City College Plymouth Summer Campaign

The creative team at Fuel is delighted to have recently collaborated with City College Plymouth, developing the summer 2014 advertising campaign to encourage student recruitment for the next academic year.

Standing out in a crowded education sector is tough, and the competition in attracting new students becomes greater every year. To combat this, a change in approach for endorsing the College was required. The creative campaign seeks to clearly differentiate the College from school by moving away from student portraits and instead focusing on the practical nature of the College’s vocational courses. Currently showcasing in a Plymouth-wide campaign, the creative has been developed to work seamlessly across digital, press and outdoor channels.

Louise Greenleaf, marketing manager at City College, commented on the outcome of the project: “I was delighted with the creative presented to our team, and from a crop of great ideas our focus groups roundly approved the ‘hands-on’ campaign. We have seen an increase in hits to our website and young people enquiring about courses so the campaign has definitely given us the outcome we were looking for.

Working with the team at Fuel has been seamless and I very much look forward to working with them again on future campaigns.” “It’s great to see City College Plymouth moving from strength-to-strength,” said Fuel Creative Director Dave Smith, “and devising a fresh approach for this campaign was a really interesting challenge. Collaborating with student focus groups and multiple stakeholders is always very rewarding, and we’re pleased that the College is seeing positive results from our work.”