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Introduction

While the majority of the UK higher education sector is scrambling to revisit their undergraduate recruitment strategy in light of reduced funding and increased fees, Leeds College of Music is not only revisiting their undergraduate offering, but also paying particular attention to the postgraduate audience.

Brief

As a result of this new strategy, Leeds College of Music tasked Numiko with building a user centred, content managed website aimed at prospective postgraduate students.  The main aims of the site are to raise awareness of LCM’s postgraduate offering, raise their profile as a postgraduate institution and position their courses as the very best of postgraduate music studies in the UK.

Solution

We interviewed postgraduate students and undertook a competitor review as part of the initial ‘discovery’ phase.  We then worked the findings into the site layout and page templates.  Thompson Brand Partners designed the site based on the newly designed postgraduate branding.

The site showcases the College’s prestige as a music institution, with industry partners such as Apple and Ableton, talented tutors and successful alumni and offers a look into the state-of-the-art postgraduate Studies and Research Centre.

Results

With an initial soft launch, traffic to the website has been steady. Initial users are spending over five minutes on the site and visiting an average of six pages per visit - testament to the engaging content on the website.

Testimonial

“Leeds College of Music is a progressive conservatoire, renowned for providing a hub for high quality musical activity and for preparing versatile, creative, musicians for the world’s cultural industries.  As a marketing department it’s important that our print and online materials convey this message, something that the postgraduate microsite achieves to the highest standard.”

James Baxter, Marketing & Development Manager - Leeds College of Music.