For some school leavers, starting college is the first episode in the next stage of their lives, while an adult learner might consider it the beginning of their ever after. As Northampton College’s new, retained design agency we got to be a part of this important rite of passage for thousands of local people, and to communicate their ‘Life Changing Moment.’
For several years Northampton College’s major recruitment campaign revolved primarily around the creation of a new full time prospectus which was then launched via a PR fanfare and local advertising across various local media. As the College’s new design agency we were asked to challenge previous activity and come up with something striking, eye catching and with appeal to all primary target audiences; 14-19 years old, adult learners and local businesses and employers.
We created a new look and feel for all College recruitment material. This was applied initially to their full time prospectus and then across all College display material. We were clear on the institution’s outstanding list of educational services and facilities but we wanted to make a big noise about these to all stakeholders – different to anything that had been done before. With each College place comes a tremendous sense of possibility. We designed a ‘Life Changing Moments’ video animation aimed at capturing this excitement, and generating it amongst prospective students.
The College’s impressive, new building became a focal point of our project. In fact, we felt it should be more than a focal point, so we experimented with projection work that transformed it into a striking campaign backdrop.
With our sequence of animations and uplifting messages bouncing across its walls, Booth Lane claimed centre stage at the November 2014 open event, and sparked equally impressive presentations on other campus buildings. The visiting crowds’ reactions added such an impact to the projection displays that we had to film them and bring them into the overall concept.
We united human encounters with digital experience. What’s more, we produced a reel of footage (real time, real people) – unique, original content to be broadcast across various online platforms as part of our ongoing social media strategy with the College. We also created a cinema ad which was broadcast in January, February and March 2015 along with various digital marketing activity including e shot templates that ensure the Life Changing branding is carried through all campaign activity.
The strength and relevance of the Life Changing brand is acknowledged and lives on in the new campaign currently being developed for 2016/17 entrants.