City College Coventry
Love Cov Summer Recruitment Campaign
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The Problem
Coventry City College wanted a strong campaign that aligns their mission; ‘helping the people of Coventry and its region to get the knowledge and skills to succeed.’ It had to convey key messages on a central theme for each of the main target groups.
The Solution
The creative design and distinctive concept developed for the Summer Recruitment Campaign complemented and further developed the brand for the College. Advertising was mainly across print (local newspapers and some specialist press), web advertising and outdoor, primarily bus sides.
Website
The College requested that its website would be an open source technology platform with a redesigned user experience journey. The micro-site needed to capture enquirers’ details and to integrate those with the College’s on-line applications functionality.
We developed a site that did just that. Maintaining continuity with the print side of the campaign, the dedicated site focused on the large imagery and associated with the LOV COV logo. It also enabled prospective students to explore a form of online prospectus and discover anything from available courses to applying online and booking for tours and open days.
LOVE COV
“CCC hit all their enrollment number targets and saw a healthy increase to their 16-18 learner numbers by 7.5%”
“LOVE COV brought energy and focus to the 2014 recruitment campaign. It chimed well with a wide variety of stakeholders, reflecting as it does the pride that Coventry people have for their city.”
“The execution of the campaign gave us great flexibility in terms of colour and format, both of which helped us launch the college into a new phase of communications. The positive nature of the sub-brand and its simplicity has mean that it is easily adopted and it can be seen across college on posters, T-shirts and screen savers as well as the above-the-line executions.”
– Gerard Kelly
