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University of Leicester

Replacing open days with a virtual festival

As the UK went into lockdown, universities quickly moved their all-important open days online and brought together lots of video content from far and wide. However, this can look very fragmented. So, when the University of Leicester asked us to help them create a virtual open day that would lead the way in the Higher Education sector – we helped them put on an experience that was more like a summer festival.

 

Main Event

We kick-started things with a workshop that helped to shape the strategy and event content from student welcome videos and VIP tours to course videos, a help tent and Insta-Prospectus. We also looked at the name and a distinct look and feel. Main Event was born and brought to life with a consistent modern design to reflect a summer festival and provide some positivity.

At the heart of Main Event is a distinct graphic style and animated video with sonic branding that brings a consistent look and feel to everything. This captures the vibrancy and energy of a summer festival while making sure all of the content looks part of the same event, not a mishmash of things from different sources. It looks great added to existing videos and the many new videos created by us and the University’s design team from welcomes to course videos recorded by academics on Zoom.

 

Student tour guide videos

We’re particularly proud of the student tour guide videos at the start of the experience. You can choose which student you want to welcome you to the event and talk to you about what you can see and do at Main Event.

We created these during lockdown with the support of our videographer who contacted each student, tested their tech and helped them create a homemade greenscreen, so we could add the web graphics behind them afterwards.

 

Citizens of Change video

As ‘Citizens of Change’ is at the heart of the University’s new brand and proposition, we communicated this powerful message through a hero video that combined stock footage with existing content. After all, a video shoot was impossible. We took great care to find the right voiceover and music and edit the audio in our sound booth. You can watch the video at the Main Stage of Main Event.

 

Course cluster videos

As some students already know the sort or area they want to study, but not a particular course, we also created 10 course cluster videos. These 60-second videos get across the exciting things you can study in that field, as well as reasons why students should study them at the University of Leicester.

 

Instagram Stories

Not only can students read the University’s prospectus at Main Event, we created 6 Instagram Stories that students could quickly go through on the University’s Instagram page. This Insta-Prospectus is also supported by 10 more course cluster Instagram Stories.

 

Spreading the word on social

To make sure students knew about Main Event, we created PPC and organic social content to promote Main Event. We also produced a toolkit, so other partners could help to promote the festival. While Main Event is a 24/7 experience, the University also puts on all kinds of live events on social media on the days their physical open days were supposed to go ahead.

 

Results

From concept to going live, everything was completed in just a few weeks. And our approach really struck a chord with potential students. On the main launch day Main Event had 10,400 unique views, of which 6,000 went directly to Main Event.

Over 2,300 of these unique users actively engaged with Unibuddy chats and talked to current students on the day. Which just goes to show that you can really shake things up and be sector leading with some creative thinking and a real partnership approach.

 

 

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