Our college students come from each nook of the globe, bringing with them distinctive tales, experiences and views. Some are from close by neighbourhoods, whereas others journey 1000’s of miles to be part of our neighborhood.

No matter their origin, every pupil finds a way of belonging right here, contributing not solely to our establishment but in addition to the colourful tapestry of London itself.

The Actual London marketing campaign

Our college students and employees offered the inspiration for our present model hero marketing campaign, The Actual London.

Our goals had been clear: to place our folks on the forefront, to evoke emotion that resonates with our mission, to create a particular visible identification reflecting our numerous neighborhood and to place London Met as a best choice for potential college students each regionally and globally.

With creativity and imaginative and prescient, Kate Stanbury, London Met’s head of Advertising and marketing, and Hannah Aldwinckle, our content material supervisor and a London Met graduate, who developed and drove the idea ahead, crafted a marketing campaign that actually captures the spirit of our mission and values. We aimed to instil confidence, ambition, and delight throughout our establishment and the outcomes converse for themselves.

 The affect of The Actual London

Since its launch on Might 31, 2022, the marketing campaign has obtained important consideration. Our movies have been considered over 1.3 million instances, with a formidable common view period of 94%. This contrasts with the 45% common throughout our YouTube channel.

Within the marketing campaign’s first 12 months, 61.5% of viewers watched our TRL YouTube advert in its entirety, doubling the trade common.

Importantly, the marketing campaign has had a tangible affect on pupil recruitment. Roughly 12% of our on-line Clearing 2022 functions in July 2022 got here from people who had engaged with our TRL advertisements on social media.

It is a important improve from the two% within the earlier 12 months. Our conversions from paid promoting skyrocketed by 145% in comparison with 2021. All through 2023, the marketing campaign has continued to develop and make an affect on our recruitment and the constructive suggestions has continued.

On platforms like TikTok and Instagram, the marketing campaign’s attain has been phenomenal.

Supporting content material for TRL has been considered over 5 million instances throughout numerous accounts, with our personal TikTok account receiving extra likes general than virtually each college within the UK, in a really brief interval.

The overwhelmingly constructive suggestions we’ve obtained is a testomony to the marketing campaign’s resonance with our target market. 

A nod to excellence: The PIEoneer Award

It’s not simply our neighborhood and potential college students who’ve taken discover the marketing campaign. Final week we had been delighted to attend The PIEoneer Awards the place we had been shortlisted for an award – this follows on from recognition on the HEIST Awards and the Occasions Larger Training Awards, two main larger training advertising awards within the UK.

“By presenting a real snapshot of London, the staff has managed to craft an genuine marketing campaign that has touched many in our neighborhood”

Being nominated for a PIEoneer Award was a improbable recognition of our efforts to showcase the true essence of London Met and town we name house. 

Making a connection

The Actual London marketing campaign is greater than only a advertising initiative. It’s a heartfelt reflection of who we’re, what we stand for, and the neighborhood we’ve nurtured.

By presenting a real snapshot of London, the staff has managed to craft an genuine marketing campaign that has touched many in our neighborhood. They didn’t depend on a giant finances, or an exterior company for the inventive idea, the success of The Actual London was made doable by the dedication of our in-house expertise and the collective efforts of the complete Advertising and marketing and Comms staff.

Larger training establishments internationally may discover worth in our strategy with The Actual London marketing campaign. It serves as a mild reminder of the ability of authenticity and the importance of actually understanding and representing your neighborhood. In a world the place potential college students are consistently bombarded with selections, a real connection could make all of the distinction.

In regards to the writer: It is a sponsored submit by Deon Butler, London Metropolitan College’s Director of Advertising and marketing and Communications.