We smashed it (clearing that is, not a pumpkin)

We’ve been recruiting students through clearing for many years, providing an essential service to students looking to be accepted on to an undergraduate course.  It’s an opportunity for students who are just considering university and haven't applied in main cycle, those who have not been accepted on to their chosen course and those wanting to change their decision.  But with the increasing marketisation of HE we have faced growing competition from other universities in clearing; some entering for the first time.  So this has caused us some nervousness in believing we could achieve our objectives.

However, we prepare well, draw on past performance to determine our objectives and targets and, given the changes in the external environment in which we operate, we give a significant focus to competitor response.  This year we deliberately set ourselves some challenging targets and went all out to achieve them.

Recently our bloggers have made comparisons with running and cycling challenges, so now it’s my turn and as I’m an obsessive dancer the comparison is ballroom!  

I recently attended the 64th International Ballroom Championships at the Royal Albert hall.  It's a fantastic spectacle but really hard for a spectator to judge the dancers as the pairs seem to be offering something very similar, in a confined space for a short time span (one tune) – but eventually they are knocked out and whittled down to the final six.  The dancers move around the ballroom with skill, speed and fluidity, but bump they do - politely apologise and dance on. 

Clearing feels like this - meticulously choreographed, staged, rehearsed and performed - highly competitive but in a sector that is respectful and for the most part plays within the rules, for a very finite period of time in a crowded market place. It's a performance where we are trying to outdo each other with our visual spectacle; we compete hard for the best space in front of the judges (students) and capture their attention.  

So what can I say - we definitely reached the final.  We know we smashed it (thanks Pete for this inspired phrase) in terms of the targets we set ourselves - web hits, phone calls, offers and accepts.  We know the campaign was successful because we have evidence of a strong positive correlation between campaign channels and web goals, phone calls and live chat.

But the best part of this achievement is that our success is infectious - it enthuses and inspires us to achieve more.  The language we are using is positive and uplifting ‘smashed it’ – it’s no wonder competitors go on to multiple success.  Roll on clearing 2017 – we’ll be ready for you.