Focussing on prospective students – how we used focus groups to create our recruitment campaign film.
No one knows what students want better than the prospective students themselves. In the past we have used advertising companies to formulate ideas and create content, but now we have tried a new strategy.
Using focus groups made up of prospective students, we take the ideas for the content to the film production company for them to develop and produce into a campaign film.
Film is an excellent tool for executing an integrated communications strategy in digital media, why is it so successful?
Maria Crona, Marketing Manager, Malmö University
More than 15 years of experience in the field of communication and marketing.
Currently leading a team of eight within a communications department of Malmö University, to develop and managing integrated marketing and communications activities using mix media channels.
- content marketing
- digital advertising campaigns and media planning
- social media activities
- film production
- brand engagement
Previous work experience:
Former journalist, film producer working for both the national broadcasting company SVT and running my own production company.
I have a thorough understanding of how film is an excellent tool for integrated communications strategy and campaign execution.