When the marketing team at the University of Limerick embarked on a large-scale marketing campaign to promote postgraduate studies, they started with an extensive research and discovery process. When the word “curious” kept coming up, they knew they had their theme. “Stay Curious” won a gold Circle of Excellence Award by enlisting student ambassadors, who shared their real-life stories. Learn more about the campaign and see images here.

Why did the theme “Stay Curious” resonate with your target audience?

We did a lot of research before we ever wrote a word, took a photo, or produced a video to find out as much as we could about our prospective postgraduates. We created personas based on that research to help us really understand our target audience, which is quite diverse.

Throughout our research, curiosity kept coming up, particularly in one-to-one interviews and in focus groups as people shared their own unique journeys. We heard things like, “I’ve been working in a bank for 10 years, but I was always curious about teaching.” Then, in focus groups with our own academic staff, they told us that at UL they found the freedom to explore their curiosity and their research interests.