Nottingham Trent University

Lead the field

How we put NTU’s business services at the heart of the local community to connect with organisations of all shapes and sizes in Mansfield and Ashfield.

Brief

When NTU opened their new campus, as part of a local regeneration project for Mansfield and Ashfield, they asked us to create a dynamic new brand to promote their Business to Business (B2B) offering across the region. Their business support services provided access to leading academics, talented graduates and first-class facilities, as well as courses for upskilling staff and support to access funding.

Solution

We created the ‘Lead the Field’ brand to inspire businesses in Mansfield and Ashfield to access the support they needed to lead the way in their markets. We made the most of NTU’s primary and secondary colour palettes to make sure the campaign stood out from the core University branding and marketing. We worked together with NTU to write video scripts with lots of personality and used dynamic type to get across the support on offer to businesses in a fast-paced style for a hero video and shorter service-specific videos. We also briefed a local photographer/videographer who took vibrant and authentic imagery at NTU and partner sites to give the brand a fresh look and feel.

Results

After creating the campaign name, brand and videos, NTU were so impressed that they decided to use the Lead The Field brand across the University’s whole B2B offer, and not just regionally, but nationally too. We produced a toolkit for the visual identity so that NTU’s design team could then take over and roll out the B2B campaign across their website, brochures, digital marketing and social media campaigns to grow the momentum.

So far, the business services web pages have had an 85.5% increase in views and a 180% growth in direct visitors. Paid media achieved over 4 million impressions and 9,000+ clicks. Over 4,000 employers now follow the business social channels with engagement increasing by over 4000%. And there has been a 28% increase in media coverage leading to a combined reach of 4.9 million.