All About You Wellbeing Pack

CHALLENGE

The University of Suffolk wanted to increase applicant conversion while reinforcing its commitment to student wellbeing. The challenge was engaging prospective students during the period between accepting an offer and arriving on campus, when uncertainty and anxiety can often lead to disengagement.

IDEA

Belonging starts before day one.

Rather than waiting until students arrived, we created an experience that demonstrated the University's commitment to wellbeing from the very beginning – building confidence, connection and a sense of support before enrolment.

STRATEGY

I led the creative development of It's All About You, a direct mail welcome pack inspired by Mind's Five Ways to Wellbeing. Combining thoughtful print design, practical resources and carefully curated content, the pack helped students feel valued as individuals rather than applicants.

Following its success, the campaign evolved into the University's primary recruitment initiative, expanding into a hybrid physical and digital experience that included social content, webinars and online communities – creating multiple opportunities for prospective students to engage before starting university.

IMPACT

The campaign contributed to a significant increase in offer conversion, particularly among applicants from outside the local area. Its success led to the initiative being adopted as the University's flagship recruitment campaign for a further three years, demonstrating the value of putting wellbeing at the heart of the student journey.