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The challenge

After launching its new brand identity in September 2020, the University of Central Lancashire was looking for a new creative concept for their 2023 student recruitment campaign. 

The campaign identity needed to gain maximum engagement with both UK and international students. Following a competitive pitch, Eleven was awarded the work to develop the new creative concept.

The challenge
The challenge
The challenge

The solution

We undertook some competitor research as part of the creative development phase, and also drew on our extensive higher education sector experience.  This confirmed our understanding that universities tend to place the focus on themselves and why they are the right choice, rather than placing the student at the centre. Our concept did the very opposite.

At the University of Central Lancashire, the support on offer to students is unparalleled - encouraging them to grow in whichever form that may take. Our campaign concept – ‘We see YOU’ – focuses on the theme of potential and echoes the University’s USP about supporting each and every student in reaching that potential. The whole concept is about the real-life experience of the individual, including academic growth and the idea that they’ll be supported on their journey by the University of Central Lancashire, whatever they want to achieve. We demonstrated how the University could showcase the hands on, practical industry-ready experience students would receive as a way of bringing that vision to life as part of our original pitch.

We included two different styles of photography in the concept:

  • An engaging, direct to audience style - used to lead with on the overarching concept
  • Reportage, fly on the wall style – used for the visual representation of hands-on learning and industry-ready experience

We designed the concept to be flexible enough to adapt to the different audiences (undergraduate, postgraduate and international) and different stages of the attraction process, but with a strong and simple message which would be memorable and consistent across all collateral.

We created a campaign toolkit which demonstrated how the new concept could be applied to a range of different collateral, including digital assets and out of home executions. This toolkit also included guidance on keeping the application of the new identity accessible to the audience. We also provided written guidance on how the creative concept could be flexed to speak to the different types of student audience, ensuring that each was equally represented.

As part of the campaign roll-out, we developed the following assets for the University to use:

  • Campaign toolkit
  • UCAS fairs stands
  • University prospectuses
  • Animated graphics
  • Campaign video/motion and audio guidance


The 'We see YOU' concept echoes the University's USP about offering students unparalleled support.

The 'We see YOU' concept echoes the University's USP about offering students unparalleled support.


We created a campaign toolkit which demonstrated how the new concept could be applied to a range of different collateral.

We created a campaign toolkit which demonstrated how the new concept could be applied to a range of different collateral.


We provided guidance on keeping the application of the new identity accessible to the audience.

We provided guidance on keeping the application of the new identity accessible to the audience.



The impact

Our new creative concept was brought to life through an incredible new campaign film, which will be played in cinemas across the north-west this summer before blockbusters like Marvel’s Doctor Strange & the Multiverse of Madness and Fantastic Beasts, The Secrets of Dumbledore.

The campaign has only just launched so final results from the new creative won’t be expected until later this year.

 

 

 

From the outset, the team at Eleven worked really closely with our internal team to make sure we were onboard with the new concept, and able to apply it consistently going forward. This included providing a campaign toolkit, creating designs for our prospectus, event stands and animated graphics. The team at Eleven also collaborated with other suppliers on our framework in relation to photography and video assets.

 

I’ve found Eleven really easy to work with. They’ve worked at speed to deliver what we need (sometimes within challenging deadlines). And we’re very pleased with the resulting creative. I’d happily recommend Eleven to other universities looking for a collaborative, creative and responsive agency partner. 

Director of Marketing
University of Central Lancashire
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