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Birkbeck, University of London: Problem Solving Through Insight

An integrated strategy based on audience insight that pushes the boundaries and keeps us at the forefront of the media and digital landscape.

Lynn Grimes

Director of Marketing & External Relations

The Start

Birkbeck were looking for a trusted partner to work closely with them across all aspects of the communication landscape and transform campaign effectiveness.

We began by researching and providing insight into their market, competition and audience through establishing needs, motivations and barriers that would radically change the shape of Birkbeck’s progressive campaigning.

The Middle

Key research outputs that informed this included a detailed audience persona project to identify trends and balance brand and activation media; open day mystery shopping; owned platform performance reviews along with an HE listings and portal review.

This ensured we could plot the desired student journey and help shape and adapt campaign flighting, channel strategies and creative messaging on an ongoing basis.

The End

Our media strategy incorporated integrated multi-channel media, combining channels that can achieve both brand building and response activation, striking the perfect balance to ensure short-term activation goals were also supported by longer-term brand building.

We utilised clever out of home content strategies to land the proposition, built pertinence using multiple formats across social media channels and attracted response with a carefully planned display and social remarketing strategy underpinned with paid search and real-time data analysis.

The Results

The campaign has continued to show impressive results across the board with activity continually outperforming sector averages.

As a snapshot, within one week of activity, we generated 141 conversions, at a conversion rate of 7.73% and which included 17 PG Apply clicks, 5 UCAS clicks and 11 UG apps. The big picture is that BBK is currently 21% up year-on-year on applications across their UG and PG portfolio – against a sector that is in decline, especially in London.

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