Atom : Open University case study / YOU magazine

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Open University

Title: YOU
Target: 30,000 16-24 year olds
Key aim: Increase brand awareness and OU conversions
Pagination and frequency: 44 pages, B2C bi-annual
Format: Perfect bound 210x210mm magazine

The Open University wanted to increase awareness among 16-24 year olds and present OU degree courses as a viable option after completing A-levels. In light of the pending increase in University fees in 2006 it was an ideal time to highlight to benefits of studying with the OU.

Research had shown the OU that this age-group had little or no knowledge of the OU, and any impressions of the brand it did have were negative — middle-aged, kipper ties, etc.

The brief was to create an appealing, engaging publication that could act as a prospectus at UCAS conventions, where they were to be distributed, while entertaining the target readers and familiarising them with how the OU works, ultimately getting more students to sign up for OU degrees.

Download a sample page (PDF) from this magazine

Atom liaised with the OU to ascertain the key objectives and messages to be communicated:

Fees at the OU are lower than conventional universities, meaning students would leave with less debt
Students can work part-, or even full-time during their studies, helping their finances and gaining valuable work experience
The OU is in the top five universities for teaching quality in the UK

Atom created a dummy magazine, printed and bound as per the exact specification of the final magazine. This product was then tested by various focus groups around the UK, for the tone, content, look and feel.

The research was conducted by RSM Robson Rhodes Consulting. Atom were involved closely with the OU in the interpretation of the findings to produce a publication that would be targeted and communicate on the right level to this new audience.

Atom used an Editor who knew the market well and a team of designers to produce a vibrant, colourful magazine, with enough valuable information to be retained by the audience, and enough fun and entertaining content to be read in the first place. ‘You’ was ultimately a magazine/prospectus hybrid highlighting the OU’s unique blend of high-quality education and low fees.

Research conducted into the effect the magazine has had on the number of 18-24 years old committing to OU degrees over 2006 will be coming soon.