/the open university
Persuade 16 to 18 year olds to study for a degree with The Open University.
Background With the growing pressure on university places, around 100,000 students each year are unable to get into a campus university – what’s more, hundreds of thousands don’t even apply. Many of these students agree that education is important, but they don’t want to put their life on hold to get a degree and they prefer to get on with developing a career. THE CREATIVE CHALLENGE The Open University is perfectly placed to help students who either do not get into a campus university, or who choose not to go. Our flexible learning methods mean they can fit study around work, family and friends and our academic reputation is enviable. Our greatest challenge is that young students don’t know about the OU. Because we’re parttime study specialists, we don’t appear on UCAS and school advisors will often focus only on full-time study options. Client Requirements Create a marketing campaign to raise awareness of the Open University among young people aged 16 to 18. Your idea should include a compelling message, creative concept and media suggestions. You are free to choose any medium or combination of media that you wish. BRAND QUALITIES • Quality – a top 3 UK university for student satisfaction according to the National Student Survey. • Credibility – Employers value OU qualifications. 75% of FTSE 100 have sponsored staff on OU study. • Community – thousands of young students. You can meet them at tutorials or in online forums. • Support – no grade requirements. If you think you can do it, we’ll support you all the way. • Flexibility – fit study around work, family and social life. Study at home or on the move. About The Open University The Open University (OU) is the UK’s largest higher education institution and a world leader in flexible distance learning. The OU has taught more than 1.5 million students and currently has more than 250,000 students, including over 35,000 students aged under 25. Our students study for a qualification in their own time, using study materials, online content, web-based tutorials and through face-to-face tutor groups or even residential schools. The OU has been in the top three of student satisfaction rankings in the National Student Survey since it was introduced in 2005. About this brief We’re offering the chance to have your ideas made real. We hope that the strongest entry can be turned into a real marketing campaign. If that entry is yours, you will also be given the opportunity of work experience at our creative agency to make it happen.
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Our websites Current brand marketing microsite www.openuniversity.co.uk/inspiringlearning Website for young students www.openuniversity.co.uk/18to24 DELIVERABLES, ARTWORK AND ADDITIONAL INFORMATION For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website - www.ycnonline.com Any additional supporting information referenced in the brief, including artwork and logos, can be found in the brief’s online project pack at the YCN website - www.ycnonline.com
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