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Creative top tips: how to maximise your campaign

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Page 1: Creative top tips - UCAS Media Creative top tips guide_0.pdfCreative top tips: how to maximise your campaign Personalise On average, engagement rates were 10 – 13% higher for our

Creative top tips: how to maximise your campaign

Page 2: Creative top tips - UCAS Media Creative top tips guide_0.pdfCreative top tips: how to maximise your campaign Personalise On average, engagement rates were 10 – 13% higher for our

Organise for success

Think bigMost of our high-performing campaigns are delivered across multiple channels. Whatever the outlet, a consistent look and feel, and strong call to action, will strengthen a campaign’s impact and performance.

TargetRelevance is the greatest driver of success in any marketing campaign. Trends in the marketplace reveal that campaigns are most successful when tightly targeted to a specific audience.

Tailoring your message to your target audience improves engagement rates. For example, subject-specific messages grab attention, as do pre or post-event messages to event attendees.

A clear messageGrab attention with a single, clear message. What’s the most important thing you want to tell your audience? In our experience, there is just a seven-second window to capture attention – make it count!

Students in the UK are bombarded with over 5,000 marketing messages a day. Our digital generation has learned to filter out messages which don’t immediately resonate. Getting their attention isn’t easy. That’s why flawless audience segmentation, spot on creatives, and perfect timing are key to engagement.

Our data and audience reach take the guesswork out of your targeting, helping you communicate the right message with the right audience. We know you know marketing – but our full-market view can help shape your campaign for guaranteed impact.

Here are some top tips to maximise your campaign’s return on investment.

Creative top tips: how to maximise your campaign

Page 3: Creative top tips - UCAS Media Creative top tips guide_0.pdfCreative top tips: how to maximise your campaign Personalise On average, engagement rates were 10 – 13% higher for our

Optimising for results

Creative top tips: how to maximise your campaign

PersonaliseOn average, engagement rates were 10 – 13% higher for our emails when the recipient’s name or subject of interest was used.

Test and learnWe offer split testing as standard. Once you know what works, you have a great starting point to build on your campaign’s success.

Clear call to actionThe campaigns with the highest click-through rates had a strong and urgent call to action: ‘apply now’, ‘click here’, ‘book now’.

Lead from the topPut your call to action in the top quartile of any creative, so it’s clear what a user needs to do.

Give them all they needCover ‘when’, ‘why’, and ‘how’ concisely in your message to improve engagement.

Consider your audienceWords such as ‘acceptance’, ‘place’, or ‘Confirmation’ can confuse applicants and weaken your campaign’s message as a result. It’s best to avoid terms that are easy to misconstrue.

Review

Take some time to analyse your campaign’s performance. Did learners follow the expected journey? Does the heat map show the clicks you expected? Which of your campaign channels delivered the best results?

A clear call to action.

All the information easily accessible.

Page 4: Creative top tips - UCAS Media Creative top tips guide_0.pdfCreative top tips: how to maximise your campaign Personalise On average, engagement rates were 10 – 13% higher for our

• Most high-performing adverts have one clear call to action button.

• Adverts with the highest click-through rates have a maximum of four rotations.

• The best display adverts use lifestyle images of young people.

• Optimising for conversions is crucial – visitors should remain engaged when they land on the website from the advert.

Display

Making the most of your campaign

• 40% of emails are currently opened on a mobile device. Use a one-column approach, or responsive design, so your creative works on any device.

• Most email subject lines are limited to 50 characters, especially when viewed on a mobile.

• Using a pre-header increases open rates.

• Animated GIFs in emails can increase your click-through rate by up to 27% – but don’t go overboard. Make sure the first frame is relevant, and your file size is small.

Email

Creative top tips: how to maximise your campaign

One clear call to action.

Page 5: Creative top tips - UCAS Media Creative top tips guide_0.pdfCreative top tips: how to maximise your campaign Personalise On average, engagement rates were 10 – 13% higher for our

Creative top tips: how to maximise your campaign

• Royal Mail research shows that mail stays in the house for at least 17 days. Eye-catching creatives will ensure your mail stands out.

• The best examples of direct mail use the creative space that digital doesn’t have – for example, a lanyard insert featuring future job ideas.

• Include as much information as possible in the brief. What is it you’re planning to mail? What’s the paper size and weight? How much are postage costs?

Direct mail

• For SMS, there’s a 99-character limit for your main message, but we’d recommend using 75. It’s the first thing a student will see, so your subject line must work hard.

• Consider a multi-channel approach – the majority of our highest-performing campaigns are integrated with other channels.

• Multi-channel campaigns create most impact when every channel is optimised. A consistent look and feel across all touch points reinforces your brand and increases conversions.

SMS

Eye catching and targeted creative.

Creative execution with impact.

Page 6: Creative top tips - UCAS Media Creative top tips guide_0.pdfCreative top tips: how to maximise your campaign Personalise On average, engagement rates were 10 – 13% higher for our

Creative top tips: how to maximise your campaign

Our checklist will help you make the most of your campaign with us.

Your creative checklist

For regular information and insight into our verified student audience, sign up to receive our newsletters at www.ucasmedia.com/signup.

You have a single, visible, and clear call to action in the top quartile of your creative.

You have engaging images.

You have strong brand positioning to encourage engagement.

You have defined audience groups and creative aligned to each group.

You have optimised your website to maximise conversion.