Middlesex University launches retention campaign

Front’s project looks to tackle drop-outs around the application process

Middlesex University has launched a brand new campaign that aims to improve the number of students who transition from application to full enrolment. It was created and devised by Sheffield based agency Front.

The campaign’s lead platform is direct mail but also incorporates press, digital, social and events. It ties into Middlesex’s established “Made for more” campaign which is based around the themes of: Discover more, Learn more and Develop more.

Research has shown that various pressures including exams, finance and leaving home can make the university application process daunting – often leading to drop-outs. The focus for this project is therefore on making sure that all communications speak to students on their level as well as directly addressing their difficulties and demonstrating how the team at Middlesex University is there to help. The core desired responses from students are:

~ Middlesex University is the right university for me;
~ I feel secure in my choice in Middlesex University;-
~ They will help me through this confusing process

Nerissa Bryden – Acting Head of Student Recruitment Marketing at Middlesex University – added: “At Middlesex we know potential students are under various pressures and these can have an impact on retention rates from the offer stage to enrolment.  Our approach is to address those things head on in both a strategic and creative way. We are really pleased with what’s been developed so far and are looking forward to it being rolled out over the coming months.”

Seb Gloger from Front’s account management team – said: “We have worked hard to ensure that this campaign both resonates with prospective students in a relevant way but also identifies with their current stage in life. By acknowledging the struggles they face around exams, the application, accommodation and finance processes, we believe that this retention focused push will guide them through to enrolment by keeping them on track and informed.”

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