Clearing 2019 Case Study Queen Mary University of London
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.
Challenges
Congested Market
Increased Top Tier Competition
Scarcity of 18-year-olds
Heightened expectations of prospective students
How we helped
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.
Results
IDP Connect delivered:
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
IDP Connect contributed 12.8% of Queen Mary’s total calls over Clearing
“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.”
Leah Brown
Former Assistant Director of Marketing and Student Recruitment
Queen Mary University of London
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