British Sugar is the UK’s leading sugar supplier to food and drink manufacturers in the UK and Europe. However, they have an extraordinarily diverse and sustainable business beyond sugar which makes use of all products from the sugar manufacturing process from tomatoes to animal feed and electricity to bioethanol. British Sugar therefore offers a very diverse range of graduate schemes – including engineering, science, agriculture, finance, business and procurement.
Our challenge was to help British Sugar to improve brand awareness amongst many students – and to broaden understanding amongst students of what they do and the roles they offer. British Sugar have limited resource so they needed a solution that wouldn’t require the time of too much of their own staff. They wanted to target specific groups (especially students of key branches of Engineering) whilst attracting a more diverse pool of talent – and ultimately to increase the quantity, quality and relevance of their applications.
We helped British Sugar to develop carefully-tailored marketing materials, and then distributed them via our Network of Student Marketers and academic department contacts. This enabled British Sugar to get targeted messages to hard-to-reach demographics, such as Electrical Engineering students. Each Student Marketer was carefully-briefed on the key selling points of British Sugar’s schemes, and managed and supported throughout the process by our expert team.
The results from the campaign were fantastic; the number of applications increased by an average of 20% across all of the different programmes. Quality of the applications was significantly increased too, with a far greater number reaching the final stage of the application process. When applicants were asked where they had heard about the graduate scheme, many specifically mentioned the posters and flyers they had seen on campus, which is rare even for highly successful ambient campaigns.