Manchester Metropolitan University had not sought to raise it external profile strategically in the city, region and nationally for a number of years. The position changed with the appointment of the new Vice-Chancellor in September 2005.

A small scale evaluation exercise undertaken via the Business School identified low awareness and weak perceptions of MMU amongst key opinion formers.

The impact campaign sought to address these issues and position MMU as a key catalyst for prosperity in the city and the region. It aimed to raise awareness of MMU’s key strengths in areas of teaching, learning, research and economic impact through an integrated range of activities spanning literature and other collateral, a focussed corporate events programme, PR and internal communications.

The campaign was a Gold Winner for Best Non-Student Recruitment Campaign at the 2007 HEIST Awards and has resulted in increased attendance figures at main corporate events, higher levels of awareness of MMU’s strengths and regional position and growing involvement by MMU in projects and networks in the city.