Background & Objectives

Facing tougher student recruitment in China, University of Stirling looked for a long term agency partner to help them to keep on top of market trends, competitors, and audience insights.  As well as grow their share of voice, engagement, applications, and new students.


University of Stirling needed to promote the university to potential students in China and gain cut-through in an increasingly competitive market post-Covid.

What We Did

We adapted University of Stirling’s marketing to make the most of virtual student recruitment opportunities:

  • We developed a holistic marketing solution specially designed to target GenZ prospective students.
  • We sourced unique opportunities to work with the biggest social media platform providers in China, taking part in specialist overseas education events.
  • We planned and delivered a live-streaming campaign that outperformed other leading universities from around the world, using highly resonating creative content across paid search, programmatic and social channels.

Our Results

Through our targeted outreach and careful attention to strategic content planning, we generated huge amounts of interest in the brand and the educational opportunities they provide. Overall we achieved the following results from the campaign:

  • Over 81,000 prospective students watched our 90-minute University of Stirling live-stream Webinar.
  • No. 1 in performance as part of Sina Weibo’s overseas education fair live-streaming event
  • 137%+ Growth in WeChat followers
  • 229%+ Growth in Weibo followers
  • Overall WeChat engagement rate ranked in Top 10 among UK universities

 

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    This was our first live-streaming event and we were exceptionally well-prepared thanks to the guidance and support provided by the expertise of the team at Emerging Communications. The event was well-promoted which resulted in heightened brand awareness and an exceptional audience reach- the equivalent of filling Wembley Stadium. 

    Lisa Wilkisky-Dick - Director of Marketing. Deputy Director, Communications, Marketing & Recruitment

    University of Stirling

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    It was a great decision to appoint EC as our digital media partner for China. They provide us with insights that help inform our strategy, and they really understand our objectives. Our EC team are brilliant - helpful, friendly and on the ball!

    Lisa Wilkisky-Dick - Director of Marketing. Deputy Director, Communications, Marketing & Recruitment

    University of Stirling

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    Analyse your current performance, benchmark against your competitors, uncover best practices, and close the gap on your target.

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