The Challenge

Raise the brand perception of a young university in a traditional market.

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Insight

An extensive brand immersion process by the Engine Creative team combined with existing market research from within The University formed the basis of our brand strategy. With a national shift in the expectation of exactly what a university should deliver as an organisation, we wanted to recognise and celebrate that The University of Northampton has delivered very tangible results to business and society as a whole.

Output

Leading with a national TV campaign (TVC), the 'Transformed. Inspired.' concept marks the transformation of The University of Northampton into a premium HE organisation that is well placed to deliver a range of solutions to a broad target audience. The execution of the concept showcases three very different moments of transformation that The University has inspired whilst also highlighting regional, national and international impacts. From a brand awareness perspective right through to individual schools and specific markets, the 'Transformed. Inspired.' message unites all brand communications and is being used across different media and supported by The University of Northampton's internal marketing team.
The Payback
  • Digital activity including Facebook, Spotify and LinkedIn has significantly increased traffic to northampton.ac.uk.
  • 0.23% CTR on online banners (230% above UK average).
  • Outdoor media and TV has raised the profile of The University regionally and nationally.
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