Research: Competitors/Similar Idea

When appealing to such a large audience it is key to understand their motivations. One way in which this can be analysed is through recognising and researching existing competitors of the Art Fund as well as other student orientated discount companies.

UNiDays - This is a popular platform used by students to receive FREE discount at a range of popular retailers

- Mostly used online through the use of discount codes

- You simply sign up using a verified university email address

- Website + app

- Social media presence that tailors to the interests of the student market (memes)

- Bold colours and patterns are used subtly to add a unique image to the brand

- Line vector illustrations are used to add visuals to information

NUS Extra - Another popular form of receiving discount

- In the form of a card 

- £12 a year or £32 for 3 years

- Impressions from the website and social media: it is what it is. The brand is not as engaging as competitor UNiDays, there is a lack of engagement with the audience 

Student Beans - 'youth media brand'

- offer discount across a range of retailers

- hub for articles, offers, jobs etc

- You sign up and receive discount codes through website/app

- Engaging content for the student audience

16-25 Railcard - 

- Save 1/3 on rail prices

- £30 a year or free with a Santander Student 123 account

- For anyone aged 16 to 25, or over 25 and in full-time study

- Card needed to verify discount when travelling

Amazon Prime Student 

- FREE prime service for 6months

Through researching each of the above companies, it is evident that there are a number of common themes that run through the visuals and mannerisms of the brand. 

- Content must be engaging and appeal to the student audience (animation, bold colours/patterns, humour)

- Tone of voice must be persuasive but engaging 

- Videos are engaging and can be a quick way to get a message across