Case study
Anglia Ruskin University
A study in best practice
Client
Anglia Ruskin University provides higher education for some 28,000 students from its main campuses at Cambridge and Chelmsford and from its partner
colleges throughout the Eastern region.
Objective
Anglia Ruskin University aims to attract and retain students within a context of significantly changing fee structures, competing effectively with other
higher education institutions and raising awareness of the particular benefits that it can offer.
Strategy and implementation
Upon appointment in 2004, Media Managers conducted a wide-ranging review of the existing media plans.
- Platforms were analysed and new approaches proposed
- Media schedules were revised to leverage exposure to the creative work
- More competitive rates were negotiated, better positions achieved and value-added opportunities more fully exploited
- Radio and TV advertising were introduced, with specific guidance provided on the latest in creative treatment in such media
- Production processes were co-ordinated with third-party suppliers
- Improvements in campaign monitoring and tracking were introduced to monitor ROI more effectively
We also examined a range of creative promotions including cinema screening, text-back mechanisms and more interactive methods of engaging with the various target audiences.
Results
Media Managers’ first year contribution to the University’s media planning, delivered an immediate increase in enquiries. Follow-up research among students indicated that the chosen media performed well. An increased volume of enquiries was achieved in 2004 and sustained across 2005.
