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Targeted communications strategy and supporting assets for success

The brief

The University of Kent wanted to expand its Knowledge Transfer Partnership (KTP) programme by widening the pipeline of businesses joining the programme and growing the number of KTPs delivered.

The University contracted Allegory to deliver market and competitor analysis, update the key messaging, rewrite the University’s KTP webpages, create a campaign strategy with supporting evergreen content and a social media plan based on the new insights.

We found it extremely helpful working with Allegory, whose thorough research helped us better understand our key audiences and the various factors that drive them to engage with us. As well as delivering valuable insights, they equipped us with an arsenal of written and video content and a targeted communications strategy. This kick-started a transformation of our website, print materials and social media content with which we’ve already seen a notable increase in engagement. We are confident that this will continue to drive the uptake of our successful KTP programme and help us to help more companies.

Our response 

Allegory conducted research including a survey of companies participating in KTPs, 1:1 interviews with businesses eligible for the programme, and a comprehensive review of qualitative and quantitative data about KTP uptake, looking at the University of Kent and a sample of its competitors. We also worked with internal stakeholders to gain insight and challenge perceptions.

We analysed the digital and social channels of the University and three of its competitors to make informed recommendations on how to improve the University’s KTP visibility online and within social media channels. To support our recommendations we created and user-tested a new set of key messages for the business audience, and applied them to all the written and audio visual communications materials we created.

Based on the intelligence gathered we developed an external communications strategy and created content for the University to use; including three case studies and supporting videos. To aid support from internal stakeholders, we also used some of this content to create a slide deck for internal audiences.

The outcome

The research Allegory delivered enabled the University of Kent to better understand its primary audiences of businesses of varying sizes and locations. Our strategic advice and tactical campaign plan helped the University’s small KTP team feel more confident about their ability to deliver impactful communications, and achieve better engagement. 

We provided valuable ready-to-use content and guidelines to help the University move businesses along a behaviour change framework – from a starting point of little understanding of KTPs to increased awareness of the benefits, encouraging them to engage with the University and ultimately, commit to a KTP partnership.

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