The client
The University of Nottingham is a top 100 world university. Their vision is to be a university without borders, embracing the opportunities presented by a changing world. They want to be a place where ambitious people can develop their knowledge and skills, enabling them to have a positive impact on the world.
That vision is especially relevant for their online course offering.
As part of the prestigious Russell Group, The University of Nottingham is at the forefront of deep research. The online courses prioritise learning through hands-on practical experience. This means moving from theory to practice immediately.
UoNO starts with the end in mind. They ask what the core capabilities, skills, attitudes and behaviours are that would prove competency in a subject and they build their courses to deliver that. Learners complete the course ready to put in place what they’ve learned.
The challenge
University of Nottingham Online’s course offering had developed organically over many years without centralised leadership and it lacked the cohesion and strategic direction it needed to stand out in a competitive landscape. A new team was tasked with reimagining what the offer could be from the ground up.
As a key part of this work, UoNO asked Hallam to develop a comprehensive brand positioning strategy. The goal was to refine the brand essence and empower UoNO to bring their refined products and services to market.
What we did
Our strategic brand experts conducted in-depth interviews with key internal stakeholders, learners and clients associated with the online course offering. The aim was to gain a deep understanding of the brand’s identity, values and aspirations.
We created a positioning document that codified the essence of the University of Nottingham Online brand into a cohesive system. This enabled every organisation member to understand where UoNO sits in the market and how to articulate its offer.
We worked closely with the project team to refine the product offering narrative and provided detailed insight into their next steps for a marketing strategy.
The results
We’re thrilled to be working with UoNO to bring the new brand positioning to life across their website and sales and marketing collateral.
“We found Hallam’s work to be excellent. It not only resonated with our existing thoughts but also brought forth new insights and ideas that were articulated in a manner easily comprehensible to all stakeholders. This project has laid a strong foundation for the University of Nottingham online brand to thrive in a competitive landscape.”
Professor Nick Mount – CEO, University of Nottingham Online
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