CASE STUDY

<< Back 

Southampton Solent University – a Faculty for Learning

Known at the time as Southampton Institute, Southampton Solent University has almost 16,000 full-time students who come from all over the world. It offers Foundation and Degree courses, Masters and PhDs, plus a variety of professional and short courses. Historically, it grew out of art, technology and nautical studies colleges and therefore, has always had strong vocational and professional leanings.

The Aim

To build the brand proposition of Southampton Institute in the South of England with a three month Summer Clearing Campaign for the University as a whole, plus developing a synergistic approach to the individual advertising and communication for three faculties – Faculty of Technology, Faculty of Media, Arts & Society and the Business School.

The Approach

  • CG worked closely with the education media, teachers, sixth form colleges, career advisors, parents, UCAS, exhibition/roadshow organisers to maximise the Summer Clearing Campaign and to develop strong promotional opportunities for each of the individual faculties
  • Focus groups and research indicated that potential students are very sensitive to being patronised and would respond more favourably to real students. CG therefore initiated a Clearing Campaign, with a strapline “Knowledge based power, Interactive Education”, which used current students rather than models. Immediate feedback showed that prospects found this “peer” communication approach effective
  • CG produced a national campaign on press and radio and on outdoor media, including billboards, Adshels and buses
  • CG extended the “Knowledge-based power” strapline onto the Southampton Solent University website via interactive pages. Potential students could find out more about the real-life students. Every advertisement had a web address which linked through to the interactive pages on the website

The Results

Quality research meant an increased awareness of the target market, which resulted in a more effective campaign. The level of personal interaction proved extremely successful and the numbers of hits on the website dramatically increased following the various campaigns featuring real students.