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Making the most of the Apprenticeship Levy

Opus has once again allowed one of the UK’s top universities to successfully promote an Executive Learning course.

The university in question, one of the top-ranking universities in the country for certain subjects, was seeking to promote a specialist Leadership course, aimed at people who already have some management experience. Key to our promotion strategy was the fact that the course can be funded through the Apprenticeship Levy. This means that for organisations over a certain size, student fees can be paid by the government rather than the employer or the student themselves. This makes the course much more interesting for certain companies, as a way to upskill their staff without huge outlay on other training.

Our tactic was a simple email, highly text-focused, outlining the benefits of the course, its funded status and an invitation to contact a named Programme Director at the university for further information. The email was sent to key contacts in Finance, several level of management, and Human Resources, drawing on the segmentable data from our Opus community.

The campaign has already seen over seven highly positive direct replies from decision-makers at several large organisations, including one of the UK’s biggest high street banks and one of the most recognisable restaurant chains in the country. New replies continue to be received daily as the campaign progresses further.

Opus Helps Promote Executive Learning

Promotion of Executive Learning degrees is something of a speciality of ours, with numerous highly successful campaigns for various universities. Our latest such campaign involves working to promote a Masters degree around Supply Chain Management, offered by a key university in the east of England. Funded by the apprenticeship levy, the course will develop students’ management and leadership skills.

Working with the university’s School of Management, we designed a simple, plain-text email, using a senior university contact as the sender name. The campaign was delivered to decision-making contacts in Procurement, Human Resources, Supply Chain and Operations roles from across our Opus Enterprise data, in sectors as diverse as office furniture suppliers, business finance organisations and private healthcare.

The campaign so far has been a resounding success, with an unusually high email open rate and – so far – eight enthusiastic direct replies. In more than one case, replies have directly asked to be signed up for the course.

As the campaign continues our client’s promotion looks set to grow even further, eventually leading to an increased number of course registrations.

Donations and development generated through Opus


Through working with Opus, a major educational institution in the north of England recently received multiple direct replies to a campaign seeking philanthropic donations. Looking for investment in four key areas across academic study and business development, the institution was able to generate a high level of interest outside of their own alumni base thanks to Opus’ comprehensive contact details for key decision makers in UK business. In addition, the institution worked with our Content team to develop an effective email strategy that laid out the message in a way most likely to drive interest – and investment. As the educational establishment continues to receive enquiries, we look forward to continuing to develop their relationship with Opus, for example in helping them recruit students.