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M

Recruitment Stand Redesign

University of Essex

Background

The University of Essex (UofE) is a British public research university whose original and largest campus is near the town of Colchester, England. It was established in 1963 and received its Royal Charter in 1965. The university ranks 2nd highest in the UK for student satisfaction and most recently won an award for outstanding student support. Over the past five decades the university has grown to more than 11,000 students, including over 3,000 postgraduates, who come from all over the world to study at one of three campuses in Colchester, Loughton and Southend.

Opportunity

Mackman was approached during the university’s 50th anniversary to support the redesign of the UofE recruitment stand (previously a table, branded cloth and exhibition banners) to be used at Higher Education and UCAS recruitment events and fairs. These events are held specifically to recruit new students and normally take place in large halls and exhibition centres.

The key focus of the stand was customer engagement. The stand therefore needed to be eye-catching and interactive for potential students of UofE and help customer engagement. This would involve using strong creative elements, whilst working within the UofE brand guidelines, to promote the diverse nature of the university. The stand needed to implement a strong visual identity that could be transferred to any future campaigns and/or marketing material to support further objectives.

Delivery of the stand needed to be ready for the launch of the recruitment season and would therefore take place over a short time-scale (two months) with success measured against the following long-term business objectives:

  • Help customer engagement- including potential students, within targeted demographics, to join the UofE
  • Support the increase in student attendance at the UofE open days
  • Support the long-term objective to achieve a 50% increase of student intake over the following five years

Solution

The team at Mackman worked to develop a stand that would not only be visually appealing and compliment the existing UofE branding, but also feature interchangeable elements to allow for optimum functionality at different events while conserving the stands strong visual element.

We considered the application of each individual element as well as the alternative functions they might perform. We took into consideration the weight and sizing of each stand element, the possible use of existing UofE roller banners for smaller events (rather than the cut through panels intended for larger events), the ability to safely secure a tablet device to the building block elements and the need for the floor graphics to be suitable for use on different surfaces.

To find out more about the University of Essex, visit their website at www.essex.ac.uk

Client Feedback

‘Working with Mackman Group has been a refreshing and engaging experience. Their client centred approach enabled them to mould around our needs and work to very short time scales to produce an innovative exhibition stand for our recruitment fairs. The results have exceeded our expectations, as well as catch the eye of our competitors. We are extremely pleased with all aspects of our working relationship with Mackman and hope to be able to work with them on future projects to support us in innovating our approach to student recruitment.’

Dan Barcroft, Communications and External Relations – University of Essex

“Working with The University of Essex was an exciting and new challenge for us. The new stand is able to clearly position The University of Essex as innovative market leaders”

Paul Mackman Client Lead
What Our Clients Say
We knew straight away that we wanted Mackman to be the brand agency to work with us on our project. We were given a real sense of confidence that they would do a great job and we were not proved wrong. We look forward to ‘growing together’ over years to come.
Jane Cotton, Board Director - ILECS (International Lift Consultants)

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