Creativity is the lifeblood of brands but to keep that lifeblood rich and flowing, we need to measure it. Measurement sets a standard, pinpoints success and identifies areas for improvement. And yet continuous brand measurement or tracking is often treated as due diligence, data for KPI reporting or for performance related bonuses.
Yet done properly, with insight and vision, brand tracking can highlight opportunities for improvement and will even pay for itself. A brilliant example of this is how our brand tracking, for The Open University, delivered a return on investment to the tune of £164k, which not only paid for the programme but delivered extra revenue as well.
The Journey Begins: A Strategic Overhaul
The story begins in 2019 when OU embarked on a mission to refresh its brand to ensure it remained relevant for the next decade. This involved a comprehensive brand audit and the development of a new brand strategy aligned with the university's vision and goals. The audit included extensive research on how the brand was perceived by various stakeholders, including potential students, current students, alumni, employers, and academic researchers
In 2020, despite the challenges posed by the pandemic, OU relaunched its brand tracking programme in collaboration with The Nursery Research and Planning. This partnership was crucial in ensuring that the brand tracking surveys were tailored to the university's strategic objectives and measured the right metrics.
The Launch of 'The Future is Open'
In June 2022, OU launched its new brand platform, 'The Future is Open,' accompanied by a multi-channel student recruitment campaign developed by Havas London. A key component of this campaign was a new TV advertisement aimed at increasing brand awareness and consideration among potential students
To measure the effectiveness of this campaign, The Nursery included ad awareness within OU's Potential Students Brand Tracker. This online survey sampled 100 adults weekly who were considering higher education study in the next five years. The survey used de-branded stills of the TV ad to assess whether respondents had seen the ad and could correctly attribute it to OU.
Measuring Success: The Importance of Getting the Basics Right
The initial results from the brand tracker in the second half of 2022 indicated that branding levels were in line with benchmarks but could be improved. The Nursery recommended continuing to monitor the campaign, and branding levels did improve, but not as much as expected. In March 2023, The Nursery advised that the ad needed enhancements to improve brand attribution.
Working closely with Havas London, The Nursery, and OU's Insight Team, the necessary tweaks were made to the TV ad. These changes included adding a voiceover and the OU logo in the first few seconds, as well as incorporating the brand and tagline in the new voiceover and end-frame.
These seemingly small adjustments had a significant impact.
Impressive Results and ROI
By the end of 2023, correct brand attribution had improved from 42% to 53%, a remarkable 26% increase. This improvement was not just a vanity metric; it had tangible financial benefits. OU's media agency estimated that replicating this increase in brand attribution through additional TV advertising would have cost an additional £164,000. This ROI more than covered the cost of the Potential Students Brand Tracker for an entire year.
Moreover, the increased brand attribution positively impacted brand consideration and, ultimately, student registrations, contributing to a revenue uplift for OU.. This case study underscores the importance of getting the fundamentals right in brand tracking and the value of strong partnerships between research, creative, and media agencies.
Conclusion
The Open University's brand tracking initiative is a testament to the power of strategic planning, collaboration, and continuous improvement. By aligning their research objectives with their brand strategy and making data-driven decisions, OU not only enhanced its brand presence but also achieved a significant ROI.
The Nursery’s expertise covers the full range of the planning cycle from Market Understanding, Segmentation, Proposition Development, Creative Development, Campaign Evaluation and brand and experience Tracking.
As pioneers in brand research, get in touch to find out more about how we can help achieve your research goals at hello@the-nursery.net