Our campaign was developed in consultation with Salford Business School staff, who provided a valuable insight into their work and helped us define their USPs. We then used the outcome of this session to present a set of creative camaign routes, before the two favoured options were tested with 16 and 17-year-old college students to refine the design and copywriting.
The creative that resonated most strongly with this group had provocative headlines coupled with explanatory copylines: Now what? – for students looking for the next step toward their end goal; Who cares? – to emphasise the nurtering nature of the school and the close working relationships between staff and students; and Why stay? – to place the School at the heart of the regional business economy.