UK & International Student Recruitment Media Planning & Buying for RGU
A practical guide to understanding what the buyer really wants and how to build a winning response.
Don't Focus Only on Media Buying
When you see "media planning and buying," it's easy to think about advertising spend and negotiating rates.
But that's just the mechanics.
What Robert Gordon University is really buying is effective student recruitment.
They're looking to attract the right students, both from the UK and internationally.
The contract is about strategic media planning and buying to support that goal over 1080 days.
Think About What Students Want
Students are the end users here.
And their interests are diverse.
If I were evaluating bids, I'd want to see how well you understand the student landscape.
What media do they engage with? Where do they hang out online and offline?
Your response should reflect a deep understanding of the target audience.
Show Your Strategic Approach
This isn't about simply placing ads.
It's about a strategic approach to media planning and buying.
Robert Gordon University will want to see how you plan to integrate various media channels.
How will you ensure the right message reaches the right students at the right time?
That's what I'd build my submission around.
Evidence Always Beats Promises
One thing I noticed when I worked in the public sector was that almost every bidder claimed to deliver excellent results.
Very few proved it.
If you have evidence of successful media campaigns that increased student recruitment, use it.
- Case studies from similar projects
- Data showing improved recruitment outcomes
- Testimonials from previous clients
Pay Attention to What They Say
The tender notice mentions the value of the contract as £750,000.
That tells me they're serious about investing in this initiative.
They're clear that this is about student recruitment.
Not just media buying.
They need a partner who can deliver results, not just placements.
Remember the International Element
This isn't just a UK-focused contract.
International student recruitment is equally important.
Show that you understand different international markets and how to effectively reach potential students there.
Tailor your strategies to the cultural and media landscape of each target region.
Consistency Over the Whole Term
Consistency is key in a long-term contract like this.
Buyers worry about maintaining standards over time.
How will you ensure that your media strategies remain effective throughout the 1080 days?
I'd want to see a plan for regular reviews and adjustments based on performance data.
One Thing I'd Keep Reminding Myself
The real goal here is recruitment.
Every decision, every strategy should be tested against one question:
"Will this help RGU attract the right students?"
That's the mindset I'd keep throughout the bidding process.
Common Mistakes
Avoid submissions that:
- Focus solely on media buying without strategic context
- Lack understanding of the student audience
- Overpromise without evidence
- Ignore the international recruitment element
- Fail to demonstrate long-term consistency
- Neglect to tailor strategies to different regions
- Overlook the importance of performance reviews
My Final Thoughts
Robert Gordon University isn't just looking for a media buyer.
They're looking for a strategic partner who can help them achieve their student recruitment goals.
With a contract value of £750,000, there's a clear emphasis on value for money and delivering effective recruitment outcomes.
Quality of your strategy will be crucial.
That's where your written submission should shine.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.