Marketing to an audience who doesn’t want to be marketed to.
What we did
We needed to launch University of Limerick, or UL, nationally as a university to rival all others, a university that’s young, fun, innovative and dynamic. To do that we created an a campaign that revealed UL’s immense campus life and that also demonstrated its core truth of giving its students hands-on experience for their future careers.
We started by knowing that 50% of people don’t even know what course they’d like to do, so we started with a practical way to help. And to prove the hands-on nature of UL, plus pull people to StudyAtUL.ie, we asked our current UL students to pre-design a quiz to help prospective students to find their future course – and career – via www.StudyAtUL.ie
So not only are we whetting people’s appetites to see more of UL but also enticing them to explore their courses with help from our current students – via our shareable students quiz. Thereby turning our biggest influencers, our UL students, into our biggest persuaders. Because it’s one thing watching an ad, it’s another getting people to look up the website.
The UL campaign also disrupts the usual style of college ads which focus on successful ‘past’ students or rankings; instead we decided to focus more on the now: the incredible campus, the career-focussed courses, the influence of current students – and the craic – that lie ahead.
The campaign included collaborative social media, TV, cinema, TG4 Rugby sponsorship stings, radio and outdoor that continue the theme of hands-on experience, the power of current students, and the cooperative style of learning. UL truly is a university that puts its students first.