Goldsmiths, University of London: social media to support student recruitment

In 2015 we were commissioned by Goldsmiths, University of London to develop a full strategy for the use of social media to support student recruitment marketing and communication activity. Goldsmiths was already making good use of social media, but the team felt that more could be done to make the personality and content of the university stand out in a crowded marketplace. 

Our work included an extensive phase of stakeholder, audience and competitor research, and a series of creative workshops with the team at Goldsmiths. This culminated in the development of a social media marketing-communications strategy and plan. This included a specific plan for recruitment-focused materials based on using a team of students to create content for a dedicated website. 

We also worked with Goldsmiths to develop a series of recommendations for how to build on existing internal structures and ensure effective working relationships within the university to ensure a guaranteed Goldsmiths voice on social media. 

Our work was also designed to help the University overcome issues relating to location, and political sensitivities that the University was particularly conscious of. 

The final strategy and recommendations report has been used by the university to inform its ongoing approach to social media content, with particular attention paid to the unique content produced by the student community at Goldsmiths.

During this time we were also asked to work with their Students’ Union to support training on the use of social media for sabbatical officers, following a period of high profile media coverage.