Bristol’s University of the West of England (UWE Bristol) selected purplefish to meet three key communication objectives in a drive to raise the profile of the organisation: promote a change in people’s perceptions; build advocacy with key local stakeholders; demonstrate distinctiveness. purplefish was asked to do this by primarily promoting UWE Bristol’s new film to stakeholders including students, education experts, employers and parents.
The visually striking and professionally produced film showcased all UWE offers its students, from the country’s leading environmental degrees to preparing them for the world of work. purplefish used a combination of online media relations, social media, direct emails and advocacy communications to launch the film throughout the region and beyond.
The email campaign targeted local businesses and influencers with a 13 per cent open rate. Media coverage included South West regional media such as The Post and Western Daily Press but also national marketing media exposure with The Drum including the film in its Creative Showcase. As well as online coverage, the film was shown alongside 23 of the UK’s best and brightest marketing campaigns at The Drum Live Conference. A sustained LinkedIn campaign also generated thousands of views and positive feedback from Bristol’s business community.