How to build the brand image of a university in times of demographic decline?

For 20 years, the market for private higher education institutions has been developing very dynamically in Poland. Over the years, many schools have been established, mostly specializing in specific fields (such as foreign languages, humanities, European education, and others). Currently, there are almost 340 such institutions throughout the country, with over 660,000 students studying there.

The entire higher education sector is preparing for the coming demographic decline. In 2010, the first consequences of this phenomenon were already visible, and it will dictate the conditions on the market for the next 10 years. Analysts predict that in 2020, only 1.2 million young people will study at public and private universities, 700,000 fewer than today. By 2015, as many as 2/3 of private higher education institutions are expected to go bankrupt.

The Higher School of Logistics is the first university specializing in educating specialists in the logistics industry. It was established on the initiative of the Institute of Logistics and Warehousing – the most important institution in this industry in Poland. The university has specialist technical facilities and offers students classes conducted by practitioners. It closely cooperates with the largest logistics companies.

In view of the changing situation in the higher education sector, the WSL authorities decided to take action to implement a very ambitious plan – not only to maintain the current level of recruitment, but also to increase the number of new students in the future. It was decided to revolutionize the university’s communication method, and the implementation of this process was entrusted to the creative team of Fresh Brand Design.

The strategic work was based on qualitative and quantitative research conducted by FBD in various target groups of university communication. In-depth interviews were conducted with employees in various positions, group interviews were organized with students and high school students, and an online survey was also conducted among potential students.

The research revealed differences in brand perception in individual groups and showed common expectations of the respondents. The need for a stronger emphasis in communication on the basic advantage of the university – specialization in the logistics industry – was diagnosed. According to the respondents, the most important thing should be to show the career prospects that the university offers to students. Most of the respondents suggested moving away from using the image of smiling people, on which most university messages are based.

At a later stage of the work, an analysis of the communication of competitors was carried out – non-state universities with a similar profile and state universities where logistics is one of the fields of study. The conclusions from the analysis supplemented the research results and became the basis for further actions.

Identity reflects the desired way in which the brand is perceived by the recipients – it is the basis for the creation of ideas, opinions and associations that make up the brand image (its image that actually functions in the recipient’s mind). So much for the theory. And now for the practice.

The set of features that distinguish the brand, developed in cooperation with the Authorities and the marketing department of the Higher School of Logistics, assumes building the image of a specialist university that offers practical knowledge and specific skills. We decided to show logistics (associated primarily with means of mass transport) in the foreground, strongly distinguishing ourselves from other schools, also at the international level, which most often use the image of students. As a result, the Higher School of Logistics should be perceived as a prestigious, specialist university, offering a chance for a career in international companies, but at the same time friendly to students. Our goal is to show associations related to the university in the form of unique photos.

By translating the strategic assumptions regarding the brand into the so-called main brand signals (name, logo and colors), we did not really have much room to maneuver. The research shows that the brand logo is positively perceived by students, has high recognition, and the colors strongly and positively distinguish the University from the competition. Therefore, the decision was made to retain the brand logo and its colors, while focusing on the creative development of the brand’s Key Visual.

Among the most frequently repeated associations resulting from the research, there is a package. A package understood as a symbol of logistics, which in a thoughtful way unites all the graphic elements characteristic of the brand. After simplifying the shape, we find it as an element of the layout (a unique graphic arrangement characteristic of the brand).

The main theme provides great possibilities for expansion – it is possible to adapt photos to the situation, add symbolism. Thanks to triangles and elements created from them, it is possible to introduce additional colors.

The basic assumption of the work on the brand’s KV was to move to the first place in the hierarchy of importance of images presenting the main subject of interest – logistics. The selected photos should show the means of “large” international transport in a convergent perspective, additionally emphasizing the theme of the road appearing in the slogan. In order to avoid the effect of dehumanizing the message, the possibility of using the image of people was provided, always on a white background as an integral element of the background (white surface) intended for placing longer texts. Important: characteristic triangles are mandatory accents.

There are many unique initiatives within the University. When creating logos to distinguish individual initiatives, our idea was to maintain consistency in communication with the main WSL brand (using the same colors and typography).

Current global trends are leading to the use of a “visual language” that effectively breaks through the omnipresent advertising noise. That is why we have used diagrams and graphs in the WSL utility materials.

The designed KV allows for its expansion and adaptation to various brand communication contexts. Maintaining the layout of its basic elements allows for maintaining the brand’s communication coherence, while at the same time diversifying its message. An example of this are the projects for the National Logistics Olympiad, which on the one hand were adapted to the nature of the event, and on the other hand are still consistent with the university’s basic communication.

The aim of branding is to create advertising forms that are not only visually appealing, but above all bring the desired effects. Therefore, when designing the identification of a given brand, it is necessary to remember about utility forms such as outdoor and press advertising.

Our interactive agency eFresh designed a website layout that corresponds to the adopted communication strategy and current trends in website design. A new tool for communicating with students was also created – Student TV, which allows for the dynamic transmission of current information.

The work related to the rebranding of the university was comprehensive. A complete set of utility and promotional materials was designed (including one of the most important information carriers – an information guide for students, i.e. potential students). A visual identification system was created outside and inside the building (here the greatest interest is enjoyed by the unique photo wallpapers decorating selected walls). The final stage of work on the new image of the university was to codify all elements in the form of a Corporate Book.

We also did not forget about a very important target group – WSL employees. We made every effort to ensure that the changes did not surprise them and were positively received. Special information material was created for them, presenting the direction in which the university is heading and explaining the conditions for the actions taken.

On September 1, 2012, the new image of the university saw the light of day.

February 28, 2013 – distinction in the REBRAND 100 GLOBAL AWARD 2013.

A competition organized for 15 years by the American Marketing Association, in which the 100 best branding projects in the world from a given year are selected. The awards are granted by a jury consisting of specialists from 12 countries. Other distinguished brands include: Starbucks, Hewlett-Packard, Shutterstock, and Wrigley.