What we do > ...being different from others
Being different from others…
Case study: The Robert Gordon University
The problem…
Picking a university is often our first ‘grown-up decision’. But, as similar-looking and -sounding prospecti pile up, the choice can be overwhelming. See one cover of smiling students carrying textbooks, and you’ve seen ‘em all. With ‘design by committee’ commonplace, it’s a brave institution that tries something different.
Our solution…
We approached things on the audience’s terms, not the university’s. Acknowledging ‘choice’ was fundamental. Our cover featured a sweet shop, headlined “One, just one, it’s a big decision”. This imagery and tone was unexpected and different, and showed RGU understood the position students faced. In informal tests, it was almost always the cover picked from a pile.
We also edited the prospectus, replacing the tendency for universities to talk about themselves (“The university guarantees accommodation for all students”) with honest, real copy, aimed directly at students (“You’ll definitely get a room”).
The result…
Applications rose 11.1%, and the prospectus was nominated for a Heist education marketing award and named The Sunday Times Unofficial Best UK Prospectus.