impressions delivered
Amplify.
The University College of Estate Management (UCEM), an online university specialising in education for the built environment sector, aspires to become ‘the world’s most sustainable university’. In May 2024, UCEM approached onebite with two briefs to tackle two very distinct challenges:
Both briefs came with their own budget constraints, adding to the challenge of maintaining campaign momentum and consistency.
UCEM needed a targeted approach for each project that would effectively engage multiple audiences without compromising impact.
Recognising UCEM’s need to address both brand awareness and audience engagement, we developed two distinct approaches to achieve these objectives, each designed to enhance UCEM’s reputation and drive tangible outcomes.
UCEM required a strategy that could balance its long-term brand positioning with immediate recruitment objectives. To meet these needs, we recommended a combination of thought leadership and targeted outreach, implemented as two separate campaigns:
Both campaigns leveraged UCEM’s expertise and commitment to sustainability, ensuring that messaging resonated across multiple audience segments.
For the Globe PR campaign, we engaged our research partner to develop a quantitative survey targeting professionals within the built environment, aiming to understand the industry’s current and future training and development needs. The data revealed invaluable insights into sustainability-related skills shortages across the UK. These findings were vital for crafting targeted press releases and media outreach and could also be broken down by location, further influencing future marketing strategies.
For the Apprenticeships campaign, we implemented a programmatic strategy using display ads to engage SMEs in under-served regions. The campaign was data-driven, using government insights and industry trends to craft targeted creative that challenged perceptions of apprenticeships and highlighted the tangible benefits for businesses. Key elements of the campaign included retargeting and remarketing to nurture SME employers throughout the customer journey. Working closely with UCEM’s marketing team, we continually monitored performance and adjusted the campaign’s messaging and creative to maximise engagement.
The initial creative, developed by the client, presented opportunities for improvement. We enhanced the messaging by emphasising UCEM’s commitment to sustainability and the human aspect of the built environment, ensuring these became the focal points of the campaign.
The campaigns delivered strong results:
Globe PR campaign:
Secured articles in leading industry publications, helping UCEM boost visibility among key stakeholders and sustainability professionals. Notable placements included Home Building and Renovating (65,184 UVM – Unique Visitors per Month) and pbc Today (26,670 UVM), among others, ensuring targeted exposure within the built environment and sustainability sectors.
Apprenticeships campaign:
Enhanced engagement with target SMEs in cold spot regions. Our creative improvements further contributed to this success by refining the messaging and driving even higher levels of awareness:
1.9million
impressions delivered
0.2% CTR
which is 34% higher than the industry benchmark
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