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Campaign Case Study – Uni Analytics
Uni Analytics | Campaign Case Study
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University of Bedfordshire:
Case Study

THE CLIENT:

The University of Bedfordshire is a vibrant, multi-cultural learning community enabling people to transform their lives by participating in excellent, innovative education, scholarship and research.

 

We have over 23,000 students from all over the world, and five campuses across Bedfordshire, Buckinghamshire and Hertfordshire.

THE CHALLENGE:

Campaign objectives were to improve recruitment from a younger audience to compensate for the fall in applicants aged 24+, while also stemming this decrease, and to generate extra places.

AIM OF THE PROJECT:

Build a protective strategy to defend market share – defend current position/protect local market / defend segments where an attack is anticipated.

 

Deliver an attacking strategy to confront competitors and address – confront dominant competitors head-on / enter niche areas where competitors are weaker.

DELIVERED:

The key was to deliver insights into the value of conversion in real-time from both online data, but also merge this with the incredibly valuable conversion information that was not currently available offline.

 

This approach would give us previously unavailable insight into the campaigns, allowing us to allocate resources in the most maximising way.

 

To achieve this, we created a bespoke system of reporting that was made to evaluate and compare campaigns in real time taking both online and offline information into consideration.

 

Through this approach, we were able to deliver campaigns that out-performed expectations and the market in general. Giving greater bang per marketing dollar than any other marketing activity.

 

These campaigns were recognised at the Chartered Institute of Public Relations (CIPR) Gold Award 2017 and the HEIST Award 2017 – Silver Award