The university expands its range of courses by focusing on technology and innovation

We worked as strategic partners with UDIT's marketing team to consolidate the launch of its new Innovation, Technology and Applied Sciences area and its impressive new technology campus in Madrid.

Industry
- Education
Skills
- Visual design
- Content strategy
- Strategist planning
Team
- 1 x Project Manager
- 1 x Designer
- 1 x Marketing Strategist
Date
- 2024

Context

From ESNE to UDIT, consolidating change

UDIT (University of Design, Innovation and Technology) is a recently created university with a great tradition and experience, as it is the consolidation of more than 20 years of good work of the renowned ESNE design school.

UDIT enjoys great prestige in all branches of design (graphic, fashion, interiors, video games...) and is immersed in a process of growth focused on the world of technology and applied sciences.
The bet is unbeatable:three new official degrees in Full Stack Development, Data Science and AI and Mathematics Applied to Software Engineering and a new technological campus in Madrid capital absolutely avant-garde.

Understanding the starting point

The interviews with stakeholders and the benchmark bring us closer to the reality of the UDIT team and the perception of its potential students.

UDIT faces several challenges in its marketing strategy:

It is a relatively new brand with low recognition among potential students interested in technology, as they have traditionally focused on design
The marketing, communication, admissions and academic teams, with extensive experience in design education, now find themselves with limited resources to promote the new technology programmes - Its digital assets (website, landings, email marketing...) are in an early stage of development
In addition, there is high uncertainty regarding a new campus that is in the process of acquisition and communication - Ultimately, there is high uncertainty regarding a new campus that is in the process of acquisition and communication.
Their digital assets (website, landings, email marketing...) are at an early stage of development - In addition, there is a high uncertainty regarding a new campus that is in the process of acquisition and communication.

In short, this is an ambitious undertaking that needs an alignment of all stakeholders in order to be successful.

The change of mental model

Adopting the changes to make it all fit together

When an organisation undergoes significant change, it is sometimes not easy to adjust existing processes and mental models. At UDIT, the teams have been working for years under a model adapted to the specific needs of the institution, with a predominant focus on design.

When incorporating an area as different as technology, it is necessary to change the mental model to integrate this new training area. It is crucial that all involved embrace this change and learn how to communicate it effectively, without trying to force it to fit into the traditional structures already in place.

Understand

Empathize and understand the needs of the team

Define

Define and synthesize information

Propose

Proposing strategies to achieve objectives

Iterate

Review strategies and actions to improve results

Creation to achieve a strong discourse

Sharing views to find opportunities

One of the main challenges was to align a team that was being put together as the project progressed. We organised a co-creation workshop with the participation of all the departments involved in the process to achieve the necessary alignment in all aspects of the student journey, from start to finish.

A 4-hour workshop allowed for a common work where all participants felt free to express their concerns, ideas and proposals. The objectives of the workshop were:

To identify challenges and obstacles: to allow each department to expose its challenges and difficulties in the recruitment process.
To foster communication and collaboration: to create a space where teams could talk openly and work together.
Generate joint solutions and seek opportunities: develop ideas and proposals to improve the alignment and efficiency of the recruitment process.
Continuous iteration: adopt a continuous improvement approach, using data and feedback to iterate and refine the coherence of the discourse.

The collaboration and sharing of concerns, ideas and proposals by all teams was key to the success of the project.

Carmen Martín : Marketing Manager at Secuoyas

An aligned and winning strategy

The sharing of the learnings obtained during the co-creation process generated a series of strategic actions, implemented jointly by the Secuoyas and UDIT teams. These actions were key to ensure the success of the project, aligning efforts and objectives towards shared results.

Value proposition

Conceptualisation and drafting of a value proposition with three levels of detail: UDIT as a university, technology area and technology education programmes.

Redesign of website and product pages

Redesign of menu and product pages to make them more intuitive and attractive. Heuristic analysis and proposal of improvements in the product pages. Proposal for the design of a distributive page for the technology area.

Landing page optimisation

Heuristic analysis of landing pages and proposal of improvements in usability, content, structure and design.

Lead nurturing and email re-design

Lead nurturing strategies to maintain interest and communication with potential students. Proposals for optimising email design to improve open rates and interaction: new structure, content and design of emails.

Restructuring of catalogues

Updating of the catalogues with new content structure and design reflecting the quality and innovation of UDIT's training offer.

Support to the academic team

Support to the academic team to better communicate the new programmes. Strengths and weaknesses analysis, resulting in a completely new and adapted presentation for the face-to-face open days. Creation of online open days with its own presentation adapted to the new format.

Support to the admissions team

Support to the admissions team for the marketing of the new degrees. Elaboration of a sales pitch and a script document with the keys to the new degrees.

Support in the decision-making process

Development of clear and attractive information materials on the new degrees. Creation of a Frequently Asked Questions (FAQs) document for each degree and a document explaining in detail the experimentality of the degree.

Communication of the new technology campus

Elaboration of a proposal for an interactive technology corner on the central campus of UDIT. Support in communicating the acquisition and refurbishment of the new campus to ensure its availability and suitability for new students.

OOH Campaign

Support to the marketing team in the external campaign strategy. UDIT is present in interchanges, metro and buses in Madrid.

Communication strategy

Development of the script for a promotional video for the technology area, as well as briefings for specialised media and influencers. Proposal of actions for RRSS and new banners for display campaigns.

Present and future

UDIT ends the academic year 2023-2024 with its homework done: in September 2024 the first edition of its technological degrees will take place and its new campus will be inaugurated. The human team has gained in confidence, the communication between departments is unbeatable and the discourse of all of them is strong and completely aligned with the new objectives. SQY ❤ UDIT