communication strategy for the university of wrocław.
we had the pleasure of working with the university of wrocław to refresh and build a modern, cohesive communication strategy tailored to today’s market challenges and the expectations of various target groups.
1. big idea: “good to know more + alternatives”
the core of the new strategy was developing a big idea that connects the university’s mission with the dynamic expectations of today’s candidates. reviving the slogan “good to know more” highlights the value of education, continuous development, and acquiring knowledge in a modern, global world. this idea reflects a blend of academic tradition and innovation, while also inspiring students to learn and explore new opportunities.
2. communication style (tone of voice)
we created a communication style that is:
- inspiring – encouraging people to broaden their horizons and explore new intellectual paths.
- professional – emphasizing the university’s authority and the high quality of education.
- friendly – open and accessible, especially for younger audiences like prospective students.
- open to diversity – tailored to international students and promoting multiculturalism at the university.
when communicating with prospective students, the university adopts a more motivating and relatable tone, while for business or academic partners, the tone is more formal and expert-driven.
3. brand archetype – the sage
we developed a cohesive image for the university of wrocław based on the sage archetype. this archetype emphasizes the university’s key attributes:
- pursuit of truth and knowledge – the university as a place of scientific research and deep inquiry.
- authority – the university of wrocław as an institution with a rich tradition that is a leader in the academic world.
- mentorship – a university that guides and supports its students on their path to intellectual and personal growth.
4. consumer insight
based on consumer research, we identified the key insights that reflect the needs and expectations of the target group:
“i want to study at a university that not only provides me with high-quality education but also helps me develop my interests and opens doors to international opportunities.”
this belief became the foundation of the university’s communication, emphasizing practical skills, international cooperation, and a dynamic student life.
5. social media communication strategy
we planned to optimize and modernize the university’s presence on social media:
- facebook and instagram: we will implement dynamic, interactive posts, including quizzes, contests, stories, and reels to build engagement among younger audiences. these posts will focus on showcasing authentic student life, inspiring success stories, and university events. each post will have a clear call to action (cta), such as “apply now,” “check out our programs,” or “share your story.”
- tiktok: we designed a video campaign plan aimed at potential students, presenting daily life at the university in a fun yet educational way. short videos aim to quickly capture candidates’ interest and create an organic “social buzz.”
- real-time marketing (rtm): with the rtm strategy, the university will be active during important events, such as exam results announcements, which engages candidates and builds stronger relationships.
6. user engagement
our goal was to increase user engagement through various forms of interaction:
- user-generated content: we’ll encourage students to share their experiences at the university using hashtags and promote their content on the university’s official profiles.
- contests and challenges: we’re introducing contests that engage both the academic community and prospective students, such as photography challenges, gaining greater visibility online.
in summary:
our unconventional agency has created a comprehensive and modern communication strategy for the university of wrocław, encompassing a big idea, consistent communication style, brand archetype, consumer insights, and social media strategies. by introducing more interactive, dynamic, and personalized content, we plan for the university to gain greater visibility and engagement among younger audiences, while also strengthening its position as a prestigious academic institution in the new digital world.
