Challenge
Retaining students from the point they put a University down as one of their five choices all the way to enrolment can be a challenge.

Various demands, from exams, finance and the pressures of growing up can make the whole application process daunting – often leading to drop-outs. A small percentage improvement in those getting through to enrolment can have a huge social and commercial impact.

Response
This problem is often seen as one of recruitment. However we saw it as one of retention. This simple change of mind-set (seeing the young adult as already belonging to Middlesex rather than as a prospect) allowed the communication of a whole raft of more helpful, genuine and authentic retention activities and to help keep applicants be engaged, supported and wanting to come to Middlesex Uni.

The campaign was created as a toolkit so that all departments could use it. New or underused mediums where also employed, such as direct mail, to create standout and differentiation showing the effort that Middlesex went to when shepherding potential students through to enrolment.

This campaign brought many disparate and fragmented activities under one campaign ensuring that all efforts made were perceived as coherent, creative and compelling.