ABOUT

When University College Birmingham turned to RBH for help in communicating their unique offering to an increasingly disillusioned audience, we were more than up to the challenge with 20 years of promoting youth orientated brands.

Competition to attract students has significantly increased in the past few years, with schools encouraging students to undertake A-level courses in Sixth Form after the completion of GCSEs. However, purely academic studies are often the wrong pathway for many students, so UCB needed to communicate the benefits of Further Education versus the traditional A-Level path.

UCB is Europe’s leading specialist in management courses for the hospitality and tourism industries. Based in the heart of Birmingham, UCB is a unique institution that offers vocational courses for year 11 school leavers. As well as a wide range of undergraduate courses, many of which are accredited by the University of Birmingham.

We set out to show students that their future is wide open with a course at UCB, where practical, vocational education can develop real skills, and in turn an entry point for higher education or their chosen industry.

We produced a gatefold leaflet, distributed to a targeted list within UCB’s catchment area through Royal Mail Guaranteed Delivery. As well as 30 and 60 second radio spots that aired across the area on Capital and Free Radio for two weeks prior to UCB’s open day. They all encouraged potential students and their parents to come along to find out more about what UCB can offer and the fantastic career opportunities available on completion.