An integrated digital marketing and public relations campaign executed for Henley Business School (University of Reading) to expand its footprint and accelerate enrollment across Hong Kong and the wider Asia-Pacific region. The campaign focused on driving strategic awareness for Henley’s fast-track program offerings—specifically the Flexible Executive MBA—tailored for working executives in the region.
Our Scope of Work & Deliverables
We managed an end-to-end digital ecosystem and media strategy to bridge international academic excellence with localized regional demand:
- E-Marketing & Dedicated Website Architecture: Engineered and optimized Henley’s regional digital touchpoints, launching a dedicated Asia-focused web portal (
www.henley.asia) designed to streamline the enrollment pipeline and improve user journeys for prospective regional applicants. - Data Analytics & Performance Tracking: Implemented robust web analytics tracking to monitor traffic, user behavior, and top entrance pages, ensuring a data-driven approach to iterative marketing optimization.
- PR Strategy & Regional Media Placement: Drafted and distributed targeted press releases via major networks like PR Newswire, securing high-visibility syndication on premium regional financial portals including Sina Hong Kong Finance (
sina.com.hk). - Social Media & Microblogging Integration: Managed localized social media elements and microblogging distribution to maximize the campaign’s digital reach and engage professional networks online.
Campaign Impact
To establish a dominant digital presence for Henley Business School in the competitive Asia-Pacific executive education market, our agency deployed a synchronized PR and e-marketing matrix. By combining targeted media relations—headlined by executive insights from regional directors like Neil Logan—with localized digital infrastructure, we successfully amplified the launch of the Flexible Executive MBA program.
The centerpiece of the campaign, a dedicated regional website, was continuously optimized through meticulous traffic analysis and supported by prominent press placement on major news hubs like Sina Hong Kong. This comprehensive approach successfully positioned Henley as a premier, accessible choice for ambitious corporate professionals across the region.