Research Excellence Framework (REF)

Coventry University | 2022

The Research Excellence Framework (REF) is the most important research assessment in UK higher education, shaping how £2bn in funding is allocated. For Coventry university sitting in the lower half of the Times Higher Education REF rankings, the stakes were especially high.

The campaign became more than communications, it was a strategic imperative to demonstrate the real-world impact of our research and inspire confidence among policymakers, partners, and the wider community.

A Record-Breaking Win

In 2022, the university secured a record-breaking £70 million in REF funding, a validation of the research excellence we had championed. Following this success, I continued to lead the marketing team and directed a large campaign, that amplified the impact of the achievement aimed at raising the university’s profile.

I oversaw campaign planning and delivery across website, PR, social media, case studies, internal and external communications, and events, all designed to celebrate the award, engage stakeholders, and reinforce the institution’s reputation as a leading research university.

Campaign

I ensured messaging was clear, consistent, and adaptable across channels, we created high-quality, reusable assets, we equipped 500 researchers and leadership with the tools they needed to showcase achievements and engage their audiences effectively.

Results & Impact

The communications campaign generated lasting and measurable benefits:

The REF narrative was picked up by regional and national media, boosting recognition and credibility.
Case studies, videos, and toolkits were widely reused across our large academic networks, amplifying the reach of researchers and centres.
Internal and external activity embedded Coventry’s research credentials more firmly with partners, funders, and the academic community.

Coventry University rose 22 places in the Times Higher Education research power ranking, moving into the top half of UK institutions. Overall, 70% of research was judged to be world-leading or internationally excellent, up significantly from the previous REF cycle.

Together, these outcomes show how strong strategic marketing and communications can unlock funding, elevate reputation, and drive long-term institutional growth.