With guest panellist Liz Lawrence, Marketing Communications Manager, Durham University Business School
Building brand awareness and reputation: in a competitive business school landscape, how do you leverage the distinctive strengths of your institution to build your reputation amongst your key audiences? And with so many communications options, how do you ensure your content reaches the right people at the right time?
An audit of the school’s alumni communications and engagement levels identified areas for improvement. Recommendations on content planning guidelines, communications style and tone, and preferred channels incorporated findings from primary research.
Analysis of multi-year marketing performance assessed impact of budget reduction on future year student recruitment. Short-term budget gains shown to detrimentally impact market visibility and long-term lead generation.
Thinking creatively to design an OOH campaign to reach busy working professionals in the CBD to perk up additional interest in the part time MBA… through coffee cups
International multi-channel campaign targeting Middle East and Asian regions delivers increased volume of traffic at cost effective level. Over 40% increase in quality leads generated YoY for UG, PG and research programmes.
Integrated cross-channel campaign in German domestic market drives higher re-engagement with school webpage and increased recruitment event registrations. 32% increase in MiM applications YoY enables increase in cohort size.