don't shout, play!

“Don’t shout, play”

Engaging with new audiences by handing over ownership of your brand

Bond & Coyne UCAS Masterclass

3 things…

3 things… Uniqueness Demonstration Control

Uniqueness

Uniqueness that makes one university stand out from another.

Uniqueness Demonstration

Uniqueness Demonstration of a university’s uniqueness through its communications.

Uniqueness Demonstration Control

Uniqueness Demonstration Control of how a university generates and shares its communications.

Uniqueness Demonstration Control + Case Study

I’m Mike Bond

I’m Mike Bond and I do two things

…and have done for the past 13 years

Strategy Director Bond & Coyne

Senior Lecturer Graphic Design Kingston University

Bond & Coyne is a brand design agency

Bond & Coyne is a brand design agency founded on the belief that design should be based strategy-led problem solving

Bond & Coyne is a brand design agency founded on the belief that design should be based strategy-led problem solving so that the results are fit-for-purpose as well as beautiful.

Seen the HE sector change … — from inside as staff member — from outside as consultant

Uniqueness

Uniqueness in HE is notoriously hard to achieve

Many institutes can say: — provide high quality education — offer a broad range of courses — good looking campuses — strong community — excellent research reputation — notable employment figures — focused on you and your career

Uniqueness can be found

Uniqueness can be created

Created through demonstration

Demonstration of characteristic ‘x’

…and confidence to ‘let go’

Marketing Case Study Arts University Bournemouth (AUB)

Bond & Coyne

Demonstrate ‘fearless creative conviction’ through a reinvention of the prospectus

Bond & Coyne

Concept: Looking at the world from different angles

Bond & Coyne

@inspiredAUB made my cat a fort from your prospectus! Definitely

the coolest one! pic.twitter.com/

eFkTo5HOCz

European Excellence Awards 2014 Best Company Brochure Heist Awards 2013 Best Specialist Prospectus

Bond & Coyne

The question was

…how could we translate this demonstration of uniqueness into a digital experience?

We built the app ‘kscope’

Presenter Notes (not visible):

[world map]

There was also an opportunity for us to create some-thing that would allow us reinforce the international appeal of the AUB.

We designed a world map that would populate in real time with the kscopes being generated.

ZOOM INTO COVENT GARDEN ON THE MAP.....

Presenter Notes (not visible):

[world map]

There was also an opportunity for us to create some-thing that would allow us reinforce the international appeal of the AUB.

We designed a world map that would populate in real time with the kscopes being generated.

ZOOM INTO COVENT GARDEN ON THE MAP.....

Some of the kscopes people have created:

Bond & Coyne

How did we launch kscope?

Bond & Coyne

What impact did kscope have?

Bond & Coyne

Achieved over 21,000 downloads within its first week.

Bond & Coyne

Within 24 hours of launch, kscope images and films were uploaded from the UK, Indonesia, Russia, France, Norway, China, Malaysia, Hong Kong, USA, Australia, Philippines, Singapore, Thailand and Italy.

Bond & Coyne

kscope has played a central role in creating a unified marketing approach across all departments in the university

Bond & Coyne

Brand Impact Awards 2014 Education Brand Campaign of the Year

Heist Education Awards 2014 Gold Award for Innovation & Creativity

Bond & Coyne

Brand Impact Awards 2014 Education Brand Campaign of the Year

Heist Education Awards 2014 Gold Award for Innovation & Creativity

Chartered Institute of Marketing Awards 2015 Winner in Innovation Category Chairman’s Grand Prix Award

Bond & Coyne

“We’re not that kind of place…”

Bond & Coyne

You don’t need content to be creative in order for marketing to be creative

Bond & Coyne

And what was the real impact seen by the AUB?

Bond & Coyne

— Year-on-year increase in applications 8.5% — 3 year growth trend — Engagement with target audience — Press coverage in THE, Design Week, and Guardian plus local PR — Apple Store event in Covent Garden — Increased impact at UCAS events — Engagement tool for UK schools and colleges liaison and overseas trips

Bond & Coyne

So how did AUB get there?

Bond & Coyne

Uniqueness — Defined a uniqueness — Turned up volume on that uniqueness — Creating marketing that is a USP in itself

Bond & Coyne

Demonstration — Finding a compelling way to demonstrate its uniqueness and philosophy — Being aware of its audience and what they’d respond to — Doing (or playing), not shouting.

Bond & Coyne

Control — Letting go of control in the right places: — The way its prospectus is read — Generation of brand imagery — How university created its brand material

Bond & Coyne

A 27% rise in student applications over 3 years

Bond & Coyne

Thank you

Mike Bond Strategy Director, Bond and Coyne

mike@bondandcoyne.co.uk

don't shout, play!

bond coyne concept

demonstration of uniqueness

universitys uniqueness

brand design agency

european excellence

high quality education

new audiences

fearless creative conviction

Design

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