Working with LSBU for over 10 years and with changing VC and CMO there came a considerable change in direction. Interviewing David Phoenix (new VC) and Nicole Louis (new CMO) it was clear they had big plans. They needed us to help them deliver a new vision: to establish a South London Education stronghold through an empirical shift in brand positioning shouting their importance and impact on core community and demonstrating the value they bring to South London.
The project commenced with stakeholder mapping to evaluate the circle of influence. This progressed to quantitative surveys and qualitative interviews –covering stakeholders from leading academics to student prospects.
The brand proposition and strategic north star of “London’s Enterprising University” was developed and was the fuel for the university’s re-positioning and brand campaign “Rise”.
LSBU moved from 108th in the Complete University Guide Rankings to 87th.
It created a recruitment bounce back against their competition resulting in historic success in UG and PG recruitment.