Build Your Future

BeSeen / Build Your Future
logo

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.

The Challenge

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.

The Solution

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.

Photography

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.

Illustrations

The interactive site included a range of illustrative characters to represent the variety of future job opportunities.

Fully Responsive Microsite

We designed, built and launched the content-rich microsite at the start of the campaign.

Social Media Campaign

The engaging characters were also used effectively in the social media activity to drive traffic to the site.

fbmac

Offline Promotion

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.

The Results

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.