BE ANYTHING YOU WANT TO BE CAMPAIGN
01
The client brief
WMG Academy Solihull, a new centre of learning for college age students was looking to run an open event campaign with a difference. They needed to put themselves on the map.
The brief included:
- Attract students / parents to the new Academy
- Secure attendance at open events
- Promote summer recruitment, addressing GCSEs and A-Level and result days
- Deliver key
messaging about the Academy
- Dispel the myth that only engineers need apply
02
The creative response
PO’Sh put together a full campaign marketing plan (detailing budget, tactics and targets) narrowing down objectives and writing a set of key messages.
We chose an online focused campaign (predominantly using social media channels) to reflect
the target audience and meet the tight timeframes and budget. We were confident this would
provide the best value and ROI, but also extend our reach using more traditional tactics.
We produced a highly creative, engaging video that was audience specific, relatable and relevant.
03
The client response
PO’Sh have been instrumental in working with us to bring this new brand to life for WMG. They developed the creative elements for our print collateral, which led to the development of our first in depth brand guidelines document. Working with PO’Sh, on the creative process for each of our pieces of collateral, is always interesting. We enjoyed working with PO’Sh, for us it’s really important to have people who understand our brand and market, they always deliver on time and go the extra mile to make sure we are 110% happy with the finished job.
WMG
04
Working it out
Our strategy centred around producing something distinctly different for the Academy and
clarifying key messages.
We called the campaign ‘Be Anything You Want to Be’ not only to inspire but
also reinforce the message that the Academy is for everyone.
We were keen to enhance the Academy’s online presence, content and engagement, as most
of their target market were accessing them online.
We started by looking at the demographic of
teenagers, predominately boys (but naturally not excluding girls).
After significant brainstorming and problem solving sessions, we looked at what mediums were
being engaged with and the content they seek out. We discovered their preference for fast
moving, humorous, creative and/or innovative video styles and so we created an innovative special effect
based video. Forming the core of our integrated campaign which we managed, planned
and executed.
We storyboarded it, filmed it, directed it, worked out the tricks and edited it all.
We also executed and produced (including
copy, design, and project
management):
- a direct mail campaign
- letter to parents
- animated GIFs
- a social media quiz
- outdoor banners
- press releases
- social media content
- event management
- online adverts
- two new prospectuses.
All successfully achieved within a
6-8 weeks.
05
Did good things happen...
Following our event campaign the open event was a huge success attracting double the audience on their previous event. The words from our client were - ''they are queuing out of the door!''
We generated a lot of engagement online and received extremely positive feedback.
This is a project PO'Sh are very proud of and with a small budget and only a matter of weeks start to finish to complete it in - we feel it's a great showcase for our creativity and skill.
