City College Plymouth

Setting the scene for science and technology

The Challenge

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

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. The results of this particular campaign meant awareness of the new STEM subjects available at the College proved very high and demand for course programmes exceeded availability in 2017. And finally but most importantly since 2015 enquiries have risen year on year 14% as a direct result of our work.

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