Teesside University case study: 608% ROI from employer engagement
durhamlane’s outbound employer engagement campaign generated 96 sales-qualified opportunities and £656,000 in revenue for Teesside University Business School; a 608% return on investment over 210 resource days. The engagement expanded to a second school within the university.
Teesside University Business School (TUBS) is an industry-facing business school with a rich and deeply embedded culture of innovation and enterprise.
INDUSTRY
Higher education
TIME
7 months
BUSINESS SIZE
Enterprise
TUBS needed learners for the September 2020 intakes of their Chartered Manager Degree Apprenticeship (CMDA) and Senior Leader Master’s Degree Apprenticeship (SLMDA) qualifications.
Employer engagement is how universities build commercial relationships with businesses, and for degree apprenticeships, it’s effectively B2B sales: the buyer is an employer choosing to develop their people, not a student choosing a course. Here the market was doubly constrained: prospects had to be within travelling distance of campus, and the pandemic had put the business leaders being approached under enormous pressure. Every conversation demanded empathy and sensitivity, delivered with genuine authority on the subject matter.
To take advantage of the four continuous intake opportunities throughout the year, we developed a strategic outbound employer engagement campaign focused on the long term; three days of delivery per week, with relationship building and nurturing at its core.
When a university outsources, the common reservation is how the brand will be represented, with regional reputation critical. Prospects who progressed to opportunities complimented the approach of our delivery team.
That trust compounded. Off the back of the initial engagement, our scope expanded to include the university’s School of Computing, Engineering & Digital Technologies.
“durhamlane have become a valued partner to Teesside University Business School. Their impressive team works in a highly professional manner, is always transparent on progress and works seamlessly with University staff to achieve our employer engagement aims.”
Carl Thom
Business Relationships Manager, Teesside University
The outcome: 96 opportunities, £656K revenue, 608% ROI
96
sales-qualified opportunities
£656,000
revenue generated
608%
return on investment
Over 7 months, durhamlane produced 96 qualified opportunities for Teesside University Business School, generating £656,000 in revenue and a 608% return on investment. For a campaign that had to protect a university’s reputation while selling through a pandemic, the expansion into a second school is excellent validation of our SDR capabilities.
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