Stockport College
We need to multi-platform our creative mix and change the perception of our college.
After an eight-way pitch Face was tasked with developing an over-arching campaign to raise the profile of the college within the local community.
Stockport College is a medium-sized college, based to the south of Manchester. The college offers a diverse range of courses, high levels of teaching, great facilities and excellent student support. The college obtained Beacon status in 2008 and received an outstanding OFSTED report. However, overall perceptions of the college still needed to be challenged, especially with Year 11 students, who’s understanding of the institution was remarkably lacking.
Our solution centred on the production of a viral video set to the 70's classic ‘Young Hearts Run Free’ by Candi Staton, and directed by Tor Kristofferson. Using students from the Performing Arts course to mime to the music, we took them through a series of scenes, which subliminally showed-off the college facilities and gave a flavour of the courses on offer. Throughout the video, graphics were used to add key messaging which underpinned the value proposition.
The video was then uploaded onto YouTube, the main college website and a campaign microsite and WAP site which we developed alongside the video production. This was then supported with an outdoor media campaign in the locality and 30-second radio ads on three local radio stations (using the Candi Staton track in the background). We also used Microsoft tags on the outdoor media to drive traffic to the WAP site, whilst also developing a Facebook site to enable potential students to leave comment and chat.
The whole campaign was threaded with memorable imagery, which offered easy recall, with plenty of different access points, appealing to the Year 11 audience we were targeting. Initial feedback has been very positive.
See also University of Gloucestershire Branding, City University, Education Leeds Annual Report, Harrow Sixth Form, Art and Design at Harrow, Havering College, Print
