Student recruitment with stand-out

Newcastle and Stafford Colleges Group (NSCG) is a collaboration of two colleges in North Staffordshire. Home to 9,000 full and part-time students and more than 2,500 apprentices, the colleges offer a wide range of academic and vocational qualifications from entry to degree level. Fluid was tasked with attracting and retaining students in a way that would differentiate NSCG in a highly competitive market.

We began with extensive core research with students from numerous schools and colleges in the area. Our findings immediately determined our creative direction: the last thing they wanted was a college that reminded them of school. Additionally, we explored the many youth lifestyle brands that had a wider appeal to our demographic beyond educational institutions, firmly finding that snappy, authentic copy and strong imagery would hold their attention for longer.

Our ‘Game Changer’ concept was a complete departure from anything NSCG had done before. We upped their game with a new branding strategy, creative photography, bold typography and visual styling. We developed an impactful, relevant tone of voice that explained the facilities and course information in new and  exciting ways to inspire more students to apply.

The new prospectus has truly game-changing results. NSCG received 3,350 new full-time applications, and 85% of students that read the new prospectus applied. Course stats also increased by 24%. The ‘Game Changer’ concept was rolled out across print materials and outdoor media and has helped to drive student recruitment with outstanding results.