Open Day Campaign

Working with Aston University and our tech partner Blings, we enabled Aston to become the first university in Europe to embrace and seamlessly integrate a new smart MP5 video technology into their CRM.

Brief

Together we piloted a new technology to increase bookings and transform the way universities communicate with students about Open Days. We set out to create a sector-leading experience that was more personal, interactive and engaging to connect with thousands of prospective undergraduate students.

Solution

We harnessed a new smart MP5 video technology to engage with students in a very different way. After all, students increasingly expect brands to connect with them through a video-first approach rather than flat text and imagery.

This interactive tech enabled us to create one video that was then personalised to individuals using Aston’s CRM data. The videos contained the student’s name, a real-time countdown to the Open Day, and a dynamic greeting that changed the welcome message to match the time of day the video was watched.

After establishing the content flow, we wrote and designed the video, re-mixing existing imagery and creating everything in the brand style. The Open Day on November 15, 2025, was promoted by two emails with separate personalised videos that had clickable links throughout, so students could discover more. Aston’s in-house team added the content to their existing email template and sent them out via their own CRM, avoiding any GDPR data-handing issues.

Email one

Sent to all students on Aston’s CRM system 12 days before. This video showed students what they could do on the day and gave them many good reasons to choose Aston and register for the Open Day.

Email two

Sent to everyone who had registered for the Open Day 3 days before. This video focused on top tips, getting to the Open Day and how to pick up a free coffee. The CTA buttons linked to the landing page and downloadable Open Day guide.

Results

Despite targeting students only a few days before the Open Day, the emails exceeded all expectations:

• 12.5% click-to-open rate – market average 2% to 4.4%.
• 49.5% open rate v market average of 20.42% – 43.98%.
• 21 bookings overnight. This mini flurry was a great boost when you consider this was the third autumn Open Day and the audience had already been exposed to previous Aston Open Day comms.
• Data captured from 12 students who gave their reasons why they couldn’t attend the Open Day, so follow up emails could be sent.
• Average watch time of 45 seconds – almost the full length of the video.

“As soon as we were introduced to this opportunity, we seized the moment and created both videos in a month. Just in time to test and send out to potential students ahead of our final autumn Open Day. We were surprised how easy this was to implement despite challenges with our CRM. This innovative sector-first pilot project was loved by everyone in the team and opened our eyes to new possibilities.”

Emma Tronson, Deputy Director Student Recruitment Marketing