University of Manchester: Shifting Brand Perceptions

As part of the University of Manchester’s strategic vision of becoming a top 25 global research University by 2020, they wanted an international recruitment campaign to help achieve this target. So TMP were asked to help attract 100 exceptional academics from across the world whilst building the profile of the university.

The Challenge

The University of Manchester is to invest £1 billion over the next ten years to create a world-class campus for its staff and students. And with no fewer than 25 Nobel Prize winners among their current and former staff, students and alumni, the University required up to a further 100 exceptional academics from across the world. The success of this high profile recruitment and brand building campaign would be pivotal in achieving this ambitious goal.

The Solution

TMP were asked by the University of Manchester to develop and implement a creative campaign that would be visually powerful and engage with active and passive candidates alike in a high impact, authentic and fully measurable way.

It sounds pretty straight forward? Not quite, this needed to be a global campaign with a limited budget. Getting a clear message to every corner of world can very quickly blow a budget. However, with TMP’s extensive international media expertise, we made sure that only the most appropriate and cost effective media was selected.

We supported this with a wide range of social seeding and inventory to engage and target passive candidates through a number of channels including Linkedin and Twitter. Google Adwords and Display Network proved to be a particularly powerful component with 85% of clicks generated this way. To add real-time campaign effectiveness and monitoring, we introduced Campaign Management to ensure all media channels delivered an excellent return on investment.

 

“I just wanted to say a big thank you to all at TMP for your excellent support and guidance through World Leading Minds. This was a lot of hard work on everyone’s part and a great example of partnership working. We know deadlines were tight but you always delivered on time and to a high standard and we all in the project team enjoyed working with you."

Karen Heaton – Director of Human Resources, University of Manchester

Benefits and Results

The results have been outstanding with all the original key performance indicators surpassed and
comprehensive management information has captured invaluable data relating to this project. It generated 197,000 clicks across all media and 1996 applications from 195 countries. Mobile users account for 77% of visitors to the site.

In addition, it has also had the desired effect of significantly raising the brand and profile of the University of Manchester in key countries such as the USA.

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