Lancaster University Management School
The Client
Lancaster University Management School (LUMS) is one of only two business schools in the UK to hold a Six Star rating for state-of-the art, cutting edge research. In addition they have also recently acquired the much coveted triple accreditation and are one of only a few prestigious institutions to have achieved this.
The Campaign
Wyatt was approached by LUMS to review, analyse and strengthen its student recruitment advertising activity both strategically and creatively. Concentrating on two specifically defined target groups – MBA and Masters applicants, Wyatt created consistent advertising in both national and international media.
It was decided that going forward messaging would place less emphasis on rankings and much more on establishing an independent reputation for being better (or even the best) by being different. This was achieved by highlighting the school’s innovative ‘action learning’, together with the approachability and collegiality of staff and students.
The whole recruitment campaign was heavily media-based and carefully designed to take full advantage of the advertising opportunities offered by the UK national press as well as key major international publications.
New media opportunities have also been extensively utilised, with both display and advertorial content. Both online and offline opportunities are very important to provide LUMS with a fully integrated campaign which resonates with the target market.
The Results
- Strong, relevant and single-minded messaging
- Clear and recognisable identity
- Powerful ‘standout’ in a busy press environment
- A consistent strategy in the higher education market
- Student applications have increased significantly
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