BeSeen created a campaign to help young people ‘Build their future’!
Bucks UTC asked BeSeen to devise a campaign to promote their unique construction course to prospective students and parents.
The Client Buckinghamshire University Technical College (UTC) in Aylesbury offers a new concept in education for 14–18 year olds, providing opportunities to develop technical and practical skills integrated within the national curriculum framework.
Targeting both parents as well as young people, the campaign required two streams of messaging to communicate relevant benefits for both audiences. An important factor was conveying the UTC’s high level of academic achievement as well as the construction-focused projects. Fully funded by UTC sponsor Taylor Wimpey, meant the creative execution should be co-branded with Bucks UTC.
To maximise visibility and audience reach, we recommended an integrated strategy, using both online and offline communication channels. Combining creative elements from both the Bucks UTC and the Taylor Wimpey brand, we designed a captivating visual identity conveying the ‘Build Your Future’ theme and developed a co-branded framework to clearly position Taylor Wimpey’s sponsorship and support of the UTC.
Build Your Future Branding
As part of our strategy, we commissioned the production of a suite of bespoke photographic images using current students on the construction course at Bucks UTC as models.
Outdoor Media Campaign
We planned the outdoor media placement at high profile locations throughout South Bucks towns and our student models could be seen on large format posters from April to June 2015.
Fully Responsive Microsite
We designed, built and launched the content-rich microsite at the start of the campaign.
Bespoke Designed Illustrations
The interactive site included a range of illustrative characters to represent the variety of future job opportunities.
Social Media Campaign
The engaging characters were also used effectively in the social media activity to drive traffic to the site.
Following the launch in April, Bucks UTC Principal, Bev Flanagan said: “BeSeen have combined their creative, technical and digital skills to produce a marvellous campaign aimed at bringing in construction students. They’ve really put us on the map and for that I’m really grateful.” BeSeen continue to work with Bucks UTC and manage their social media strategy and implementation.