Study London’s inaugural Summer Schools Campaign
Study London’s first Summer Schools Campaign has proved highly successful in reaching prospective students. The specialist microsites (www.studylondon.ac.uk/summer and www.london.cn/summer) attracted more than 100,000 visits, and 22,000 click throughs to institutions’ own sites.
42 summer schools were listed on the microsites, giving an enticing glimpse into the variety of specialist tuition available to London visitors. An accompanying video – created using pre-existing footage from King’s College London, UCL, the Royal Veterinary College, Guildhall School of Music and Drama, the Royal College of Art and the University of the Arts London – led the social media push on Facebook and Sina Weibo, achieving nearly 400,000 views over the duration of the campaign.
Summer Schools are an important part of London’s Higher Education ecosystem in a number of ways. They bring financial benefits for the providers and the city, and generate income from resources that would otherwise be unused. They are a way for prospective students to sample London life, and an institution’s teaching style and facilities. They give many thousands of young people from around the world an engaging and enjoyable academic experience, alongside social and cultural opportunities, and many of them return to take a full London degree – it’s a great way to ‘try before you buy’.
With this in mind, the Summer School campaign didn’t just focus on the academic aspects of a trip to London: additional content encouraged prospective students to explore the city’s attractions, and to plan visits out of town too. Testimonials from past students emphasised the life-changing possibilities of an international experience – whether that was the chance to explore a topic in detail, to expand knowledge, or simply to make like-minded friends from around the world.
We’ll be re-running this campaign in 2019 with fresh new content, and will be looking to film at this summer’s schools – if you’d like to be included, please contact Janina Smith