The Challenge
The College is over 128 years old and is a recognised brand within the city of Plymouth. 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 has worked in partnership with the marketing team to reposition the brand and ensure it competes on an even footing with its larger University neighbours. The challenge continues to be about appealing to a sophisticated audience as well as increasing awareness that the College can provide more than simply vocational course programmes.
The Solution
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.
The Result
Market research data suggests that more people than ever are considering studying at City College Plymouth. When we first started working with City College in 2015 the ‘considered studying there’ rate was at 33%, while today it’s shifted northwards to 51% - massively increasing the level of positive brand perception. This has also seen enquiries rise 14% year on year since 2015.
