Communications Management

Case study - University of Bedfordshire Business School

CASE STUDY

University of Bedfordshire Business School

Issue
Communications Management was commissioned to develop a targeted campaign for the regional media in Bedfordshire and Hertfordshire to promote bursaries available to UK students applying for the full-time MBA programme.

Strategy

We negotiated competitions with two local newspapers groups - one in each county, offering the prize of a full, £10,950 bursary to study the MBA programme.

Impact

This generated 28 pieces of coverage about the competition over several weeks with the newspapers also publishing follow-up stories on the bursary winners. In addition, details of the bursaries appeared in regional business magazines, on business education websites, and on websites dedicated to providing bursary and scholarship information to prospective students.

Some of the unsuccessful entrants to the competition for the full bursary were offered half bursaries, thus increasing student numbers.