The College is over 128 years old and is a recognised brand within the City. Its links with local industry, city-wide organisations and employers are notable and its work and achievements remain admired. The College is woven into the fabric of the City; it is in some ways part of the DNA of Plymouth. It sits at the heart of the community constantly working on initiatives that will benefit the whole City. Since 2015 Just Enough Brave have worked in partnership with City College to drive up the perception of the College. The challenge for 2017 then, was to continue to shift perceptions and also drive up awareness that the College can provide STEM-focused course programmes as well.
Just Enough Brave continue to be a trusted partner in helping to develop our brand. The positioning and new creative campaign have engaged and motivated our target audiences and the refreshed visual language is more mature and reflects the College's ever-growing offer. We move into 2018 with renewed vigour.
Louise Greenleaf - Head of Marketing
Just Enough Brave further elaborated on the BE PART OF IT positioning and developed a new messaging framework that both challenges and inspires the target audience. To support the Colleges evolving messaging, we also developed an above the line advertising campaign to drive recruitment for their improved STEM offering. Finally, we evolved the visual language to create a sophisticated toolbox of contemporary colours, fonts and graphic assets, which are easily adapted to any number of media channels.
Data suggests that more people are considering studying at City College than ever before. When we started working with City College in 2015 the ‘considered studying there’ rate was 33%, while today it’s shifted northwards to 50% and has a massively increased level of positive brand perception. The awareness of STEM course at the College has been very high with demand for course programmes very high. Final data will be available shortly so watch this space.