CASE STUDY: Generating Student Sign-ups for GradList

Provided by The Tab
The Tab used advertorial and social media to help recruitment service GradList reach students from select universities.
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What was the Challenge / Background of the Campaign?

GradList is a free recruitment service for student and graduate jobseekers. The team at GradList wanted to boost sign-ups to their service from students at a select group of universities. The Tab offers the only one-stop solution for advertisers looking to target multiple universities across the UK, so we were delighted to help GradList reach their desired audience. GradList wanted a way to convey their unique proposition (be contacted by employers that are interested in your profile rather than applying for jobs) to students who knew nothing about them.

What was the Campaign Objective?

The campaign objectives were to increase traffic to the GradList website and sign-ups from the relevant universities.

What was the Solution?

We recommended a combined online advertorial and social media solution. The advertorial piece gave our editorial team the space to explain what makes GradList unique and why readers should take notice of its offering. The concept for the piece was developed and the article written up by one of our senior writers in classic Tab style: speaking to our student readers as they speak to one another. The headline "Getting a grad job just got easier" was chosen to access a common motivating factor for our readers. The advertorial piece was promoted using Facebook and Twitter.

What were the Results?

The article was read 5,961 times resulting in 2,977 click-throughs and a conversion rate of 30%. GradList said: "The Tab were a great help and were key to the successful launch of our company: The team had some very good ideas and clearly understood the market we wanted to speak to. They were able to move at pace when required as well, which was a real positive. We also appreciated their friendly style, working with us to make sure the campaign was aligned with our ambitions. We will be using them again."

What were the Key Learnings of this Campaign?

We were able to use our deep understanding of our readership to create a bespoke campaign that leveraged one of our readers' preoccupations (finding a graduate job) to ensure its appeal. Although the piece was clearly marked as sponsored, its colloquial tone and carefully developed angle meant that it was extremely engaging for readers, and 1 in every 2 readers of the piece progressed on to the GradList website to find out more about the service. Social media was an extremely useful way for us to widen the readership of the piece at the relevant universities.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kStudents at selected Universities
16 - 24Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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