With a core message of delivering ‘Knowledge Applied’ to every student and partner, SHU has successfully put itself out there as a university that’s solving today’s higher education and work-force needs. To seek out their next batch of cohorts, they needed a campaign that brought out the University’s existing strengths to set them apart from their competitors.
Creating market differentiation for SHU
Sheffield Hallam University
One of the distinctive features of SHU’s campus - an Andrew Motion’s poem ‘What if’, written across SHU’s largest building, provided a source of inspiration and a jumping off point to bring practical imagination to the university's proposition. We worked with a local poet to develop a new poem, forming an authentic base for our campaign strategy. The result was ‘Knowledge Applied’ , a poem conveying SHU’s focus on changing the world through practical education that applies knowledge to real problems - ‘Knowledge is one thing but what you do with it will change the world’.
Overall campaign uplift: Direct and Organic traffic up 27% YOY, 466% increase on session duration, 10% increase on pages per session, 5% decrease in bounce rate.