Waking the sleeping giant: creating outstanding native content delivered via multiple channels to raise profile and course applications.

CJBS Insight – a rolling digital content programme

Cambridge Judge Business School was once described as a “sleeping giant” – neither as well-known or influential as it had the potential to be. As the business school of one of the world’s best universities with outstanding education provisions, research and faculty, CJBS had an urgent need to raise its institution’s profile and voice.

We won a competitive pitch against some big names to devise an online strategic content marketing programme delivered to the target audience via CJBS’s website, email and critically social media, particularly LinkedIn.

Our editors, writers and researchers did the leg-work: coming up with ideas, contacting academics, interview, writing and editing to deliver high–quality research-focused content that targets the School’s key audiences. And by handing the whole content production process to our expert team, CJBS freed up in-house time so it could focus on other priorities.

The results speak for themselves: content read rates were up four-fold and prominent supporters and alumni now feel engaged. We have had significant success in raising the national profile of the School through highlighting the work of its academics – many of our pieces are subsequently picked up by national newspapers and media. But perhaps most significantly, year-on-year applications for all of CJBS’s programmes are up, despite all other marketing activity – apart from the content programme – remaining static.

I’ve always felt that YBM are as much partners as suppliers, taking the time to educate us as clients about the nature of their work. In so doing they increase our skills and standards too.