CASE STUDY

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National Boat Shows New Milton Sand & Ballast Rose Road Southampton City College Southampton City Council Southampton Solent University The Nuffield Theatre

Southampton City College – A Slick Campaign

Southampton City College the largest further education college in the Southampton area and is presently nearing completion of a major multi-million renovation project which will expand and enhance teaching facilities and consolidate most of the school onto one campus.

The Aim

A part of a six-month campaign, CG was asked to build the brand proposition in the immediate Southampton environs. The campaign was to show what sets SCC apart from its competitors. Critically, the campaign had to highlight the vocational teaching, which enables students to go straight from College into a job.

The Approach

• CG worked closely with the College, local schools, career advisers and teachers to carry out clear and focused research into pupils’ perception and awareness of SCC
• Research indicated that potential pupils wanted a clear message that they could learn, have fun and get a job through taking an SCC course
• CG produced a local campaign with a strapline “City Slicker” on press, radio, in cinemas and on outdoor media, including billboards, Adshels and buses
• Students were photographed having fun while learning

The Results

Post-campaign research and media coverage during the campaign showed excellent recall, heightened awareness and positive interest among the key target audience as a direct result of the “City Slicker” campaign.