The National College for High Speed Rail

Project Name:
Launch campaign / “Doors are Opening”

The National College for High Speed Rail was set to open two campuses in Birmingham and Doncaster in September 2017. A number of projects needed to be delivered before they opened their doors, one of which was an awareness campaign in Doncaster and Birmingham. This campaign aimed to grow and retain digital visitors to social media channels and the website. The challenge was to tangibly communicate the vision and values of a college that had not opened yet with a consistent look and message across advertising, PR, events and digital.

What we did:
Through a full range of marketing activity we proclaimed the message and on radio, in the press, on public transport, through direct mail, email and digital display advertising – and with PR events like the #doorsareopening roadshow.

We also used both organic and paid activity across Facebook, Twitter, Instagram, Pinterest, Snapchat and Spotify, prepping, planning and scripting the campaign on Thunderclap to amplify the message. We also kept our client fully in the picture with daily reports, face-to-face meetings and phone calls, and diligence in keeping to the agreed digital approach.

The results:
We surpassed our digital targets with social media clicks/impressions 260% of target, and Spotify advert clicks 175% of target. We successfully had #doorsareopening trending on Twitter on day one of the campaign, and visitors to the website more than doubled compared to the previous month. The client was delighted with the results and earmarked us to lead digital campaigns in the future.