Case Study · Wesleyan
Building Wesleyan's relationship with the next generation of doctors and dentists
'The Next Step': award-nominated live events, content and social media that made Wesleyan a trusted adviser to medical and dental students.
Increase in Facebook followers
Increase in Instagram followers
Highest Facebook reach in one week
Financial Services
Research and Focus Groups, Campaign Concept and Naming, Live Events, Event Design and Management, Webinars, Photography and Video, Content Strategy, Social Media, Website, Email, Analytics
Student content hub website, Email campaign templates, Live webinars
Wesleyan is a specialist financial services mutual for professionals, including doctors and dentists. As a mutual, it wanted to offer something relevant, engaging and genuinely useful to the professions it serves.
Wesleyan wanted to engage the next generation of medical and dental practitioners and make them aware of its specialist services, well before they needed to buy financial products.
Following feedback from its advisory board, it wanted to help students make the move from university into working life.
We created and named 'The Next Step'. The concept set out to educate and inspire medical and dental students to become more financially literate as they move into working life, positioning Wesleyan as a trusted adviser and taking a different approach to engaging students.
We ran focus groups with medical students to understand their pain points and what interested them most. The research highlighted the hot topics and showed that Facebook and Instagram were the channels they used most.
Live events. We ran 'The Next Step' as a series of live events, creating an immersive, inclusive experience that encouraged debate and participation. We designed and built the set, sourced a moderator to draw the best out of a panel of recently qualified doctors and dentists, designed promotional materials and giveaways, and captured photography and video on the day. Later we added live webinars.
Content hub. We built a dedicated website hosting all the written and video content from the events, along with videos, blogs, infographics, podcasts, guides, advice and news.
Content and social. We delivered a 12-month content plan, covering topic research, copywriting and design of infographics and guides, plus a social media strategy to drive attendance at events and continue the conversation online. Rich social content on the topics students cared about encouraged them to start a conversation or find out more on the hub. Email campaigns supported the programme.
Analytics. We provided regular analytics to show which content performed best and guide what to focus on next.
'The Next Step' put Wesleyan front of mind with students at the point they start thinking about insurance and financial products. Social followings grew fast, website traffic rose and events were extremely well attended, with key stakeholders noticing the improvement.
The programme was nominated for two awards by the Financial Services Forum and moved into a third phase to reach an even wider audience.
• Visitors to the content hub up 400%
• Highest Facebook reach of 58,000 in one week
• 422 pieces of content produced
• 2020: average attendance of 200, 11 expert panellists, 4 live webinars
• Student sign-ups and returning traffic both up 45%
Increase in Facebook followers
Increase in Instagram followers
Increase in mobile website traffic
We've seen a huge difference in student engagement since working with Origin. Our levels of social media engagements have increased along with our website traffic which in turn has led to our events being extremely well attended. We've even had key stakeholders commenting on the improvement too, which has been great!
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