The University of Real Life - Salford

Salford University was suffering from a serious image problem and this paper describes how it was overcome.
Agency: Cheetham Bell JWTAuthor: Not credited

Area Awards 2001 Bronze

The University Of Real Life

How Salford University Successfully Repositioned Itself

 

Summary

Prior to 2000 Salford had an image problem that seemed insurmountable. It had become miscast as a substandard choice of Uni. Undergraduate applications were down 5% YOY and there was little hope of fortunes improving

CBJWT was hired in January 2000 and immediately found a case of perception v reality. Salford was not only a far better university than its image suggested but it also had a real story to tell

Having pioneered...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands