The Brief
RH were approached by the University of Liverpool to help promote its new and unique Thoroughbred Horseracing Industries MBA programme.
The THIMBA is the only masters-level qualification in the world to be delivered through an exclusive partnership with Britain’s Horserace Betting Levy Board and the British Horseracing Authority. It is a truly unique MBA programme designed especially for individuals wishing to develop high-level leadership and managerial skills specific to the horseracing industry.
Our ongoing work with the British Horseracing Authority, the UK’s governing body for the horseracing industry, and it’s training body Careers in Racing made us ideally placed to provide the University detailed audience insight and channels which would help drive recruitment for their programme.
Our Solution
RH reviewed our planning resources and identified targeting criteria for horseracing and sports management professionals. In consultation with the British Horseracing Authority, we also established how Careers in Racing data in CRM data could be harnessed to improve uptake of the THIMBA from individuals already working within horseracing.
From here we developed a recruitment strategy to increase awareness of the new THIMBA programme and drive interested leads to the University of Liverpool website.
Data-drive Social, Programmatic and Remarketing activity resulted in a 500% increase in web traffic for the programme and sustained growth in engagement with the course.
We have now worked with the University of Liverpool to deliver three cohorts on to the THIMBA programme.
