STUDENT BROADBAND FOR THE MASSES
UK Student Market
// Reach, Engage & Sign Up Students
Broadband Contract Sales
// 3 Months
Data Points Collected
// Student Audience
The vast majority of the student utility market is tied up with rental agreements that include bills. So our task was to reach the remainder with Virgin Media’s superfast student broadband deals.
Broadband isn’t an impulse purchase. So, in order to help us engage students early in the summer before they moved to their new accommodation, we created a giveaway to win 12 months free broadband. Due to the nature of the prize, this created a self-restriction in entrants, by only engaging those who required broadband. We then targeted both this competition and our VM lead form to students at specific universities with Virgin Media available in their postcode area.
With our audience identified we shared Virgin Media’s student offering with our in house student affinity network: via organic social media campaign, with paid media, and through our in house email subscriber network. Our marketing campaign was anchored by a custom built broadband comparison tool housed on the Student Saviour website, which gave students the confidence they needed to ensure they were getting the best deal for them.
The Result? In 3 months our combined media marketing strategy outperformed all other student media/discount companies competing in the same digital space.
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