How we collaborated with UCAS to review, develop and improve the UCAS/Discovery digital experience for 2021. We aimed to take their experience to the next level after we’d helped them to accelerate their move towards virtual open days during the pandemic.
Putting audience insights at the heart of this project, we created a clear strategy and vision based on the wants, needs and behaviours of young people. Together with UCAS, we developed an exciting new identity. We pushed the existing digital platform to its limits to stand out in the market. And we transformed their virtual open day experience by creating a simplified user-journey and inspiring video content, including student tour guide videos to help welcome people and show them around.
Our job was to work with UCAS to bring the experience to life through a memorable name, standout identity and inspiring content that would connect with young people and their influencers. We set out to create the content our audience wanted to see. And we only had a few weeks to do it in!
Collaborating with UCAS, we created a name, logo and colourful identity for UCAS/Discovery. As young people had gone through a tough time, particularly regarding their education, we made sure the identity was bright, positive, energetic and reflected a new journey and vibrant online festival that had headline acts, backstage content from students and places to chat to universities and students.
At a strategic level we worked with UCAS to map out the different sections and identify the content gaps to create a platform where students could be inspired, get advice and decide on their future path by exploring a wide range of post-18 options. We then created 40+ videos in around six weeks designed to appeal to students at different stages of the journey:
We helped to transform the user journey and migrate all of this content to a new online platform, advising on the structure, strategy and content. We also played a key role in marketing UCAS/Discovery through new video and social content. Together we:
“Waterfall have helped us to reimagine our face-to-face and virtual events, introducing the brilliant UCAS/Discovery brand, and helping us show our audience how the off-line and online events connect. Thanks to Waterfall’s strategic input, our information, advice and guidance content for applicants making crucial post-school decisions has increased in quality and reach. They’ve helped us to reimagine UCAS content, which was traditionally focused on the application process (the form) to be inspiring and relevant to all students, not just those headed for three-year undergraduate degrees. Waterfall are a brilliant, supportive and inspiring team to work with.”
– Dave Penney, Director of Marketing, UCAS
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