The Challenge.

To launch a consortium of colleges under the umbrella brand of ÔAspireÕ to international students with a view to attracting them onto Further Education courses in Staffordshire.

The Solution.

Our work centred on the insight that for international students, thereÕs more to getting ahead than just getting a UK qualification. They need a strong network of contacts: with the local area to help them to integrate into Western culture, a network of colleges to find a course that connects with their aspirations, a support network of local people for lodgings and practical help, established links with British Universities, and a network of businesses for placements and work experience. We also drew on the strengths of the British cultural identity and its reputation for academic excellence. Our creative approach therefore featured a Union Jack flag made up of the hands of international students clasped in the centre. On each arm was detailed one of the support elements that would be available to them. In summary, we symbolised the benefits of the network within an iconic and striking British image. The budgets were tight and the entire project was required to be completed within £15,000. The campaign encompassed a variety of media Ð a prospectus in English and Mandarin, dual-language posters, a web-site and a entry on the British CouncilÕs website for international students.