We kickstarted Writtle University College’s new university status with a student recruitment campaign that would help solidify its brand position in a competitive market. The underlying objective was to create a brand message that was empowering, had longevity and would invigorate from within the university.
- Writtle College was established in 1893
- The College achieved University status in 2016
- It is a leading provider of land-based, animal, environmental, design and sport education
- Created an empowering brand message
- Increased the number of applications to university
- There was an increase of 9% in applications against the previous year
After opening its doors as a college in 1893, Writtle University College gained university status in 2016. Proud of their new recognition as a university, Writtle were ready to share the news.
Although Writtle were comfortable with their market position, they had great characteristics and prestige that were not being communicated. Writtle are known for being a leading provider of land-based, animal and environmental education. However, they also offer courses in other niche markets too. It was important to promote these as well as Writtle’s design and sport education programmes.
Writtle’s campaign needed to speak to a variety of key audience groups. From prospective students and parents to staff and current higher and further education students, the message needed to resonate with everyone.
Working collaboratively with Writtle’s in-house marketing team, we needed to create a campaign that would:
- position Writtle as a University to encourage drive and ambition
- grow awareness of Writtle’s courses, beyond horticulture, agriculture and animal science
- increase student applications at the university
Writtle’s use of language and tone of voice was similar to other Higher Education institutions. We needed to find a way to set them apart from their competitors, and promote confidence and inclusiveness.
What we did
With our experience of working in the education sector, we undertook workshops with key people at Writtle to identify the unique attributes of the university. This gave us the building blocks to create a campaign that illustrated what Writtle University College stood for.
The core principle of our design was to create one strong campaign message that all the key audience groups could identify with.
We’re ready. Are you?
The campaign message speaks directly to prospective students that staff could also get behind. It’s confident and empowering. Asking a simple question about being ready challenges the audience to evaluate their decision on their education.
It cuts through the noise of other university messaging. It ignites action.
The campaign’s message has versatility and longevity. The university continue to use it in their everyday marketing. #WrittleReady is still being used across social media by staff, as well as current and prospective students.
What we achieved
- 9% more applications to Higher Education courses than previous year
- 10% growth in undergraduate traffic on Writtle’s website
- 15% growth in further education traffic on Writtle’s website
Writtle University College saw an increase of 9% in applications to its higher education courses against the previous year. Nationally, there was a 4% drop in the sector year-on-year, giving a total of 13% more applications against the national average. Writtle’s competitors also saw a 6% drop in their higher education applications against their previous year’s applications.
A website development to align with a branding refresh, resulting in a consumer-led, responsive website.
A national network that works to encourage more young people into Higher Education
A campaign to launch the new status of a University, and solidify its brand position in a competitive market.