The University of Leicester aimed to amplify its global recognition and establish itself as a thought leader in public policy debates. Their vision took shape in the form of Leicester Exchanges, a series of high-profile events that we facilitated.
The mission was clear: engage with government officials, influencers, and the public, positioning the university as a frontrunner in social policy discussions.
We embarked on an integrated brand awareness campaign, meticulously tailored to diverse audience segments. The strategy was to create a buzz offline, utilising local, regional, and national media. To maximise impact, this was complemented by a robust online presence, featuring targeted advertising and active social media engagement.
Despite budget constraints, the team strategically allocated resources to media channels with extensive reach and long-lasting influence. National and regional press, Out of Home (OOH), and radio broadcasts became the canvas for the campaign. The ‘burst’ approach, deploying high-frequency campaigns over a concentrated period, magnified the impact, fostering an emotional connection and enabling widespread discovery of the issues at hand.
Each creative execution included a clear call to action, guiding the audience to platforms where they could voice their opinions and actively participate.
Leicester Exchanges not only achieved full event attendance but also exceeded all expectations in online engagement. The prison reform event, one of the highlights, drove remarkable outcomes: over 100,000 website visits, 22,000 additional social media followers, an average engagement of 500+ per social media post, 526 user-generated comments, and 257 retweets. The success of Leicester Exchanges enhanced the global recognition of the University of Leicester and the initiative provided a platform for voices to be heard, opinions to be shared, and ideas to flourish.
In a testament to its effectiveness, Leicester Exchanges received prestigious accolades. In its inaugural year, the initiative was honoured with two Heist Gold Awards – Best Strategic Campaign and Best Corporate Campaign.