University of East Anglia – Content Partnership
The University of East Anglia (UEA) set an objective to build Year 13 brand profile and shape perceptions of both the university, and Norwich as a destination, with an audience actively searching for universities. The diversity and volume of students turning to The Student Room every day made it the perfect platform to reach their target audience.
TRANSFORMING BRAND PERCEPTIONS THROUGH USEFUL CONTENT
UEA and The Student Room teamed up for a content hub partnership, sharing helpful advice on university life. Content pieces covered a range of extra-curricular themes identified by our Community and expert SEO teams as popular and recurring areas of discussion. The content hub, ‘Student Life’ was originally a 12 months project, made up of 22 pieces of helpful written content and rich media for students, including articles, quizzes and video.
UEA added extra value through student case studies, advice from lecturers, student advisors and the UEA Student Union to create the bank of informative content which addresses students’ changing needs as they progress throughout the decision-making process.
Through their content partnership, UEA set key objectives to increase brand awareness among Year 13’s, reinforce their status as a top 20 University and transform perceptions of Norwich as a study destination that caters for all types of students.
“We wanted to engage our audience at an early stage in their decision-making process and cut through the noise of traditional digital marketing. Working in collaboration with The Student Room allowed us to utilise data about what interested The Student Room community to create material that fulfilled the dual purpose of boosting our brand awareness as a leading UK university, by providing informative and entertaining content to our target audience.”
This unique content partnership showcases how client needs and business objectives can align with students’ requirements to deliver high-value results for both. The transformation in brand perceptions over time demonstrates the value in content marketing and how quality content can attract attention, influence opinion and drive awareness.
Feedback from Students
“I like reading the experiences people are having at uni, all the information is really useful as I’m currently choosing universities to apply to.”
“You can get information on the questions that usually bother you before you start uni, it partly takes away your fear and helps you with general things such as accommodations or student life (like the section promises).”
THE RESULTS – HIGH VALUE IMPACT
We surveyed two groups of students, one who had no engagement with the UEA content hub and the the other who had engaged with multiple pieces of content, to find out how exposure to the content hub changed brand perceptions. Here’s the results: