Saïd Business School
Colleges brochure
Education
Saïd Business School
Banner advertising – Degree
Education
Saïd Business School
Banner advertising – Executive Education
Education
Saïd Business School
Email newsletters
Education
Saïd Business School
Email newsletters
Education
From small beginnings, we’ve won the trust of departments and stakeholders across this prestigious School, becoming a valued digital partner.
Our brief
Although there are specific objectives for every project, our overarching brief is to give this prestigious institution the digital tools to recruit new students, and communicate with a whole range of audiences.
What we did
Initially, we were appointed to develop a template system for the School’s internal and external email newsletters. These now provide a visually consistent (but editorially flexible) way to reach each audience, as well as a cost-effective way to drive traffic to their website.
Following the success of the emails, we produced a distinctive online advertising campaign to recruit new students. We used simple illustrations, which stood out against mostly static, photographic competitors and the results were impressive: our MBA banner on LinkedIn had an opening rate of 24%, and a click-through rate of 50%.
When we were asked to tackle the School’s digital brochures, we designed them from the outset with the screen in mind – not just as an addition to the print. So we divided the large volume of information into comfortable chunks, using headlines and pull-quotes to help readers find what they need, as well as charts and tables that are easier to scan for details than paragraphs of copy. Colour and imagery helped differentiate between courses, and we added video case studies where possible – a human voice can engage users in a way that a page of text just can’t.
A huge benefit of a digital brochure is the ability to track visitor behaviour, so we integrated a tracking system that the School could use themselves – invaluable in planning future communications.
‘The Saïd Business School first worked with Positive in early 2009, initially asking them to produce a digital newsletter for our Executive Education market. Convinced by the results, which clearly showed their ability to combine creativity with functionality, we were happy to engage them to work on more elaborate projects, starting with an illustrative catalogue, a range of larger ‘glossy’ e-brochures to publicise our degree programmes, and a sharp online banner advertising campaign.
‘From the offset, Positive demonstrated a keen interest in the School and a determination to apply the understanding they quickly developed of the brand, our markets and the look and feel we desired across the range of material we asked them to produce.
‘Any ideas presented, be they from the perspective of either design or function, have consistently been well thought out and insightful. Additionally, we have felt as clients that our original specifications and any feedback we have given has been taken into consideration and sensibly incorporated. We have been delighted with all the stylish and effective pieces they have designed.
‘As well as producing high quality end results, Positive have strived to and succeeded in making the process as efficient, timely and collaborative as possible. Communication is always professional, friendly and cooperative and we look forward to working with them in the future.’
Liz Buckle, Marketing and Events Coordinator, Saïd Business School