Campanie
General Information:
Strategic approach:
| Strategic approach: |
Cognition designed and developed the 2022 University admission campaign for UTCB under the umbrella concept „Fii un influencer al viitorului!” / „Be an Influencer of the Future” – a relevant and memorable approach for today’s students. For the third year in a row, the UTCB admission process was held entirely online, aiming for a final number of 2.500 registered students at the end of the 2 admission sessions - a very ambitious objective for the overall poor academic context of 2022. The project’s challenge was represented by the fact that 2022 was a very unfavorable year for the academic field, as it saw the smallest number of students enrolled for the Maturity Exam (Bacalaureat) in the last 30 years. This meant at the same time a smaller number of overall candidates for University admission than the number of available spots. Even in this unfavorable context, UTCB wanted to continue the growth in enrolment for the university studies seen in the previous 2 years as well as to maintain the number of students for the masters studies. In this challenging context, the campaign objectives were extremely courageous: 2.500 enrolled students at the end of the 2 admission sessions and an overall campaign reach of 850.000 – attained while having to make use of the same campaign budget as the previous year. The strategic approach was to target students in a modern and memorable way, using key-words they can relate to and communication channels they use, providing useful and relevant information also in an unconventional way at the same time with showing it is a modern University, attuned to today’s realities and cool to its core. |
Execution:
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