Elsevier

Summary

We helped Elsevier* engage students by creating an updated Student Ambassador Programme of 120 proactive members, which was instrumental in increasing product usage and brand trust amongst the wider medical student community. 

The Problem

Elsevier were struggling to engage with medical students as messages were outdated and not resonating. There was a climate of suspicion and mistrust of big brands by lecturers and librarians. Creating an authentic and strong bond with the medical student community was therefore difficult.

What we did

We carried out research with a number of medical student reps to really understand what they wanted to hear about and how they wanted to hear it. We used this fantastic intel to create a new student ambassador programme. A network of students in each university to be our active advocates; share our stories; build relationships with their own network of peers. Ambassadors were rewarded (via a loyalty app) and given the opportunity to contribute to journal articles and research groups which would boost their CV.

We built the programme with scale in mind so it could include any number of students for a global roll out amongst EMEA colleagues, enabling product and internal marketing teams to focus on wider workloads.

How it worked

Creating this authentic influencer network allowed us to gain direct access to the wider student community, circumnavigating any blocking of key messages. Brand awareness and trust increased exponentially (evidenced by social engagement), reflected in Net Promoter Score results, and ultimately product usage. The Elsevier Education team were delighted with the results and it continues to be an important channel.

*This was during our time as Elsevier FTEs, not in the capacity of Terrier Marketing, albeit completely under our responsibility and ownership.

Have a read of some of our other work:

“Terrier Marketing developed and executed a clear plan to reach our target audience and exceeded both our acquisition and lead generation targets”

Edge Retreats

“They clearly had a genuine desire to work with me on this project, which made working with them both profitable and enjoyable."

Harry Sherrard

“...it wasn’t a small feat and they executed the job brilliantly.. ...I can confidently say the reception from our sales teams has been great…”

McGraw-Hill Education

"They worked tirelessly and enthusiastically throughout"

MyPocketSkill

“Susan and Andrea are a great combination - our collaboration was an important factor in the major decisions I have made regarding the direction of the business.”

Jonathan Bradshaw - Meetology

If you want tenacity, loyalty and for us to become your brand’s best friend - we’d be happy as a butchers dog to hear from you!

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