Campaign Brief

Campaign

Post Graduate – Careers in Criminal Justice

Background

XXXX University was the world’s first successful distance teaching university, founded on the belief that communications technology could bring high quality degree-level learning to people who had not had the opportunity to attend traditional campus universities. There is no typical student. People of all ages and backgrounds study with them, for all sorts of reasons – to update their skills, get a qualification, boost their career, change direction, prove themselves, keep mentally active. This university is open to them all.

Business objectives

Earn students/ drive enrollment for two new Post-Graduate qualifications:

  • MSc in Forensic Psychological Studies
  • MA in Crime and Justice

These course subjects come under the discipline of Social Sciences – the study of society and the manner in which people behave and influence the world around us. Although the University is not new to Social Sciences, they are re-entering the Post Graduate market with update qualifications to meet market demand.

Communication objective

We need to raise awareness of two new postgraduate qualifications aforementioned. Communicate that due to new legislation regarding secondary degrees loans, updating your skills has become easier.

Campaign objective

Our goal is to drive people to the website to download a prospectus, thus registering their interest in doing one of these courses. We need to reach people who are genuinely interested in updating their skills to progress their career or start a new career entirely.

KPIs

Drive enquiries; you will be working on an enquiries target based on approx. €85.00 CPE

Landing page

Bespoke landing page on the website containing more information and link to prospectus download page; exact URL TBC

Target Audience

They already have a Undergraduate degree in the same or related subjects. They are likely to have been in the workplace for some time, or they may be returning to work after a period of time (for example, after having had a family). They would like to take their career to the next level, or have a desire to specialise in the field of crime and justice and realise they need further qualifications to achieve these goals. Funding may have been a barrier in the past but with the availability of Post Grad loans, study has become a viable option.

They are likely to be working within the following sectors:

  • Healthcare – nurse/ doctor, social worker, counselling, psychology, civil service/ policy
  • Criminal justice – police, legal, probation and prison system, forensics, civil service/ policy
  • Education – teaching, civil service/ policy
  • Third sector – charities, policy
  • Private sector – media, public/ private partnerships

They are likely to be someone with a social conscience, who feels the need to make a difference and has a desire to help develop and influence the implementation of public policy.

Regional targeting: Italian students

Budget

€10,000 gross

Timings / relevant dates

Start date 20th March – please advise on optimal campaign duration based on budget

Creatives available

Standard IAB Formats

This is a case study presentation, whereby you are asked to use as an example of a previous/current client that you have worked with. You will present to two interviewers.

Keep in mind

  • The presentation should be no longer than 30 minutes and it should be completed using PowerPoint slides.
  • Let the Recruitment Coordinator or Recruiter know if you are bringing your own laptop or you will need us to provide one.

Proposal Requirements

We are looking for a digital display solution primarily, specifically utilising the power of RTB

Please include:
  • Execution ideas>/li>
  • Cost plan (pls quote in gross and let us know if agency discount 15% is applicable)
  • Details about how the targeting will be achieved
  • Ideal timelines / timing considerations - please let us know if there is an optimum campaign period
  • Tracking/pixels requirements
  • Do you accept Integral Ads tags?