University Centre Stamford Rebranding – Project Team: Hayden, Dee and Denis.
Aiming to create an independent appearance for the new University Centre Stamford that will sit alongside the New College Stamford branding whilst standing on its own.
- Branding – Logos, Colour Themes, Typography, Brand Guidelines
Template for others to follow to create a prospectus.
- Publication – Prospectus, posters, banners.
- Promotional/ Marketing Material – Social Media.
- Internal/ Exterior designs.
- Events/ exhibitions- open days, career fairs.
- School leaver’s – 16 to 25 year olds.
- Parents – 30 to 50
Inspire parents to encourage their teenagers to come to UCS.
Area: Cambridgeshire/ Lincolnshire.
Freedom, Respected, Valued Individual, Grown up, Supported, Casual Atmosphere, Smaller class sizes, Value for money – finance, Achievable qualification, Progression, Connections – Bedfordshire University, Bishop Grosseteste University and Brighter Future.
Fast paced and congested.
Less social life.
- No distinct independence.
Key words/ Brand Values:
BRANDING COLLEGE WEEK 1 REFECTION
Today was our first day of getting together as a team. We had spent some time gathering ideas from other college and university branding but discovered that we shouldn’t be looking for inspiration in this way. We should be researching our audience and making decisions from this instead. Del also told us that looking at the core values are secondary to this.
We started looking at advertising that target 16-25 year olds after deciding that this was our audience. We also feel that parents of teenagers are also our target, and that Cambridgeshire and Lincolnshire is the area we should focus on.
In oder to gain a profile of our target market we wanted to find out the motivations behind going to uni and what they expect from their education. We came up with:
- TO GAIN A SENSE OF FREEDOM
- TO GAIN RESPECT
- TO FEEL VALUED AS AN INDIVIDUAL
- TO FEEL AND ACT LIKE A GROWN UP
- TO FEEL THE QUALIFICATIONS WERE ACHIEVABLE & WORTHWHILE
- TO GAIN DIRECTION & PURPOSE
- TO GO ON A JOURNEY
- TO BE WITH FRIENDS (MAKE NEW FRIENDS) CONNECTIONS
- TO BE BELIEVED IN
- TO BE SUPPORTED WHEN REQUIRED
- GAIN INDEPENDANCE
- TO AIM FOR A BRIGHT FUTURE
- GOOD RESOURCES, LECTURES
- TO FEEL GOOD ABOUT THEMSELVES
- TO GROW AND LEARN ABOUT THEMSELVES AS WELL AS THE CHOSEN SUBJECT
- BREATHING SPACE WHILE DECIDING ON ROUTE TO TAKE
And we wanted to think about the ways that Stamford Uni is a better option for some than others. We realised that some people want the full uni experience of being away from home and doing all the typical student stuff like clubbing and partying in between studies, but we feel there are some who still want:
- THE SECURITY OF STILL BEING AT HOME WITH PARENTS
- NOT BEING AWAY FROM FRIENDS (KEEP SOCIAL CIRCLE)
- NOT HAVING TO PAY TOWARD ACCOMADATION AND FOOD
- TO REMAIN LOCAL
- SMALLER CLASSES
- MORE TUTOR TIME
- FINANCES KEPT LOW
From this we knew we were either looking to change the mind set of the people wanting the real uni experience, or attracting the ones who need the security of family and local amenities. We also knew that a lot of the encouragement would come from the parents so feel we have to incorporate this notion into our work. Perhaps it will be more about the marketing and advertising that will attract the parents but the brand will attract the target market teenager 16-25
We looked at things that interest teens such as fashion, music, technology, video games, sport and realised that they are:
- SELF CONSCIOUS
- WANT TO BE LIKED AND ACCEPTED BY PEERS
- POCKET MONEY
- THEY CARE ABOUT WHAT THEY LOOK LIKE AND HOW THEY ARE PERCIEVED
- SEARCHING FOR AN IDENTITY
- REBELLING AGAINST RULES AND REGULATIONS
- EMBRACING FREEDOM
This motivated us to look at campaigns targeting teenagers as we wanted to see why they were successful at speaking to them. We found FCUK and Paul Smith to be a large inspiration for us, as we noticed they were:
- BOLD COLOUR (DARK MYSTERIOUS)
- GOOD LOOKING TRENDY PEOPLE (ICONS & MODELS)
- EDGY & DIFFERENT
- SENSE OF FREEDOM
- THOUGHT PROVOKING
This made us think about what makes our audience tick and came up with the idea that if you tell a teenager NOT to do something, then they will rebel against it. We thought about the reverse psychology of DO NOT GO TO UNI, DONT AIM FOR A BRIGHT FUTURE. We ran this passed Del and he thought we had the beginnings of a great idea. The only thing was – will the college accept that sort of approach. Should we follow our gut and create something that would really attract our audience, or go with the safer option. Part of us really wants to venture down the dangerous route because it is different and this is one of the key things that the college marketing want to achieve. To stand apart from the rest of the college and be different to what other universities are doing.
Equinox are doing adverts like these and this made me think of the uni logo splashed over a naked body but it feels a bit too edgy.
The above video makes out the Equinox made them do it which is a really interesting concept but not sure if that goes against the encouragement to NOT DO IT
- WHO NEEDS UNI?!?
- UNI SUCKS
This made me look at what motivates teenagers
And why teenagers are easy to influence through visuals. It made me realise that it really all boils down to the fact that they really all they care about is what they look like and that they want to be accepted by their peers. Does this mean that we can make them look cool by rebelling against our DONT DO IT BRANDING?
12TH OCTOBER 2016
We spent a few hours discussing rebellious ideas and preparing questions for the Marketing Manager.
We have noticed that a lot of the typography geared towards teens is thin, long and straight…. we feel we should consider this when designing our logo as it must make a connection to the audience if large brands are using this approach. We also feel that it looks fresh and vibrant. We also noticed that the type is put in the middle of the page or slightly off side and trailing off the page. We wondered if this adds to the mystery and rebelliousness of teenagers.
Kate – Head of Marketing had a meeting with us to let us know a bit more about the branding of the college. We learned that they are open to new ideas and wouldn’t shy away from something controversial. It appears to be difficult to monitor all marketing done by the college, as they can only see obvious impacts when it is done digitally.
The target market is 16-25 and parents, so it would be good to come up with something that connects to both. Maybe we need parents included on the marketing but not sure how at the minute. Thinking about rebellious teens doing the opposite of what they are told but not sure how to get that message across yet.
Although they want to separate the college from the university, there still has to be a strand holding it together and at the moment they have compromised on the diamonds as they represent the shape of the roof. They are happy to hear other options.
I asked about the prospectus as at the moment it seems to focus on Stamford being a nice town to live but I wondered if students would be more interested in the nightlife or the youth culture around the town, as well as maybe having more focus on the actual courses. We have established that the youngsters looking to go to stamford uni instead of moving away from home to have the real uni experience are still requiring the safety blanket of home and familiarity or taking a breathing space while deciding on what it is that they want to do with their lives. They are also thinking of the financial aspect so maybe looking at affordable things to do in Stamford could be an option.
The college would like to have a better social media presence but rely on the students taking over this role as it is so time consuming so perhaps we could make a play on this in some way as this could be quite an interactive way of students connecting to students. We should make a big deal with Intagram, Snap chat, Facebook and Pinterest.
I think a lot more could be done to target the students already at the college as there is a captive market already in the building. Interactive marketing or a wow factor about stepping up from college to uni could be something to think about.