York Dialectic Union

About the Client

The York Dialectic Union hosts engaging talks, debates, and interviews that contribute to the intellectual life at York. Some recent events have engaged with topics ranging from: Western Aid to Ukraine, legalising assisted dying, the labour government, and much more! They are renowned for their ability to attract high-profile guests such as Peter Hitchens, Jeremy Corbyn, Ben Habib. The Union's dedication to promoting thought-provoking dialogue, evidently cements its position as a cornerstone for intellectual and cultural discussion in York.

Objectives

• Conduct comprehensive market research into the political and intellectual interests of York students to understand expectations and perceptions of the York Dialectic Union.

• Develop targeted marketing recommendations to increase student and public engagement.

• Research successful events and initiatives from other dialectic unions to identify gaps and propose innovative event formats that address student interests.

Project Outcomes

Through extensive primary and secondary research, York Community Consulting delivered a comprehensive transformation strategy for the York Dialectic Union. The team conducted detailed surveys with both current members and the broader student body, revealing key insights about student demographics, preferred communication channels, and intellectual interests. The research identified a significant opportunity to expand beyond the Union's traditional Politics, Philosophy, and Economics audience, with strong interest from STEM and creative arts students.

The project also established clear target personas and developed Key Message Frameworks that would help reposition YDU from an exclusive academic society to an inclusive forum for curious students from a wide range of subjects. Our research determined that Instagram was the overwhelmingly preferred platform of communication for university students, which informed our recommendations for enhanced visual branding, interactive content, and strategic use of stories and reels.

We also developed a marketing toolkit that included social media templates, communication timelines, and partnership outreach strategies such as engaging with similar academic societies e.g. York Politics Society, York Law Society, and York Debating Society. These evidence-based recommendations provided York Dialectic Union with the tools to increase their engagement from the student body whilst maintaining their reputation for high-quality intellectual discussions.