case study: Cambridge Trust
Opening up world-class education to global leaders of the future
Sectors: Education, Charity
The client
The Cambridge Commonwealth, European & International Trust is a charitable trust which works closely with the University of Cambridge.
They award approximately 500 scholarships annually and supports between 1,100 and 1,400 students in residence each year from 85 countries across the world.
During its forty-year history of offering scholarships at the University of Cambridge, the Trust has awarded a total of more than 20,000 scholarships to students from around the world, so many of whom could previously only dream of studying somewhere like Cambridge.
The services
Strategic support
Video
Photography
Organic and paid social media campaigns
Training
The numbers
300 hours of consultancy a year
6 paid social media campaigns
1 showcase video
1 video series: Faces, Voices, Stories
50+ video clips for social media
Video and consultancy support on 5+ events
People filmed: Dozens of students and staff; 1 Archbishop; 1 member of the British Royal Family
215k users to the website each year, with 325 sessions
6k clicks from YouTube to website from video a year
The challenge
Historically, the Trust's communication presence was built around beautiful, printed documents and live events. There was a need to develop the online presence to make the most of their extensive network of alumni and remove obstacles in reaching fresh audiences.
The goal was to engage past, present, and future alumni in the Trust’s work, opening up opportunities to study at this world-class University to brilliant students around the world.
The approach
We have worked in partnership with the marketing team at Cambridge Trust since 2018, focusing on strategic monthly support and effective content creation.
Strategic support
Developing an end-to-end social media strategy, offering support in implementation, and reporting monthly on results.
Training
From social media skills to speaker workshops on how to look great on camera.
Paid and organic social media campaigns
Of critical importance during the pandemic, enabling us to reach international students and extend the opportunities of studying at Cambridge to a global audience.
We have largely focused on Facebook, with visually appealing graphics and boosted video content.
Virtual events support
Taking prestigious events online and ensuring they ran smoothly despite the challenges of the pandemic.
This included the New Scholars Welcome Event, attended by 500 people around the world, and a more intimate private event hosted by Dr Rowan Williams with students from Syria, India and Afghanistan who had taken his scholarship.
Video content
Archbishop of Canterbury Dr Rowan Williams introducing his new humanitarian scholarship
Faces, Voices, Stories series, highlighting student journeys to Cambridge
The Cambridge Trust's Annual Event - A Digital Affair
Cambridge Trust intro video
HRH Prince of Wales visit
The results
Our work with the Cambridge Trust has delivered an impact in three major ways:
Enhanced profile
Moving from print and in-person events as a means of communication towards a much more contemporary approach using video, enhanced social media and the latest digital techniques.
Boosted skills and confidence
The team are now adept at using social media, and taking prestigious events online with our support. They're even sharing our tips on looking great on camera with friends and family!
Increased reach
The Facebook page has grown from pretty much zero when we first started working together to close to 150k people. Paid campaigns extend this reach and help spread the word to students everywhere from big cities to remote villages in India, Ghana and Syria.
We're proud to use our digital expertise to enhance the work of the Trust, enabling students worldwide to be part of this incredible academic institution to the benefit of themselves and society.
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Their expertise, enthusiasm and support throughout the process was impressive, as have been the results!
Working with Sookio has been an absolute pleasure.
The team took time to understand the Trust, its business and its aims, before producing a tailor-made strategy for implementation.
Their expertise, enthusiasm and support, particularly from their digital strategist, throughout the process was impressive, as have been the results!
I would have no hesitation in recommending them for digital marketing support.
Communications Manager, Cambridge Trust