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Request for advertising and marketing expenditure

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Dear Glasgow Caledonian 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.

Yours faithfully,

Isha Gupta

Freedom of Information Enquiries,

Dear Ms Gupta

The University acknowledges receipt of your request and will get back to you as soon as possible.

The Freedom of Information Team will contact you if we require any further information.

Yours sincerely,

Lynsey Green
Information Compliance Officer | Department of Governance
Glasgow Caledonian University, Cowcaddens Road, Glasgow, G4 0BA,Scotland, United Kingdom

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Freedom of Information Enquiries,

2 Attachments

Dear Mr Gupta
I refer to your request for information below.

The University’s response is provided from information held within our Department of Marketing, Recruitment and Admissions and relates to paid marketing used for the purpose of recruiting students to the University.

1.What has been the total annual budget for marketing over the last 5 years (2017-2021)? –
The attached spreadsheet provides the total Marketing budget per year.

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)?
The attached spreadsheet provides the breakdown of expenditure for each year showing the details for in-house and third party providers.

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?
The majority of our content is created in house. The University uses managed marketing services and self-service platforms. The breakdown of expenditure is provided in the attached spreadsheet.

4.How much of the marketing budget is spent on digital advertising and how much is spent on traditional advertising methods?
The majority of our advertising is through digital media however we have worked with some traditional print and outdoor advertising. The breakdown of expenditure is provided in the attached spreadsheet.

5.What is the segmentation of digital expenditure by channel (e.g. how much is spent on Facebook ads, Google ads etc.) ?
The majority of spend has been through Google, Programmatic and Facebook. Other channels include Linkedin, Instagram, Snapchat, YouTube, and Chinese social media. The breakdown of expenditure is provided in the attached spreadsheet.

Please find attached a review notice setting out the steps you may take if you are not satisfied with the response provided to your request. If there are any questions in relation to this request, please contact the University at [email address]

Yours sincerely
Hazel Lauder

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We don't know whether the most recent response to this request contains information or not – if you are Isha Gupta please sign in and let everyone know.