Swansea University wins Welsh marketing award

Swansea University was celebrated among Wales’ most innovative businesses this week (02 October) at The Chartered Institute of Marketing (CIM)’s Canmol: Wales Marketing Awards.

Canmol AwardsView award submission video

Marketing department members Catherine Mullin, Jacqui Bowen, Lucia Crothall, Dawn Davenport, James Kerr, Gemma Williamson, Androulla Webb, Karen Williams and Barrie Clark, along with Media Angel Alison Debono, were at the ceremony at Cardiff’s City Hall.

‌Picture: Catherine Mullin (right) and Gemma Williamson receive the Canmol Award from Henry Enos

The award was made in the Education and Training category for the 2012-2015 UK undergraduate recruitment campaign, Making Waves. ‌

This innovative campaign set out to build on Swansea’s raised UK profile following Swansea City FC’s promotion to the Premiership.The university marketing team set out to highlight the University’s beachfront location, using aspirational lifestyle shots on ads up and down the country.  It was a phenomenal success; undergraduate applications rose 24%, despite the recent hike in tuition fees.

ICanmol trophiest also led to a 100% increase in visitors to the university’s recruitment web pages.

Catherine Mullin, the university’s Director of Marketing, said: “It’s a wonderful result and the perfect reward for all the hard work of the team. We are very proud of the way this innovative campaign has attracted extra student interest.”

 In line with Swansea University’s strategic objective to become a top 30 UK university, the 2012-15 UK undergraduate recruitment campaign is a major new drive to achieve more applications from wider geographical areas and increase awareness of the University, Swansea and Wales.

To achieve this, the university developed a strategy to broaden its sphere of influence by raising brand awareness and appeal outside traditional recruiting areas. This meant researching the needs of potential applicants, targeting key messaging accordingly across all promotional materials, advertising, web content and social media.

Making Waves campaign

Catherine Mullin, Director of Marketing at Swansea University, said: “All UK universities have the same target audience – sixth formers, their parents and teachers – and all are promoting themselves more.

Picture: An image from the successful Making Waves marketing campaign

“Swansea University needed a vibrant UK marketing campaign based on our defining characteristics – a stunning location and excellent student experience. We also needed to dispel unhelpful myths surrounding student finance and sell Wales as well as the University.”

 Joining the university were seven other marketing teams from a mix of public sector organisations, renowned Welsh brands and SMEs. They included the Principality Building Society and Pembrokeshire Coast National Park Authority.

 A panel of 15 business and marketing experts were responsible for selecting the winners under the Chairmanship of Dr Jonathan Deacon, South Wales Business School, University of South Wales and member of the CIM Board of Trustees.

Dr Deacon said: “This year’s winners each overcame their own challenges; whether it was being faced with a small budget, getting the buy-in of internal staff, or trying to stand out in a highly competitive market, they demonstrated innovation and forward-thinking, and achieved great results.”

Richard Houdmont, Director for Wales of The Chartered Institute of Marketing, said: “Canmol is a celebration of excellent business results achieved through innovative, creative and professional marketing, and I’d like to offer huge congratulations to all of this year’s winners.”