UNIVERSITY OF GLOUCESTERSHIRE

Recruiting 
the students
of tomorrow

The University of Gloucestershire is a teaching-led institution with campuses in Gloucester and Cheltenham.

THE CHALLENGE

The University of Gloucestershire is a teaching-led institution with campuses in Gloucester and Cheltenham. Changes to government policies in student funding and numbers are having a radical impact on the higher education sector, and universities must be more brand-focused to continue to attract students.

Our challenge was to develop a strong brand presence for the University’s 2015 undergraduate student recruitment campaign. The creative concept and execution needed to be bold, contemporary and distinctive, and cut through a crowded student recruitment market.

OUR APPROACH

It was vital that the personality of the brand campaign personality was aspirational, whilst also authentic and aligned to the University’s brand values, purpose and culture. 

We first conducted a series of workshops with the University’s marketing and academic teams, to gain insightful wider perspectives and achieve important buy-in to the overall campaign direction. 

This collaborative approach continued via a ‘brand mapping’ exercise to help the University select the right approach. It opted for a vibrant look and feel and a call to action based on ‘Fast forward to your future’.

We then developed a series of designs to reflect this messaging; brightly-coloured vertical stripes, bold chevrons and impactful typography, creating a sense of real dynamism, with the proposition that an undergraduate degree at Gloucestershire, coupled with the University’s excellent personal support scheme, will prepare young people for successful futures.

A series of multi-channel communications - from direct mailing packs and environmental signage, to newspaper adverts and bus vinyl wraps - was developed.

THE RESULT

The launch of the ‘Your Future Plan’ campaign was extremely well received by students and in 2015 its student recruitment market share increased from 7.6% to 8.2% and intake grew by 9.8%, compared to just 1% growth at other post-1992 English universities. 

During the first semester of 2015, more than 80% of new students engaged with a ‘Your Future Plan’ employability initiative. From 118 staff survey questions, the second largest improvement was for ‘overall satisfaction with communications’ jumping over a two-year period from 54% to 67% (above sector benchmark).

GET IN TOUCH

Are you ready?

Let's work together