2021 Accommodation inventory - UCAS Media
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CLEARING 2021 Accommodation inventory
CLEARING 2021
Fill beds with confidence
There is no doubt the 2020 cycle was
extremely challenging – and for many
of us we had to completely rewrite
our existing marketing strategies,
particularly when it came to filling
accommodation spaces.
We are aware that the 2021 cycle may present similar
challenges, and anticipate that your needs may
potentially change by Confirmation & Clearing 2021.
We did, however, see a spike in demand last cycle, so we
recommend that you secure your activity in good time,
as inventory is limited.
Should you need to make changes to your existing plan,
we offer the opportunity to review your Clearing activity
before the campaign goes live*.
82,915 STUDENTS WERE
PLACED IN CLEARING IN 2020
*31 May – 4 June
396,355 APPLICANTS WERE PLACED
VIA THEIR FIRM CHOICE UCAS Media can reach students at each key stage
of the cycle
Key audiences during Confirmation & Clearing
UCAS is right at the heart of every applicant’s journey – and due to the
nature of our role in the sector, we have access to each student’s applicant
status including:
> Unconditional & conditional firm offers (pre-results)
> Insurance offers (pre-results)
> Normal placed (placed at firm or insurance choice)
> Clearing placed
Our ability to drill down to the fine detail enables you to tailor
your messaging to every student and strengthen your proposition – and
most importantly, you can do this in a timely fashion since we work from
a live database.
Recommended channels for engaging students
With so much reliance on digital this year, it has never been more essential to
run a multi-channel campaign to ensure you are engaging not only at the right
time, with the right proposition – but also, the best channel to capture and
captivate the audience with your message.
> Bespoke email
> Track display ads
> Paid media
> Email and display retargeting
> UCAS Accommodation Search (new to 2021 cycle)
> Direct mail
CREATE YOUR MULTI CHANNEL MARKETING PLAN Enable students to convert on whatever medium they are most comfortable with, and when they are ready.
CLEARING 2021
Understanding Clearing
Clearing 2020 saw record Key trends to watch Clearing acceptances remain at their strongest for
acceptance numbers with over the younger age group, but for direct to Clearing
82,915 students using the service 38,235 students used UCAS’ new online self-release acceptances it’s the mature students (21 and over)
to secure a place – up 13% on last option, up 36% on last year, with 99% of those who who made up 52% of 2020 acceptances – a slight
year, which was also a record year! reapplied successfully placed through Clearing. 61% of increase year on year. Last cycle, the number was
Trends continue to change for students placed using self-release were accepted onto 12,760, which is the highest it has ever been.
Clearing and 2020 was no different. a course they hadn’t previously applied to – this means Ensuring your message resonates with their needs
Understanding the optimum that it’s all to play for during Clearing, even for those is critical for conversion.
time to run your campaign, and who haven’t previously engaged with you.
300,000
the segmentation you need for
maximum impact continues to Direct to Clearing acceptances increased by 26% in 17 and under
200,000
make all the difference with success, 2020, with around 86% of those applying through 18
but there are now other trends this route finding a place. The applicant group are in 100,000
19
to watch – make-up of the demand, so it’s important to consider them in your 20
audience, and their behaviours marketing plans. 0 21 and over
when applying. Students
The trend in Clearing acceptances has followed a
similar pattern to previous years with the majority of
places being confirmed in the first few days after A
level results day, but a significant number are still being
placed two weeks later.
2013 2017
25,000 2014 2018
20,000 2015 2019
15,000 2016 2020
10,000
5,000
0
0 1 4 5 6 7 8 12 13 14 15
Clearing acceptances by day, after results day
CLEARING 2021 Understanding Clearing Number of applicants in Clearing by region Number of applicants in Clearing by gender > North East – 2,115 > North West – 7,250 > Yorkshire and The Humber – 5,255 > East Midlands – 4,690 > West Midlands – 7,085 > East of England – 6,210 > Greater London – 19,665 MALE FEMALE > South East – 10,060 217,250 298,400 > South West – 4,830 > Northern Ireland – 1,535 > Scotland – 2,975 > Wales – 2,585 > Other EU – 3,080 > Non EU – 5,480
CLEARING 2021
Understanding Clearing
Regions where applicants come from to where they study Top 10 cities for Clearing accepts for applicants
not wanting to live at home
Region Clearing acceptances domiciled in this region* Clearing applicants placed in this region*
East Midlands 4,685 7,530
East of England 6,260 4,130
London 19,700 18,010
North East 2,115 3,270
North West 7,260 8,710
Northern Ireland 1,535 1,210 6. Leeds
Scotland 2,975 4,175 9. Sheffield
South East 10,070 10,700 3. Nottingham
1. Manchester
South West 4,840 6,015 5. Leicester
Wales 2,585 4,425 7. Birmingham
West Midlands 7,090 7,340
Yorkshire and The Humber 5,245 7,400 8. Cardiff
10. Bristol
Europe 3,495 2. East London
4. West central London
Overseas 5,045
Unknown 20
*Main scheme Clearing + Direct to Clearing
Become part of a holistic journey for students
UCAS ACCOMMODATION UCAS is a trusted brand and important source of information and advice for students
and parents.
Search As such, we entered into the accommodation market to extend our support to
students and to help them make informed choices by showing the options available
to them.
Many students may have an idea of where they would like to live by the time they get
their A level results – great for those lucky enough to get placed at their firm choice.
However, this also allows you the opportunity to engage with students placed at their
insurance choice or through Clearing who have yet to have their accommodation
86% OF STUDENTS SAID THAT IF sorted...
THERE WAS A SINGLE WEBSITE THAT Opportunities
LISTED BOTH UNIVERSITY AND PRIVATE
> Property listings
ACCOMMODATION THEY WOULD USE IT
> Onsite Display (home, city results, content pages)
> Offsite retargeting
> Sponsored content
Prices are based on the location, using rental values per city. The cost is per building -
and for the advertised listing fee, accommodation providers can promote any rooms
they have available within that building.
Rooms in other buildings will incur an additional listing fee, which will be dependent
on the location of the accommodation.
City category Locations Cost
London (all universities)
A £1,500
Guildford, Kingston
Aberdeen, Bath, Bedford, Bournemouth, Brighton, Bristol,
NEW FOR B Cambridge, Coventry, Derby, Dundee, Edinburgh, Egham,
Exeter, Glasgow, Hatfield, Luton, Norwich, Oxford, Plymouth, £1,000
2021 CYCLE Portsmouth, Reading, Southampton, Winchester
C All other locations £800
EMAIL PROMOTION
Relevant and engaging emails, segmented to reach students
within the catchment area of your accommodation.
We have 10 email slots per day starting from A level results day. We also provide a
location exclusivity period to minimise the number of emails a student receives, to
ensure your campaign is effective.
Date of send Min spend cost per name estimated volume
Tuesday 10 August £8,000 £1.30 6,154
(A level results day)
Wednesday 11 August £5,000 £1.00 5,000
Thursday 12 August £5,000 £1.00 5,000
Friday 13 August £5,000 £1.00 5,000
Saturday 14 August £4,000 £1.00 4,000
Sunday 15 August £4,000 £1.00 4,000
Tuesday 17 August £4,000 £1.00 4,000
Wednesday 18 August £3,000 £1.00 3,000
Thursday 19 August £3,000 £1.00 3,000
Friday 20 August £3,000 £1.00 3,000
Monday 23 August £2,000 £1.00 2,000
Tuesday 24 August £2,000 £1.00 2,000
57.8% OPEN RATE ON Wednesday 25 August £2,000 £1.00 2,000
ACCOMMODATION EMAILS ON Thursday 26 August £2,000 £1.00 2,000
A LEVEL RESULTS DAY 2020
Friday 27 August £2,000 £1.00 1,250
TRACK ADS
A unique opportunity for you to offer your accommodation
options at the point a student receives confirmation
of their place.
At the very heart of the application process, your advert is visible to students placed at
a university near your accommodation.
> Maximum of 2 providers per location.
> Your advert will run from 1 August to 30 September.
City category Locations Cost
10.3 MILLION TOTAL IMPRESSIONS A London (all universities) £10,000
PLACED ACROSS TRACK DURING Aberdeen, Bath, Bedford, Bournemouth,
Brighton, Bristol, Cambridge, Coventry,
AUGUST AND SEPTEMBER 2020 B Derby, Dundee, Edinburgh, Egham, Exeter, £6,000
Glasgow, Hatfield, Kingston, Luton, Norwich,
Oxford, Plymouth, Portsmouth, Reading,
Southampton, Winchester
C All other locations £4,000
0.28% AVERAGE
CLICK THROUGH
2020 performancePAID MEDIA Extend your engagement with data-led
search and social.
Underpinning the best marketing campaigns, you need
high-quality data.
Our paid media service includes access to UCAS applicant data,
custom segmentation to deliver the optimal data for your campaign,
a bespoke planning session with our digital experts and full campaign
support and delivery.
Proven to convert well for accommodation providers both
as a standalone campaign and in conjunction with other
marketing channels.
The highlights
> Our verified applicant data drives your campaigns, so you can reach
the audience you need to convert.
> Campaign analysis enables you to understand the full impact of
your campaign.
> Optimising channels we know applicants are using.
Please contact your Account Manager to discuss audience size and
budget for your location(s).PAID MEDIA
Retargeting
Make your emails and other digital channels work harder for you
by retargeting your audience with tailored messaging based on
their interactions.
We know people react to different content in different ways, so retargeting helps to
reengage your audience with your chosen message at the right time – increasing your
engagement and conversions.
Please contact your Account Manager to discuss audience size and budget
for your location(s).
Example:
Student does not Give them a compelling
open email/click reason to act/stronger
on advert call to action
Student clicks
Personalise to them:
through to your
Student receives What were they
website but does
email/views your ad interested in? Do they
not take any
need more information?
further action
Student clicks
through to your Remove student from
website and books retargeting data
your accommodationDIRECT MAIL Isn’t direct mail outdated? … whilst other channels may have overtaken direct mail in recent years, this still proves to be a great way to reach your audience, grab their attention, and connect with them on a personal level. Within the past year, we have seen budgets shift from channels like outdoor and events and reinvested into digital, so here’s your opportunity to avoid any digital fatigue and capture the attention of your target audience. You can not only engage students in their home but their parents too (a key influencer). The opportunity: > A rrives in a UCAS branded envelope > Y ou have an insert and cover letter > O nly goes to students matching your criteria who have been placed Costs: Data £0.80p per name Postage and fulfilment Subject to requirements
GET ON BOARD
Next steps couldn’t be easier. Simply contact your Account Manager to
discuss your requirements.
They will build a suitable plan to give you maximum opportunity to reach full occupancy for September intake.
By working with us you are also supporting future students as UCAS Media gift aid all profits to UCAS, the charity.
We look forward to supporting you too.
Caroline Cowdrey Stephen Cleal
Senior Account Account Manager
Manager
s.cleal@ucas.ac.uk
c.cowdrey@ucas.ac.uk
Bethany Lynch Lydia Rosato
Account Manager Account Manager
b.lynch@ucas.ac.uk l.rosato@ucas.ac.uk
In the event of any date changes due to COVID-19, we will ensure to adapt all bookings appropriately
and let you know these changes as soon as we can. All dates are correct at the time of publishing.UCAS Media
Rosehill
New Barn Lane
Cheltenham
GL52 3LZ
01242 544 881
accomodation@ucas.ac.uk
@UCASMedia
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