The University of Limerick had never implemented a large-scale marketing campaign solely focused on postgraduate study options. The launch of a new university strategy, increased focus on PG recruitment, and a new devolved marketing model changed everything. With small budgets but grand ambitions, we started by researching this core audience group, figuring out what they wanted from their uni and for themselves and brainstorming a campaign creative completely in-house that would inspire them to take action and follow their ambitions. Targeted peer-to-peer communication was the most authentic and impactful messaging we could offer, we knew had to ‘show, not tell’, bringing to life journeys students could identify with and imagine for themselves. We also had to bring all UL colleagues with us and stay true to the university brand.
In this session we will bring you through the steps of the campaign strategy and implementation and how achieving buyin throughout the University helped it to gather momentum. We hope to also reaffirm that there is phenomenal experience and marketing expertise in universities and how small budgets should not stop our big ideas. We hope as a group roundtable we can discuss the obstacles we all face to deliver effective campaigns and help each other overcome them.