How ‘the explorer’ found a new path for our prospectuses

02 Jul 2018

After three years of minor updates, the University’s suite of prospectuses was due a refresh. We decided to put on our hiking boots and explore what’s possible.

The challenge

When we sent the 2018 suite of University prospectuses off to print, we allowed ourselves a brief moment of celebration: this mammoth undertaking was done and dusted for another year. Deep down, though, we knew that next year would be even bigger. We wouldn’t be able to sit back for long.

We’d just reached the end of a three-year cycle that sees us refresh, rather than reinvent, the prospectuses. The cycle approach is an efficient way of working on a project that requires the input and time of so many colleagues. But we knew that the time was right to do things differently.

In the past couple of years, we’ve come to understand the power of storytelling much more. We’ve harnessed the authentic voice of our students. We’ve learnt a lot from feature-led, visually rich publications such at the University magazine and the conversion suite, and seen first-hand what works on social media. So much of this could be translated to how we talk to our prospective students.

And then there was the perennial problem: how can we stand out from the other prospectuses on the stand while communicating the essence of our brand?

The solution

We didn’t hang around. Student Communications and Marketing (SCAM), as always, took the lead on the project, calling the kick-off meeting with stakeholders across the University early. In the meantime, the Design Team within the Division of Communications and Marketing (DCM) undertook competitor analysis and researched what prospective students are looking for. 

A creative proposal put forward by DCM recommended a new direction to appeal to the ‘explorer’ archetype. Our students choose Manchester for many reasons, but we know that they’ll look for more than just an education, taking part in sport, developing themselves through our Stellfy activities and getting to know our inspiring, pioneering city. We had to create an identity that would feed their natural curiosity.

With a creative direction in place, the project team were able to shake things up.

• A narrative structure would enable the reader to ‘wander through knowledge’ – a phrase borrowed from one of our most familiar academics, Professor Brian Cox. As they read the prospectus, they should move from discovery (who we are) to exploration (extracurricular activities) and orientation (halls, campus and city).
• Bulky, blocky copy was cut right back, replaced by bullets, pull quotes and magazine-style spreads focusing on our students and their own discoveries.
• A bold new front cover grouped featured students with University leaders in some of our grandest locations. We wanted to exude confidence and authority, yet demonstrate our community and diversity. 
• The pocket guide, in contrast, was styled minimally as a passport, in keeping with the explorer theme.
• Brochure templates in a similar style to the prospectuses were made available to Schools who may want to provide in-depth, bespoke information on their subject areas.
• In response to a need voiced by our recruitment colleagues, the course index was replaced by a table that brought entry requirements and UCAS codes into one handy, scannable place.

Colleagues from DCM and SCAM loved working together on the project. Each side brought different insights and skills that complemented each other. Weekly meetings kept the momentum and meant that ideas could be floated and issues ironed out.

Results

It’s early to judge successes at this point – indeed, the international and postgraduate prospectuses have not long been sent to print. But SCAM have commissioned market testing of the UGP from colleagues in the Student Insight Team. YouthSight are also surveying UK Year 12 students for us to get their take.

Some colleagues loved the cover, while others were less keen. On the whole, anecdotal feedback has been overwhelmingly positive. One of the most satisfying pieces of feedback came from Bernard Strutt, Head of UK/EU Student Recruitment, and a veteran of many a prospectus project. On viewing the postgraduate prospectus, he said:

“At the risk of sounding a little gushing (something I’m not renowned for!), I think it’s the best prospectus design I’ve seen to date. The inside cover shot is a lovely portrayal of the warmth and diversity of the University.”

Sally Sykes, Director of the Division of Communications and Marketing, said: “Delivering the new suite of prospectuses was a wonderful example of collaboration, not only within the core project team but with colleagues from across the institution too. I’d like to thank everyone who was involved.”

Next year

So, with the first year of the cycle out the way, we can now put our feet up for the next couple of years, right? Wrong. If we learnt anything from this year, it’s that we have to keep moving.

So we’ll be seeking as much feedback as possible and acting upon it. We’ll be starting work sooner to minimise bottlenecks and avoid those rainy months that play havoc with profile photography schedules. We’ll be looking at ways to streamline the whole process, cutting out content that doesn’t work so we can concentrate on that which does.

We’ll be treating the whole project as a campaign, integrating the identity across all the touchpoints that we may have prospective students, building a deeper connection and putting us at the forefront of their minds.

“Never stop exploring” – so goes the strapline of a well-known outdoor clothing brand. Our students won’t, so nor should we.