Case study

Middlesex University

Client

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Middlesex University

Middlesex University is a public research university in Hendon, North- West London. With over 19,000 students in London and over 37,000 globally, Middlesex University is ranked within the top 100 UK universities. The university has student exchange links with over 100 universities in 22 countries across Europe, the United States and the rest of the world.


Case Study


Middlesex University ‘Made for More’ Ethnic Marketing Campaign

Date

January 2017 – August 2017
 
Objective

  • Increase brand awareness of Middlesex University among three communities within London – Polish, Spanish and Nigerian communities
  • Drive traffic to a dedicated website and ultimately sign-ups to Middlesex University’s June Open Day
  • The main purpose of the campaign was to drive enquiries and application from these London based communities to Middlesex University for the September 2017 intake

Mechanics

Polish

  • 4-5 weeks’ worth of advertising in Cooltura, Goniec Polski, Anonse and News PL
  • 4 weeks’ worth of radio advertising on Polish Radio London (weekends only)
  • Online banner on 3 different Polish portals
  • Advertorials and editorials
  • E-Mail campaign to 100,000 users of Londynek.net
  • Merchandising across 100 Polish retailers (leaflets and posters) – W, NW, N, SW, E, UB Postcodes

Spanish

  • 4 weeks’ worth of advertising in El Iberico and Express News UK
  • Online banner
  • Advertorial and editorial content 11 College Place
  • Merchandising across 50 Spanish retailers (leaflets and posters) – NW, N, W, SW, TW, E Postcodes

Nigerian

  • 4 weeks’ worth of advertising in Nigerian Watch
  • Online banner
  • Advertorial and editorial content
  • Merchandising across 50 Nigerian retailers (leaflets and posters) – SE, E, IG, DA Postcodes

    Deliverables


    • Ethnic marketing
    • Digital marketing
    • Copywriting
    • Media planning
    • Merchandising
    • Printing

    Outcome

    • Over 100,000 impressions on the online campaign
    • Over 3,000 clicks on the e-mail campaign
    • Facebook Advertising campaign reached over 20,000 individuals
    • Significant rise in applications from the targeted communities