Digital Campaign for Regent College London: A Consulting Report

This report details a consulting project focused on Regent College London's need to implement a digital campaign to improve student engagement and brand promotion. The report begins by outlining the college's challenges, including difficulties in data analysis, attracting potential students, and differentiating itself from competitors. It then presents research findings, including primary research via questionnaires to university teachers and secondary research from existing literature. The research identifies key issues such as insufficient use of technology, a need for improved data analysis, and the importance of attracting students. The proposed solutions include leveraging information technology for better data management, upgrading technology, enhancing student satisfaction, and innovating existing services. The report concludes with an overview of project handover and offers recommendations for successful implementation of the digital campaign. The report is a comprehensive analysis of the college's needs and provides actionable strategies for improving its digital presence and student engagement.

CONSULTING IN
PRACTICE - CAMPAIGN
FOR REGENT
COLLEGE

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Problem Statement......................................................................................................................1
Research......................................................................................................................................2
Solution ......................................................................................................................................8
Outcome....................................................................................................................................10
Handover...................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Project management is the procedure of directing the work of group of people or team
members in order to achieve project goals within the given confinement. The complete
information is described in detailed manner within the project documentation that has been
created at the beginning of the improvement operation (San Cristóbal, 2017). Project
management skills are the kind of abilities that a person required in order to effectively
coordinate the project from its initial terms till end. This report is about the Regent College
London who wants to adopt digitization facilities with a campaign in which technology and
system infrastructure change will be their part of strategies. In order to fulfil the requirements,
this report will highlight the concept of problems that has been faced by the firm, research along
with its solutions will be explained. Apart from this, final outcome and complete project
handover of the final project will also be explained within this study.
MAIN BODY
Problem Statement
Regent group London is a college which offers academic facilities to the students of all
ages from across the world with an average age range of 18 to 35 years. The major aim of the
establishment is to provide supporting learning environment that enables their students to
interact, share stories and support each other within collective community. They offered courses
that are designed in order to improve students employability and enhance their career options.
University have five thriving campuses in Wembley, Kingsbury, Southall, London and Harrow.
University offers their modern technologies in order to make their teachers and students feel
comfortable within the campus. They offers relaxation areas dedicated to computer suites,
modern classrooms,etc. To make their services highly effective for students as well as for
teachers both (Arasu, 2019). Currently the major objective of the Regent group London is to
develop new digital campaign in order to promote the brand name of the Regent college. There
are certain problems that have been faced by the establishment such as they are unable to better
capture, understand and leverage the data due to which technological advancements are highly
required in order to meet prospective students.
Another major problem that has been identified that the university wants to differentiate
themselves from their other competitors so that they are able to attract more of potential
1

customers. Thus, college is facing issues in order to position the university as a compelling
option for students from trade schools and online education. The problems regarding the
potential students engagement with the university is also considered as one of the major problem
due to which college highly requires the digital campaign in order to improve conversations with
improved structure. Thus, after the identification of certain major issues and problems, Regent
college group of London wants to introduce new digital campaign into their workings under
which technology and infrastructure system change are the major concerned strategies that has
been implemented by the establishment. After the evaluation of all the issues or problems, it has
been identified by the firm that digitization is the major solution and a practical necessity and
reality with technology interventions (Ierapetritis, 2019). It helps the establishment to provide
improved access to information sources at any time, any place and at anywhere.
Research
Research is a procedure of organized problem solving activity that estate collection of
data, documentation of critical information along with analysis and interpretation of the gathered
data with the help of suitable methodologies set by the researcher with the involvement of
academic disciplines. It is basically creation of solutions of problems that required detailed study
in order to get new knowledge from new or existing information. It is a way to generate new
concepts, methodologies and understandings regarding any specific issue. In this report, the
scholar will identify certain issues which have been faced by Regent group of college London.
In order to identify solutions of specific issues, primary as well as secondary research will be
applied (Pannen, Wirakartakusumah and Subhan, 2019).
Primary research is a kind of research that can be conduct by the scholar by themselves
without referencing some others work in order to identify solutions to resolve certain problems.
It involves directly going to the sources such as customers or prospective candidates who are
able to provide exact relevant information regarding the problem questions. In order to evaluate
the above study through primary mode of research, the questionnaire has been prepared through
which the researcher is able to analyse solutions regarding certain problems. The questionnaire
has been answered by 30 teachers of the university who had been selected randomly by the
scholar in order to get related data to analyse the problem with the help of their answers. The
questionnaire that has been prepared by the scholar are as explained below:
2

1. Maximum number of teachers do provide their concern in support of the option that the
university is unable to make best utilise of information technology to gather, evaluate
and interpret significant information.
What are the major issues that university is
facing while capturing and understand the
data?
Outcome
(a) Current system unable to analyse large
quantity of data.
8
(b) Departments and teams are working in
disconnected or unstructured manner.
5
(c) Resources are not available. 5
(d) Not able to make best use of information
technology to gather, analyse and interpret
necessary information.
12
Total 30
3
27%
17%
17%
40%
Major issues that university is facing while capturing and
understanding the data
(a) Current system unable to
analyse large quantity of data.
(b) Departments and teams
are working in disconnected or
unstructured manner.
(c) Resources are not
available.
(d) Not able to make best use
of information technology to
gather, analyse and interpret
necessary information.

Interpretation: The above pie chart illustrates that majority of teachers i.e. 40% within the
university do agree that the university is unable to make best use of information technology to
collect, analyses and evaluate important information. However, 27% of tutors do agrees that the
issue related to the current system which is not able to analyse large quantity of data is the major
cause that university is facing. Similar percentage of people i.e. 17% of teachers agreed for the
options such as department and teams are not working properly or in structured format and 17%
vote for the lack of resources option (Falola and et.al., 2020).
2. Teachers do agrees that in order to explain methods, all options such as up-gradation in
technology, focusing on students satisfaction and innovation in university existing
services are efficient enough to resolve certain issues.
What are the methods that can be utilised
by university to gain competitive
advantages?
Outcome
(a) Up-gradation in technology. 2
(b) Focus on student satisfaction. 4
(c) Innovation in university existing services. 3
(d) All of the above 21
Total 30
4

Interpretation: From the above pictorial representation it has been identified that maximum
number of teachers i.e. 70% gives their vote in the favour of the options that up-gradation in
technology, focus on student satisfaction and innovation in university existing services are the
ones who are able to resolve the issue. While 13% vote for option which is focusing in students
satisfaction level. 10% do agrees for requirement of innovation within the university existing
services. While remaining 7% vote in favour of up-gradation of technology (Findlay, Lloyd and
Finucane, 2017).
3. The teachers do share their vote in favour of insufficient resources to connect with
potential students and diversity along with inclusion are two major reasons that create
issues facing by the university while approaching potential students.
What are the issues university is facing
while approaching potential students?
Outcome
(a) Insufficient resources to connect with
potential students.
6
(b) Diversity and inclusion 3
(c) Improper network connections 1
5
7%13%
10%
70%
The methods that can be utilised by university to gain
competitive advantages
(a) Up-gradation in technology.
(b) Focus on student
satisfaction.
(c) Innovation in university
existing services
(d) All of the above

(d) A and B both 20
Total 30
Interpretation: From the above diagram it has been illustrated that 67% tutors vote for the
options that issues such as insufficient resources to connect with potential students and diversity
and inclusion are both reasons due to which university is facing issues while approaching
potential students. However, 20% teachers solely vote for the option i.e. insufficient resources
are the major cause, 10% believe that diversity and inclusion is the option that arises university
issues and thus require technological advancements. Remaining 3% vote their share in favour of
improper network connections are the reason that generates issues within the university.
4. maximum number of respondents do share their views in favour of utilising multiple
channel sin order to connect with students is the best strategy that can be used to attract
potential students.
What are the strategies that can be used to
attract potential students?
Outcome
(a) Using multiple channel to connect with 19
6
20%
10%
3% 67%
The issues university is facing while approaching potential
students
(a) Insufficient resources to
connect with potential students
(b) Diversity and inclusion
(c) Improper network
connections
(d) A and B both

students
(b) Email marketing 5
(c) Align offline with online 4
(d) Optimising search engine 2
Total 30
Interpretation: It has been clearly described in above diagram that major number of
respondents i.e. 63% vote in favour of utilising multiple channels to connect with students is the
effective strategy to deal with these issues. While 17% people candidates vote for email
marketing, 13% share their views in favour of align offline to online. On the other hand,
remaining 7% vote for optimising search engine option which is the effectual strategy in order to
deal with issues related to attracting potential students.
Secondary research is a kind of research that has already been compiled, collected,
organized and published by others. It involves various reports and studies that has been
completed by other researchers and scholars in order to provide solution while studying their
own researches (Wang and et.al., 2018). From the detailed study with the involvement of books ,
journals and various articles it has been identified that the utilisation of multiple channels,
diversity at workplace, up-gradation in technology and making use of information technology in
7
63%
17%
13%7%
The strategies that can be used to attract potential students
(a) Using multiple channel to
connect with students
(b) Email marketing
(c) Align offline with online
(d) Optimising search engine

best manner will enables the university in order to resolve the issues that has been facing by the
establishment. The study on this current topic has been done with the help of various pre existed
articles and books through which the final outcome has been generated which helps the
university in order to introduces digital campaign within the premises.
Solution
Form the above analysis, it has been understood that the company is majorly facing issue
related to capturing and understanding the data so that it can be used for benefits of organization
or university. Company is not able to make optimum use of information of student thereby
facing challenges in deciding the strategies that could be used to motivate them to be part of
organization. Moreover, it is all facing problem in attracting potential individual within the
organization due to many competitors present in external environment (Sharma and Sarmah,
2020). Thereby, the possible solution that can be used to re-solve the major issue related to the
problem that client Regent group London can be illustrated in detailed as follows:
 First and foremost it has been identified that company in order to resolve issue related to
data analysis should focus on making optimum use of information technology. As it
helps in effectively gathering, analysing and interpretating sufficient information so that
useful information can be drive or extracted.
ADVANTAGES DISADVANTAGES
 It is beneficial as company can easily
store large amount of data in minimum
cost time frame, along with it have
automated process.
 Regent group London is able to
analysis or retained information in
appropriate manner.
 While, it can be stated that the above
solution have disadvantages is that it is
involves high maintenance and
investment cost.
 Breach of security is another key
major issues that may cause distrust
among student (Makrides, Vrontis and
Christofi, 2020).
 Second, solution that could be used to solve the problem related to gaining competitive
advantages is Up-gradation in technology, focus on student satisfaction and making the
innovation in university existing services to delivered best services to customers. As
8

there are 70% of individual that have selected all of the above options which clearly
means that through making use of all this method Regent group London can expand and
grow its business.
ADVANTAGES DISADVANTAGES
 The biggest advantages of making use
of update technology is that it will
helps company in easily connecting
with range of student and completing
the diverse range of functions
effectively (Rasskazova, Koroleva and
Rasskazov, 2019).
 Innovation in the existing services of
University will helps in attracting and
adding more and more individual
within the organization so that it can
gain competitive advantages.
 On the other hand, the major
disadvantage is that company have
limited resources so it may face
challenges in updating the technology
or innovation of existing services.
 Third, alternative options that Regent group London can make use pertaining to solving
the problem of attracting more and more potential candidates or student in the university
is making use of multiple channel to connect with customers. Different social media
platform channel that is instragram, Facebook and twitter are various method that can be
used by university to generate awareness of company in mind and heart of student.
Therefore, it can be stated that these methods is more effective as student usually make
use of social media platform to have entertainment or fun (Owen, 2017). So college by
making use of them can easily make student aware about the organization.
ADVANTAGES DISADVANTAGES
 The benefit of making use of multiple
channel is that it helps in connecting
wide range of people to the company.
 While, on the contrary note it can be
stated that the disadvantage or negative
impact of the strategies is that the
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So, that they are motivated to select or
prefer its services as compared to
others.
university does not have sufficient
human resources that are qualified to
complete the task in the best possible
manner (Sesana and Bardelli, 2021).
So, from the several alternative solution it can be suggested that all these are effective
solution that could be used by Regent group London to gain and retained competitive
advantages for longer time frame.
Outcome
There are several information that could be delivered to and achieved for the client
through implementing the several strategies so that the desired problem can be easily solved. It
is expected to delivered better qualitative and more innovative services to student so that they
are motivated to be part of the university.
 Through making use of multiple channel strategies that Regent group London could able
to attract existing as well as new student within the organization. In another words, it will
lead in building strong brand image in mind of customers about the company. So that
sales volume and profitability of the university can be enhanced to maximum extend.
 In addition to it, through making implementation and optimum utilization of information
technology, Regent group London is able to make effective analysis of data and
information gathered about the student (Owen, 2017). Through this the manager of
University would effectively plan strategies that could be used by firm to make student
happy and satisfied.
 Moreover, it is expected that outcome that is planned by implementing the strategy
related to up- grading the technology, more focus on customers satisfaction and
innovation in existing services will lead in maximum benefits of firm. Such as
improvement in overall performance and profitability of company.
Handover
From the analysis there are various things that can also be suggested that needs to be
implemented by the client to effectively complete the digital campaign project and yield
10

maximum benefits. Likewise, it must focus on arranging more and more sufficient resources that
could be used to make the digital campaign fruitful so that end outcome can be achieved.
Moreover, the client needs to devote more time and efforts to plan digital media technique that
could be used by the firm to add students in the firm. It should also focus on search engine
optimization, content marketing and pay per click to get more benefits (Makrides, Vrontis and
Christofi, 2020). Such as search engine optimization lead in increasing the brand image, or they
can easily search about the company detailed and make necessary decision to be part of it for
satisfaction of their requirements. Therefore, all these steps or action implemented by Regent
group London helps in completing the project in better manner.
CONCLUSION
From the above report it has been concluded that digital campaign will highly beneficial
for the university in order to make their issues and challenges resolved. It enables the institution
to make best utilise of their resources in terms of time and money. It enables the teachers as well
as university other department team members to reach enormous students in a manner in most
cost effective and measurable manner. It is basically a low cost strategy and reaches huge
amount of people.
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REFERENCES
Books and Journals
Arasu, M.A.V.V., 2019, April. Challenges Faced by Students of PULC Twinning Programme.
In International Conference on Interdisciplinay Issues & Practices In Management.
Falola, H.O., and et.al., 2020. Measuring institutional support strategies and faculty job
effectiveness. Heliyon, 6(3), p.e03461.
Findlay, C., Lloyd, A. and Finucane, A.M., 2017. Experience of emotion in frail older people
towards the end of life: a secondary data analysis. British journal of community
nursing, 22(12), pp.586-592.
Ierapetritis, D.G., 2019. Discussing the role of universities in fostering regional entrepreneurial
ecosystems. Economies, 7(4), p.119.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and
Research, 8(1). pp.4-20.
Owen, D., 2017. New media and political campaigns. In The Oxford handbook of political
communication.
Pannen, P., Wirakartakusumah, A. and Subhan, H., 2019. Autonomous higher education
institutions in Indonesia: Challenges and potentials. In The Governance and
Management of Universities in Asia (pp. 56-80). Routledge.
Rasskazova, A., Koroleva, E. and Rasskazov, S., 2019, March. Digital transformation: statistical
evaluation of success factors of an ICO-campaign. In IOP Conference Series: Materials
Science and Engineering (Vol. 497, No. 1, p. 012087). IOP Publishing.
San Cristóbal, J.R., 2017. Complexity in project management. Procedia Computer Science, 121,
pp.762-766.
Sesana, M. and Bardelli, A. P., 2021. Building Digital Transformation to improve NGCTR
design and simulation. In IOP Conference Series: Materials Science and
Engineering(Vol. 1024, No. 1, p. 012103). IOP Publishing.
Sharma, P. B. and Sarmah, R., 2020. PERCEPTION AND AWARENESS OF YOUTH
TOWARDS DIGITAL INDIA CAMPAIGN. International Journal of Management
(IJM), 11(6).
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Wang, J., and et.al., 2018. Data-driven optimization based primary users’ operational privacy
preservation. IEEE Transactions on Cognitive Communications and Networking, 4(2),
pp.357-367.
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APPENDIX
Questionnaire
1. What are the major issues that university is facing while capturing and understand the
data?
(a) Current system unable to analyse large quantity of data.
(b) Departments and teams are working in disconnected or unstructured manner.
(c) Resources are not available.
(d) Not able to make best use of information technology to gather, analyse and interpret
necessary information.
2. What are the methods that can be utilised by university to gain competitive advantages?
(a) Up-gradation in technology.
(b) Focus on student satisfaction.
(c) Innovation in university existing services.
(d) All of the above
3. What are the issues university is facing while approaching potential students?
(a) Insufficient resources to connect with potential students.
(b) Diversity and inclusion
(c) Improper network connections
(d) A and B both
4. What are the strategies that can be used to attract potential students?
(a) Using multiple channel to connect with students
(b) Email marketing
(c) Align offline with online
(d) Optimising search engine
14