Request for advertising and marketing expenditure

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Dear University of Essex,

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,

Sakshi Kathuria

Freedom Of Information Requests, University of Essex

Dear Sakshi Kathuria,

Thank you for your enquiry dated 30 March, received by us on the same date concerning advertising and marketing expenditure here at the University of Essex.

Your request will be handled under the Freedom of Information Act 2000. We will, of course, endeavour to respond as soon as possible and within 20 working days (29 April 2021) but please note that due to the current circumstances there may be a delay in our response. In the event of any delay, we will, of course, keep you updated.

In the meantime if you have any questions about your request, please let me know.

Kind regards,

Katie Trafford
Freedom of Information Team
Innovation & Technology Solutions
University of Essex
Wivenhoe Park
Colchester
Essex
CO4 3SQ

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Freedom Of Information Requests, University of Essex

Dear Sakshi

 

Thank you for your enquiry dated 30^th March, received by us on the same
date concerning advertising and marketing expenditure here at the
University of Essex.  Your request is being handled under the Freedom of
Information Act 2000.  Please see our response below.

 

 1. What has been the total annual budget for marketing over the last 5
years (2017-2021)?

 

2017-2018 £518,684
2018-2019 £565,899
2019-2020 £667,376
2020-2021 £671,160

 

 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)?
It varies by year, but expenditure via third-party providers ranges
between 35% - 50% (which includes all media buying and associated
costs)

 

 3. What are the types of third party services used e.g. (managed
marketing services, content creators, self-service platforms) and how
is the expenditure distributed among them?
Only third-party service used within marketing is advertising agency.

 

 4. How much of the marketing budget is spent on digital advertising and
how much is spent on traditional advertising methods?
This varies by campaign and audience but on average would be 80/20
split.

 

 5. What is the segmentation of digital expenditure by channel (e.g. how
much is spent on Facebook ads, Google ads etc.) ?
Again this varies by campaign, but across all campaigns is estimated
to be 60% Google Adwords, 30% social and 10% other, ie print/OOH.

 

 

I hope you find this information useful but if you have any questions
about the data, please let me know.

 

Best wishes

Clare Chatfield, BA (Hons), PC.foi

Freedom of Information Team

Innovation & Technology Solutions

University of Essex

Wivenhoe Park

Colchester

Essex

CO4 3SQ

 

T +44 (0)1206 872285

E [1][University of Essex request email]

 

 

 

References

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