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Open University Case Study

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Case Study about Open University on LinkedIn: Engaging potential students

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Open University Case Study

  1. 1. Marketing SolutionsOpen UniversityThe Open University uses smartadvertising solutions to engagepotential students on LinkedIn.BackgroundThe Open University (OU) is the UK’s only university dedicated to distance learning. More than 180,000 students are enrolledand about 70% of undergraduates are in full-time employment sponsored by their employers. The OU is the largest academicinstitution in the UK and Europe by student number.ObjectivesRaise Awareness of the OU and promote the course offering amongst UK professionalsDrive potential students to the Open University site to purchase a further-education course Results The campaign achieved high-levels of participation among users. The Linkedin Poll question ‘What’s your opinion on doing a course to further or change your career?’ achieved 2,119 responses in less than two months 37% responded that they are interested in taking an OU course The advertising campaign across the LinkedIn platform achieved a CTR of 0.63% 51 comments from respondents extended the feedback and debate around OU. OU advocates emerged from the poll feedback delivering credible user-generated endorsements. ©2010 LinkedIn Corporation. All other brands are trademarks of their respective owners. All rights reserved.
  2. 2. Strategy "I am currently studying T173A branding campaign to increase the profile of the Open Engineering the future and TXR120University amongst an audience with high professionalaspirations Engineering: and active introduction for my B24 Bachelors of EngineeringSpark debate on further education course (Honours) degree. I have not studiedIdentify audiences most inclined to take a furthereducation since my early 20s and now I am 50 it seems the perfect way to learnThis strategy also provided the OU with the option tocreate a follow-up campaign to LinkedIn users who had and get on in life, I fully recommendresponded positively to the OU Poll. The Open University, its brilliant!" By Mark Haynes BEng (Honours) Open University Student marketing.linkedin.com Please contact your sales manager for more information. ©2010 LinkedIn Corporation. All other brands are trademarks of their respective owners. All rights reserved.

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