CASE STUDY: Growing Engagement
Dr Neil Pyper, Associate Head of School (Enterprise and Commercial)
Prince2® is a highly regarded project management qualification and considered a pre-requisite to entering let alone winning large scale tenders. For instance in IT, infrastructure or engineering projects. As an accredited Prince2® training provider Coventry University had significant success in delivering it to internal and existing external contacts.
The requirement: Coventry University has a commitment to industry engagement. There was also a financial imperative to generate income from the accreditation. Consequently Glued were charged with increasing awareness for Coventry University’s capability in the field, generating leads and ultimately course bookings.
The outputs: Glued created a series of campaign themes to position Coventry University as a highly credible and well intentioned provider of Prince2 Training. these were applied across email marketing, social media messaging and social media advertising using LinkedIn and Twitter.
The results: Whilst the email campaign had to cope with the introduction of GDPR regulation during the campaign absolute click through rates held up well and open rates were above the nearest industry averages. Coventry University experienced an increase in bookings overall and a significant shift from bookings from known sources to
bookings from new sources.