Kings College / Liverpool Hope
Even Higher Education
For over 10 years, McCann Central’s dedicated Education division has delivered specialist marketing for student recruitment, alumni relations, education branding and all things HE. Our experience includes work with University of Essex, Keele University, Kings College London, Lambeth College, Liverpool Hope University, Middlesex University, Sandwell College, and University of Warwick.
We understand that today’s Universities need to strike a delicate balance between approachable brand and efficient recruitment marketer. Mainstream agencies can often lack the brand or HE experience to do the job properly, which is exactly why our team exists.
Kings College London approached McCann Central to raise awareness and applications for the Kings Living Bursary (KLB). The KLB was inaccessible due to its lengthy Ts&Cs which needed to be detailed around the financial assistance the bursary provides to students.
To introduce the benefits of the bursary in a fun and accessible way, we created a stop-motion animation film presenting key detail with engaging and impactful creative. As the film was produced by our in-house studio, Craft Central, it was also highly cost effective.
Our film was shared via a combination of KCL’s owned and paid media channels, including a highly targeted Facebook campaign. Not only has the film seen an upturn in enquiries around eligibility, but has also increased the number of students successfully applying for funding.
When Liverpool Hope University reviewed their brand platform, they needed a strong creative campaign with the aesthetic depth to evolve.
Our concept was to reflect the university’s warm and welcoming campus environment by drawing from student’s own personal experiences. These engaging stories were played out across the prospectus, social media, cinema, video-on-demand, and out-of-home.
In a market declining by 20%, Liverpool Hope maintained their previous year’s levels of applications and enquiries. What’s more, they now had a focal point for the brand from which to grow and evolve.