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A postgrad marketing journey: How University of Limerick created and implemented its first university-wide postgraduate marketing campaign
Journal of Education Advancement & Marketing,
9
(2),
149-159
(2024)
Abstract
The Stay Curious campaign for postgraduate studies at the University of Limerick, Ireland is one of the most successful campaigns that the institution has ever had, not just in terms of student recognition and brand recall, but more importantly, in the sense of ownership it has given the campus community. The strength of the campaign has resulted in consistent messaging and narratives across postgraduate marketing as the university continues to implement a devolved model of marketing and communications. The key has been anchoring the campaign in extensive research to achieve mass buy-in and making it as easy as possible for the wider university to get on board — creatively and collaboratively. While they are not without their challenges, this paper should illustrate that devolved models of university marketing and communications can work if there is a strong overarching campaign that key units can get behind. This paper argues that maximising the expertise in-house and maintaining an institutional focus rather than a departmental one can yield positive results.
Keywords: postgrad marketing; digital marketing; storytelling; higher education marketing; devolved marketing models
The full article is available to subscribers to the journal.
Author's Biography
Eleanor Mccormack is an award-winning marketer, having won national and global awards with in-house teams and agencies for marketing, brand and communications campaigns, which have included the Irish Digital Media Awards, the Spiders, the Sockies, the UK Heist Awards and the international Council for Advancement and Support of Education Circle of Excellence awards for education marketing. She is currently Head of Marketing and Campaigns at the University of Limerick where she has also previously held roles in corporate communications, student recruitment marketing and fundraising and development with the University of Limerick Foundation. In Eleanor's time at the University of Limerick, she has created the first University of Limerick magazine, UL Links, established postgraduate marketing, implemented the university's first recruitment and marketing customer relationship management system and content strategy, which is now used widely across the university, and navigated the marketing and recruitment teams through the recruitment turbulence of the COVID-19 pandemic. Eleanor also co-led the university's rebrand in 2019.
