South Bank UTC

BeSeen / South Bank UTC
Southbank
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BeSeen added a second University Technical College (UTC) to their growing portfolio of clients in the education sector. Following a three-way competitive pitch, BeSeen were delighted to be selected and appointed as the lead marketing agency for South Bank Engineering UTC, a new school opening in September 2016 in Brixton, South London.

A UTC is a type of secondary school for 14–19 year-olds led by a university sponsor and co-sponsored by leading organisations in industry sectors relevant to the school’s chosen specialism.

Specialising in engineering for the building and health sectors, South Bank Engineering UTC needed a brand identity, a website and a range of marketing materials to support the school’s student recruitment strategy to meet the opening deadline.

With all sponsors of the UTC taking an active role in the development of the brand, it was vital to consult and engage them throughout key stages of the project. Sponsors included London South Bank University, Skanska and London based NHS Foundation Trusts. It was vital that the brand identity for the new UTC integrated the sponsors’ values and conveyed the core specialisms. The target audience, based in the culturally diverse area of South London, would include parents and young people and the branding should appeal to females due to the low number of girls entering the Engineering Sector.

Solution

BeSeen facilitated a half-day ‘scoping’ workshop with all sponsors to identify a unique proposition that would differentiate the new UTC from traditional schools and support it to stand out from the crowd. This led to the creative development of the brand marque – a modern interpretation of a traditional icon often used to brand places of education, combined with icons that represent the unusual specialisms of the UTC. Introducing a strong and colourful graphic identity, BeSeen designed a 16-page prospectus and designed and built a dynamic website to kickstart the launch of the student recruitment campaign in September 2015.

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Results

South Bank Engineering UTC now has a brand to be proud of that captures its ethos, values and mission. All five sponsors are delighted with the result as their contribution to the brand development has been reflected in the final identity for the new school. BeSeen produced a complete set of brand guidelines enabling the UTC to develop further promotional materials and ensure the brand will remain consistently and accurately communicated to students, parents and other stakeholders. We are also delighted to say that South Bank Engineering UTC’s first phase of student recruitment has been extremely successful, and they are now fully subscribed for their first year of operation.

Visit SouthBank Website: www.southbank-utc.co.uk