Projects

Sample of previous work done

Previous research studies

Some of the research studies our consultants have conducted:

  • Brand health review: tracking brand awareness and perceptions of suite of MBA programs amongst prospective students in domestic and international markets to assess impact of brand marketing activities
  • Brand awareness and competitor perceptions of specialist Masters programs for German graduate school: analysis of current levels of brand awareness in international markets and comparison of perceptions of competitor programs to support marketing strategy to build higher awareness and attract more students
  • Brand audit and marketing strategy development for a European university to guide integrated planning and activities across departments with appropriate staff structure
  • Brand proposition research study for an Australian University to identify a set of core brand messages which would appeal to prospective UG and PG students nationally and internationally, whilst uniting strategic initiatives across the university
  • Market positioning study for European/ Asian business school: assessment of the market positioning, perceptions and appeal to prospective students of a highly-ranked joint-school Executive MBA within the Asian and wider global markets
  • Market demand study to assess future Executive MBA demand and key candidate choice factors for a UK business school
  • Strategic review of new market opportunities for an Australian business school: identifying potential market demand for new programs to support lifelong learning and the mature learner market, with a particular focus on entrepreneurship
  • New program feasibility: testing potential demand of a proposed new Executive Education Open program to be delivered by two business –schools with modules in the USA and Australia
  • Market-wide review of EdTech and curricula trends to assess current Faculty positioning, supported by student survey to analyse current awareness and satisfaction
  • Candidate decision-making drivers: research study for a UK business school of the domestic MBA market, covering prospective students’ decision-drivers and decision cycle, coupled with external influences affecting domestic interest in MBA programs
  • Employer needs assessment for Australian university: Investigation of employers’ executive development needs across the legal and consulting professions in Asia-Pacific to guide program portfolio development
  • Executive Education market study for a UK business school to assess corporate buyer and individual participant needs and interest in short courses to support program portfolio growth strategy
  • Benchmarking study with GMAC amongst European business school Marketing and Admissions staff on ROI measurement, marketing budget allocation and current challenges
  • Social media marketing competitor review: comparative analysis and reporting quarterly on unpaid social media activities and audience engagement across 10 business schools internationally to guide increased influence online
  • Communications effectiveness audit: research for a Faculty of Business and Law to assess most effective channels and content to use for UG and PG applicants to support recruitment and increase conversion on offers
  • Website review and redesign workshops: assessment of content and navigation to recommend changes to re-position suite of MBA programs and improve candidate perceptions of high-quality, ranked programs
  • Executive Education website review and comparison to competitor web-based marketing to support redesign
  • Accreditation: Leadership workshop facilitation to review a Faculty’s Vision and Mission against strategy and capabilities to ensure alignment for business school accreditation submission
  • Alumni engagement survey for a Faculty of Business to establish current levels of alumni loyalty, needs and expectations, to underpin development of a faculty-driven alumni relations strategy to increase engagement and to support central University strategy
  • Alumni engagement strategy development for an Australian business school to increase engagement across alumni community in Asia
  • Alumni Council advisory project: development of terms of reference and appointment procedures to launch new Alumni Council for global multi-campus business school

Media Campaigns

We work closely with our education clients to help them achieve their business goals. A sample of client briefs our team have delivered include:

  • Developing and implementing media campaigns to launch new programs, raise awareness quickly amongst target audiences internationally and generate leads to start building an applicant pipeline
  • Optimising advertising budget and placement across 3 levels of activity: building business school brand awareness, promoting portfolios of similar programs and generating leads for specific individual programs
  • Targeting marketing and ad placement to improve diversity of admitted cohorts through widening mix of work backgrounds, undergraduate degree backgrounds, and nationalities, whilst maintaining applicant quality
  • Finding cost-effective means of promoting and generating leads for highly specialist niche postgraduate programs
  • Reviewing and revising the marketing mix to find new channels to reach target applicants with higher cut-through in competitive markets
  • Developing and implementing outdoor and print lead generation campaigns to achieve better audience cut-through than digital campaigns
  • Developing advertising plans to fully leverage benefits of rankings results and capture the immediate increase in interest in specific schools during the post-ranking window
  • Improving gender balance on MBA programs through reaching more female prospects
  • Social media and ad campaigns to increase attendance levels at student recruitment events and information sessions, in domestic and international markets
  • Raising brand awareness of business school and/ or specific programs within UK home market to encourage high-calibre applicants to study domestically
  • Running and optimising an ‘always on’ year-round lead generation campaign to support monthly program start-dates and continuous admission cycle, whilst reducing CPC and CPM
  • Establishing conversion tracking and detailed analytics reporting to improve marketing and media campaign performance: using analysis to refine the marketing mix and optimise a limited marketing budget to achieve student recruitment targets
  • Advanced marketing analytics reviews of geographic trends at a city/ county level to identify pockets of opportunity for targeted student recruitment
  • Advising on media placement requests and appropriate partnerships and/ or co-locations to support the school’s brand
  • Working with UCAS to develop postgraduate recruitment model utilising UCAS undergraduate data

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