Tinder 'recruitment' campaign wins national award
Friday 28 April 2017
THE UNIVERSITY’s innovative use of Tinder to attract top A-level students has won another major award.
The Match Made in Salford campaign, run by the Marketing team, scooped the Best Use of Social Media prize at the CIM Marketing Excellence Awards last night.
Salford saw off strong competition from campaigns for the Co-op Bank, Visit London and Green Flag before adding the accolade to the Digital Communications Award (Europe) we won in September.
The CIM says the awards reward innovation by marketers “at the cutting-edge of their profession”.
Personalise Clearing
The ‘Match Made in Salford’ app was launched in 2015, aiming to help potential students make informed decisions throughout the clearing process, and to recruit those students to the right course at the University of Salford. The app was designed with a Tinder-style interface, providing personalised course recommendations based on grades achieved, desired subject area and career of interest.
Users swipe right or left when the course appeared and that way they could narrow down their choices and ultimately find the right course to give them the best chance of a great start at a career.
Hannah Burchell, Associate Director of Marketing at the University of Salford said: “Ask a student who’s been through the clearing system and they’ll tell you that it can be a hugely stressful time. Match Made in Salford is designed to help people make informed decisions about where to study, whether they’ve changed their mind, are late to the process, or things have changed while applying. As well as being fun and engaging, it aims to boost student recruitment at the University of Salford.”
Thanks to the campaign, website engagement increased by over 250%, offers made through clearing increased by 28% and registrations for 2015 increased by 13%. Comments on social media were enthusiastic, highlighting student satisfaction and the impact the app and campaign had.
Major impact
The project was conceived and rolled out in partnership with Tuna Fish Media and has also been shortlisted for a Times Higher Leadership and Management Award.
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