Edge Hill University

Developing a strong sub-brand to run throughout the whole student recruitment cycle culminated in increased visitor attendance at open days.

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based in the north west of England, Edge Hill gained university status in 2006, and with 17,000 students, is the fastest growing university in the country.

Edge Hill knew they had a great offer to students, both in teaching quality and student lifestyle, due in part to its location. However, it was struggling to convert applicants into students.

Our brief was two fold – develop a sub-brand that didn’t conflict with the main identity and increase attendance at visitor days.

They identified that if they could communicate effectively and more importantly, get them to visit, the conversion rate could be improved dramatically.

Our brief was two fold – develop a sub-brand that didn’t conflict with the main identity and increase
attendance at visitor days. The answer to the brand identity evolved from the main logo itself and it certainly didn’t clash. The ‘hi’ symbol gave us a platform whereby different messaging could be developed which communicated directly with the target audience, in a friendly, but authoritative way.
A programme of communication over the application period was also introduced; this involved regular updates, such as information on accommodation, finance and even what to expect during fresher week. This culminated in a totally branded open day, with large banners, branded student mentors and even specially printed menus.

Results
The strategy was deemed a great success, with a visible increase in open day attendance and a distinctive campaign, which was short-listed for a Heist Award.