The Outcome

The research phase enabled us to build out impactful insights, revealing real human truths, to inform the strategic thinking and creative brief behind the campaign proposition 'Find You'

We built a Customer Value Proposition map and design guidelines which resulted in a number of concepts from our creative teams. We then went on to test our creative concepts, propositions and messaging with our original research participants, so we could be sure that it was relevant and resonated with our target audience to drive conversion.

Following sign off, we developed the campaign for roll out across TV, radio, out-of-home (OOH), digital and social channels; working with our trusted long-time production partners over five days of carefully planned photography and film shoots. We used our research to guide the scripting and selection of voiceover artists, talent and soundtracks for each version of the final ad, developing multi-scenario campaign messaging houses and detailed asset plans to suit the media laydown.

In addition to the campaign activation, we supported UON in other key areas of their marcomms as part of their student recruitment drive.

This included a full content review of their printed collateral that is handed to prospective students at UON open days. This was delivered as a workshop; we sat down with the marketing and events teams to fully understand the structure of their open days and what information prospective students receive at each touchpoint. This allowed us to refresh and refine the current collateral where appropriate. As part of this work we also updated videos and printed assets that feature on the UON event stand to ensure it was aligned to the new ‘Find You’ campaign.

As part of the campaign roll-out, we developed design concepts for the 2024 Undergraduate prospectus. Upon approval of the favoured creative route, we updated messaging throughout the prospectus to bring it in line with the new campaign and rolled out the new design concept across the 120+ page prospectus.

We also supported UON with creative ideas for a bespoke direct mail piece that would be sent to prospective students post-Open Days to put UON top-of-mind when confirming their University application choices. We held an internal workshop attended by members of our creative, account management and strategy teams, as well as recently graduated members of the RKH team. Along with drawing upon insights from our initial research and industry published reports, this allowed us to pull together a creative presentation to share our ideas.