Campaign Concept and Communications


Helping NULC to become a real game changer

Our challenge for NULC’s student recruitment drive was to create a prospectus that looked more like a youth lifestyle brand. Designed for print, but with an eye on the future, it needed to encourage students to choose NULC as ‘THE’ choice and not just ‘A’ choice. We helped NULC develop a tone of voice that would inspire and empower potential students.

Our research revealed that the last thing students wanted was a college that reminded them of school. So, we proposed a ‘Game Changer’ concept that was a complete departure from anything NULC had done before. It involved a whole new style of photography, typography, tone of voice and visual styling. Its launch was hugely successful with truly game changing results.

NULC - Game Changer cover and spread

3,350 new full-time applications.
Course search stats increased by 24%.
85% of students that read the new prospectus, applied.

NULC - Game Changer spread
NULC - Game Changer tag line

The concept has since been rolled out across an extensive range of collateral including print items, promotional materials and outdoor media.

NULC - AGFA Brochure and Open Events Poster

“Fluid completely understood the challenges of communicating with a young audience and brought a balanced, outside perspective on how we could cut through the noise and engage with our target audience on a much deeper level. The creative concept that they proposed has since been rolled out wider across the College and has set us on a course to visually differentiate us from the rest of our sector in a really impactful way.”

Joanne Conroy-Wilson
Marketing & PR Manager, NULC

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