How do you tell local students you should still be their first choice?

University of Canterbury : Back in to it - Semester 2 Campaign

Campaign Strategy + Brand Engagement

The Challenge

When experience and attitude make a difference – you need to tell your stakeholders. The core focus for much of Canterbury (following the the devastating and tragic earthquakes of September 2010 and February 2011) is on rebuilding, gathering together and refocussing - not on what you have lost, rather on what you do and where you need to go. The plan for a vibrant new Christchurch is well underway, the message the region and the rest of New Zealand need to hear is that the people are there to stay, and the city is open for business.

For University of Canterbury (UC), the challenge is also to demonstrate why you are vital and valuable to the city and the regional economy - now and in the future - and that you are here to play an important role in the rebirth of Christchurch and Canterbury.

The Solution

For UC their recruitment challenge needed to be met with a realistic, frank and yet confident proposition. Their June/July recruitment and stakeholder engagement campaign required a platform to ensure numbers for second semester, staff and student confidence, business continuity and setting platform for 2012 recruitment were established.

A continuation of the U-CAN platform was delivered, speaking directly to potential undergraduates. The creative platform U-CAN sustained and taken across executions for all colleges (from Arts, Engineering, Business to Education and Science).

Key considerations: Recruitment campaign and multi stakeholder engagement platform required to ensure numbers for second semester, and comfort the market about the universities business continuity. This campaign also sets a platform for UC’s 2012 Undergraduate recruitment effort due in September 2011.

Segmentation: Current Undergraduates, prospective undergraduates and their influencer groups. Media and Staff.

Media: Press and outdoor, bus backs and bus shelters. Supported with PR, collateral and digital. Undergraduate acquisition the prime target and with a focus on protecting the ‘Local’ catchment.