kaust brand reach
TRANSCRIPT
KAUST Brand ReachGlobal Branding and Communications (GBC)
Annual Report - 2020
In 2020, GBC earned global exposure for
KAUST
*A media impression is an interaction with University content in a global media organization.
11,557,410,892
media impressions*
Jan 1, 2020 - Dec 31, 2020
The estimated value of GBC’s earned media was*
$106,900,000
*AVE or Advertising Value Equivalent refers to the cost of buying the space taken up by a particular article, had the article been an advertisement.
In 2020, GBC developed paid media partnerships
GBC elevated KAUST in Arabic language
media
*A media impression is an interaction with University content in a global media organization.
2,547,588,328
media impressions*
Jan 1, 2020 - Dec 31, 2020
The estimated value of GBC’s Arabic earned media*
$23,565,000
*AVE or Advertising Value Equivalent refers to the cost of buying the space taken up by a particular article, had the article been an advertisement.
● Total of 70 articles reached around 146M readers
● Op-Ed by VP Kevin Cullen reaches 3M readers● 10 KAUST startups featured as part of Startup
of the Week campaign reached 30M readers● Marine life can be rebuilt by 2050: KAUST study● KAUST launches Saudi’s first university SME
engagement program● KAUST first-ever Mideast university to join UIDP
GBC/Arab News Partnership Spotlight
GBC created massive reach on English social media
27.3 MillionGBC built new
channels in Chinese
social media
6.3 Million 2.7 Million 3.2 Million 15.1 Million
● 25 episodes on iTunes, Google, Spotify, Soundcloud, Stitcher,
● Support for WEP with episodes on YouTube● Features KAUST researchers, startups, journalists,
authors and experts
Sciencetown put KAUST in the ears of millions
Supports G20/S20 with media relations and storytelling
● Creation of R3T section of KAUST website● Development of Coronavirus Portal
○ R3T features○ COVID Compass○ Multimedia content○ Feature stories on KAUST research
GBC research communications during COVID-19
Global Branding and Communications (GBC)
gbc.kaust.edu.sa