City University

A marketing campaign with a fresh take on student engagement.

What we did:
Overview

Envisioning a brighter future for undergraduates.

City, University in London is a leading public research university, and a member institution of the federal University of London. Originally founded in 1894, as the Northampton Institute, the facility has undergone a transformative journey over the years, becoming a reliable source of world-grade education and student empowerment.

With a long-standing legacy and a focus on the future, City University has played an important role in developing the UK’s academic sector. It’s also one of the founding members of the WC2 University network, developed to support collaboration between leading universities located in some of the most significant cities worldwide.

The brief

An innovative approach to student engagement.

As competition in the educational sector continued to increase throughout the UK, City University was searching for innovative ways to capture the attention of school graduates, and develop relationships with prospective students. The University wanted to create a traditional direct mail campaign, and a comprehensive marketing strategy to elevate its brand equity.

Our brief at Fabrik was to create a unique and engaging experience that went beyond the tired and traditional welcome pack common in the industry. We needed to develop a communications piece that demonstrated the commitment the school had to its student, as well as its creative and inspiring vision for the future of education.

Our input

Helping students start a new life chapter.

In our consultation sessions with the University, we determined the students securing a place at the institution deserved more than a congratulatory welcome letter. The Fabrik team proposed a branded asset that would deliver useful knowledge to undergraduates, as well as inspiring a sense of excitement about their upcoming academic journey.

We created the City “Book of Secrets”, a collection of the most useful tips and ideas students discovered throughout the course of their studies. We offered students insights on where to relax and unwind, find free software, and even earn money while studying. This experience was collated in a luxurious book, featuring embossing, foil blocking, and illustration.

Our output

Helping students start a new life chapter.

In our consultation sessions with the University, we determined the students securing a place at the institution deserved more than a congratulatory welcome letter. The Fabrik team proposed a branded asset that would deliver useful knowledge to undergraduates, as well as inspiring a sense of excitement about their upcoming academic journey.

We created the City “Book of Secrets”, a collection of the most useful tips and ideas students discovered throughout the course of their studies. We offered students insights on where to relax and unwind, find free software, and even earn money while studying. This experience was collated in a luxurious book, featuring embossing, foil blocking, and illustration.

What we did:

—Concept
—Messaging
—Copywriting
—Illustration
—Print design
—E-marketing
Kind words

Customer testimonials

The packs have been really well received, we’ve had some great feedback through phone calls from new students. Feedback from staff has been positive, and current students who have seen it or heard about it have all been keen to get their hands on their own copy. In addition, open and click through rates look to be much higher than our usual benchmark so it’s definitely been received well.
Rebecca Dent
UK Marketing and Recruitment Manager City, University of London

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