Challenge

The University of Manchester (UOM) recognised the importance of expanding its research impact in East and South East Asia. However, they faced a challenge due to a lack of market intelligence and insights necessary to launch a targeted research campaign with maximum effectiveness. The specific regions, priority audiences, channel selection, and content recommendations required careful consideration to ensure a high return on investment (ROI) for the campaign.

Solution

As a trusted partner, The Brand Education took charge of informing UOM’s international communications and marketing endeavours. We embarked on a comprehensive analysis that involved delving into vast datasets and gathering valuable insights. This analysis was key in revealing the most promising opportunities for reputation growth within the Chinese and Japanese regions.

Beyond identifying regions, we dug deeper to pinpoint the priority audiences who would derive the greatest benefit from UOM’s research campaign. Armed with this valuable knowledge, we meticulously constructed targeted lists, ensuring the campaign message reached the right individuals.

In close collaboration with UOM, we crafted a campaign strategy that drew upon data-driven insights to optimise resource allocation and enhance campaign impact. With a laser focus on the identified regions and priority audiences, we tailored the messaging and content to resonate powerfully with the target demographics.

Our recommendations for channel selection played a pivotal role in the strategic implementation of the campaign. We identified the most effective platforms and channels to disseminate the research findings, ensuring efficient and targeted delivery of the campaign message

Result

The University of Manchester’s research campaign witnessed unparalleled success, and the utilisation of data and insights provided by The Brand Education played an instrumental role in achieving these results. The campaign garnered a notable increase in reputation within the Chinese and Japanese regions, effectively reaching and engaging the priority audiences

The strategic implementation of our recommendations not only bolstered the campaign’s impact but also ensured a high ROI for UOM. By efficiently allocating resources and targeting specific regions and audiences, the university maximised its research impact in East and South East Asia.

What they say

“The insights and expertise provided by The Brand Education were invaluable in our mission to expand research impact in Asia. Their data-driven approach and strategic recommendations led to remarkable success, and we look forward to future collaborations as we continue to strengthen our global presence.”

This case study exemplifies the transformative potential of leveraging data and insights to drive successful international marketing campaigns. By working in tandem with The Brand Education, UOM achieved a new level of research visibility and impact in East and South East Asia, establishing the university as a leading player in the global research landscape.