Award-winning marketing campaign - celebrating 30 years of MBA Excellence

Newcastle University Business School

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CELEBRATING EXCELLENCE 2018 marked Newcastle University Business School’s 30th anniversary of Association of MBAs accreditation, a key milestone in the School’s history. It was an opportunity to engage with our alumni, students, staff and partners, through a programme of celebration events and a marketing campaign that featured 30 years of graduates with beautiful portraits in iconic locations across our region.

Newcastle University Business School

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Newcastle University Business School

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AMBA 30th Anniversary brand mark We created a brand mark and logo relationship that fused the Association of MBAs logo with our anniversary. This was fully endorsed by the Association of MBAs and complimented their own 50th anniversary celebrations. This brand mark was applied to all of the campaign materials produced.

The colour palette was designed to tie in with existing MBA marketing materials to ensure our audience resonated with the content.

Colour palette

Pattern

Newcastle University Business School

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Strapline We worked through a variety of strapline combinations with our design agency. We felt Celebrating Excellence captured the spirt of the campaign and sat well with our overarching Business School brand and the ethos of our MBA programme.

CELEBRATING EXCELLENCE

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Photography The photography was the foundation of the campaign and was re-purposed as part of a multi-channel approach.

The images created captured the personality of every individual who was photographed and showcased the beauty of the North East.

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Newcastle University Business School

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Newcastle University Business School

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Photography

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2006

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2018

Newcastle University Business School

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Presentation pack and postcards One of the main outputs of the campaign was a postcard pack that celebrated 30 years of accreditation, with 30 MBA alumni from 1998 to 2018 and their advice for prospective MBAs in 30 different locations across our region.

Newcastle University Business School

Postcards These packs were distributed to key stakeholders, used at MBA Open Days, and sent to all MBA offer holders.

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Newcastle University Business School

Printed content Each of our key stakeholders received a printed save the date prior to the celebration weekend to raise awareness and an event invite that highlighted the event programme on offer.

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Newcastle University Business School

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Newcastle University Business School

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Newcastle University Business School

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Digital content To gain greater reach and engagement with regional, national, and international audiences, a number of digital outputs were created. This included html save the dates and event invites, social media creative, and a short video which was used to launch the campaign that showcased all of the alumni featured across the 30 years.

Save the Date

Invitation

Newcastle University Business School

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Newcastle University Business School

Social media

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Newcastle University Business School

Video

Link to video https://streamable.com/jv6ti

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Newcastle University Business School

Exhibition We wanted a creative way to display the breadth of photography captured for this 30th anniversary, especially the black and white imagery. We used the cubic theme which was applied throughout the campaign to create an interactive exhibition which was showcased at the 30th Anniversary Gala Dinner and during our Association of MBAs re-accreditation visit. It is also now a permanent exhibition in our conference space. This style of exhibition complimented the venue for the gala dinner, a landmark industrial building home to the BALTIC Centre for Contemporary Art.

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Newcastle University Business School

Exhibition

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Newcastle University Business School

Exhibition

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Event

Newcastle University Business School

Large print canvases This campaign offered a number of opportunities to re-purpose content adding longevity to its use. We used the photography and profile quotes to create large print canvases to showcase our MBA talent throughout the Business School.

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Newcastle University Business School

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Newcastle University Business School

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Testimonials

“ As Newcastle celebrates its 30th anniversary of being accredited, we join them – as we mark our own 50th anniversary – to honour both this momentous occasion and commend the Business School spearheading 30 years of business education excellence in the North East and across the world.

We value working closely to ensure outstanding management education continues to be the top priority for employers, governments and ambitious executives who will become the global business leaders of the future.”

Andrew Main Wilson Chief Executive, AMBA

“ I am very privileged to play a part in celebrating 30 years of the MBA programme accreditation at Newcastle University. I thoroughly enjoyed the course and it has really helped me throughout my career.”

Avril Scott MBA Graduate 1993

“ When I applied I realised that the MBA was celebrating 30 years of AMBA and with this came an opportunity to apply for a full-fee scholarship which was a competitive process. This award and recognition has been incredibly valuable and highlights the School’s commitment to leadership development. I am very grateful for this opportunity.”

John Gonzalez Garcia MBA Class of 2019

Newcastle University Business School

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We truly appreciate the time, commitment, and enthusiasm of everyone who made this anniversary celebration possible, including: Our tremendous MBA Alumni and the MBA class of 2018 Campaign endorsement: Association of MBAs for their continued support of this campaign Campaign development and execution: Newcastle University Business School, Marketing and Alumni Team Photography: Eve Photography Concept development and lead design agency: Digitronix Ltd Exhibition and large print design: Gainford Design Associates Campaign print: Statex Colour Print Ltd