— Edge Hill

How do you create a brand within a brand?


Developing a strong sub-brand to run throughout
the whole student recruitment cycle culminated in
increased visitor attendance at open days.

Edge Hill knew they had a great offer to students both in teaching quality and student lifestyle, due in part to its location in the North-West of England. However, it was struggling to convert applicants into students.
The college knew that if it could communicate effectively and also get them to visit, the conversion rate could be improved dramatically.
Our brief was two fold – develop a sub-brand that didn't conflict with the main identity and to increase attendance at visitor days. The answer to the brand identity evolved from the main logo itself and it certainly didn't clash. The ‘hi’ symbol gave us a platform whereby different messaging could be developed which communicated directly with the target audience, in a friendly, but authoritative way.
A programme of communication over the application period was also introduced; this involved regular updates, such as information on accommodation, finance and even what to expect during fresher week. This culminating in a totally branded open day, with large banners, branded student mentors and even specially printed menus.
The strategy was deemed a great success, with a visible increase in open day attendance and a distinctive campaign, which was short-listed for a Heist Award.