The college asked bgroup to develop a campaign to incorporate new creative that would stand out in the marketplace and grab the attention of 16-18 year olds by using a range of mediums they can relate to. The message of the campaign had to make the courses attractive to that age group by portraying the benefits and social aspects of learning. The prospectus needed to be at the heart of the campaign, with creative elements carried through all other promotional methods.
We developed the campaign ‘Capture Your...’ which works on the notion of Northumberland College as a place where every individual student’s potential is recognised, nurtured and captured for the future. By using an open-ended strapline, the concept allows on-message flexibility, while remaining true to an essential idea. Generic messages that could apply to school leavers, for example during an integrated campaign included:
The design incorporated black and white imagery of students from certain course areas to promote the range of courses on offer. Each person was shown at the centre of a dynamic graphic representing the College’s influence.
The campaign included press adverts, radio, personalised postcards to act as ‘keep warm’ activity and a prospectus.