In an increasingly competitive market for students, Flinders wanted to increase their share of first preferences. A higher number of first preferences leads to a higher number of enrolments, and therefore funding.
Research showed that Flinders graduates identified the university’s point of difference as the personal attention from academic staff, the opportunity for one to one consultation and the general feelings of the Uni being invested in outcomes for students.
Our messages were positive affirmations focused on the individual in a coming of age campaign: “Your time to shine”, “We believe in you” and “Choose what’s best for you”. They tell the reader that the institution is confident in producing results for students. Parents would also see the postgraduate advertising in the same publication that says, “We share your ambition”, further emphasizing the focus on results.
Flinders had a 10% increase in first preferences in 2010 resulting in significantly higher enrolments than budgeted and exceptional ROI. In particular, Flinders enjoyed a 33% increase in first preferences from school leavers, a demographic notoriously hard to reach.
In just two years Flinders University has increase market share by 3.5%.
