Advertising and marketing expenditure
Dear Manchester Metropolitan University,
I am writing to make an open government request for all the information to which I am entitled under the Freedom of Information Act 2000.
Please could you provide a breakdown of advertising and marketing expenditure by line item. If this could be submitted as an excel that would be much appreciate. Ideally this would cover the following questions:
1. What has been the total annual budget for marketing over the last 5 years (2017-2021)?
2. How much of the marketing budget is spent on in-house marketing and how much is spent on 3rd party providers (e.g. Agencies)?
3. What are they types of third party services used e.g. (managed marketing services, content creators, self-service platforms) and how is the expenditure distributed among them?
4. How much of the marketing budget is spent on digital advertising and how much is spent on traditional advertising methods?
5. What is the segmentation of digital expenditure by channel (e.g. how much is spent on Facebook ads, Google ads etc.) ?
If this request is too wide or unclear, I would be grateful if you could contact me. If any of this information is already in the public domain, please can you direct me to it, with page references and URLs if necessary.
I understand that you are required to respond to my request within the 20 working days after you receive this letter. I would be grateful if you could confirm in writing that you have received this request.
I look forward to hearing from you.
Please reply on the following email address: [email address]
Thank you for your email.
The University aims to respond to all Freedom of Information requests
within 20 working days of receipt. If this is not possible, we will
contact you within 20 working days to explain why and will provide you
with an alternative response date.
The 20 working day timescale under the Act excludes weekends and all UK
Because of the current pandemic and social distancing measures, there may
be some delays in responding at this time. We will do our best to keep
you updated and can assure you that FOI compliance continues to be a
priority for the University.
[Manchester Metropolitan University request email]
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Please accept our apologies for the delay in our response. We are unable
to provide the specific information you have requested because the
University does not monitor or record the information in the way you have
specified. We do not calculate an exact figure representing Marketing
spend per year, due to such activities being undertaken across numerous
departments whose budgets include elements not directly related to
marketing of the university such as recruitment, events etc.
Additionally, due to organisational structure changes over the past five
years the main Marketing Department has itself been absorbed within other
Departments which means it is not possible to easily extract only the
We have a mixed delivery model with activities split between in-house
delivery and some third party support, in the form of agencies and also
individual contractors. These include services such as content creation
(copywriting, video and photography), media buying, digital services such
as UX, strategic marketing services and print.
As an indication of the volume of spend, within the Marketing Department
the figures below indicate the breakdown of spend on third party services
in the years requested:
2016/17 - 393,442.29
2017/18 - 423,560.61
2018/19 - 311,147.93
2019/20 - 229,005.14
Specifically regarding digital marketing we use a range of channels
including Google Search, Paid Social (Facebook, Instagram, Snapchat) and
Google Display network. It is not possible to provide a breakdown of
digital expenditure by channel due to the way expenditure is reported.
If you are dissatisfied with this response and wish to appeal our
decision, please write to [Manchester Metropolitan University request email] giving your reasons for
appealing. You must appeal within 40 working days of the date of this
email. Under s5.3 of the Freedom of Information Act Code of Practice, we
are not obliged to accept appeals/internal reviews after this date. You
also have a subsequent right of appeal to the Information Commissioner’s
Office (ICO), see their website at: https://ico.org.uk for more
Michelle Gretton | Senior Information Governance Officer
Legal Services | Manchester Metropolitan University
Email: [Manchester Metropolitan University request email]
All Saints Building | Oxford Road | Manchester | M15 6BH | United Kingdom
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