University Heads of Valleys Institute (UHOVI) came to us for help to promote university qualifications delivered at local colleges.
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.
The campaign helped UHOVI successfully meet their performance targets, with a combination of increased online clicks, social media activity, e-Shots, and direct mail.