the brief

UCAS handles 2.5 million applications for just 400,000 places university undergraduate places every year. They wanted to create a site that continued their dialogue with students throughout their lives at university, delivering help and advice on all aspects of student life. The site also needed to generate revenue to help UCAS keep application fees low.

our solution

We spent a lot of time with would-be and existing students, understanding their online behaviour and their concerns about student life to develop a distinctive site proposition, content plan, name and branding. This culminated in the launch of an influential new student channel for UCAS: yougo.

yougo offers a new form of social networking where students can research universities and courses, share experiences, access valuable, money-can’t-buy life and career opportunities and generate their own content. The site’s full Web 2.0 functionality supports personalised content, forums, commenting and wikis.

The keenness of commercial partners such as Apple, Orange, Cult and Lonely Planet to be involved in the site are testament to the strength of its proposition and appeal.

Results

• The site has taken off. Forums are in use 24/7
• One user comments: “this is much better than Facebook”

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