Oxford Brookes University takes back control of their brand in China
Oxford Brookes University is a modern university based in the city of Oxford, in the South-East of the United Kingdom. They pride themselves on providing courses that prepare their students for the real world. We spoke to Oxford Brookes University’s Global Marketing Manager, Annie Leyman about the issues they were experiencing in China and how they found the solution in Sinorbis.
“What we've struggled with since I joined Oxford Brookes University is our digital presence more than anything,” said Annie Leyman, “We're quite a small team, so we didn't have a huge amount of resources on the ground. Therefore, we needed to really look at building our brand digitally and we hadn't really been doing that before. We'd been focusing much more on traditional marketing.”
“So, we were looking for some solution and that's where we found Sinorbis, that really resolved a lot of those issues,” said Leyman. “We worked with Sinorbis to set up our new and improved Chinese website. They helped from the start with the setup, translation of the content and the inquiry management.”
Oxford Brookes needed a CMS system that allowed teams across the UK and China to use it. “People who weren’t necessarily speaking Chinese were able to use it and update content, making sure that our brand was up to date and on track at all times,” said Leyman.
Results
According to Leyman, the new website allowed them to invest in other digital marketing channels such as search engine advertising, and they even recruited a new marketing officer based in China to oversee the management of the platform, working with Leyman and the team in Oxford.
Benefits
“For us, China is still a high priority market and we will continue to work with Sinorbis and develop a digital presence in that country,” said Leyman, “The Sinorbis platform is extremely intuitive and easy to use," said Leyman. Oxford Brookes has teams in the UK and China, who can access the website via the platform to make changes, allowing them to be more flexible and take full ownership of their Chinese website.
“We’ve got much more flexibility and ownership over our own content.”
- Annie Leyman, Oxford Brookes University
Leyman also finds the reporting fantastic as it provides them great insights on how their content is performing, and how to make changes to optimise their content.
