Contextualization
Problem
Lack of notoriety that the project presents. Most students do not know of its existence or if they do, they do not really understand what it is.
Values
Strategic commitment: Due to their existing strategic commitment and their acknowledged expertise for the further development of smart and sustainable regions.
Expertise: Due to their expertise and good practices for challenge based education with innovative methods.
Know-how: Due to their full commitment and their outstanding knowhow in mission-oriented research and human-centred Innovation.
Experience: Due to their experience as engaged and entrepreneurial university and their activities and efforts towards future universities.
Personality
We consider EUDRES, according to our analysis of the brand and its values, to be a person:
researcher, professor, young, innovative, experienced, educational, entrepreneur, committed to his strategy, with know-how habilitys and specialized in several areas, such as education and innovation methods.
Positioning
EUDRES' positioning strategy is focused on digital marketing, as it involves sending emails, creating pages, etc.
Based on this strategy, we want EUDRES to be seen as a young, sustainable, innovative and attractive brand that is able to attract new students.
Advertising Goals
The objective of this campaign is, in addition to showing all students the importance of this project (I Living Labs), to motivate them to participate in it.
Target
Our campaign is aimed at young adults who are currently studying at the Polytechnic Institute of Setúbal. Students who are persistent and motivated to have a positive impact on society.