The University of London is aiming to ramp up its customer communications and engagement strategy to promote the institution’s online programmes to a global audience by appointing Merkle to deliver and manage its paid social and paid search activity.
The brief also includes courses delivered through the University of London Institute in Paris, alongside promotion of the institution’s venues and accommodation services.
The ultimate aim is to build the institution’s student numbers in the UK and international markets, including Singapore, the US, Pakistan, Hong Kong, Kenya and Nigeria. The two-year contract was awarded following a competitive pitch.
The University of London is a federation of 17 independent member institutions, including the Royal Academy of Music, Birkbeck University, UCL, King’s College, Royal Holloway, Goldsmiths, London Business School and the Courtauld Institute of Art (pictured).
It is claimed to be one of the largest, most diverse universities in the UK, with over 120,000 students in London, and a further 48,000 studying across 190 countries for a University of London degree.
Given such a high proportion of its student body access courses overseas, supporting the university’s reputation for its online learning is a key strategic priority. Current pandemic conditions have also heightened demands for remote learning within higher education. The university claims its longstanding capabilities in this area are a valuable point of difference in the global student market.
Merkle was appointed because of expertise across paid search and paid social, with previous experience in the higher education sector, including projects for the Saïd Business School, also informing strategies for building long-term and valuable relationships with the University of London’s current and prospective students around the world.
The Merkle team will also work on additional projects spanning analytics, attribution and delivering tailored training courses for the institution. Markle insists its scalable and adaptable approach enables the university and its member institutions to better connect with prospective students, and adapting to changes in the higher education sector to create a personalised communications and engagement strategy.
University of London associate director global marketing Laura Delfitto said: “Higher education is an incredibly dynamic sector that has experienced a number of challenges over the past year. These mean it is more important than ever to stay ahead and connect with students.
“Merkle’s knowledge in data-driven media and analytics, and experience with other leading educational institutions, makes it the perfect partner to help drive our paid media account and show the value of working with a media solutions team.”
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