don't shout, play!
TRANSCRIPT
“Don’t shout, play”
Engaging with new audiences by handing over ownership of your brand
Bond & Coyne UCAS Masterclass
Bond & Coyne UCAS Masterclass
3 things…
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3 things… Uniqueness Demonstration Control
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Uniqueness
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Uniqueness that makes one university stand out from another.
Bond & Coyne UCAS Masterclass
Uniqueness Demonstration
Bond & Coyne UCAS Masterclass
Uniqueness Demonstration of a university’s uniqueness through its communications.
Bond & Coyne UCAS Masterclass
Uniqueness Demonstration Control
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Uniqueness Demonstration Control of how a university generates and shares its communications.
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Uniqueness Demonstration Control + Case Study
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I’m Mike Bond
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I’m Mike Bond and I do two things
…and have done for the past 13 years
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Strategy Director Bond & Coyne
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Bond & Coyne UCAS Masterclass
Senior Lecturer Graphic Design Kingston University
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Bond & Coyne UCAS Masterclass
Bond & Coyne is a brand design agency
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Bond & Coyne is a brand design agency founded on the belief that design should be based strategy-led problem solving
Bond & Coyne UCAS Masterclass
Bond & Coyne is a brand design agency founded on the belief that design should be based strategy-led problem solving so that the results are fit-for-purpose as well as beautiful.
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Seen the HE sector change … — from inside as staff member — from outside as consultant
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Uniqueness
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Uniqueness in HE is notoriously hard to achieve
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Many institutes can say: — provide high quality education — offer a broad range of courses — good looking campuses — strong community — excellent research reputation — notable employment figures — focused on you and your career
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Bond & Coyne UCAS Masterclass
Uniqueness can be found
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Bond & Coyne UCAS Masterclass
Uniqueness can be created
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Created through demonstration
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Demonstration of characteristic ‘x’
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…and confidence to ‘let go’
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Marketing Case Study Arts University Bournemouth (AUB)
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Demonstrate ‘fearless creative conviction’ through a reinvention of the prospectus
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Concept: Looking at the world from different angles
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@inspiredAUB made my cat a fort from your prospectus! Definitely
the coolest one! pic.twitter.com/
eFkTo5HOCz
European Excellence Awards 2014 Best Company Brochure Heist Awards 2013 Best Specialist Prospectus
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Bond & Coyne
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The question was
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…how could we translate this demonstration of uniqueness into a digital experience?
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We built the app ‘kscope’
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Bond & Coyne UCAS Masterclass
Bond & Coyne UCAS Masterclass
Presenter Notes (not visible):
[world map]
There was also an opportunity for us to create some-thing that would allow us reinforce the international appeal of the AUB.
We designed a world map that would populate in real time with the kscopes being generated.
ZOOM INTO COVENT GARDEN ON THE MAP.....
Bond & Coyne UCAS Masterclass
Presenter Notes (not visible):
[world map]
There was also an opportunity for us to create some-thing that would allow us reinforce the international appeal of the AUB.
We designed a world map that would populate in real time with the kscopes being generated.
ZOOM INTO COVENT GARDEN ON THE MAP.....
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Some of the kscopes people have created:
Bond & Coyne UCAS Masterclass
Bond & Coyne UCAS Masterclass
Bond & Coyne UCAS Masterclass
Bond & Coyne UCAS Masterclass
Bond & Coyne UCAS Masterclass
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How did we launch kscope?
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What impact did kscope have?
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Achieved over 21,000 downloads within its first week.
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Within 24 hours of launch, kscope images and films were uploaded from the UK, Indonesia, Russia, France, Norway, China, Malaysia, Hong Kong, USA, Australia, Philippines, Singapore, Thailand and Italy.
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kscope has played a central role in creating a unified marketing approach across all departments in the university
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Brand Impact Awards 2014 Education Brand Campaign of the Year
Heist Education Awards 2014 Gold Award for Innovation & Creativity
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Brand Impact Awards 2014 Education Brand Campaign of the Year
Heist Education Awards 2014 Gold Award for Innovation & Creativity
Chartered Institute of Marketing Awards 2015 Winner in Innovation Category Chairman’s Grand Prix Award
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“We’re not that kind of place…”
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You don’t need content to be creative in order for marketing to be creative
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And what was the real impact seen by the AUB?
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— Year-on-year increase in applications 8.5% — 3 year growth trend — Engagement with target audience — Press coverage in THE, Design Week, and Guardian plus local PR — Apple Store event in Covent Garden — Increased impact at UCAS events — Engagement tool for UK schools and colleges liaison and overseas trips
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So how did AUB get there?
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Uniqueness — Defined a uniqueness — Turned up volume on that uniqueness — Creating marketing that is a USP in itself
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Demonstration — Finding a compelling way to demonstrate its uniqueness and philosophy — Being aware of its audience and what they’d respond to — Doing (or playing), not shouting.
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Control — Letting go of control in the right places: — The way its prospectus is read — Generation of brand imagery — How university created its brand material
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A 27% rise in student applications over 3 years
