University Student Recruiting Campaign

Case Study

At a glance

Cluster
Type of problem

PR, CSR

Product

The CLIENT

Industry

Education

Turnover
Number of Employees

200

One of the top universities in Romania, focusing on agriculture sciences. Over 5,000 students and 200 staff members. +1.5 million Eur invested in technology each year and +4 million Eur invested annually in research projects.

The CASE

Issue

The University needed a powerful campaign to attract a new generation of students. Its profile was not attractive to the young generation and the University risked not having enough students for the following year.

Our Solution

Oameni si Companii created and implemented a powerful recruiting campaign addressing last-year students in high-schools in 16 counties in Romania.

Community: 300 high schools

Instruments:

Direct Meetings

Printed materials

PR&Advertising Campaign

Web Campaign

Implementation

  • Direct meetings: A presentation campaign in 300 targeted high-school institutions.

285 high-schools in 16 counties in Romania were visited by the university teams. Teams included both academic staff and actual students. Every team contacted high schools directors and teachers and organized a group presentation. The presentation was standard for each team.

During the presentation, the team handed out brochures and flyers to the audience. Also, pupils who were interested to enroll in the university were invited to leave their contact information. All students who gave contact info could participate in a raffle.

  • Printed materials: Brochures, flyers, promotional objects to be used during the campaign

A wide selection of materials was produced to be used in this campaign. These included: brochures, flyers, pens, rucksacks, hats, T-shirts, Posters, notebooks. For all these materials, Oameni si Companii produced both design and content.

  • PR & Advertising campaign: Ads, interviews, press releases distributed in relevant media

A selection of tools were produces and used to promote the University, including: articles on a dedicated Oameni si Companii digital platform, addressing managers and executives in education; ATL & BTL advertising instruments (billboards, posters in public places, buses etc.)

  • Web campaign: a dedicated website & newsletter

Oameni si Companii designed a dedicated website for the recruiting campaign, addressing final year pupils in high schools all over the country. 2 newsletters were sent to pupils that gave contact information during the recruiting campaign.

Oameni si Companii organized a call center to distribute information about the University opportunities. Oameni si Companii provided all necessary procedures for the call center teams to contact and deliver information to potential future students.

Marketing & Communication Toolbox

  • Direct meetings
  • Printed materials
  • PR&Advertising campaign
  • Web campaign

Results

  • 285 high-schools visited
  • 31,500 printed materials and promotional objects distributed
  • 5,930 pupils called by the call center

During first stage of enrollment, all available positions were taken.

University had the highest number of submissions in history (3 times the number of available positions).

 

Timing & Budget

Start Date

feb. 2009

End Date

iul. 2009

Budget (EUR)

82200

Communities