Anglia Ruskin University

We need to raise awareness of our university and increase visitor numbers at out open days.

Anglia Ruskin University wanted to develop a campaign approach to promote their open day events, aimed primarily at teenagers and their parents.

Anglia Ruskin University is a modern university located at two main campuses in Cambridge and Chelmsford.  It has five Faculties offering a comprehensive range of study programmes. Open days provide potential students with a snapshot of university life and supply them with important information to help them make an informed decision about their future. A good open day programme is instrumental in converting potential students and is seen as an important element of the marketing mix.
The programme was developed from a competitive pitch and comprised various elements, which concluded in the student attending an open day.
The concept we developed was a typographical representation of how we wanted the students to feel when they attended an open day. Simple words were used to express the various emotions they were likely to experience.
In essence, we wanted to take them on a journey and give them information along the way which helped them to build a positive impression of the university, so that come the actual visit, they were not only well prepared, but had also built up very positive feelings about the establishment.
We developed A3 posters for schools and colleges, these encouraged students to visit the campaign microsite, email or call to book and register for an open day. Once the student had logged their details, they would receive various collateral via direct mail or email, over the proceeding months. This encouraged them to attend, gave them useful facts about the university and directed them to further information on the main website. Upon attendance they received a ‘Talk, Tour and Presentation’ leaflet and a campus guide.