Contextualization
Problem
The central problem is that the E³UDRES² methodology is little known. That is, few people open emails related to Eudres or its activities.
Values
E³UDRES² Values - Student-centered education; Responsible research, sustainable innovation and progressive education; Diverse communities and Intercultural commitment.
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I Living Lab values - Student-centered education; Future-oriented and lifelong learning; Team-oriented collaboration; and Solution-based approaches to efficient solutions.
EUDRES Brand Personality
Responsible | Creative | Communicative
Positioning
E³UDRES² is positioned as a unique and highly valued European university alliance, therefore it adopts a differentiation by benefit positioning strategy as it has a strong focus on innovation and sustainability, aims to create creative solutions to specific challenges faced by local communities and creates space for experimentation and requires agile management and flexible action to develop interesting ideas into sustainable products and smart services.
Advertising Goals
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Increase the number of students participating in an I Living Lab.
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Increase the notoriety of the I Living Lab activity.
Target
The target audience of our campaign is young university students from the Polytechnic Institute of Setúbal, aged between 18 and 25, of both genders. This public has a very active lifestyle and is interested in developing their individual skills by learning new cultures, participating in diverse challenges and teamwork. These young people may also be looking for internship and Erasmus opportunities in order to gain more international and dynamic experiences for the future.