In 2016, the University of Limerick, in conjunction with Mary Immaculate College, launched a new BA programme that offers students a choice of 19 subjects. Piquant Media developed and ran a campaign to promote the new course to potential students and explain the procedure for selecting and choosing subjects. This involved brand development, graphic design, iconography, brochure design, video and photography production, marketing campaign management and web design and development.
What we did:
- Brand Development
- Graphic Design
- Brochure Design
- Video and Photography Production
- Marketing Campaign Management
- Web Design & Development
CAMPAIGN CONCEPT & ICONOGRAPHY — In developing the concept for this campaign we focussed on the positivity of the element of choice. Working within the overall UL Recruitment Brand, we designed an icon for each of the 19 subjects and then hand-built a 3D icon for each one. We developed the tag line, ‘A Wider Choice at UL’, and combined this with 3D physical props to create a range of eye catching content for the campaign.
VIDEO & PHOTOGRAPHY PRODUCTION — We worked with UL to identify 10 students studying on the BA programme. We photographed each student on campus with their relevant 3D icon, expressing the story of the students in relation to their subject choices.
We created a campaign video that communicated the element of choice and focussed on the wide range of subjects available at UL, while also showcasing the beautiful college campus. In addition to the campaign video, we created a series of short videos where students revealed their passion for their chosen subjects. These videos were used in the social media marketing campaign.
GRAPHIC DESIGN — We rolled out the campaign concept combining the icon photography with clean graphics to create a full suite of marketing material including images, animated gifs and graphic elements that clearly expressed the key messages of the campaign.
PRINT — Our brochure design effectively communicated all the key details about the BA programme, including course combinations and choice options.
MARKETING CAMPAIGN MANAGEMENT — We managed and monitored a 4-week social media campaign to promote the BA programme to relevant audiences. We created a social media schedule and social content for native posting, provided copywriting for posts, designed social adverts (multiple formats and creatives), placed and monitored social adverts and delivered results and analytics. This campaign was rolled out on Facebook, Twitter, Instagram, Snapchat and YouTube.
WEBSITE DESIGN & DEVELOPMENT — We designed and built a website that combined information about the BA programme with the campaign video and photographic assets. The website included a clear call to action inviting users to subscribe to a mailing list (email & postal) for updated information about the BA programme as well as further brand development.
RESULTS — The campaign achieved its key aims of driving traffic to the BA website, generating subscriptions to the BA e-newsletter and in building awareness of the subject offerings on the new programme. The integrated approach resulted in cross-platform consistency including printed brochures, online banners, and native and paid social content.