The University of Ulster is the largest university in Ireland with four campuses in Belfast, Jordanstown, Coleraine and Derry City.
What did our client need to achieve?
In the face of increased competition, demographic shift, pupil expectation and their decision-making behaviour, the University identified a need to reach out to core and secondary audiences with relevance and persuasion.
How did we help them achieve it?
Qualitative research had indicated a knowledge gap at both lower and upper sixth levels in Secondary Schools throughout NI in respect of Third Level education options. The knowledge that did exist was confused and at a psychological level, there was evidence that this was causing anxiety and that a clear, relevant and ‘credible’ guide was sought.
The communications challenge was to find a language and tone of voice which would engage with and be relevant to our young audience and which would encourage emotional engagement with a brand seeking to be positioned as friend and a route through the ‘maze’.
Beyond the core audience, solutions needed to deliver messaging for important secondary groups including post-primary, family influencers, teaching staff, employers and the internal University audiences.
Exploration of social behaviour suggested the use of animation to communicate the message; and so the central character, Eddie, was born.
The idea’s proposition – ‘You don’t have to go far – to go far’ – was developed to appeal to those students considering off-island options.
The message was taken to market through TV, press, cinema, outdoor, and radio. A range of digital touch-points was used to create conversations with the campaign’s audiences; these included the development of a campaign micro-site, the use of Social Networking, and SMS messaging.
How do we know it worked?
Independently conducted post-campaign research showed increases in knowledge of the University, favourable impression towards the University, take-out of important messages, and recognition of the University as being career-orientated.
