The Open University is an iconic institution and one of the UK’s largest universities for undergraduate education. How could we help widen its traditional student audience and challenge misconceptions about the study experience in order to grow in a highly competitive market?
A consumer study of over 1300 people revealed that a large proportion of people have unfulfilled educational aspirations. In fact, 45% regret not taking their education further, and even more (67%) actually wish they ‘could go back in time’ to pursue higher education in order to achieve a ‘personal ambition’. Our approach was to position the OU opportunity to be that second chance – offering truly ‘life-changing learning’.
The Lexis consumer team created a programme of creative media outreach in order to target consumers with a clear messaging around regrets and a clear call to action. Our activities have included interaction and engagement with a range of influencers and consumer lifestyle correspondents with bespoke media content, news pieces, surveys, and a number of partnership activities, such as an activation with David Lloyd gyms and with Kidzania.
Our ongoing work has brokered a range of new relationships with a new section of the media, and media activities have resulted in quality coverage in a broad spectrum of lifestyle titles. For example, our activation with Kidzania, resulted in over 40 pieces of quality consumer coverage with a circulation total of over 61m.