UL BA CAMPAIGN

PROJECT DETAILS

Piquant Media managed and delivered a targeted campaign designed to generate interest in, and awareness of UL’s new Bachelor of Arts programme. Piquant developed an overall campaign concept, produced a website for the BA programme, a print brochure, a series of videos, social content and online banners.

CONCEPT

The new BA programme offers 19 different subjects. In creating the concept for this campaign we focussed on the choice now available to prospective students. We designed 19 icons, one to represent each subject, and then created 19 large 3d icons that were used in photography and video as physical interactive props. We developed the campaign tag line ‘A wider choice at UL’ while maintaining the UL recruitment hashtag #StudyAtUL

PRINT

We created a printed brochure that effectively communicated all the key details about the BA programme, including course combinations and choice options.

WEBSITE

We designed a microsite that included the information from the brochure as well as video and photographic assets that were central to the campaign concepts. The website included a clear call to action inviting users to ‘subscribe’ to a mailing list (email & postal) for updated information about the BA programme. The site was fully responsive across desktop and mobile.

VIDEO

We produced a Campaign video that was rolled out across the online and social media platforms, and a series of 10 short complimentary videos that focussed on specific subject choices available on the programme.

SOCIAL CONTENT

In addition to the video content we created a full suite of social content including photographs, animated giffs and graphics for use across social media platforms.

ONLINE CAMPAIGN

We managed an online advertising campaign that drove traffic towards the website and encouraged subscriptions to the BA newsletter. We used the platforms of Twitter, Instagram and Facebook to build awareness of the BA programme and drive web traffic and online subscriptions. The advert mix we created for this campaign included image, video, carousel and canvas adverts on Facebook, promoted tweets and Twitter cards, and You Tube In stream video advertising.

RESULTS

The campaign successfully generated awareness of this new programme, driving traffic to the website and building a mailing list through online subscriptions.

CLIENT

University of Limerick

WHAT WE DID

Campaign Concept & Management, Graphic Design, Photography, Website, Social Content

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