THE CHALLENGE
The Open University faced the challenge of diversifying its student body, with underrepresentation of Black and Asian undergraduates compared to the sector average.
This decline in enrolment called for a strategic PR and social campaign to shift perceptions, increase consideration among these demographics, and meet the Office for Students (OfS) targets.
THE INNOVATION
We utilised a three-pronged approach to help The Open Unversity diverse its student body:
1. Research & Insight Gathering: Engaged Black and Asian communities to unearth university preferences, leading to informed campaign strategies and potential educational adjustments.
2. Creative Development & Content Production: Initiated 'In the Common Room With' and 'Smartest In Their Space,' leveraging influential figures and OU students to portray the university's diverse and inclusive atmosphere.
3. Measurement & Impact Evaluation: Employed brand tracking and analyzed metrics across YouTube, TikTok, Instagram, Twitter, and direct marketing to assess and refine campaign impact.
THE IMPACT
Word On The Curb has become a valued and trusted partner. They have challenged us to do better work, producing some of the best creative content I’ve seen in my time working on the Open University brand. The energy and camaraderie on set were unlike anything my team had ever seen before. We are looking forward to building our partnership over the coming year.
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