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 brand campaign personality was aspirational, 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).

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