STUDY UK

EVALUATION

REPORT

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Launched in its current form in 2016, Study UK is the only national-level campaign that

promotes the UK as a first-choice study destination all over the world. It is delivered by the

British Council in partnership with the UK government’s GREAT Britain campaign, which

encourages people to visit, invest, and study in the UK.

STUDY UK

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BACKGROUND

BUDGET£6 million

(£3 million British Council + £3 million GREAT Britain campaign)

STRATEGIC

OBJECTIVE

Position the UK as the preferred study destination

among international audiences

PRIORITY

AUDIENCES

Prospective students at the undergraduate/postgraduate levels

and their influencers, such as parents, agents and counsellors

GEOGRAPHICAL

COVERAGE

Global, with media concentration in key markets, which are

China, India, Indonesia, Malaysia, Thailand and Turkey

SUCCESS

ROI for the UK through international student recruitment,

with capacity and economic potential boosted in key markets

ROI achieved to date: £421 million

IMPLEMENTATIONCombination of central delivery, digital marketing,

supported by country-level activity

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CAMPAIGN IMPACT

◆ The UK is the world’s top study

destination in terms of recruiting the

largest number of new international

students (see graph)

◆ 56 per cent of survey respondents were

aware of a campaign promoting the UK

as a study destination

◆ 75 per cent of those who were aware

of Study UK took action after coming

in contact with the campaign

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50000

100000

150000

200000

250000

300000

350000

2014-15 2015-16 2016-17 2017-18

Newly enrolled international HE students by country

UK US Australia

(Source: HESA, Institute of International Education, Australian Education International)

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DIGITAL ‘AWARENESS AND

CONSIDERATION’ CAMPAIGN

Our digital campaign generated high traffic and

engagement, driving subsequent actions to explore

UK study opportunities.

Target audience: prospective international students

Content: video/static to promote the UK as a study

destination and convert interest into applications

Channels: display advertising, search, programmatic,

native advertising, social media

Results:

36 million digital campaign actions

13 million completed video views

3.6 million unique visitors to campaign website

50,000 new newsletter subscribers

27,000 leads for UK higher education institutions

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NEW UNIVERSITY F INDER TOOL

Launched in September 2018,

the ‘University Finder’ is a new

functionality on the Study UK

campaign website. It allows visitors

to search for UK higher education

institutions by subject, level, and

institution type.

So far, it has generated more

than 27,000 leads.

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OUR SUITE OF MOOCs

“The “Prepare to Study and Live

in the UK” MOOC is an absolutely

fantastic help for our efforts to

convert applications and offers to

enrolments. We’ve been sending

all international applicants with

offers the (registration) link.’

Dr Bojana Petric, Head of Department,

Birkbeck, University of London

Prepare to study and live in the UK

◆ 10,000 plus new learners from 176 countries

A Guide for education agents and counsellors

◆ 6,500 plus participants over two runs

Career Advice for UK Alumni and Graduates

◆ finalising for launch in July 2019

◆ to support UK graduates and alumni

in finding and accessing employment

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OUR UK HEI MOOC CAMPAIGN

UK HEI MOOC campaign

◆ Featured more than 250 courses from

40 UK higher education institutions

◆ 85,000 new learners enrolled

◆ 50,000 free digital upgrades available,

giving participants unlimited access to

course materials

‘We noticed a definite increase in

students finishing the courses and

engaging fully with the content. (It)

gave our development team a boost

in course completions and

certificate sales.’

Carol Elston, Head of Digital Education

Services, University of Leeds

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STUDY UK ALUMNI AWARDS

Since 2015

◆ average global press coverage reach

of 100 plus million every year

◆ 500 plus finalists across three award categories

In 2019

◆ award ceremonies in ten countries

◆ 1,200 applicants from 100 plus countries,

representing 80 per cent of UK HEIs

◆ 100 plus alumni benefitted from professional

development opportunities

Sir Ciaran presenting the Global Alumni Award

for Social Impact to Baby Ruth Villarama.

‘Winning this award is definitely

a big boost in our individual

profile as future leaders.’

Baby Ruth Villarama,

Filmmaker from the Philippines,

Alumna of Birmingham City University

‘Having a global winner gave us the opportunity

to not only reconnect with our alumni, but also to

showcase the latest developments in the university

as well as exploring future collaborations.’

Cristina Feliz, Alumni Relations Manager,

City University of London

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IN-COUNTRY ACTIVITY

More than 100 events were delivered

in more than 40 countries, including:

◆ exhibitions

◆ roadshows

◆ subject showcases

◆ pre-departure briefings

◆ career fairs

◆ school visits

◆ agent tours

◆ counsellor training

Under the GREAT Scholarships campaign:

◆ 159 scholarships were provided

◆ 55 UK institutions were involved

▪ Glasgow School of Art, Liverpool John

Moores University, Nottingham Trent

University, Queen’s University Belfast,

Sheffield Hallam University, and more

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PRIORITIES FOR 2019–20

◆ always-on digital marketing

◆ creative refresh

◆ strategic development of alumni engagement

approach

◆ strategic development of agent/counsellors

engagement approach

◆ ‘employability’ as new theme and product

◆ deeper engagement with UK higher

education sector

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CURRENT SCHEDULE FOR 2019 –20

ACTIVITY TIME

‘Time to apply’ – digital advertising campaign May-June 2019

‘Awareness and consideration’ – digital advertising campaignJune-July 2019, September-December

2019, January-March 2020

‘Prepare to Study and Live in the UK’ MOOC July & November 2019

UK HEI MOOCs campaign October 2019-January 2020

Study UK scholarships promotion November 2019

Alumni Awards 2019 national ceremonies January-March 2020

‘Career Advice for UK Alumni and Graduates’ MOOCJuly-August & November-December

2019

‘A Guide for Education Agents and Counsellors’ MOOC July and November 2019