Case study

University of Chichester

Client nameUniversity of Chichester

The University of Chichester is a public university located in West Sussex, England. The institution has campuses in the city of Chichester, the nearby coastal resort of Bognor Regis and an associate campus for music on the Isle of Wight. The University of Chichester has 14 departments, including Humanities, Sport, Musical Theatre and Education.

DateJanuary 2017 – August 2017

Case studyUniversity of Chichester International Student Recruitment Campaign

Objective

The objective of this campaign was to raise awareness for the courses available at the University of Chichester within BAME communities and to ultimately drive sign-ups to the Universities Open Days in September and October. The University of Chichester were looking to implement an ethnic marketing campaign utilising both online and offline channels.

Mechanics

Our campaigns spanned across merchandising, radio, print and digital, focusing on ethnic media and ethnic shops. We first looked at merchandising local international shops with University of Chichester Open Day leaflets, we targeted shops we knew would have an audience of an ethnic background.

Along with the university we ran a radio campaign across Unity 101 FM, a popular Asian radio, to help raise awareness for the courses offered and the upcoming open day.

The University of Chichester were also keen to target a Nigerian audience, as a result we secured an advertorial across the Nigerian Watch newspaper and other portals. This also included a display banner across the Nigerian Watch's online presence.

Outcome

Over 12,000 impressions on the banner ads
Over 3,000 views of the advertorial content
Over 2,500 listeners to radio campaigns
81 stores merchandised:
- Woking – 10
- Guildford – 9
- Basingstoke – 5
- Southampton – 22
- Bognor Regis – 6
- Bournemouth – 13
- Portsmouth – 10
- Poole – 6