Cornwall College
Brief
We’re proud to have worked with The Cornwall College Group for over a decade now, consistently being tasked with reinventing and reinvigorating the way they attract prospective new students to their many campuses. As one of the leading further education providers in the South West, much of their content centres on front-footed, assured and innovative course offerings that are unique to the group. Cornwall College focuses strongly on creating specialist and practical careers for their students, all whilst allowing them to study their passion in one of the most beautiful, natural places in the country – and Idenna has helped to share and supporting this messaging throughout their marketing in various forms for the last 10 years.
The Plot
Initially, Idenna’s film team worked alongside TCCG producing content for their website back in 2012. Overall, over 150 short films were created over a 6 month period, showcasing stories from students and their real experiences at the college. Featuring every campus and a huge range of the courses available at the college, organising and delivering these vignettes to deadline provided much-needed material to promote the practical side of learning in Cornwall.
Next up, The Cornwall College Group asked us to help them create a memorable exhibit as part of their Royal Cornwall Show stand. Pitching a modern coffee house setup, Idenna established an interactive booth for the students to enjoy their drinks in, whilst asking questions to a member of the Cornwall College team. These conversations were recorded and edited onto the day, before being projected onto a nearby screen to allow other students to hear the answers to the most pressing questions. Not only did this create a relaxed, inviting environment, standing out and offering a reprise from the pressure you could feel throughout the hall, Cornwall College’s stand had a unique, memorable reason to return to later in the day – as well as constantly updating content that answered the pressing questions of those in attendance in real time.
From here, the film team have gone on to produce national commercials for Cornwall College, running on television and in cinemas across the country encouraging audiences to “live your best life, right here in Cornwall” – which you can read more about here.
Away from video content, we’ve consistently helped to position Cornwall College as the choice for an atypical education path through many series of radio ads – covering a wider, older audience base to reflect the unique opportunities of TCCG. One of the most recent campaigns was the “A or The” creative, which emphasised the difference between simply choosing “a” career or creating “the” career. The copy, voiceover and edit of the ads were designed to create a strong sense of intrigue and cement Cornwall College’s identity within the education space.
Most recently, we have produced, organised and run a series of online workshops with the staff of TCCG to establish the direction of travel for their brand identities across multiple campuses. Involving interactive live polling, brainstorming and discussions, the workshops explored how Cornwall College’s degree-level offerings were perceived internally as well as how they were likely to be perceived externally, before establishing a position amongst competitors the brand could fully own.
The anonymous, shared platform allowed the staff to speak their minds freely and have constructive conversations on the future of their organisation. Upon analysing the data from the workshops, we were able to recommend creative solutions and observations to allow TCCG to appeal to its desired audience more directly through key, precise themes.
What happened next?
The continued collaboration between Idenna and Cornwall College has lead to countless students finding their perfect match for further education and has resulted in a multitude of pieces of evergreen content for TCCG to use for decades to come.
