DOMINATING GLOBAL NEWS AND SOCIAL MEDIA
Grow the global impact and online traffic-driving power of the World University Rankings.
Times Higher Education
World University Rankings
- 6,000+ media articles
- 750% increase in media coverage
- 150% increase in online traffic
Twelve times per year, the Times Higher Education World University Rankings, an assessment of 1500 global universities according to their missions, dominates the news. Over a period of four years, we built intelligence and structure into global media relationships. We gained crucial insight into what the media values, namely data segmentation and localised insight.
We turned a generic news release into a high-impact monthly data release, generating an order of magnitude more media interest, simply by providing the data in a more consumable format.
Our most exciting innovation was coding the automatic generation of branded social media content, in order to leverage universities’ owned media activity. In a first for the editorial team, we produced over 14,000 individualised data cards drawn directly from the core database — no human writing or sub-editing required.
The student audience was a source of growth for Times Higher Education. Public relations used complex digital automation to exploit the universities’ strong student communities, driving traffic to analytics tools used by millions of potential students.
Driven by an insight — that university rankings stories are among the best-read in any quality news publication — we adopted a strategy of being data-led and providing regular media updates to publishers worldwide. Less hard sell, more smart sell.