Salford Business School

Salford University
A unique offer for students with a future in business
Advertising, campaigns, copywriting, design, art direction

Our campaign was developed in consultation with Salford Business School staff, who provided a valuable insight into their work and helped us define their USPs. We then used the outcome of this session to present a set of creative campaign routes, before the two favoured options were tested with 16 and 17-year-old college students to refine the design and copywriting.

The creative that resonated most strongly with this group had provocative headlines coupled with explanatory copylines: Now what? – for students looking for the next step toward their end goal; Who cares? – to emphasise the nurturing nature of the school and the close working relationships between staff and students; and  Why stay? – to place the School at the heart of the regional business economy.

The University also wanted to make a proposition to students that is unique among business schools: that everyone applying would be given an offer of a place, conditional on grades. This then became the lead copyline on much of the campaign collateral.

The campaign needed to feel part of the Salford brand, but distinct from other university-wide recruitment campaigns. Working with photographer Jonathan Keenan we photographed current Business School students looking quietly confident, looking to the future and the opportunities available to them. The outcome is a set of images with a professional sheen – more akin to a profile in a business magazine than a University prospectus.

The first phase of the campaign, Now what?, is now live and the University are busy preparing for the 2021 intake. Our team produced a digital and outdoor advertising campaign, and a toolkit for the Salford team to use in-house.

We are now working with the team at Salford University to define and deliver a campaign for HNC/HND courses. 

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