A study by eMarketer supports these findings: "The spread of coronavirus is likely to boost digital media consumption across the board as people spend more time at home and communicate in person less".
Recommendation: Run activity across the major social media platforms to take advantage of all this extra usage from your target audiences. Timing is crucial and messaging is critical, so stay informed and stay responsive.
Recommendation: Use razor-sharp targeting with your audience data (e.g. with affinity audiences and Open Day leads) to encourage them to accept their offer to join your institution.
Recommendation: Take advantage of newer platforms like TikTok, which is really having a moment as the world self-isolates. It provides plenty of opportunities to join the conversation, but only do so with the right content...
Recommendation: Localised targeting will be key, as students/parents look to reduce travel times and increase security. London (and other populous cities across the UK) are unlikely to be desired destinations.
Just because we can’t leave the house, doesn’t mean direct media is entirely off the table. Digital platforms have plenty of inventory, and daily audience numbers are on the rise across the board.
For example, on 16 March The Guardian recorded viewing figures of 27.6 million unique users, with over 88 million page views in a single day, the most in their history. One of the top stories, which had 4million views in less than 24 hours, was an education article - illustrating that students are still engaged with the education sector and want to know more. Could your institution's messaging be the remedy?
That’s a lot of eyes on your ads.
Recommendation: Explore specialist publishers and Video-On-Demand, such as TANMedia, The Guardian, All4, ITVHub etc. These trusted, premium providers have all seen a huge spike in activity over the last few weeks, which is forecasted to increase over the next few weeks/months.
Check out the positive results we received from advertising on Video on Demand, pre-corona. And VoD platforms recorded unprecedented impressions in the last 14 days (ITV saw a +32% increase on the year-to-date average for 16-34-year-old viewing). With this in mind, campaigns should definitely consider VoD tactics.
This is an unprecedented recruitment cycle and now is the time to adapt your advertising strategy. Investment in long-term brand advertising is going to be key, being in-market with your advertising early is vital (as long as you have the right messaging and targeting) as well as honest, respectful and trustworthy comms.
If you need help with any (or all) of the above then get in touch.