Queen’s requires a digital marketing and communications partner for the China market, to develop the University’s brand awareness and market positioning amongst its target audiences, increase consideration levels and drive lead generation for the University’s range of international programmes to support its ambitious student recruitment targets.
Background:
At Queen’s we offer a world-class education that prepares our students for leadership and citizenship in a global society. Our inspiring alumni comprises outstanding scholars, Nobel Prize winners – such as Seamus Heaney and David Trimble – and influential leaders who are making an impact in Northern Ireland and across the globe.
Our students enjoy being educated by world-leading academics working at the forefront of their disciplines and a significant investment in the student experience has resulted in high levels of student satisfaction.
Over 94% of Queen’s graduates are in employment or further study six months after graduation; our graduates are dominating senior leadership positions in 80 of Northern Ireland’s top 100 companies, and making a difference in over 120 countries.
Queen’s is a driver of innovation and talent based on excellence. We are globally connected and networked with strategic partnerships across the world, helping us to expand our impact on wider society locally, nationally and globally.
We are leaders in commercial impact and are in the top five UK universities for revenue generated from research commercialisation – £71m. Through QUBIS Ltd, our commercial arm, we have created over 70 spin-out companies, resulting in some 1,880 knowledge-based private sector jobs. Three of these companies (Kainos, Andor Technology and Fusion Antibodies) have been publicly listed on the London Stock Exchange. We are number one in the UK for our participation in Knowledge Transfer Partnerships (KTP). Since 1993, we have supported 100 businesses throughout Northern Ireland, helping them to generate an increase in annual profits of £65m.
Scope of Work:
Contract scope to develop the University’s brand awareness and market positioning amongst its target audiences, increase consideration levels and drive lead generation for the University’s range of international programmes to support its ambitious recruitment targets:
The agency will be responsible for:
— development and implementation of integrated multi-channel digital marketing and content plans in China,
— robust reporting and digital advice and guidance on an ongoing basis to the University’s in- house and in-market teams to inform planning, delivery and to optimise marketing performance. The agency is required to have the following experience and capabilities,
— extensive international digital marketing experience in China gained within the higher education sector, with a strong track record of successful recruitment campaign delivery and content delivery, working directly with students and alumni,
— provision of a senior account manager for the University, supported by an experienced account team which should include specialists in media planning, media buying and copywriting for China,
— provision of named bi-lingual English/Mandarin members of staff who will carry out translation services and copywriting for organic social media activity and digital campaigns, whom the University’s team will be able to train and liaise directly with to ensure key messages, tone of voice and positioning are in line with the University overarching brand position,
— agency availability on a reactive basis to provide support on a campaign by campaign basis across different time zones to ensure immediacy of communications,
— flexibility to work with a range of stakeholders – including International Office, faculty marketing teams and academic staff, strategic marketing and communications.
Due Date:
June 27th, 2019.
Address:
Queen’s University Belfast
University Road
Belfast
BT7 1NN
United Kingdom
Agencies with relevant experience includes Zeno Group and Edelman PR.