Education

Bus advertising and education

To keep ahead in an increasingly competitive market, understanding local communities in all their diversity is important to us and locally our media products reach parents, students, ethnic groups and employers like no-one else.

Here are some of our highlights from the education sector.

University of Exeter

University of Exeter

‘Our campaign ran for 8 weeks on buses, mainline Rail stations and at London Paddington, our ‘home’ station in the capital. The response we got was enormous – not only did we attract a large number of prospective students, it’s also led to approaches from businesses looking to take part in the Degree Apprenticeship scheme and has helped to establish our presence in this emerging market.’

Exterion Media & The Campaign Company – Hadlow Group of Colleges

Hadlow College

Brief: 
To carry out research to capture insight about the effectiveness of Hadlow Group’s campaign to recruit students.

Key Findings:
  • Campaign awareness: 51% had seen it on a bus
  • Young people pay attention to the view of parents more than others when making a decision about where to study
  • About half of the young people surveyed reported choosing between sixth form and college in year 11. 1 in 5 said they made a decision around the third term of year 11
  • Four-fifths of young people were aware of the possibility of taking part-time courses at college to obtain a HE qualification.
Our key audiences
 

Influencing parents:
  • 5% see advertising every week at Underground/Rail stations and on Bus
  • They are 30% more likely than the national average to search for services on a mobile device as a result of seeing Outdoor 
Influencing students:
  • 60% see advertising every week at Underground/Rail stations and on Bus
  • 1 in 3 often search for services on a mobile device as a result of seeing Outdoor advertising 

Influencing those who expect to further their education:
  • 70% see advertising every week at Underground/Rail stations and on Bus
  • They are 200% more likely than the national average to search for services on a mobile device as a result of seeing Outdoor advertising

Download our Education brochure here


Collaborate with us!


While universities have used us extensively to drive recruitment of students, public transport is also the perfect vehicle to reach business investors in the City or in any of our regional capitals.

Here are our highlights on how universities have collaborated with us to promote their ground-breaking research to the heart of city decision making!

Business Leaders and influencers - our key audiences

  • Reach top stations– Liverpool St, Bank, St Paul’s, Old St, Cannon St, London Bridge, Moorgate, Mansion House, Blackfriars, Canary Wharf
  • 1 in 5 businesspeople who travel on the Underground are a chairperson, CEO, MD or director
  • 50% of all businesspeople who use the Underground are key decision makers within their company
  • Approximately 1.9 million people enter/exit zones 1 & 2 every day
  • On average, 272,331 people enter/exit the Tube network every hour
  • Around 930,000 people commute daily into central London to work
  • Waterloo & City Line TCP: 9,616,000 passengers per annum

Reaching government and funders

Pzifer dominated the approach from the Jubilee Line, ticket gateways and the final wall. 

Pzifer

Take a look at the other work we have done with universities


  • We're here to help

    With an increasing number of places available in further education, many of our education clients are looking at reaching out to a broader audience of potential students to enrol in the new academic year. At this time when education is so crucial in our economic fight-back, we are talking to more colleges about their enrolment campaigns.







    Direct out-of-home communications represent a highly cost-effective way to influence the behaviour of thousands of people. We work with many education clients across a range as broad as adult learning for older audiences to local authority children’s centres, from universities and colleges to schools. We are your cost-effective, one-stop shop, for a no hassle enrolment advertising campaign.







    Bus advertising was seen as being more impactful than other media







    Our shared ideas, stories, evidence of success and the opportunity to evaluate campaigns independently are all part of our commitment to help you keep driving efficiencies and delivering better value for your enrolment campaigns.







    The findings below, taken from a recent independent evaluation of a recent campaign for a university, show that bus advertising can have a positive impact on feelings toward a university.







    •In the past week, 77% of people who expect to start university see advertising on the outside of a Bus



    •More Londoners are interested in studying in the next 12 months



    •Those who have seen bus advertising are more likely to view a university more positively than those who have not



















































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































  • While any advertising has the potential to improve your brand, a major part of properly marketing your educational establishment is to dig deeper and uncover the true outcome of your campaign.

    A college client commissioned us to ask a set of questions to assess their reputation in a number of areas - including facility standards, academic reputation and curriculum choices in comparison with other colleges in the area. The survey also asked respondents about their awareness of the advertising campaign.

    The Challenge

    We asked respondents about their awareness of adverts by the sector and their views of different advertising.

    The Campaign

    The Out-of-Home campaign could be seen on a variety of Bus formats (Lower Rears, Mega Rears, T-Sides and Supersides), and in London Underground stations on 4-sheets and Ticket Barriers.

    The Results

    More than half (58%) of respondents had seen adverts from a college in the past 6 months. This suggests that there is a competitive further education market with highly visible campaigns. We asked them where they had seen the adverts and the most common mentioned was Bus - at 63 per cent.

    Other key findings:-

    • 1 in 3 see standard of teaching as the most important factor for choosing the college

    • 51% of people had seen the Ticket Barriers in the London Underground

    • 45% had seen them on 4 Sheets in London Underground stations

    • The high number of mentions seeing advertising on buses suggests that this is an effective media channel to achieve large coverage quickly
  • Colleges and National Rail advertising

    The aim of the campaign was to try and reach a national audience in both urban and rural areas that may have an interest in venturing into graphic design from sixth form and to target people of any age looking for a career change.

    Did the campaign work?

    The campaign worked and up to 100 enquiries about the course was received, with many people mentioning that they had seen the campaign on the Tyne & Wear Metro and Merseyrail. The campaign was instrumental in helping Shillington College to fill all course places.

    Based on value for money, National Rail was a far better option than Press in terms of cost and audience reached.



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