our answer – do not communicate to one group, communicate K+ to everybody.
The campaign was student-informed, with every creative touch point considered. Survey research was carried out on the current K+ student body and the data used to build the campaign’s media strategy.
The creative showcased the current cohort of students, alumni, ambassadors and K+ team, with Snapchat and Instagram used to target students directly and Facebook used to target influential adults. 12 testimonial videos featuring K+ students were created to extend the life of the campaign, amplifying the content via the students personal networks.
The campaign was a success – a 336% increase in K+ applications from black Caribbean students, with the social media campaign driving 33,000 unique visitors to the K+ website.