The brief
We were approached by Andrew Black, a Chartered Surveyor and Senior Lecturer at Harper Adams University, about developing a student recruitment campaign to promote the career path of a Rural Practice Chartered Surveyor to a wider and more diverse audience than at present.
Our challenge was to create an interactive digital platform to promote this profession to NCOP’s target audience - young people in years 9 to 13, who live in areas where higher education participation is lower than expected given the GCSE results achieved by young people in that area.
Our Strategy
After conducting extensive research, focus groups, interviews and questionnaires, we developed the ‘Grow Your Future’ slogan with an accompanying language and tone of voice, designed to empower teenagers by drawing attention to common qualities that they often take for granted. We wanted them to be able to look inward and see the desirable qualities needed for this high-achieving career path already present.
This core concept was used to direct the creation of many different initiatives that would eventually feed back into the website. An online portal was created to collect case studies and supporting images from students, post-grads and professionals from their in-the-field experiences. Simultaneously, various video stories were shot and edited, giving short and snappy insights into student life, placements, project work, and career advice.
A bespoke interactive game was created that allows you to assume and fully understand the role of a valuer, determining the present value of a number of farmyard assets.
To help launch this campaign, a dedicated social media strategy was set up to increase awareness of the recruitment campaign on the relevant platforms, to engage with the target audience, to become a voice in the industry and to direct traffic to the website.
Similarly, some core SEO goals were also established to sustain positive growth for organic traffic, develop a keyword targeting strategy and begin ranking for these terms in search results, as well as following all other best practices to optimise the website.
And for the offline launch at the Field to Fork Festival at Harper Adams University, a selection of branded materials were also printed, ranging from: lanyards, flyers, posters and banners, all to generate awareness amongst this potential next generation of Rural Practice Chartered Surveyors
Let’s chat
Want to take your brand to the next level with an experienced agency that does what they say they’re going to? Get in touch with our team today! We can discuss an upcoming project or simply chat about your business and suggest solutions for growth.
Call us on 01743 344 911, drop us an email or fill out our contact form. We’ll get back to you as soon as possible.