Mike Bond from leading design agency, Bond and Coyne shows how to engage with new audiences by handing over ownership of your brand.

1. “Don’t shout, play”
Engaging with new
audiences by handing over
ownership of your brand
Bond & Coyne
UCAS Masterclass

2. Bond & Coyne
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3 things…

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3 things…
Uniqueness
Demonstration
Control

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Uniqueness

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Uniqueness that makes
one university stand out
from another.

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Uniqueness
Demonstration

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Uniqueness
Demonstration of a
university’s uniqueness
through its communications.

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Uniqueness
Demonstration
Control

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Uniqueness
Demonstration
Control of how a university
generates and shares its
communications.

10. Bond & Coyne
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Uniqueness
Demonstration
Control
+
Case Study

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I’m Mike Bond

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I’m Mike Bond
and I do two things
…and have done
for the past 13 years

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Strategy Director
Bond & Coyne

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Senior Lecturer
Graphic Design
Kingston University

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Bond & Coyne is a brand
design agency

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Bond & Coyne is a brand
design agency founded on
the belief that design should
be based strategy-led
problem solving

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Bond & Coyne is a brand
design agency founded on
the belief that design should
be based strategy-led
problem solving so that the
results are fit-for-purpose as
well as beautiful.

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Seen the HE sector change …
— from inside as staff member
— from outside as consultant

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Uniqueness

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Uniqueness
in HE is notoriously
hard to achieve

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Many institutes can say:
— provide high quality education
— offer a broad range of courses
— good looking campuses
— strong community
— excellent research reputation
— notable employment figures
— focused on you and your career

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Uniqueness
can be found

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Uniqueness
can be created

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Created through
demonstration

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Demonstration
of characteristic ‘x’

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…and confidence to ‘let go’

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Marketing Case Study
Arts University Bournemouth
(AUB)

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Demonstrate ‘fearless
creative conviction’
through a reinvention
of the prospectus

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Concept:
Looking at the world
from different angles

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@inspiredAUB made
my cat a fort from your
prospectus! Definitely
the coolest one!
pic.twitter.com/
eFkTo5HOCz

47. European Excellence Awards 2014
Best Company Brochure
Heist Awards 2013
Best Specialist Prospectus
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52. The question was
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53. …how could we translate
this demonstration of
uniqueness into a
digital experience?
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54. We built the
app ‘kscope’
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57. Presenter Notes (not visible):
[world map]
There was also an opportunity for us to create some-
thing that would allow us reinforce the international
appeal of the AUB.
We designed a world map that would populate in
real time with the kscopes being generated.
ZOOM INTO COVENT GARDEN ON THE MAP.....
Bond & Coyne
UCAS Masterclass

58. Presenter Notes (not visible):
[world map]
There was also an opportunity for us to create some-
thing that would allow us reinforce the international
appeal of the AUB.
We designed a world map that would populate in
real time with the kscopes being generated.
ZOOM INTO COVENT GARDEN ON THE MAP.....
Bond & Coyne
UCAS Masterclass

59. Some of the
kscopes people
have created:
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How did we
launch kscope?

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What impact
did kscope have?

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Achieved over
21,000 downloads
within its first week.

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Within 24 hours of launch, kscope
images and films were uploaded from
the UK, Indonesia, Russia, France,
Norway, China, Malaysia, Hong Kong,
USA, Australia, Philippines, Singapore,
Thailand and Italy.

71. Bond & Coyne
kscope has played a central
role in creating a unified
marketing approach across all
departments in the university

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Brand Impact Awards 2014
Education Brand Campaign of the Year
Heist Education Awards 2014
Gold Award for Innovation & Creativity

73. Bond & Coyne
Brand Impact Awards 2014
Education Brand Campaign of the Year
Heist Education Awards 2014
Gold Award for Innovation & Creativity
Chartered Institute of Marketing Awards 2015
Winner in Innovation Category
Chairman’s Grand Prix Award

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“We’re not that kind
of place…”

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You don’t need content to
be creative in order for
marketing to be creative

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And what was the real
impact seen by the AUB?

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— Year-on-year increase in applications 8.5%
— 3 year growth trend
— Engagement with target audience
— Press coverage in THE, Design Week,
and Guardian plus local PR
— Apple Store event in Covent Garden
— Increased impact at UCAS events
— Engagement tool for UK schools and
colleges liaison and overseas trips

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So how did AUB
get there?

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Uniqueness
— Defined a uniqueness
— Turned up volume on that uniqueness
— Creating marketing that is a USP in itself

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Demonstration
— Finding a compelling way to demonstrate
its uniqueness and philosophy
— Being aware of its audience and what
they’d respond to
— Doing (or playing), not shouting.

81. Bond & Coyne
Control
— Letting go of control in the right places:
— The way its prospectus is read
— Generation of brand imagery
— How university created its brand material

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A 27% rise in
student applications
over 3 years

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Thank you
Mike Bond
Strategy Director, Bond and Coyne
mike@bondandcoyne.co.uk