Manchester Masters

Case study - Manchester Masters


Client: Manchester Innovation Fund (North West Development Agency, Manchester City Council and NESTA)

Brief: Develop an initiative to attract and retain the best graduate talent to Manchester, in order to promote the long-term development of the city, both as a knowledge economy and as a creative capital.

Approach:
In early 2009, Tangerine PR was tasked with developing a programme to aid the long-term development of the city, lessen the 'brain drain' to London, and help creative businesses in Manchester grow and develop. In response, Tangerine created a new concept - Manchester Masters.

Manchester Masters is a talent retention programme that offers a unique opportunity for ten graduates from Greater Manchester Universities. Each works in four different organisations in marketing-related roles over the course of a year, and has the chance to obtain a fee free Masters degree from MMU. They also receive a rent-free city centre apartment, free public transport, and a business mentor. The programme was launched in early 2009. Tangerine's role is to project manage the entire programme, and deliver public relations.

Results:

  • PR value of over £319,000
  • 52 pieces of coverage, including appearances in The Independent, The Guardian, BBC Radio Manchester and The Sun
  • Reached a circulation of over 13 million
  • Represented Manchester Masters at over 20 events
  • Over 80 businesses expressed an interest in taking a Manchester Masters placement student (only 40 required)
  • To date (one year down) over 20 students have secured permanent employment in Greater Manchester via Manchester Masters
  • Increased business and networking opportunities for Greater Manchester companies - around 35 organisations involved in the programme have conducted business with each other, generating an estimated £210,000 worth of income

"Not only did Tangerine devise and implement a highly effective graduate retention programme, meeting all of the key objectives set out in the brief, but understood the importance of communicating effectively with university stakeholders, staff and current and potential students. As a result, just 12 months in, we have a flagship graduate programme, beginning its second year, which attracts media, business, industry and student interest nationwide."

Huw Morris, Former Dean, Manchester Metropolitan Business School

I’m Shameema