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Good Luck at the Heist Awards Tonight!

Jul 12, 2018

The Heist Awards 2018
The Heist Awards 2018

The 2018 Heist Awards are taking place this evening, with Salford’s Marketing and External Relations Directorate shortlisted for projects in two categories. The Heist Awards have celebrated excellence and innovation in education marketing for 28 years, providing a fantastic opportunity to highlight the work and achievements of the University of Salford within the sector.

Judges shortlisted the University for ‘Marketing Team of the Year’ and ‘Best use of Innovation in education marketing’.

The Marketing Team of the Year award recognises the department’s contribution to the overall success of the University. The submission demonstrated measurable results, a ‘can-do’ attitude in the team and a collaborative and strategic approach to marketing which boosted overall performance.

Key stats arising from the department’s work include:

  • a 4% increase in applications
  • a 5% increase in firm accepts
  • a 20% increase in insurance choices
  • an 18% increase in School leavers – the market was up just 1 %
  • an increase in almost every region where marketing campaigns were run
  • 8,233 pieces of positive media coverage with an equivalent cash value of £35m
  • 40,00 twitter followers and rising on the University twitter account
  • a top ten award for social media
  • 38 institutions’ fees benchmarked and reviewed to ensure our pricing was spot on
  • a range of 50th anniversary events delivered together with novel internal events and channels to engage employees
     

The Best use of Innovation award is exactly that – doing something different and breaking new ground in the education sector. The Marketing team were shortlisted for the work carried out to create targeted video to convert student applications into firm accepts. It aimed to tackle the challenge of increased competition from rival universities, focusing on increasing the number of students who select University of Salford as their first choice.

108 different films were produced with tailored content to illustrate a student’s first year at university, giving them a clearer insight of what to expect and creating an emotional reaction that would coax feelings of excitement and anticipation within them, ultimately encouraging them to choose Salford as their first choice option.

A 5% recorded increase in firm accepts (following the May 4th deadline once the video links had been distributed) equated to an additional 244 students when compared with the previous year at the same point in the cycle. With an annual tuition fee of £9,250 per student, and an average three years of degree study, there is the potential for this increase in firm accepts to equate to additional income of over £6 million.

A huge good luck to everyone who contributed to these projects and fingers crossed for an award-winning evening tonight! To see the full list of shortlisted entries, click here. To follow events on the night, keep an eye on Twitter, using the hashtag #heist2018.