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Sector Spotlight - Academic & Education

May 14, 2021.
Pencils in a pot

At Mackman, we are proud to have a long portfolio of clients hailing from a wide variety of sectors from academic and education to renewables and environment. This article will take a look at a few of the academic and educational institutions we have provided marketing support to throughout our history.

Ipswich School

Ipswich school was established in 1399, with notable alumni including Cardinal Thomas Wolsey, Henry Staunton and Ian Hendry. They are consistently ranked among the top 150 schools nationwide as a result of their excellent academic results. 

Ipswich School approached Mackman in the spring of 2019 to review its marketing, brand and open-day proposition. The visual language and material had become diluted due to the actions of multiple internal stakeholders and third-party agencies. Therefore, a key challenge of this project was the maintenance of the schools heritage while we led the progression of their messaging and brand identity. 

We worked closely with multiple stakeholders at the school and identified the strengths of the school and its differentiation from their competitors, as well as the key themes which would be amplified throughout the campaign. We also identified that in order to streamline this process, a flexible website solution and content management system was required.

Through a clear roadmap and marketing strategy, we were able to successfully apply a new brand package which involved new Imagery, messaging, website and a successful open day campaign.

We continue our support of Ipswich school to ensure consistency in their new branding and its effectiveness.

To find out more about our work with Ipswich School, you can read the full case study

We have been very pleased with Mackman's recent work on logo iterations. They worked methodically through a detailed brief and the end result combines our heritage with a distinctive and engaging design.

Saskia Jordan, Director of Admissions, Marketing & Outreach - Ipswich School

The Essex Collaborative Outreach Network

The Essex Collaborative Outreach Network (ECON), launched in 2017, is part of a national network which encourages young people into higher education.

ECON approached Mackman to come up with a campaign which endorses their key aim and works to change attitudes in low-participation areas.

In response to this, we launched the movement ‘Make Happen’ which accompanied a tone of voice specially geared towards the campaign. We built a microsite and established social media accounts which were used for the distribution of campaign content and conveyed messages which spoke to everyone and empowered the potential students.

The results were incredibly positive, with the campaign directly engaging 678 students. Of these students, high proportions said they would recommend Make Happen, had a clearer idea on what subjects they wanted to study and felt aware of the support available should they choose university.

To find out more about our work on Make Happen, you can visit our case study page.

Harlow College

Harlow College is a tertiary college offering a mainly vocational education and training. They have undergone a dramatic transformation, from a college with a poor reputation due to lower than average results, to the No.1 college in England.

However, they were experiencing a perception issue owing to their previous poor performance. In answer to this, Harlow approached Mackman to create a tactical marketing campaign in promotion of their newly achieved No.1 status and in the aim of increasing enrolment figures.

We conducted a thorough perception survey and used the results in the delivery of a fully integrated campaign which focused upon grabbing awareness, engagement, reinforcement and PR & Advertising.

The results of this award-winning campaign have been overwhelmingly positive, with improvements in brand awareness and recruitment. Student enrolment, open day attendance, website traffic and social media engagement all experienced significant spikes as the campaign returned £21 for every £1 spent.

To find out more about our award-winning work with Harlow College, you can visit the full case study.

After speaking to a number of agencies we selected Mackman for the project as we felt that they understood our requirements, had the breadth of services required and could add a fresh approach. The team were enthusiastic and worked hard to bring the project in on time and budget.

The strategic approach and initial market research helped to produce a well integrated campaign which generated widespread interest. We were impressed by the final campaign. We would highly recommend Mackman Research for market research and creative campaigns.

Simon Boyce, Head of Marketing - Harlow College

Writtle University College

One of the oldest specialist educational institutions in the UK, Writtle University College is located in Chelmsford as well as the leading provider of land-based, animal, environmental, design and sport education.

Mackman was approached by Writtle University College to procure a student recruitment campaign to enhance brand awareness among their key audiences and reinforce their brand position. We collaborated with Writtle’s in-house team, working to understand their audience and create a strong message which engages the audience. This also allowed us to really get to know the people and how they work and why they choose Writtle.

The result was a campaign which conveyed a message with versatility and longevity. Writtle experienced a significant growth of 10% in undergraduate traffic on their website, which acts as a clear indication of the campaigns success.

To read more about our collaboration with Writtle UC, you can visit our full case study.

I have worked with Mackman on a number of large-scale marketing projects at Writtle University College and they have delivered excellent results for us. The team are very knowledgeable and are a joy to work with.

Craig Emery, Head of Marketing - Writtle University College

Looking For Marketing Support?

Thank you for reading about some of our marketing campaigns within our academic and education client portfolio. For more information on these projects, please see our case studies. If you are looking for marketing support, please see our service pages, or alternatively, email our friendly customer services team at customerservice@mackman.co.uk for more information on how we can help your business grow.

Joe Richardson

Joe Richardson

Communication Intern

Joe is a communication intern at Mackman with a BA in History from Kingston University. Aside from his interest in content writing, he is also developing a curiosity in rich media and is aiming to learn more about this side of marketing as his experience grows.

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