A best-in-class engagement strategy for The University of Liverpool
- Insights & market research
- Media relations strategy
- PR & digital marketing campaign
- Microsite build & design
Brief
We were appointed to deliver a new go-to-market proposition and media relations strategy for the University’s digital innovation offering. Meaning it was our job to increase collaboration between our client and local businesses.
Challenge
Surveying 200 business leaders from a cross-section of the University’s target sector at the height of the 2020 pandemic was one thing. But we also had to cut through the noise at a time when people were only interested in reading about one thing and one thing only: COVID-19.
We pulled together the exciting offer the university’s academics and industry engagement teams can give to prospective business customers.
Which focused on their R&D assets – the Virtual Engineering Centre, the Materials Innovation Factory and Digital Innovation Facility.
Following a series of messaging workshops with senior academics and professional personnel, we created a customer value proposition (CVP) for the digital innovation offer. We complemented this with a key message framework to underpin PR and marketing activity.
The messages were then tested in one-to-one sessions and focus groups with a range of existing customers, prospects from key sectors and civic stakeholders.
The
Solution
Results
6.55m
online readership
50.9k
estimated coverage views
13k
print circulation