COVID-19 has had a significant impact on how universities presented themselves to prospective students—reacting and communicating relevant information so that students can make an informed choice, but yet still promote an attractive proposition to encourage students to apply. Swansea University was no exception.
Swansea University's “Come Find Space” campaign was a creative response to the marketing challenges presented by the pandemic. In March 2020, we faced the prospect of a 40% drop in home undergraduate students, so we created an authentic way tell our story to attract prospective UK undergraduate students to study with us, whilst acknowledging that COVID-19 is causing uncertainty and worry.
The campaign unashamedly used our location as a differentiator to our competitors by using video, memes, and student takeovers. The campaign aimed to attract students based in major UK cities who were experiencing tight travel restrictions due to COVID-19, and tapped into their desire for some “open” space.
From the Judges
Good idea to hop onto something trending on social media.
