Prospective university students have to wade through a sea of almost identical material to find the university that’s right for them. We needed to create a strategy for DMU that helped them stand out from typical marketing tactics and reflect their ethos and attitude as one of the most contemporary, forward-thinking universities in the UK. Our challenge was to create a recruitment campaign distinctive from competing universities, even when presenting topics that many others can claim, making it striking and unforgettable.
“This is Not…’ is an innovative, multi-channel marketing campaign designed to capture the attention of prospective students, key influencers and stakeholders, both to boost recruitment and to raise brand awareness in a broader sense."
Melanie Fowler, Director of Marketing and Communications