Staffordshire University
Case Study
Case Study
TheChallenge
Each year universities across the UK compete to attract the next intake of potential students. Staffordshire University wanted to refresh both their recruitment marketing materials and their approach to ensure they were still relevant at a time when many young people were actually considering whether to attend university at all.
The Approach
Lots of people knew of Staffordshire University. But not many really knew what it stood for or what it had to offer them. We developed an emotive brand message and distinctive look that made it clear just what potential students could expect from Staffs - and then we delivered it consistently over a range of different media and communications.
For instance, we designed a stand (complete with iPads and an app) for HE fairs, we overhauled the University’s prospectus, we created both traditional and digital advertising and we developed a range of CRM material to keep in touch with potential students throughout the whole process.
The Results
Early on in the campaign the University saw a greater interest shown at recruitment fairs, together with an impressive 31% increase in requests for the new Undergraduate Guide (prospectus). There was also a 22% increase in attendance to University Open Days. Most crucially though, applications to the University in 2011 increased by a massive 33.5% - which was over 500% above the UK average for that year.
Each year universities across the UK compete to attract the next intake of potential students. Staffordshire University wanted to refresh both their recruitment marketing materials and their approach to ensure they were still relevant at a time when many young people were actually considering whether to attend university at all.
The Approach
Lots of people knew of Staffordshire University. But not many really knew what it stood for or what it had to offer them. We developed an emotive brand message and distinctive look that made it clear just what potential students could expect from Staffs - and then we delivered it consistently over a range of different media and communications.
For instance, we designed a stand (complete with iPads and an app) for HE fairs, we overhauled the University’s prospectus, we created both traditional and digital advertising and we developed a range of CRM material to keep in touch with potential students throughout the whole process.
The Results
Early on in the campaign the University saw a greater interest shown at recruitment fairs, together with an impressive 31% increase in requests for the new Undergraduate Guide (prospectus). There was also a 22% increase in attendance to University Open Days. Most crucially though, applications to the University in 2011 increased by a massive 33.5% - which was over 500% above the UK average for that year.
