Opening up a sense of artistic community

THE CHALLENGE WE TOOK ON

The Open College of the Arts, an open-access distance learning provider, has historically relied on word of mouth and PR to gain awareness.

OCA asked us to explore new ways to reach a wider audience and grow a pipeline of leads – while always taking into account the small marketing team, and budget, they had in place to support initial activation.

x3

RETURN ON AD SPEND

198

NEW LEADS GENERATED THROUGH SOCIAL ACTIVITY

1M

NEW STUDENTS REACHED

DISCOVER

We held workshops with stakeholders across teaching, student experiences and marketing to understand what makes OCA great and work out how we could help communicate more widely.

DEFINE

We tapped into the insight that OCA is built upon as a remote learning institution, creating empathy and togetherness across online communities. We felt their social presence could play a bigger role in bringing communities together and uniting them around mutual feelings.

DEVELOP

As budgets were challenging, we created a six-month social plan that tapped into the rich insight we had gleaned and made the most of the existing content OCA had already created.

DEPLOY

We managed their monthly content plan, tweaking messages based on a test-and-learn approach, all backed up by a results-driven approach.

THE RESULT

We saw a return of 3x OCA’s ad spend, and their social activity reached one million new students, generating 198 interested leads.

More importantly, we helped bring a virtual community of students and teachers together.

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