The Open University (OU) utilized targeted advertising on LinkedIn to engage potential students for further education, focusing on UK professionals. The campaign successfully generated significant interaction, with a LinkedIn poll garnering over 2,100 responses and a click-through rate of 0.63%, indicating a notable interest in OU courses. This strategy allowed OU to leverage user-generated feedback and create follow-up opportunities with interested individuals.

1. Marketing Solutions
Open University
The Open University uses smart
advertising solutions to engage
potential students on LinkedIn.
Background
The Open University (OU) is the UK’s only university dedicated to distance learning. More than 180,000 students are enrolled
and about 70% of undergraduates are in full-time employment sponsored by their employers. The OU is the largest academic
institution in the UK and Europe by student number.
Objectives
Raise Awareness of the OU and promote the course offering amongst UK professionals
Drive 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. Strategy "I am currently studying T173
A branding campaign to increase the profile of the Open Engineering the future and TXR120
University amongst an audience with high professional
aspirations
Engineering: and active introduction
for my B24 Bachelors of Engineering
Spark debate on further education course
(Honours) degree. I have not studied
Identify audiences most inclined to take a further
education
since my early 20's and now I am 50
it seems the perfect way to learn
This strategy also provided the OU with the option to
create a follow-up campaign to LinkedIn users who had and get on in life, I fully recommend
responded positively to the OU Poll.
The Open University, it's 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.