Supporting Leeds Beckett’s University Covid-19 Clearing Campaign with a broadcast-first strategy
Client
Services
- PR
- Media relations
Sectors
- Education
The Covid pandemic meant A level results day and university recruitment in 2020 was unlike any other year. With exceptionally high levels of uncertainty amongst prospective students and parents about achieving the required grades, and even the value of going to university at all, there was a huge emphasis on Clearing.
To support Leeds Beckett University’s Clearing campaign, we developed a broadcast-first strategy, including social channels such as Facebook Live, to generate direct cut-through with students and parents. The university became the reassuring voice for the sector, communicating that Clearing remained a straightforward process and that 2020 was still a good year to attend university. Activity also included a pre-recorded audio feature, placing case studies and an innovative Live Virtual Clearing Q&A event.
Results
-
0 - items of broadcast coverage in one week with a reach of over 70 million people
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0 - live interviews with Deputy Vice Chancellor on results day including Sky News Live and LBC Radio
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0 - pieces of print and online including The Guardian and The Times
-
0 - views of the innovative Get Set for Clearing Q&A event
-
0 - web sessions, an increase of 16.8% over the 2019 comparative period
- 2020
- was the most successful coverage year Leeds Beckett has ever had
Key Insight:
Lockdown had significantly changed the media landscape with vastly increased radio and TV audiences, and a huge appetite for content and talent which journalists were happy to take remotely around a unique unheard of news event in the awarding of A-Level and further education grades.
