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Manchester Metropolitan University

Recruiting first generation students.

Making Manchester Met the first choice for first generation students.

There’s a whole host of benefits to Manchester Metropolitan’s First Generation Scholarship Programme – from ‘Life at Uni’ taster sessions, to a healthy bursary to get you off to a flying start. However, in the context of several lockdowns, uptake had reached an all time low, and the University set an ambition to turn things around.

It was clear student life had been anything but normal. Young people had missed out on opportunities to visit Universities, hadn’t received the same level of guidance at Sixth Form or College, and in general felt less confident and more isolated. Chatting to them revealed they looked increasingly to peers for validation, shared experiences and to feel part of a community of likeminded people. Key findings which informed our approach.

To kickstart the campaign a fresh perspective was needed, with insight-driven creative to inspire prospective students and engage them with the programme.

What we did
  • Strategic planning
  • Integrated campaigns
  • Online marketing
  • Design
  • Photography
  • Video and animation

So far, engagement with the First Gen Programme has increased by more than 50%, compared to previous years.


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