Open day campaigns to boost your pipeline

68% of Year 13s said they would attend virtual open days to find out about university and 58% would use The Student Room forums.[1]

Open Days

Events are still vital for student recruitment. In polls taken this year, 29% of students said they planned to attend 3 or more open days, while 61% of students told us they would find virtual fairs helpful. Open days play an important role in applicants’ decision-making, so much so that 84% of prospective students we surveyed said they would use open days to help them choose a university. (source: Options report).

The Student Room has both the audience (17.8M year 13 users a year [2] and 1.8 million active users in our “applying to university” segment [3] ). and deep data insight required to deliver winning open day campaigns. But don’t just take our word for it:

Email

Client success stories

University 1 (South, global top 100): Autumn open day 2020 – This university ran an advertorial then followed it up with an email campaign targeting users who had engaged with the content, plus users in our “high achievers” segment. The email achieved an impressive open rate of 53.9%. View content and advertorial options.

University 2 (Northwest, TEF Gold): Autumn open day 2020 – This university wanted to be seen and remembered by students, so they placed attention-grabbing display ads across The Student Room site. They also targeted our audience with a series of four email campaigns (including segmented resends to openers and non-openers). The viewability for the mixed format display campaign was a 19% increase on the UK average [4] and the email open rates were as high as 36.4%.

University 3 (North, Russell Group): Virtual open day 2020 – All creatives in this university’s targeted display campaign exceeded both the sector and industry benchmarks for click-through rate. The campaign also over-delivered on impressions by 5%. The targeted email performed well too, with an open rate of 26.9% and a 7.3% CTR.

Edge Hill had “their most successful open day in five years” – View full case study here

vote and tell

Subject-specific – target students by course interest

Our precision-targeting will find an audience that exactly matches your criteria. Great for boosting application numbers for courses that are harder to fill. We use rich first-party data and onsite engagement analysis to target the students who are likely to apply for your courses.

This package includes: display advertising and highly targeted emails to students who are expressly interested in your chosen subject(s) or topic.

Talking to current students on the course, I feel, is one of the most important things which every virtual online day I've attended has been lacking...Virtual open days really should have live talk sessions/chat with just current students in each subject area...workshops and taster subjects would [also] be amazingly useful.
User, The Student Room
Email

Email blasts –  reinforce your message with multiple sends

By sending a series of targeted emails your open day event is far more likely to be remembered, resulting in a much lower dropout rate. You also have the opportunity to highlight different aspects that make your university great, such as your student satisfaction ratings, your gorgeous campus or the quality of your teaching.

This package includes: a series of three or more highly targeted emails to firmly instill and reinforce your message in the minds of applicants.

At first I wasn't so sure with it being virtual if it would be any good, but it was great. I heard from students (past and present), got a tour of some of the accommodation, as well as the subject talk and live chat...So glad I went and would recommend that others go!
User, The Student Room
Display

Awareness – combine storytelling with visual impact

Why choose between being seen and being understood? Your display ads build awareness and keep your brand front-of-mind, while targeted emails let you captivate students with stories about what makes your university stand out.

This package includes: targeted display impressions, targeted email, a slot in an email listicle promoting open days.

I just wanted a tour of the campus, so I can see where everything is! 
User, The Student Room
Email

Ultimate attendance package – grab attention by going where your applicants are

We ensure your message follows your applicants’ attention. Find them in their email inbox, on our forums, and across other websites so they never forget your open day.

The package includes: high impact mixed-format display on The Student Room, targeted email, slot in an open day listicle email, and market-leading retargeting with 1 million guaranteed impressions (and the highest viewability for programmatic in the sector).

 I would like to know what are some good questions to ask during an open day. 
User, The Student Room

Your end of campaign report

We’ll follow up with a comprehensive report to give you a clear understanding of how each element of your campaign performed.

Your report will include:

  • Summary of your booked activity
  • Breakdown of each element of the campaign with performance metrics
  • Analysis of performance against our sector and overall benchmarks
  • Performance against any known industry benchmarks

Sources and data:

[1] Navigating Changing Options – HE Sector Report: The impact of Coronavirus on 2020 and 2021 – UK undergraduate decision making, Wave Two – June 2020.
[2] TSR onsite data PowerBI benchmarking report, user numbers extrapolated from member logins. Users = unique cookies, Average Oct 19 – Sep 20
[3] TSR onsite data PowerBI benchmarking report, users who viewed relevant content in the last 30 days
[4] UK average for mixed format display viewability (Q4, 2019) is 58.2% (Desktop = 60.5%, Mobile = 55.9%).

Interested in Open Day packages?

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