Raising awareness within the education sector
RCU is the country’s leading provider of research for the education, training and skills sector, specialising in research for the Further Education (FE) sector.
When RCU came to us, they already worked with 80% of FE colleges and wanted to refresh their website. However, we identified an opportunity to refresh the brand and develop a powerful content marketing campaign that would add long-term value for the company.
The first phase of our activity with RCU involved understanding the business. We worked closely with the team to embed ourselves in the brand. We also carried out an in-depth competitor analysis, the learnings from which we implemented into the new website specification.
The content strategy was heavily informed by the discovery sessions with the client. At the end of the exercise, we had a deep understanding of the business, its services, their customers and the markets which they operated in.
Alongside the website development and brand refresh, we created a six month content plan that would go live with new RCU website. Key content themes were outlined based on the target audience and were designed to drive RCU’s engagement with its target audience and maximise channels including the new website, email, webinars and social media.
After the initial 6-month campaign had run, we reviewed activity and implemented the learnings into a summary of recommendations to inform the strategy for 2016.