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Arts University Bournemouth

Services Provided: Advertising
Deliverables: Media Buying| Animated Banners | Online Advertisement

We have worked with Arts University Bournemouth for over 10 years. This case study highlights a creative campaign to appoint to four senior roles at the start of 2017. The campaign realised savings of over £20,000 versus recruitment consultancy fees.

Background

The initial brief highlighted the recruitment requirement in detail and the client’s expectation. It also highlighted the need to action ASAP with a time frame between 7-10 days before expected live date.

Campaign objectives

  • Ensure high visibility in key media
  • Promote both the University and their Brand 
  • Target an active and passive audience through selected media channels 
  • Use the opportunity to showcase the creative work of the students
  • Create innovative and exciting visuals predominantly for online.

Campaign delivery

Candidate packs

Four fully interactive, creative applicant packs, to be used for all interested applicants via client website and all advertising channels.

Media

  • The Guardian – online only targeting job seekers, audience match through Guardian.com content user experience, rich media, and the Arts, Media and Culture professional Network.
  • Times Higher Education online only package - Gold packages delivered for silver package price and top job two weeks 4 frame flash banner across the jobs homepage highlighting all 4 vacancies. Including video footage about the University.
  • Jobs.ac.uk – vacancies promoted through relevant subject areas, enhanced button and linking in page created to ensure high visibility and additional traffic.
  • All posts promoted through social media via each media and AUB.

Campaign outcome

The total spend was for the campaign was £18,716. A similar campaign run previously through a recruitment consultancy came at a cost of £39,000. Using a creative, impactful data driven campaign we managed to achieve a saving of over 50% for Arts University Bournemouth.

"Arts University Bournemouth has been working with Prospectus for more than 10 years and values the highly positive and productive working relationship we have. During this time the University’s recruitment levels have increased significantly and we have continued to be pleased with the responsive and personable service Prospectus has provided. Our account manager understands our organisation very well and is able to adapt quickly to new or pressurised demands, providing expert and tailored media advice as applicable as well as dealing very efficiently with inevitable turnaround pressures.

Recently Prospectus has assisted the University with the creation of applicant packs for some key vacancies and we have been delighted with the creative and innovative quality of this work."

— Kerry Sheehan | Head of Human Resources | Arts University Bournemouth