Dutch University of Applied Sciences Enhances Brochures with Layar
Here at Layar we are no strangers to the benefits of interactive print in education. In fact, the education space is one the fastest growing areas for interactive print. Students and teachers are using Layar to make their materials and projects interactive with digital content, but that’s not all.
Many schools and institutions are using interactive print to attract prospective students. In the case of the University of Applied Sciences (UAS) Leiden, a school of 9,200 students in the Netherlands, they’ve teamed up with creative agency UWMERK!WAARDIG, a member of the Layar Partner Network, to create interactive brochures for all 24 of their bachelor studies programs. We spoke with representatives from both groups to get the details on this terrific project.
Can you briefly introduce University of Applied Sciences Leiden and multimedia consultant UWMERK!WAARDIG to our readers?
Agnita Mur, Member of the Executive Board: “University of Applied Sciences Leiden (UAS Leiden, in Dutch: Hogeschool Leiden) is a medium-sized University of Applied Sciences in the Netherlands with approximately 9.200 students and 900 employees. We offer bachelor’s programmes and perform applied research in a variety of domains ranging from (health)care and social work to economics, and from technology to education. We challenge students to realize their potential.”
André Batenburg, CEO & Owner of UWMERK!WAARDIG: “UWMERK!WAARDIG is a full service multimedia company (strategy and execution) that works for a variety of companies, for instance University of Applied Sciences Leiden, DHL Global Mail, TROS Broadcasting Company, ANWB Media, ADO Den Haag Footballclub and Broekman Logistics Group.”
How did you learn about augmented reality (AR), interactive print and Layar?
Mur: In the strategic overview 2012-2016 UAS Leiden chooses, amongst other strategic issues, that we innovate our marketing and communication taking into account sustainability and the strong growth of mobile devices (amongst which smartphones). In the strategic workshops with our agency UWMERK!WAARDIG we were introduced into the world and possibilities of augmented reality, especially through Layar. Education in the near future will be growing into interactive and on demand concepts, therefore we also need to change our information in that direction.
Batenburg: We strongly believe that the growing penetration of smartphones and consumer behavior creates a successful role for AR.
What are your goals and objectives for using interactive print and AR regarding University of Applied Sciences Leiden?
Mur: As I stated before, as a University of Applied Sciences, we must engage with our students and target groups. Using interactive print in our brochures will help us to give future students a better impression of what they can expect and why to choose UAS Leiden as their educational partner.
Batenburg: We feel that the Layar concept can help grow the interactive connection and engagement between the current students and future students, using film and a variety of interactive buttons.
Do you consider interactive print and AR a strategic choice or rather a trail / experiment?
Mur: We are developing towards being interactive in various ways. Therefore this is not an experiment for one year, but a strategic choice.
Batenburg: We have a growing potential of companies asking for interactive concepts and film. The opportunities of Layar helps us making interaction more easy. Our business is also changing and it gives us new opportunities.
Did you get any feedback within the organization and from students / future students?
Mur: As we speak, we just started the distribution of our study guides in interactive print. The initial reaction in our university is positive and it shows that we are working towards ‘ sustainable recruiting’ and that we innovate.
Batenburg: Within the organization there is an awareness that the Layar concept can create a different dimension in the dialogue between people and brings an easy to use marketingtool.
How do you think interactive print and Layar are a part of future plans of the school?
Mur: First we have to evaluate and have to learn from the results from this year. We hope and believe that interactive communication in all kind of applications can help UAS Leiden to perform and engage better.
Batenburg: Interactive print can increase the number of users in all printed material of the school and can create interactive orientation when people are visiting the school.
What are the strategic changes in the educational field and how can Layar be a part of it?
Mur: Education historically happened mainly inside the building of our university. This changed gradually and will remain changing step by step to new educational concepts. That means video driven classes, flipping the class room, e-learning concepts and the ’traditional’ way of education all combined.
Batenburg: Film, online engagement, interactive concepts and data-analytics will be the future. Layar can be a part of that.