This campaign raises quite a lot of challenges. After all, the campaign is primarily aimed at two target groups: students in their last year and adults. However, what works for an 18-year-old does not necessary work for a mother who is interested in further education. In addition, Odisee has campuses spread all over the country. This is an advantage but also a disadvantage. How to conduct a recruitment campaign for all of the colleges?
Co-creation with Odisee, the co-college
Odisee is the co-college. Co as in co-creation between students, lecturers, researchers, companies and society. So, a college without students? That is not so good. That is why Odisee launched a recruitment campaign that focused on information days and course information days. It was entirely up to us to help convince as many students as possible!
How we transformed the Odisee information days into a tremendous success
Education
brand strategy
campaign development
print studio
creative concept
media planning
digital production & development
The challenge: Different target groups and campuses: It is not going to be easy
The approach: Start out with the new branding and the co-creation principle
At Odisee co-creation between students, lecturers, researchers, companies, and society is a key principle. They combine their strengths. Together means better. Everyone has something to contribute with their own expertise. From you to us. From individual to collective. Individuals flourish through interaction. Students no longer write their story alone but together. In 'good company'. Result: a community that has respect for each person’s individuality. We have claimed this co-philosophy and have translated it into our new baseline: 'The co-college’. It is clear now: there is only one co-college in all of Flanders. And everyone will now be aware of that through our latest campaign.
The campaign: Putting ‘Co’ literally and figuratively into the spotlight.
The new company style that reflects that feeling of co-hesion, formed the basis of the campaign. When combined, these basic shapes transform into new shapes. Everyone can have a go with this company style. Yes, this is ‘co-creation’ at its best. Just like the campaign itself. Two street artists incorporated the shapes into a huge mural at the Odisee campus in Dilbeek. Students then brought them to life in all media. Even the ‘co-py’, LOL, was co-mpiled. With regard to the overall look of the information days, we provided some concepts and Odisee then did the rest. The perfect example of co-creation and co-llaboration between customer and agency.
MEDIA: Radio, YouTube, social media, Spotify, cinema, out-of-home (wobblers on buses, 20m2, bus shelters in cities and at train stations), adverts in the catholic youth magazine KLJ, a direct message to final year students.
The results: Co-creation complimented and extremely co-ntented with the response.
Visitor numbers for both the physical and on-line information days shot through the roof. We noted an overall increase of 12%, with a 20% peak in September. This clearly demonstrates that co-creation works.
