Open UniversityThe Open University uses smart advertising solutions to engagepotential students on LinkedIn.

Objectives

Raise Awareness of the OU and promote the course offering amongst UK professionals

Drive potential students to the Open University site to purchase a further-education course

Marketing Solutions

Results

The campaign achieved high-levels of participation among users. The Linkedin Poll question ‘What’s your opinion on doing a course to further or change your career?’ achieved 2,119 responses in less than two months

37% responded that they are interested in taking an OU course

The advertising campaign across the LinkedIn platform achieved a CTR of 0.63%

51 comments from respondents extended the feedback and debate around OU. OU advocates emerged from the poll feedback delivering credible user-generated endorsements.

Background

The Open University (OU) is the UK’s only university dedicated to distance learning. More than 180,000 students are enrolled and about 70% of undergraduates are in full-time employment sponsored by their employers. The OU is the largest academic institution in the UK and Europe by student number.

©2010 LinkedIn Corporation. All other brands are trademarks of their respective owners. All rights reserved.

Strategy

A branding campaign to increase the profile of the Open University amongst an audience with high professional aspirations

Spark debate on further education course

Identify audiences most inclined to take a further education

This strategy also provided the OU with the option to create a follow-up campaign to LinkedIn users who had responded positively to the OU Poll.

©2010 LinkedIn Corporation. All other brands are trademarks of their respective owners. All rights reserved.

marketing.linkedin.comPlease contact your sales manager for more information.

"I am currently studying T173

Engineering the future and TXR120

Engineering: and active introduction

for my B24 Bachelors of Engineering

(Honours) degree. I have not studied

since my early 20's and now I am 50

it seems the perfect way to learn

and get on in life, I fully recommend

The Open University, it's brilliant!"

By Mark Haynes

BEng (Honours)

Open University Student