Gallery: Shaping the World campaign
Shaping the World marketing campaign, Birmingham City University
The (Our graduates are) Shaping the World multi-channel campaign was devised by Kathryn to launch the 2014 recruitment cycle pushing visitors to the Autumn Open Days, as part of an integrated strategy across all communications, recruitment and conversion activities to reduce dependency on Clearing. The focus of the campaign was on graduates, identifying powerful case studies from across the globe to inspire the next generation by demonstrating the impact past graduates have made on the world and encouraging others to start their story. Messaging and content - the majority written by Kathryn - was purposefully inspirational, responding to research like the BBC's Generation Project, which has shown that youngsters 'think big'. Some 6,168 prospective students attended Open Days in October and November 2013 compared with 4,298 the year before. By June 2014, the University had witnessed a further 12% increase in UCAS applications, with over 67% more unconditional and 6% more conditional acceptances, and a 14% increase in postgraduate accepts.