Our job was to promote university level qualifications delivered at local colleges, to those who would not normally consider going to university.
Education is a highly contested and subjective area, so right from the beginning, we made sure we built our campaign around the real reasons people might choose to study higher education locally.
Our objective was to change peoples’ perceptions about who can or cannot undertake higher education, while empowering and building confidence in people who might not normally consider university as an option. By creating a campaign which clearly identified these issues, and turning them into positive messages; we really managed to hit the message home with our audience.
Partnering up with a local welsh illustrator, we developed a series of bespoke illustrations for the campaign, to highlight UHOVI’s offering. This was further reinforced by the campaign line ‘University courses on your doorstep’. It was our intention to come up with a visual style which was different to anything UHOVI or other local colleges in the area had done before, which moved us away from typical photographs of students on campus, while keeping the UHOVI branding prominent; we wanted it to cut through the ‘noise’ of typical university recruitment campaigns. The memorable illustrations, and simple headlines, also gave the creative more flexibility to work across all media channels.
The campaign helped UHOVI to successfully meet their performance targets, with a combination of increased online clicks, social media activity, E-Shots, and Direct Mail.