International branding & marketing


The education funding landscape has transformed beyond recognition in recent years. As a result, Universities are now complex businesses with multiple customers – and so require multiple, integrated communication and marketing channels. The University of Reading approached Bell to help position their brand and attract the best students, staff and funding.

We worked closely with the University to develop brand insights from significant business / market analysis. We created brand, student-recruitment and marketing strategies and then implemented these through all of the University’s channels: comprehensive brand guidelines; digital student recruitment marketing (fully tracked and measured); experiential event and Open Day implementation, video and CRM.

This new brand positioning has just been launched (2014) and we await the first detailed results metrics from our online student recruitment marketing. I’m about lead the roll-out of the new approach across the University’s business activities, including their new campus in Malaysia.

My role: brand strategy; marketing strategy; digital advertising strategy; creative direction; copywriting

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