Teesside University

Background

Teesside University is a business-facing ‘red brick’ university with its main campus in Middlesbrough. In 2009, it became the first modern university to win The Times Higher University of the Year award and in 2013 it received The Queen’s Anniversary Prize for outstanding work in the field of enterprise and business engagement. The majority of its income is derived from student fees. The University has an award-winning Department of Academic Enterprise which is responsible for engaging with businesses and subsequently generating a multi-million pound revenue stream.

Project

Real Results Marketing was successful in winning the tender to help develop the University’s business engagement strategy and implement certain tactical marketing activities. This included market research, sales and event management.

Approach

We conducted scope, research and inception meetings with the client.

Initially, we conducted market research which informed our strategic plan. The research was part telephone-based and part face-to-face interview. The sample was filtered from the Real Results Marketing database as well as the University’s customer relations management system.

We needed to position Teesside University as the key support organisation for successful, regional, high-growth businesses. Real Results Marketing identified the most effective way to engage businesses was a ‘top down’ approach. As a result, we planned and implemented a series of private dinners for the Vice-Chancellor, his immediate deputies and key regional businesses such as Hitachi Rail and De La Rue, the world's largest commercial banknote printer and passport manufacturer, as well as key business stakeholders such as leaders of the local enterprise partnerships (LEPs).

We also devised and implemented ‘The Business Exchange’, a branded, multi-disciplinary, cross-sector series of networking / lecture based events. We attracted speakers such as Jo Fairley of Green & Black’s Organic, and Don Randall, Chief Information Security Officer for the Bank of England.

Real Results Marketing liaised with regional business media to promote the public events.

We carried out market research after each event to further develop the tactical activities.

Results

The University dramatically increased its profile, developed and strengthened its brand for key target markets. In addition, the University established links with key regional organisations it had been unable to make contact with. Strategic alliances have been formed resulting in large joint University/industry projects such as the UK’s first subsea training facility. Six figure revenues from resultant projects and partnerships ensued.

Services

• Market research
• Strategic planning
• Tactical planning
• Event Management
• Branding
• Design
• Sales
• Public relations