Sheffield agency launches campaign to improve recruitment rate at Middlesex University

David Prior's picture

Sheffield agency Front has launched a new campaign for Middlesex University that aims to improve the number of students who transition from application to full enrolment.

The campaign, which Front won after a competitive pitch, will mainly involve direct mail but will also incorporate press, digital, social and events.

Research has shown that various pressures including exams, finance and leaving home can make the university application process daunting, often leading to drop-outs.

Seb Gloger, from Front’s account management team, explained: “We have worked hard to ensure that this campaign both resonates with prospective students in a relevant way but also identifies with their current stage in life.

"By acknowledging the struggles they face around exams, the application, accommodation and finance processes, we believe that this retention focused push will guide them through to enrolment by keeping them on track and informed.”

Nerissa Bryden, acting head of student recruitment marketing at Middlesex University, added: “At Middlesex we know potential students are under various pressures and these can have an impact on retention rates from the offer stage to enrolment. Our approach is to address those things head on in both a strategic and creative way.”