Stage 1 was to gain insight from the core target audiences the University wanted to engage with. We conducted a series of focus groups to understand respondent attitudes’ towards the University, the types of other community events they currently attended and why, and what would make them consider going to an event run by the University. We discussed marketing material for a range of current events being held around Leicester to help understand the creative approaches that resonated best with them.
Still to come…
The project is ongoing and we’ll shortly be starting stage 2, holding a series of workshops with the client team before moving on to creative development and a detailed 12 month multi-channel marketing plan.