At Queen’s University, I have a wide variety of work, most of which is core university publications, but the other part of my job is campaigns. Here, I have been responsible for coming up with new creative and exciting ideas to showcase the university and appeal to different markets, and to essentially help put Queen’s on the radar for every type of potential applicant.
For Queen’s university, one of our main drives is to recruit more postgraduate students and to appeal to that audience had proved more difficult in the past. We needed to come up with a new way to connect with them. This is when the ‘Master Plan’ was born.
Together with the line of ‘What is your Master Plan?’, I looked at taking the university out of the picture, literally, and focus on the student for the front-facing campaign. The idea for this was to take a few models/students up to the top of a hill overlooking Belfast and use this as the main image, to show the person thinking about what is lying next for their careers, how they can progress to the next level. I took a team of people up Cave Hill for a bright and very breezy sunrise photoshoot, which has been rolled out across all mediums we can get our hands on.