COVID-19 created an unprecedented situation. Students stayed at home, and universities had to adapt quickly. This is how we responded.

A strategic response to a tactical problem

We responded to a moment of uncertainty among university students and families by reassuring them about the continuity and value of their education through a TV campaign under the title “University Responses for the World Ahead”. The strategy consisted of a series of one-minute spots featuring messages from the Rector and the Deans explaining the measures the university had taken to continue teaching and gradually return to normal as the impact of the virus declined. A full online learning plan was designed for all degree programs, together with a campus health and safety protocol covering the different stages of recovery. These measures were communicated across the six campaign pieces that formed the core of the strategy. The result was a 30% improvement in brand perception, a 20% increase in enrolment for the following year, greater reassurance among students and families, and a significant qualitative and quantitative increase in brand appeal.