UniCompare: Clearing content and student guides

UniCompare logoUniCompare are the creators of Clearing, the most popular university clearing related app. Each year, the team battle it out for the top spot in the App Store and this year they did not disappoint:

Creating content for the Clearing App and Clearing.co.uk

I created a series of articles for UniCompare in order to win Clearing key phrases and power content marketing campaigns. Content included:

  • The complete guide to university Clearing in 2018
  • What is adjustment and how to do it well
  • What are universities really looking for when it comes to Clearing
  • What to expect on a Clearing open day

What the client says

“Kyle is an outstanding writer, with a real natural talent for engaging creative. He was a pleasure to work with and is a writer that we will continue to keep in touch with. His attitude, communication and enthusiasm to produce great work and are second to none.”​

Owen O’Neill
CEO, Founder | Uni Compare | Clearing App

The Student Room: What you need-to-know about the conversion journey

The_Student_Room_Group_LogoI love the Student Room. The team are easy to work with and they provide an unrivaled service to students all over the world, helping them find the right course and dealing with really tough topics like stress and anxiety. But that’s not all that they do.

The team also provide resources to university marketers, aiding them in their quest to remain relevant to young people. I jumped at the chance to write an article for this group, sharing my knowledge of student conversion journeys and the first steps marketers can take to create their own.

I was commissioned to write a two part article for www.tsrmatters.com, starting with part 1 below.

Commissioned article on the student room

What the client says

“Kyle’s pragmatic and considered manner seems at odds with the quality of content and level of creativity he produces. This pragmatism helps him take these skills to others and bring it alive in large and complex organisations, building communications into processes that deliver meaningful conversions.”

Tony Lyons
Head of Marketing , Student Room Group

Aston University: How to own revision with zero motivation

Aston-University-Logo

It’s a long time between students making an application and checking Track on Results Day.

Universities work hard to keep prospects engaged in this period and, as a result, it’s an extremely noisy time for conversion communications. To stand out, an institution must show that it recognises the needs of it’s audience, leading with content that informs, rather than sells.

Not your typical revision guide

To this end, I created a revision guide that not only gave students the information they required, but also positioned Aston as a university that understood its applicants’ needs. Exams are big on the agenda between April and July and this guide arrived through applicant letterboxes just as things were heating up.

In order to differentiate this content from other, more conventional revision guides, I explored a wide range of productivity, business and human psychology literature.

The resulting guide is a concise, but well researched piece, covering a range of unconventional topics, from building positive habits to the ‘magical’ fluids released from our brains during sleep.

How-to-own-revision

What clients say

“Kyle has a natural talent for writing and producing creative and engaging content for a range of different audiences and he has played an integral role in revolutionizing our communications at Aston.”

Dawn Vos
Head of Undergraduate Marketing | Aston University

Birmingham Updates: Why you should study Law at Aston University

BU-Logo-2017-RetinaBirmingham Updates are a special kind of publication. They grew out of the Birmingham Riots in 2011, reporting the madness as it unfolded on a Facebook page.

Today, they are a leading digital news publication, even beating Birmingham Mail for levels of engagement per post. Very impressive for a small team of reporters.

I wrote a piece of advertorial on behalf of Aston University. Given that the University attracts around 50% of it’s students from the local area, it made sense to promote it’s Law course using this locally-focused publication.

Birmingham-Updates---Why-you-should-consider-Aston-Law

The Apprenticeship Guide: The original university for degree apprenticeships

Apprenticeship-guide-publication

So, degree apprenticeships are a thing. In short, the apprentice works full-time and studies their degree on the side. However, all their fees are paid by their employer.

Wish I had done the same.

Representing Aston University, I was asked to write a piece of advertorial for 2018’s Apprenticeship Guide, which I have included below.

You can learn more about the guide at www.apprenticeshipguide.co.uk

The original university for degree apprenticeships

In 2015, we launched the first ever degree apprenticeship. Since then, many other universities have followed suit, and fair play to them, if we saw that Aston apprentices were averaging higher grades, landing better jobs and working in global companies, we would have done the same.We have degree apprenticeships in:

  • Digital & Technology Solutions
  • Embedded Electronic System Design and Development
  • Chartered Manager
  • Executive Apprenticeship (MBA)

And launching soon:

  • Senior Leader
  • Healthcare Professional
  • Nuclear Engineer
  • Logistics and Supply Chain

Right from the start, you’ll work in a job with annual progression and be supported by gold standard teaching. Everything you learn – whether it’s in between meetings, during your commute or on campus – is to build the new professional you.

Our apprentices are making waves in Microsoft, Virgin Media and a wide range of SMEs. You can specialise in business, technology or manufacturing, which covers the marketing of new apps to the production of chocolate floors*.

If you’re the kind of person who doesn’t want to wait to start their career and still wants a gold standard education, take the first step by visiting: www.aston.ac.uk/apprenticeships

*Aston apprenticeship provider Forbo manufactures cocoa based floors. They come in milk, white or dark chocolate varieties.

Aston University: Learn here. Earn more.

Aston-University-Logo

One of the perks of working in marketing is creating something that resonates. Sure, first comes the strategy, positioning etc. but eventually you get to the fun part: messaging and creative.

My task was to take the statistic:

Aston is ranked 2nd in the UK by the Economist for boosting graduate salaries, graduates earning, on average, within £3000 more five years after graduation.

… and turn it into something campaignable.

After a little wordplay and tapping into key themes, I arrived at the messaging:

Learn here. Earn more.

Direct and simple, it mirrors Aston’s reputation of being ‘business-like and getting things done’, as well as speaking to the ‘ruthless ambition’ of the students it attracts.

The campaign used graduate success stories to back up the messaging, which was further reinforced by the credibility of the Economist statistic.

The creative was bold, direct and put the stars of those stories on billboards and across a variety of outdoor media in the Midlands. The campaign was supported by a suite of digital communications, which included stories, written by myself, and video.

Creative execution and placement

Thomas Street, Birmingham

Out of home ads created by Kyle Campbell.jpg

Generic out-of-home network

Outdoor display ads in Birmingham.jpg

Bullring

Ads produced by Kyle Campbell in the Bullring.jpg

Ad on the Aston Expressway

Ad on the Aston Express Way.jpg

Birmingham City Centre

Specsaver.jpg

What the client says

“Kyle has worked on a number of strategically important projects to drive up applications and convert applicants. He is a pleasure to work with, full of innovative ideas and has the ability to just make things happen.”

Dawn Vos
Head of Undergraduate Marketing | Aston University

Aston University: VR Headset

Aston-University-Logo

Results Day is an emotional time. Forget the pictures in local newspapers, students holding up little pieces of their future, just imagine (or recall) that feeling of finally knowing what was happening with your life in September after months of waiting.

Now picture a campaign that rides of the back of that high. That celebrates your emotional moment of getting into university and gives you a glimpse of the fun, unscripted times ahead.

Working with Aston University, I managed the creation of a branded VR headset that was sent to all new Aston students on Results Day. Additionally, I scripted and storyboarded a 360-degree video to accompany the device.

The headset was packaged with a small postcard, including a link to a video explaining how to use it:

You can also watch and learn more about the creative concept for the VR video in the project: Say Hello to Aston in 360.