Facing a drop in application numbers due to increased tuition fees, Lancaster University were concerned that they might not be able to meet the required student numbers for their September 2007 intake. Knowing that the only way they would meet targets would be to increase the number of applicants who confirmed Lancaster as their number one choice, the University approached us to develop a campaign to do just that.

We developed an eMarketing campaign, to highlight the benefits of Lancaster - its campus, its community and the facilities on offer. Through a series of four emailers we tracked the user response and evolved the campaign to meet the audience interests and concerns.

The campaign proved to be a huge success and demonstrated the power of timing and decisive action. Lancaster secured enough students to meet its recruitment targets, meaning the proportion of first choice applicants had been significantly increased from previous years.