CASE STUDY
Seamlessly Bridging Gaps
When a member of the marketing team moves on or goes on temporary leave, the resulting gap can significantly impact productivity and continuity. The challenge is often compounded by the need for immediate subject expertise. In 2023, BJU International (BJUI) faced this issue with a maternity vacancy which would affect their e-learning platform, BJUI Knowledge. They encountered a common dilemma: should they hire on a fixed-term contract or explore agency support? Given the difficulty in finding a temporary hire with the necessary industry expertise who could make an immediate impact, BJUI carefully considered their options.
Initially, BJUI was cautious about partnering with an agency having not taken this route previously. However, TBI was a trusted partner, having worked with BJUI in 2022/2023 to support the growth and engagement of BJUI Knowledge; TBI conducted market research, created user stories and testimonials, and developed a comprehensive marketing strategy and campaign plan to enhance the e-learning platform’s visibility and user engagement. TBI’s specialist experience in research communications coupled with our long-standing relationships with numerous retainer clients (some lasting over a decade) demonstrated our ability to blend seamlessly into existing team structures.
After exploratory conversations, we were able to confirm the number of days per month needed to execute the planned marketing activities for the following year. Our scope of work included managing organic and paid social media, writing and executing email marketing campaigns, and planning and implementing Google Ads initiatives.
Regular communication and detailed reports were cornerstones of our approach, ensuring BJUI was always informed about campaign outcomes and future recommendations. This strategy fostered transparency and allowed for timely adjustments to maximise campaign effectiveness.
The impact of the work completed during the maternity cover period included:
- 220% YOY increase in LinkedIn followers
- +667% uplift in BJUI Knowledge content viewed from the previous quarter
Our close and collaborative relationship with BJUI meant we became a trusted extension of their team, successfully delivering impactful marketing efforts that boosted the growth and engagement of BJUI Knowledge.
“TBI were able to hit the ground running and immediately got their heads round some quite complicated academic content turning it into engaging marketing copy. We quickly developed a productive relationship, communicating regularly as if they were members of the team.”
Sophia Anderton, Chief Executive, BJU International