Suzy McGill, Head of Campaign Management (Acquisition)

OU Acquisition Marketing Update

January 2007

Suzy McGill, Head of Campaign Management (Acquisition)

Acquisition Marketing Calendar

January will see the start of a new Pan Uni marketing campaign with a budget spend of £1.85m between January and March

During this period there are also several faculty marketing activities. These launched in Autumn 06 and mostly serve to generate students for postgraduate courses in May

The following slides show a selection of the campaigns which will be live during the first few months of 2007

Suzy McGill, Head of Campaign Management (Acquisition)

Pan Uni Acquisition

A new suite of creative has been developed around motivations for learning which promote the generic benefits of OU study.

They are aimed at the Openings and Short Course audiences to meet Spring 07 targets.

Suzy McGill, Head of Campaign Management (Acquisition)

Pan Uni Acquisition

DRTV – multi-channel e.g. Sky, ITV3, Living TV, Discovery

National Press

Online Banners – major ISPs e.g. Yahoo, MSN and AOL

Direct Mail – national campaign with regional sub-campaigns

3rd Party Email

3rd Party Inserts – national & regional e.g. Yellow Pages, Amazon.com, Ticketmaster

Suzy McGill, Head of Campaign Management (Acquisition)

Pan Uni - DRTV

The OU advert will be shown 2,506 times in Jan & Feb, to an estimated audience of 90m viewers

Suzy McGill, Head of Campaign Management (Acquisition)

Pan Uni – Press

• National press advertising will maintain a constant presence in our most successful titles

• National press bookings will combine specialist education sections with run of paper for maximum exposure

• Additional insertions are planned for weekly and monthly titles that have proved successful in 2005/06

Suzy McGill, Head of Campaign Management (Acquisition)

Pan Uni predicted responses

DRTV Press DM OnlineBanners

January 1,413 616 8,298 2,000

February2,234 774 6,454 2,000

March 1,552 703 6,024 2,000

Suzy McGill, Head of Campaign Management (Acquisition)

Sector Marketing

Suzy McGill, Head of Campaign Management (Acquisition)

PGCE – general + food technology

• A campaign to promote PGCE to working individuals within relevant industries

• For the first time, we also promoted a specific PGCE for food technology

• Integrated creative and media including online banners, TPIs and regional press inserts in areas of PGCE partner schools have resulted in significantly improved interim results

Suzy McGill, Head of Campaign Management (Acquisition)

FELS – professional development

• This campaign promotes professional development to lecturers at colleges and universities

• Specialist press inserts and ebulletins used to target both audiences

• A single creative concept was used for these two similar audiences, whilst copy was specialised to each

Suzy McGill, Head of Campaign Management (Acquisition)

• One campaign promoted professional development to individuals working with young children

• The second promoted professional development to teaching assistants in primary schools

• Both campaigns used inserts in specialist press and ebulletins to niche audiences e.g. Duke of Edinburgh leaders

FELS – teaching skills

Suzy McGill, Head of Campaign Management (Acquisition)

Environment – professional development

• This campaign promotes EDM, GDM and EPS to professionals in related fields

• Multimedia campaign across inserts in specialist press, online banners and press ads

• Online banner performance places it in the top 10 of any OU web activity

Suzy McGill, Head of Campaign Management (Acquisition)

ICT – foundation degrees

• This campaign promotes the Foundation Degree in ICT and the FD Top Up

• Two complimentary campaigns developed to address a professional IT audience, segmented by their career stage

• Both campaigns used direct mail and specialist ebulletins to target individuals with the relevant message

Suzy McGill, Head of Campaign Management (Acquisition)

Science – professional development

• This campaign promotes the MSc to a professional audience, alongside the MBA Life Sciences

• Multimedia campaign includes inserts in specialist press, online banners and press ads

Suzy McGill, Head of Campaign Management (Acquisition)

Science – entry level

• This campaign promotes Level 1 and Short science courses

• Multimedia campaign includes inserts in popular science magazines and press