Filton College

Engaging the Disengaged – Recruiting NEETs through Social Media

As a college, you are constantly trying to ensure as many young people in your area as possible are enrolled with you and are developing into well-educated adults. You are also aware of the number of disengaged young people who have slipped through the net, and are now at a loss. So how do you reach out to this section of society which most needs it?

The Challenge?

Filton College provides courses in South Gloucestershire and Bristol for local, regional, national and international learners, educating approximately 12,000 students. They had some very specific criteria for the demographic that they wanted to target. The College wanted to target their local NEETs (Not in Education, Employment or Training) in the 16-22 age group, with the aim of promoting their very clever initiative to get young people studying and working.

They also had a limited budget and only a two-week window to generate some results! We couldn’t wait to sink our teeth into such a worthy campaign.

What did Net Natives do?

Being the daring and expert bunch we are for the education sector we took to this challenge with verve! We built a variety of Facebook advertising campaigns over a six month period, consisting of a total of 480 individual adverts that we could test, track and optimise to over 149,000 Facebook users who matched their geographic and demographic profiling.

Our Facebook advertising experts then closely managed the campaign night and day (okay, just day) to ensure we were pushing the adverts which were gaining the lowest cost-per-click and gaining the highest click-through-rate.

The Result?

Due to our ever diligent team, we were able to ensure that their adverts were displayed a phenomenal 23 million times in total. Net Natives are responsible for a massive 165 applications of a 500 total– an amazing third of the total from less than 20% of Filton’s campaign spend!

Filton College were so impressed with our efforts that they had the following very kind words to say about us:

“We continue to be impressed with the success of the work Net Natives perform for our marketing goals. Over the past 5 months Net Natives have been helping us attract NEETs in our area and we have seen an incredible 165 (33%) of our 500 total applicants generated by them. And what makes this even more impressive is that these results have come from less than 20% of our total spend, across all the channels we have been using. Net Natives have come up trumps again and achieved beyond our expectation of return from our marketing spend"

To find out what we can do for your next event or just to have a chat about all things social media, get in touch with ben@netnatives.com

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