RE-INVENTING EDUCATION ADVERTISING
for one of the UK's largest and most successful colleges
IN 2012, WE WERE APPOINTED AS AGENCY OF RECORD FOR BIRMINGHAM METROPOLITAN COLLEGE.
From working to shape the long term marketing strategy for the college, launching game changing above-the-line campaigns and using technology to improve learner experience, we've created meaningful reasons for students to choose BMet over any other college.
Whilst most colleges rely on traditional advertising to communicate in a broad and ambiguous nature, few are ready to admit that their product is a means to an end and that the end goal of students is careers, more specifically, careers that they're passionate about.
“SUCCESS LAY IN KNOWING HOW A YOUNG CONNECTED CONSUMER BEHAVES AROUND MULTIPLE CHANNELS AND TARGETING THEM WITH CREATIVE MORE IN LINE WITH THEIR WIDER BRAND PREFERENCES THAN THAT OF A COLLEGE.”
LET WHAT YOU LOVE BECOME WHAT YOU DO
advertising a college like never before
SUMMER RECRUITMENT CAMPAIGN
Our brief was to target school leavers and increase year-on-year enrolment numbers across all three campuses.
In a communications landscape that all too often speaks down to prospective students and treats their future ambiguously, we wanted to create a campaign that spoke to them on a level, rather than at them. All whilst recognising that for school leavers, the opportunity to escape education and start doing something they love is the primary motivator.Watch The Cinema Ad:
We took this meaningful message out to prospective students in places where we knew they'd be. As well as reaching them with the message in cinema, outdoor and on radio we partnered with the likes of Spotify, Facebook and YouTube to build on this idea with platforms and applications that brought the message to life.