Integrating key triggers into digital advertising

The University of Law – Student recruitment

The University of Law is the one of the UK’s longest-established specialist providers of legal education that provides a unique perspective on learning – very hands on and practical in a realistic, professional and contemporary context. Located both as stand-alone campuses and within partner universities, the University of Law approached Bell to help evolve their postgraduate recruitment advertising for both the main Law school and their Business School.

Our response

With 100% of their advertising activity in digital, the University had previously used the text spaces above and below social media ads to communicate specific messaging, whilst on the ads themselves referred to the specific course and use “Apply now” as the call to action. For banner advertising through Google, there was no associated messaging. Bell recommended that the ads themselves needed to convey a key benefit, as this was the first thing people saw when exposed to the ad. We wrote a matrix with key benefit messaging for 21  of postgraduate programmes and produced a suite of 320 ads overall, at different sizes, for recruitment for autumn term 2019 and spring 2020.