Lincoln College 

The Challenge

Lincoln College has a long-standing relationship with radio to promote its open days. It’s a platform that works well for them, and one they were already committed to continuing into 2026.

When we spoke to them, the question wasn’t about replacing what they already did, it was more about whether there was room to add something smarter alongside it. Especially when trying to reach younger audiences and, just as importantly, their parents.

Our Thinking

We saw a clear opportunity to complement radio with Spotify. A platform that allows for more precise targeting, particularly around age, interests and listening behaviour, and one that fits naturally into how prospective students consume media.

We proposed a trial campaign to support two University Centre open days, one in November and one in January. The idea was simple, let radio keep doing what it does best, and layer Spotify on top to sharpen the focus and drive action.

The Approach

The plan centred around two bursts of activity, each running for four weeks ahead of the relevant open day.

Spotify targeting focused on prospective students alongside parents, ensuring the message reached both decision-makers in the household. Audio messaging reinforced the open day dates and encouraged listeners to click through for more information, adding a measurable, performance-led layer to the campaign.

Early Results

The first burst delivered strong results, with a notably high click-through rate, giving the client confidence that Spotify was adding real value alongside their existing radio activity.

The second campaign has just gone live, but the early success of the trial has already demonstrated the benefit of broadening the media mix without losing what already works.

The Outcome

A confident step into a new channel, backed by clear performance indicators and delivered in a way that felt considered rather than disruptive. A great example of evolving a trusted strategy, not replacing it. And, importantly, another very happy client.

For details on all courses in Lincoln, go to www.lincolncollege.ac.uk

For help with on all forms of advertising, contact us today