Bath Spa University

2018 Undergraduate campaign

Our latest campaign for Bath Spa University launched in September. After four years of working together we constantly look to up our game to keep the creative fresh and relevant, and to keep the university ahead of the huge changes in the market.

  • 10% uplift in Open Day bookings
  • Integrated campaign across digital and print
  • Bold new creative

The brief for this campaign was to stand out and disrupt, rather than blend in with competitors. The “Make it” concept developed by Bray Leino CX not only gave us the impact that we were looking for, but also felt uniquely Bath Spa. The campaign toolkit has been hugely valuable to the whole marketing team here, ensuring consistency of design, tone of voice and messaging in all our communications targeting prospective undergraduate students. The campaign performed strongly too, with our Open Day bookings seeing a 10% uplift in this cycle.

Sarah Amphlett, Head of Brand Engagement

Whole Picture Solution

Challenge

New, bold, strategy and creative for the UG 2018 campaign. Giving Bath Spa stand out in a challenging market – presented as a progressive, forward looking, creative university. To drive acquisition via Open Day attendees as well as profile raising.

Approach

The creation of a new big idea ‘Make it’ which can be rolled out across all channels, including digital OOH, Snapchat ads and filters, Spotify sponsored sessions, programmatic and social. The development of a campaign guide and toolkit for the in-house creative team to use.

Results

We have seen a 10% uplift in Open Day bookings.

  • Increase
    in Open Day
    bookings

  • Bold new
    creative and
    toolkit

  • Dynamic tone
    of voice
    and messaging