Developing a specific integrated campaign alongside an ongoing bespoke relationship across digital and print.
Place Promotion Objective
To develop an integrated marketing package to support Leeds College of Art’s creative achievements such as end of year shows and its iconic place in the City of Leeds.
A generic brand awareness exercise.
To specifically celebrate Leeds College of Art’s 170th birthday.
Impact
Heightening the profile of the University within the city and specifically attracting new students to the University. Having the celebration magazine ready and printed ready for gift bags being given out at the prestigious University birthday party.
“Leeds and all it has to offer is a major attraction for our prospective students and crucial in their decision of where to study. Independent Life’s print and digital publications showcase this to brilliant affect – I don’t know how anyone could not want to come and study (and eat, drink, dance, watch, play, visit) in Leeds after flicking through the Little Black Book. It’s the best thing we’ve ever had to market Leeds to prospective students.”
Andrew Craske, Head of Marketing, Leeds Arts University
Our Approach
ADVISED on and clarified specific objectives and diary dates and advised on the best options for an integrated campaign across print and digital over an academic year.
COLLABORATED with relevant personnel to discuss the logistics of a magazine takeover using current students and alumni to create a Leeds Art University birthday specific magazine using their content re-written in our style.
FACILITATED and kickstarted the annual campaign with a full digital package of articles around specific briefs integrated across all of our channels including a combination of digital and printed. Articles with supporting display ads in each magazine and prominent back page book sponsorship of our Little Black Book of Leeds.
DELIVERED and exceeded execution of the brief and objectives resulting in the commission of a further annual package which has proved ongoing since this time.