Hong Kong Baptist University
Building regional reputation for an education institution
Profiling the research excellence of HKBU through a sustained integrated communications programme for Hong Kong Baptist University (HKBU) Research Office (RO)
Challenge
Establish HKBU Research Office and Business School as a pioneering research hub in Asia by expanding exposure to international communities, allowing the client to facilitate student recruitment and talent acquisition.
Approach
Launched HKBU RO’s LinkedIn page and drove follower acquisition and post engagement through creation of content showcasing latest research output, thought leadership and university events. Developed thought leadership content aimed at positioning HKBU as a prominent authority in the region's research landscape.
Outcomes
- Built a strong reputation for HKBU’s RO as a top-notch Asian research hub.
- Gained 2,240+ followers in under 12 months, following the launch of the LinkedIn account with 40% of the new followers coming from the education industry.
- Through a balance of organic and paid efforts on LinkedIn, 183,197+ accounts were reached on average per month, with posts receiving 379+ average monthly engagement.
- Generated 168+ items of media coverage across business, education and general news media, increasing awareness about HKBU professors and researchers’ achievements and HKBU’s participation in major industry events.
