All research, audit findings, and strategic documents from the Digital Marketing Strategy engagement in one place.
Research and intelligence reports covering who MRC's students are, what motivates them, and how the college is perceived online. These reports inform every recommendation in the website audit and strategy.
1,311 HND students across three academic years (2023–24 to 2025–26). Three-pipeline nationality analysis, recruitment source trends, demographic patterns, geographic concentration, and digital channel targeting framework.
Six data-driven personas across two tracks — adult learners (25–45) and UCAS-age (18–24). Each persona maps motivations, barriers, information needs, and the messaging that resonates with them.
15-platform audit of MRC's digital reputation. Google Business (609 reviews, 4.87 weighted average), social media, review sites, directory listings, TEF ratings, and competitor benchmarking.
Seven audit sections covering data, user journey, content, tracking, compliance, SEO, and copy quality — plus companion documents and a consolidated action plan.
Cover document with executive summary, report contents, RAG status overview, and explanation of how the documents fit together.
Open in Google Docs ↗Traffic baseline, conversion data, strategic alignment with the Digital Marketing Strategy, audience framework (Track A / Track B), and geographic zone model (Zone A–D).
Open in Google Docs ↗Navigation architecture, page speed and mobile experience, enquiry forms and calls to action, chat widget performance (4,814 opens, 5.6% served), and the end-to-end student journey from search to submission.
Open in Google Docs ↗Content sequencing (regulatory vs student-facing), messaging alignment to strategy principles (goal-first, local-first, confidence-building), social proof assets, content depth, and search visibility.
Open in Google Docs ↗GA4 and GTM configuration, conversion event setup, UTM capture at point of enquiry, cookie consent gating (PECR compliance), Google Ads conversion tag readiness, and the Meta Pixel.
Open in Google Docs ↗OfS/CMA obligations, GDPR/PECR compliance, accessibility regulations, marketing claims audit, Student Protection Plan, and the Accessibility Statement compliance.
Open in Google Docs ↗114 errors across 26 pages. Five systemic site-wide patterns including American English, missing articles, and copy-paste template errors. Three-phase remediation approach.
Open in Google Docs ↗Companion document. Title tags, meta descriptions, internal linking, content gaps, keyword landscape (hyper-local focus, Zone A and Zone B), technical SEO baseline, and recommended implementation work.
Open in Google Docs ↗27 annotated screenshots covering GA4 analytics, desktop and mobile website captures, PageSpeed results, and report excerpts. All evidence referenced throughout the audit sections above.
View Screenshots ↗46 actions across 5 phases (Phase 0–4), sequenced by dependency. Consolidates every finding from the audit sections above. Each action traced to a specific finding, assigned to a role, with effort estimates and resource requirements.
Open in Google Docs ↗The complete paid media toolkit — from strategic framework and budget modelling through competitor benchmarking to launch-ready implementation. Read in sequence for the full picture.
The strategy and validation layer. Defines the paid media objectives, channel roles, audience targeting approach, measurement framework, and how paid activity aligns to the overarching Digital Marketing Strategy.
DOCX · Google DocsThe numbers. Channel-level budget allocation, forecast enrolment volumes, cost-per-lead and cost-per-enrolment modelling, scenario analysis, and phased spend ramp across Google Ads and Meta.
XLSX · Google SheetsThe evidence. ICMP and SAE Institute paid search activity analysis, ad copy teardowns, keyword targeting patterns, estimated spend benchmarks, and competitive positioning insights to inform MRC's approach.
DOCX · Google DocsThe implementation. Step-by-step setup for Google Ads and Meta campaigns, account structure, campaign settings, ad copy templates, audience configuration, conversion tracking, and launch checklist.
DOCX · Google DocsThe governing document for all project activity. All audit findings and recommendations align to this strategy.
The overarching strategy covering student recruitment, brand positioning, channel mix, geographic targeting, and the transition from agent-dependent to direct-led recruitment. Sets the direction that the website audit, research, and all implementation work delivers against.
Open in Google Docs ↗