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You can study from anywhere as an online masters student - our photos show learners in their home environments, like this student in Malaysia
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This online learner watches a lecture on his laptop from a New York cafe
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This online learner listens to a lecture and takes notes, studying outdoors when it suits them in New York
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An online learner in Malaysia on a video call, in a cafe with University branded bag
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Online learner studying in her home city of Kuala Lumpur, at an outdoor cafe
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Online learner watching a lecture on his phone as he travels on the NYC subway - studying on the go is a convenient way to study when you're an online part-time student
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Online learner takes part in a video call while studying at a cafe with Kuala Lumpur's iconic twin towers beyond
Representing our global online learners in student recruitment campaigns
Category
Photography > Photography: Series or Collection of Related Photographs
Description
Best of CASE Europe Region Award
Institution: The University of Edinburgh
Title of entry: Representing our global online learners in student recruitment campaigns
About this entry: The University of Edinburgh offers 80 online masters degrees attracting students from all over the world. Our campaigns focus on flexibility and articulate, visually, that you can gain a masters degree from anywhere. Until now, we only had access to photos taken in Edinburgh. However, in order to achieve our strategic goal of being globally relevant, we required a more diverse depiction of our online learners, 60% of whom are based outside of the UK.
We worked with creative agency The Smalls to commission local photographers in the USA and Malaysia, two of our key markets. Photos feature a man watching lectures from iconic locations such as Brooklyn Bridge, Manhattan, and the New York subway, and a woman studying online by Malaysia’s Petronas Twin Towers and at open-air hawker stalls. The photos prominently feature official University of Edinburgh merchandise.
The resulting collection of 60 photos aims to represent:
- our diverse cohort of online learners: 5,000 students are based in more than 160 countries
- the various environments in which they study: we know they fit studying in around other things in their life e.g. while commuting, out and about, at home, at work
- the digital devices they use to navigate the University's virtual learning environment
These photos are being used in our digital marketing campaigns (driving prospects to www.ed.ac.uk/c/online-masters) and we are currently testing the images with different geographic audiences to assess which have the greatest power to convert prospects into students.