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A student recruitment campaign concept with wellbeing at the forefront.

University of Suffolk

The University of Suffolk needed help attracting students from all over the world.

They asked us to develop a multi-platform student recruitment campaign concept built on their current brand. It needed to be digital-first, share the University's successes and drive applications.

A student recruitment campaign concept with wellbeing at the forefront.

University of Suffolk

Project summary

  • Research and insights
  • Campaign strategy
  • Messaging development
  • Creative direction
  • Concept development
  • Graphic design
  • Digital design
  • Animation and motion graphics

Approach

We took part in a competitive pitch, where we undertook research into the University’s strategic priorities and the language, context and competing messages being used by competitor institutions. Our research revealed that Gen Z have gone through a rather unsettled few years. Based off this, we felt the target demographic would likely be feeling fearful or uncertain. So we wanted to make a campaign that positioned Suffolk as a University which embraces change and all its opportunities.

This led us to our campaign concept “See it your way” – a concept centered around empowering the audience not to feel like a victim of change but to take ownership of their own view of the world.

One of the mechanics around our campaign messaging was to highlight the different ways you can change your view, using words like ‘Zoom out’ and ‘Get closer’.

We visualised this concept with a typographic system which framed the campaign imagery with the key messages. The photography focused on both people (students) and place (the University).

We showcased how the brand campaign concept could be used across both digital and static outputs, including using an online prospectus using our Unbound digital document product to make the University stand out from the competition. This also supported the development of the campaign for international recruitment as it enables the content to easily be tailored to suit the specific needs of the audience, using relatable imagery and content topics relevant to this group of students.

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Impact

The University loved the direction and appointed us as its exclusive creative partner for the 24 /25 recruitment cycle. Working in partnership with the University’s digital advertising agency, we will be creating a range of assets for digital and OOH, ensuring all are accessible to WCAG 2.0 AA. We will take a digital first approach using Unbound, Eleven's digital document solution, to showcase the prospectus online and include QR codes on each of the OOH assets to make it easy for the audience to access this document and the University’s website – an innovative way of using technology to connect offline and digital spaces.

So far, the new identity has been rolled out across the University’s UCAS stands and Undergradute  Mini Guides.

"We wanted to find a creative agency to support our student recruitment and brand building activity and to help us stand out from the crowd in a challenging market. Working with Eleven has been a collaborative experience, especially as we wanted to explore new approaches and ideas for our campaigns. The concepts that Eleven have developed for us are an integral part of delivering our strategic marketing and communication goals."

Director of Marketing, Communications and International

University of Suffolk

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