University of Gloucestershire: Speaking your language

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Challenge

The higher education student recruitment market is undergoing significant change. It is clearly a more competitive environment and one that calls on University marketing teams more than ever to be at the forefront of brand management. The University of Gloucestershire wanted to communicate a stronger proposition for its School of Computing department’s student recruitment campaign. Applicant numbers were dwindling, so as a vital first step they wanted to increase the number of people coming to their open day.

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Solution

To emphasise the University’s core proposition of helping students create their ‘future plan’, we created a cross-channel, personalised campaign using data supplied by UCAS. The core concept was built on the idea of the university ‘speaking your language’, and being able to help students find out what type of character they were. To support this we developed a number of different personality personas, which the student could find out which suited them by completing an online questionnaire. Each were supported by a unique graphic symbol, and explained which type of course would therefore be right for them.

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Results

“Living up to their name, Frank, Bright and Abel’s creative influence enabled us to make a significant impact on our audience. In addition to achieving our quantifiable objectives, we were also able to re-shape our brand position within a short space of time. From identifying our audience to developing the creative concept, FBA’s professional and personable approach made it easy to collaborate effectively. Their proactive response to challenges and good communication enabled the smooth running of the project which was delivered on time amidst tight deadlines.”

Peter Woodland, Marketing and student recruitment officer, University of Gloucestershire

 

Award wins

Heist Awards 2016
Best undergraduate student recruitment initiative – Gold

Find out more here.

 

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