Increasing engagement

The University of Liverpool

2,243
plus
Interactions
1.5%
person
Leads generated by content

The Power of Personalisation

About The University of Liverpool

The University of Liverpool, a proud member of the Russell Group, is one of the top UK universities. Established in 1881, it has a vibrant student body of over 33,000 students. Known for its cutting-edge research and innovation, the university has made significant contributions across various fields, maintaining its reputation as a leading educational institution throughout its long history.

The Challenge

Recognising how crucial it is for prospective students to get a real feel for student life, the University of Liverpool needed a platform to capture and share content generated by their student ambassadors. The aim was to amplify this content across their marketing channels and social media platforms, maximising the impact of the student voice.

The team at the University of Liverpool found that their previous peer-to-peer platform didn’t quite make their ambassador content shine, and looked for alternative solutions that would allow them to boost their content generation efforts across channels, showcasing the unique nature of their institution. 

 

 

outside building

Solution

Enter The Ambassador Platform (TAP), which ticked all their boxes. After comparing its features with their previous provider, the University of Liverpool found TAP to be a perfect fit for their brand and marketing strategy. TAP allowed them to spread ambassador-generated content widely, in pictures, videos, and written form.

The team showed great initiative by running their own in-house content creation training alongside TAP's one-hour ambassador training session. Their student ambassadors quickly got the hang of creating eye-catching content.
 

  • Handy tagging system - customises and tailors content campaigns to each student.
  • Content groups - facilitates successful collaboration, making ambassadors feel part of a community.
  • Reporting tools - monitors engagement and keeps the team in the loop.

A cool way to use content

We know that being exposed to authentic content that’s relevant to a future student’s background can make the prospect of studying at a particular university “click” in a way that didn’t before. The University of Liverpool truly mastered the magic of targeted campaigns by taking full advantage of TAP’s universal customisation tools to tailor the TAP Feed to different audiences - for example, by tagging ambassadors by regions or countries, such as “China”, “India” or “Africa”.

Their approach to working with ambassadors has been completely collaborative, and involved creating Content Groups (small content creation communities), scheduling the content in advance to match with their marketing plan, and analysing engagement - all through the Admin Dashboard.

See Liverpool through their students' own content


Watch 'This is our Liverpool'

The Results

The results came through quickly. The University of Liverpool’s website now features a lively and engaging TAP Feed, full of content, ambassador profiles, and opportunities for prospective students to connect. In just four months, student-generated content led to 2,243 interactions, making up 1.5% of all prospect registrations. The high-quality content created by current students significantly boosted engagement and interest among prospective students.

By adopting TAP, the University of Liverpool has effectively showcased what makes them unique, providing a genuine and compelling glimpse into student life that helps prospective students make confident decisions about their education.

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