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Non-profit, public sector & education

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Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

Research Paper • Louise Spry and Christopher Pich, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 177-200

This article focuses on assessing the capabilities of projective techniques, in gaining a deeper insight into complex university corporate brands.

National Education Association: Educators for Joe

Case Study • SABRE Awards, Diamond, North America, 2021

The National Education Association (NEA), a labour union, launched a digital campaign to educate its members about the benefits of a Biden presidency in the US for the NEA.

Penn State: Mask Up or Pack Up – Penn State's Response to the COVID-19 Pandemic

Case Study • SABRE Awards, Gold, North America, 2021

Penn State, a university in Pennsylvania, encouraged its staff and students to follow COVID-19 protocols by launching a campaign through digital and print that reminded them to wear their face masks or risk being sent home.

Elidor: X Udemy

Case Study • MMA Smarties, Silver, EMEA, 2020

Elidor, a haircare brand, positioned itself as a brand that contributes positively to society and cares about women's development in Turkey by collaborating with an online education platform.

Regent Park School of Music: Parkscapes

Rankings • WARC Creative 100, 2021

Regent Park School of Music, a provider of music education, created a new cycle of fundraising in Canada by targeting its original music to fellow musicians.

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Brand in action: How Monash University is taking personalisation-at-scale to the next level

Opinion • WARC, January 2021

The onset of the COVID-19 pandemic saw Monash University move swiftly toward delivering its courses and brand communications via online platforms and channels. CMO Fabian Marrone speaks to WARC about how data is at the core of the university’s larger mission to build out a highly personalised, yet integrated digital brand experience that is driven by compelling content.

D&AD: Masterclassics

Case Study • DMA (UK), Silver, 2020

D&AD, an educational organisation that promotes excellence in design and advertising, reached senior creative leaders in the UK by sending a torn-out page of their work to highlight where their hard work begins and ends up.

Education should be the new brand focus

Opinion • Sam Mercer, December 2020

During the pandemic, digital-first living has been accommodated in many situations, but schools have had to overcome some of the greatest challenges. Sam Mercer makes the case for greater brand involvement in education.

City and Guilds Group: Driving action to build brand loyalty

Research Paper • MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020

City and Guilds (C&G) Group, a leader in skills development, revitalised its programme and provided new insights to shape business actions and drive change.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

India, Education advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the education sector in India since 2013.

73% of marketers to spend more on influencers over next year

Data • Rob Clapp, WARC Data Points, October 2020

An overview of influencer marketing plans over the next 12 months in Germany, the UK and the US.

Japan, Education/Medical Services/Religion advertising spend by medium

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of advertising spend by medium in the education/medical services/religion sector in Japan since 2008.

Japan, Government & Non-Profit advertising spend by medium

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of advertising spend by medium in the government& non-profit sector in Japan since 2008.

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the average conversion rates of podcast advertising.

Japan, Government/Charity advertising spend by medium

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of advertising spend by medium in the government/charity sector in Japan since 2008.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

Health apps saw rapid uptake in Q2

Data • Rob Clapp, WARC Data Points, September 2020

An overview of changes in global mobile app downloads, daily active users and average session length during the coronavirus (COVID-19) outbreak.

Singapore University of Technology and Design: Inspiring Tomorrow's STEM Superheroines

Case Study • Mei Kuan Chin, Adrian Adshade, WARC Awards for Asian Strategy, Entrant, 2020

Singapore University of Technology and Design (SUTD) called upon superheroines to increase take-up of its STEM courses among female students.

PHINMA Education: An Anthem For Dreamers

Case Study • Victor Cajoles, WARC Awards for Asian Strategy, Entrant, 2020

College provider PHINMA Education created a campaign based on a song with a local rap artist and increased freshman enrolment and grew revenue and relevance in the Philippines.

Nexus International School (Singapore): We Love Mistakes

Case Study • Monique Retief, WARC Awards for Asian Strategy, Entrant, 2020

Education provider Nexus International School targeted expat parents with a digital and outdoor campaign based on a love of mistakes, to increase student numbers in Singapore.

Early Childhood Development Agency Singapore: Shape Our Tomorrow

Case Study • Frederick Tong, WARC Awards for Asian Strategy, Entrant, 2020

The Early Childhood Development Agency, which manages the early childhood education sector in Singapore, launched a multichannel campaign to improve the image of preschool education as a career choice and encourage applicants.

Singapore University of Technology and Design: Challenging University Giants by Reimagining the Future

Case Study • Daniel Asplund, Adrian Adshade, WARC Awards for Asian Strategy, Entrant, 2020

Singapore University of Technology and Design (SUTD) tapped in to the power of ambition to change public perceptions of engineering and technology and encourage high-flying students to sign up to its courses.

Influencer endorsements fail to influence purchase decisions

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2020

An overview of purchase drivers and planned purchases of UK and US consumers who follow influencers on social media.

The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.