Projecting our identity: The UK's European university
The University’s tagline of ‘The UK’s European university’ is a unique selling point and through this usp, we communicate a distinct sense of place in terms of geography as well as demonstrating the value of our European locations, partnerships and programmes.
This concept of brand was built on three central ambitions:
- to create impact internationally
- to provide an inspiring student experience
- to enhance our reputation for innovation
Many of our programmes have specific European opportunities and, in our research, these ‘real’ European opportunities appealed to our target audiences and reinforced the view of Kent as an international entity.
Our research demonstrated that ratings and credentials based on high-quality teaching also appealed, showing that league table positions and teaching awards were of great importance.
Access to academics and individual attention was also vital, along with the fundamentals of good facilities and accommodation.