Aim Higher

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Aim Higher
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Aim Higher

• Aims to widen participation in Higher Education
• Objective to raise awareness and provide
  information to enable students, parents and
  advisors to make informed decisions about HE

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Aim Higher - Audiences

• Primary target audience is 13-15 year old from
  families and communities with no tradition of HE
• Secondary audiences 16-19s, parents and
  potential returners to HE

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Aim Higher COI strategy

• The Interest Strategy make HE more attractive
  and immediate by linking it to current interest
  eg music, computers, fashion, sport
• Communications strategy to sustain awareness
  across an extended period, concentrating on
  relevance of proposition
• Conversion of interest to fulfilment via targeted
  DM and ongoing contact with those recruited to
  the database

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Aim Higher media selection

• Targeted TV September 03 March 04
• Postcards and posters in secondary schools
• Online key interest based sites
• Partnerships EMAP (13-18 year olds), IPC
  (parents)
• Radio extend reach and frequency
• Direct mail and e mail
• Contact strategy key periods such as February
  and April

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Aim Higher executing the TV strategy

• Launch with ITV, followed by C4 burst, then drip
  strategy including interest based satellite
  channels (music, sport etc)
• Targeting scored 96 out of 100 on a media auditor
  (Billetts) assessment an example of how it
  should be done
• Channel selection also saved 300k on a budget of
  1.9m v Billetts norms

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Pre GCSE Press Insert
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Pre GCSE Direct Mail to previous responders
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14 to 16 yr responders Spinner mailing
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16 to 19 yrs Email
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Parents Direct Mail
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Results since Sept 2001

• 91 ad awareness amongst target audience
• Credited with reducing the stigma of a lack of
  ABS
• Supported by teachers and colleges
• Contributed to date to over 240,000 calls and an
  estimated 1.4m direct responses
• Contributing to a total of 2.1m individual adult
  learners
• And a total of 4.3m courses