Clearing 2019 presented one of the toughest student recruitment environments in recent times. In response, Queen Mary University of London (QMUL) partnered with IDP Connect to develop a nuanced digital marketing campaign, successfully utilising real-time market data to increase the quantity and quality of applications.
Increased Top Tier Competition
Scarcity of 18-year-olds
Heightened expectations of prospective students
Data and intelligence informed decision making
On demand Account Management
Highly trackable referrals
Highly qualified leads (calls and web referrals)
A nuanced Grade Tariff Points strategy meant that targeting specific pockets of students, per subject, per competitor funnelled only the most appropriate leads for Queen Mary to convert.
5 minute 48 second average call time and increased first year retention rate
1,406 calls spread over 136 hours
4,483 referrals leading to increased 2019 applications
2x average session duration and 10% higher goal conversion than other paid media
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“The UK team at IDP Connect always provide an outstanding level of customer service. They are very quick to respond to requests and proactively monitor the performance of our campaigns, providing advice and suggestions where necessary. They are extremely knowledgeable about the sector and current trends.”
Former Assistant Director of Marketing and Student Recruitment
Queen Mary University of London
As the number of students seeking a university place through clearing broke records, yet again, in 2019, Higher Education (HE) institutions face an undeniable fact: Clearing is changing. Changing in student perception, changing in student use, and changing in terms of how HE institutions need to approach it.
IDP has analysed data from the 2 weeks leading up to A-level results day in 2019 and 2020 to reveal students aspirations and Clearing mindset during COVID-19.