Roar®
x UniOfGlos
Roar® is a hands-on digital marketing agency based in London
It's all about engaging prospective students on their terms, in their language, on the platforms they use
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8 areas to maximise UoG success through innovation in media planning & buying
Competition
Because of the standardised academic year, universities are exposed to price increases during competitive media buying periods, but our audience targeting & buying strategies have numerous individual elements, which helps UoG maintain a price advantage over competitors
Personalisation
By segmenting the core audience further, for example, by interests like 'team-sports participation' & matching these sub-audiences with appropriate creative, we'll deliver a more personalised experience to prospective students
Cost
By using multiple interest segments to define a prospective student, UoG will see a price reduction, as we bid for niche audience attributes
Accuracy
Using anti-targeting & multiple interest segments alongside standard options our prospective student audiences are more accurate
Bidding
90% of ad spend will be purchased through bidding auctions, so we've devised a sophisticated methodology combining multiple strategies to reach an overall performance goal for each campaign & channel
Access
Some creator & publisher activations are only available through relationship buying, but with our combined 50+ years of buying experience & specialised creator department, UoG can gain access to the best possible commercial terms
Platforms
Our use of innovative new platforms in channels like Connected TV & Digital Out Of Home means UoG's entire media budget can be fully optimised by channel & platform for ultimate flexibility
Dashboards
Using each platform's API to pull campaign & UoG data into a bespoke interface ensures we're always aware of outcome performance & able to uncover actionable information that helps drive optimal results
Let's look at the Apply campaign to see all of these ideas in action
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© 2022 Roar®
For UoG we envision a bold campaign with authenticity at its heart - the most effective way to engage with a smart, young audience
We help ambitious brands leap forward with innovative media buying, creative & talent integrations
Our team have completed over 100 projects for major brands
Some initial thoughts about the creative, branding & identity of the project
Creative
UoG's key brand pillars - community, experience & place - will always be behind content decisions, but we need to stand out in this highly competitive space, so creative will be extremely eye-catching & clear
The target audience responds most to content with more information, not less, so creative will seek to add value to the conversation & be memorable
Creative will draw its inspiration from real sources, looking to collaborate wherever possible, thereby promoting authenticity at all times
Colour
UoG's specified goal is to reposition itself as a bold, ambitious, exciting proposition for prospective students
Colour is the first thing people notice & the main thing they remember so we would look to select the boldest, most vibrant, most colourful, exciting & ambitious colours from the UoG palette & we'd look to use them in bold, ambitious & exciting ways - so there won't be any semi-transparent overlays being photoshoped in
You'll see the 3 brightest shades in the example below & throughout this presentation
The Chevron
We were unable to uncover the original meaning behind UoG's chevron symbol, but we would look to embue it with a new meaning, as an arrow pointing skywards, showing the direction of travel
We'd look to elevate the chevron to an iconic status, avoiding semi-transparent uses in favour of block colour
Finally, we'd look to take the idea of an iconic upwards trajectory & have it permeate all aspects of creative, from animation to copy, as seen below in our kick-off concept
Personality
Copywriting that is clever, ironic, funny, deprecating & above all honest is ultra-appealing to the core audience, so we'd look to develop the personality of the brand through content along these lines
The example below shows our early thinking, with course-specific tags that self-reference when they suggest the career benefits
An essential extension
of our team
Elizabeth Eastham
MD @ Veritone
I know I can
always trust them
Kristyn Dunlap
SVP Marketing @ Mocha Global
An indispensable
partner for us
Aidan Whytock
Founder @ Sharpen
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