Undergraduate Recruitment Campaign
You Come First.
I developed an Undergraduate Recruitment campaign for the 2020 intake for Middlesex University. This led me to develop an undergraduate brand which was informed by the research conducted into the target audience and Gen Z who would make up the intake population.
Using the existing branding, I developed a sub-brand which had it’s unique image strategy, styling, a brand system and driver but still utilising the existing typeface and brand colours.
Campaign Development.
Young millennials and Gen Zs have long been dubbed digital natives, but it’s not just their screen-heavy upbringings that have shaped them. In fact, calling these age groups the first global natives might be more telling. Middlesex is a global university with campuses in London, Mauritius, Dubai and Malta, and although the undergraduate campaign is focused on encouraging admissions at the London campus, the use of social media allows the university to connect with prospective students all over the world.
You Come First is a bold campaign for a bold brand with a unique emphasis on social media to recruit their undergraduate class. Snapchat and TikTok are some of the most widely used apps for this demographic and both have the ability to serve ads. TikTok quickly became one of the most popular apps in the world. By September, 2018, it surpassed Facebook, Instagram and Snapchat to become the most-downloaded app in the US that month.
