Newcastle and Stafford Colleges Group : Student Recruitment
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 highly-competitive market.
We set about conducting research with the people that really mattered – the students. It turned out the last thing they wanted was a college that reminded them of school. We knew that youth lifestyle brands had a wider appeal for them, and that snappy 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. Then created a 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.