Based on extensive user research and workshops with students, Ellery Studio developed a mission statement, a marketing and campaign strategy, and a nationwide roadshow for the Emden/Leer University of Applied Sciences.
User research / Design thinking / Mission statement development / Marketing strategy / Location marketing / Roadshow / Illustration / Service development
As a measure against the decline in student numbers at the University of Applied Sciences Emden/Leer, Ellery Studio was commissioned to develop a strategy for the university and the location. The aim was to visualize the national and international comparisons and to create incentives for prospective students.
The first analysis phase consisted of a content and structural examination of the status quo. This includes qualitative interviews, field research on site and in surrounding cities and universities, and stakeholder workshops gaining insight from students, politics, economy and administration. This process formed the essential basis for formulating objectives and strategy. The visual design was significantly navigated by a peer-to-peer and user-centered approach. Subsequently, measures were derived from these research and analysis, and implemented. Ellery Studio additionally introduced a monitoring system to evaluate the success of the designed measures.
Learning and definition phase: qualitative interviews and field research
Formulation of strategy and objectives
Conception of a marketing campaign and its creative implementation
Testing with one department
Implementation on the entire university
Within the formulation of objectives and strategy, the following were developed: the target group, the unique selling proposition of the location, the mission statement, and the target image to be communicated. This was followed by the creation of marketing strategy, including ‘campaign branding’. The new visual identity, capable of telling many stories, was inspired from the East Frisian charm of the region. The mission statement was used in the students’ application and acceptance processes, and also at nationwide roadshows, and more. Furthermore, new services such as ‘Early Bird Lottery’, ‘Getting to Know East Frisia’ and ‘Mentoring Programme’ for first-year students were conceived and adopted. All results were evaluated in the process and iterated thereafter.
More on Emden/Leer Roadshow-Augenschmaus here on Behance