The Communications and Marketing team is pleased to share news of the University’s New World campaign.
Copies of the 2018 undergraduate prospectus are now printed and being distributed to prospective students at UK and international student recruitment fairs.
If you would like to take a look at the prospectus, please feel free to download a copy by clicking here.
The prospectus is the first piece of collateral created for the New World undergraduate student recruitment campaign. The New World campaign replaces the previous Ambition campaign, which has been running since 2013.
The objective of the New World campaign is to attract bright prospective undergraduate students for 2018 entry and beyond, positioning the University of Southampton as the firm choice in their university shortlist, and a top-quality option within the Russell Group. This is to respond to the University’s student recruitment strategy, and help make Southampton an attractive place to study for home and international students.
The campaign is being led and managed by Communications and Marketing, and championed by VP Education, Alex Neill. It has been developed with input from other professional services including Student Recruitment and International Relations (SRIR), Institutional Research (IR), Student and Academic Administration (SAA) as well as some input from academic champions.
The campaign key messages and visual identity are based on market research conducted through an external market research agency, which specialises in the student market, with pre-applicants and applicants from the UK, EU and overseas.
A key outcome from this research is that prospective students shortlist universities based on rational factors (such as employability, reputation, course content, cost, facilities and location) and then prioritise their options based on emotional factors.
The prospectus uses a new image style on its cover that hasn’t been used in the University brand before, with examples of key Southampton locations with current Southampton students. This is the first time since 2007 that the prospectus has an image on the cover, rather than a plain block colour with text only. The front and back sections, which sell the benefits and general facilities of the University have been reviewed and now reflect recommendations from the market research and student feedback.
A series of face-to-face meetings and briefings are taking place to inform colleagues involved in student recruitment about the campaign.
For more information or if you have any questions, please contact Ines Teresa-Palacio, Head of Strategic Marketing at: [email protected].
