The British Council has developed an annual digital marketing package to support the overall management of UK institutions’ digital marketing. The package will provide frequent online brand exposure and information feeding to prospective students and wider Chinese education partners throughout the year, helping to grow an institution’s ‘Top of Mind’ presence in China’s education market and further increase student recruitment, brand awareness and reputation.

Benefits for UK institutions

• Year round digital engagement with the China market
• Digital promotion across a range of platforms and channels
• Professionally developed tailored content showcasing your institution
• An estimated audience reach of 3.5 million across the year

The package

• 24 Weibo tweets on a monthly basis via Study UK Weibo account / Alumni UK Weibo account
• 6 WeChat posts on bi-monthly basis via Study UK WeChat account / Alumni UK WeChat account
• 2 WeChat posts with a focus on student admissions on bi-annual basis via Study UK Agent WeChat account
• 2 integrated posts (with other universities) to be released on four digital media channels (Portal websites/education websites)
• 1 online webinar presented to the agent E-community (40 mins) (topic to be discussed with the British Council)
• Content Production
  1. On-site interviews with faculties and students to gain first hand experiences
  2. On-site mini video shooting (1 integrated video clip “Why Study in XXX” with other universities, 1-2 mins)
  3. Professional photography (20 copyright photos)
  4. 1 infographic with topic of “XXX in numbers”

How it works

• Meeting with the British Council China digital team to discuss unique selling points,  promotion focus and key marketing events taking place during the year
• British Council develops a content marketing plan and schedule
• British Council vendor visits UK institution for on-site interviews, professional photography and video shooting
• Editorial content developed and posted according to yearly schedule

UK institution responsibilities

• Provide detailed 2018 marketing plan for China (so as to coordinate digital promotion with wider marketing plan)
• Arrange faculty interviews
• Provide core promotional material and content ideas including high resolution photography where necessary
• Provide Mandarin speaking staff to deliver an online webinar to Chinese education agents

Participation fee

The British Council will charge a fee of £6,000 (excluding VAT).  The participation fee will cover the package outlined above.