LANCASTER UNIVERSITY Bridging the authenticity gap In an era of slick advertising and glossy materials, Lancaster University sought to bridge the ‘authenticity’ gap and provide students with real opportunities that would allow them to envisage themselves studying there. They wanted a solution that would let prospects ask the questions they would not see answered in the prospectus or on the website. Recognising the importance of institutional buy-in for a new and untested initiative, Josh Dean, Student Recruitment Development Manager carefully co-ordinated the implementation of Unibuddy, including: ? Promotion of Unibuddy on the homepage to maximise engagement from the start. ? Starting small , with the central ambassador team. ? Gaining the support of senior man

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