We endeavoured to better understand the motivations and dreams of postgraduate students at the University; to see what made them tick, and why Winchester was the perfect place for them. For them, it was the growth that a postgraduate degree at the University empowered that made a real difference to them – not just academic growth, but also personal and professional. There was a noticeable ‘depth’ to their experiences, that would enable them to do more than just graduate. They really could Be more. This became our key campaign headline proposition. Sitting in harmony with “Be the difference”, “Be more” worked standalone and as the root form of an aspirational message, for example: Be more confident; Be more ambitious; Be more dedicated; and so on.
We interviewed eight current postgraduate students, that we made into campaign testimonial videos for multiple application across numerous channels, including a composite video. Their stories contributed to our overall postgraduate brand story. We also designed key pages and spreads of the postgraduate prospectus, which helped guide the University’s in-house team with their overall design. A full campaign is due to commence in 2020, with the videos at the forefront.