More than a microsite
The Uni’s digital marketing team commissioned us to create two new microsites. One with the aim of increasing student intake in their Science, Engineering and Product Design foundation course, the other was to recruit new students to their new technology park.
We worked on the concepts and illustrations for both sites in-house. Our challenge was to keep with the Universities branding while giving it that unique and modern edge to help make them stand out at the same time. The microsites would need to be fun and eye-catching while having that competitive edge. We found it important to see what competitors’ were doing as to keep one step ahead. For the Integrated foundation year microsite, we experimented with mixing textures and illustrated elements to give a layered collage feel.
The technology park site was created with more subtle styling that reflected well on the Universities current branding. The concepts were both built on similar templates to the Universities main site as to keep consistency. A new set of typefaces and colours were used to also help differentiate these two new bespoke sites. The overall style was aimed at students – the style was defined well by doing research on the audience.
The icing on the cake
Both sites where bespoke, mobile responsive, microsite’s in keeping with their core brand assets and values. At the same time, we added bespoke illustrative elements and strategically placed call-to-actions to encourage user engagement and high conversion rates. We also used bright buttons and rollovers to keep the Integrated Foundation page attractive and give that modern edge. Both new sites were created to look sleek and modern and to enthuse the user.
Google ads and PPC
To support click-throughs to the Technology Park site and promote their exciting new courses, we also developed four paid search display campaigns – one for each course on offer – comprising multiple advert groups, which enabled us to test various targeting methods. The campaigns had a target audience of 18-24 year olds and using a series of animated adverts – which were created under tight time constraints – we monitored and reported on the campaigns and where necessary, made adjustments during the campaign to increase its effectiveness.
Our Google ads campaign delivered 1,410,798 impressions with a low CPC
Tann Westlake are very easy to work with. They understood the brief and kept in constant communication from conception to delivery. We have worked with them several times and are very happy with the end result.Marketing Manager, University of Chichester