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Case study

Taking widening participation online

With Keble College, University of Oxford

Given the nature of the widening participation and outreach work, there is an underlying aim to try and engage more with students from under-represented groups. 

Keble College, University of Oxford, wanted a way to connect with exactly these types of students, and so partnered with TAP in Spring 2020 to see what they could achieve.

Keble College, Oxford


In less than 5 months, Keble have engaged with almost 150 prospective students: 84% from state schools with 53% from non-selective state schools

The challenge

Outreach is tough, particularly for a grand institution such as the University of Oxford which can often seem too daunting for a student from an under-represented group or who is a first-generation university applicant.

However, what can really help that process is connecting prospective students to current students who’ve gone through a similar journey to them; students from a similar background that have made it to Oxford to study.

Keble College decided to partner with us to help deepen their connections with a set of highly-targeted students, and allow them to learn more about life as a student there through building peer relationships.

Their TAP Feed went live at the end of April 2020.


Direct conversations

Our Chat feature allowed for authentic conversations between prospective students and ambassadors. These conversations helped ensure prospects could find answers to their questions and make confident decisions about their future.


Safeguarding by design

Our ‘safeguarding by design’ approach to building our platform, with in-built checks and alerts, offered a safe space for conversation and reflected Keble’s passion for safeguarding.


A passion for WP and outreach

We share their passion for widening participation and outreach. One of our co-founders has first-hand experience of working in widening participation to higher education. Work in this area reflects our company mission and it aligned with the goals of Keble College.


In less than 5 months Keble have engaged with almost 150 prospective students, 84% of them being from state schools, with 53% from non-selective state schools.

Looking at the UK students that Keble have engaged with through the platform, 61% of them have fallen within Q1-Q3 of the POLAR4 quintiles, with 23% of them in the first two quintiles of Q1-Q2.

A large majority of prospective students (51%) were from the West Midlands. This is unsurprising as Keble’s link schools are within this region of the UK, showing how well they have promoted TAP to their target learners.

The College has built a strong, diverse team of ambassadors who have consistently engaged in high-quality conversations with prospective students, exchanging over 2000 messages.

Keble exceeded every target they set for themselves in terms of using the platform within the first 3 months alone.

“The platform has been such a success for us. Prospective applicants gain a lot from speaking with current students, and putting them in touch has never been more straightforward.”

Dr. Foteini Dimirouli
Outreach Fellow
Keble College, University of Oxford


Keble has done a fantastic job at engaging their target audience, especially through their brilliant newsletter campaign to link schools (which brought in over half of the prospective students in the first three months alone).

Ambassadors have been excellent at providing not only informative responses, but describing their own personal experiences which have led to really meaningful and valuable conversations for the prospective students, primarily focused on what life at Oxford and Keble is like as well as questions around application advice.

As well as reaching students in the West Midlands, Keble’s Ambassadors have also interacted with prospects from Greater London, the South East, South West, North East, and Wales.

If you’d like to find out more about how we can help you tell prospects what it's really like to be part of your institution, why not book a demo of The Ambassador Platform?

Ready when you are!