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Request for advertising and marketing expenditure

Rohit Somani made this Freedom of Information request to Royal College of Art

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Dear Royal College of Art,

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,

Rohit Somani

ILTS, Royal College of Art

Dear Rohit Somani,
Thank you for submitting a request for information to the Royal College of
Art, which was received on 30 March 2021. We will process this request
under FOIA, and respond within 20 working days of the date of receipt.
Kind regards,
The FOI Team
Royal College of Art

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ILTS, Royal College of Art

Dear Rohit Somani,
On 30 March 2021 you submitted the following request for information under
FOIA 2000 to the Royal College of Art:

 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.) ?

We are unable to disclose this information because it relates to the
College’s recruitment strategy, and given that tuition fees form the bulk
of College income, disclosure would prejudice the university’s commercial
interests. We are therefore treating this information as exempt under
section 43(2) of the Freedom of Information Act 2000 (“prejudice to
commercial interests”), and this email serves as a refusal notice.

If you are unhappy with the way your request has been handled, you may
make a complaint by writing to me within two calendar months of the date
of this response. Your complaint will be considered by an adjudicator who
was not involved in the original consideration of your request.

 

If you are not content with the outcome of your complaint, you may then
contact the Information Commissioner’s Office: Information Commissioner,
Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF.

Kind regards,

The FOI Team

Royal College of Art

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