South Staffordshire College Further Education prospectus
The South Staffordshire College Further Education prospectus brief posed three challenges:
> Get more people to consider FE as a route to achieving career aspirations
> Articulate the benefits to employability secured through FE
> Inspire people to think about further and higher training options
Our answer was to focus the prospectus on the career opportunities that studying at South Staffs could present. Subject areas were introduced with bold, typography-led spreads which showcased the job titles and professions the subject could lead to. Case studies of previous students, based on the concept of “I wanted to be… now I am!”, proved that FE study at South Staffs College really does result in aspirations being achieved. The copy was brave, positive and encouraging – “What’s stopping you?”, “U can be…”.
Striking and vibrant visuals instantly grabbed the attention of potential students. Through the use of interactive elements, they were then encouraged to engage with the College from the outset: with four cover options, students could choose which colour prospectus they wanted to take home, and a “Doodles, notes and thoughts” section allowed them to use, rather than just read the prospectus. These personal touches ensured prospective students were left with a memorable first impression of the College.
Brand new photography was taken for the prospectus, the intention of which was to avoid categorising individual subject areas as stereotypically male or female, ensuring no barriers or boundaries to study existed. Shots were taken so that it either wasn’t clear whether the models were male or female, or so they featured both male and female students.
The Further Education prospectus contributed to an 11% increase in student enrolments at the College, and was perceived extremely well by students, staff and stakeholders.
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