WORKPLACE, ONLINE, CAMPUS… TV, RADIO, ONLINE, PRINT
Campaign Strategy, Name and Tagline Generation, Brand Development & Design, Corporate Style Guide, Website Design and Development, Photography Project Management, Press Advertising, Online Advertising, Radio Advertising, Talent Procurement
Coordinate was invited to pitch with award-winning animation company Eye Candy for the marketing communications contract for CIT.
The brief outlined a requirement to develop a holistic marketing campaign which would better communicate CIT's position as a leading vocational education provider locally, nationally and internationally.
What Works for You
To answer the brief, the Coordinate team firstly assessed the brand position. Without changing the already widely recognised logo, the team strategically developed the positioning statement "What Works for You" followed with the bi-line – Workplace. Online. Campus. This positioning statement was created to personally communicate the choice, flexibility, and diversity available to you when you study a course at CIT. The positioning statement was also designed to reinforce the hands on, real "work" experience students are provided with when they study at CIT.
Once the brand position was determined, the foundations were established enabling a solid creative platform to build from. Following this, the campaign theme "change the course of your life", developed by Eye Candy, was chosen. Coordinate visually communicated this idea with a graphic typeface, and flexible colour palette. This treatment was then applied to press advertisement templates and online advertisements.
A website design, radio commercial and photo shoot was also produced to carry the campaign message across a variety of communication platforms. A big thanks go out to Eye Candy and the CIT team for making this a fun and rewarding campaign to work on.