Breaking down barriers to postgraduate study
Potential postgrads were applying to the University of East London. But there was a problem. Successful applicants didn’t follow through – nor did they go anywhere else. The prospectus needed to persuade them to invest in their future and study at a local university that could fit learning around their lifestyle.
The challenge
From their research, UEL discovered something that would completely transform their PG messaging. Most prospective students who decline a PG offer don’t go to a competitor – they decide not to follow through with PG study at all. Armed with this insight, the team asked us to create a PG prospectus to break down barriers and explain what support UEL provides.
What we did
Captured the spirit of East London
With a bold vision, UEL needed provoking and energetic copy to match. A crucial part of this was adopting a tone of voice that reflected the character of East London - driven, creative, exciting and authentic.
Created a theme
To address potential concerns around PG study, we agreed on “the perfect fit” to emphasise how UEL helps students get closer to their goals. It also helped reinforce UEL’s messages around diversity and sense of community on campus.
Uncovered new insight
UEL wanted the prospectus to complement the website and avoid replicating information. By interviewing academics, we gathered new insight about subject areas and hero courses. We agreed this should effectively encourage them to visit the website or book on to an open day.
Added value at every opportunity
Every element needed to persuade prospective PG students. We helped create infographics, used existing videos to craft student stories and promoted their unique Professional Fitness and Mental Wealth programme throughout. No subhead was left unturned.
“You understood responded to the brief perfectly, captured a strong tone of voice that suited our approach and worked really closely with us to achieve our ends despite significant obstacles!”
Campaign Manager
University of East London
