“Education with [a] purpose”
Our target demographic yearns for something that will contribute to their capacity to work and thrive - something beyond just another throw away title or qualification. With this in mind, it is important that we remind them that is exactly what we deliver.
This statement is succinct and honest, detailing our overarching aim as an education provider and what it is we deliver regardless of the course or the student’s goals. When paired with appropriate visuals or body text, this line will ensure that students clearly perceive a connection between what we deliver and what they are seeking in life – whether it is job outcomes or further study.
This line and the executions you see below are a summation of my contribution to the brand prior to my departure from the marketing team.
Medium: Digital Display
Target: School leavers and job seekers
Role: Copywriting (campaign theme/tagline)
Executions: 3
Role: Copywriting (campaign theme/tagline)
Executions: 3
This series of ads were designed to be natural extensions of the "education with purpose" line, appealing to a more literal and highly rational audience who want nothing more than straight facts and solid benefits.
Target: School leavers and job seekers
Role: Copywriting (camapgin theme/tagline)
The primary campaign to utilise "education with purpose", this effort was focused on selling the average person on the power and potential of an "ordinary" certificate (Cert III or Cert IV). The core take away from the campaign was that a certificate was far more than a piece of paper.
Role: Copywriting (camapgin theme/tagline)
The primary campaign to utilise "education with purpose", this effort was focused on selling the average person on the power and potential of an "ordinary" certificate (Cert III or Cert IV). The core take away from the campaign was that a certificate was far more than a piece of paper.
Medium: Facebook Display
Target: School leavers and job seekers
Role: Copywriting (camapgin theme/tagline)
Executions: 1
Target: School leavers and job seekers
Role: Copywriting (camapgin theme/tagline)
Executions: 1
These ads, created to be seen in a Facebook multiproduct display, told a multi-path story of what one could achieve with that little extra knowledge - that often underestimated qualification.
Medium: eDM
Target: School leavers and job seekers
Role: Copywriting (camapgin theme/tagline)
Executions: 1
Target: School leavers and job seekers
Role: Copywriting (camapgin theme/tagline)
Executions: 1
Sent out to a range of students who had either enquired about key courses or had completed complementary qualifications, this eDM helped inform and encourage them re studying more. Messaging was kept short to not overload and to ensure there was ample reason to click through to the associated landing page.
Medium: Marketo Landing Page
Target: School leavers and job seekers
Role: Copywriting (camapgin theme/tagline)
Executions: 1
Target: School leavers and job seekers
Role: Copywriting (camapgin theme/tagline)
Executions: 1
The landing pages for this campaign were created to deliver the final information-based hard sell, driving the potential student down the page to the all-important enquiry form - once the information was submitted students would be moved onto the calling stage of the nurture track.
