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University of Gloucestershire

SCRAPPING THE PRINTED PROSPECTUS

To print? Or not to print? That was the question. Prospectuses provide lots of useful information. But students tend to only read a few pages. During this critical climate decade, is printing something that will mostly go to waste – the right thing to do?

It’s an issue lots of universities and colleges have been wrestling with. We worked with the University of Gloucestershire to deliver a creative solution that provided a bold alternative to the printed prospectus as part of a highly innovative campaign. As we all love print, scrapping the printed prospectus this year was a big decision. But it was time to be bold and disruptive.

The University of Gloucestershire had just been named the UK’s most sustainable university. And printing a prospectus didn’t fit with the ethos of the wider ‘Who cares? We do.’ campaign message that taps into what potential students care about and reflects how much the University cares for its students and the planet.

The exhibition stand at UCAS fairs had a massive QR code, so students could scan the code on their mobile and read the digital version of the University prospectus that had all the info they needed. The stand also highlighted the University’s Instagram page, where students could learn more about what they cared about through six Instagram Stories that featured key messages, quotes and videos from the University’s current students and support team. We connected with students in the way they want to while covering such important topics as fitting in, sustainability, student support, employability, the value of a degree and life in Gloucestershire.

At the fairs, potential students could also try edible pods filled with cordial that dissolved in their mouths. They could quench their thirst without a water bottle in sight. Potential students could take away wristbands printed with the campaign message and QR code that had wildflower seeds printed in the paper, so they could be planted at home. A few small printed cards were also handed out, so people could scan the QR code and access the digital prospectus and an online portal where potential students could access all the great content and talk to current students.

The response from students has been brilliant! The different look of the stand created a real buzz. And the momentum and strong message has grown beyond the fairs through social media posts and a video that captures the story.

 

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