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Open University

Title: ozone
Target market: Respondents to OU programming on BBC TV
Key aims: To build brand and generate student enquiries
Pagination and frequency: 44 pages, B2C three times a year
Format: Saddle-stitched A4 magazine

In 1995 Atom launched the Open University's main broadcast magazine ozone to improve the OU’s brand perception with the target audience and generate student enquiries to its range of courses and degrees.

Its specific objectives were that ozone:

should further develop the positive effect that it can have on student enquiries/conversion ratios
reflect the needs of specific target audiences with targeted, relevant content to deliver maximum ROI
build and promote links to Open University websites

Download a sample page (PDF) from this magazine

Atom created a magazine that focused on three key areas of the OU’s offering, i.e. OU-focused editorial that highlights the unique benefits of studying with the OU, stimulating and provocative editorial that evokes the key brand elements of the OU, and provided details of specific courses for which readers could apply.

ozone has helped the OU develop closer relationships with its target audience of 25-54 year olds who are considering higher education. Telephone research conducted by the OU, discovered a raft of positive effects. As a result of reading the magazine:

32% thought about or applied for study with the OU
71% said they had looked at the magazine in detail
71% of recipients thought they would like to see/hear programmes

Tracking research has also shown the effect of the magazine on conversion of general enquiries through the magazine to uptake of a degree.

Over 4% of all readers who had applied for course information after reading the magazine, went on to become students, studying degrees or other courses with the Open University.