Case Study

University of Brighton Case Study

Case Study Summary

How using a defined social media strategy to engage key influencers in quality conversations helped to launch a new course on a very low budget.

The Brief

The University of Brighton's social marketing unit wanted a targeted, short-term marketing communications campaign to raise awareness of its recently launched Postgraduate Certificate in social marketing and the offer of assisted places through a sponsorship deal with a local consultancy.

The Challenge

The unique element of this activity was the tight timescale and limited budget. There were also a large number of stakeholders involved including the course director and external lecturers, Brighton Business School and university marketing teams, the university's business liaison managers and alumni staff. In addition, we needed to work closely with the sponsors.

How Preview Helped

The first step was an audit of existing marketing collateral and key messages about the course. As well as rewriting marketing copy to attract key target audiences - for instance Brighton Business School website pages and main course pages - we also identified new opportunities where the course could be promoted on the university's and its partners' websites.

We then began a stakeholder audit to identify opportunities for an email marketing programme to relevant contacts of Brighton Business School and the sponsoring business.

The focus was on starting quality conversations with key influencers within the market to encourage them to communicate with individuals in their organisations and networks. As well as managing the telephone outreach programme, we provided a range of collateral and copy to help them do this including press releases for newsletters, copy for websites and notice boards and email copy. We also selected recipients and created copy for a Brighton Business School alumni email marketing campaign.

The next step was to broaden our focus to associated groups, forums and networks. Once again, we focused on digital communications for speed and cost. During this stage we used PR to create relevant news stories for a wide range of newsletters and magazines. We also helped the course director join and contribute to a number of relevant social marketing forums and blogs. We also distributed content on Twitter and Linked In.

In the course of the campaign we carried out some rudimentary keyword research and posted the press release on line. This research was fed back to the course director who was looking at the viability of a longer-term search engine optimisation programme.

Outcome

The April course ran at full capacity and there were a large number of expressions of interest for the September course. In addition, because we monitored all of our digital communications, we were able to advise where to focus future marketing efforts. The positive buzz around the university and the new course also helped to reinforce its position as a key player in the field of social marketing and raise awareness of the link with the sponsors.

University of Brighton

University of Brighton

University of Brighton

University of Brighton