RNN Group wanted to improve Open Day performance across three colleges. Registrations had been steady in previous years, but attendance often dropped between the point of signing up and the event itself. We took over the account and introduced a clearer, shared approach to paid media that connected interest, registration and turnout.

Challenge
Each college had its own audience, message and local context. Previous campaigns treated them as one. This meant the strongest messages and formats were not always used where they would have the most impact. The main challenge was to build a consistent system across the group while still reflecting what made each college distinct. We also needed to shorten the gap between someone seeing an ad and deciding to attend, especially in the final week before each Open Day.

Approach
We began by reviewing how people were moving from the first ad click to the booking page and then to the event. We saw that interest was not the barrier. The issue was follow through. This shaped the full campaign.

We ran Meta and Google activity together so we could reach new audiences and stay present throughout the decision stage. Creative included video, photography and simple animated formats so we could test not just what people responded to, but where they paid attention.

Messaging changed as event dates drew closer. Early ads spoke to choice and curiosity. Closer to the event, we shifted towards certainty and planning. This helped move people from general interest into action.

We watched sign-up data daily. When a certain format or message drove registrations, we increased spend there rather than spreading the budget evenly. We also responded to lower performers quickly, removing them so spend only supported what contributed to attendance.

Retargeting was key. Once someone signed up, they continued to see short reminders in the lead up to the event. This helped reduce the usual drop-off and kept the event front of mind without overwhelming people.

The campaign stayed active, reviewed and adjusted throughout. It was shaped by what was happening that week, not what had been planned months in advance.

Results
North Notts College saw attendance more than double, with a 110% increase compared to the previous Open Days.
Dearne Valley College saw attendance rise by 38%.
Rotherham College saw the strongest shift, with attendance increasing by 170%

Across the group, the gap between registering and attending reduced sharply. People followed through. The campaign didn’t just drive interest. It brought people through the door.

Impact
The campaign gave RNN Group a repeatable approach for future events. It introduced clearer consistency in how each college communicates, without removing individual identity. The work also provided confidence in making quicker adjustments to live campaigns, guided by real performance rather than assumption.

This now forms the foundation for how the group plans recruitment activity each term.