• Advertising and Sponsorship
• Data Insight
• Direct Mail
• Email Marketing
• Event Marketing
• Partner Programmes
• Publications Services
• Information Services
• Clearing

Case Studies

The power of pre-applicant data

Client: The National Blood Service

Using the UCAS pre-applicant database of young people entering Year 12 who may go on to apply for university or college, the National Blood Service sent direct mail packs to 100,000 individuals close to their 17th birthday under the strap line: ‘We Want Your Blood’.

The National Blood Service achieved a response rate of 7.5%, of which half (50%) went on to donate blood. This response rate was 700% above the target set for the campaign. The campaign won a coveted Gold for best consumer DM campaign in the DMA Awards in December 2004, beating 51 other organisations to the title.

Graham Brown, Assistant Direct Marketing Manager for the National Blood Service, said:

"Our aim was to make 17 year-olds feel adult and empower them to go and deal with an adult issue. As a group, they are generally not targeted by DM campaigns; a fact that we use to our advantage. We use a number of other data sources to reach 17 year-olds, but the response rate we’ve achieved using the UCAS Pre-Applicant Data has been impressive."

---