Exactly 12 weeks of solid work produced Hartpury University’s first ever postgraduate prospectus, with a distinctive new postgraduate brand and a direct mail campaign that multiplied prospect enquiries.
- ClientHartpury University
- SectorHigher education
- DeliverablesPostgraduate brand, prospectus, direct mail
- Timescale12 weeks
The challenge
Hartpury needed its first postgraduate prospectus, and a postgraduate brand distinct from its college and undergraduate brands, to attract a more mature, professionally focused audience.
What I did
1. Propositions and stories
- Ran exploratory sessions with academic staff to clarify value propositions
- Identified, interviewed and produced inspirational student and graduate stories
- Commissioned an entire suite of new photography to communicate a vibrant student life
2. A distinctive postgraduate brand
- A more subtle colour palette and a mature tone of voice
- A focus on impactful academic research and thought leadership in health, performance and wellbeing
3. Distribution
- A direct mail campaign to all leads and undergraduate students
- Strong calls to action on key website landing pages to request the prospectus
- Content strategy
- Proposition development
- Art direction
- Photography
- Graphic design
- Copywriting
- Print management
The result
300+
prospect details captured within three months, up from 50 the previous year
6x
more enquiries than the previous year
This new data became invaluable for email and print campaigns promoting application and enrolment.
