Somerset College of Arts & Technology offers a wide range of both FE and HE courses, from apprenticeships to degrees. With the objective of driving enrolment, and with an emphasis on 5 courses in particular, the brief was to reinforce the colleges proposition as one of creativity where students could secure the futures they desired. With several colleges located nearby all vying for the same audience, they needed a campaign that would stand apart from the rest and really engage with the local community.
After a successful pitch, we worked closely with the college’s in-house marketing and design team. Targeting both students and influencers, a campaign was launched over the summer months to capitalise on the publishing of exam results. The tone throughout all advertising was fast paced, cutting edge and exciting. With the strapline of ‘Start Building the Future you Dream of’ we kick started the advertising with a 2 week radio campaign, targeting GCSE & A-Level results day with itunes vouchers and notebooks give-aways. Hanging banners in the centre of Taunton assured high visibility in a busy thoroughfare with strong front of mind positioning. Cinema advertising also set them apart through the use of a movie trailer style treatment which delivered impact and theatre. The advert ran over a 4 week period allowing for maximum impact and high OTS amongst the target audience.
A high impact campaign that lead to a raised profile with increased applications and an ongoing intake of students. Of the campaign, Anthea Kerslake, Marketing Director, says, “The Earl & Thompson team worked closely with us for the duration of the project. They came up with a whole host of ideas, all of which were a step change from what we, and the other colleges were already doing. The creative team worked closely with our in-house design studio to allow us to produce final artwork and our students were even able to film the cinema advertising, working from E&T’s storyboard and direction.”