The University of Salford are expanding their offer, and in 2021 will add a number of HND- and HNC-level courses to their prospectus, alongside their more traditional degree-level qualifications. They wanted a highly visual campaign to announce these new courses to school leavers, and to more mature students wanting to upskill alongside full time work.
Work that matters
Salford HND/HNC courses
The chosen campaign route is built around a three word construct – Film. Edit. Export.; Survey. Plan. Construct.– to describe the types of skills students can expect to learn while studying, and to convey a sense of expediency – the courses are just two years, rather than three.
We also introduced the copyline 'Learn by Doing'. HND/HNC courses focus on practical, career-ready skills, with less emphasis on classroom-based learning and exams than traditional University courses – both key factors for our target audiences.
We animated these campaign messages and, working with projection experts Illuminos and photographer Simon Buckley, projected them onto the fabric of Salford’s buildings and shot night-time still and moving images. Words describing courses in design, social media and film were shone onto sites around MediaCity. The University has close ties with the content producers based there – a big selling point for prospective students. We also projected messaging promoting the construction courses onto architecturally interesting buildings at the Quays and around Chapel Street.
This campaign is running as a targeted digital campaign, supported by information pages at salford.ac.uk/HND and via social media channels. The University also held an information open day for prospective students on 31 March 2021.