Advertising and marketing expenditure
Dear Royal Conservatoire of Scotland,
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.
Yours faithfully,
Surbhi Saxena
Please reply on the following email address: [email address]
Dear Surbhi Saxena,
Thank-you for your request, received by the Royal Conservatoire of
Scotland. Please find our response as follows:
1. What has been the total annual budget for marketing over the
last 5 years (2017-2021)? £959,011
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)? Approx 60%
through agencies such as website and marketing agencies – this includes
hosting and maintenance fees.
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?
Types of third party services used include website developers, marketing
and design agencies, printers and print distribution services, videography
and photography. Expenditure is distributed according to project need and
therefore varies on a project to project basis.
4. How much of the marketing budget is spent on digital
advertising and how much is spent on traditional advertising methods?
Based on projections for this budget year, 20% will be traditional
activity (e.g. print) and 42% invested in digital activity (including
advertising, social and website platforms)
5. What is the segmentation of digital expenditure by channel
(e.g. how much is spent on Facebook ads, Google ads etc.) ?
Projections for this budget year show there is a 50% split between Google
ads and Social media ads.
I do hope this satisfies your request in full, but please do let us know
if we can offer any further assistance.
Yours sincerely,
Caroline Cochrane
Head of Information Services
[email address]
[1][IMG]
Please continue to keep our community safe and be Covid considerate. You
can [2]read more about how we’re supporting our students and staff at this
time.
There’s never been a more challenging time for the performing arts. You
can support the artists of the future by donating to the [3]RCS
Scholarship Fund.
If you are not satisfied with the way in which your request has been dealt
with, you are entitled, in the first instance, to request a review of the
decision made by Royal Conservatoire of Scotland. Should you wish to
request such a review, please write to me within 40 working days of
receiving this response. If, after having been informed of the review
panel’s decision, you are still not satisfied, you are then entitled to
appeal to the Scottish Information Commissioner. Contact details are:
Office of the Scottish Information Commissioner, Kinburn Castle,
Doubledykes Road, St Andrews, Fife, KY16 9DS, telephone 01334 464 610.
Direct appeals can be made on the Commissioner online appeals service at:
[4]www.itspublicknowledge.info/Appeal
We work to defend the right to FOI for everyone
Help us protect your right to hold public authorities to account. Donate and support our work.
Donate Now