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ESS002 - UG Main Cycle 2027 Media Plan (1).xlsx

ClientESSVersion5 StatusApproved
LIDActivityPhasePlatform MediumTargeting Start DateEnd DateSpendDaily SpendWeighting ImpressionsClickseCPCCTR % Leads
31 lines 2 phases 11 platforms 2026-09-162027-11-08£398,169
1Phase 1- January Deadline 2027 2026-09-162027-11-08£366,546 92.1%41,868,199184,159 £1.990.44% 89,354
1.1Google Ads 2026-09-162027-01-13£126,000 31.6%1,097,62471,485 £1.766.51% 66,382
1.01Google Search - Brand Phase 1- January Deadline 2027Google Ads SearchBrand Keywords 2026-09-162027-01-13 £35,000£291.67 8.8% 103,55026,923 £1.30 26.00% 27,542
1.02Google Search - Generic (including AI Max) Phase 1- January Deadline 2027Google Ads SearchGeneric Keywords 2026-09-162027-01-13 £38,000£316.67 9.5% 454,54517,272 £2.20 3.80% 15,285
1.03Google Search - Competitor Phase 1- January Deadline 2027Google Ads SearchCompetitor Keywords 2026-09-162027-01-13 £20,000£166.67 5.0% 222,2226,666 £3.00 3.00% 5,653
1.04Google Search - Subjects/Courses (15) Phase 1- January Deadline 2027Google Ads Search15x Subject Keywords 2026-09-162027-01-13 £33,000£275.00 8.3% 317,30720,624 £1.60 6.50% 17,902
1.2Performance Max 2026-09-212027-01-13£11,266 2.8%113,79210,241 £1.109.00% 6,861
1.05PerformanceMax Phase 1- January Deadline 2027Performance Max DisplayStudents/Parents/Influencers - interests, behavours & audience signals 2026-09-212027-01-13 £11,266£97.96 2.8% 113,79210,241 £1.10 9.00% 6,861
1.3Meta 2026-09-212027-01-13£38,114 9.6%2,405,04920,469 £1.860.85% 4,706
1.06Meta - Students Prospecting (including subject carousel) Phase 1- January Deadline 2027Meta SocialStudents + Mature 2026-09-212027-01-13 £16,914£147.08 4.2% 1,174,5819,396 £1.80 0.80% 2,161
1.07Meta - Students Retargeting Phase 1- January Deadline 2027Meta SocialStudents - RTG & lookalikes 2026-09-212027-01-13 £7,000£60.87 1.8% 409,3563,684 £1.90 0.90% 847
1.08Meta - Parents Prospecting Phase 1- January Deadline 2027Meta SocialParents/Influencers 2026-09-212027-01-13 £8,000£69.57 2.0% 467,8364,210 £1.90 0.90% 968
1.09Meta - Parents Retargeting Phase 1- January Deadline 2027Meta SocialParents/Influencers - RTG & lookalikes 2026-09-212027-01-13 £6,200£53.91 1.6% 353,2763,179 £1.95 0.90% 730
1.4TikTok 2026-10-052027-01-13£22,200 5.6%4,177,13330,463 £0.730.73% 4,751
1.10TikTok - Search Phase 1- January Deadline 2027TikTok SocialSearch results page based on keywords: Education, University of Essex, undergraduate, university, UCAS application etc 2026-10-192027-01-13 £8,200£94.25 2.1% 1,584,5417,130 £1.15 0.45% 1,112
1.11TikTok - In-Feed (including Spark ads) Phase 1- January Deadline 2027TikTok SocialEducation interests, demo targeting: 18-24 year olds 2026-10-052027-01-13 £14,000£138.61 3.5% 2,592,59223,333 £0.60 0.90% 3,639
1.5Snapchat 2026-10-192027-01-13£8,600 2.2%2,866,66614,333 £0.600.50% 1,519
1.12Snapchat Phase 1- January Deadline 2027Snapchat SocialEducation interests, demo targeting: 18-24 year olds 2026-10-192027-01-13 £8,600£98.85 2.2% 2,866,66614,333 £0.60 0.50% 1,519
1.6DemandGen 2026-09-232027-01-13£9,000 2.3%937,4997,499 £1.200.80% 1,349
1.13YouTube via DemandGen Phase 1- January Deadline 2027DemandGen DisplayEducation interests, demo targeting: 18-24 year olds 2026-09-232027-01-13 £9,000£79.65 2.3% 937,4997,499 £1.20 0.80% 1,349
1.7DV360 2026-09-212027-01-13£7,000 1.8%9,333,33323,333 £0.300.25% 2,403
1.14DV360 - including PMPs Phase 1- January Deadline 2027DV360 DisplayStudent audience segments - demographic & contextual Test and learning with various private marketplace publishers with a contextual relevance to Year 13's and mature audiences 2026-09-212027-01-13 £7,000£60.87 1.8% 9,333,33323,333 £0.30 0.25% 2,403
1.8Third Party 2026-09-212027-01-13£19,000 4.8%2,216,5296,218 £3.060.28% 1,364
1.15Fonemedia - Push notifications - NOT LAUNCHING - Holding budget for now, potentially push into OOH Phase 1- January Deadline 2027Third Party FonemediaDelivering messages direct to lock screens for immediate, wide-reaching local awareness. Geotargeted around the University of Essex campuses at Colchester and Loughton, plus wider catchment across the East of England, Greater London and the South East and feeder schools 2026-09-212027-01-13 £4,000£34.78 1.0% 1,333,3333,999 £1.00 0.30% 621
1.19UCAS - Social Retargeting (Meta) Phase 1- January Deadline 2027Third Party UCASUtilising PAD and REG 2027 data to reach prospective students UK wide & subject specific across Meta, TikTok, Snapchat and Google Display Network 2026-09-252026-10-12 £4,500£250.00 1.1% 82,568899 £5.01 1.09% 300
1.20UCAS - Content Pages Phase 1- January Deadline 2027Third Party UCASAs students continue to navigate UCAS.com they will also browse through the content pages to discover further information. 2026-09-252026-10-12 £2,750£152.78 0.7% 150,064285 £9.65 0.19% 95
1.21UCAS - UG 2027 Hub Phase 1- January Deadline 2027Third Party UCASThe UCAS Hub is the logged in area for our pre-applicants and applicants - this feeds directly into their application once the student has registered with UCAS and can be subject-targeted to increase brand awareness in your chosen subject or geographical area. 2026-09-252026-11-06 £2,750£63.95 0.7% 150,064285 £9.65 0.19% 95
1.22UniCompare - Audience Display Retargeting Phase 1- January Deadline 2027Third Party UniCompareReach students who visited the Uni Compare platform, searched for Essex/competitor institution, courses, open days etc but might not have completed a conversion. We will retarget the students when they are browsing the web. Retargeting ads offer a high return on investment as we will be showing the ads to students who are already interested in applying to university and viewed your or competitors profile, courses, open days etc 2026-09-212027-01-13 £5,000£43.48 1.3% 500,500750 £6.67 0.15% 251
1.9ITVHub 2026-10-122027-11-08£19,250 4.8%390,624117 £164.530.03% 19
1.16ITV Ad Pause Phase 1- January Deadline 2027ITVHub VODGen Z Entertainment Shows (Anglia & Meridian) 2026-10-122027-11-08 £18,750£47.71 4.7% 390,624117 £160.26 0.03% 19
1.17ITV Ad Pause - Clearcast Approval Phase 1- January Deadline 2027ITVHub VODNA 2026-10-122026-09-07 £500£0.00 0.1% 00
1.10All4 2026-10-192027-01-04£20,000 5.0%463,7681 £20,000.000.00% 0
1.18Channel 4 VOD (30s) Phase 1- January Deadline 2027All4 VODAdults 18-24 and 40-55 parents Genre: Ents/Comedy/Young & Experimental Locations: Essex, London, Suffolk, Norfolk, Kent 2026-10-192027-01-04 £19,488£249.85 4.9% 463,7680 0.00%
1.25Channel 4 subtitling Phase 1- January Deadline 2027All4 VODNA 2026-10-192027-01-04 £512£6.56 0.1% 01 £512.00
1.11OOH 2026-09-212027-01-13£86,117 21.6%17,866,1820 0.00% 0
1.23OOH - see OOH tab Phase 1- January Deadline 2027OOH OutdoorSee OOH tab 2026-09-212027-01-13 £80,117£696.67 20.1% 17,866,1820 0.00%
1.24OOH - Additional Jazzy spend for Kent / Midlands (Now JCD/Global) Phase 1- January Deadline 2027OOH OutdoorTBC 2026-09-212027-01-13 £6,000£52.17 1.5% 00
2Phase 2 - UCAS Extra & Conversion Nurturing 2027-02-222027-05-04£31,623 7.9%2,193,12417,516 £1.810.80% 8,177
2.1Google Ads 2027-02-222027-05-04£11,000 2.8%100,4595,998 £1.835.97% 5,108
2.01UCAS Extra - Search - Brand Phase 2 - UCAS Extra & Conversion NurturingGoogle Ads SearchBrand Keywords 2027-02-222027-05-04 £3,000£41.67 0.8% 6,9441,666 £1.80 23.99% 1,541
2.02UCAS Extra - Search - Generic Phase 2 - UCAS Extra & Conversion NurturingGoogle Ads SearchGeneric Keywords 2027-02-222027-05-04 £4,000£55.56 1.0% 50,5051,666 £2.40 3.30% 1,408
2.03UCAS Extra - Google Search - T1 Subject (5x) Phase 2 - UCAS Extra & Conversion NurturingGoogle Ads Search5x Subject Keywords 2027-02-222027-05-04 £4,000£55.56 1.0% 43,0102,666 £1.50 6.20% 2,159
2.2Meta 2027-02-222027-05-04£6,000 1.5%270,2701,621 £3.700.60% 405
2.04Conversion Nurturing - Meta - Retargeting applicants (including subject carousel) Phase 2 - UCAS Extra & Conversion NurturingMeta SocialUtilising University of Essex first party data to reach applicants/offer holders, to keep them warm between applying and enrolling 2027-02-222027-05-04 £6,000£83.33 1.5% 270,2701,621 £3.70 0.60% 405
2.3TikTok 2027-02-222027-05-04£7,000 1.8%869,5656,086 £1.150.70% 1,521
2.05Conversion Nurturing - TikTok - Retargeting applicants Phase 2 - UCAS Extra & Conversion NurturingTikTok SocialUtilising University of Essex first party data to reach applicants/offer holders, to keep them warm between applying and enrolling 2027-02-222027-05-04 £7,000£97.22 1.8% 869,5656,086 £1.15 0.70% 1,521
2.4DemandGen 2027-02-222027-05-04£7,623 1.9%952,8303,811 £2.000.40% 1,143
2.06Conversion Nurturing - DemandGen - Retargeting applicants Phase 2 - UCAS Extra & Conversion NurturingDemandGen DisplayUtilising University of Essex first party data to reach applicants/offer holders, to keep them warm between applying and enrolling 2027-02-222027-05-04 £7,623£105.87 1.9% 952,8303,811 £2.00 0.40% 1,143
Plan totals 2026-09-162027-11-08£398,169 100.0%44,061,323201,675 £1.970.46% 97,531

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PhaseBudgetWeight %Flight startFlight end
Phase 1- January Deadline 2027£366,54692.06% 2026-09-162027-11-08
Phase 2 - UCAS Extra & Conversion Nurturing£31,6237.94% 2027-02-222027-05-04